This 6-part blog series guides you through six social marketing activities that should be incorporated into your daily social marketing workflow as well as some fundamentals to help you be more successful on Twitter.
This series is based on the 12-page article “6 Things HR, Benefits & Recruiting Brands Should Do On Twitter Every Day” which provides step-by-step details on how to use Twitter to stand out on social – including dozens of tips from industry influencers. Download the article here.
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Let’s discuss activity #2: Share Content (other People’s Content and Your Own).
Sharing quality content is the primary way that you provide value—and generate interest and engagement—on social. Content can be split into two categories: other people’s content and your own content. The goal is to be the brand or person that people make a point of reading what they publish or share.
Other People’s Content
Be selective about the content you share. Content you share should relate to the topics your brand is building its thought leadership around and be of high quality (yes, this means you should read it first). Also consider sharing content that is:
- Popular and/or trending in your industry.
- Published by or being engaged with by people important to you (such as your targeted influencers). In these cases, you may want to “retweet with a quote” to provide some context as to why you are sharing the content—or to just add your own nicety.
And don’t go haywire with sharing. We’ve seen Twitter accounts that publish 50+ Tweets per day and we think that’s too much. The maximum I’d recommend is one per hour. At HRmarketer we post about 4-6 per day.
Your Own Content
We don’t recommend a specific ratio for the amount of other people’s content you should share versus your own content, but I do suggest that at least 50% be your own. More if you publish outstanding content.
In part this is because brands vary in the amount of content they create. Quantity is not as important as quality. So even if you only blog once per week (and all brands should blog at least once per week), make sure each post is written well, on an interesting topic, is not promotional, includes an eye-catching image(s) and includes a CTA somewhere on the page (e.g., newsletter sign-up). Then share each post on social. Here are some tips:
- Always use a trackable (or “short”) URL so you can measure engagement of your shares.
- Share once on each of your Facebook channels (company page and, if applicable, group page and personal page) with a short description, hashtag, and image.
- Share once on your LinkedIn channels (company page and, if applicable, group page) with a short description, hashtag and image.
- Re-publish the content on your personal LinkedIn page via LinkedIn Pulse.
- Share multiple times on Twitter (e.g., once or twice per day for a week) with unique messages, hashtags and images.
For example, six different tweets for our article, “6 Things HR, Benefits & Recruiting Brands Should Do On Twitter Every Day” might include (each with it’s own image):
- Six things HR & recruiting brands should do on twitter every day #socialmarketing
- How to do these 6 critical Twitter activities better #TwitterTips
- Six social marketing activities you should do every day! #HRblogs
- If you aren’t doing these 6 things on Twitter every day you should be #HRtechnology
- Why these 6 daily Twitter activities are critical for your brand’s #social success
- It’s no longer enough to just “be” on Twitter. You need to do these 6 things #TChat
Here is an example of a social marketing workflow for a new blog post.
Make sure you get others at your company involved. Having a system in place at your company to alert employees to new content and encourage them to share the content on social makes a huge difference in your reach. IBM created an internal online hub that allowed employees to easily share promotions on Twitter, LinkedIn and Facebook. The program was a resounding success resulting in millions of digital impressions and thousands of clicks to campaign content. Get it Done! Social from HRmarketer can also help you with collaboration.
And finally, some general tips:
- Mix it up. Keep things interesting by giving your followers content in a variety of different forms – articles, pictures and videos. Be mindful of the fact that everyone likes to consume messages in different ways. While some enjoy reading articles, others may enjoy absorbing information through something that is more visual way. Find a balance the best suits your strategy and run with it.
- Be relevant. Take a look at what’s trending and plan your content calendar accordingly. The great thing about social media is that everything is happening in real time. If you are consistent in presenting relevant content, your audience will start to appreciate what you’re saying and begin to trust you. Once you’re able to establish that trust, users will be more inclined to engage with you and create conversation around the content that spikes their interest.
Follow the above influencers:
Robin Schooling | Tim Baker | Kevin W. Grossman | Shanna Landolt
Special Offer! 6 Things HR, Benefits & Recruiting Brands Should Do On Twitter Every Day
This 12-page article provides step-by-step details on how to use Twitter to stand out on social – including dozens of tips from industry influencers.
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Read the next post: 6 Things You Should Do (Better) on Twitter: #3: Re-Share Content
Read the previous post: 6 Things You Should Do (Better) on Twitter: #1: Follow People