We all know social media is a great platform to push content. However, there’s a difference pushing content blindly versus pushing content strategically to leverage yourself and be ahead of your competition. At Ditto, we take the time to service each account and to do their social media properly.
With one of our clients, Lance Roberts from STA Wealth Management, we manage his Twitter and Facebook account. While Lance does chime in on his social media pages from time to time, it’s important for us to keep his audience engaged and up keep those platforms.
It’s important to note before we started with Lance’s social media, we went ahead and did a deep dive on the most influential people, to include reporters, bloggers and executives, in the finance industry that uses social media. By doing that, we were able to follow and engage with people who had a high following that could mention Lance in a Tweet or a Facebook post.
The strategy behind Lance’s Twitter is to push relevant news of the day and make sure to mention the reporter and the news outlet. Many times by pushing out relevant news and praising the article leads to the reporter thanking Lance for reading their story. This strategy has allowed us to utilize Twitter to reach out to reporters on Lance’s behalf and has lead to several interviews. We also take content from his daily blog post, Daily X Change, and push content throughout the day. We don’t just “push content”, instead we make sure to ask the right questions or give the audience a reason to click on the link by asking questions or keeping it open ended. Through pushing his point of view on Twitter, it positions Lance as a thought leader and ultimately drives people to his website.
While his thoughts are vital, another strategy is to the “hot topics and conversations.” We can do this by understanding what’s happening in the finance industry. Typically reports come out monthly from jobs report on Friday to the FOMC minutes later this month. These topics spur conversations and reporters and bloggers are curious to know Lance’s thoughts. We also look to breaking news and find relevant hashtags to see who’s talking about the issue and engage with them. It may sound easy but it takes time to understand your client’s voice in order to execute this properly. Since the news is constantly on, it’s important for us to update and participate a few times a day to make sure we don’t miss any “hot conversations.”
While Lance’s Twitter is targeted towards reporters and bloggers his Facebook is an entirely different audience. On Twitter, we’re able to post his point of view multiple times during the day but for his Facebook we have to be more strategic. Typically, the unspoken rule of Facebook is to do one or two posts a day. Since Facebook is more consumer driven, we utilize graphics for his posts. Whether it’s a meme or a cartoon, those types of posts gain the most traction because they are user friendly.
The strategy for types of posts on Facebook might be slightly different, but how we engage and post content is still similar to Twitter. In order to engage with his audience we ask questions and post “fill in the blank” sentences. It prompts his audience to respond and give their opinions and share ideas. This type of engagement leads to “likes” and “shares” on Lance’s Facebook posts and leads to new “likes” on his Facebook page.
The next time you find yourself tweeting or posting on social media, make sure there’s thought behind your post. People can find value in your content.