Despite the endless opportunities for social media marketing, it’s still difficult gaining traffic back to your website where it can be monetized. Sometimes increasing brand awareness is good enough to keep visitors returning to your station pages. Here are some social media tricks to help make your social presence take off.
1. Include Your Station Logo on Images
On Twitter, tweets containing images receive an average of 18% more clicks, 89% more favorites and 150% more re-tweets, according to Buffer Social. The same rings true for Facebook. Of the top 10% of Facebook posts from 30,000 company pages, 87% of all the engagement with these posts was due to a photo being used. Adding your logo to these images creates more exposure for the brand as the photos are shared across the social network.
When using photos—especially photos you’re adding your logo to—make sure it’s your own original image, or a copyright-free image. Also consider adding text overlays to your photos when your post could benefit from doing so. If you don’t have photo-editing programs, check out Canva or Pic Monkey to edit images for free.
2. Engage your Social Audience
Gwen Stefani might say something like, “I ain’t no follow-back girl.” But, you should be. Be sure to keep track of all mentions of your Twitter handle, which will send a notification to the email address associated with your account, as long as you have email notifications turned on. To turn these notifications on, visit the Settings section of your account.
Along with keeping track of users who directly tag your Twitter handle, also use the Advanced Search section to find any mentions of your brand that may not be direct tags. Enter a phrase into the appropriate section (options pictured below), depending on how exact you’d like the search to be, to locate matches.
Once you get the results of your search, you can save that search to easily come back to it again in the future. Simply click in the search bar within Twitter and your saved searches will appear in the drop-down menu.
The hashtags used in your campaigns should also be tracked on both Facebook and Twitter. These can be searched for manually, or certain tools, such as Hootsuite, allow you to set up feeds specifically for mentions of a specific hashtag or mention.
3. Use Your Hashtags
Tweets that feature hashtags generate 2x more engagement than those without any, according to Buffer Social. But, use them wisely. One to two hashtags per post is recommended for Twitter, as those posts typically receive 21% more engagement than posts with three or more. Does your station have a #stationname hashtag?
4. Post Just Before or After the Hour
When connecting in B2B fashion, Jay Baer, founder of Convince & Convert, suggests posting just before or just after the top of the hour. This provides a window of opportunity to connect with professionals checking social media a few minutes before or after a meeting. Or, the unprofessional person may be waiting on a friend for coffee. Posting during the typical lunch hour also provides a great opportunity to catch people browsing online while they munch.
5. Capture the Culture
Social media is about showing that you’re real to your audience—what’s more real than including real pictures from inside the station? Viewers love to get an inside look, and socially sharing photos is the perfect way. Culture photos can be taken and shared instantly, or saved for times when you’re looking for some filler posts.
6. Encourage Station Employees to be Brand Ambassadors
Each employee at the station should be encouraged to follow the brand on every social network they’re a part of. We’re not just talking programming people here. Sales people should be included and match programming and marketing efforts as well. Everyone at the station should also be encouraged to share station posts within their networks. The culture photos and topics are pieces that employees should be particularly eager to share, as they most likely mean more to each person involved.
Another way to guide your employees in sharing content is to send out company-wide emails when new topics have been published. Link the email to the post, as well as to each social media platform for easy access. You can even provide suitable text suggestions for each social network for easy copy and paste posting. Use can also use a custom URL for employees to link their posts to. A common platform for this bit.ly or other URL shortening services that track clicks. This allows you track the amount of traffic being received to that post due to employee sharing.
Employees should also be encouraged to list the station within their personal profiles on each network. This will further spread awareness for the brand, as each employee’s network sees they’re associated with the station.
7. Pay to Play (Invest Financially)
While social media is free to join, it’s not always free to make it work successfully. Consider paying for promoted posts on the networks you’d like to focus on, such as Facebook, Twitter, Pinterest and LinkedIn. You shouldn’t be on every network though. Pick those that make the most sense for your particular format.
- Facebook has the biggest reach, with 699 million daily active users, according to WordStream. But, as the leading social site, it also has the possibility of being quite expensive. You can set your budget and target your ads within Facebook, but the lower the budget the smaller the audience you’ll reach.
- Twitter has a large reach, with 271 million active users. Twitter allows you to promote a Tweet, Account or Trend. The cost can be an issue for smaller companies, as the price of a Promoted Trend was recently reported as $200,000 per day, according to WordStream.
- Pinterest offers Promoted Pins, which puts your pins into users’ news feeds. This is a relatively new feature, with a few select businesses testing this new feature in 2013. Thus far, it has proven successful. Promoted Pins are shared eleven times on average, and can increase a pin’s exposure by 30%. As of January 1, 2015, Promoted Pins are now available to all U.S.-based partners.
- LinkedIn offers three types of advertising options: Sponsored Updates, Display Ads and Direct Sponsored Content. These are great options for B2B leads, but can be quite pricey. The minimum CPC is $3.50, which is high compared to other channels.
Determining the true ROI of social media goes beyond the sales—it can also come in the form of increased brand awareness, customer engagement and consumer trust.
8. Stay Organized with a Social Media Content Calendar
Content calendars are especially helpful when there are multiple employees managing social media accounts. Keeping up to date with the calendar provides an easy reference point to see when posts were sent out and where. You can also keep track of the reach and engagement of these posts within this document to get a better sense for when and what posts are most effective. Creating a content calendar upfront and scheduling posts ahead of time helps eliminate the need to log in and post to numerous social networks on a daily basis, which takes a substantial amount of time. Tools such as CoSchedule , Hootsuite and Buffer allow you to schedule posts on multiple social accounts in advance.
Managing digital marketing is no easy feat—it takes organization, creativity, monitoring, continuous learning and many social media tricks.
We’re extremely passionate about helping small market radio stations succeed online. Let us know in what areas your station needs help in and we’ll be glad to help. If you’re not into creating an online platform that you can easily monetize, then that’s cool too. Either way, visit our contact page to reach out to us.