Talk about goals thats not profit (social goals)
On tv you don’t choose who you reach, on sm you can target your audience
They can do something with your content = engagement
Its not the same as a real conversation
Brings negative feedback
Time consuming
Consumers have power on sm with bad reviews
3 important elements:
- Platform
- Algorithm
- Organic/Paid
Platforms:
Choose 3 or 4
Have unique content for each platforms
- Facebook
o News, information and updates
o Elderly group: +45
o Algorithm:
Affinity: how much engagement did you have in the past with this profile
Weight: how good is the quality of the post
Time decay: how long ago was the post posted, recent= relevant
A lot of shares = strong content
o So many posts no paid= not gets seen
o No text only posts (or micro-blog)
o Targeting on interests, lookalike audience, …
- Instagram
o Algorithm: more engagement= more relevant
o Reels are good for new followers
o Profile posts and stories are good for current followers
o Captions are good for context and story telling
- LinkedIn
o Professional platform
o More and more diverse content, not just formal
o 25-55 years
, o Not that active on the platform for posting (more receiving)
o The network of your connections will see your posts too
o Tag users and companies, their connections will see it too
o Information and learning something new works well
o Videos and images boost posts
o Targeting your audience on job titles, …
o Highly trusted
o LinkedIn lives and events
Ask permission to platform
- Pinterest
o Search engine
o Gen Z
o Save and share ideas
o Visual inspiration for personal projects
o Not for networking
o Each pin has a link behind it
o Key words are in the descriptions, url, hashtags,..
o Rich pins for businesses more options (receipts, products,…)
o Pinterest save button on the website
o Advertising
- TikTok
o A lot of active users
o Gen Z
o Suggest new content based on your interests
o Original content
o Good for brand awareness, not conversion
- Youtube
o Search engine
o Keywords
o Active words and verbs in title & good thumbnail
o Story telling structure
o Collaborations with people who matter for your brand
o (un)skippable ads
Organic vs paid
- Organic = difficult because of algorithm not sure if it gets seen
= free content (for percentage of your followers, followers of followers, followers of hashtags)
Long term goals
- Paid : Brand awareness, promote newest deal, generate leads, drive conversion
Identify content that already worked, use that for paid campaigns
On tv you don’t choose who you reach, on sm you can target your audience
They can do something with your content = engagement
Its not the same as a real conversation
Brings negative feedback
Time consuming
Consumers have power on sm with bad reviews
3 important elements:
- Platform
- Algorithm
- Organic/Paid
Platforms:
Choose 3 or 4
Have unique content for each platforms
o News, information and updates
o Elderly group: +45
o Algorithm:
Affinity: how much engagement did you have in the past with this profile
Weight: how good is the quality of the post
Time decay: how long ago was the post posted, recent= relevant
A lot of shares = strong content
o So many posts no paid= not gets seen
o No text only posts (or micro-blog)
o Targeting on interests, lookalike audience, …
o Algorithm: more engagement= more relevant
o Reels are good for new followers
o Profile posts and stories are good for current followers
o Captions are good for context and story telling
o Professional platform
o More and more diverse content, not just formal
o 25-55 years
, o Not that active on the platform for posting (more receiving)
o The network of your connections will see your posts too
o Tag users and companies, their connections will see it too
o Information and learning something new works well
o Videos and images boost posts
o Targeting your audience on job titles, …
o Highly trusted
o LinkedIn lives and events
Ask permission to platform
o Search engine
o Gen Z
o Save and share ideas
o Visual inspiration for personal projects
o Not for networking
o Each pin has a link behind it
o Key words are in the descriptions, url, hashtags,..
o Rich pins for businesses more options (receipts, products,…)
o Pinterest save button on the website
o Advertising
- TikTok
o A lot of active users
o Gen Z
o Suggest new content based on your interests
o Original content
o Good for brand awareness, not conversion
- Youtube
o Search engine
o Keywords
o Active words and verbs in title & good thumbnail
o Story telling structure
o Collaborations with people who matter for your brand
o (un)skippable ads
Organic vs paid
- Organic = difficult because of algorithm not sure if it gets seen
= free content (for percentage of your followers, followers of followers, followers of hashtags)
Long term goals
- Paid : Brand awareness, promote newest deal, generate leads, drive conversion
Identify content that already worked, use that for paid campaigns
