Last Updated on June 9, 2020
Influencer marketing on social media is a great way to introduce your brand to new audiences. However, if you don’t make a good first impression, you could drive some of your potential fans away. While social media might seem straightforward on the surface, you do need to follow a few important rules. Incorporate these five social media marketing best practices to develop an influencer campaign that wows the internet.
Stay Up-to-Date on the Latest Image Sizes
Social media platforms love to change their layouts, even if they only make minor changes to the size their image banners and displays. Who can forget when Twitter changed its profile picture shape last year from a square to a circle? It is essential for your brand to stay up-to-date on the latest image sizes to make sure your photos don’t get cut off or seem too big or too small for the space.
In the world of influencer marketing, these image sizes can make or break your campaign. Customers won’t respond well to ill-fitting pictures, and you could end up cutting off a website or brand logo — hurting your sales. Hubspot has a good image guide that you can use.
Make Sure Your Content Matches Your Brand
Branding is an essential part of using social marketing best practices to your advantage. Too often, brands lose themselves on social media. They try to be “cool” so they can reach Millennials or outsource their social media and wind up with content that feels detached and impersonal.
You should have social media branding guidelines that are just as detailed as your website and graphic content. Consider the tone of social media, the quality of the images, and the types of content you use. These decisions will become your guide for anyone who manages your social pages so the message stays consistent now and in the future.
Respond to Comments and Engage With People
The best social media accounts engage with others. Audiences love it when brands like Wendy’s and Burger King banter with each other, and many users enjoyed watching the Tampa Bay Lightning call out the Los Angeles Chargers for their logo change. Use these mega accounts to dictate your social strategy. Get out there are talk to other brands. Respond to fans. Hold conversations. Social media isn’t meant to be a broadcast —it’s supposed to be a discussion.
For your influencer marketing strategy, consider how your brand can be more personal and connect with audiences that your influencers are close to. For example, an influencer might invite you to host a live Q&A with them on Facebook, or you could “take over” their social account for a week to give fans an inside look at your brand.
Develop a Plan to Handle Negativity and Trolls
One of the main reasons brands worry about social media is the nature of negative comments and trolls the permeate the web. Some of these comments are warranted. If a customer has a bad experience, they will likely leave a negative review that is public for all to see. Even the most polite negative reviews and comments can seem like a stain on your social media presence.
Either way, you need to be prepared to face negative comments and criticism on social media. Most brands ignore negative reviews and hope that no one will notice them. This is completely the wrong approach, as it shows that your brand doesn’t care or isn’t willing to help customers when they are upset.
Develop a strategy to answer these critiques politely and effectively. You should also have a plan for your influencer marketing strategy. Who will respond to negative feedback and trolls? What tone will they take? This will prevent you from responding rashly and going viral for all of the wrong reasons.
Track Which Social Posts and Campaigns Are Most Successful
A lot of trial and error is involved in social media. Some campaigns might take off into viral gold, while others don’t get more than a handful of clicks and mentions. As you grow your social presence, track what works and what doesn’t. Check to see how fans respond and what they think about certain content types or posts.
By tracking what works and what doesn’t, you can take steps to create more of what your fans like. This might mean working with some influencers over others or investing in content types like email or professional photography. You will know when your fans love something, as your mentions will blow up with their adoration and shares.
Once you start to see social media success, you will start to crave more. If you can win over finicky internet users, then you will develop brand-loyal fans who will follow you through thick and thin. To learn more about social media best practices for business, check out our guide on building brand awareness for influencer marketing. With a little practice and the right influencers, you can take over the internet.
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