Your social media
content is DOA if it doesn’t get shared.
Shares drive virality.
Shares boost SEO. Shares signify engagement.
Nowhere is this more
apparent than on Facebook, where shares recently supplanted “likes” as the
metric of choice.
So, how do you create
more shareable posts and campaigns? Here are three tips for tapping into social
media’s hottest metric on its widest-reaching network:
1. Gear your content strategy
toward mobile accessibility.
More than 70 percent of
Facebook traffic comes through mobile devices, which means you must optimize
content for mobile in every possible way. Ideally, anything you're linking to
should be easy to read or view on a mobile device.
“Make sure to size and
crop photos to fit Facebook's mobile dimensions,” says Laura Nathan-Garner,
program director of integrated media communications at Houston’s MD Anderson
Cancer Center. Images sized to 560 X 292 pixels are optimal for full display in
the mobile news feed.
“Headlines and teasers
should also be shortened when sharing link previews to ensure readers will get
the full message,” she says. Copy within posts must be concise, she adds, and
the first paragraph or teaser should entice readers to click through to longer-form
text.
2. Boost only those posts
getting early engagement.
“When boosting posts,
don't boost everything, and don’t boost before posts have gotten noticeable
engagement,” says Nathan-Garner. “Audiences are more likely to engage if they
see others have already ‘liked,’ commented on or shared a post.”
She warns that you may
end up wasting money by prematurely boosting a post that doesn't resonate with
people.
“No matter how good you
think a post is, it's sometimes not what your audience wants,” says Nathan-Garner,
“and sometimes the post you don’t expect to boost ends up being the one
everyone loves.”
3. Ask whether your posts will
pass the 'share test.'
When people see your
post, will they instantly want to share it with their friends? “If you don't think
people will share your post, it's probably not going to help you achieve your
page’s goals,” says Nathan-Garner.
To know whether
something’s worthy of sharing, consider whether it's:
• colorful
• interesting
• surprising
• inspiring
• different
• timely
“Another success factor
is whether your post addresses your audience's problems, interests or desires,”
Nathan-Garner says.
One of MD Anderson
Cancer Center’s most successful posts gave advice about what to say to someone
dealing with cancer.
“That speaks to a problem
we all have at some point,” she says. “We want to say and do the right thing,
but when someone we know receives a cancer diagnosis, we're suddenly at a loss
for words or we say all the wrong things.”
Written By:Brian Pittman
Credit: Entrepreneur.com
0 comments:
Post a Comment