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Quality Over Quantity: 6 Tips on Posting Meaningful Content

MOBILE MARKETING

Quality Over Quantity: 6 Tips on Posting Meaningful Content

September 20, 2019


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Written by Ebony Hall

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Ever wondered if you’re posting the right number of posts to social media? We’ve all seen the charts on what time of day works best for each platform, and there are plenty of discussions about the frequency of posts.

Many have just thrown content at the wall in a repetitive fashion, hoping to spark engagement of any kind.

Post. Retweet. Share. Like!

Post. Quote. Share. Love!

Retweet. Retweet. Retweet. Comment.

Share. Wow. Like. Post.

Rinse and repeat.

Others have subscribed to prescribed formulas for engagement. I mean, it sort of makes sense, right? The more you post, the better your chances someone will see it (impressions) and click it (engagement).

The truth, however, is there is no magic formula when it comes to how often you should post.

“The truth, however, is there is no magic formula when it comes to how often you should post.”

Take Facebook, for example, where the magic is in the meaningfulness. Back in 2018, Facebook said it would “prioritize posts that spark conversations and meaningful interactions between people.” Facebook was promising to deliver “more posts from friends and family” and “less public content.” For page managers, the change meant creating better content, the kind that could serve as a conversation starter between friends and get the respect of Facebook and its new algorithm. For its part, Facebook pointed to live videos as a way for pages to “show higher in News Feed.”

At the end of the day, it’s not about how many times you post (although thresholds for what’s acceptable or necessary vary from platform to platform). It’s about the quality of the posts you release.

“But wait.. if I do just one live video a week, is that enough?”

Nope. A failure to post consistently and regularly causes you to lose connection with your audience. Your goal is to stay top of mind for your followers and top of feed for Facebook. How do you do that? You could keep throwing content against the wall or take a step back and work on developing meaningful content.

Will it take longer? Yes.

Will it be worth it? Definitely.

How to be meaningfully engaging

If you want to find that Meaningfully Engaging Sweetspot, it will more than likely take trial and error. Nevertheless, here are some quick tips on creating “meaningful interactions.”

Know your insights and demographics

Each platform is different, and so are the users. Go through those analytics for each channel and learn as much as you can. Answer questions like:

• Who is my audience?

• What are the demographics (age, sex, location, employment, etc.)?

• What format receives the most engagement (videos, images, text)?

• What kind of posts get the most reposnse (informational, educational,

humorous)?

Don’t post the same thing across the board. 

Keep it fresh and within the “personality” of each channel. Avoid the “cut and paste” method. What you post to Twitter may not fly on LinkedIn.

Make sure your posts are relevant, of high quality and brand aligned. 

For example, if you are selling homemade soaps, you wouldn’t post cat random cat videos. Instead, talk about why this one ingredient is perfect for sensitive skin and post a behind the scenes video of packaging. Keep in mind, high quality content is not always a sales pitch. Learn to showcase your brand by showing your expertise and not only your products.

Be forever visual.

Videos and images will catch the eye on scroll. It could be a simple GIF or cellphone video/image. Great platforms like Canva and Adobe Spark will allow you to make engaging video and image posts quickly.

Start the conversation with a question.

Ask a “who, what, when, where, how or why” question. For example, a motivational speaker might ask “When was the last time you laughed so hard you cried” and attach a video from a recent speaking engagement.

Respond in a timely manner.

If someone takes the time to comment or like your post, by all means, engage them in conversation.

“But still.. how often should I post?”

If you want to find that “Meaningfully Engaging Sweetspot,” it will more than likely take trial and error. Nevertheless, here are some quick tips on creating “meaningful interactions.”

Post Frequency Guidelines

A 2019 look at how often to post on various social platforms.

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The Strategic Communications Plan

MOBILE MARKETING

The Strategic Communication Plan

June 2, 2017


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Written by Ebony Hall

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The Nerd Approach™ specializes in the Strategic Communication Plan. As a former journalist turned PR strategist, I love communications and research. The Nerd Approach™ allows me to combine the two. In the process, I get to help organizations like non-profits, corporations, and agencies. I can help them improve their communications with clients, customers, employees and more.

Research is key

Without conducting research, public relations is based on experience or instinct, neither of which play large roles in strategic management.

-Saylor Academy

Thorough research gives insight into communications issues. It reviews the list of publics involved. It hones in on what makes this particular group tick or what turns this other group away. The Nerd Approach™ can provide feedback about what you’re doing right and how to improve.

Branding is rooted in an organization’s strategic communication plan, shaping a messaging strategy to express its purpose and character so that audiences will understand it and differentiate it from other organizations.

-Ronald Smith, Strategic Planning for Public Relations

Strategic PR important to small biz

Steven Symes wrote about how research is important to Strategic Public Relations Plans for small businesses.

  1. Research provides unbiased information. “Research, when conducted properly,” writes Symes, “eliminates bias and gives the leaders of a company a realistic picture of how various members of the public perceive the organization.”
  2. Research reveals organizational strengths and weaknesses. “Research for a public relations plan should involve a non-biased assessment of the organization itself,” he writes.” This research analyzes not only the overall mission of the organization but also how far the organization has gone toward achieving its mission.”
  3. Research helps with public relations messaging. “The research provides feedback about what matters most to the public,” Symes says, “which the organization addresses or incorporates in public relations messaging.”
  4. Research helps the organization gain feedback. “After a public relations plan has been formulated and then put into practice, additional research provides feedback on the actual public relations plan,” Symes concludes. “This research allows the organization to determine if any of the objectives formulated for the public relations plan has been achieved and to what degree.”

What do you need?

You need a strategic communication plan that will help you:

  1. set communication goals
  2. recommend tactics and strategies
  3. set benchmarks to check your progress along the way.

Let’s talk about taking your public relations management to a new level. Let’s talk about The Nerd Approach™ to your organization’s success.

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The Mobile-First Era

MOBILE MARKETING

The Mobile-First Era

September 17, 2017


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Written by Ebony Hall

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We are now living in the mobile-first era. This was a topic at the American Marketing Association annual conference last week in Las Vegas. There were so many great speakers including Jebbit founder, Jonathan Lacoste. Lacoste spoke about The Science Behind Mobile Attention. I believe mobile marketing must be part of a brand’s communication strategy. Lacoste presented three Major Keys (a la Dj Khalid) about mobile marketing that explain why this is true.

Major Key #1: We have entered the mobile-first era.

Lacoste says data is the” new oil in the digital economy.” The more you know about your consumer, the better experience you can provide. However, Lacoste says 90% of customer data will be inaccurate, outdated or irrelevant in 18 months. Lacoste says there are two sins: buying data from third party sources and inferring data from digital behavior.This is why I believe good data is important. It’s also why good research is paramount.

Have you considered how old your contact information is for consumers in your database? When was the last time you asked them to update their information? Have you surveyed your contacts to find out what they’re looking for or need?

Major Key #2:  Capturing your unique data at scale.

For example, you may ask yourself, “how can I use content as a way to learn more about the consumer?” Social media can be your gateway to learning more about them, but consider what your social media strategy entails. Lacoste quotes Comscore’s 2016 Flurry Analytics report that says “1 out of every 3.5 minutes on mobile is spent in a Facebook, Twitter or Snapchat owned mobile app.” You can take advantage of that.

“The future of social is video.,” Lacoste says. Facebook has 8 billion video views daily. Snapchat gets 12 billion video views daily. LIVE video grabs attention. People will spend 3X longer watching a LIVE video. LIVE video also gets 10X more comments.

He also believes the future of social is messaging. Messenger and WhatsApp process 60 billion messages a day. Lacoste says messaging is replacing email and websites for transactions.

Major Key #3: Social is your source for data collection.

If you can leverage video and messaging to your advantage, you can learn more about consumers and make money in the process.