How Audiences See Your Social Media Presence (and How to Improve It)

June 6, 2017

Social media – now present in our lives for more than a decade – originally started as a rather intimate way to keep in touch with friends and family from anywhere in the world. As it has grown, so too has the purposes it serves. Many people now get a majority of their entertainment and news through these platforms, making it an indispensable part of peoples’ lives.

Businesses and brands have likewise seen the potential in what social media can deliver for them, with countless brands establishing themselves on sites like Facebook, Twitter and Instagram.

The perception of your social media presence can affect its performance just as much as any advertising campaign or push for new followers. Because of that, we’re going to talk about how audiences tend to view your social media presence and what you can do to make improvements. At TOPDOX we rely and multiple social media channels to communicate with our users and partners.

Social Media

Websites and Social Media Go Hand in Hand

The initial impressions a person generates about your brand can be affected by numerous factors. One of them relates to the extent of your brand: how far does it actually reach? If a particular brand has both a social media presence and a website, then that indicates to visitors that this is in fact a legitimate entity. Those who operate solely on social media or via standard websites, however, miss out on making a good first impression in many cases.

How to Improve Both

Not only should you have both elements and use them actively, but you also need to establish an integration between them. Everything you share on your website should in one form or another make it to social media; likewise, the content that originates on social media should be visible in some form from your website. Have a planned downtime for your website via your CMMS systems? People on social media should get a heads-up. Unveiling a new contest on social media? Be sure that your website visitors are aware, too!

This kind of synergy helps encourage more people who might only visit each medium to interact with both the website and social media. The more impressions made on each visitor, the greater the chance of turning them into a loyal follower or customer.

Your Visibility Isn’t Great

To say that everybody who follows you on social media doesn’t see all of your posts would be the understatement of the year. In the past, social media platforms mostly served up content to individuals in chronological order. While this is still the case in some instances, most networks have moved to serve up relevant content first and foremost.

If you are operating a Facebook page, for instance, then there is a good chance that without a paid advertising campaign, only a small fraction (less than 5%) of your audience sees any one post. This relates not only to algorithms governing relevance, but also due to the half-life of a given post. Time does still affect whether somebody sees content from you; the average half-life of a social media post ranges from a few hours to one day.

How to Boost Visibility

Because of this, it is more often than not necessary to boost your exposure via paid and organic means. Virtually every social media network offers advertising solutions that can be utilized to boost individual posts or your entire page among specific audiences. This can help improve visibility in the short-term and gain you some more followers, but it must be consistently used in order to maintain those gains.

Another way you can increase visibility is to simply post more often. Social media pages should be churning out content at a rate of several posts per day if they want to maximize their organic visibility. Due to individuals using social media at different times of the day, you won’t catch everybody unless you use this approach. Through these networks and/or in conjunction with various apps and plugins, you can schedule posts to be published in advance (meaning you don’t always have to be logged in to share content with your audience).

What People Want from You

Social media – as a whole – is a rather light-hearted environment. Most people are on it to communicate with friends, family members and like-minded people. In addition to that, they want to see funny, entertaining or otherwise informative posts that make them think, laugh or feel motivated.

In order to truly tap into the potential of social media, businesses and brands must first understand this crucial concept. Without a way to tap into this dynamic, a social media page can run out of room to grow.

How to Give Them What They Want

It then becomes a question of how to deliver this to the people who follow you or who might do so in the future. For some brands, this can be a very difficult concept: if you’re selling window cleaner, for instance, how do you make the pitch entertaining?

Thankfully, any brand can utilize social media to share content that is relevant to their brand… and also not. Businesses and brands shouldn’t be afraid of sharing the occasional bit of humor, inspiring video, uplifting speech or beautiful photo. These elements help break the monotony of an otherwise tedious marketing pitch, and can slowly bring new people into your audience.

Some brands actually go as far as to make their own entertaining content, whether that be live feeds, podcasts, infographics or photos. Even if you are not in the position to do that, you can always find a combination of relevant content and simply-entertaining material to share with your audience. If you fail to do this, then your audience will likely view your product pitches and suggestive selling as two-dimensional and uninspiring.

Social media audiences can be very judgmental – even when they don’t realize they’re doing it. In a world where instant gratification is the norm, people expect your social media presence to be informative, entertaining, funny and beautiful. Likewise, they’ll expect that your brand conducts itself in a professional demeanor. If you can satiate their content demands, integrate all aspects of your brand into social media and increase visibility with a combination of organic and paid strategies, then you’ll be well on your way to producing a more effective and enjoyable experience for your audience.