Posted by: Rachel Neff in: Digital/Social -
Every brand has its evangelists and enthusiasts. These people know the ins and outs of your product or service and they sing your praises. But how do you find them? And why should you care about finding and cultivating them? We’ll cover why you need core evangelists and how to give them what they want.
Your core evangelists are the canaries in the social media algorithm coal mine. The faster and more enthusiastically these individuals react with likes, shares and comments, the more the social media platform algorithms reward your content in the asynchronous feed. The algorithms think of your content like this: If the people who most often interact with your content don’t bat an eye at your latest post, then why should anyone else who follows you be interested?
One way to get more engagement from your most active followers is to give them stories to share about why they love and choose your company or brand. Here are some places to start:
These types of content can help explain why your evangelists and enthusiasts love your brand, even if the content you are posting doesn’t directly apply to them. It’s very easy to assume that everyone in your audience knows who you are and what you do. Take the time to approach your online presence with fresh eyes. Even longtime followers can find value in new content that touches on topics you’ve previously covered.
Data doesn’t lie. Look at the raw numbers to see what content resonates best with your audience. If your posts appear to differ wildly in engagement due to paid support versus organic posting, use ratios to compare like with like. Here are few examples of ratios to consider.
Another factor to look at when reviewing social media analytics is the time and specific days that result in the most interaction. Often, algorithms place greater weight on posts that have lots of interactions shortly after being posted.
One of the best ways to ensure that your content shines even when the algorithms result in fewer than 2 percent of followers seeing organic posts is to build a community. When there is a community around your social media, the members of that community can help share your content via their personal feeds. Think about why you follow and engage with companies on social media, and what makes you want to share that content with your own followers. Give people a reason to slow their scroll and provide content they will want to share with their friends and family.
Your core evangelists let you know if your content is hitting the mark. By providing compelling stories to share, reviewing your analytics and creating a community around your social media, you will give the people who love what you do ways to tell their friends and family why they should consider your company or brand.
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