Five Key Tips to Maximize Your Social Media Efforts

Abby Katz


Image from Brantey Davidson used under CC license.

It seems as though we are caught right in the middle of a social media frenzy. Social media is not just an “option” anymore, as it has completely revolutionized the corporate world. The Global Digital Snapshot reports there are 2.078 billion active social media accounts, with mobile dominating more than half of these. This report predicts that mobile will assist in increasing internet usage to reach more than 50 percent of the world’s population by 2016. Traditional ways of advertising are long gone – businesses will need to adopt mobile-friendly marketing strategies that appeal to these new trends. Check out these five tips to make the most of your social media efforts.  

  1. Remember your audience – Not all audience members are the same and it is important to pay attention to what you can provide them and how you can make their lives easier. Are they looking for a quick laugh to lighten their mood? Are they looking for ideas to promote their new business? In assessing your audience members, start general. One way to do this is to develop different “personas” for each time of audience member.
  • Personas are “ideals” of your target customer— traits that you build to better understand the needs, interests, and behavior of existing and potential customers. 

  • Personas serve as a way to help segment your audience based on key-traits that play a role in purchasing decisions.

  • Persona marketing has provided marketers with new tactics to engage and create more effective marketing campaigns for their brands.

  • For more tips on developing personas, check out our blog on 5 Tips to Create Dynamic Personas.

2. Establish an identity – After you understand your audience, it is important to establish an identity that correlates with your audience’s needs. In generating this identity, ask yourself; what is it you are trying to accomplish with your social media efforts? Are you trying to increase brand awareness? Are you trying to build a client base? Whatever it may be, as you establish this individuality, make sure to utilize tactics that make this clear to your audience. Should you write your posts in a witty, laid-back manner? Or should you use a more serious tone?

3. Consistency across all social channels – If you’ve established a strong identity, this should come fairly easily. Obviously, you don’t want to be Instagramming pictures of puppies if you’re Tweeting about stock market insights (unless, of course, your puppy pictures serve a therapeutic purpose to stock-market brokers, and in that case, Instagram away!) Part of maintaining a stable audience base comes with consistent content across all channels in a timely manner. Leading to my next point… 

4. Timing is key –If you only post on each channel once every month, it doesn’t take a psychic to predict that your number of followers is likely to decrease. Even more so, it is important to consider when you are actually doing the posting. Consider your typical audience member’s schedule – if they work the typical 9-5 work day, it doesn’t make sense to Tweet at midnight. Think about what time of the day your audience members will be checking social media. If you aren’t available to post at these times, websites like Hubspot and Hootsuite allow you to automate your efforts.

5. Have fun with it – Let your creative juices flow and kick back, relax, and have fun! Social media is supposed to be about thinking outside of the box. Don’t let yourself get bogged down with the “rules” of it all. The beauty of social media lies in the creative ability of its creator.

All in all, social media is an increasingly powerful device that is proving to be both beneficial and necessary to companies… if used correctly. However, if used incorrectly, it can be extremely detrimental to a company’s success. PAN utilizes a multi-channel approach to social media. Our integrated approach attests to the favorable outcomes we’ve observed in a relatively short amount of time. Feel free to check out our Twitter, Instagram, and Facebook accounts to see what we’ve done.


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