Thursday, September 6, 2012

How to Create Engaging Social Media Content

How to Create Engaging Social Media Content

When planning a social media campaign, it is essential for brands to recognise how important well written content is for maximising engagement opportunities.

Well written content seems a simple enough task, but with the majority of brands now utilising social networks such as Facebook and Twitter within their campaigns, it is important to stand out from the crowd. Outlined below are a number of ways in which brands can generate excellent content as part of an engaging and successful social media campaign:

• Create, don't replicate - It is always more rewarding to initiate content rather than replicate something that has been created previously by others, especially for engagement purposes. Of course, finding the correct balance between a curator and a creator is a must. Users will more than likely stick with a brand when they see that the content is fresh, engaging and newsworthy, and above all, can be found all in one place.

• Follow a schedule - Audiences expect some regularity when following social media, and they will reward the brands that embrace it. Therefore, creating a content calendar as a schedule for social media posts will enable users to begin to learn when brands will be posting throughout the day. Schedules also help brands reinforce their professionalism and dedication to their work.

• Use multiple platforms - Until recently, social networks mainly consisted of Facebook, Twitter and YouTube. Now, with the introduction of Pinterest and Instagram, brands should be embracing all possible social platforms in order to maximise outreach. Content which is posted on Facebook can be linked to other platforms such as Twitter, as well as ‘pinned' to Pinterest and transformed into a photographic image for Instagram.

• Engage and participate - Posting great content is one thing, but engaging with users is just as important. Brands should engage with their own posts and participate with conversations on a regular basis in order to heighten engagement possibilities. When customers comment, ‘Like', share or Retweet a post, brands should respond to this as quickly as possible.
-- Jessica Ward is an account executive at Punch Communications, an integrated PR, social media and SEO agency, with a client base from start-ups to global brands. If you are currently interviewing PR agencies or are interested in areas such as social search, call Punch on 01858 411600. Source:

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