So Many Channels – So Little Time

By: Deb Well
PAICR Board of Directors member
PAICR Member since 2006

In the beginning, there were three: Facebook, Twitter, and LinkedIn. You had to decide which of these channels made sense for your firm, work with Compliance to form a process everyone was comfortable with, and then move forward. All was good.

But now we also have Instagram, Pinterest, Snapchat, YouTube, and different permutations of the existing platforms: Facebook Live, Instagram Stories … and the list continues to expand! That’s made the decision of where and how to distribute your content more complex – in addition to the burden of maintaining active feeds in all of these channels.

Maybe you think you don’t need to consider going beyond the basics. But if you don’t consider it now, you risk being left behind. Video and visual assets are dominating online marketing. You need to have a visual content strategy and consider distributing your content via the channels where visual plays best.

Here are three quick tips to effectively expand your social reach and help you successfully expand beyond the basics:

Every Picture Tells a Story

If you have been involved in marketing on Facebook, Twitter, or LinkedIn, I am sure you are familiar with the stats on how posts that include visuals – pictures, video, or even emoji – get higher engagement stats. One such stat shows that Tweets with images earned up to 18% more clicks, 89 % more favorites, and 150% more retweets.

If you are already using visuals on these main platforms, is it such a stretch to think of how you could leverage them on Instagram or Pinterest? Or that video content on YouTube or Vimeo? As stated in a previous post, you have 8 seconds to get the average person’s attention. Today’s fastest-growing channels are visual based. Estimates are that 84% of communication will be visual by 2018. So you need to act now!

One Size Doesn’t Fit All

How annoyed do you get when you see a text-only tweet that is just a link to an Instagram post? Plenty of sites allow you to post to other sites at the same time. So, when I post the cute pic of my cat, Buttons, to Instagram, I have the option to post it to Facebook, Twitter, and Tumblr. However, just because you can doesn’t mean you should. Messages should be customized to take advantage of what works and resonates on a platform. It is fine that your posts in all these different places may ultimately lead to the same source content. After all, these platforms, and those who you reach on them, often represent widely different audiences. That’s why your message should be tweaked to fit the specific audience you are addressing.

Failing to Plan is Planning to Fail

While some of your content is going to be more “spontaneous” – something big happens and you need to respond in the moment – most of your content strategy should be planned out. That doesn’t mean a plan that’s “set in stone.” Your strategy needs to evolve to reflect data and analytics on which content is succeeding and where. That’s why you really should be using a social media management tool or a social media aggregator. Whether that is Hootsuite, Buffer, or any of the numerous others out there, these tools can help you:

  • Queue up content ahead of time
  • Provide analytics on what is succeeding (and what isn’t),
  • View interactions
  • Find relevant related content to share, and
  • Adjust your sharing and strategy based on insights you’ve gleaned

The Tenets of Success

Build. Measure. Learn. Repeat.

Start small. Test concepts. Don’t be afraid to fail, and don’t be complacent.

These are the keys to an effective and efficient plan to improve your social media reach. The ways in which you effectively communicate with your audience is rapidly changing. You don’t want to be left behind.