October '20

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A W A R D S & C U S T O M I Z AT I O N 3 2 G R A P H I C S P R O O C T O B E R 2 0 2 0 G R A P H I C S - P R O. C O M T H E R I S I N G T I D E O F B U S I N E S S 2. Have a plan. Many people call it a content calendar, but at its core, it is just a plan of what you are going to share and when that will best get the potential customers to engage with the information. Engagement can mean different things, for example, hitting the like button, commenting, or sharing a post with other friends. This should look a bit like this: Your niche is your local school spirit wear market. Your potential customer wants details about the schools, and they want to feel a sense of pride in the school they are associated with. Your content calendar might include sharing details about the latest news around the schools, the latest up to date sports schedules, and sparingly, the products you offer that can help them show their school pride. The engagement I mentioned is so important. Just because you post some- thing on social media doesn't mean that people are going to see it. The only way for people to see it is to prove to the so- cial media platform and the algorithm they use that people want to see your posts. The algorithms use data like how often and consistently you post, and then how much engagement you get. But not all engagement gets you the same pull to actually have your posts show. Engagements such as shares by people typically gets the most pull, then comments is next in line. And not all comments are equal. The more the commenter says (seven words or more), the better that helps your score in the algorithm. Sharing things that start conversations are superior to yes and no questions. Finally, the engagement of just hitting the like button falls at the end of the line. TOOLS By using the above technique, you are now focused on the outgoing message. Again, it is up to you to make the con- scious decision to stay out of the atten- tion-grabbing traps that litter social me- dia. One of the best ways to do this is to use a scheduling tool. Plan out all of your posts in advance away from the social media platforms. Most of the major social networks have scheduling functionality someplace on their app or online, but there are also third-party apps that keep you away from social media sites altogether. The two most popular are HootSuite and Buffer. They both have similar functionality, and a lot of it comes down to user prefer-

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