Social Media Playbook for The Studio Gallery
How to use this playbook?
This Playbook is a guide that walks you through how to use social media effectively. All suggestions made here are based on the research done for this project and the results of the applied business analyzes. The Studio Gallery’s Social Media Playbook is made for the needs and powers of the gallery. For optimal results, you need to consider how you can apply suggestions made in your personal style. The personal touch is very important for your image!
How Social Media really work?
‘Social media works best when there are real people, with genuine intentions and quality content, behind every profile, tweet and tag’ ‘According to professors Peter Kollock and Marc Smith motivations for contributing to online communities do not rely on altruistic behavior on the part of the contributor they depend on these four pillars: Anticipated Reciprocity. A person is motivated to contribute valuable information to the group in the expectation that one will receive useful help and information in return. Increased Recognition. Recognition is important to online contributors. Individuals generally want recognition for their contributions. Sense of efficacy. Individuals may contribute valuable information because the act results in a sense that they have had some effect on this environment. Communion. People are fairly social beings and it motivates many people to receive direct responses to their contributions’
Social Media Playbook: Everything Your Company Needs to Know to Succeed on the Social WebCoNtENt bY JESS3 & JoE ChErNov (@JChErNov)CoPYright Eloqua aNd JESS3Except where otherwise noted, content on this site islicensed under a Creative Commons Attribution 3.0 LicensePublic Version
10 basic laws of Social Media
Define your goals
+
Know your audience
=> Social media patforms
Assuming you know your product / service very well, the target audience and the message you want to communicate, the first step in a social media action plan is to look at a series of elements and to draw up a report with the observations, conclusions and suggestions which you get. The social media platforms you use will be chosen according to the target audience - where you find them in a larger number.
In the beginning, you will need to choose one or two social media platforms and focus on them, rather than trying to work on all possible platforms at the same time. At present, The Studio gallery uses 3 social media platforms: Facebook, Instagram and Pintrest. A successful way to find out which platform suits your niche best is to find influential people and analyze where they were successful. For example, find out who are the leaders in your niche and check the number of fans on Facebook, the number of followers on Twitter, Google+ or Pinteres, etc. If they have 100,000 fans on Facebook, but only 10,000 on Twitter, then this is a good clue as Facebook is more suited for your niche. At the same time, it is a sign that you have more chances of success on this platform than others, so you can use the time effectively for it.
Facebook is still the biggest social media. 80% of Danes are on Facebook, and according to their own advertising module there are a total of 3.7 million. Danes on Facebook. Facebook is so integrated into Danish media usage that there is no doubt that your target audience is there, regardless of age.
For postings, it is noted that quality and creative images with short text are the ones that bring better results, with little difference to video clips, the duration of which, ideally, should not exceed 1 minute. Link posts are more effective if they are accompanied by very appealing images and a ‘headline’ involving the call to action audience. An effective Facebook communication mix consists of pictures and links artificially supported by Facebook Ads, to get the message to more people than an image that gets a ‘reach’ greater than a link. The recommendation for Facebook is daily communication consisting of a mix of inspirational, educational, positive and less promotional content for business products or services, and the success of communication is determined by the emotional messages, be it contextual or visual.
Figures say that people spend more time on the messenger than in feed, companies have started to focus on interacting with people through this method, and some brands have already implemented artificial intelligence in their pages by optimizing their chat time to increase lead performance or sales achieved with this tool. Probably in a while, not too far away, Facebook messenger will be a ‘gamechanger’ in digital marketing.
Facebook Advantages and Disadvantages
Instagram It has become one of the most popular social media channels with over 600 million active users in the world, 95 million daily average posts and 10 times more engagement than Facebook. Instagram is the ideal channel where companies can express themselves visually, interact with their fans and create long-term relationships with influential partners. For Instagram, the most creative formats, especially video clips with their own visual identity, work, and when looking at the entire feed, it’s ideal to be enjoyable, respecting the visual rules of the brand. The text that accompanies each image is shorter (‘Less is more’), the maximum recommended length is 220 characters, with simple hashtags, without misusing their number. Just as with Facebook, the more engagement in a posting, the more obvious its visibility. The right time for postings is between 11:00 - 13:00 or 19:00 - 21:00. Instagram can perfectly serve to expand Facebook ads but at the same time provide an extremely friendly solution for artificially promoting the content of the product directly from the mobile phone.
What the hashtags are used for? A hashtag has one role: to group all messages on a particular topic in a single search, like a blog category.
Because Instagram has no categories, navigating through hashtags is the main way to discover new images about a particular topic (eg #TheStudioGallery). Thus, Instagram users use at least one hashtag in the description of the images they post to make it easier to find.
5 Tips on Using Hashtags
Set up your Instagram account as a business account to get statistics about your stories, posts, and followers. With a business account, you have the following benefits: You have access to real-time statistics about your day-to-day performances and promoted posts. You have access to statistics about your followers and how they interact with your posts and stories. Add information about your business, such as your work schedule, address, and phone number. You can switch to a business account from your account’s application settings.
Pinterest Pinterest is a site that works according to a well-established goal of “creators”. His destiny, from the very first moment, was to create connections between people, depending on their points of interest, regardless of geographic location. In practice, the service acts as an enormous showcase where users everywhere can expose their notes, photos, recipes, or videos. All this content is then categorized by category, and can be distributed and viewed by users enrolled in this service. What are your clients interests on Pinterest? Before doing anything on Pinterest, spend some time on the platform and study what kind of people you want to get. You probably have an idea about the target audience. Find out what your target audience targets Pinterest, who gave it follow, and what kind of pictures I can pin down. Start by navigating through the Pinterest categories. Click on the right side of the search box to open the list of drop-down categories. Click on the categories that are most relevant to your business and check related topics. From here, you can start to see where your content and business can fit on Pinterest. Create Boards using friendly words Now that you’ve identified popular topics and keywords for your target audience, you can start building your profile. You’ve probably discovered some popular topics that are related to your industry. Use the topics of interest that you have identified for your boards. Your Pinterest profile is a perfect place to incorporate your keywords. This will help you discover both Pinterest and Google. Add keywords in your profile name, profile description, dashboard, and dashboard descriptions. Using keywords in descriptions It is true that we publish Pinterest especially pictures. However, we must not forget that in order to be easily found by the users, we need to use them in the name and description of the representative keyword board. It is preferable that each photo be “enriched” with a brief description that contains a meaningful keyword for the promoted product or service.
Manage the traffic and Rich Pins clicks Rich Pins allow you to incorporate information on your site that is dynamically updated to encourage customer conversions. That’s what Rich Pins do Use pins of articles if you have a blog. When you create pins of articles, the title, author, description, and story will automatically be pulled into the pine. This encourages pinners to click and save your pine. Use product pins if you sell something on your site. The product name and price information will be drawn to Pinterest automatically. This helps the buyer connect to your site as quickly as possible. You can create a pin that includes a map, an address, and a phone number. This is perfect for sharing your business location. Try to make a board about your city or a certain street. You can share pins for more places you want to mark.
Be ready to interact By sharing information, the public will be able to ask questions. Perhaps you will find in your searches other people who share similar information on their board. Reply to comments and add your own thoughts to them. This is a way to connect in a more personal way with your clients.
A thorough analysis of the brand audience information is required, tracking response to each type of post, and at the right time for each channel. The success or failure of digital communication is determined by people’s reaction, it is important to communicate but equally important it is and how you do it. Apply tactics specific to each network and avoid communicating the same in all, at similar times. Brand messages should not reach everyone just your target group.
Optimize your social media profiles Once you have decided what social media tools you will use, the next step is to optimize your profiles on these sites. By optimizing you will significantly increase your chances of getting more followers, and it’s also an excellent way to boost your SEO efforts. There are some general rules that apply to all sites: • use a real and proper picture, avoid using pictures of animals, places or anything else that is not real. Social media consists of establishing relationships with people, and if you want to be a trusty profile you will need to “get out of the cage” and really look at the site; • makes an excellent description of yourself or of your company. What is your expertise? What can you be proud of? Mention all this on your profile; • gives an indication to the users whose type of information you share. Although this is not necessary, I personally like to read in the profiles what kind of information can be expected. For example, in the profile you can specify “Art gallery exhibitions”; • if appropriate, includes a link to your site. On facebook, you can include it in the “About” section, on Pinteres in “Web Site section, etc.” In other words, use social media profiles for SEO purposes as well. Link your site or blog to social media pages Since you have prepared your social media profiles, the next step is to connect your own website to the social media page. There is a certain procedure to follow for each platform and it is very important to do it correctly. Correct correlation between the two means that search engines and social media sites know which site is a social media page. Add social media buttons to your site In addition to linking your business website to social media pages, you will also need to add social media buttons to your site so readers can easily share your content. Depending on the platform, there are several ways and plugins for that. As a general rule, keep the buttons at the top of the page to increase exposure.
Find and watch the influents from your domaine So far, we have selected the most appropriate social media tools for your niche, optimizing social media profiles, linking the site to those pages and adding buttons on the website for greater interaction. The next step, obviously, is to identify the people who will take us, but the most important thing to gradually build our tribe of followers. I could say there are five basic steps to follow to get as many followers as they can be seen below. Before moving on to this, you first need to identify and track influencers in your domeine. It’s almost certain that they will not track you, given that you have a new account with no followers, but their tracking is important because you can get new followes and at the same time you can get important information and news from that niche could help.
Keep a balance between follow and followers Once you’ve started watching social media for some people, you’ll always have to remember that it’s better to keep a balance between the number of people you follow and the number of followers. This is important on Twitter, Google+, and Pinterest, and the reasons are multiple: • software applications use this followers / follow report to make suggestions on “who to follow”, so if you have a very high ratio then you will minimize the chances of getting new quality followers; • is a matter of trust. Who do you think has a trust profile: someone with 1,000 followers, but who is following 2500 people or someone who has 550 followers and is tracking a number of 510? • a balanced profile is useful for SEO
Share interesting content (text, images, video) This is the foundation for having a successful social media marketing company. When we talk about publishing content, we always say it must be vital and relevant, especially for social media networks. If you share interesting and useful content, you can get more re-shares, more visitors and, under certain conditions, more customers. What is interesting content? It can be a combination of niche articles / stories / pages, but not necessarily, on your own site; interesting statistics about the
field; motives related to your domain or certain research studies; images and videos; funny aspects of your niche so as to pull a smile from the lips of those who watch them. Post several times a day, but without exagerating A common question for the people at the beginning is “how many times should I post each day?” The answer depends on the network. There are many studies in this regard that analyze the effect of posting frequencies and good practices, as follows: • on your personal Facebook page - anytime you want; • on the Facebook business page - no more than 1-2 times a day and no more than 7 times a week. There are studies that support these figures; • Twitter - the more you post, the more you are exposed; • Google+ Business page-whenever you want, but without exaggerating, as this can cause conflicting results; • Pinterest - several times a day is enough.
Do not forget “follow back” Most focus on how to get adept, but forget to watch social media pages for those who have already followed. Every day you have to create the habit of seeing the people who are your followers and it is advisable to return them “favor”. If you do not do this regularly, then most likely some of them will decide to become anfollower, generating over time a decrease. Follow the rules and be patient Social media networks have rules to keep spammers away. For example, there is a limit on Twitter about the number of people you can watch per day, there is also a Google+ limit on the number of people you can add / delete from your circles, Facebook has its own its rules, and the list can continue. This means that it will take some time to get thousands of fans / followers, so you will have to be patient and do not try to hurry the results either by breaking the rules (your account will be suspended) or by spending money on “Buying fans” or something similar. Try to spend the time to create a tremendous social media profile that will last in time and why not become one of the authority profiles in your field.
What your Social Media posts should contain? One of the most common issues for business owners is content posted on social networks. While some do not know what topics to post, others notice that although they post constantly, it does not seem to bring any benefit to the company. These phenomena occur frequently in the business environment and are based on a lack of documentation on the construction of a marketing strategy for social networks, from the setting of a posting calendar containing the week and even the hours of posting, until the posts are adjusted to the position the social network, the content of the posts and the importance of the comments. Here are some tips that will help you grow your business with social networks: 1. Set up a posting calendar Every social networking site focuses on certain aspects. To get the results you want, each strategy needs to be tailored to the social network:
2. Put yourself in the place of virtual friends Before posting information on a social networking site, think about it if you pay attention to it. Post it only if it’s interesting, it provides useful information and a picture that draws a user’s attention when looking at the news feed. With hundreds or even thousands of posts that appear daily on a user’s news feed, you need to be sure to offer something in addition to other users.
3. Do not just focus on promoting your products or services Social media specialists recommend that only 20% of Facebook posts be related to promoting a product or service, while 80% must contain general information about your field of activity. Such posts help you gain customer confidence in your products or services and perceive you as an expert in the field who can provide answers to all of their questions.
4. Give your clients a reason to follow your profiles It’s not important for customers to tell them to follow you in social media, but to give them a good reason for doing so. The next time you want to attract your clients to a new social networking site instead of “Follow our profile”, try “Join our 1000 friends”, “Keep track of our profile to keep up with the news”, etc.
5. Based on emotions A client will not be attracted to your product right away, but if you highlight how your product can help with your product and meet the expectations it has, the customer’s interest grows. For example, Coca-Cola focuses on happiness, friendship, family and highlights these aspects in every marketing strategy.
6. Do not suffocate Once you’ve succeeded in getting followers interested in your work, you may be tempted to add more content, to deal with information, links, and other posts, all hoping to get them to interact more. Nothing more wrong. Getting the attention and filling their news feeds with successive posts can lead to their over-saturation, and sooner or later people will try to get rid of this “attack,” they will consider you as a spammer and give up on you. That’s why it’s good to limit your posts to certain limits, which vary from one network to another. For example, for Facebook, there are enough 2 entries per day, and in the Pinterest case up to 5 posts per day can be published. Differences are due to the popularity of networks, but also to their nature. So, with Pinterest being just pictures, posts are only in this category and people are looking for it.
7. Automation One of the main issues that social media faces and is at the beginning is the time needed for effective publication. We do not always have time to keep an eye on our watch and wait for a certain time to put the next image on a particular network, so we often give up on it or post it when we remember or have time. And this kind of behavior can pretty much affect our success. Fortunately, there are also simpler and most friendly methods: automatic publishing programming. In the case of Facebook, the situation is very simple, because it has its own posting programming system, the only limitation being that it can only be done for a page and not for the personal account, but this is not so relevant for a business that it is wanted to be promoted as a book. For other networks it can be used with Buffer Confidence, because it is the only one that allows easy customization of appointments and postings. A special program for everyone, including Facebook, can be organized. The goal is to appear in front of a larger audience, as it is known that a post has a shorter life, and it is unlikely that anyone will see it after 30 minutes from publishing
8. More traffic with the same posts You may think you do not have enough content to post 2 to 5 times a day on these networks. And you may be right. But there are tricks that can help you in several directions. If you wrote an article, it must be promoted. And not once. In other words, once you’ve made your first post, it’s a good idea to come back with the same post multiple times over the next time. It is essential, however, not to use the same introductory text, but to always adapt it. Another important element is the frequency with which you repost. For example, you can put it on Twitter four times in a month, while on Facebook it’s good to pick up the post after just one month. However, the use of an old article can only bring benefits, the more the traffic to the site grows.
Tip: Change the covers according to the season, while retaining common graphics for brand recognition. Use seasonal themes or national holidays. You will offer potential customers variety, you will be distinguished from the competition and you will increase the interaction rate.
9. Control and analysis In order to better understand the preferences of the public and to optimize the posts according to them, it is necessary to constantly count and analyze the traffic, both on the social networks and on the site itself. Gradually, hourly, image, or descriptive text preferences will be noted, depending on which posts can be made.
Establishing and applying a strategy in Social Media is much more complex than it may seem, but once set, it can bring major benefits without requiring a considerable time resource allocation. The results will begin to appear fairly quickly, but they also depend on theinvolvement and field of activity.
Daily Social Me
Monday
Tuesday
Wendsday
Thursday
This are the points that you must check out daily for every social media platfo Facebook • Reply to all comments (be grateful, generous, and giving in your reply). • Thank anyone that’s shared your content (always monitor mentions). • Like and Comment on a 3-5 relevant Page updates (Don’t just say “Nice!” or “Great!” Leave a thoughtful reply). • Share relevant content to niche-specific groups. (this isn’t spammy or self-promotion, but helpful and valuable)
• Post 1-2 times per day – a mix o top tips, funny/inspirational and • Share an Instagram story. • Like one post from everyone th
edia Checklist
y
Friday
Saturday
Sunday
orm that you use Pinterest • Pin 5 images per day. A mix of your content and other people’s. • Like 5 posts per day. • Repin 5 images per day. • Choose evergreen posts to pin to a specific brand “blog board.” • Pin to group boards for added exposure. • Update boards or titles that need to be optimized.
of blog posts, roundup tips, d relatable posts.
hat’s liked your content.
Sugestions for posting content