Content is Key - By: Emilie Legrand

With social media quickly turning from a fun plaything to a valuable business tool, many brands are signing up to social networking sites as a way of reaching out to a wider consumer base. The problem however, lies in brands having the ability to increase and subsequently maintain a high level of engagement through social media.

Working at a social media agency, I have gained experience assisting brands on the popular social media channels, Facebook and Twitter and therefore I have learnt a few tricks of the trade to ensure a high level of user engagement is maintained. With ample tips and pointers available on the internet, I am of the opinion that there is one vital guideline to remember – content is key.

It is hugely important to keep content fresh and new in order to keep users engaged. Popular celebrity tweeters, from Lady Gaga to Stephen Fry haven’t gained followers through simply being there, they have interesting things to say which keeps users interested and attracts new followers on a daily basis. The same goes for brands.

Social media content needs to be relevant to the brand and the products or services it has to offer, however factoring some different styles of content can have a hugely positive effect. For example, asking fans or followers questions about them is also something that is well received by users, questions such as “what are your plans for the weekend?” It sounds like a simple thing to do but a brand that shows interest in its fans and makes them feel important is likely to be a social media success.

Offering users a variety of content is also very important. Posting pictures, videos, surveys and even music, where relevant, will keep users intrigued, preventing them from becoming bored by the same content being churned out each day. As well as content being of paramount importance, brands should also take timing into account; identify who their core audience is and when they are most likely to be online and post content accordingly.

Setting up a social media profile is something that consumer brands should be doing, a variant of online PR, it has reached the point in which users expect to be able to find their favourite brands on social media channels such as Facebook and Twitter. Sadly making the most out of social media is something that some certainly aren’t doing. However, by observing the above, they can see how straightforward and rewarding, managing a social media channel can be.

About the Author

Emilie Legrand is an Account Executive at PR Company Punch Communications, a leading SEO agency that specialise in the integration of social, search and tech PR services. For further information visit punchcomms.com or call the team on +44 (0)1858 411600.

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