Some brands thrive on social media, while others consider it a necessary evil.

Those brands that are doing social media as a chore are doing what we call “check-the- box” social media. They need to start engaging, genuinely, to thrive in today’s competitive marketplace.

Social media supports the human need for social interaction.  It has the ability to take a message from dozens to millions. That’s power!

Here are some insider tips you need to know:

Likes may boost your ego but shares boost your popularity

Interactions, meaning liking, sharing and commenting is the holy grail of social media. Likes may be easier to gain but shares are what you are really after and what is needed to be viral.

Visuals have started to trump words

Find the right image for your words because original written content gets more response when combined with visual content.  Expect for this to keep evolving.

RTE (real time engagement)

Dialing a phone number for customer service is a pain that no one wants to deal with, which is why turning to social media for questions and concerns has skyrocketed.  Asking companies for help through social media continues to grow as more customers want real-time engagement.   This term will less likely be something of a nuance and more of a staple in any business to customer (B2C) strategy.  While the majority of consumers expect responses during regular business hours, after hours and on weekends, an increasing number expect to hear back within 30 to 60 minutes tops.

Go live

Live streaming, ala Snap Chat and Periscope are increasingly popular.  It builds trust, creates connections and is fun!

Fan duds

The people that love you most, probably aren’t as loved as you’d like.  Accordingly to the social monitoring website Mention, 91% of mentions come from people with fewer than 500 followers.

Timing

Early morning, late night, weekend, Friday’s, Sunday’s. It’s not a gamble. It’s a stat! People check social in their free time so be there when they are.

Social’s effect on your rank

Together social and SEO (search engine optimization) can influence sales.  Social alone won’t and you have to make your social work for your SEO through post optimization, earned followers (not bought), diverse content and more.

Facebook, Twitter, Instagram, Pinterest, SnapChat and Periscope are all platforms to build your reputation and increase your odds of being discovered by the masses.  Use them to network and learn.

Nancy Trent

Nancy Trent

The Trent Trend Spotter, Nancy Trent President, Trent & Company Marketing Communications

Nancy Trent is a writer and speaker, a lifelong health advocate, a globe-trotting trend watcher and the founder and president of Trent & Company, a New York-based marketing communications firm. Trent & Company grew out of Nancy’s personal commitment to helping people live longer and healthier lives. A former journalist for New York magazine, Nancy has written seven books on healthy lifestyles, serves on the editorial boards of several magazines and travels around the world speaking at conferences and trade shows on trends in the marketplace.

She is a recognized expert in PR with more than 30 years of experience creating and managing highly successful campaigns. Nancy can be reached at (212) 966-0024 or through e-mail at nancy@trentandcompany.com. You may also visit www.trentandcompany.com.