It’s easy to think you’re done once you’ve created content for your website or blog. You’ve completed your task, and you can move on to one of a hundred other things you have to do. However, that’s not the case. It’s not enough to write and produce great content—you have to get people to engage with it. That is what social publishing best practices are all about. Social publishing is getting readers to engage with your content, and to do that you have to give them an opportunity to do so.
An engaged reader—one who comments, likes, shares, and follows—is a reader who turns into a consumer. Consumers can then turn into ambassadors for your brand because they are sharing your content and talking about it with others.
Are you doing enough to enhance your content, engage your readers, and turn them into ambassadors? Here are three ways to use social publishing to help you do that.
1. Pick Your Platforms
There are numerous social media platforms for you to use to enhance your content, but the important thing to remember is that you don’t need to be using all of them to be successful. Pick two or three different platforms that you’re comfortable with and that make the most sense for your company. For example, if you own a photography company,Instagram would be a platform to pick since its purpose is to publish images.
It’s important you create content, or modify your content, so that it fits the specific platforms you have selected. For example, if you want people to comment on something with full sentences then that content would be better posted to Facebook or a blog because those platforms allow for longer answers. If you want your readers to visually see a new product you’ve just released, then Instagram or Snapchat might be better.
Time and resources are necessary to build your presence on these channels. If you’re not able to allocate those resources in-house, then you might want to look at hiring an inbound marketing agency to do this for you.
2. Be Authentic
The best companies and brands engage with their audiences on the specific platforms they’re using with an authentic voice. Readers know when they’re being sold and pandered to. It’s important to remember that engaging with readers means having a continuous conversation with them. People don’t want to engage with a brand or company that sounds like a robot. You need to decide what kind of voice you’re going to have, and then keep that voice consistent.
3. Invite Responses
Social publishing is about enhancing your content by engaging your readers through a continuous conversation. In order to do this well, you need to invite your readers to respond.
Inviting responses to your content can be done in an overt way, such as by asking a question that you want people to reply to or asking readers to leave comments below. This invites conversation on a particular topic, and it gives readers an action item to engage with.
Inviting responses, however, can also be done in a subtler way, such as by what you post to a specific channel. For example, an article link that you post to Facebook automatically invites people to respond because people want to share their opinions. The comments section of Facebook also allows for more engagement with people liking others’ responses or commenting on them.
Conversation flows in part because of what you posted, and in part because of the medium you chose to share it on.