How to win at Social Media
It is no exaggeration to say that more than half of the globe’s population has a social media account and so for cybersecurity vendors, having an online social media presence is essential. Social media offers a fantastic opportunity to grow your brand, connect and engage with your audience, add personality to the company which will ultimately build a loyal following. LinkedIn and X/Twitter are amongst the most popular for cybersecurity vendors to have, but, with TikTok, BlueSky and others rising in popularity, knowing where to start can be a bit of a challenge. Below is Eskenzi PR’s guide on how to create a strategy and win at social media for your company.
What is your strategy?
Having a strong social media strategy is the foundation of any success you will have. It requires you to understand the platforms you are going to use, their unique features, the audience that is also connected – doing so helps you to tailor your approach to get the best results. Begin with answering the following questions:
- What is the reason we are using this platform?
- Who are we trying to target?
- What is our message to this audience?
- What is the best type of content for this platform?
- How can our content be different to what is already available?
Defining these answers will help you create targeted, engaging content that aligns with your brand goals.
Consistency is key
Once you have decided what social media platforms your company is signing up to, understand that you must be consistent in posting frequency, messaging and tone. To help it is advised to create a social media calendar to allow you to plan in advance, schedule posts early and ensure you have a steady flow of engaging content. Focus on:
- Maintaining a cohesive brand image and tone.
- Posting at regular intervals tailored to each platform.
- Using relevant and consistent hashtags.
If you’re just starting out, prioritise quality over quantity. It’s better to post engaging content on one or two platforms than to spread yourself thin across several.
What is Engaging Content?
As mentioned earlier, there are a lot of people using social media with latest figures estimating over 5 billion. Therefore, to stand out on the crowded news feeds, you will need to create content that catches the eye, is insightful and makes users interact with the post. There are some ways this can be achieved:
- Stay Newsworthy: Share timely, relevant, and human-interest stories.
- Incorporate Visuals: Use eye-catching images, videos, and GIFs to grab attention. Movement is particularly effective in driving engagement.
- Tell Stories: Storytelling builds a strong connection with your audience and makes your brand feel relatable.
- Leverage Trends: Keep up with digital and societal trends, but ensure they align with your brand identity.
Interact With Your Followers
When you’re on social media, remember it’s not a static one-dimensional medium. It requires there to be dialogue with your audience. If done correctly, these will turn into a growing and loyal following that is built on a trusted relationship. In order to achieve this you have to be active in trying to create a safe space for conversations to take place. Successful business social media accounts do the following:
- Respond to comments and messages from followers in a timely manner.
- Host live streams or webinars to engage in real-time.
- Create polls and quizzes for interactive fun and to promote user engagement.
- Posting content that encourages discussion or action.
- Be informative with your content – help your audience learn.
Remember, a connected and engaged audience is a loyal audience. Social media success starts with a clear strategy and evolves through consistent posting, engaging content, and audience interaction. With these tips, you’ll be well-equipped to grow your brand and connect with your audience effectively. This guide is a part of our ongoing ‘How to Guide’ series. To read more, please click here.