6 social media tips I swear by
I remember sitting in a classroom at Columbia’s School of Journalism when I published Golf Digest’s first tweet. I’d enrolled in the program’s first class about social media, and the professor opened by saying, “Don’t tell your parents they’re paying for you to learn how to tweet.” That’s OK, I thought, since I’m the one who’s paying for this.
Over the following 15 years, I found myself creating and/or managing the social media accounts for a number of golf media companies, clothing brands, resorts and destinations, equipment brands, and more. No matter the subject matter, the following 5 tips are those I’ve always leaned on to ensure an account was worth following.
Variety is King
The most interesting social accounts offer a mix of high-quality content. Variety in types of assets shared (photo, video, carousels, etc) and subject matter shared (I strive to create three to five categories of topics) is the spice that keeps the account an interesting follow.
The scenario I like to refer to when explaining why this is so important is the following—imagine you found yourself at a cocktail party with George Clooney. What a thrill! And you muster the courage to strike up a conversation with the man. What a dream! And he begins pulling back the curtain of his latest hit, talking endlessly about it. This would be an incredible conversation to have for an hour. Three hours later, he’s still talking about that one movie, and you find yourself getting bored. George Clooney…is boring you. This is why variety is king.
The Trifecta
Emotion is what makes people take action, which is what you want them to do with the messages you share. To evoke emotion, you should strive to share content that inspires, informs, and/or entertains. As you’re crafting a message, try to ensure it accomplishes two of those three qualities. If you keep this in mind, you’ll provide value to your consumer. And when you provide value, your audience grows.
A Strong Visual Asset
The visual asset you pair with your message is more important than the message itself. Humans take in much more information visually than they do via words, and it’s the photo or video that will capture their attention and stop them mid-scroll. As such, it’s best practice to ensure that a photo is crisp and fills up as much of a consumer’s screen as possible (ie, that it is cropped in a vertical orientation). And it’s critical that the first two seconds of a video capture a consumer’s attention. Obsessing over the visual asset you pair with your message is time well spent.
Strike the Right Tone
The assets and captions you share should adhere to a friendly-yet-elevated tone. Here are elements I like to keep in mind to achieve that tone:
Clarity and Precision. Use clear and precise language to convey the message. Avoid jargon or overly complex vocabulary–simplicity in expression ensures the message is easily understood.
Positive, Engaging Language. Use positive and optimistic language to create a friendly atmosphere, and inject personality and enthusiasm into your writing to engage the audience.
Active Voice. Use the active voice to make sentences more direct and engaging. Passive voice can sometimes come across as distant or impersonal.
Professionalism. Maintain professionalism by proofreading all writing for grammar and spelling errors. A polished piece of writing conveys respect for the audience.
Balanced Length. Pay attention to the length of sentences and paragraphs. While it's important to provide comprehensive information, overly long and complex sentences can make your writing seem less friendly. Break up complex ideas into smaller, digestible chunks. And brevity is always best–if you can write it in three words versus five, then write it in three words.
Ask Questions. Encourage engagement by asking open-ended questions or seeking feedback from the audience. This demonstrates that we value their input and are open to a dialogue.
Closing with Warmth. End communication on a warm and friendly note, such as expressing gratitude or extending an invitation for further discussion.
Provide Immediate Use
There are ways to optimize each social platform so that they immediately provide value. On Instagram, for example, this means making sure the account’s bio, story highlights and pinned posts are strategically crafted to serve and inform the audience. Make sure you clearly deliver your offering as soon as the consumer lands on your account.
The Power of Instagram
Instagram is as important as a brand’s website. It’s the face of the brand and needs to represent everything it stands for. These days, when a friend says, “check out [Brand X],” you’re likely not searching on Google or visiting a website to learn about it, you’re likely searching for the brand’s Instagram account. And you’re judging it by what you see. As such, it’s shocking to see how underinvested many brands are on the platform and how poor so many accounts are. And mostly what makes them poor is a lack of investment in video. Consider this an opportunity to rise above the others.
I’ve leaned on these tactics for more than a decade, and they translate to a wide number of brands—from resorts and destinations to media companies and personalities. Give them a go and let me know how it goes!