Digital technology has touched every corner of the earth. And because of it, we are a world that never sleeps. Every day there is something new happening, a trend or event that gets people excited and they rush to social media to take part. Take this past weekend as an example with the USA Independence Day celebrations. People were eager to come together and celebrate, and many of them did so online.
As marketers we have a unique influence on how people communicate, celebrate, and partake in these events. And in the world of social media, events play out in much the same way. Whether it is National Small Business Day, World Social Media Day, or any digital conferences across the globe, people are looking for ways to stand out..
One of the easiest ways to become a part of the conversation is posting for your audience. But by going above and beyond, you can lead those conversation. Here’s a breakdown some of the best ways to make some of your social media accounts work for you during these events.
Twitter popularized the use of hashtags, and now they’re everywhere you look. But, do not underestimate what they can do for you. Hashtags during holidays and events are typically trending topics so they’re an easy way into relevant discussions!
Images. Engaging pictures are great for capturing attention in the ever-streaming feeds of Twitter users. The key to making your tweets lead the conversation is using the right size images. We have found that a 1012 x 506 image is the best size for Twitter. Take a look at this Redfin post for example. They have great content that is cohesive with their blog and is always engaging and relevant. Yet, the image size doesn’t always work in their favor and important information gets cut off. Twitter has a mean blade and it’s not afraid to use it. When scrolling down their page you see:
When you click “View Photo” then you can see the full infographic they created:
But let’s face it, most people (and probably you, too) are not likely to click “View Photo”, so the title of the photo doesn’t even exist. Having the right size image decreases the likelihood of your audience simply skipping over it. They are also more likely to look at the image if they actually see the image. But, what if your infographic is simply too big to make it smaller? Take the most interesting part of it! Then, you can include a link to the full content.
Power of the emoji. They’re not just for whimsical text messages, my friend. Emojis are more than just fun, they allow users to communicate ideas and messages that are not easily put into words. Dayna Rothman from Marketo wrote an interesting post about emoji marketing, and highlights some creative examples from several brands. Bud Light is an example that Dayna uses highlighting their 4th of July tweet in 2014. This year, they did it again.
It’s a beer…made of beer emojis….and their audience loved it! This creative blend of two trends has elevated Bud Light to a brand that many people look forward to seeing what they’re going to create next. Don’t be afraid to try something similar for yourself! If beer isn’t your thing, there’s a whole library of images to choose from.
Your blog is your stage, and you should be shining a bright spotlight on that content. This is your chance to give your brand a voice. It can be a place to announce new features of your product, make how-to guides for your product, or be extra creative.
Take Nordstrom for example. They’re known as a high-end department store, but their blog is so much more than that. They have posts ranging from how to give yourself a 4th of July inspired manicure to how to make the best homemade cocktails and cheeseburgers. This takes Nordstrom beyond a brand that may seem irrelevant to many people, to one that more readers can feel that they can relate to.
It’s important to remember that Nordstrom is in that space though. If you’re Marketo and write a post about how to do your nails for the next upcoming holiday, you can bet that your readers will be confused. Be creative and write posts that are relevant to your work and your product.
Remember, leverage your blog for more than just bragging rights. It’s about giving your audience information they can actually use and they will remember you for that, creating a constant cycle of demand.
LinkedIn is the perfect place to highlight content created for professional events. You can write a post about how to prepare for MozCon in the next several days. The direction can lean towards getting your employees engaged with the conference, how to use what you learned from MozCon in your own company, etc.
Perhaps a majority of your connections are speakers at events. Great! Create content like “How to rock _____ at _____ event.” It can be about how to rock a presentation, mingling, or cocktail hours. Let’s face it, not everyone likes awkward mingling at events. If your post takes a humorous approach to helping people out, they’ll be thanking you halfway through the night. And what does that create? That’s right, it creates more demand for your posts.
As another great platform for professional events, Slideshare allows you to present the content you create in a different format. Instead of the same ole format of LinkedIn posts and blog posts, Slideshare is a good break from the usual.
We have seen Slideshare used in a number of ways. Some of our favorites include aggregating similar blog posts, and creating a how-to guide about that topic, or taking a really long post, and breaking it up into a more digestible presentation. This platform also allows you to make old content relevant again. If you had a blog post from a long time ago that is still driving traffic, making it a presentation allows you to update the information and re-publish it. Instead of being recycled content, it’s new, fresh, and most importantly, it’s updated.
Creating fun content with images or even emojis is not only fun to actually make, but also fun for your audience to see! Generating content and leveraging existing hype around current events is a huge benefit of social media. Just remember, you are not limited to what you can create. You know your product and company best, so by utilizing different platforms to advertise what you make on other ones creates a web of traffic and demand.