The Science of Social Media Marketing | Video Blog

Byron Garbett, Social Media Specialist at Ice7 Media says:
There is a formula realistically, I believe, for success on social media but it’s not as straight forward as people would like it to be. A lot of people hear that the term that content is king, which it is, but consistency rules. So you can’t do a post one day and expect it to set the world on fire and introduce your business to all these new customers. It needs to be done intelligently, and it needs to be done consistently.

So to use social media successfully and to apply a formula, you really need to think about ratios of content to sales messages, frequency of updates, consistency, and they need to be done every day for a long, long period of time.

When it comes to a business like ours, where we’ve got 40+ businesses and we’re managing five or six different platforms for each account, Hootsuite becomes very good for us to update en masse and do things quickly and effectively.

But, if you’ve got one page, one business, one account to look after, you shouldn’t use something like Hootsuite because you’re going to detract yourself away from the main page, going onto that page, looking at the analytics.

And if you think that Facebook doesn’t know you’re posting from Hootsuite or similar, you couldn’t be further wrong. They know where you’re posting from, they don’t want you to use those. They want you to go onto Facebook and log-in and contribute “traditionally”, not using these third party apps.

So our recommendation to people is to go into the platform and use the platform as it’s intended to be used because the way you conduct yourself on Twitter is different to how you conduct yourself on Facebook.

Same goes with LinkedIn. LinkedIn doesn’t have that much humour on there, it’s all business led. So if you were to update everything as you would Facebook with an ice bucket challenge, on LinkedIn it’s going to fall flat on its face. It’s not relevant content and people, because they’re just clicking one button and it’s distributing to all the social platforms, tend to write things just like a tweet, or just like a status update on Facebook. It’s important not to.

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