If your messaging feels stale and you’re ready to breathe some fresh air into your Facebook, Twitter, Instagram, LinkedIn pages, here are some strategies and approaches to consider:
- Tell a story:
Content remains king, and an easy and effective way to attract and retain attention is to tell a story. Make the story personal and compelling so that your followers will return to your feed to read the next installment. Story ideas are limitless, but they should have impact.
- Be brave, and go big:
Remember the ALS Ice Bucket Challenge that consumed the nation’s attention and went viral in 2014? The ALS Association reports on its website that this wildly successful campaign resulted in an important scientific discovery. This masterful social concept, although simplistic in design, was fun and easy to execute: anyone with a digital camera, a bag of ice and a bucket could participate. It inspired a viral legacy of creativity and directed attention and much needed financial resources toward a cure for a progressive disease. Develop a challenge of your own following the precepts of this campaign!
- Post a “behind the scenes” video:
Attendees may be intrigued by the organizational aspects of your event. Shoot a video of your colleagues during the planning phases of your next event and post it to your social community. Will you conduct a site inspection of your meeting venue prior to the meeting? Capture a portion of your walk-through on video or broadcast part of your visit using Facebook Live or Periscope. Videos and broadcasts should be relatively short to retain the viewers’ attention. These “sneak peaks” will reveal how a meeting comes together, and may elicit meaningful and actionable feedback that you can incorporate in your program.
- Engage guest posters:
A fresh perspective can reinvigorate a page that has become stale. Invite trusted association members or colleagues to “drive” or moderate your pages for a day (or a week). Organize a live question and answer session with your executive director, company president, or another C-suite executive. Consumers turn to social media for a variety of reasons, but they are primarily seeking content or a connection. What new sources of content can you offer to your audience? Which voice in your organization have your followers not yet heard from, or heard from recently?
- Follow and jump on what’s trending:
Many social networks have a trending section right on their homepages. Check out which topics and hashtags are trending: do any relate to your meeting? Is there a hashtag, like #Flashback Friday, for example, that you’ve not yet employed in a post? Dig through your photo archives and find some fun photos from prior events that will help to promote your upcoming meeting.
- Change up the aesthetics:
When did you last change the cover and profile photos on your social media sites? Updating the graphics and color palette of your pages is an effective and quick way to refresh your brand’s presence.
Inspiration is derived from different sources and is usually a very personal experience. Investigate the social sites of like-minded organizations and check out your competitors’ feeds for inspiration! While I am not suggesting that you emulate the campaigns of your rivals, their posts may suggest that you follow a different path altogether. Consider shelving your routine posting schedule and incorporate some new approaches next month. Some posts will inevitably be more successful than others, but even posts that don’t tender dramatic results can still yield important insights and creative new ideas.