If you don't know your true audience, you won't be able to reach them with the most effective communications tools. Rediscover their demographics, when they are most likely to be online, what kinds of posts have gained the most attention in the past, etc. Even if you think you know your audience well, it is always a good idea to periodically take a step back and take a deeper look at things to make sure your efforts are as efficient as they can be. Many businesses will find that past initiatives which weren't truly effective, didn't work because they didn't use the right communications tools for their true audience.
Engagement is one of the most important parts of using social media. It is not enough to just post content, you also need to interact with your audience and connect with the right influencers to achieve your goals. No one wants to be “that person” who only talks about themselves all night at a party, don’t be “that person” on social media either. Ask questions, respond to comments, post materials that aren't always about your company, and both retweet and tag industry influencers.
Try breaking down your social media content into this ratio: 70 percent of your posts should be interesting to your audience and relevant to your field, 20 percent should be engaging your audience, and only 10 percent should be directly about your business. You are more likely to keep your followers’ attention and interest long-term if you keep your accounts active with content that is consistently relevant to them!
Less is more - don't use too many words just for the sake of using them! While you’re given 140 on Twitter, try to keep posts to 120 characters or less. Facebook posts shouldn't be much longer. Short posts with multimedia elements attached are the posts that will receive the highest level of engagement.
With so many different platforms out there, be sure that you are being consistent in your messaging. Also make sure that what you post matches your brand's values and feel. Whatever you post will be assumed to be in alignment with your business.
Being able to relate to your audience will play a large role in your engagement levels. Remember, sometimes casual language can be more attractive to your audience, so don’t be too serious all the time! Show a sense of humor, or a fun, easy going tone when appropriate.
Take a look back over the past year: what has worked and what hasn't? Now, start thinking outside the box for what else you could do to effectively reach your audience!