There is an art to being successful at social media. Visually interesting, content worth sharing, communicating with your audiences. Here are two examples of Travel Manitoba social media successes, then read on for a full list of social media tips.
#ExploreMB content marketing campaign
The ExploreMB campaign asked Instagram users to tag their Manitoba photos with #exploremb. The photos were then displayed on an interactive map (microsite). This campaign was created to develop a community of local "Manitoba ambassadors" who help show off our beautiful province.
At the end of the campaign, the best photos were compiled into a special edition "Canada's Heart... Beats" photo book. Every photographer featured in the book received a free copy.
Our list of top architectural icons was extremely successful. The post asked a simple question to encourage engagement, linked to content we created for our Cultural Explorer audience, and had large visual images within the story.
Kirsten Neil, Travel Manitoba's social media specialist shares these practical tips you can use to strengthen your social media presence and grow your business:
Visual content rules the roost
Simple, clean pictures attract and maintain attention. Image-based content can have 600-times higher engagement rates than text posts. Video content is close behind.
Whether it's photographs, infographics, animated GIFs or video, visual content drives more interaction. This is not to say that text or other content types aren't worth sharing, but visually appealing posts are the bread and butter of social media.
Use content marketing to share your story
You want to get your story out there by creating great content that your community will engage with and freely share with others. Content marketing is the heart of this. It's a marketing device that involves the creation and sharing of content in order to acquire customers. This information can be presented in a variety of formats, including news, videos, infographics, podcasts, how-to guides, photos, etc.
Content marketing, communicating with your customers without selling, is what helps you nurture your relationships and build trust with your customers. It is an effective way to educate, inform and/or entertain.
Who's your target audience
Creating great content alone will not drive up your digital engagement. You need to create content that speaks directly to your target audience. Knowing your audience will allow you to determine your voice and overall tone of your social media presence.
Travel Manitoba used the EQ - Canada's Explorer Quotient to determine our target audience of Authentic Experiencers and Cultural Explorers. We use the EQ intelligence to better understand our current and prospective customers.
Listen and learn
Check out your competition, regularly. Find out what others are doing out there in your niche market, and how you can gain the edge.
Through active social listening you can identify trends, determine customer sentiment, and gain insight into how your users interact with your products and/or services.
Less is more
Trying to do too much is a recipe for failure. Organizations who try to engage on too many social channels find it next to impossible to maintain without increased resources. Plus, not every platform makes sense for your business.
It's better to become AWESOME and build an engaging community on one channel (consider it your "mothership"), then move on when you feel comfortable. The last thing you want is to abandon a channel because you don't have the time.