Would you like to improve your social postings so that people remember your school and your social media marketing efforts are as effective as possible? As you may already be aware, managing a social media strategy for a school can be challenging. There are so many things to think about – what your audience wants, creating and curating fresh, engaging content, making sure you know when to post, and the cultural conventions of each channel, to name a few.
Social media posts can take many forms; they should be designed in a way that reflects your strategy. The frequency of posts isn’t as important as the quality so make sure your time is being invested in the right kind of posts.
Keep in mind that users interact with and consume content on each social media channel differently. To make the best use of each social media platform, learn the conventions and culture of the social community.
Here are 10 tips you can use to craft better social media posts for your school.
- Use visuals.
Include engaging images or videos. Wondering about the best social media visuals? Check out this blog post that highlights the 5 best types of visuals for schools, including easy and quick ways to create them.
- Ask a question.
The key to being successful on any social media channel is to engage with your fans and followers. One of the best ways to do this is to ask them questions. Take the time to think about the best questions and how you will ask them. Keep your audience engaged in the conversation by asking questions, asking for feedback and mentioning them.
- Be mindful of time zones.
Distribute posts to cover different time zones of your target audience. Some schools have almost all of their followers in a single time zone, but others of you may reach out to families in various time zones. Know where your audience is located and use a scheduling tool that lets you know the best times to post.
- Repurpose the best content.
Repurpose the most effective posts with new approaches. Be careful to only repurpose content that continues to be relevant and valuable for your audience. In order to identify the best content to repurpose, you will need to use insights to measure and track the best shared content on your channels.
- Optimize your content.
Revise your content to fit in with the culture and design elements of each platform. For example, you will want to make sure each visual is resized using the proper dimensions for each channel. Test different frequencies, best days and times and the number of characters in each post. Hashtags are used differently on different channels; learn the conventions of using hashtags on each one.
- Segment your messaging.
Tailor your posts for various segments of your target audience. Write your post as if you are only addressing the persona of each segment. What you write to a student may sound very different than a post you write for a parent.
- Include influencers.
Identify and mention influencers in relevant posts depending on the conventions of each channel. Find and make a list of the top influencers you want to share your content and be sure to tag, mention or share a well-thought-out comment or question that relates to them.
- Use a personal “voice”.
Create a personalized, authentic voice for your school that your target audience can relate to. Your voice will be what people remember about your school, so keep it consistent and relatable.
- Split test your posts.
Set up A/B split testing on the same messages to identify the most effective style for your audience. Split testing is simple: write two status updates that you can compare against each other. The key is to change only one element so you can tell which post performed better. Use link tracking (like bit.ly) so you can customize each link for measurement purposes. Publish the post you think is the weakest first and then post the other version. Leave each post up for the same amount of time (I usually test for 24-48 hours but you can use shorter times if you have a larger audience.) Hiding a post is better than deleting it if you want to preserve the comments, likes and shares. Compare the results; hide the one that performed the least and make the best performer visible.
- Tag trending topics.
Identify what’s trending and, when relevant, tag along with your messages or comments. The internet has made it easy to locate live trends and hashtags and come up with smart content as an awareness tool for your school. Use Twitter, Google Trends, Social Mention or other monitoring tools to track relevant keywords that might reveal trends. These are tips that can be applied regularly to your social media posts, and by doing so, you can increase engagement within your audience and increase the return on your invested time.
What social media posting strategies are working best for you? Please comment below – I’d love to hear from you!