The PESO model, which also covers paid, earned, and owned media, incorporates shared media. However, the distinctions between shared media and its earned and owned media equivalents may sometimes get confused. As a result, there is a hazy understanding of what shared material is and how touse it successfully. Let's unravel a few knots and come up with a clear solution.
This type of media is generated with the express purpose of being shared with your social mediaaudience. When used correctly, this medium can help you reach out to your target audience and turn them into fans and followers.
While every piece of contentyou create is "owned," not all of it is intended to be shared. To fully profit from social media, it is not enough to just create and share commonplace material. Shared content needs planning.
From the material you publish to your social media accounts, every part of social media should complement your PR strategy and goals. Whether you want to boost website traffic or encourage thought leadership, the way you use social media may help you achieve your objectives.
Every aspect of social media should support your PR goals. Let's look at how you may utilize social media to generate shareable content and achieve your objectives.
The topic you choose has a big impact on how well your audience engages with it and shares it. How can you know what themes will be discussed by your audience? You'll have to conduct some reconnaissance to find out.Use a service like Buzzsumo to determine what your target audience's favorite content is. Simply type in the terms you wish to target, and a list of material with the number of shares it received on each social network will appear. From there, you can come up with your own thoughts and words to use.
When individuals see a headline, they make a split-second decision on whether to read it or move on to a more fascinating story. Remember that your title will be the teaser when people share your material on social media. It's at this point that you need to grab their attention.
How? The appropriate format is the first step in this procedure. Typically, the two most successful headline formats are
- How-to Guides: How to Create the Best BusinessFinancial Plan.
- Lists containing numbers — 10 Must-Have Products to Make Your BusinessRun More Effortlessly.
The appropriate words are also an important aspect of a headline's success formula. Choose phrases that evoke feelings of urgency or interest.
To create attention-grabbing headlines that will receive the greatest results on social media, use a free tool like Coschedule's Headline Analyzer. This tool will grade your headline and suggest improvements.
Your image is the second item to be seen on social media after your headline. Your audience will be more likely to click on and share your material if you use the proper graphics.
The featured image in your post should draw attention and evoke emotion, whether it's amusing, revelatory, tragic, or wonderful. It should also be descriptive and relevant to the content of the post.
Pay attention to the dimensions of your photograph; each social network has its own set of standards. If your image is not properly scaled, it may be chopped off in an unpleasant manner.Canva is a fantastic tool for creating visual materials, which we highly recommend. This free tool includes all of the social media sites you'll need, as well as a limitless supply of stock pictures and a wide range of fonts and components to make any image pop. “The featured image in your material should be eye-catching and evocative”.
Social sharing buttons should be a part of every piece of content you create. These make it simple for website visitors to share your material with their social media networks.
Here are some location suggestions to consider when arranging your social media buttons
- On the left or right side of your post, place a bar.
- At the bottom of your post, provide share button icons.
- On photos, provide share buttons.
- On mobile devices, make sure your buttons don't get in the way.
Include buttons that display the number of times your material has been shared on each social media platform. This gives your viewers vital social evidence—if 500 others have shared it, I should too!
Because your audience is the key to reaching more people, you must be familiar with the social media habits of your followers and influencers.
What are the most important times for them to connect on social media? Do they spend their morning commute on social media? do they check it during their lunch break or when they relax after a long day at work?
According to a study conducted by schedule, the optimal time to publish on social media is between 1 p.m. and 4 p.m. on average. This can vary based on your target demographics and the social media platforms you use, so do your homework!
Another thing to think about is what kinds of material your target audience likes to share. do prospects share more infographics, blog pieces, or videos, for example? Each audience is unique. focus on what your audience wants and generate content that satisfies each of your goals.
Every social media platform has a distinct impact on its users. Take advantage of this. When you use a social media platform, pay attention to what your target audience wants and make content that is relevant to them.
The three most popular social networks for B2B organizations are Twitter, LinkedIn, and Facebook. Each of these has a distinct function. Let's take a look at how each of these networks may help you with your media strategy.
Twitter users are particularly interested in material that is relevant to their business and sector. Everything you post on Twitter, from original material to retweets, should be geared toward helping your target audience.
LinkedIn is largely used for professional networking and sharing cutting-edge material. Create and share material that supports thought leadershipand assists businesses in moving forward. You may even use LinkedIn's publishing platform to produce and share original content.
Facebook can help you engage and connect with your target audience. The majority of Facebook users are looking for emotional material. This network should be used to publicize corporate accomplishments as well as your participation in community activities.
People may want to learn more about your brand after seeing your material on social media. This is where your profile might encourage people to follow you and possibly visit your website.
Here are some pointers to help you make your profile stand out:
- Select a profile photo that is clear and professional.
- Make a good first impression with your about page.Include a backlink to your site.
- Take a look at Evernote's LinkedIn page for an excellent example. Its material is updated on a regular basis and is always valuable to its readers. Its profile pictures are informative and appropriate for its level of production. Evernote also promotes its own - Facebook community, where users may ask questions and get on-the-spot help. Users (and future users) are the focus of its profile.
- Oracle Business Analytics' Facebook page is another excellent example. This B2B corporation uses engagement to great effect. The page serves as a central location for product announcements, helpful material in various formats, and live videos. Through comments and other forms of interaction. The Oracle creates a sense of community among its devotees.
Influencers are those who have a huge, loyal social media following. Don't merely connect with people who have the most followers; after all, this is more of an influence game than a numbers game. Instead, concentrate on the amount of participation. How much information do they share? Do they engage in a healthy back-and-forth with their fans? How many likes and comments do they receive on their posts?
Use tools like Traackr and Kred to find out how much influence someone has and whether they'd be a good fit for your approach.
Then reach out to the people you've identified as influencers. They provide stuff that you may comment on or even share. Examine what they post to figure out how you could make content that would be interesting to them and their target audience.
Your participation in social media groups can pique people's interest in you and your brand. It's possible that it will encourage others to read and share your work. Groups are an essential component of your social media strategy.
Both Facebook and LinkedIn feature groups where users may discuss industry-related topics. Join and participate in organizations that are relevant to your industry and expertise.
When people start talking about a major industry shift, add your own distinctive voice to the dialogue to demonstrate your thought leadership credentials. When these groups have questions, be one of the first to give helpful advice and solutions.
You might even start your own group where your followers might ask industry-specific questions and you can demonstrate your knowledge. In these groups, avoid being self-promotional. People who value your counselor's point of view are more inclined to follow you on their own or seek out additional information about you and your firm.
Important Points to Keep in Mind:
- With a catchy title, you can pique your audience's interest.
- Make sure that each piece of material has a visually appealing image.
- Add social sharing buttons to all of your content.
- Research your audience to find out when the ideal times are to post and what themes and content styles they enjoy.
The capacity to connect and exchange information with everyone on the planet, or with a large number of people at once, is the power of social media.
Sharing is beneficial to your social media strategy for three reasons: Develop a relationship of trust with your prospective customers. Producing brand content that you can use to develop awareness and trust with your prospects is what content marketingis all about. The trust meter rises considerably if you additionally post other people's stuff that assists your buyer!
Finally, shared media plays a distinct role in your public relations approach that you don't want to overlook. Incorporate these ideas into your plan and watch the results roll in.