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Week 3: Listening and engagement on social media - Coggle Diagram

- - - - Social media sentiment is the attitude and feelings people have about your brand on social media. Learning how people feel about your brand helps you identify what's working with your social media marketing strategy and where you need to make changes.
    - - For instance, you might learn that your competitors' customers are unhappy with a particular product. Then you could strategize ways to improve upon a similar product.
  - - - Brand and product names
      - Slogans
      - Names of key people in the company
      - Industry buzzwords
      - Hashtags related to the brand
        
        Hashtags are the kind of digital label that help people find content across social media platforms.
        
        A hashtag is a word or phrase preceded by the pound symbol that indicates that a piece of content relates to a specific topic or category.
- - - - Polls
      - Quizzes
      - Ask questions
      - Spotlight customers and employees
      - Elicit user-generated content
      - Coupons and discounts
  - - - thank them for the kind words, and consider reposting or Retweeting their feedback.
    - - Reply briefly and with clear enthusiasm.
      - Engaging with customers should be fun and informative for both parties, and your customers should be able to tell you’re having fun based on the type of responses you give.
      - Don’t be afraid to use creative language and exclamation marks, if it aligns with your brand voice.
    - - It’s best to remain calm and use helpful, polite, and approachable language.
      - If there is a clear issue that has the potential to become something larger, you may have to offer refunds or promotional codes to make things right. In these situations, encourage them to send you a direct message so the issue can be resolved quickly and privately.
      - If the response could be helpful to other people who may have the same concerns or thoughts as the original poster, you may choose to answer it publicly so everyone can benefit from the interaction.
  - - - someone who opts in to receive updates from a business or brand on a social media platform.
    - - Engage with your audience often
      - Tweet frequently
      - Use hashtag
        
        Be careful when use too many hashtag for your brands, because it can make difficulties for brand to manage and distraction for customers
      - Include eye-catching visuals
      - Write a creative bio
        
        Allow u to introduce your brand
        
        share what u do and describe your products and services, and describe what your brand special all in 160 characters or fewer
        
        The most effective bio is creative, original and capture your
        brand's personality.
        
        Be sure u can add relevant keywords to help
        people find you in searches.
      - promote your social media account through other marketing channels, such as email, your website, or materials in your store.
    - - Influencer marketing is when a brand collaborates with an online influencer to market its products or services.
      - Different types of influencers
        
        Nano-influencers: 10,000 followers or fewer
        
        Micro-influencers: between 10,000 and 100,000 followers
        
        Macro-influencers: between 100,000 and 1 million followers
        
        Mega-influencers: 1 million or more followers
      - Tips on selecting influencers for your campaign
        
        Engagement for micro-influencers is estimated at 3.86%, while engagement for mega-influencers is estimated at just 1.21%.
        
        If your campaign goal is to hit a certain number of views or impressions, you may want to target influencers with large followings. Regardless of your goals, make sure you’ve done your research on each potential influencer.
        
        Run audits on their social media accounts, or reach out to them to ask for the metrics you’re interested in.
      - Quick tips for effective influencer marketing
        
        Have an open conversation about the benefits of partnering, and when addressing any concerns, be diplomatic.
        
        After you’ve researched and selected your influencers, create a strategy, budget, and schedule. Then, present your plan to your influencers.
  - - - High engagement
      - Wide reach
      - Increased conversion rates
      - Effective user targeting
      - Opportunities to make personal connections with customers
      - Quick customer response time
      - Access to user-generated content
      - Easy-to-track results
    - - Create mobile-friendly posts
      - Integrate video
        
        Therefore, be sure to highlight important points or product features at the beginning of videos, and keep your videos short—no more than 15 to 30 seconds.
        
        Live video is another engaging option for mobile marketing. You can broadcast live from your business on Facebook, YouTube, Instagram Live, or another platform to generate interest and engagement.
      - Ask customers to check in
        
        Asking customers to “check in” at your business on social media is a great way to gain earned media. Checking in lets customers’ friends and followers on social media know that they are patronizing your business. Offering incentives like discounts, coupons, and rewards programs can encourage customers to check in.
      - Encourage user-generated content
      - Leverage influencer marketing
- - - - u needs to consider how audience communicate, then replicate to them
    - - Avoiding jargon, breaking up messages using headlines, bullets, and lists, keeping sentences and paragraphs short, and bolding important information.
    - - A call-to-action is an instruction that tells the customer what to do next.
      - Kinds of a call-to-action
        
        Like or share a post
        
        Answer a question
        
        Take a quiz
        
        Read another piece of content
        
        Go to your website
        
        Subcribe to your newsletter
        
        Connect with u on other social media platforms
    - - Brand's voice is a distinct personality a brand takes on in its communications
  - - - Makes your brand more recognizable
      - Build customer's trust and loyalty
      - Helps you stand out on social media
    - - Review your company's current and past content.
      - Describe your brand's personality
      - Be honest and authentic
      - While voice is an expression of your brand's personality, tone is how your brand's voice is applied.
      - The tone of your content can differ based on factors like audience, situation, and platform.
    - - Use simple graphics. Graphics that have too many details aren’t fully understood or appreciated in a few seconds. Keeping graphics simple and elegant helps your message remain clear.
      - Use colors that drive more engagement. Even if your organization or agency has a recommended color palette, you can sometimes include a contrasting color or tint to grab people’s attention. However, make sure you get approval when you veer away from a brand’s approved colors. For help choosing colors that look good together, consult a resource that provides recommendations on color combinations. For example, try the
      - color wheel offered by Canva
      - Use contrast to help put the focus on key elements. It doesn’t always have to be acolorcontrast. You can also use variations in size, texture, shape, layout, and font.
      - Use text that is easy to read. Text should be easy to read so it doesn’t distract users from the full impact of visuals..
      - Use a variety of styles. Although certain styles clearly make a company or brand recognizable, using the same style for all social media content gets boring. Shake it up and surprise users with a variety of styles. Be playful and adjust text sizes, colors, and weights for full effect.
      - Use smart branding. Users should know what brand you’re highlighting without your brand being mentioned repeatedly, or your logo visible at all times. Place branding in or near key images for users to find when they want it.
      - Use principles of visual hierarchy. Visual hierarchy enables users to observe overall meaning before they gather details from individual elements. A structured hierarchy of visual components can group elements together, place elements in a natural or predictable pattern (such as reading from left to right), or lead to the most important elements to click on.
      - Use a call to action. A call to action is an instruction that tells the customer what to do next. Whether it’s liking, sharing, or commenting, include a call to action in your social media content to reach more users.
      - Use visuals across multiple platforms. Design, optimize, and re-use graphics, photos, and videos across multiple social media platforms. For example, a photo on Instagram can be reused on Facebook.
      - Use and create templates. Use and create templates for social media content that is successful. Doing so enables you to create similar content with a high likelihood of success.
  - - - Accessibility is considering the needs of people with disabilities when products, services, and facilities are built or modified, making them usable by people of all abilities.
    - - Video captioning
        
        Video captioning assists those without hearing or with some hearing loss. Captioning also assists those whose native language isn’t the one being used, and those who aren’t in a place to play sound as they normally would, such as in a quiet space or crowded environment.
        
        Closed captions are overlaid on video and can be turned on and off by users.
        Open captions are embedded directly in video and can’t be hidden or turned off by users.
        
        Check which type of captions are supported on the social media platforms you intend to use and design your content to meet those requirements.
      - Alternative text
        
        Alternative text, or alt text for short, is a brief, written description of an image with the primary purpose of assisting individuals who are visually impaired. Many platforms allow you to submit alt text for social media posts. Some platforms automatically generate alt text for images using artificial intelligence (AI) capabilities. While this technology is still emerging, it might save some time if you edit the auto-generated text instead of creating the text yourself.
        
        Because screen readers announce the presence of images with the word “image,” there is no need to include “image” in your description. For example, instead of “image of a cup of coffee” you can use “cup of coffee” and even add more descriptive details like “cup of coffee with foam in the shape of a heart on top.”
        
        Focus on the purpose of the image as opposed to every detail about the image. For example, if an image of a clock is used to illustrate a limited-time offer, it really isn’t necessary to include the actual time set on the clock in the alt text. You can use “wall clock with hour, minute, and second hands showing the passage of time” without even mentioning that the time displayed is 10:10.
      - Color contrast
        
        Color contrast ratios (L1/L2) measure the luminescence (or brightness) of the lighter color (L1) against the luminescence of the darker color (L2). Contrast ratios range from 1/1 or 1:1 to 21/1 or 21:1. White on white has a contrast ratio of 1:1 and black on white has a contrast ratio of 21:1. For comparison purposes, red on white has a contrast ratio of 4:1, green on white has a contrast ratio of 1.4:1, and blue on white has a contrast ratio of 8.6:1 .
        For graphics in social media, use a color contrast of at least 4.5:1 for text and background color to make the text more readable. Using this guidance, you would choose to use blue on white with a contrast ratio of 8.6:1 instead of red or green on white with contrast ratios of 4:1 and 1.4:1, respectively.
      - Fonts
        
        Custom fonts may appear striking and innovative, but screen readers could have a problem identifying the text. Be on alert because this includes italic text and other standard styles.
      - Hashtags
      - Emojis
        
        Emojis are fun, but use them sparingly in social media posts because screen readers use multiple words to describe them.
        
        Emojis take too long to describe with screen readers and people can lose their patience.
      - Language
        
        When you create social media content, avoid terms that undervalue or dehumanize people because of their disability. For example, instead of using the term “the blind,” you could use “blind people” or “partially-sighted people.”
        
        Additionally, just because you have heard certain phrases used frequently doesn’t mean that they are inclusive. It is often necessary to rephrase commonly used statements with accessibility in mind. For example, you could replace “take a walk” with “enjoy the outdoors” because people using the aid of wheelchairs can’t walk, but certainly do enjoy the outdoors. Use inclusive language in your social media posts.
  - - - It can reinforce your brand's message
      - give your content an SEO boost
      - reach audiences who missed the post the first time you published it
      - allows you to create something completely new and original from your existing images, videos, and text.
      - saving you time
    - - evergreen content is relevant over a long period of time or time constrained.
      - prioritize content that has performed well
      - help you meet the goals defined in your strategy
      - For example, event-specific content would not be ideal to repurpose.
    - - Listicles are articles written in a list format.
        
        Eg: Maybe you've posted a how-to-guide with bullet points or a list of suggestions. You can break that list up into a series of posts.
      - Transform text into images
      - Turn videos into GIFs
      - Answer them with an existing article.