A Breakdown of Where to Share Your Viral Content
Social media can feel like an enormous stream of disconnected components. Each person is moving in what appears to be a random fashion, but deeper connections can form. Understanding not only individual relationships, but also collective trends, is key to releasing your viral content. The better a company understands social engagement, the more widely messages will spread. Successful companies start their social engagement by focusing on the largest social network—Facebook.
To learn more about where to push your content to promote virality, check out the infographic below created in partnership with Kent State University’s online master’s degree concentration in public relations program.
The Major Social Networks
In terms of active users Facebook dwarfs all the other social networks. This giant also has a vast amount of business to consumer engagement. It is no wonder that many companies who produce viral content start here when they release videos, infographics, memes, GIFs and other types of content. Those that are successful also host contests to increase the number of Facebook fans that they have. This tactic is in preparation to release viral content among those Facebook fans. Another strategy is to have consumer fans advertise for a company. Facebook likes and shares are often used to accomplish the fan advertisement.
Twitter is popular for user engagement through the use of retweets and hashtags. Each of these methods offers users a way to categorize a post to later be searched by other users. Companies are careful about how many hashtags they use. Too many hashtags reveal a business to be greedy and self-serving in the eyes of the public. By building effective posts, a company can gain new followers. Many of these followers will use their mobile devices to view Twitter, resulting in high mobile device engagement. Many companies consistently producing viral content will also use photos to increase the amount of retweets and favorites on their posts.
Experts estimate that over one third of all online activity is through video. YouTube videos are often a substantial part of search engine results. Furthermore, the number of videos watched on mobile phones is high. Many of these videos are short in length, and mobile phone data plans may be to blame. The popularity of smartphones, Twitter and videos encourages users to watch brand videos. Many videos serve as commercials for a brand, and Internet users then remember the video weeks after they’ve watched it. Video creators know several tricks for leveraging their digital content. One such method is to add closed captions to a video. Closed captions allow a better indexing of that video in search engines. The better a video is indexed, the more likely the video will be found through web searches.
Many retail outlets have their photos pinned through Pinterest. These pins can also include calls to action, tutorials, trending topics or even special sale pricing, resulting in significant craft referral traffic. Craft items are not the only area where Pinterest obtains excellent referral traffic. Home furnishings are especially high. Referral traffic can lead to better conversions and more engaged customers. Referral traffic helps transform a casual customer into a lifelong, residual customer.
Tracking Social Networks
To understand brand loyalty through social media, several tracking websites have been set up. These tools help track social media interaction and allow businesses and consumers to identify trends and keywords across several social platforms. These platforms also include blogs posts and search engine traffic. An organization can see exactly how many people shared a post and in what social media spheres. Social tracking tools can help businesses and organizations spot low competition keywords and phrases and even market towards phrases designed to be closer to sales conversions. Organizations can utilize this information to determine the best spots to inject online content.
Not only should an organization understand the technology to establish injection points, but also who is drawn to the technology. Understanding what an audience wants is vital for success. Without tailoring content and impact, an organization may spend time in the wrong area. Much worse, an organization may lose the impact they could have had if they had just studied the trends a little more closely.
Consumer and business needs are critical on social networks. When starting out, these requirements may seem unconnected. However, by understanding each medium and its audience, trends can be identified. Recognizing audience trends gives an organization a competitive advantage to gain the largest return.
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