As the millennial generation continues to grow and become the largest in history, it’s crucial associations develop strategies that serve this group. It’s evident that millennials are engaged with social media. They grew up with cell phones in hand and concurrently became experts at everything digital.
Developing a social strategy can be challenging. Even if you know how to use a social platform, you have to create content that puts you above the noise of others. To get a better understanding of how to produce compelling content for your group, we compiled ideas from groups doing it best.
Wanna learn more about social strategy? Check out some of these posts >> How To Use Social Media at Your Next Event, What Social Media Platform Should My Association be Using
Always Evolving
Some groups struggle with posting too much of the same content. They think they know what their audience wants to see so they continue to share similar content. But, truth be told, those needs are constantly evolving and it’s important to always reevaluate your content offerings.
Hubspot posts content every single day across all of their platforms. Their articles serve different professions (sales and marketing) and are always answering common industry questions. Think of your social media accounts as resources to your members and prospective members. Create content around those audiences and strategize creative ways to share it.
Challenges, Giveaways and More
If you’re an active Instagram user (like myself), you may have noticed some companies or influencers offering giveaways on their account in exchange for a like, follow or share. This is a great way to garner interest and engagement in your association. Check out this example from Adidas.
Image Credit: Business 2 Community
Adidas has become wildly popular in the last year. A brand that was once overshadowed by Nike is making a comeback. This giveaway campaign worked well for a couple of reasons. First, this version of Adidas is very popular. A lot of people want this shoe. By merely hashtagging the title of their shoes, their post became very visible. They also drove customers to their other social media account, Snapchat.
Timing is Key
Timing is everything in social media – especially with the new algorithms in place. When’s the best time to post? The answer is complicated. It depends on so many factors – your audience, time zone, engagement levels, current followers and relevancy. Even if those variables don’t change much, the ways Instagram, Facebook and Twitter organize your content is out of your hands.
Luckily, many marketing gurus, like Hubspot, are constantly researching this. Check out their infographic on best times to post on social media below.
Image Credit: HubSpot
If you need help with your social strategy, we’ve got a team of in-house marketers. Shoot me an email today at aketcham@arcstone.com.
