Overnight viral success on social media is great but it doesn’t happen to everyone. Does this mean you have no chance of building growth and authority in this vast space called the internet? If you’ve just launched your online blog or magazine, you may be looking at all these other websites with huge social media following and eventually asking yourself: “How can I get there?”
Well, don’t fret. It’s all about team building and strategy. The most exciting part is that once you grab the concept of how to thrive on one social media platform, you can build success on other social media platforms as long as you study the nature of each of those. Here are three fundamental tips to that will help you build out your start-up blog or online magazine:
#1 Select your platforms wisely: sometimes, less is more!
OK. So there’s Facebook, Twitter and Instagram (the big ones!) but there’s also Pinterest, Snapchat, Youtube, LinkedIn, Google+ and the list goes on. When you’re new in online business, you want to try everything and be everywhere!
That’s fine, it’s understandable. You’re a “fired up” entrepreneur and you see opportunities all around. Indeed, each social media platform has the potential to connect your business to a gold mine of potential followers and you absolutely want to dig in, dig fast and grab that gold! Wait a minute, though. Have you heard about the expert advice that energy channeled on a few targets and responsibilities is more effective?
With that said, analyze the nature of your business and compare it with your target audience. Then choose one or two platforms to begin with. Open accounts, nurture those accounts, and let them grow before you explore other social media platforms. Remember, each platform serves for a definite purpose. Therefore, find your main purposes, list them by priority order and enter the social media market based on your needs.
If you are an online magazine with content published very regularly, being present on Facebook and Twitter should be a must as you look to create readership. Depending on the class of your magazine, having a LinkedIn page could be necessary. If your online magazine provides exclusive video and photography content, consider going hard on Instagram.
#2 Get a solid team of dedicated admins to execute your strategy
Running a social media account is an entire project on its own which requires much more than just opening the account and dropping posts when you have time or “feel like it”. It calls for organization and teamwork. Mount a team of admins and offer them specific roles based on what they are best at: making memes, creating images with motivational quotes, posting breaking information, setting up ads campaigns, collecting insights data and providing growth analysis… this and more calls for skill, availability and strategy.
#3 Don’t obsess about instant growth so save your bucks
Now, you’ve opened a couple of accounts. Hurray! You’ve been posting content regularly but engagement is low. Don’t panic and don’t get anxious. Be patient. It’s part of the process. If you are ready to spend money on sponsored results, make sure to have a strict budget as overspending would kill your business. After all, it’s not how much money you put into your social media campaigns, but how qualified and dedicated the strategy and admins behind your accounts are. So if you are going to spend on promoting your content, choose wisely. For example, it would make sense to invest in ads if you are selling a product (be it your online magazine’s app or any other item featured in your business). On the contrary, spending money for the sake of acquiring comments and likes on a post is not recommended, based on the simple fact that on average, the number of followers versus engagement ratio is relatively low even on the most popular accounts. Hop on the most popular Facebook page in the world which is none other than that of European soccer star Cristiano Ronaldo. As of May 2016, the athlete counts 111.3M followers. You will notice that most of his posts generate 1 million likes. How amazing! You, as an online magazine start-up business owner, may be very envious after scrolling through Ronaldo’s Facebook page and seeing all these huge numbers. However, stop for a minute and do the math. What is 1 million of 111.3M? Less than 1%. Fact.
In other words, if your social media account gathers only a few hundreds or thousands of followers, chances are that most of your posts will have no engagement at all. There is no shame in that and you do not need to react to your own posts just to create engagement. In fact, this is a big “NO”. It appears desperate and isn’t an effective strategy to convince other members to engage. The only instance when it is acceptable to engage in your own posts is when you are responding to inquiries or statements made by other members.
Just keep doing what you do and social media algorithms will gradually pick data from your pages and connect you with audiences sharing similar interests. Be consistent, persistent and do not obsess over achieving immediate results. Trust in your strategy and in your team. Seek for expert advice and never stop reading about the latest upgrades and updates in the world of social media. Tweak your strategy along the road, if needed. You will eventually notice growth as months and years go by. You will build an ever-growing loyal fan base.