Infuse 5 September 2018 | Page 17

Pick Your Platform Wisely
Mel recommends keeping your focus narrow at first:
identify your target audience, get a good understanding
of where they “hang out” online – then, go to the social
media channel where they already are. “While there are
many options (e.g., LinkedIn, Facebook, Twitter, Pinterest,
Instagram, Snapchat, etc.), I strongly suggest you start with
just one,” says Mel. “Most businesses will either choose
Facebook, Instagram or LinkedIn as their starting point.”
Have a Game Plan
For any channel you choose, Mel suggests this approach: decide how frequently you will
post, the purpose of posting to that channel, the type of content you’ll post, your budget –
and how you will measure success.
Set Goals to Measure “Success”
“How you judge social media success depends a lot on what your social media goals are,”
notes Mel. “Be careful of using ‘likes’ as a standard for success, as high numbers of likes can
easily be bought.” Look instead at your engagement, she suggests – and not just how many
comments you get, but more importantly, the nature of those comments. How many people
share your posts? How does it drive traffic to your website? Is it leading to a direct increase
in new enquiries and/or sales?
To cut through the clutter, Mel suggests trying
posts that tell a story, use eye catching visuals
(photos, infographics, drawings etc) and use video.
“Just make sure your posts are eye-catching on a
small screen,” she cautions, “as most people use
their phone when checking their social media
accounts.”
m
Grab Attention with Proven Tactics
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© Dietitian Connection
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Infuse | September 2018