Digital engagement is a growing trend, and technology and social media will continue to play important roles in professional and brand networking. During a presentation at AMCP eLearning Days, Eddie Bradley, chief marketing officer at Laconic Digital, discussed how subject matter experts and industry-leading brands should leverage content to grow and engage with their audience.
The average person has five or more social media accounts; Facebook has 2.23 billion monthly active users, YouTube has 1.9 billion, Instagram has one billion, and Twitter has 335 million. Mr. Bradley advised defining your social media focus by identifying the audience you want to reach, developing a unique content strategy relative to your audience, aligning your content strategy with the appropriate platform, and performing periodical social media audits.
Each social media platform offers unique features that can be used to enhance your content. For example, Facebook offers live streaming, Instagram allows for location tagging, Twitter has a pin-to-top function, and YouTube has time-specific playback links, to name a few.
He then offered a closer look at LinkedIn, the world’s largest professional network, which he said is the premiere social media platform for users looking to grow their connections, build authentic relationships, and seek new opportunities across industries and corporate branches. Mr. Bradley discussed some key benefits and features of LinkedIn. Users can add hashtags to connect and start conversations around shared interests. They can also add a variety of mixed media to a profile, such as publications, photos, and presentations. It is also a great way to retrieve contact information for connections.
You should develop your professional or brand personality and let it guide your thinking. Consider your audience when developing content, engage with your audience regularly, and be creative and timely with your content strategy.
Content should be purposeful and consistent. Mr. Bradley gave the following tips for content development:
- Focus on quality over quantity
- Create dynamic visuals when possible
- Expand your reach through native platform tools
- Develop an editorial calendar to maintain regularity
- Engage with your audience and connections often
- Leverage complimentary social platforms
- Actively pursue new connections
- Be mindful of opportunities to post relevant to the times
- Analyze how your content performs across different platforms
Finally, Mr. Bradley shared an example of a YouTube video created by the Ohio Department of Health encouraging viewers to “flatten the curve” in the face of the current COVID-19 pandemic. The video has since gotten more than 48.5 million impressions across various social media platforms, including Facebook, Twitter, YouTube, and Instagram. View the video campaign here.
Presentation: Developing Professional Strategies to Enhance Digital Engagement. AMCP eLearning Days, April 20-24.