Most people believe that increasing social media exposure is all about getting more followers. That’s not entirely true. Certainly, building your own social media following is important, but consider this question…
I regularly tell clients that it’s more important to enable and get other people to share your content than it is to build a massive following yourself. In fact, your social media following will inevitably grow if you are effectively getting other people to share your stuff.
And before I get into the practices I suggest for social sharing, it’s worth stating that the first thing you need to do is to create something worth sharing. Your content must be strong if you expect other people to put in front of the people they know. It shouldn’t be something that only tells your story, but also connects with their story. The more people can relate to your experience and say resoundingly, “Yes! That’s me too!”, the more likely they are to share across their networks.
With that said, here are four things I suggest you do with every post in order to maximize your social media exposure:
1. Rock your social media sharing buttons
The first thing you should be thinking about is how you make social sharing easy for your readers. Typically, every action you require a visitor on your website to take in order to accomplish something, the more likely they are to drop off somewhere in the process. Several studies have shown that social like/share buttons at the top of a post get more clicks than the ones at the bottom of a post. Some visitors will visit the page, and because they like you and or your topic in general, they’ll click that button before even reading the rest of the post (an extra action required in order to get to the same buttons at the bottom of the page).
Using the same thinking, floating sidebar buttons tend to get more engagement because they’re always visible, no matter where the reader is. So whenever they decide they like it, and the urge hits them to share, they don’t need to go anywhere else to find how to share. The option is simply always there.
With your social sharing options, you’ll want to make sure you’re offering sharing options for most popular networks, even if you aren’t on them. The idea of social sharing is more about enabling people to share where they want, not just where you are. Think about who your typical reader is, and where they may have profiles.
There are several great plugins for implementing a floating sidebar for social sharing, and our favorite is Monarch from Elegant Themes. The reason we like this one so much is because of the flexibility in design, and the built-in sharing metrics.
2. Use a social media friendly image
What I’m talking about here is more than simply having a nice-looking image on your post. Instead, think about your images as an additional stand-alone piece of micro-content. Create quote images or other stylized images that people will want to share. Think about whether an image has value outside your post if someone were to see it on Pinterest, for example. Ideally, once it’s shared by someone to Pinterest (or anywhere else), it’ll be linked back to your website. But the image can take on a life of its own if it is good content by itself, reaching far more people that you might expect.
Additionally, whether you are on Pinterest or not, you should be using a plugin which will place a Pin It! button on your images, making it easier for your readers to share that piece of content. There are several good ones out there, like this one…
3. Use click-to-tweets in your post
Another piece of micro-content which should be included in every post is pre-made tweets. These click-to-tweets empower your readers to share key ideas from your posts with a single click. Additionally, when you use a plugin like Click To Tweet (linked below), it also creates a nice visual break in your content, making it easier for your reader to scan for key ideas.
So think about what might be some of the biggest, most important ideas from your post, and turn those into click-to-tweets. Having other people sharing tidbits of your wisdom is a great way to establish greater credibility regarding the topic you write about. And having it ready for them means fewer steps to share those ideas (again, making it more likely that it will get shared).
4. Schedule your own social media posts
Every blogger also knows that once you publish a post, you should be sharing it on your own social media. However, many bloggers share once, hoping that everyone who needs to see that post will see it. The reality is that social media posts have a limited lifespan. So having a strategy for sharing your own content multiple times can increase your chances of people seeing it. Kissmetrics suggests a schedule for sharing your content that looks something like this:
- Twitter: On publish, two hours later, next day, next week, next month, and two months later
- Facebook: On publish, and next month
- Google+: On publish, next week, and next month
You can play around with these timings, and if you use a tool like Buffer, then you can easily schedule all of these all at once, and monitor the metrics for how each post is performing with clicks-thrus back to your website. Additionally, Kissmetrics suggests mixing up your posts so they don’t all look the same. Your mix should contain variations such as these:
- Straight and Easy: Post Title + Link
- The Question: Ask an engaging question to stir conversation
- Cite a Fact: Share a fact or figure that is included in your post
- Share a Quote: Grab a pull-quote from your article and turn it into a social message
- Add Intrigue: Write a teaser message that grabs the attention of your readers
Once you find a posting schedule that works for you with the networks you are on, and enable others to share your content (and micro-content) on a regular basis, then you’ll be well on your way to maximizing your social reach with every post.