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Social media for companies: Let's take the cat!
Series, Part 3: What actually makes a good social media post? Expert Gergely Teglasy explains what’s important.
Social media for companies: Let's take the cat!
The data is clear: a video gets more interaction than several photos in a row (in technical terms, carousel post). These in turn achieve more interaction than a single photo. And pure text or just a link performs worst in comparison. We also know from studies that using emojis can achieve up to 47.7% more interactions, so :-).
But be careful: This is statistics and is confirmed by the exceptions. That doesn't mean that the easiest way to post cat videos is with smileys and hearts. Because while this may lead to a lot of likes and comments, it does little for you as a company. Unless, of course, you sell cats. Or you have a corporate cat who can do a handstand.
So what are the topics you should be posting? Communicate in such a way that your target group, i.e. your customers, have added value. Interesting or special things about your company, a look behind the scenes, humorous anecdotes - also about everyday life, interesting or unexpected things about your employees, exciting new developments or insights and, above all, stories that move you and your customers emotionally.
When it comes to communication, we also talk about tonality. This is successful in social media if it is relaxed, direct, humorous, short and friendly. Your postings should not read like press releases. And not like advertisements either.
Use video and photos, but rarely use purchased generic stock images; it is better to take your videos or photos yourself - or have them taken by a photographer. It's good when faces are visible, then viewers immediately have a connection. When it comes to videos and photos, pay attention to the quality and appropriate image composition; attractive images are the most important thing on social networks. Live videos are an exception; they can sometimes be blurry or not perfect; this format thrives on the fleeting moment. It's important that you tell a little story with each of your posts. And as with stories, we love variety on social media.
The author:
Mag. Gergely Teglasy / TG teaches at the University of Vienna, the FH Vienna and the FH Burgenland. He is the winner of the Innovation Award, advises international organizations and companies on their digital communication strategy and wrote “Zwirbler,” the world's first Facebook novel.