While social media has changed the way we do our marketing, it’s pretty easy to get caught in the more obvious metrics like, “How many followers do I have? How many likes did yesterday’s post get?”.
Don’t get me wrong, they sure do have a role to play but if that’s all you’re measuring, then I’m here to tell you that there’s a lot more to social media than you think (..take it from someone who’s learned this in the last year). The thing about social media is that all the little things contribute to the big things. Seriously, think about it. 🤔
Your account grows because more people see your content.
How? Because it’s showing up in their feeds and they’re intrigued.
Why is it showing in their feeds? Because you’re providing quality content and engaging with your audience.
So? By doing this, you’re working with the algorithm. You’re doing things that it likes.
Then what? The algorithm pushes your content out further.
Where? To more people.
Do you see how it’s an ongoing cycle? ♻️
As I write this, Public has 4,673 Facebook page likes and 1,789 Instagram followers. Not bad, right? It’s higher than some of our competitors and lower than others but the thing I pride myself on? We’ve got an incredible engagement rate. For example, the reopening announcement post was published a few days before the big day and it reached 9,000 people and generated slightly below 2,000 engagements collectively between the two platforms. Mind. Blown. 💥
That one post? It resonated with people because it was relevant to the community. Public had temporarily closed throughout COVID so the announcement was very exciting to the Canberra community – not just to people but to businesses too. There’s a human connection (..despite Public being a business).
That one post? It was more important to get our message out by telling our audience how Public would operate with this stage of restrictions… but that didn’t stop me from tapping into their emotions, even in the slightest bit. By ending the caption with “We’ve missed you Canberra and we look forward to welcoming you back very soon. 💚“, it was the easiest and most effective way to connect with our audience. Again, human connection.
That one post? I opted for a team photo because that loyal community we’ve already built and maintained? They’re the ones who already know who we are and what we do. For some, they’re used to seeing our faces on a regular basis. They missed us too. Another human connection.
Since then, Public’s social media presence hit a little burst and we continue to see growth in followers and reach. When I took over the marketing, my goal was to build an online presence that would be reflected in the venue. From that one post, we received so many phone calls, emails and DMs on socials to book, even though our capacity is limited.
As it is with anything and everything else; if you put a little love in, you’ll get a litte love out. ✔️