Keeping Your Social Media ActiveContent Strategy
For brand publishers, social media can be a great way to increase engagement outside your printed issue. Having a cohesive social media presence can present a brand voice that extends past the pages of your magazine and establish that voice with your current audience and potential readers.
Your current audience has engaged with you because they enjoy the content of your magazine, but how can social media encourage them to stick around between issues?
Let's look at three ways brand publishers can keep social media active to build reader loyalty and transform passive followers into engaged subscribers.
Plan Ahead and Get Active
While it may seem obvious, regular activity is the best way to get followers and fans to engage with you socially. Many brand publishers set up social streams but only get active during the lifetime of the most current issue.
For instance, Social Media Week found that on average, businesses should be posting on Facebook five to 10 times per week. So what should you be posting during your off-time?
- Curated content: Whether you created it or not, content is what social media users crave. If you ran a great story in your last issue and there is a piece of curated content your readers may find interesting as a follow-up, share it and encourage a conversation in the comments.
- Enhanced content: Think beyond the pages of your magazine, and consider bringing the content your issue presented into the social sphere. Infographics and videos are two ways you can continue the conversation after your issue has launched.
- Exclusive content: Everyone loves an exclusive, and your readers are no different. Give your fans and followers access to special promotions and contests they can participate in during the editorial experience.
Think Outside the Box
Social media users are looking for ways to share content and engage their own friends. The content you share on your publication's social media streams should be shareable and engaging so it has the potential to go viral.
Time Magazine, for instance, created an app in Facebook where users could create their own Person of the Year cover photos and share them with their friends. These branded, unique ways of interaction can be a great way to get people talking and increase awareness of your magazine.
Show Off the Process
Using social media to give readers a behind-the-scenes glimpse at the editorial process is something that usually resonates with readers. These days, peeking behind the curtain and seeing how your favorite brands operate can be thrilling and make the brand seem more personable.
Consider some of the following:
- Glamour magazine regularly films behind-the-scenes videos of photo shoots or additional video content during interviews. Videos can be shot on iPhones and make for highly shareable content.
- Offer sneak peeks of upcoming content or stories.
- Have your editors or writers participate in live chats or video chats.
- Upload and share photos from around the office.
Creating a magazine is a massive undertaking, but social media marketing can open up the content you create to new spaces. Your readers often expect content to leap from the page and into other aspects of their life, so continuing to share your own content and content from other spaces on the web is a great way to engage, brand and keep your readers coming back for more.