Tag: marketing

How to create engaging content for your Facebook fans

Facebook have taken a number of steps this year to become more celebrity-friendly, taking notes from Twitter, and introducing features which benefit users and personalities.

This year has seen the introduction of Facebook verified accounts, allowing users to recognise legitimate accounts (just like on Twitter) as well as hashtags, and a test of a ‘Trending Topics’ feature. Facebook have even hinted at introducing features, which will make it easier for celebrities to connect with fans in the near future.

So while you’re waiting for some of these fantastic new features roll out, how do you get the most out of Facebook as a personality (or brand)?

Rule #1 – Stick to Facebook best practices.

No matter who you are, if you’re using a social network, you need to use it correctly. Setting up a page and not using it a Facebook cardinal sin, it’s like having a phone you never answer. Post regularly and post the type of content that engages your audience. Text posts can often get the best reach, so mix it up with text, photo, video and links to keep your audience interested and interacting with your page.

Rule #2 – Be yourself

It sounds corny, but if you be yourself and show your personality online, it will be better for your personal brand.  People use Facebook to connect with friends, so by adding personal thoughts or the occasional candid photo to your page, you make it easier for your fans to feel like they are ‘friends’ with you.

Rule #3 – Give back to your community

There are so many fantastic ways to give back to your fans and thank them for being loyal followers. Ricky Martin recently hosted a live Q&A on his Facebook page, delighting fans when they received replies to their questions.  Use your page to host contests, answer questions, and provide fans with exclusive content or information. When you give fans an exclusive or reward, your content becomes social currency, an asset which is valuable to those who know about it and will share with those who don’t. You also strengthen your relationship with followers when you acknowledge and reward them for being fans no matter what.

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Rule #4 – You can get help

If you want the exposure, marketing opportunities and community support that social media can offer, but don’t have the time or ability to do it yourself, a social media manager can help. Stars including Star Trek’s George Takei, Britney Spears, Kanye West and more admit to having professional help with their social media. Takei himself admits to paying a ghost writer $10 per Facebook post. Whether you want to disclose it or not, having help with posting is beneficial for a number of reasons. It allows you to fill in gaps where you are too busy to post something yourself.  Also, if you have difficulty with spelling, grammar or expressing yourself through text, a ghost writer can help to make your message clear.

Example of content written by Lady Gaga herself and also by a page manager.
Example of content written by Lady Gaga herself and also by a page manager.

As a personality using social media, you have the benefit of your popularity to building page likes, and exciting, interesting content to drive engagement. There is a wealth of opportunities for using social media to maintain a loyal following of fans to support you in the years to come, and Facebook is a great place to start.

Celebrity Marketing Australia – Social Media Strategy for Celebrities and Brands

Image courtesy of photostock / FreeDigitalPhotos.net
Image courtesy of photostock / FreeDigitalPhotos.net

Ellen De Generes has topped the list for the most followers on Instagram, with a whopping 3.04 million followers worldwide. Similarly, celebrities on Twitter like Justin Bieber, Lady Gaga and Katy Perry boast tens of millions of followers. Not only are these celebs connecting with fans, sharing news and entertaining the masses, they are developing their personal brands, and nurturing a loyal fan base to support them for the years ahead.

The most valuable asset you have, as someone with fame, influence or popularity, is yourself and your fans. Your celebrity status is your brand, you mould it around what type of work you do, your hobbies, charity or community work, as well as your attitude, values, and behaviour. As you want to maintain a reputable brand, one people can trust, relate to and consume for years to come, you need to start building a strong brand now. What’s the quickest and cheapest way to build your brand? Social Media.

Why is social media essential to celebs, influences and personalities?

Celebrities and personalities big and small should be embracing social media to grow a loyal fan base of people who will be your online word of mouth referral system when they need them most. Say you are a celebrity weather presenter, like Channel 9’s Steve Jacobs. Right now your job is great and you enjoy company-supplied publicity, but what happens when you want to move on and get another gig? Maybe you want to run your own business or write a book – what better way to spread the word about your new venture than by contacting your loyal online fan base? What happens if you lose your job? The person with a large social media following and well-established personal brand is going to be much more valuable to potential employers. If you can bring a strong following with you to your next job, your employer will be very happy, and you will benefit in the long run.

Creating a community of loyal fans will allow you to leverage your social currency, where your fans can have exclusive access to content and news. Social currency is the driver of advocacy and social sharing, as fans feel like they have access to something that others don’t, so they want to share what they know.

Endless supply of content, endless opportunities.

Celebrities and personalities have a bevy of potential content which is interesting to their fans, and could attract new fans who were previously unaware of your skills or charity work, for example. Given that the work you do is interesting to large groups of people, you could show off your interests, behind the scenes footage, host giveaways and run competitions. These types of content allow you to market your personality and create a personal connection with fans so that they feel they know you, can relate to you and support what you do. Social media is all about engaging in conversation and adding a human element to everything you do (this is what some brands do very well, and what some are yet to understand).

When a celebrity posts about their new album coming out or a new perfume release, they are still marketing their products, as any business would. The benefit for individuals is that they are a) not seen as a business in the way that, for example, Coca Cola is; and b) often have a more human element to their products that people can relate to more quickly and easily.

Frequent social media activity, such as live tweeting during events or shows is one way celebrities can connect with fans and keep their work top of mind. Keeping a regular schedule of updates and interaction will also ensure you maintain your relevance to your fans as your industry and or job changes. By keeping fans up to date with various aspects of your life and work, you will carry those fans from job to job.

Keep calm and call your consultant

A big selling point of social media for personalities and celebrities would have to be the capacity for reputation management. Whether responding to a negative situation or publicity, or simply maintaining everyday activities, you have the ability to quickly address any issues that arise. It allows you to be in control of your response, and a heartfelt “I’m sorry” is much better than total silence in negative situations.

Ultimately, a social media manager would be beneficial in monitoring social media activity and coaching you in getting the most out of each platform and opportunity. A manager would also be able to prevent any heat of the moment angry tweets you might exchange with a disgruntled fan.

At the end of the day, you as a celebrity or personality are a brand and need marketing. Social media provides an easy to use promotional platform for a variety of content. If part of your success is due to your loyal fans, what better way to maintain and build an active following than with Facebook, Twitter, Instagram and more?

Stay tuned for my next post on what an ex-Neighbours actor can teach you about being a social media pro.

 

 

 

The Social Media Principles

Keeping up to date with all latest news and inner workings of social media is a part of my job that I really enjoy. I love learning new things and discovering how and why people interact with social media content, what works and what practices will get the best results.

I was reading about Jonah Berger’s new book Contagious: Why Things Catch On, which highlights six principles that make people share content, ideas or talk about products. Understanding why people share things is very important to social media marketers and businesses so they can make the most of their social media efforts and avoid wasting time. These ideas come back to a necessity that we have pointed out in previous blog posts, which is, use the right bait for the right fish. That is, know your audience and use the right message to reach that audience.

Keeping Berger’s six identified principles in mind when creating content or campaigns for social media will certainly help in the success of those endeavors.  Obviously, most things you post will not become a viral success like Psy’s Gangnam Style, but can still be shared and interacted with by many.

Watch our latest video to learn more about these six principles and how you can apply them.

The 5 Principles for Social Media Success

Shaun and I sat down to chat about the 5 principles of social media success and a range of solutions for implementing these principles. This video and presentation are a follow-on from our previous blog post and companion to an upcoming seminar we will be running.

Tell us what you think, and as always, let us know if you need advice or further information.

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