There are dozens of social media platforms and more are emerging every day. Starting out with two of the most popular forums, Facebook and Twitter, will provide a solid footing in the social media sphere. Facebook is a robust platform that allows you to post updates, photos, and videos; schedule events; and integrate blogs. The platform has more than 300 million active users. Although most users are relatively young, the number of people between 35 and 54 using Facebook is doubling every two months. Twitter is a “micro-blogging” platform that uses posts of 140 characters to answer the question: What’s happening? Most Twitter users are “thought leaders;” these individuals are early adopters who embrace new media. The audience here is slightly younger (18-34 years old) than Facebook’s, but as with Facebook, older demographics are now participating in higher numbers.
Social Media Best Practices
With these tips for Facebook and Twitter, you’ll call attention to your online content and build connections with your readers.
1. Decide whom you want to reach.
Before launching a social media strategy, consider whom you want to reach and what you want to accomplish from your interactions. Ultimately, is your goal with social media to create community among your existing readers? To build your readership? To connect with potential advertisers and community partners? Each group and goal demands a different strategy. Ambitious publications will want to accomplish all of these. Yes, it’s possible. Just know where to focus your efforts: For example, if your existing demographic matches Facebook’s, create a Facebook "fan" page for your publication and focus posts on your existing audience by playing up your brand (i.e. highlight regular departments, topics, or regionalisms your audience will recognize distinctly as yours). If you want to promote an upcoming redesign launch, focus your efforts on Twitter because you’ll find advertisers, community partners, and forward thinkers there.
2. Be an authority.
As a city or regional magazine, you are the expert on your locale. You know about the latest restaurant opening, the community’s recycling project, and the up-and-coming politicians to watch. Use this expertise. Be the source for information about your community. Post information about great events, news tips, off-beat finds, and deals in your area. This strategy works for both Facebook and Twitter, because users look to both social media networks for up-to-the-minute information.
3. Just because it’s cool, doesn’t mean anyone is going to look at it. Show them why they should.
Magazines are the kings of content, from a great how-to video to a must-read interview. But this online content doesn’t always get the attention it deserves. Use social media platforms to tell your readers about your content. Be sure to focus on the benefit to the reader; don’t just broadcast your accomplishments or sound like an advertisement for your publication.
Compare:
Your last-minute holiday recipes are here: http://www.yourmagazine.com/recipes
We save-the-day with our last minute holiday recipes: http://www.yourmagazine.com/recipes
4. Get trendy.
Tapping into Facebook and Twitter trends can further your efforts. First, although some workplaces block social media sites, the workday is still the primary time to interact with your users. To get the most mileage, post your best items during the first part of the week (Monday-Wednesday) and during the middle of the workday.
Second, Twitter users incorporate hash tags (#) in their posts to track popular topics. (You can see these topics on Twitter’s homepage when you go to login.) You can tap into existing trends like #musicmonday (tracks band, artist, and song recommendations), #traveltuesday (tracks travel tips) or #tastytuesday (tracks recipes and cooking tips), and #followfriday (tracks popular Twitter users). If you post music information on Mondays, you’ll cotton on to an already-in-progress conversation. To join in, tack the hash tag and trend name (e.g. #musicmonday) somewhere in your post. Twitter users can search for these trends, just like you might search for a topic in, say, Google. If your post includes the term, a search will call it up, and thus, will introduce your content to a whole new audience. Just be sure your post contributes to the conversation. If you try to exploit these trends, users will quickly identify you as a spammer and ignore your content.
Of particular note is the #followfriday trend. Use this tag every Friday on posts recommending your favorite Twitter users to others. By acknowledging other great content on Twitter, you’ll be seen as a valuable community member who is interested in participating in conversation, not just yelling at the masses.
You can also establish your own hash tags. You might create one for a topic area, like #gonm, which was created to track New Mexico-travel related information, or events, like #sxsw, which was created to track posts relating to the annual South by Southwest conference. The hash tag you use should be closely related to your content, easy to remember, and brief, so Twitter users can easily incorporate it into their posts. Anyone who is interested in the topic will use the hash tag and extend your message’s reach.
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