Sure, using social media to boost traffic is a great idea, but after 200 tweets of “20 Things You Should Be Keeping In Your Purse – ow.ly/12345”….. do you think people are really reading your content?
Most “normal people” on social media are simply posting about their day, sharing photos, or conversing with other people, not sharing links. Why can’t magazines do the same? Twitter, Facebook, Instagram, Pinterest, and Vine are all platforms for conversation. Not one giant RSS feed.
Authentic content requires an authentic voice. Esquire magazine’s web director, Matt Sullivan, is behind the voice of Twitter. He makes sure that the magazine’s social media voice is cohesive with the overall tone of the magazine itself.
“…it’s intelligent and authoritative, and yet it doesn’t take itself too seriously. Articles aren’t delivered in a “[headline] – [link]” format; they tend to be descriptive and, where appropriate, humorous. One-liners, etiquette “rules” and links to articles from other publications are interspersed with Esquire’s own web content.”
Twitter is a great platform because it leads to quick and short conversations. However, other platforms are more difficult to manage; Facebook, for example, may require a little more information than 160 characters, but you don’t want there to be too much information that the reader gets bogged down in. The key is to write the content as if you were chatting with a friend.
Magazine’s use of social media also helps enhance the print edition. Editors often use information gathered from readers who post on social media in future editions.
“The lines distinguishing magazines’ print and online content, their social media projects and their advertising will probably continue to blur.
‘It might take 10 years until we figure out how to master this,’ said [Matt] Milner. ‘Social media transcends departments — it’s beyond edit, beyond sales. It will inform more and more content decisions in a good way, but it’s going to take a little while.’”
Although it seems easy, social media use can and should be strategic, and that’s something that can take a long time to figure out. When to post, what to post, and how to post in order to increase following and traffic is a mystery that few have grasped. Below is an infographic explaining the best and worst times to post on social media! Now you too can harness the power of good social media strategies!