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Starting corporate accounts from scratch
I’ve been tasked with building my company’s (infrastructure) social (Facebook, LinkedIn and Twitter) profiles from next to nothing (managed to get LinkedIn to around 400 followers, but that’s the best I’ve got). But the company really wants to keep to very corporate/government messaging with stock images.
My background is in communications and media, so I normally use social as a tool to execute those strategies, but I’m finding this a bit hard as the content they’re wanting is not interesting, and we’ve got zero following.
Without being too specific, the project is renewable energy infrastructure. So I’ve written about six pieces of content (features explaining the technology, different types of renewable power etc., and also some advice from our HR department on working from home in COVID times) that can be hosted on our website, then crafting angles for channels. However, they don’t want any of it. The feedback being it’s not relevant enough.
I feel frustrated because I’m only working at about 20 per cent capacity, and that they’re really overlooking the potential of social media. I’ve shown them some government social accounts who use social creatively when appropriate, but they’re still not keen. Then want stock image/footage, with a caption of “a positive investment for XXX”.
How would you go about building an audience from zero with this type of content?
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8 Replies
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Challenge that type of content demand put on you. Use data and examples.
I’d find a few companies in (or close to) your space that follow that corporate route. Plug them into Social Blade and show how slowly they grow and/or how little engagement they get. Then find some companies doing social in the style you see as a better fit and do the same but showing how well they’re growing/get engagement. If you can find companies in both situations, you’re on to something.
Bring mock examples of what you want to do differently. Back it up with data. There might be some cherry picking to prove a point but the thought of another corporate acct in 2020 doing stock photo posts is ludicrous.
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Couldn’t hurt to do some A/B testing of copy and creative and let the proven numbers back you up. That way, when you show them that their route isn’t sustainable in the long-term, they’ll likely go with your recommendations based on data that feels relevant (actual performance of their channels).
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For any kind of businesses it’s hard to get followers on social media platform according to current scenario you can only try to keep an engagement with your audience and do not post about your services on renewable infrastructure. You should post about trending topics which will lead new followers on your page.
First make them understand how social media strategies work as per the situation and convince them to post on trending topics.
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There are two types Of content that work best on social media; educational and something that Is entertaining. Any other type of content will take time. Even if you go the paid path, and it works out with your content, the engagement will be less.
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For any social account to grow it needs to answer one main question: Why? Why would *anyone* follow your account? O wildly agree with setting up a presentation using real data, but use that question as the frame for your position. Step out of the box if you can and ask the people around that table who **they** follow, and why. I’m sure it’s not to see some sick af stock photos.
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Hi there! I come from a very similar background as you, and manage social media accounts in the utilities sector.
For us, our core channel to connect with our customer demographic is on Facebook.
However, Facebook is very much **pay to play** now for Business Pages. So, if you’re trying to get new followers, you *really* need to run some ads.
Like, *really.* You need to convince leadership to give you some bucks to experiment with.
I gained us 200+ followers in the last 30 days by doing this:
1. Create a geographic target audience for your customers (i.e. target all people in your service area)
2. Set the lifetime budget to $350 over 7 days ($50/day)
3. Respond to all ad engagements and **invite any Likes.**
4. Repeat over and over with other ads as necessary.
5. As you get more Likes, your organic base increases, making the astroturfing from the ads worth it in the long run.I’m lucky because I basically have a bottomless COVID-19 budget. My best ads have been for our COVID-19 customer assistance programs, and from lighthearted employee spotlight videos.
Normally, I’d say that educational how-tos get the most engagement, but in this climate—people need stuff that can save them money, and want feel-good stories as distractions.
Give it a try and LMK if you wanna talk more.
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Try to repost other’s content. After all, don’t try to be so serious on social media. Try to engage with someone under some trending topics, and attract them on your account.
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I was just thinking about what the lifestyle is at a company that specializes in the infrastructure of renewable energy. Said no one ever. I don’t even need an audit to detect that the professionals in your field, either current or aspiring, are actively seeking this out. They’re not. They likely have their trusted sources already.
You don’t need your own profiles or presence. You need advocates for your brand, whether it’s influence *(not the dirty, cool kid version your industry doesn’t understand)* or content partners who already have audiences in and adjacent to your space.
LinkedIn might be fine for you, but otherwise you’re talking about using social as a space for press releases, and none of that matters if you don’t have the actual press coverage to even warrant a modest following.
Listen to everything u/ElonRockefeller said. If this is a mandate and your job is dependent on success here, you need to level-set what that looks like realistically.
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