When marketing a mobile app, as with any brand or company these days, it’s necessary to have a presence on social media. Social media is a great owned media asset, that is almost always free, unless you decide to boost a post or a purchase high-level membership.
Before diving head first into the social world, we recommend marketers create a social media strategy, even if it’s basic.
So what should a social media strategy include?
A successful social media strategy should include:
- A defined target audience
- An understanding of the audience’s use of social media
- A plan on how/where/when to reach the audience
- Objectives & metrics for measuring success
Once you have put together your social media strategy, it’s time to chose which platform(s) will help you reach your goals and aligned this with your content strategy, and then it’s time to execute.
Here’s a short introduction on managing your social media presence on a few key platforms:
Facebook – People are seeking funny, interesting, or relevant content to share with their friends and network. Unique and engaging content is recommended on Facebook. Aim to get a conversation started or provide information that’s share-worthy. Keep your tone fairly conversational; you don’t want to sound like a robot or an advertisement all the time.
Facebook also is the perfect platform to reach and foster relationships with brand advocates. These are “super fans” that will spread the word about your brand/app and help you reach people who might not have been a part of your existing (target) audience. To foster a successful relationship, it’s important to identify and reward brand advocates and maintain ongoing engagement with these individuals.
Google+ – In 2013, Google+ was named the second largest active social network in the world, only behind the behemoth Facebook. The social network is projected to gain popularity over time, and brands should be present – although your goals for this platform might be different than other large channels (think SEO). Google+ can help improve a brand’s Google Search results, engage communities through Hangouts, enhance performance on Google Ad networks, and aid tracking through Google Analytics.
Twitter – Twitter is the best platform to engage with (potential) customers in real-time, as well as listen to any conversation and measure sentiment around your brand/app. You can speak to something that’s happening in the moment, and engage with others who are posting about the same topic. To grow your awareness and reach, you should listen to real-time conversations, learn what people are talking/passionate about and respond to that. Stay relevant, timely, and ensure you can effectively and naturally inject your brand into the conversation.
Instagram – Your Instagram account should post engaging and relevant photos that speak to your brand personality and product. Think mobile, real-time and quality content. No stock images or blatant advertising should be shared. Including relevant hashtags helps gather followers and open up your account (and brand) to new customers.
LinkedIn – LinkedIn should be used for professional outreach and to keep your network up-to-date on business decisions, mergers, and any other updates relevant to your product/company. Tone here should be more professional but still true to who you are as a brand. If you maintain a company blog, this is also an ideal space to share these posts and highlight your thought leadership within your industry.
YouTube – Second only to Google, YouTube is now the second most popular search engine in the world. Worldwide, video content is viewed more than 50 billion time per month. Suffice it to say, the world is consuming more video content every day, and we recommend you start creating some of that content if you’d like to be successful. Create a YouTube channel that others can subscribe to. It’s a great way to highlight new features on your app, show how people are using it, and promote your app in a visual way. This content can also be used on other social media platforms and posts on your blog.
What’s great about online video promotion is that with some good art direction, you can guide the way you want users to perceive your app. Look at the app Paper by FiftyThree, a beautifully-done app promotion video got 1.7 million pays on Vimeo and its subject became app of the year in 2012.