Compared to traditional marketing, social media content has virtually an immortal life span online, where it functions as more of an annuity than an expense item. Important is to adjust your content for each and every network particularly: Tweet quick tips, use images and videos on Facebook and go for blogs and Google+, if you want to communicate more details. However, always pursue one goal, to convey information to your fans that are in any way useful, regardless of the channel and content.

Besides, don’t get tempted by the endless technical possibilities: Only publish text, pictures, videos, etc., if they are useful and provide added value. Here, texts are particularly suitable to explain complex topics, while images are more direct and attract more attention. Especially, platforms like Pinterest and Facebook take advantage of these facts, providing the currently popular visual marketing ideal conditions.

In fact, the more graphic elements you use, the more attention you reap, so take advantage of:
• Infographics,
• Photos of employee -  provided they agree;
• Recordings of company;
• Product Photos

In addition to textual and visual content, videos are important in social networks, too. Facebook and Google+ already support the publication of pictures and videos by design. At the same time, movies can be shot easily – and even professionally - with a smartphone, as it corresponds to the occasion and purpose. And all those who reuse the videos on YouTube, open up another social media channel with just a little extra effort.

Instead of publishing interviews on Facebook or Google+ as text, a podcast could be considered. The advantage a podcast offers is the fact that users in general subscribe to it, which means that you will have the chance to stay permanently in touch with your fans - even outside of Facebook & Co.

A tip to all who are represented on multiple platforms: Link your different sites to each other. That way you manage to get a wider reach and win new fans for different offers. But be careful, as the same fans follow you on multiple platforms, you have to differentiate the published contents a bit more.

In addition, the dynamic development of your performance must be guaranteed. In more specific terms, this means that it’s better to publish two posts per week than one only a month. And even if you have to offer truly compelling products or services, only reporting about this and nothing else will cost you valuable friends in the long run. You must be creative to inspire your discerning community permanently. However, your posts should necessarily fit to your company and the expectations and needs of your fans.

In search of suitable subjects, it is therefore recommended to look at market analysis and surveys, in addition to your experience and gut feeling. Aside from that, perfectly compelling topics can be generated by your community: Collect, for instance, posts or emails to positive experiences of fans with your products, which you can then publish in social networks, if you have received their permission. But don’t forget to thank the author later on.

Furthermore, contributions from employees and partners are a great way to create relevant content as well. However, remember to adapt these posts in their tonality.

Under certain circumstances, inspiration from your fans can lead to the development of new products. Thus, it is advisable to involve your fans in the creative process and communicate openly that the impulse to the development came from a fan. That way your community realizes quickly that it is taken seriously by you - and that fact pays off positively for you in the long run.

As good as your concept may be, after a few months even the best ideas are perceived as being a bit boring. At this stage it is important to continue to keep your fans at it! Venture therefore to new ideas and content provided by your community - and above all listen to the feedback of your fans to keep the interest going.

And last but not least, with all your social media euphoria and success, don’t forget to maintain your company website, as it is and remains your point of contact No. 1 on the Internet.

By Daniela La Marca