Social Media: What are you reaching for?

February 27, 2018 | Gerry Mezzina

Social Media: What are you reaching for?

With the latest Facebook algorithm changes, I’ve been paying particular attention to the content that Shopping Centre brands are posting, and the typical engagement each receives.

My observations:

Filler content – it seems many are still working from a schedule and a must post ‘x’ pieces of content a week. These are often memes, accompanied by ‘like if you’d…’ type posts. Engagement is typically very low.

Brand specific – promoting an upcoming event/new product. Depending on the context and relevance, engagement is higher.

Tag and friend/comment/share to win ‘x’– high engagement, high reach. These appear to have the highest reach and engagement of all posts.

 

But what does the reach really mean and what ROI do you get?

When viewing the stats are you taking into account the time to research, find, design, and create each post? Is the effort worth the additional few likes?

Is the reach relevant and are the people seeing and engaging with your content the customers that you want, or is your reach KPI overriding the right message? That is, is a lower reach that builds brand connection with the right customer better than a high reach post that appeals to ‘prize-pigs’ who amplify the reach to their network who may or may not be in your target demographic?

And finally, what is the upside for your business? What data do you get (or use when it is available) from a social like, comment or share?

While social will always be an important part of shopping centre marketing, my thoughts are that it’s time that shopping centres start building their owned media channels, where the value created offers the openness to have a true one-to-one relationship with your customers.

Yes the reach may be lower (and the effort higher) to begin with, but over time you’ll build an asset that makes marketing more meaningful, direct, and always with the right customers. And in doing so, chances are they’ll be more engaged across all of your communication channels.

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