In the dynamic world of digital marketing, social media has emerged as a powerful tool for businesses to connect with their audiences, build brand awareness, and drive growth. With billions of users across various platforms, companies are constantly seeking innovative ways to leverage social media to achieve their marketing goals. Our recent work with Accountable for Health (A4H), a national advocacy organization accelerating the adoption of sustainable and effective accountable care to improve healthcare quality and outcomes and lower costs, is a great example of how to use platforms like LinkedIn and X (formerly known as Twitter) to your advantage.
When the Devaney & Associates team was hired as the agency of record for A4H, it was tasked with the challenge of growing A4H’s followers on both LinkedIn and X, as well as increasing overall engagement and impressions. To accomplish this, we focused on three tactics: creating engaging and educational content, posting consistently, and using platform tools to our advantage.
You may also find these tactics useful for boosting your social media game, so let’s dive in.
Create Engaging and Educational Content
People post on social media A LOT. It’s important to stand out to your audience by creating content that is compelling, informative, and makes users want to learn more. As an advocacy organization, A4H’s content needed to be educational and advocate for the policies that advance accountable care, which at times can be very complex and difficult to understand.
For example, A4H wanted to state its support on social media for a letter written by members of Congress urging the Centers for Medicare and Medicaid Services to prioritize developing more innovative accountable care payment models. To help make this content more engaging, we created a graphic, using A4H’s brand colors (bright orange, light blue, and white) to make the statement stand out while explaining the context of the statement in the post itself.
Consistency is Key: Post Regularly
Posting content regularly is very important for brand awareness. It shows your current followers you are active and have new topics to share with them. It can also help you gain more followers and increase engagement, expanding your reach with every new post.
With A4H, we found the sweet spot is posting at least 2-3 times per week. We stay on top of this by planning content in advance with monthly social media calendars. This way we can visualize how many posts will go up each week of the month, helping us stay consistent and timely, and the kinds of content we’re posting (ex: photos vs. links to articles) to ensure we have a good mix of content.
Use Platform Tools to Your Advantage
So now you’re prepared to reach your audience with engaging content posted on a consistent basis. But how else can you increase visibility and engagement on your posts? The answer is easy: use platform tools, like tagging, to your advantage! Tagging other users and pages on LinkedIn is an incredibly effective way to boost engagement because it ensures the post will be seen by a larger audience which can increase the likelihood of comments, likes and shares.
On A4H’s LinkedIn page, if an organization, Congressional Representative or organization member is mentioned in our post, we make sure they are tagged so that they:
- See and engage with our post
- Ensure their audience sees or engages with our post
Another example of using a platform’s tools to your advantage is using hashtags on X. A4H has seen a 24% increase in impressions on posts that include hashtags, compared to those that don’t.
The Results:
To assess the success of our social media strategy, we track metrics like impressions, engagement, and follower count. In the first three months since D&A began managing A4H’s LinkedIn and X pages, the organization gained 30,956 impressions, 2,246 engagements, and 195 followers, across both platforms.
By creating engaging and educational content, posting consistently, and using platform tools to your advantage, you can help your brand stand out on crowded social media platforms.
Interested in Improving Your Social Media Metrics?
With our skilled social media team, anything is possible! Contact us today to see how D&A can help you establish a strong presence online.