Social Media Guru and Multimedia Designer Immanuel Jones explains how Facebook can turn posts into sales for your business.
Now more than ever before, businesses should be leveraging social media platforms like Facebook to help promote their products and services to their community.
For store owners that aren’t convinced, check out this quick 2-minute walkthrough on the latest social stats as they relate to small businesses in particular.
Immanuel breaks down the three key reasons you should be posting great content on a regular cadence and some quick tips in this snack-sized video.
Hey, my name is Immanuel and in this video, I’m going to share different data points on why it’s important to post consistent, engaging content to your Facebook page.
Now if you’re looking to get more traction to your page, which will help you get more followers, and you can convert those followers into more sales, then this video is definitely for you.
The first data point is 51% of Facebook users are more likely to buy from stores they follow. Think about it this way: if one of your customers follows your Facebook page and you post three times a week, they’re being reminded of your product or service three times a week. That’s three chances for you to convert that customer into an actual sale. So make sure you’re posting consistently at least three days a week.
The second stat is this: 80% of US social network users prefer to connect to retailers through Facebook. Because most people like to connect through Facebook, make sure you’re posting engaging visuals such as images, videos, and infographics to better connect with your audience.
This third data point shows why Facebook is such a powerful platform. 47% of Americans say that Facebook has a greater impact on their purchasing behavior than any other social network. Hopefully that Stat alone shows why you should be posting, again, consistent, engaging content onto your Facebook page.
Now, if you’re confused about what content to post, where to get it from, or exactly how to get it onto your Facebook page, we have another video that you can click right here where it talks about how, the process, of getting that content onto your Facebook page. So make sure to click that link right now and check that video out. I hope this video gave you lots of value and I hope to see you in the next video.
Transcript
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Key Points:
Companies should understand the Web Content Accessibility Guidelines (WCAG) to ensure their websites are accessible.
Brands that concentrate on accessibility on social media demonstrate care for their customers and build a positive brand reputation.
Brands should always consider inclusive design, such as plain, straightforward language, in their social media posts.
Accessibility may not be a term you usually associate with the internet and social media. You might picture wheelchair ramps, directional signs in braille, or sign language interpreters at live performances. The landmark Americans with Disabilities Act (ADA) of 1990 dictates the legal necessity of these and similar accommodations in public spaces. As we’ve come to rely on the internet for everything from entertainment to buying groceries, it’s become clear that the internet is now also a public space. It must be accessible to everyone. And like other applications of ADA, businesses that do not comply are liable for damages caused by inaccessibility.
The Web Content Accessibility Guidelines (WCAG) are an international set of standards to provide instruction on meeting accessibility needs. It’s important for companies to understand how this applies to their websites, especially if they engage in e-commerce. In terms of social media, the requirements are less concrete. But prioritizing accessibility on your company’s social media is essential to your reputation, even if the legal requirements are uncertain. We’ll look at why it’s important to your customers, how it affects the perception of your brand, and how to make these changes efficiently.
Social Media for All
The cornerstone of accessibility is inclusive design: products or experiences that are accessible for everyone regardless of disability. The most important place where this shows up is on company websites where most users expect to also find links to the brand’s social media profiles. Unfortunately, the overwhelming majority of websites are not accessible, despite the fact that the application of ADA to the internet is over 20 years old. Making websites accessible is a complex process without the use of specialized software like Accessibe or EqualWeb.
Unlike websites, making sure your social media is accessible is a straightforward, ongoing process. Every social platform has been quick to release optional accessibility features. These features are important to many users even if they don’t rely on them to use social media.
Making your social presence accessible tells users that your brand cares about people, not just profits. It’s the same idea as the push for the representation of different body sizes in fashion or more expansive skin tone ranges in beauty products. Brands that meet the needs of underrepresented groups endear themselves to others as well. And while optimizing your brand website for accessibility might be a larger project you aren’t ready to tackle yet, starting with your social media pages is a great way to show customers that you’re listening to their concerns.
Making Content Accessible
Shifting to accessible content means incorporating inclusive design into your creative process. The practice varies by type of media. For platforms that have graphics or videos with captions, it means not only adjusting each component but also being mindful of how they interact with each other.
For example, YouTube’s automatically generated closed captions and subtitles are often inaccurate. It's one of many examples where the caption generation software has issues picking up strong accents and mumbled words. This could be remedied with handcrafted video transcription services. If that’s not in the budget, the video creator could add their script or transcription to the video description.
None of the technology for accessibility is perfect yet. Teaching computers to digest complex information for human understanding is difficult, and the variations in disabilities further complicate it. The majority of adjustments creators need to make revolve around helping assistive technology better understand their content. Let’s look at how to make different kinds of content accessible.
Text
Use plain language that’s easy to understand
Avoid text in all caps
Capitalize the first letter of each word in a hashtag, like #SocialMediaMarketing, a practice called camel-case
Videos
Provide descriptive captions. Instead of just displaying the words people on-screen say, explain background noises and other sounds that are relevant to the scene.
Add your own subtitles or enable auto-subtitles on the video platform of your choice
Many users find their new favorite brand through social media. When disabled people (who make up 26% of the population according to the CDC) can’t access your brand’s social posts, you miss the opportunity to connect with a demographic that’s eager to engage in online communities. On a hyper-local level, that kind of connection goes even further.
That’s why ThumbStopper exists to help brands distribute their social content to their retailer network. Retailers can connect with their local audience - with your accessible, branded content - in a more personal way. And since content goes to their page automatically once they sign up, retailers can effortlessly promote your brand online while focusing on running their business.
