Regardless of how often you Tweet or post on Facebook, the only people who are likely to be exposed to your brand are those who are following or like your page. To get the exposure you want for your firm, you have to establish a following on your social media platforms. If you’re posting on Google+ without anyone in your circles, you’re practically posting to yourself. The idea that your brand exposure is only as big as your social media following holds true in the case of your social networks.
Nothing helps your image with like some positive PR. Sponsor events like career fairs, charity events and fundraisers, or conferences. While conferences and career fairs might help expose your brand to potential future business partners or employees respectively, they allow you to also utilize these same groups as likes and followers. As for charity events, people will associate you with a particular noble or good cause and be compelled to like your page as a result. Finally, as a sponsor, all these instances and events provide backlinks. If you’re willing to forgo the SEO benefits of a backlink to your site, you can use the opportunity and have an event’s website link back to your social media platform page instead of your website.
Conduct some kind of competition online that requires someone to either like your Facebook page or follow your Twitter feed to enter. The contest itself can be anything you want it to be, whether it’s best Halloween costume or tacky holiday sweater, to finding the dumbest law that’s still on the books today. Regardless of what the competition is over, there has to be a prize that incentivizes a user to follow through with the contests call to action, that being liking or following you.
Reply & Retweet
If you post something, people might comment. If someone posts something relevant to you on Twitter, retweet them. Show your followers that you’re paying attention to what they have to say and they’ll return the favor in kind. If your followers retweet your content share your posts in turn, you’re exposed to all their followers and friends and not in the form of an advertisement, aiding both your credibility and brand exposure.
If you’re a personal injury lawyer, use the #personalinjurylaw hashtag after a post related to that field. If you’re a dentist, dermatologist, or some other professional, use a hashtag that’s related to your profession. Or if you’re conducting a campaign for a particular cause, brand it with a hashtag. If it’s catchy, the hashtag might even catch on and become an online trend. It also lets users see who else on Facebook or Twitter is using that hashtag along with you.
Your employees have friends. Let’s say you’re a small business and have only 10 employees. If those employees have at least 100 (each) friends on Facebook and both tag and feature each of them in a post, you’ve expanded your exposure to 1000 people. With many companies having over 10 employees, and many people having over 100 friends, this exposure can be far larger than 1000. Friends of your employees will be compelled to like your page when they see their friend being featured by the company they work for. Worst case scenario if you can’t convert the exposure into a like, someone at least saw your brand and that you care about your employees.
Zane Schwarzlose is the SEO Director at Fahrenheit Marketing in Austin, Texas. Zane thinks most hashtags are #silly.