8 JANUARY/FEBRUARY 2019 • FOGHORN FOGHORNFOCUS: SALES & MARKETING Would I want to follow this page? Most of us are savvy enough social media users at this point that we will quickly unfollow a page that tries to sell us too often, but then we don’t understand why people unfollow our pages or don’t engage with them. Take a few moments and scroll through your pages with the eye of an average user. What is my goal for each social media channel? The answer to this question should be different for each platform that you are on, but it’s important to know why you’re on there in the first place. What matters to my audience? Consider coming up with a few buyer personas to think through what matters to each demographic you’re trying to reach. How can I relate what matters to them to my brand? While it is important to make sure your content matters, it’s also imperative that it make sense. Someone booking tickets for a sightseeing riverboat cruise may care about the latest trends in cupcakes, but if you aren’t serving those cupcakes on the tour your audience will end up confused. It’s easy to spot someone just posting “click bait” and consumers see through it. You will build more genuine loyalty in your following when the content relates to your brand. Who needs to be involved in the strategy discussion? For many companies, social media gets delegated to someone from marketing or communication who already has a lot on their plate. It can be helpful to have a few different departments represented in the strategy meeting so that there is consistent messaging from all teams and everyone knows how to help. What types of content can I use to meet the goal? Posting the same kind of content over and over again will make your page feel stale very quickly. Think of creative ways to incorporate photos, videos, links, questions, and contests to keep the mix feeling fresh. How can I use Live Video in my social strategy? This is one often-ignored piece of content that gets BIG exposure numbers. Finding creative ways to give your social audience a sneak peak, a live look, or a fun announcement in real time is proven in the algorithms to be the best perform- ing content. The LUXForm Haven Improve the passenger experience on your vessel