Running social media for an event that occurs every two years and maintaining interest, reach and engagement is a challenge, particularly when social media platforms are prioritising “social” over organisation content. Algorithm changes on Facebook alone have halved organic reach.
But RIMPAC 2018 proved that there are ways to unlock the power of social media for the good of the organisation… and it doesn’t have to do with paying money to boost posts.
RIMPAC is the world’s biggest international maritime exercise involving 25 countries, more than 40 ships and submarines and 25,000 personnel. The exercise happens every second year in and around Hawaii and Southern California.
Social media has become a critical platform for RIMPAC organisers to communicate to the world on what is happening throughout the five and half week exercise. In 2018, RIMPAC broke new ground:
- Engagement – 60% on Facebook, when 1% is regarded as good
- Growth – up to 200% during the course of exercise on Instagram, 300% on LinkedIn
- Reach – doubled on Twitter from 500,000 week in 2016 to 1,000,000/week in 2018
So, what are the secrets? If you work in social media, you’ll understand that there none; but there are five basics steps that will help you succeed in this ever-evolving environment.
1. Know your audience
Who is it you are talking to? It’s important to understand the type of person you are talking to so you can provide them with the information and content they want, at a time of their preference (critical when your audience is international or lives across different time zones) and on a platform of their choice. Most platforms can provide at least some information about your followers, which will help guide most of your social media activity.
2. Tone
Social media is a very forgiving beast. You can try new things, make mistakes, be humorous so long as you have the right tone. Even in a military context, humour has a great way of cutting through so long as it is respectful and self-effacing. Tone also needs to be adjusted to the platform you are posting to ie an Instagram post will have a different feel to a LinkedIn post even if they relate to the same issue or event.
3. Cross-posting
Cross posting on Facebook is an excellent way to counter recent algorithm changes that promote social posts at the expense of organisational posts. By connecting with like-minded and trustworthy sites on Facebook – and Twitter, using Twitter’s Media Studio – you can share each other’s posts as your own and enhance your own reach and engagement.
4. Video & livestream
Short video (ideally 12” – 40”) remains a key driver for reach and engagement. It’s important that video contains closed-captions and “supers” given most followers watch with the sound turned off. The added on-screen content add to the ‘engagement factor.’ Livestreaming is an even more effective way to improve reach and engagement as this feature is prioritised by most platforms. It need not be a complex or polished production, simply using your phone is sufficient and your audience will appreciate the opportunity to engage with you in real time.
5. Content
Content should be engaging, timely and varied. Beware of only posting well-produced and formulaic content – this takes away authenticity and reduces your engagement and reach. 360 degree photos and video, humorous content, emojis, short videos (slightly longer video when appropriate), seeking direct feedback by way of questions, polls and engaging with followers in the comments’ feed or replies will keep people interested and engaged with your brand.
At the end of the day, don’t be afraid to try new things on your social media accounts… simply keep it real and respectful.
