For workforce boards seeking to draw youth to your career centers, social media is one of the best recruitment tools you have. A whopping 92 percent of teens go online daily, a Pew Research Center found.1 Fifty-six percent go online more than once a day and 24 percent are online “almost constantly.” Among teens who go online, Facebook, Instagram, Snapchat and Twitter are the most popular social media networks; 71 percent of teens use Facebook, 52 percent use Instagram, 41 percent use Snapchat and 33 percent use Twitter. For your social media marketing strategy to be effective, you need to target these channels.
When trying to reach audiences on Facebook, post videos to your organization’s page. They are the most effective type of post, due to the way content on Facebook gets promoted, Socialbakers research found.2 Twenty-seven percent of all videos get promoted, compared to 17 percent of photos. Videos also enjoy an average organic reach of 135 percent over photos and an average fan reach advantage of 148 percent.
The best types of videos to engage Facebook audiences are non-advertorial videos that entertain, inspire or inform, or ads that speak to target demographics. Facebook's best practices tips recommend using eye-catching content in the first frame because videos start auto-playing silently in people’s feeds, so it's important to lead with imagery that grabs the viewer's attention.3
Outside of video, a few additional ways to boost engagement through Facebook include asking questions and using your fans’ content.4 Asking questions of your followers, either related specifically to your center or more generic, are one of the best ways to let your fans have their voices heard. For instance, you could ask your followers “when was the last time you updated your resume?” or “What’s is the best pizza place in [city name]?”. Additionally, people love to see their content featured and shared. One way to do this could be to have hold a contest for fans to design your Facebook page’s cover page for the month.
Instagram is the king of social engagement, with a per-follower interaction rate of 2.3 percent to Facebook's 0.2 percent, Forrester reports.5 Where videos generate the greatest interaction on Facebook, photos are the best way to generate user engagement on Instagram. Buffer reported that in October 2013, shortly after Instagram first added 15-second videos to its platform, only 4 percent of big brands had adopted video on the platform, and the average photo generated 37 interactions per 1,000 followers, compared to 24 per 1,000 for the average video.6 Photos continue to dominate Instagram in 2016, according to Locowise, with photos accounting for 91.83 percent of all posts in the month of January and the average photo post engaging .97 percent of the total audience, compared to .68 percent for videos.7
To generate Instagram engagement, the marketing company Wishpond recommends organizations prioritize photos of customers and employees.8 Taking photos that show off the successes of your participants and the culture of your employees and your program can help engage Instagram users with your workforce board's brand.
Snapchat is different from other social platforms in that photos and videos posted on the site disappear after being seen or, for a series of content tagged as a "Story," within 24 hours. This makes Snapchat most useful for communicating with your most engaged followers, who want to follow your latest content for fear of missing out. Snapchat is best for sharing humorous "day in the life" content, behind-the-scenes content or inside information about an upcoming event.
Snapchat's Story feature is particularly useful for creating narratives where each piece of content leaves your audience wanting to know what comes next. Writing on ReelSEO.com, SEO-PR president Greg Jarboe suggests creating an interactive Story where you invite your followers to contribute their own content to continue the narrative.9 For instance, you might tell a story about participants in your workforce board who come from situations your audience can relate to, and invite your audience to share their own story.
Twitter also has its own rules of engagement. According to an internal study, photos generate the highest retweet rate (35 percent), followed by videos (28 percent), quotes (19 percent), tweets including numbers such as statistics (17 percent) and hashtags (16 percent).10
When promoting your workforce board on Twitter, prioritize photos and visuals. One tactic to try: Incorporate photos into social cards that showcase your workplace board's offerings. Combine such photos with meaningful quotes, interesting stats or popular hashtags to generate even more retweets and engagement.
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Resources: Photo credit. (1) Pew Research Center (2) Socialbakers (3) Facebook (4) Post Planner (5) Forrester (6) Buffer (7) Locowise (8) Wishpond (9) ReelSEO.com (10) Twitter