How You Can Become an Authority on Social Media

How You Can Become an Authority on Social Media

Today’s marketing landscape is crowded. You want to stand out, but your industry is likely full of businesses like yours that claim to have a longer tenure, more capital and more resources.

Topic authority is the best thing a small-to-mid-sized business can use to differentiate, build trust and develop new business across not only social media, but all digital channels. Let’s discuss why you should build social media topic authority for your business and how simple it is to do it.

What Is Social Media Topic Authority?

Topic authority is a measure of how much trust and respect others in the online community will attribute to a person or brand. It’s all about perception. How does your audience (not you) perceive your knowledge, insights and contributions to a specific role, industry or event?

How Do I Select My Main Topic for Social Media?

There are four things that would be wise and smart to consider when you choose the topic you’ll build authority around. You should be able to expand and grow with your choice in topic (well beyond social media) and even bring it to your email marketing, blog content and sales nurturing touch points.

Too often, we see the social media content of businesses change directions or be left idle for too long without revisiting, updating and building the next step . How can your audience follow you or what you’re talking about if there's no consistency?

Your topic should only change as often as monthly or quarterly. Or it can stay the same. It's totally fine to run with the same social media strategy and plan for multiple topics. Popular topics showcase your people, customers, behind-the-scenes moments or life stories.

The overall premise is this: You know who you’re talking to. Give people in your audience a chance to see the same thing in different ways and formats and give them enough time to remember it. And to remember you and associate your business with the content you're posting.

Keep in mind, audiences often see WAY too much information that will likely never be retained after only a single exposure. It's best to start with one topic, so you can gain confidence in your routine before adding more topics and burning yourself out.

Ready to Select Your Topic and Become an Authority?

Put on your thinking cap! You’re likely to find your main topic for the next month or quarter somewhere in any of these places:

  • A quick online search reveals trending customer interests, change in management, annual events or recurring challenges. Basically, keep an eye on what happens that most often drives your audience and top customers to seek out your product or service?
  • The top-performing content on your website right now shows an opportunity for you to further own and train on this topic. Or even how people manage and use a popular platform. If you ever cover something like this on your website, it’s probably driving a ton of views that are not converting. (But it could be!)
  • What’s new and super important for you to consider when it comes to customers wanting to continue to show interest in your topic? Always think outside the box, cover all angles and keep the customer at the forefront of your ideas.
  • Anything that is timely or seasonal and changing right now in your industry can always be a topic.

Okay, I've Got My Main Topic. Now What?

Start sharing your topic with the world (or just your local audience). Break your big topic into many small, easy steps or success stories. Repurpose, repost and find new ways to say the same thing again and again. Talk about your topic as you engage with other people’s content and tag anyone else who may be involved. Get it out there!

Being the guide on a single topic will only improve everything else you’re doing in your marketing and build stronger topic authority and brand identity on social media. As an added bonus, create a social media hook to include at the beginning and end of each post to call for connection and engagement with your followers.

And always remember: The more effort you require of your audience, the less attention you attract. If it’s too hard, people won’t do it. We all crave convenience!

Want to Make More Effective Social Media Posts?

You're on a mission to improve or take over your social media. You want to know the strategy and plan you choose for your business will work. And that it's simple enough that you can do it. Use less brain power AND spend more time driving the right engagements while building a strong business community with Business Social Made Simple .

Becoming a topic authority might not be easy, but it’s simple to get better results from your social media. Becoming more effective in the time you spend on social media is what we're here to provide.

BigOrange Marketing is named the top social media consulting firm two years in a row by Cincinnati Magazine . Let us help you master your delivery and become an authority on social media. Take the next step toward a better marketing strategy and speak with one of our digital marketing strategists today !


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