A rising tide raises all ships. As the water rises, all the boats rise. This tide is your strongest channel, and the ships are the rest of your channels. Your main channel is pushing out premium content, which is the backbone of your business; if this content is not being distributed across all channels, you’re missing out on a huge opportunity. The best way to proceed is to make sure that your social media ecosystem is fully connected. On Instagram, it is as simple as linking accounts on the app’s settings, but have you linked your Twitter to your Facebook, for instance? Just because you link an Instagram to all your other individual accounts doesn’t mean that your ecosystem is fully connected. You must go to each individual platform and verify that each platform is connected to one another.
This might sound like a tedious process, but the time you put in is well worth the reward. When I was working with Nicole Gile (@nickygile) she had 1.3 million followers on Instagram, which was her strongest platform. I ventured onto her Youtube page and saw she had 4,000 subscribers. I then went to her Facebook page and saw she had 10,000 fans. These subscribers and fans were 14,000 potential people in her following who were being neglected. We did something as simple as linking her Instagram to her Facebook and within a couple weeks the engagement across her platforms doubled. She didn’t even have to create any new content; she simply connected her ecosystem in such a way that her content now updated across all her channels.
A friend-turned-client of mine gained his fame by using body tape (@blacktapeproject) artistically to cover models and influencers. His art has landed him a fantastic life filled with travel and adventure. He makes the majority of his money taping models and dancers all around venues worldwide. A side project in which I have been involved recently included helping drive sales for the product he markets to his followers: the metallic tape he uses. As art is his forte, his marketing skills weren’t the sharpest. After a simple audit, I found many holes in his ecosystem. For one, he kept asking me to run Facebook ads so that he could sell more of his product despite having a ton of messages dating in his inbox all the way back to 2013 of followers asking where they could buy his tape.
Why would I try to bring in more business inquiries, and why would he invest in such ads, if he wasn’t even properly handling the ones he was currently receiving? When we linked all his pages and set up his ecosystem, mostly coming from Facebook and Instagram, we showed him the application Pages. Pages is an application created by Facebook that lets you manage all of your Facebook profiles throw one portal. It allows you to answer your Facebook, Messenger, Instagram, and soon Whatsapp messages all in one place. Joel’s main page was composed of his body tape art, and he also had both an influencer content curation event page (@paradisechallenge) and a personal page (@kingoftape). All three of them had a massive amount of inquiries which could lead to more sales.
We combed through over 2,000 messages and finally responded to all of them. We then set up Pages and push notifications on his phone so he could promptly respond to incoming messages. . Now, whenever a follower asks where he/she can buy tape, an autoresponder we set up directs them to a website that allows them to do just that. This automation can be set up very simply using the Facebook chat bot feature.
When you have a healthy ecosystem and showcase that you are active across several platforms, you open yourself up to the opportunity to collaborate with new people. Some brands you collaborate with might have a small presence on Instagram yet a huge presence on Facebook. If you simply offer, as a bonus, to take over their Facebook page and do a livestream, you then expose yourself to a completely new audience. After doing such a livestream, you will then be able to direct these new fans received from the take over to your main channel.
Promoting across a healthy and varied ecosystem is an easy way to expand your brand and business value. An outreach technique that a lot of companies are using right now is messaging influencers for a business inquiry through a platform other than their main channel. For instance, if an influencer’s largest following belongs to his/her instagram, a company looking to work with that influencer might message them through Facebook or perhaps Twitter.. Businesses do this because, if they try to reach an influencer with a million followers on Instagram through that platform, their message will get lost in the sea of messages from fans and other businesses. When a business instead reaches out to an influencer on one of his/her lesser known channels, that business is then only competing with the, for instance, 1,000 people that follow said platform—for instance, Twitter. .
A lot of influencers I know operate with a business page, mainly to have access to their analytics. I’ve been asked several times if switching to a business page helps an influencer’s organic reach. Keep in mind that these are social media platforms, so the platforms need to promote social content in order to align with the platform’s purpose. It is really difficult to socialize with a business page, but this socializing is what ultimately the user’s of these platforms want.
So, what if I switch to a business page, test it out for a couple of days and then switch back?, you might want to ask. Well, now you have officially told the platform that you are a business, so you might end up hurting yourself. Usually when you make this switch, switching back will only hurt you. It is better to stay consistent. Now, if you’re a business, why wouldn’t you boost a post to get more exposure for your content? Well, since these platforms’ are just businesses and a businesses’ main goal is to make money, what they do is boost a post for which you pay a small amount in hopes of getting you to pay once more. If, however, you don’t pay again, your page’s organic reach will get hurt. Quite the pickle we’re put in here.
The solution? Now that you have an ecosystem, boost the channels that aren’t your main. When you use a collaboration for this express purpose, you can even get the brand to pay for the boost for you. Remember you provide a certain value that these brands don’t have which is why you’re having this conversation in the first place. Your value proposition lies in these three things:
- Content Curation
- Brand Awareness
These are the three main things that any brand will want from your collaboration with them. If they want followers, that falls in brand awareness. If they only want content, that is part of content curation. If they want to make money, this falls into conversions. Understand your value, present it accordingly, and maximize it by utilizing your healthy ecosystem.