Hook, You Got One?

Although Google+'s users may skew to the technology fan side, there are plenty of other communities thriving on Google's social media network. Find out how niche brands and media groups can also find their place on Google+.

When I was the Social Media Editor at SURFER Magazine, the most common question I received was, “How does a surf magazine have so many followers?” My initial reaction was always, “Why wouldn’t it?” But, to avoid sounding like the arrogant kid no one likes, I’d instead explain SURFER’s niche: beautiful photos, accompanied by the best surf writers in the world.

Since the beginning, SURFER has used their award-winning photography to hook users. This strategy has led them to nearly 200K followers since joining Google+ last summer.  Every social media editor or community manager must adjust their strategies, as well as their hooks, to fit their audience. Do you have an answer to, “How does your brand have so many followers?” Read these three suggestions and you will.

What's Your Message?

Before you can have a successful Google+ account, you need to clarify your voice and message. Are you the authoritative voice in your industry? If so, then the content and voice must feel this way in each post. Does your current social media coordinator represent your voice? A common mistake I see from brands and media organizations is posts that feel foreign from the content I’m used to reading. This mistake can be the difference between success and mediocrity. And I don’t know about you, but I like the being the best.

Know Your Competitors

Often the best tools you’ll have for success lie in your competitors’ social media campaigns. Read the user comments on their posts. Study what you think they’re doing right and what you think they’re doing wrong. Then take advantage of the areas you think they’re failing in. Don’t be afraid to reinvent the wheel in an area your competitor finds success. Get competitive; be the leader.

What's Your Niche and Hook?

After you’ve done your competitor research, meet with your content team and decide on your niche and hook. Are you going to use photos to drive engagement? Write witty captions? Take a utilitarian approach? Whatever it is, be consistent. Nothing is worse than inconsistent and sloppy social media accounts. Think of your page as being like a newspaper. You’re here to entertain, deliver today’s news, and answer user questions. Also, a good tool to spark engagement around your niche and hook is to create a hashtag. Use your brand’s name followed by the niche. Ex: #surferphotos. It’s easy to remember, creates branding for SURFER, and encourages users to share their own surfing photos.

Remember your followers already like you; otherwise they wouldn’t be following you. Keep this in mind for every new post, so you remain original and true to your voice. People want you and your content. Hook them, and soon you’ll be answering, “How does your brand have so many followers?”