Nobody gets big overnight! Anyone with any experience with social media knows exactly what a new account looks like. Seemingly lifeless content and lackluster posts seem to define these types of accounts with no cohesive vision that joins them. In short, the poster is not an authority on anything…yet. So how does one become a subject authority? Well, I’ll give you a big clue: it takes time!
If you want anyone to take you seriously on any subject, you need to address it consistently. If your niche is animals, consistently share animal interest stories. If you happen to enjoy writing about and sharing content about crocheted clothing, same thing! Whatever your niche is, it’s guaranteed that there are others out there who share your interests and who you can build lasting relationships with. And in the end, that’s what will get your content shared.
So…how does the average person become a subject authority? Read on!
Think Like a Marketing Executive
Regardless if you’ve had formal training or not, there are a few key qualities that need to be put into play if you plan on being successful in your venture. For example, before even starting this venture, a potential market should have been identified along with an effective sharing strategy. Some have cited that following the 30/60/10 rule is the most effective, with 30% of your shared content being your own, 60% content curated from other sites, and 10% promotional “calls to action”.
Instead of solely inundating your followers with your own content and never sharing theirs, strive to share other people’s content approximately 2x more than your own, and keep your promotional tweets relatively few and far between! A good rule of thumb to follow here is that “in order to get love, you have to give love”.
Also, it pays to know when peak times occur on social media. A savvy sharer would want to know when their posts are most likely to be shared. There are various theories and approaches, but a good rule of thumb is that Facebook tends to get more shares during the weekend and Twitter gets more shares Monday thru Thursday. Further, attaching an attractive and relevant picture to each post tends to see an average of 45% increase in engagement. And don’t forget the hashtags!
And don’t stick with just one platform! To reach the largest amount of viewers, you’ll need to have, at the minimum, Twitter and Facebook accounts. Newer networks, such as Snapchat and Vine, have also arisen due to the increasing interest in content creation. As your authority grows, learn to embrace these new networks and how to utilize them effectively, as they can only help!
Stick to Your Niche
Now that you’re connecting with relevant users who share your interests, it’s time to face the fact that your social media accounts may not be the place for random posts that aren’t related to your niche. If you’re interested in becoming an authority figure for your niche, you need to identify it beforehand and stick with it consistently. Your followers can handle the occasional random post, but if you spent all of last year talking about pet healthcare and then change your focus to microbreweries, you’ll lose authority with your former pet-centric followers.
Could you imagine if a company like Budweiser stopped making beer and decided to sell Beanie Babies instead?
Bottom line, if you started your campaign discussing the indie video game scene, don’t share out pictures of cute animals over an extended period of time. People like to view content that interests them, and if they followed your account based on a certain premise, sharing out unrelated content is a guaranteed way to get them to unfollow you.
Engage Authority Figures in Your Niche
Imagine this: if you ran a recipe blog, how awesome would it be if Martha Stewart contributed her own article to it? Due to her public image as a home and kitchen guru, her name on an article on your blog would certainly bring traffic, as she would then share it out to her own followers, who number in the millions! You, as the blog owner, get the added benefit of a boost in your own authority as a food blogger.
One example is a recent video interview with Greg Johnson, creator of the popular Toejam & Earl video game series. The hosts of the interview shared it across their social media profiles, and Greg responded in kind by sharing the link to his own followers. Thus, the host’s video game-centric website can enjoy a significant boost in video game authority, search ranking and as a result, traffic! Even if you think that you’re simply a “small fry”, it doesn’t hurt to ask. You literally have nothing to lose!
How do you remain an authority in your niche? I’m totally curious!