Social media marketing is a vital part of your online presence. Many brands throw up a page on social media and start making posts, hoping to gain new traffic from the endeavor. However, if you want to ramp up your digital presence, focusing on each channel and making sure the user experience (UX) is the best possible is worth a second look.
Around 3.5 billion people go online, and more than 2.3 billion subscribe to Facebook. The platform stands out as a giant among social media sites, towering over competitors like Twitter and Tumblr. Design adjustments should start with the channel that brings you the most traffic. You can then expand to your other social media profiles.
When it comes to reaching your target audience, there are some UX design features you can easily implement, no matter where your online presence takes you. Here are nine ideas for improving the usability and aesthetics of your pages.
1. Focus on Aesthetics
Studies show good UX design increases conversions by about 400%, so a user-centered approach makes sense for growing your audience. People pay attention to the look of a website since it’s the first impression they have of your business. Make sure you have a beautiful banner and profile image that reflects who you are. Step back from the computer, and see how it all looks from a distance. If anything is fuzzy or clashes, fix it.
2. Present a Consistent Image
Your brand image, including your name, symbol, tagline and design, is how others interpret your presence. Maintaining consistency across different mediums helps show you are reliable. Your website and your social media accounts should be recognizable as coming from the same company. Use the same logo and colors. Develop a brand style guide so that you don’t forget preferences for things such as types of images or tone.
Garden Tower Project presents a consistent brand image between their website and Facebook page. Notice they use the same images and colors on both sites. There is a clear structure to the photos they choose to highlight their products, and people know what to expect wherever where they interact with the brand.
3. Grab Their Interest
You have between zero and eight seconds to grab a visitor’s interest and make them want to follow your brand page. Think about the problem that drives them to seek out your company. If you sell baby products, perhaps it’s fear for their child’s safety. Once you understand the reasons people look for you, it’s much easier to use emotion to grab the user and show them how you can solve their issue.
4. Know Your Values
People have an innate desire to connect with others on an emotional level — even online. If you don’t already have a mission statement, think through what your company’s core values are and how they relate to your target audience. Highlight those values on your social media channels, and people will respond. Every brand has a different reason for doing what they do, so what works for a competitor may not work for you. Be authentic above all else.
Swell has a clear value of ridding the world of plastic bottles and reducing waste. You see this ethic reflected in the types of posts they put up on the Swell Instagram account as well as on their website. They share their founder’s story about why she started the company with videos and articles. Everything they do points to their core values as a brand, and people react by liking and commenting on posts.
5. Know Your Audience
One study uncovered that the share of U.S. adults using Facebook remains similar to 2018 models. The trend is good news for companies because, instead of a constantly changing demographic, followers remain similar. You can dig in, survey the people who are already fans of your page and produce personalized content aimed directly at them as individuals.
6. Stay on Message
It’s easy to get lost on social media. People love cute memes and funny posts. The temptation might strike to share a photo of your new niece or nephew. However, brands that build ideal UX for their customers tend to stay tightly on message. That doesn’t mean you can’t have fun — just make sure it ties into your overall communication strategy.
Sonos has a clear message of providing a better way to listen to music, audiobooks or you name it. They are all about why their speakers are the best. This message carries over to the Sonos Facebook page as they share tips for getting the most from their excellent sound quality.
7. Address Complaints
Your customer service doesn’t stop when someone orders from your website. It must encompass every touchpoint with a client or potential lead. If someone posts about your brand on social media, have a team that thanks them or alleviates their concerns. Respond to negative reviews immediately to show that person and others that you care about your brand reputation and creating a positive customer experience (CX).
8. Engage Followers
Social media is the perfect opportunity to start a conversation you might not otherwise have had. Whenever someone comments on one of your posts, like their response or ask them a question. If a follower shares something from your page, go ahead and thank them for their efforts. Let them know there isn’t just a bot running your social media, but real people who care about those they’re reaching.
9. Test Your Social Channels
View your social media pages outside of the administrative account. The page may look quite different than the way it does from the dashboard. Pull it up on a smartphone and a desktop device. Pull up a side-by-side of your website and see if the two pages resemble one another — enough to tell they’re from the same brand. Ask for feedback on what people like and don’t like and adjust as makes sense for your business.
Social Media Creates Good UX
The user experience ties into how you interact with your audience. Social media is a natural forum for strong UX principles. Pay attention to the elements that relate to your website and the factors that make the visit a good one for consumers. With a little practice, your online presence will be strong enough to build name recognition and drive new customers your way.
Lexie is a UX designer and digital nomad. If she’s not traveling to various parts of the country, you can find her at the local flea markets or hiking with her goldendoodle. Check out her design blog, Design Roast, and connect with her on Twitter @lexieludesigner.