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In this episode of the Social Media for Small Business podcast, Suzi Dafnis interviews world-renowned social media veteran Laurel Papworth. Laurel has been active in the online environment for over 20 years, and has been recognised by Forbes and Marketing magazine for her insights on social media advertising.
Rather than focus on the reach of content – the number of non-subscribers who see a post’s content from a friend’s likes or comments on it – Laurel emphasises engagement as key to effective social media marketing. In this interview, Laurel gives advice to small business owners on how to manage social media platforms – especially Facebook – to build community and keep subscribers engaged.
Listen to hear more about:
- Timing of social media posts
- Scheduling and evaluation tools to make social media posting manageable
- Viral spiked events and tips on using them effectively
- Big data and how to use it effectively
- Facebook algorithms – and how subscriber engagement (or disengagement) is a crucial part of them
- How to use social media monitoring channels to find relevant content
- Programming day-of-the-week posts (TBT, Friday weekend posts, etc.)
- The importance of conversation diaries in maintaining engagement
- Psychographic audience targeting
