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[IPS News] New: Promoting Content

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There are many strategies for growing your community, such as newsletters, mailing lists and advertising on other sites.

IPS Community Suite 4.2 puts a new tool at your disposal: promotions.

There’s no denying the popularity of social media. Worldwide, Facebook has 1.86 billion users active monthly. Every day, millions of people are using Facebook to speak with friends, to talk about their interests and to find new people to connect with.

Of that 1.86 billion people, a good portion of those are actively discussing topics your forum covers. There is a huge opportunity to tap into social media to join in the discussion and to promote your community and provide a venue to carry on the discussion.

For a while, we’ve had social media log in extensions, which means that your users can sign into your community simply by clicking a relevant button. We’ve also had the ability to share things to a personal Facebook account. These tools are great for your users, but how do they help you, forum owner?

IPS Community Suite 4.2 introduces a way to promote your content directly to your brand’s Facebook page and your brand’s Twitter account.

You can curate fun and engaging topics and share them. The workflow is simple. Simply browse your community and queue up interesting topics, comments, gallery items, blog posts or database articles for posting throughout the day to your brand’s social media accounts. You choose the schedule, the hashtags and the wording to send.

Let’s look at the feature set in more detail.

Your first stop is to set up the feature from the admin panel. The system will guide you through the necessary steps of connecting your Facebook and Twitter accounts. Once Facebook has been set up, you can select any page that you are an administrator of on Facebook.

 

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The admin panel also offers scheduling options and permissions.

 

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You can pre-set the times for when content will be posted. Facebook and Twitter both have analytic tools to determine when your visitors are most frequently online. A good tip here is to set the time to a slightly odd number, so 11:45am is better than 12:00pm as you are likely to catch the attention of someone waiting for lunch, or a lunchtime meeting.

 

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You have full control over who can promote items to your social media accounts. You can specify by group or pick individual members who may not be in those groups.

Now that you’ve set up the backend, we can get promoting.

Each item, that is a topic, gallery album, blog entry or article has its own Promote button.

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Each post and comment can also be shared individually, which is an easy way to share great content your visitors add to existing conversations.

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Clicking this brings up the sharer.

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This is where you can customize the text that is sent out to each social media channel. You’ll also notice space to promote this item within your own community in addition (or instead of) Facebook or Twitter, we will explore that shortly.

The sharer is smart enough to pull attachments already added in the post, and you can upload your own images to be sent. Generally, shared items that have an image get better organic reach than just text alone so you’ll almost always want to choose or add an image. Twitter can use up to 4 images, and Facebook allows 1000 pictures per album, but you’ll never want to upload that many!

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Once you’ve filled out your content and picked your images, you can schedule the promotion. Generally, you’ll want to use the auto schedule option as this allows you to just stack up multiple items and let the auto scheduler post the items according to your pre-set schedule. You can also set a specific date and time if you are looking to run a promotion or other time sensitive event.

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The promoted content viewed in Facebook and Twitter

It’s easy to see the status of your queued and sent items from the moderator view.

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This area allows you to see previous promotions and modify pending promotions.

Earlier, we mentioned that the system has the ability to promote content internally. Promoting items to your own community lets you, the community manager, curate interesting items and comments and present this to your community. This is a great way to allow your visitors to explore content you think they’d enjoy.

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Promoting content to your community via Our Picks also allow you to promote content if you cannot or choose not to use social networks. It has the advantage that social networks do not have over a community platform like IPS Community Suite: consistency. The content on your community is always there whereas a social network is all about right here right now. Miss it and you miss out. On your community you can engage and re-engage a subject all you want. 

Of course, we’ve built a widget that you can drag and drop to most pages to make this curated list more visible.

IPS Community Suite 4.2 gives you, the site owner and community manager the tools you need to reach out and engage new users already discussing the topics on social media your community covers. With single click sign in and the built in retention functionality the suite offers, you’ll have a powerful way of growing your user base. It furthers that goal by created a list of that promoted content for continual reference and promotion for visitors already on your site.

We’ve got lots more to discuss on this subject, and in the coming months we’ll be putting together some guides on social media best practices and how to leverage Facebook’s excellent post promotion / pay per click tools to further boost your site’s visibility to social media users.

We’re here to help you make a success of your community and to give social media users a venue for when they outgrow Facebook.

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