• The Power of Social Media for the Pro-Manufacturing Message

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    Social media is a powerful tool that continues to grow in terms of the number of people engaging with it. The term is used broadly to include a variety of platforms, including Facebook, Twitter, Instagram, YouTube and many others.

    For the purpose of this article, we will outline some of the basics of social media and things that Tri-State Manufacturers’ Association, its members, and Dream It. Do It. Minnesota might do to harness a little bit of the power of this amazing modern marketing tool.

    Social Media is Integrated into Our Daily Lives
    • Digital consumers spend nearly 2.5 hours on social networks and social messaging every day
    • 69% of U.S. adults use at least one social media site
    • The average American Internet user has 7.1 social media accounts
    • 88% of American 18- to 29-year-olds use social media
    • 51% of 18- to 24-year-olds say social media would be hard to give up.
    Going Viral
    You’ve heard this phrase—going viral—but what does it actually mean? When something goes viral, it is shared over and over again. Remember, every social media user has their own network of 300 plus people. If a person shares content on their social media account, they are sharing it with a network of people. Within that network, others may share to their page. Each of these individuals has their own network of people. With each share, the reach grows exponentially.

    A post that has gone viral is engaging enough that people want to share it to their own page. Something about the content is exciting, amusing, inspiring, or interesting enough that others want to share it. Creating that kind of content is critical if you want to go viral. Measuring the effectiveness of social media content is often described as “organic reach.” Organic reach is the number of engagements, views, likes, and shares, that content gets without paying for it. Shares are the single most important goal of any social media marketing effort.

    Social Media Platforms are Businesses
    Social media platforms have really changed over the last few years. It used to be easier to get organic reach, but almost all social media channels have learned how to monetize their platforms. In other words, social media platforms are businesses who sell advertising. You can achieve some reach without paying for it, but if you boost your content’s reach through some paid advertising, your reach will go much, much farther.

    Understanding Hashtags ####
    We’ve all seen them # —hashtags everywhere—but what is the purpose? Hashtags are a way to add meta information on almost all social media channels. Twitter, Facebook, Instagram, and Pinterest all use hashtags to let you describe the topic of your content or mark it as part of current trends. They make your content easy for users to discover, and therefore, more likely that they’ll share it. The more shares, the more people love your content. It’s the best form of engagement that people can have with your content, your brand, and your message.

    Action Items
    So how can Tri-State Manufacturers’ Association members use social media platforms more effectively? Sharing posts is the number one way to increase the reach of TSMA and Dream It. Do It. Minnesota content. Specifically, with Dream It. Do It. Minnesota, we are trying to reach youth and influencers. We can only do so much by simply posting content. With the help of TSMA members who will share that content, our reach is exponentially greater!

    We are currently working on a high-impact video featuring our Manufacturing Career Dream Team members. These fresh young faces, speaking about why they love working in manufacturing, will be a powerful tool—if, and only if, we can get it in front of the people who need to hear and see it. We anticipate rolling out the video in early August. Meantime, hop on board all of TSMA’s social media channels and start sharing content. It’s a great way to augment our voice in the region and beyond.
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