When your company begins a content marketing strategy you will need to utilize social media as one outlet for distributing your content. The trick to maximizing the effectiveness of your social media is to walk that fine line between sharing and spamming.
So how do you make sure you stay on the right side of this fine line? Here’s a guide to doing just that.
Make sure the content you’re sharing has value to your followers. People don’t view content that they value as spam. So what kind of content will your followers think has value?
Of course value for your followers will vary based on what industry you’re in. If you’re a CPA value might be content about financial recordkeeping. If you’re a photographer value might be content about how to use makeup to get the best headshot. If you’re a restaurateur, value could be awesome pictures of your most delicious meals.
Once you start posting you’ll be able to see if you’re hitting the mark by how much your fans interact with your posts. Are they liking and sharing your content? If you ar
en’t getting engagement you’ll have to rethink your content strategy.
Don’t overload your followers’ newsfeeds. Even if you have hugely valuable content if you overload your followers you will turn them off and they’ll turn you off.
Users of different social media channels have different post tolerances. Here’s a quick guide to how often you should post on each channel.
Twitter – Twitter is the most post tolerant channel. You can pretty much get away with hourly posts to twitter if you have the content.
Facebook – Facebook is a channel where spamming will be noticed very easily by your followers. We recommend that you keep the Facebook posts limited to twice a day maximum.
Google+ – Google+ is similar to Facebook in terms of the volume of posts that users will tolerate. Stick to two posts per day on G+.
LinkedIn – Since LinkedIn is a business social channel over posting can really be viewed as spamming. Stick to one a day and skip the weekends.
Engage and interact with your followers. Don’t forget the “social” in social media. Your followers are much less likely to view your posts as spam if they feel you are really there to help them and interact with them as opposed to robotically pushing out posts.
You can ask simple questions of your users. Like “Who are you rooting for in the World Cup championship match?” Keep it simple and fun. Or post a picture with five cupcakes all different flavors and ask which is your favorite?
Always respond in a timely manner when someone takes the effort to ask you a question or express a thought about your business. If you do, you’ll have a customer for life because they will feel like there is a real personal connection between them and you.
Try different tactics and see which ones work best for you.
Make sure you have a good mix of personality posts. You should always make sure that your personality comes through in your posts. But not all your posts should be links back to articles on your website.
You can and should post about local events or happenings. You can even include some pet posts. People love a good puppy or kitten video.
Behind the scenes posts can also be interesting. Or if your company is involved with any local charity work you can post about that work. It helps promote the charity and paints your company in a positive light.
Keep to a regular posting schedule. If you are posting five times a week, then all of a sudden you have no posts for a month, you will lose social media traction. Your followers look forward to regular high value posts. So don’t disappoint them.
The other thing to keep in mind is that the social media channels have a algorithms that evaluate your posts and show them to more or less of your followers based on engagement. So it’s really important to get your followers to engage with your posts or they will see them less and less.
It all boils down to planning out quality content and interacting with your followers. So build a strategy, plan it out, execute it and analyze the results. That’s the path to social media success.