Social media can be a tricky tool especially if you've never examined how your business is using it. Even if you've taken this step to plan your social media marketing efforts, doing a quarterly review/social media audit will ensure you're getting the most out of social media. This planning will make it easier to scale your social media marketing efforts through Facebook Advertising (for example) if you've decided to take things a step further.
Before going in for the kill with Facebook Ads or other social media advertising, you want to ensure that you don't overwhelm the followers, who are also customers, that see your business’ posts.
Here are some questions and guidelines to combat any social media tactics that may overwhelm you or your followers.
#1 Who are you posting for?
Remember your audience when using social media. Different people use different social media platforms, though this is not necessarily a steadfast rule; however, you should be considering your audience when making a post. Just because you enjoy a hashtag that is trending that does not mean that your audience will understand it.
Some users may prefer longer, lengthier word-based content on Facebook, but others might enjoy the brief updates from Twitter. Knowing basic data about who your followers are and knowing the trends that are associated with this basic data can really help you direct your social media in the most productive way.
#2 What are you posting?
Every post on any social media account should have a purpose, whether that is showcasing a new product or sharing a new accomplishment. If you are a family-based business, some companies have enjoyed sharing information about their employees, which may remind customers why they enjoy that business. Since part of what I do for business is social media training (which requires me to travel), I post photos and even do Facebook lives during some of my trips. This helps my audience keep track of where I am, build that personal touch relationship factor, and keeps me top of mind to them as a social media trainer and speaker.
Fun with a purpose:
#3 Why are you posting it?
Before you post, ask yourself if it is relevant or if it can wait? Much of the social media overwhelming factor can be brought about because of meaningless or poorly planned posting, and much of it can be eliminated by putting serious thought into your next post.
#4 Where are you posting?
Each of your posts should be tailored for the type of platform you are using. Twitter is designed for quick, brief updates, meaning that you could tweet multiple times a day, even up into the double digits.
Facebook is made for longer posts and could be a great place to share a positive customer review or a lengthier update about any exciting changes to your business. Instagram is highly visual and not the easiest app to read a long caption on. A great photo and a brief caption can really attract a reader’s attention.
#5 When are you supposed to post?
One of the cool aspects of marketing on social media is the ability to measure and track your content's performance. Each social media platform offers analytics tracking to show everything from post reach, engagement, clicks, time of the day when your audience is online, and more!
#6 How are you supposed to be doing it?
If you are posting all of your updates on one day, you may be inundating your audience and potentially yourself. To avoid this, schedule your posts in advance. Automating social media will reduce overwhelm allowing you to spend a set amount of time structuring your posts. It's easiest to do this once every week or so; that way, your posts can stay relevant and up-to-date. An important component of automating your social media is knowing what time of day to post and spreading your posts throughout the day. Check your analytics for best times of the day and week to post.
Social media overwhelm can be hard to combat if your business continues to think that more is better. That isn’t to say that less is more, but it is important for the success of your business’ social media presence to evaluate when you are posting, how you are posting, where you are posting, what you are posting, why you are posting, and to whom you are posting.
Do you have a social media marketing plan that gives you optimal results for your business? If not, where do you find you are not getting the most out of your social media marketing efforts?
P.S. – If you're not sure where to start with planning your social media marketing, let's schedule a conversation to discuss your goals and plan your marketing. Click here to set up a consultation call >> https://www.cafeandlaptop.com/social-media-consulting