We all know about the importance of creating good content but the next question is: how often should we share it with our audience? Consistency is the key to success but there is a thin line between being present on social media and being too present too often. The risk is that you annoy your users and they will mute your notifications or drop you altogether. The best way to build up an online presence is by avoiding random posting and developing a content plan that includes a social media strategy.
In this blog we will cover advice on how to make the most of social media, how to create a content plan and which tools to use to program social media posting.
- Know your socials. Not all socials are the same: Twitter users expect frequent, short posts and even if you can afford to indulge on quantity here, you still need to entice them into stopping their quick scroll and reading your content, so you have to plan ahead and come up with an effective message. Instagram followers love the power of images and most of them belong to a younger share of the public. Facebook is still very powerful but crowded with adverts, whereas most people use it to stay connected with family and friends. Put yourself in the user’s shoes: what kind of interests does a Facebook user have compared to a Pinterest one? What is the threshold beyond which a marketing strategy starts to feel spammy to that target? You should not apply the same strategy to all social media -as tempting as this might sound in terms of time- but target your ads to best fit in with the atmosphere of each one.
- Schedule your posts at the right time. Timing is everything, especially because it means that someone will actually read your posts, – and hopefully a large number of users. There is so much research on the best times to post for each social media, and most sources agree on the following guidelines:
- Facebook: 1 pm to 4 pm
- Twitter: 1 pm to 3 pm
- LinkedIn: 8 am and 5pm
- Pinterest: 3 pm and 8 pm to 10 pm
- Instagram: 1 pm and 8 pm.
However, it also depends on the kind of industry you work for. Posts on financial subjects might attract more a larger audience on weekdays and at office times, whereas entertainment is a topic people turn to mostly at the weekend or during their lunch breaks. So, do some research yourself related to your field.
- Create a content plan. This will be the backbone of your social media strategy and it starts by setting clear goals first.
- Goals set-up. These can be whatever is relevant to your business and social media prospects: increasing followers, improving SEO to gain more traffic, increase sales etc.
- Make goals measurable. Once you have established what your objectives are, turn them into S.M.A.R.T. (specific, measurable, achievable, relevant, and time-bound) targets. You can also call them KPI (Key Performance Indicator); the important thing is that a generic goal becomes something quantifiable over a certain period of time. Eg, if your goal is to increase your Twitter followers, you should then switch from words to numbers and dates: increase Twitter followers by 30% by February 2021.
- Project types of content. Here you should decide on what kind of content you want to create and predict – at this stage- which one will work better on your platforms. Website, blog, posts on social media, videos, podcasts, webinars etc. Aim at creating a regular content flow which you will use to populate your platforms. Consistency will help your brand, and it starts from content creation, so plan 1-2 articles every week if you’re using a blog or 1 video every fortnight/month.
- Analyse results. You have a wonderful tool which will do the magic: Google Analytics. Here you can find out about your website’s performance and get feedback information on what kind of users visit your content, (so that you can build up an ideal customer identity and target your campaigns around it), which type of content is more attractive to your audience (eg. Which blog articles people have read the most) and which social media get more traffic to your website. Most social media also have integrated analytics tools you can use to do the same research.
- Use a social media scheduler. Rather than logging every day in all your social media to post at the right time for each of them, do the job once or twice a week using a scheduler. There are many types available, such as Uberall or Hootsuite. You can link your channels to the scheduler and plan posts to go out in specific days and at specific times. This way you won’t get overwhelmed with social media commitments every day and you can focus on other areas of your business. Social media automation plans can simplify your life and are definitely one of the basic tools for social media strategists, so make sure to select the one you feel more comfortable with.
If you liked the article and feel you need support with digital marketing, you can always ask us. At SoDigify we specialise in innovative digital marketing solutions. Get in touch, all you need to do is drop us an email.