Consistency, Commitment and Engagement
These are the three holy grails of social.
Above all, you have to be committed to the upkeep of your social channels and consistent in posting. Committed to consistency, in other words.
That means consistent posts – once a day, once a week, every other day, or whatever works for you. It also means on-brand content. No matter how funny, adorable, or entertaining you think something is, do not post it unless it is in-line with your brand image. When in doubt, take the no post route.
The point of social is to connect with customers and potential customers and that includes engaging with them. You must be where your customers are, but you don’t have to be where they aren’t.
Many businesses become “profile happy” and create accounts on every social media platform out there, creating a ton of extra work for those charged with managing the brand’s social presence.
It is better to choose one or two platforms you can really dedicate yourself to and interact with your followers, than to be everywhere and skimping on quality content and engagement.
Engaging content doesn’t happen on the fly, that’s why creating a content calendar is an absolute must! Scheduling makes it easier to organize content and repurpose it for each platform.
It’s no coincidence that brands with amazing social feeds organize and schedule their way to the top. Many of them plan out their posts up to a month in advance.
While you can create your own calendar of posts and log in to each platform to upload them at the times you want, using a social media scheduling tool can be a huge time saver. A quick Google search will give you plenty to choose from. These tools allow you to upload photos, videos, and text and choose a date and time for the system to post for you.
Use built-in analytics tools like Facebook and Instagram Insights to figure out when most of your followers are online. This will allow you to accurately time your posts and maximize organic reach.
Pick one day each week to plan out, write, and upload written and visual content onto your scheduling platform for the next week.
While it takes some time at the front end, it’s way less stressful knowing that you won’t have to scramble last minute since everything is scheduled and will post while you’re out running things.
Current and Discoverable
Social media is the go-to source for many people to keep up with current events and what’s popular at any given moment.
Keep up with trending cultural events and create posts that join in on the wider conversation. For example, if it’s National Coffee Day, create a post around the buzz and use the trending hashtag. Other ideas include major sporting events, long awaited show premieres, and of course all holidays, big or small. This is a chance to show off your brand’s personality and connect with likeminded followers.
Hashtags have kind of become synonymous with social media, haven’t they? Peanut butter and jelly, Instagram and hashtags. Some things just go together.
Hashtags help keep the millions of daily posts that go out on social platforms in some sort of order. And of course, they are an important tool for your business. Good hashtags help make your posts discoverable by users who are more likely to interact with your brand.
Be specific! By using generic hashtags like “business” or “beauty” your post will be lost in a sea of millions of posts. You are better off using a specific hashtag to reach a more targeted audience that will be interested in your particular post.
Aim to find niche hashtags that have 100,000 or less posts associated with them. And the smaller, the better, but not too small.
How do you find these specific hashtags? Research what your audience, competitors, industry leaders, and influencers in your specific field are using. This is the community you’ll be engaging with so starting where they’re at is a no-brainer.