Updated: Aug 27, 2019
Discussion floods my feed about using and managing social media accounts to drive business. Folks, if you are on all the big platforms, managing your social media accounts is a full time job...if you are doing it right. If you are a small business and it doesn’t feel overwhelming, you may want to check what you are doing. There are only 24 hours in a day and we have to sleep for at least a few of them. Make your time investment productive by learning about these tools.
Let’s examine what is working best on various platforms.
LinkedIn: Post daily. Don’t flood your feed with posts and funny videos hoping to get people interested. LinkedIn doesn’t work that way. LinkedIn works on algorithms. Your feed will be filled with content that you are most likely to find relevant and that you are more likely to engage with, based on history. There are MANY other things you can do to get noticed on LinkedIn. So many, in fact, that I wrote a 16 page guide on how to make an impact on this platform.
Facebook-Post a maximum of 2 times per day and a minimum of 3 times per week. Use Facebook insights and trial/error time of day to see what is working for your audience.
Twitter-For me, this is the toughest platform and one that I, admittedly, do not utilize to capacity. Most research suggests to post between 30-100 x’s per day to remain relevant. Sources vary on recommendations, but this is a commonly stated range.
Instagram-1-3 times per day
You can find in depth information about algorithms from a gazillion sources online, however there are four key things you MUST do to maximize your social media presence.
More is not better. Pay attention to algorithm updates. Platforms change their algorithms occasionally. If you are using a platform to engage with clients, prospects and/or your community, know how they work. Too many posts and people will not see your content.
Quality over quantity. We’ve already established that posting too often or too infrequently is not beneficial. In addition, posting something just to post something is also not going to work in your favor. I saw a small business owner I know post a picture of a cat and its baby on LinkedIn. First of all, this is a networking platform and this picture had no relevance. Second, he even wrote on his post, “Nothing much to say today, so I’m sharing a cute photo”. It was cringeworthy! (And yes, you better believe I sent him a DM!) Many platforms will rank your posts based on engagements, response from your followers and relevance. Take heed before you post. Ensure that your content is something that your followers or connections will be interested in commenting, liking and engaging.
Timing. Everyone has their own beliefs about WHEN to post on different mediums. The reality is that you need to know your target market, who your followers are and what their lifestyle is like. If you are targeting educators, for example, they probably aren’t scrolling through Facebook at 10 am. Hit them with content before or after school. Know when your people are most likely to be online. When you post, check analytics and track data to see which posts get the most engagement and determine the type of post, time of day and target audience.
Engage. This is the gold nugget. What do all of these platforms want? Think about it. They want people to use their platform. When they have a high number of active and engaged users, advertisers want to pay to sponsor their ads, people want to upgrade memberships, etc. The money is in engagement. That also means that when someone comments or likes, you respond. So, 400 comments? Yep, 400 responses. Skipping this part is social media suicide. Creating posts that encourage likes, shares and comments is THE best way for you to grow your presence.
If you are like many companies, by the time you've gotten here, you are overwhelmed and ready to toss in the towel. You may even be ready to give up and continue doing things the way you always have been. DON'T! These strategies are important. There are things you can do to manage your business and continue to grow with social media.
Hire an in-house person to handle your social media.
Outsource this work to a marketing, copywriting or social media expert.
Hire an assistant.
Set a schedule throughout the day to ensure you are posting.
Use a social media scheduler and create all of your posts on one day for the rest of the week.
When using social media to market your business, it’s important to know what you are doing or all of your work will be for naught. Stay current with trends and seek help when needed.
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To your success!