Over the last few posts we've taken you through Steps 1, 2 and 3 of how to create a Social Media Strategy for your business. So far we've covered:
The next step involves learning how to use social platforms to their best advantage, understanding the different types of posts you can create for each platform and distributing the right mix of posts to keep your audience engaged.
This blog is all about Step 4. How To Create For Your Audience and will touch on each of the points above.
How to use social platforms to their best advantage?
Each platform is unique and requires a unique approach. What works on Facebook won't necessarily work on LinkedIn. Stories told through pictures or video on Instagram won't resonate the same way on LinkedIn - one is a more artistic, creative site and the other is a very business orientated platform.
It's important to understand the characteristics of each platform and create content that suits.
We use the following analogy to help explain them:
Twitter is an all day networking event
Facebook is like a family reunion
Instagram is Fashion Week
YouTube is show and tell
LinkedIn is like being at a conference
What type of posts can you create?
To make it easy to create your ongoing social media content and to ensure you're offering a variety of content to your audience, we recommend you create different types of posts each week. Let me explain to you a few of the different types of posts you can create to help you deliver content in different ways: a short post, a share post and an image post.
A short post is as the name suggests a message that includes a short, sharp text, and uses a great image or video, it's designed to give you audience some insights into a topic of interest.
A share post is where you take someone else's content and post it from your business. Usually it's from someone who's an authority or is well known in your industry. You should write your own introduction and copy the link of the published content. It help set you up to be an authority to your target audience, and a great way for you to build trust.
An image post is all about the image. It's what your audience is drawn to, with just a short introduction of what the image is about or relates to, where you are, and who you're with.
What's the right mix of content to keep your audience engaged?
Building relationships with customers has never been a one-way thing. It’s should be no different on social media however one of the biggest mistakes businesses make with their social media is they only ever talk about themselves. All they ever do is sell, sell, sell. There needs to be a balance between posts of value to prospective customers and posts that simply provide updates on your product – you don’t want followers to be left feeling like they are being spammed
So it's important to get the right content mix and the best rule of thumb is the 70-20-10 approach.
70% of your activity should add value to your business and help brand recognition. This will be your original content. This is content that talks directly to your audience in your tone of voice. It’s where you get to be yourself and build the personality behind your brand. Be creative and resourceful and be relevant.
The 20% is where you share the love by sharing other people’s ideas. Your shares need to stay on point. They need to relate to your product and continue to support your brand. We share content on social media trends, changes to platforms, articles on goal setting – anything that is relates to social media strategy and small business.
So that leaves the last 10%. It’s only 10% of your content that should be Shameless “Sales” Promotions. 10% of your posts should be promotional in nature. Content about endorsements of your products or services, information on sales or upcoming events, special offers or competitions.
If you're struggling to create effective and sustainable social media activity on your social platforms. Let us help you. Click the link below to find out how we can help you and to get in touch with us.
Strategic Social Profiles
Creating Strategic Social Profiles
for busy professionals and small business
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Strategic Social Profiles write a regular blog and provide ongoing tips, e-books and how to guides to help corporate individuals, small and medium business owners take advantage of online engagement. "Brand YOU".
Who we are...
Annabel Sullivan and Susan Davis, Directors of Strategic Social Profiles write a regular blog for professionals and small business owners. We strive to share our experience and knowledge and assist our readers on how to Social It Yourself and reap the benefits from effective social media. They were awarded as one of the 100 Faces of Queensland Small Business.