What You Should Know Before Posting on Your Company's Social Media
Social media is a powerful tool for businesses, but it can also bea source of stress and anxiety. It's important to know how to use social mediaeffectively so you don't waste time managing your posts and avoid the pitfallsthat come with posting on social media.
Before you post on any social media channel, there are a few thingsthat you should know. First of all, make sure to always post on the company'ssocial media channels at least once per day. This will help increase brandawareness and generate more potential leads for your business. Secondly, if youwant to take it one step further and start generating more traffic (andsubsequently more revenue), then consider creating a social media postingcalendar using Dashboard180 or any other social media tool to ensure that everyposting is timely and relevant!
Social Media Posting Best Practices
Learn everything you can about your audience
If you know who your audience, you will be able to give themexactly what they want. So, start by identifying who you want to connect with.Is it millennials, single moms, or small business owners? Do your research andlearn everything you can about them. You can find out their age, where theylive, what they like to do in their spare time, and more.
Find out their challenges, what they want to see on social media,etc. This will help build a relationship with the people who are interested inbuying from you so that when it comes time for them to make a decision on whichcompany, they are going to do business with, there is no question of whether ornot they made the right choice- because chances are you already have built upenough trust between both parties by this point.
1. Choose the right networks to use
You can determine the right tool to use by looking at the differentsocial platform’s demographics. Also, it's very important to consideridentifying on which social media platform your audience is active. If you havea large audience on Facebook, for example, then it would make sense to postthere. However, if your company has a small following or the majority of itsusers are active on LinkedIn and Twitter only, then those should be used aswell.
Having a presence on all of these different networks might seemdaunting at first, but the more active and engaged your company is, the betterchance it has of attracting new people and growing your audience. Researching asocial platform's demographics should help you determine the networks to use.The types of things to look for include monthly active users, percentage ofpeople in your country using the platform, age brackets of those active on theplatform, and the kind of topics popular on this platform (Clarke, 2020).
It is also important to note which networks perform best forbusinesses like yours (If your audience is based in the US, then Facebook islikely your best option. If you're looking for a specific group of people,however (like travelers or vegetarians), consider using one of these socialmedia platforms instead:
2. Create a social media plan
Having a social media plan is very similar to having an editorialcalendar. It's important that you have a posting schedule so everyone knowswhat they need to be doing with regards to social media content and when thingsshould go live. This will help manage expectations from the beginning, whichcan resolve a lot of issues that might come up later on.
To create a social media posting schedule, you will need to startby creating categories for your different types of posts. These could include:
- Product/service updates
- General news about the company or industry trends that arerelevant to your audience
Once these have been identified and organized into their owncategories, you can start to determine how often each category should be postedon social media. This is where things get tricky because it's not really blackand white- every company has a different audience so the posting frequency willvary depending on what types of posts your business wants to share with itsfollowers.
If you want to take the more casual route and just share content asit comes to you, then posting several times a week might be enough. If yourcompany is looking for more engagement from its followers or wants people totake action after they've seen the post (like buying something), then you willwant to try and get posts out there at least twice a day.
3. Conduct a competitor analysis
One of the most important things that you can do before posting onsocial media is to conduct a competitor analysis.
This will help you gain some insight into what your competitors aredoing, which posts perform best for them and why, etc. By understanding howthey're using social media as part of their marketing strategy, it will allowyou to have a better idea of what your audience might be interested in as well.
This will give you an advantage over some companies who don't takethe time to understand their competitors at all and just go on social mediawithout any sort of strategy or purpose, which can lead to less engagement fromfollowers and ultimately hurt business growth.
The competitor analysis should start by looking at yourcompetitor's social media posts. This can be done by using a tool likeDashboard180, which allows you to see what types of content are the mostpopular or best posts for you and your competitors. All you have to do is addthe username of one of your top competitors into the Dashboard180.
4. Establish your social media voice and tone
It's important to establish your social media voice and tone beforeyou start posting, because this can help guide all of the messaging that goesout through your business' social media accounts.
Your post should be in line with what people would expect when theyfollow or engage with companies like yours on social media- if it doesn't fittheir expectations, it might not get the engagement you want. According toHootsuite (), Every time you talk, write, design, post, respond, launch, thank,and connect with others you’re exercising your brand voice.
5. Create content your audience wants
Once again - if you know exactly who your target audience is thencreating helpful content should be easy since it's tailored directly towardsthem! If you don't know anything about your potential customers, it can be alittle trickier because you'll have to do some in-depth research.
This is why understanding your competitors' social media post willbenefit you so much since they already know what their audience wants and whattype of content performs best for them. If the companies that are competingagainst yours don't seem to understand what their social media audiences arelooking for either, you'll have to perform some creative thinking on your own.
A great way of doing this is by asking yourself questions like:What type of content would be valuable to my audience? Are there any specificproblems that people struggle with when it comes to the industry I'm in? If so,what are they? You can also look at what other companies in your industry havealready created and see if you're able to use it as an inspiration for creatingyour own content.
The key is just to get started, because the more often you post onsocial media, the better understanding of who your audience is that you'll gainwhich will allow you to create better content. This will increase your chancesof having social media posts that get engagement, which can help drive morebusiness for your company!
6. Schedule Your Posts
While each social channel is different in terms of how often theyallow content to be posted, you should still aim to post at least once per day.You could also utilize a social media scheduling tool like Dashboard180 toallow you to schedule your posts ahead of time, so that way you don't have toworry about posting on social channels every single day. This will ensure thatyou're not falling behind with scheduling posts, which can be very frustratingif it's something you have to keep doing every single day!
7. Engage with customers and listen for brand mentions
Just like with scheduling your posts, it's important to scheduletime for engaging with customers and listening for brand mentions on socialmedia. This is especially true if you're new to having a social media account -the more you engage with people who mention or talk about your business bothonline and offline, the faster they'll get used to seeing your social mediaaccount's presence. This will allow you to build a strong following that willbe more likely to buy from your business in the future. Eckstein (2021) statesthat the different types of "engagement might include: Likes and FavoritesComments, DMs, Replies Shares and Retweets Saves Clicks Mentions."
In addition, if you want more traffic and leads, you should alsoconsider using social media listening tools. These tools allow you to monitorconversations on social channels so that way you can engage with people who aretalking about your business or industry.
As with all things, it can take some time and effort for yoursocial media efforts as well as other aspects of running a successful companysuch as creating high-quality content or having an effective sales funnel.However, if you're willing to put in the time and effort necessary, socialmedia can be a great way of getting more customers as well as increasing yourprofits!
Clarke, T. (2020, November 3). 14 social media best practices youshould follow in 2020. Social Media Marketing & Management Dashboard. https://blog.hootsuite.com/social-media-best-practices/
Eckstein, M. (2021, April 11). Social media engagement: Why itmatters and how to do it well. Buffer Library.https://buffer.com/library/social-media-engagement/