Whenever I’m asked what I do for a living and answer with, “Oh, I’m a social media strategist,” I receive a variety of reactions. Some think all I do is play around on Facebook and Twitter while others question if that is even a legitimate job. But, if you’ve ever tried to run multiple social media platforms for many diverse clients on a daily basis, you know that it does indeed require a fair amount of work, practice and knowledge.
While I do get to spend a significant amount of my time at work on social media, it’s not to watch cat videos or take the latest Buzzfeed quiz (although I do indulge in those things off the clock). I spend time analyzing each client’s audience and its reactions to what I post, gathering and writing interesting content for said audience, engaging with them on a daily basis so that they feel connected to the brand I represent and finally, planning, planning, planning. I plan what to post, when to post and to whom to show the post.
It takes time, practice, coordination and lots of organization (or in my case, color-coding). If you’re running your own brand’s social media account(s), and you feel overwhelmed, you’re not alone. Here are my top tips to stay on track and post compelling, engaging content for your audience:
- Mix up the types of content you post. I like to use a rule of thirds when scheduling posts. One-third promotional, one-third informational and one-third entertainment. This way, you’re able to promote your brand while also providing your audience with extra information and entertainment that they are missing elsewhere.
- Pay attention to reactions. While I do recommend mixing up the types of content you post, it’s also important to monitor how your audience reacts to it. If for some reason, you don’t get much favorable feedback on a specific type of content, don’t keep posting it (unless it’s some of the promotional content, of course). Give the people what they want!
- Post when your audience is active online. It may seem self-explanatory, but you’d be surprised how many brands post at random times, ultimately hurting user engagement. Not sure when your audience is online? Visit the Insights page on your business’s Facebook account or check out these popular times on other platforms. Schedule your posts at peak times.
- Take time to plan posts a month at a time. To take the previous tip a step further, plan out exactly what you’ll post in advance. I usually print out a blank iCal calendar at the beginning of the month and write what I plan to post each day to ensure I’m using a variety of content and to be on top of holidays and special offers.
- Don’t post the same content on all platforms. Not all platforms are created equal. While you may be promoting some of the same things across different channels, you need to tailor it to those channels specifically. When you link the accounts to post identical information, you’re feeding your audience all the same content, and it doesn’t always translate well. For Instagram, make sure you’re using great photography; for Twitter, make sure it’s short and to the point.
If tweets, retweets, Instagram, DMs, snaps, likes, loves and haha’s are too much for you to handle, we’ve got you covered.