When writing posts for social media, you should always consider the source. You (the writer) might have a personal opinion or feeling that in your personal social media channels isn’t always appropriate to express. No matter what, you may feel, you are ultimately writing for an algorithm, not a person. You can argue with me, make comments, and do what you have to do brother, but it’s not going to change the cold hard facts.
I’ve been marketing with organic and paid social media since 2009 – and boy has it changed. Not only has technology changed but the audiences have changed, the channels have evolved, and some social media networks didn’t make it. Does anyone remember MySpace? Does anyone remember when LinkedIn didn’t allow #hashtags?
I have managed over 30 different business social media channels in my career but some of the social media posts I’ve seen lately made me wonder if I was up to date. LinkedIn seems more personal and posts are getting longer with massive amounts of emojis and hashtags. Is that right? Does it work?
Being a digital marketer means constant learning and I just love learning, period. For that reason, and due to the reality that change is constant in life, I’ve recently researched the latest information I can find and I’m sharing it with you all now.
- What’s your goal? The right message for the right audience.
This has never changed and in my experience seems to be the biggest blocker for b-to-b businesses to really embrace social media. But the key is the right message for the right network. The business owner or company executives seem to be concerned about the wrong content on the wrong channel because it might be a waste of time or if they‘re using an outside agency and it could be a waste of time and money if the business itself doesn’t know the reason why they’re using, for example, LinkedIn. The social strategy should be in line with a business goal. If the goal is to increase employee engagement, then messaging and content could be focused around work culture, to increase employees liking and sharing of the business content. Share photos of employees, if that is one of your objectives, celebrate their awards, company events, and employees interacting with your product or service. Then set a metric like an increase in employee followers which is easily identifiable on LinkedIn, be consistent, and measure the results with an analytic tool.
But be careful! Unless your entire marketing strategy for social media revolves around employee engagement, which in some cases it may, you also need to have a sound strategy for promoting your business’s products or services.
Start with the right message for the right audience in the right network, and make sure you have the right tone for the right channel.
Here are some tips:
- Posting frequency
- The reason your content is not doing well is probably NOT because you’re “posting too much”
- Reuse and repeat. There is no need to continually create original posts. Repetition is a good thing. https://mavsocial.com/repeating-social-media-posts/
- Mix it up
- The right mix of messaging – the strategies – 411 – 80/20 or 70/30
- Posting Length for the right channel – Just because you CAN doesn’t mean you should.
- Make your posts the right length
- 400 words? Several paragraphs? Multiple Links? Too many emojis.
- Do I need an image? Yes! Preview links vs
- Do you need to be verified?
Why do you need to do all these things? You need to ask yourself, why is this business using social media, what is the end game? Do you want your brand name to be in front of the right customer? Do you want your employees to engage on social media? Do you want leads? The answers to all these questions aren’t the same for every business. Consider your strategy, consider your objectives and document your desired key results. Implementing all or any of the seven best practices listed above should help you get a step closer to achieving your business goal.
Resources:
Best Practice And Tips For Writing For Social Media | Agorapulse