We get asked, “What should I be doing on our social media platforms?” “What should I be posting?” “How frequently?” “What do customers want to gain from social media?”

First, realize you’re asking all of the right questions. You need a plan for engagement. Your business page needs to be more intentional than your personal social media pages. You need to think about your followers and what type of interaction you are trying to create.

Generating content is not always easy, but here’s an initial plan for content buckets to help you determine if what you want to post is “share worthy” and posting tips to get the most out of what you share.

Content Areas to Post:

  • Create an incentive with your posts – Create posts that give customers something. Your post doesn’t have to include monetary discounts or offers, but could highlight great tips on how to use your product better, how to engage with you as an organization better, or offer customers new information that they want to learn about and share.
  • Reconfirm your mission and celebrate your people – Feature people on your team, and what they do and what they bring to your organization. Highlight projects/partnerships/products that illuminate what your organization does.
  • Relay expertise and share knowledge – Ask staff for ideas on blogs that could be created in a few short paragraphs that further share your organization’s expertise and perspective (*ahem something like this post itself).
  • Resource share – Re-post or share a relevant article that aligns with your organization and/or shares news that impacts your field.

Posting Tips:

  • Stark posts will get stark readership – Posts that just have information are not as highly read as posts that have graphics or photos with it. Think about opportunities to include photos or graphics that will better help convey your information
  • Timing is everything – Think about peaks of readership to make more targeted connections. Try posting at 7:30am (when people are checking their phones over coffee), 11:30am (right before lunchtime reading) and at 8pm (when people are getting settled in for the evening and catching up on social media).
    • AND, did you realize there are built-in scheduling features or apps like HootSuite that you can use to pre-schedule postings ahead of time? Set it and forget it!
      Link for HootSuite: Click Here!
  • Strive to be part of weekly communication – Start small but aim to post consistently 2 times a week, and if appropriate content becomes more readily available, then amp up the frequency. However, as we know, companies that post a ridiculous amount tend to get unfollowed quickly if followers feel like they are being sold to way too much.
  • Tag other organizations and people – If organizations and key individuals are part of a project or featured in a photo, tag them! This will have a ripple effect as that post will be shared beyond your audience (and it’s nice to be credited as being part of something so folks are usually happy to share when they are recognized).
  • Be responsive – If you see that someone commented or asked a question on the post, be sure to respond in a timely manner. Ask questions in the post to try to garner a dialog.
  • Read the analytics – The great thing about social media for organizations is that you can also review the analytics and see what posts were shared, what was liked, how many viewers the post reached, etc. (this is a great feature of Facebook). All of these analytics will help to see what posts stick and what types are more glossed over -and then you adjust.
  • Infuse social media signoffs in your marketing and communications material – Be sure to include social media icons on your website, email signatures, and in your digital or printed material so folks know your platforms to stay connected.