Where to Post
- This is no single best social media place to use. The best channel is the one where your audience hangs out.
- Since Facebook, Twitter, LinkedIn, Pinterest, Instagram, etc. all have different formats, the same post will almost never work on multiple sites. Therefore, it’s better to pick 2 social media outlets and personalize posts for them than to use a tool that duplicates posts across all of them.
- Identify your goal(s). Attracting followers is not a goal, it’s a tactic, or a means to an end.
- If the goal is to build a community, then Facebook or a forum may be a better way to do so.
- If the goal is to share information that is mostly visual, then a site like Pinterest or Instagram is a better fit.
- If the goal is to network and provide curated information (articles or images or videos from other people, then Twitter or LinkedIn may be the best channels.
When to Post
- Ultimately, the ideal post times vary by audience. For example, teachers read more emails on Saturday mornings, where people working in offices tend to read more emails on Monday afternoons and Tuesday mornings.
- Ethnographic interviews will provide information on how your audience interacts with social media.
- KISSmetrics created a “Science of Social Timing” infographic with details on how people as a whole interact with articles and links.
- Quick Sprout created a “Best Times to Post” infographic with details on how people as a whole interact with social media channels.
- Tools like Tweetdeck, Hootsuite, Sprout Social, Buffer, and even Facebook allow you to schedule posts ahead of time. Spend one hour a week setting up regular posts for the rest of the week to cut down on the amount of time you spend on social media every day.
What to Post
- Headlines are key for grabbing attention. Listen to conversations on the subway or while walking down the street, and note the sentences that make you stop and pay attention. Practice creating headlines that start with those sentences.
- Free tools and articles will give you a reputation for providing value, rather than for being expensive. It increases the likelihood of visitors choosing to pay for your product or services.
- Focus on user needs rather than business needs. Social media is a form of inbound/content marketing, not direct marketing. Build a brand, rather than an advertisement.
- Identify metrics for success and track them for 6 months. Less than 6 months is not long enough to accurately identify success or failure, however if the social media channels you’re using aren’t showing a positive ROI after 6 months then it’s time to make a change.