Often we find that brands are updating their social media platforms with information that we simply scroll right past. The posts are either too long winded or simply don’t interest us, and sometimes the posts are clearly not in line with said brands. Our question is: was it worth it?
More often than not, once a brand starts posting generic items that aren’t 100% in line with their following, the audience starts to lose interest. They stop visiting the page and start to care less about whether the brand appears in their news feeds or not. The audience becomes disinterested in what the brand has to say, because said brand didn’t take the time to take to heart what they’ve learnt about their audience. It becomes personal. In fact, every brand should realise that once they’re on any social media platform and have received that first follower, a user has allowed them to become a part of their personal space.
You may have a strict social media strategy in place that states that you simply have to post x amount of updates per day, but sometimes it’s difficult to come up with content that your audience will find relevant to them. This problem leads to the “posting for the sake of posting” issue. Being in this position can be difficult to get out of, so how can you ensure that your brand is always interesting? How can you be the brand that gets a “like” or a retweet every time you post?
Our rules for posting updates are based on these questions:
Is it useful?
Are the followers going to enjoy it?
Is it in line with the brand?
Does it breathe life into the brand?
If a post answers “no” to any of the above, relook and rework it to make sure it ticks all of the boxes. Or simply start over.
It’s best to post something early on in the morning when most users are warming up for their work day, but if it’s taking you too long to compose a relevant post, schedule it in to be released on the next day. And if you still have nothing to post today, try asking your following a question that is relevant to them and that you know they’ll be happy to answer. A top tip for this type of post: your following loves to talk about themselves – they really, really do.
In short: make sure your posts are always relevant to your audience, and if it’s not, ask to know more about them. Practicing this type of ethic on any social media platform has two major benefits: your audience will know you care and you’ll gain more insight into who your following really is.