What’s to ‘Like’ about Social Media?

Do you spend hours “doom scrolling” through your various social media feeds when you should be doing something else? Yep, me too. And guess what? So do your customers and potential clients. With that in mind, it’s a great place to showcase your products and services. However, it can be difficult to get noticed amongst the pictures of dogs and dinners or videos of that latest dance trend.

Social media trends are always changing, making the whole concept really exciting (in my opinion), but it can also feel quite daunting. With so many platforms available, making a mark can feel like a minefield. So, how do you make the most of your place in the social media melee?

Whether you are just starting out or have been posting professionally for a while, you may be wondering if you are getting it right? Even if you have some experience, it can be helpful to get back to basics, so let’s get into it.

Why should I be posting on social media? 

You may have been posting content on social media for a while and not seeing results, so why bother? Firstly, stick with it; results don’t come overnight, and social media can be unpredictable, but never fear; I have some words of encouragement.

The biggest answer to the question of why you should be posting on social media channels is “brand awareness”. Social media is a great way of getting your business in front of people. It gives potential customers an insight into what you do and why they need you. You can place yourself in the hands of people who have never heard of you, and for the most part, it can even be FREE! That’s gotta be good, right?

What should I be posting?

Keep it relevant

The most important thing about your social media content is to “keep it relevant.” I’ll say it again because it bears repeating… keep it relevant. You may love tequila, but why post about National Tequila Day if there is no connection to what you do? That doesn’t mean that all content should be about your product; find a link that your audience will understand.

Mixed media

Keep your feed interesting with a mix of photo and video content to cater to different audiences. Everyone absorbs messages differently; some people respond to videos or animations, and others like the speed of a static image. 

Content Pillars

What are content pillars? They are key topics and themes that help your audience respond to your content. When you plan your content, create around 3-5 pillars, but these will vary for different businesses. Some examples of content pillars are Product Focus, Reviews and testimonials, behind-the-scenes, and Tips and Tricks. This helps to keep your content varied and relevant.

People Buy from People

The old adage that people buy from people is just as powerful today as it has always been. Users engage most with content that features people. Our brains are hard-wired to be attracted to other people. Feature staff in your posts; “meet the team,” “a day in the life,” or “behind the scenes” footage makes your company more relatable. People want to see who they are buying from.

Keep it Real

Make sure that your content is honest. Good quality content does not have to be over-produced, but it does have to be a good reflection of your business. A professionally produced video could be incredible for you, but is it realistic within your budget? Don’t be put off by thinking you have to spend a fortune for “quality” content. Something thoughtfully put together can be even more powerful than the most expertly polished content.

How often should I be posting on social media?

The only correct answer to this question is “consistency is key”. Once you have started your social media channels, make sure you don’t neglect them. You will not see any growth if you post once and then leave it a few months before your next post.

The frequency of posting, again, depends on a number of factors. The size of your business, what you do, how many products you sell and what manpower and facilities you have available to you.

Decide on how often you can realistically post and stick to it. If you only have the capacity to post once a week, that’s fine, but make sure you do it. However, there is such a thing as posting too often. Your customers could get sick of the sight of you if you are forcing content unnecessarily.

When should I be posting?

Choosing when to post your content can be the deciding factor on whether your posts fly or flop. Social media accounts grow through engagement, which is when people like, comment or share your content. Posting your content when your audience is most active will result in the most engagement. This is what pushes your impressions (the number of times people see your posts) and reach (the number of unique people who see your posts).

The time of day and day of the week will vary depending on your audience and the platform you are posting on. For example, LinkedIn audiences are more active in the morning on weekdays, but Facebook audiences tend to be more active in the evening. However, this can vary depending on your business and your specific audience. Finding out when your audience is most responsive can be a bit of trial and error. Always review the performance of your content. 

The other thing to bear in mind is posting your content when you are in a position to reply to comments. The more you respond to your customers, the more they will trust you, and it makes your business more approachable.

Which social media channels should I be posting on? 

Social media is booming, and new platforms are being created all the time. The number of platforms can be overwhelming, with the likes of Facebook, Instagram, X (Twitter), LinkedIn, TikTok and YouTube. Firstly, you should think about where your audience is. Where do they hang out? Don’t waste your time on social media channels that aren’t relevant to your business.

Concentrate on what makes the most sense for you and your company. If you don’t have the time or resources to make videos for TikTok, for example, don’t stress about it. Do what you can; something is better than nothing.

I hear, “I don’t have time to post on my social media feeds” all the time. My advice is to focus on what is achievable for you. Also, consider that agencies like Eyeweb are here to help ease the burden with social media management services. 

It’s all about the likes, right?

Your social media channels, whichever you choose to post on, are a window into your business. You can use them to drive sales and leads; however, the prime function of your posts is to push your brand. Many people will visit your website and then look at your socials to get more insight to help make their buying decisions.

Now, this may not result in your posts going “viral,” but remember that virality does not mean success for your business. It also does not mean you will get loads of likes and shares. Think about whether the sort of industry you are in is the sort of thing that is going to gather “likes”. Just because someone is not “physically” liking your posts does not mean they are not “mentally” acknowledging them when they are looking for someone in your line of work.

What if I need more help with my social media channels?

The important thing is to keep your social media feeds consistent, relevant and realistic within your workload. However, sometimes, you need more of a helping hand to really thrive.

As I’ve mentioned, there are many marketing agencies, like us at Eyeweb, who can help. We create informative and effective social media campaigns for lots of clients. Agencies can assist with putting together either organic or paid social media campaigns. We can also look after the day-to-day management, keeping your social feeds active while you concentrate on running your business.

Give us a shout, and we’ll speak to you with clear recommendations and help you plan your social media strategy.