Social media is becoming of increasing importance to businesses. These unique platforms allow you to showcase your business to a large audience that may have been difficult and costly to reach in the past.
Research suggests businesses should post multiple times a day on their social pages to keep the conversation going and to gain maximum visibility for their brands. Social, after all, is a crowded and competitive space. If you don’t tweet multiple times during the day, chances are, your voice isn’t going to be heard.
While these recommendations are sound, they do raise a very practical problem for businesses: What on earth do we post about? How do we NOT end up boring our followers?
A high frequency of posting requires a solid social plan in place. You are not posting for the sake of it, but to cultivate brand awareness, engage customers and prospects, and ultimately drive conversions.
Here are some suggestions to help sustain your social strategy along the creative path:
Take inspiration from other social pages
A number of individuals and businesses have mastered the art of posting on social. To some of us, sharp and witty tweets come naturally. To others, marketing on Facebook while connecting with legions of fans is as easy as cruising down a smooth highway.
Can you think of a favorite celebrity, influencer or a business whose social posts are always interesting? Which Twitter accounts do you look forward to in your feed every day?
You might want to study them the next time you visit their profile to understand what makes them so compelling. What keeps bringing you to their pages day after day? These could be the pages of anyone you admire, and not necessarily related to your business.
To give you an example, there’s an Instagram account, @RDUBaton that I like to check out regularly. Every day the account has new people posting their pictures of their every day life in the Raleigh-Durham area. It offers a fresh perspective of the place I live, which is why I enjoy it so much. An idea that I could draw from their example, perhaps, is to look for ways to offer a fresh perspective on my company’s social platforms.
Which are your favorite social media accounts and why do you love them? What insights or takeaways do they offer that you can implement in your own social content strategy?
Get your entire team involved
Posting on social is usually the responsibility of the marketing department. However, one or two persons alone in charge of posting multiple times a day, 7 days a week, month after month, can get tired and jaded pretty quick.
That is natural. Once again, new perspectives will help. Ask others in your team for their views on relevant topics. Invite suggestions as well. They might even share their own favorite social sites from which you can take inspiration. This is an area where it will serve you well to have too many cooks in the kitchen!
Fresh ways of thinking work magically because ultimately new points of view are what the followers crave, too.
Switch up your tone
Don’t be same ole, same ole. It’s one thing to have a character and be known for it, and another to be predictable and boring.
Be known for consistency and value creation, but not necessarily for the same kind of a dry (or uptight) professional tone. Create a distinct voice. Don’t be afraid to let your human side come through. Don’t shy away from having fun! It doesn’t make you sound wacky, but interesting. And ‘interesting’ is the one thing that will take you places on social.
Besides, it’s true, your vibe attracts your tribe. You want your follower count to consist of the right kind of audience.
Dare to go against the flow
It’s helpful to comment on current trends in your niche, but you don’t always have to agree with what’s being said.
Now, we are not suggesting that you disagree for the sake of it, but any new development must attract an entire range of opinions. If you have one, go right ahead and post it!
How can you turn your point of view into a memorable tweet or an Instagram image? Would you want to write at length about it on your Facebook page?
After you’ve shared your views, invite people to post theirs. Facebook is an excellent platform for this, though this can be carried out elsewhere, too – for example on Twitter and LinkedIn.
It’s good to be opinionated on social, but don’t be closed-minded and certainly don’t forget about etiquette. Courteously entertain different points of view. This will help you not only gain more ideas about what to post, but also make an impression on your followers. You’re not just another business, you are a business that takes a stand and believes in something. That is reassuring. That is social currency.
Brainstorm for ideas
Brainstorming is not just for content creation, it applies to all areas of life and business where creativity keeps you going. The essence of brainstorming is to think freely. Get as many members in your team as possible on board, and let them come up with ideas and suggestions. Don’t censor anything initially (many innovative ideas start out by looking ridiculous). You may be surprised at what you find.
Mindmapping is another way to help generate fresh ideas and unearth new patterns. This is especially relevant when you are looking at posts related to a particular campaign since with mind maps you can flesh out concepts.
Here are some tools to assist you with the creative process:
When you have a considerable number of ideas, see which ones can be utilized for posting. Don’t just stop at one post per idea, however. Aim to create a series of tweets, Instagram/Pinterest images or Facebook updates based on each of these ideas – just as you would take a relevant topic and structure a number of blog posts around it to do it full justice.
Keeping the creative juices flowing
With just a little bit of planning and regular brainstorming you can create a memorable social media presence. You can post regularly, as well as communicate in a manner that engages people and makes you stick in their memory.
What are some of your favorite ways to keep your social media content fresh and interesting? Additionally, which social pages do you admire the most, and what have you learned from them? Do share your opinions and views in the comments below!