Social media is about two things: posting content and engaging with content. Getting the balance right is the key to success and learning from others who get it right can help you get off to a flying start.
How often should you post onto Facebook? According to Hubspot it depends on the number of followers you have. If under 10,000 post up to once a day, over this 1-2.
So a good aim for all businesses is to post at least once - most studies tend to agree that once per day is optimal, with a maximum of two.
Marks & Spencer's Facebook account is a great one to get inspiration from. They share lots of eye-catching images and videos, run regular competitions and inspire through sharing ideas, including recipes.
Buffer says three times is the optimum before engagement starts to drop off, other studies say 5 - so 3-5 times a day should be your aim.
If you're new to Tweeting, there are a few simple rules to follow:
- Be snappy - you’ve only got 280 characters, so make sure you portray your message in a punchy way to grab attention.
- Have conversations - Twitter is the perfect place to reach and interact with people, so use tweets and replies to instigate and join in relevant conversations respectively.
- Have a voice - don’t be afraid to be seen as sassy!
Nike see lots of engagement on their Twitter account from their followers, by sharing lots of eye-catching videos, inspirational quotes and intriguing posts like this:
Here’s the thing, the more often you post on Instagram, the more likes and followers you gain, and some major brands post up ten times per day to Instagram.
It’s best to stick to a regular posting schedule but generally don’t post more than a few times a day. One or two great posts a day is better than 10 mediocre posts. Consistency and quality is much more important than pumping out posts that may annoy your followers and in turn cause them to unfollow you.
Chillys bottles do a great job - they share user-generated content to fill up their feed, using the brand hashtag “#ChillysEverywhere” and make their feed temptingly shoppable! https://www.instagram.com/chillysbottles/
For all platforms, you should also balance the created and curated/third party content that you share - ‘a good rule of thumb is to share 40% created and 60% curated content’ (Hootsuite). Curated content can include articles that you feel your followers would like, user-generated content - so posts from your customers, ideally using your product - and sharing other’s posts. Always bear in mind that what you share should be content that you think your audience would be interested in.
On all platforms, it’s essential to spend time an equal amount of time engaging, responding to people who have commented on your posts or mentioned you, plus listening to and joining conversations relevant to your business.
Engagement is as important as posting content, so split your time effectively.
Get the balance of curated and created content right to resonate with your audience.
Do use relevant hashtags on Twitter and Instagram but don’t overuse them.
Don’t overthink your Tweets - as you need to post more often on Twitter than other platforms, don’t spend too much time worrying about what you say. You can then spend more time designing posts on other platforms, as it’s quality over quantity on Facebook and Instagram.
And the more you invest in social media, the more results you’ll see - you really do get out what you put in.