With over 3.6 billion people on social media in 2020, it’s important that your company has a presence on at least a few social channels (preferably the ones that your audience is on). That being said, having a social media presence is the easy part. Staying active and engaging on social media is a different story. It can be scary to put yourself or your company out there and try to socialize with others online. It takes a burst of effort, planning, and extroverted tendencies that many people don’t have.
If this seems like too much to handle, have no fear! Follow these tips on how to manage your company’s social media:
Post Often and Consistently
How often is your company currently posting on social media? Once a day? Once a week? Not at all? How often your company posts is up to you and should be determined by how active your audience is and which channels you’re using. The most important thing, however, is that you stick to a consistent schedule.
Posting on a consistent schedule keeps your channels up-to-date and current. If someone arrives at your Instagram page and sees that you haven’t posted for a couple of months, they may assume you’re no longer in business. On the other hand, if you treat every channel as if it were Twitter and post too often, you may scare some of your followers away. No one likes following that one person that uploads ten Instagram posts in an hour.
If you have a new business and are just getting started on social media, begin by posting once a week. As you get into the swing of things, start increasing the rate at which you post. Before you know it, you’ll be posting once a day. But remember, the most important thing is to post consistently.
Know When to Post
The challenge of marketing your business through organic social media is rising above the noise and getting eyes on your posts. With over 90% of businesses using social media, the competition for attention is stiff. That’s why it’s important to post when you’re audience is going to be most active on social media.
On Instagram, you can see when your audience is most active by going to the Insights tab and viewing your audience insights. For every other channel, you’re going to need to do some testing. Over the course of a month, try posting at various times. Once the month is over, you should be able to see which times your audience is most active and likely to engage with your content.
Want a cheat sheet? We suggest following SproutSocial’s guide on the best times to post. While you’re at it, why not use SproutSocial to schedule out your posts throughout the week?
Follow the 80/20 Rule
Now that you know when to post, you just need to decide what to post. We highly recommend following the 80/20 rule.
Organic social media is a great place to create relationships and build trust with your customers. There is no better way to destroy that trust than to continually pitch them on your products or services. This is why the 80/20 rule works so well. In essence, 80% of your content should be entertaining, insightful, helpful, and—most importantly—add value. The other 20% of your content should be promotional.
For every one post you share that promotes your business, products, and services, there should be another four posts that are insightful and entertaining. Think about what your audiences is interested in and base your content around that. Use organic social media to be as human as possible. If you really want to promote your brand, use paid social ads.
Engage, Engage, Engage
We can’t stress this enough: you have to be social on social media. Social media is not a megaphone. It’s a walkie talkie. If you’re the only one speaking, you’re doing it wrong.
A lot of companies will take time each week to craft really well-thought-out posts, but spend very little time actually engaging on social media. Monitoring your accounts for any comments, inbox messages, or Likes is just as important as posting. Being proactive on social media by following other people and engaging with their content will help you grow a solid following.
People are calling companies’ customer service lines less and less. Now, they reach out for help through social media. That’s why it’s so important to have a dedicated social media manager or marketing agency monitoring your social channels throughout the week.
Last but not least of our tips on how to manage your company’s social media: be creative. The last thing you want to do is blend into the crowd. Find out what your audience is most interested in and create content based around it. Maybe you’re an insurance agency whose audience is obsessed with Disney Plus’s series The Mandalorian. Why not create some Baby Yoda insurance themed memes or run a contest based around The Mandalorian trivia?
Explore new features on social media platforms and take advantage of being an early adopter. LinkedIn recently launched their new Stories feature and Instagram recently launched Reels. The first few days of a new social media feature is filled with a variety of creators trying to figure out what sticks in a new niche. It’s the perfect canvas to show off your creativity and discover how to make an impact. Need a little inspiration? Check out 7 of the best social media campaigns according to Hootsuite!
Another way to get creative is to hire Set Fire Creative. As digital marketing experts, we know how to manage your company’s social media. With our organic social service, we handle the hard part of drafting posts, scheduling them, and handling engagement. Our team stays alert to popular trends and makes sure that your brand receives recognition. Contact us today for a free consultation and learn how our organic social strategy can help you!
McCain is the founder and VP of Client Services at Set Fire Creative. When he isn’t busy helping his clients grow their business through digital marketing, you will most likely find him with his nose in a Stephen King book, eating spicy buffalo wings, hanging out with his wife and Blue Heeler Ozzy, or listening to Guns N’ Roses—sometimes all at the same time.