I ran across a wonderful article from HootSuite recently. As a rule, I try, often without success, to avoid writing and using negative headlines, but in this case, the content of the piece is too valuable to write off simply because it is written in a negative voice. The author, Sam Milbrath, knows her stuff.
Were I a betting woman, I’d wager the most frequent reason that businesses/organizations repeat themselves, often ad nauseam, on Facebook, Twitter, etc., is that they’re fresh out of anything new to say. As someone who struggles with this myself, I err on the side of deafening silence rather than the drone of repetition. The former is bad news, but the latter will get you unfollowed much more quickly.
In Milbrath’s first point, she mentions a previous post about the social media “rule of thirds,” that’s also worth your time. Here’s the breakdown:
- One-third social content that promotes your business, converts readers, and generates profit.
- One-third social content that surfaces ideas and shares stories from thought leaders in your industry or like-minded businesses.
- One-third social content based on personal interactions and building your brand.
Regarding bullet point two, a great place to find those ideas and stories is from your own Twitter and Facebook feeds. Every business or organization has its own trade publications, online communities, accrediting/oversight boards, and industry big hitters you should be following.
When you share content from other sources, be sure you give them appropriate credit. Often you will find a blog post or article that is framed around another article, such as the one you are reading right now. If there are no fresh insights and it essentially just links to another article, make sure you use the original piece in your blog. There’s no need to separate the content with another “generation” of social media unless it provides some unique, helpful insights, something I hope my posts provide.
Every few months, I review who I’m following on Facebook and Twitter. I drop those whose content I’m not reading or sharing, for whatever reason, and find a new source to follow for a while. It’s worth your time to do the same.
I can’t encourage you enough to take to heart the author’s suggestion to develop contests, giveaways and other ideas for user-generated content. Not only does it give you original material, it broadens your base of followers, and thus, customers and donors.
Take stock of your social media habits as you read point five. If you are new to social media, it’s possible you are creating spam and don’t even know it!
Finally, don’t forget, every reader/customer/donor interaction is an opportunity. Always put your best face forward. Be polite. Own up to mistakes. Accept constructive criticism, and even rude complaints, with grace. Social media is here to stay. Develop tactics for the long haul.
Need assistance or ideas for getting started or moving to the next level? Give me a call. Initial consultations are free of charge.