I find it really interesting how projects come and go. I find that I’ll spend several months working SOLELY on websites and then I’ll spend several weeks ONLY working on content, and so on. When the work comes, it just sort of comes. Lately, most of the work I’ve done has been social media management and coaching. I help brands make sure that what they’re saying is what they actually want to say, that it’s what their clients want to hear and most importantly, that those two line up.
With every social client, I always start with my own social media audit. I won’t bore you with the details (not to mention that this is…you know…a business) but I wanted to take a second to share some of the key trends that I see across audits that I’ve completed so that hopefully it will help you guide your personal and professional posting tactics.
Keep It Regular
When I see brands that aren’t doing as well as they’d like to on social, I tend to notice something. I typically find that these accounts do a lot of starting and stopping. They’ll post non-stop for a few days, just mowing through all the content they’ve put together. And then they stop.
One of the most damning things that I see on social media accounts are gaps. These might consist of days, or weeks, or even months. In some cases (more common with blogging than social) I’ll see brands that write several posts over the course of a month and then disappear for a year. Why does regularity matter?
Well, there are a few reasons. First, people remember what they see all the time. When you toddle off for awhile, they start to forget about you and if you only come in and out of view once in awhile, people tend to ignore you. Secondly, you’re competing with SO much content that if you don’t pop up on the radar consistently, then there is a pretty good chance that they wont even notice you. Finally, the key to a perfect social media campaign is when your fans don’t just like what you’re posting, but they notice when you’re not. When you post daily on Facebook or several times a day on Twitter, people begin to expect your posts. They don’t tolerate them. They WANT them.
You’re Not That Important
Obviously your social media account is about you, right? Well, yes and no. Brands that are successful online don’t go on and on about the products and services that they provide. Rather, they talk about the people that USE their products and services. The brands that REALLY get it right don’t talk about what you should buy from them and why. They talk about your needs…your wants…your desires. They HOPE that their offerings match up with those needs. But the way they get there is interesting.
The companies that gain traction on social media are the companies that are focused on who their fans are and what they want. They talk about how hard it is to be a parent instead of trying to sell a stroller. They talk about how much fun it is to play hockey instead of trying to sell a pair of skates.
A Picture Is Worth a Thousand Words
Yeah, that old saying. On the internet, truer words have never been spoken. I suppose that you think I just mean, “use a picture because it says a lot.” Well, I don’t. A picture is worth a thousand words, but that doesn’t mean those words are good ones. I encourage brands to make good use of imagery. Emphasis on the word “good”. Here’s a prime example.
Earlier this evening, I was perusing my Instagram feed and happened upon a post from someone I recently started following. I began following him because I saw a couple of posts that struck me as interesting. There were some posts with some inspiring quotes and pictures of talented athletes, etc. It was right in my wheelhouse. And then, there was a picture of a woman. She was scantily clad, viewed from behind and the focal point of the image was pretty clearly of the woman’s behind.
There’s nothing inherently wrong with the image. I follow a number of incredibly attractive women on my feed. They’re friends, bodybuilders, athletes, yoga pracitioners, models, etc. And they post pictures that are probably more “risqué” than this image was. But it wasn’t about the post. It was about the poster. And the comment.
The poster is a male, likely late 20’s early 30’s. And the comment on the post was “nice.” That’s it. One word. A picture of a woman’s butt, posted on the internet by a man, with the word “nice” captioned below it.
A picture IS worth a thousand words. An image can convey a message quickly and powerfully in a manner far more efficient than any word or sentence or paragraph…or maybe even a whole book. In this case, the picture conveyed something very simple to me. “No.” I unfollowed the account immediately.
If you’re going to use images, make sure that they say what you want them to. Maybe that’s exactly what this guy wanted to say. I don’t know. But it turned me from a follower into a foe.
The Devil Is In The Details
There are a number of things that make up a good social media campaign. There are a huge number of considerations to be made. Take the time to do it right.
And if you can’t figure out the best way to get your point across on social media, sign up for our free guide. We’re here to help.