So you now know the objective for each of the social media platforms you’ve set up, and you’ve determined what it is that you want to get across to your target audience, now it’s time to create some content!
No wait a moment, there’s a few other things to think about. Do you really want to put the same content out on every platform? You might if the audience is, or could be different. However, even if they are it’s still not that easy as each platform has a different number of characters you can use.
The following are the current numbers as of mid 2018:
Facebook Pages: 5,000
Facebook Groups: 5,000
LinkedIn Profiles: *1,300
LinkedIn Pages: 700
Google+ Profiles: 5,000
Google+ Pages: 5,000
*LinkedIn allows up to 1,300 characters when publishing to a Profile natively, but third party apps are generally only allowed 700 characters posting to LinkedIn so check what you’re using before going over 700.
You should always use a high quality image as well as a link to whatever it is you are talking about in your post. If you are using for instance a blog/article then many sites will take the image from it, but sometimes you are able to insert your own. LinkedIn does this for example.
Next you’ll be wanting to know about hashtags, well that would make this article extremely long. There’s some good articles out there already about why and how you should be using them, take a look at these for starters:
Sprout Social – How to Use Hashtags on Every Social Media Network
Content Marketing Institute – #Hashtagology 101: How to Use Hashtags in Your Social Media Content
So now you’re probably thinking how often should I post? The simple answer is, enough to be interesting and not too much so you become irritating. There is no hard and fast rule about this, as I’m sure every mum on the planet has said at some point or other, only speak when you have something interesting to say! It’s a good mantra to have for social media. Nobody is interested where you’re having a coffee or lunch, unless that is you have posted a review, in which case that should be on TripAdvisor or Trustpilot.
Now, lastly before you dive in, you did research your target audience didn’t you, just to make sure you have an understanding of the sort of thing they would be interested in. You can see this quite easily by looking at what other people are posting and the reactions they are getting, i.e. are they getting lots of likes, re-tweets, comments and shares. Just taking a few minutes to scan the social media site you’re going to post on, can be really valuable and also save you lots of time!
Having done that you need to research the market sector by looking for interesting articles that you could share (make sure they are current or at least what they are talking about is still relevant).
Ok, you’re good to go! Don’t forget you’re going to have to do most of this again tomorrow and the next day and so on. The only thing worse than somebody posting too much, is a social media site that looks abandoned because not much seems to be happening.
Now you see why over 40% of businesses outsource their social media management. It can and does take up quite a bit of time to do it right.
Just in case you missed part 1