Which social media platform is the best one for my business and how often should I post?
This is a common question and it is one that I address in my initial marketing proposal to clients. Since the majority of my customers do not have a dedicated social media department, the task of posting often falls squarely on the shoulders of the business owner themselves. For this reason, I caution clients to commit to only to those platforms that they intend to fully embrace. A stagnant Facebook or Twitter page will do more harm than good. In my proposals, I identify the top two platforms that would be most beneficial to the business at hand. For example, I might encourage a commercial printer to promote their new vehicle wrapping capability on LinkedIn while my client who makes custom saddle pads may thrive on Pinterest. The decision as to which social media platform is the most effective is often determined by the whether the business is a B2B (business to business) business or a B2C (business to consumer) business.
The more daunting task – What to Post?
Developing engaging content is a challenge. Remember to always behave as a dinner guest might at someone’s home for dinner! When brainstorming ideas consider these questions:
- What is the headache du jour in your industry?
- What is the popular client question of the week?
- What is the latest industry buzz?
- Do you have an interesting story to tell about your company or it’s history?
- What is the competition doing?
It isn’t easy being a good conversationalist who stands out in the crowd but somebody’s got to do it!