In my last blog we talked about which social media channels to use once you had decided your business was ready to jump on board and you had answered several questions to determine whether social media is a good strategy.
This time, we’ll assume you have decided to go ahead and are now wondering what to share on social media now that you have this new marketing tool.
In short, what you usually share with your clients in prospects in verbal format is also going to be valuable and useful for them online. This could be content that you have produced internally such as:
- blog posts – addressing FAQs, industry information, your take on an aspect of yours or your client’s business, overcoming a sales objection etc. The list goes on as to what you can write blogs about!
- articles you have previously written for your company newsletter or for another publication
- advising about upcoming events that you are running or will be showcasing at
- sharing powerpoint presentations you have created that provide useful information or your particular slant on a given topic
- any specials or promotions
- the list goes on!
In this arena, it’s perfectly acceptable to broadcast what’s going on within and around your business. But there’s a caveat – people don’t want to hear about it all the time and they certainly don’t want it rammed down their throats. Everyone knows about the old 80/20 rule and there are some similar ones when it comes to social media. As a rule of thumb, when using Twitter make it 90% about value and 10% about your company promotions. For LinkedIn and Facebook about 75% industry info/value and 25% about you and for a blog about 50/50.
So remembering these guidelines, other things of value to share on your social media channels include:
- interesting articles you have read in industry publications that are relevant for your customers
- topical news and events
- slideshows you have seen on slideshare that fit the above criteria
- blog posts from others in your industry (it’s up to you if you share competitor info, I find that quite often they write useful things for your customers as well – you could comment on it in your status before you post)
- quotes and images that you find relevant/amusing/inspiring or useful
- ask questions, take quick polls
- share discussions you have been engaging in on or offline
It’s important to remember that behind your social media channel is a person, and social media is a great place to drop the facades and share the authentic you. People really want to see it – honesty and vulnerability and authenticty are what resonate in the marketplace (just think about how you want the companies you buy from to be doing). So have fun surfing the net for other people’s great content, share what you like about it – and start some conversations!
If you need some help setting up and getting started, feel free to reach out. Or share your experiences in the comments below.