When, What, Where? Social Media Posting Strategies

It’s early, you have your cup of coffee, a laptop and about 45 minutes that has been carefully set aside to devote to your Facebook business page….

WHAT THE HECK DO I WRITE?!?

If you don’t have a plan the result is either to think about something clever and creative for 40 minutes and then share it in the last 5, or unload two days of thoughts in 5 or 6 rapid sequence posts, completely filling the first page of all our loyal fans, annoying them to no end!

Here are Three Social Media Posting Strategies I’ve found to be effective at Sigma College of Small Business and with our clients.

#1 – Have One, a Social Media Marketing Strategy That Is!

It doesn’t have to be complicated, but you should take some time and write out a social media strategy.  The plans we write for clients are three pages or less and include:

  • Target audience – list of the top three audience categories we expect to reach
  • Objective – what we expect from that audience as a result of social media marketing
  • Message – the general message(s) we will convey through social media
  • Media Plan – a list of each social media channel we will use, with the specific audience, post frequency, specific objective, primary topic categories and examples for each individual channel.

The Media Plan is the most important part of the plan, because you will use Facebook for a different purpose than your blog, and LinkedIn will get different results than Twitter. Taking some time to write out your strategy will give you a first reference for building a Social Media Calendar.

#2 – Use a Social Media Marketing Calendar

Every month I meet with clients and we list all the events, products, services and important messages that are “post worthy”, i.e. valuable to our audience, for the next month.  Then we add in some campaign ideas, their Constant Contact email marketing schedule and some placeholders for sharing the content of others.  Once we have the master list we expand it and develop specific posts for each item.  A big event may warrant 4 or 5 posts in the weeks and days before the actual event and even 1 or 2 follow-up posts.  Smaller events may be one “I’m here” post.

The result of the media calendar is that the time used for posting becomes very efficient.  Many times I write the posts ahead of time so it’s just a matter of copying them over to the right media channel.  There are also social media scheduling tools like Hootsuite that enable scheduling your posts days in advance if you won’t be available to make it real time.

A media calendar with a posting strategy also keeps your posts consistent and spread out so they are “above the fold” more frequently for your audience.  Use the calendar to fill in the gaps on the days and weeks where there isn’t too much going on.  A good way to fill those gaps is by sharing the content of others.

#3 – Make Sharing a Part of Your Strategy

A great thing about social media is that sharing great content is easy. (almost too easy for those who can’t recognize “great” content:-)  Make sharing part of your strategy.  Share content from blogs that are relevant to your audience, web sites of great new products or services you find (like business classes for small business owners), and most importantly the posts, tweets, blogs and emails of the people in your social media and personal networks.

Sharing great content does a lot for building your online reputation and relationship with the people who can help share your message!  As part of the social media marketing plans that we develop for clients, there is a list of blogs, pages and people for them to follow; most importantly for their own information and development, but also to give them plenty of stuff to share on those rare mornings when they have some time but nothing to say.

What are Your Social Media Tips and Tricks?

Social Media can be a very effective tool for small business owners if they take the time to create and implement a simple strategy.  One of the goals for Sigma College of Small Business is to keep things practical for our customers.  We focus first on simple ideas and actions that are easy to implement but will have an impact.  What are some tricks and techniques you use to be more effective with Social Media Marketing?