How to build trust with your consumers through creating a curated message. Congruency is key.
For the past few weeks, we have been talking about consistency. In the context
of Social Media, consistency is one of the first steps in creating a successful
message and establishing a strong follower base.
First, we discussed when to post. We discussed the different times that
research has shown brings the most traffic and highest levels of engagement on
each Social Media platform. You can read more about posting times here.
Next, we discussed the importance of knowing how often to post. We
discussed the idea that quality is generally more important than quantity.
Moreover, we discussed ways that you can learn to balance quality and quantity
to create a curated message that is active and tasteful. You can refer back to
that discussion on last week’s blog.
Remember, that when an individual decides to follow your business on Social
Media, they do so with the expectation that they will get something out of it.
We often call these “incentives.” We will discuss more about incentives in the
upcoming weeks. But for now, remember that the first incentive that you can give
people to follow your business is a consistent Social Media Presence.
I hope that these blog posts will serve as a reference for our friends, clients,
and fellow small business owners both now and in the future.
Keep an eye out for our next blog series, which will be on curating your
message. In the meantime, let us know if you have any questions or if there is
a way we can help you improve your Social Media presence.
Today, we are going to continue our discussion on consistency in Social Media.
As we discussed last week, it is important for small businesses to be consistent in their posting on Social Media. Individuals follow businesses on Social Media with the expectation that they will be rewarded with quality content.
We discussed the importance of posting at times when you will receive the most traffic and highest levels of engagement. Now, we are going to discuss a different aspect of consistency: How often to post.
It is worth noting at this point that we are assuming that our readers are a part of small businesses.
The reason for this distinction is that most professionals agree that there is a huge difference between the expectations that Social Media users have for small businesses as opposed to large corporations. Consequently, the information in this post pertains mostly to businesses with several hundred to several thousand followers.
The biggest mistake that small businesses make when they hear the word ‘consistency’ in Social Media is posting too often. At A&C, we emphasize quality over quantity. While we are absolutely advocating that you post regularly on Social Media, we don’t want you to get too carried away.
Consistency means dependability. Your followers want to be assured that you are going to fill their feed with quality content, not useless updates, ads, and spam.
Remember the all too familiar words, “if you have nothing to say, say nothing at all.”
Another thing to consider is what your goal is for Social Media. If you are simply looking to generate clicks to your website, maybe it makes sense to simply post a lot and drive your overall reach. However, we would not advocate that approach.
We believe that the most effective way to leverage Social Media is to build an active follower-base and drive engagement more than reach.
Facebook is an interesting Social Media. Facebook has a huge base and long history. There are a lot of rules floating around out there for Facebook posting. However, the landscape has changed a lot over the years and many of the old rules are outdated.
For small businesses, we suggest posting 3-5 times per week. We have found that most small businesses have a difficult time generating high-quality content more than 5 times per week.
Always remember that tweets have the shortest lifecycle. As CoSchedule suggests, Twitter’s quickness allows for most frequent posting without annoying or disturbing your followers.
We suggest posting on Twitter at least once per day. That includes retweets, so don’t get too intimidated. However, be sure to remain on message.
For this Social Media, quality and professionalism are even more important. You can get away with posting on your company LinkedIn page as little as once per week. The key is to keep in mind what your business does, and appear to be a subject matter expert.
Obviously, for Instagram you need images. We recommend posting 3-4 times per week on Instagram. The quality of the imagery that you post really matters here, so make sure you are posting images that stand out as high quality and contributive.
Every business is unique. As always, we suggest that you experiment and find what works best for your business and followers. However, we hope that this will serve as a good resource for small business owners, and will help start the conversation about quality Social Media.
We are always looking for feedback and stories. Let us know what has worked for you and your business!
Social Media is a powerful tool. According to the Pew Research Center, more than three quarters of U.S. adults are involved on Social Media. Needless to say, if a business wants to connect with its consumers, they must have a Social Media presence.
Assuming that you have already begun to establish a presence for your business, one of the first steps in creating effective Social Media is consistency.
Consistency in this context essentially means being dependable. If your consumer has chosen to follow you, they have done so with a certain expectation. One of those expectations is that you will deliver quality content to them regularly.
Consistency in Social Media can be broken down into two simple steps:
Know the best time to post
Know how often to post
For this post, we are going to focus on the first step. Choosing when to post starts with knowing your audience: Who is your audience? Where are they located (geographically and digitally)? When are they active on Social Media?
Facebook is the king of Social Media. According to the Pew Research Center, 67% of Adults in the U.S. are actively involved on Facebook. This is a huge number, and that should get any business owner’s attention.
However, with so much traffic on Facebook, it is important to stand out and reach your target audience when they are paying attention.
According to CoSchedule’s survey of 16 studies, the best time to post on Facebook for most businesses is late in the week. Buffer concludes the engagement is 18% higher on Thursdays and Fridays than other days of the week.
Although there is a lot of data to suggest that overall Facebook usage is highest on the weekends, at A&C we have found that the highest click-through rates and engagement for businesses occurs during the end of the workweek i.e. Thursday - Friday.
Twitter is a unique platform. In a world where quick information is king, Twitter demands the quickest.
Most data seems to suggest that the most effective times to post on Twitter for businesses is between 12pm - 3pm on weekdays, with the highest engagement occurring on Wednesdays. This may suggest that during their lunch break many people look for quick news and updates, making Twitter’s quickness appealing.
Most sources, including HubSpot indicate that Instagram engagement is maximized in part by posting in the evenings; more specifically, between 5pm-9pm Monday-Thursday.
For many people, Instagram is seen as a soft and aesthetic Social Media platform that is perfect for calming down at the end of the workday. For this reason, we have found that evenings are ideal for posting content on Instagram.
As mentioned towards the beginning of this post, knowing exactly when to post is unique to your business and its target market. However, if you follow the information outlined above, you will have a great head start towards leveraging Social Media for your business.
We are always excited to hear stories of how Social Media has helped small businesses succeed. So, let us know when you have had the most success posting for your business!