As someone who talks to business owners every day about their digital strategies, I often get asked this question. Businesses want to be present and to engage through social media, but the best way to do that isn’t intuitive.
Many studies have been done on how often to post and on the best time to post and lots of data is available for anyone who takes the time to google it. But the question of what to post isn’t as straight forward.
At Hookd, we advise our clients to think about online posting in the context of a “Rule of 1/3’s”.
About Your Business – One third of your posts should be about your business. After all, it is your business that you’re promoting, and driving engagement around your business is logical. Examples of posting about your business can include announcing upcoming events, sharing promotions or highlighting important benchmarks. Sometimes it’s as simple as featuring a photo of a new product, or of employees in their day to day activities.
About Your Industry – One third of your posts should be about your industry. Don’t forget that you’re an expert in your industry and that sharing knowledge is a great way to engage with an audience. People enjoy learning new things, and getting a “backstage” view of another industry can really pique people’s interest. Things to consider? How about current industry trends, commonly misunderstood practices or even current challenges being faced in the industry. Just remember to keep it succinct, relevant and uncomplicated.
About Your Community – One third of your posts should include community interests. For small businesses in particular, the local community is a big part of who we are. Why not share those community interests and happenings with others? When you’ve supported a local organization, volunteered at a community event or contributed to a local non-profit, consider sharing those moments online. Keep in mind that doing so allows others to learn about the values your organization espouses.
Most of all, don’t let your unsureness of what to post cause you to do nothing. Start somewhere. Start small. Learn what your audience responds to. Over time, it will become easier and might even become a fun part of your daily routine.