Reason #8 Why Your Social Media Sucks: Not Posting Often Enough
Welcome to our new series “Top 10 Reasons Why Your Social Media Sucks,” where we point out many common mistakes that prevent businesses from reaching the full potential of their social media marketing. Stay tuned for more missteps, errors, faux-pas, and boo-boo’s every Monday and Wednesday ’til the list runs out!
Last time we talked about the problems around posting too often, but much more common is the flipside of that: not posting often enough.
Chances are you started your social media marketing journey brimming with ideas of cool content to share with your beloved followers. Fast forward a few weeks and those ideas become few and far between … not to mention buried under a pile of meetings, conference calls, deadlines, and other facts of business life.
Remember, one of the goals of social media marketing is to stay prominent in your audience’s minds. And when you let your posting lag on your blog, Facebook, Twitter, LinkedIn, and other social networks, it’s easy to slip from “front of mind” to “out of sight, out of mind.”
The consistent care and feeding of your social presence is one of the biggest challenges you’ll face in your social media marketing … but with some planning and discipline, you can easily handle it.
Start thinking of your social media presence as a prize race horse. You can’t feed it once a week and expect it to win you any races. A winning social presence, like a winning horse, takes a daily dose of TLC.
Believe it or not, you do have enough ideas and enough time to keep your social presence in top condition. All you need is a solid plan, in the form of an editorial calendar, and the discipline to follow it.
The term “editorial calendar” may sound scary to you, but it’s really just a rough schedule of when, where, and what you’ll be posting. Sure, social media is all about real-time and fresh topics will pop up every now and then, but you need a plan for the many, many “slow news days” that fall in between.
Think of your editorial calendar as a safeguard against those awful moments sitting in front of a blank screen wondering what the heck you’re going to post today. And make sure you build in strategic content to support your marketing plan, like posts related to trade shows or product launches.
Then pull out your calendar (your regular calendar) and schedule in 15 minutes a day to devote to your social presence—and stick to it. If you have a solid plan in place, that should be all the time you need.
- Check out The Moosylvania Blog’s excellent post “An Editorial Calendar Template for You (And Your Sanity)” for detailed advice on creating your own editorial calendar and a ready-to-use Excel template.
- Get your team together and brainstorm ideas of topics for posts on your blog, Facebook, and other networks. Remember to include fun, interactive ideas like “Trivia Tuesdays” or “Fill-in-the-Blank Fridays.”
- Add to your idea bank by surfing the content posted by businesses in complementary industries who maintain a successful social presence.
- As always, ask your audience for feedback on your posts and ask for their ideas on what they’d like to see in the future.
So, what are your thoughts on the best ways to keep the magic flowing on your blog, Facebook, Twitter, and other networks? Tell us in the comments—we’d love to hear from you!
Read earlier posts in the series:
- Reason #10 Why Your Social Media Sucks: “It’s All About Me”-ism
- Reason #9 Why Your Social Media Sucks: You’re Posting Too Often
Are you holding back from social media because of something “they” say?
In our free ebook, Top 10 Myths About Social Media for Business, we bust some of the most common misconceptions about social media as a marketing tool for small and medium-size businesses. Download your free copy today and get the scoop on the so-called “conventional wisdom” that could be standing between your business and social media success.
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