I work with many small business owners who really struggle to figure out which social media channels they should invest time and money on and how to juggle posting content on all of them.
Having a business presence on Facebook, Twitter, LinkedIn, YouTube, Pinterest, Instagram, Periscope, Reddit, Jawbone, Voldemort, Cherry, YellowCar, Geppetto, MilkyWay, Gimbo, Espresso...(you get the gist) isn't going to be beneficial to anyone - not YOU or your customers. Instead, do some research on where your customer avatar (your ideal customer) is hanging out online and invest your efforts there. (Or, consider having a discovery call with a coach from UntapSocial to figure out which ones you should be on.)
Your content strategy doesn't have to be difficult if you have a concrete plan and a little guidance. Here are six key ingredients to managing multiple social media accounts for your business successfully.
The key is not to spread yourself too thin.
The worst thing you can do is set up a profile and leave it high and dry because you're juggling too many balls in the air and don't have enough content to keep them circulating. Instead, choose two or three social profiles your business should be on, and do them well. Make a concerted effort to maintain a consistent, active, and engaging stream of content. Creating a weekly posting schedule can help tremendously.
Carve out time each week.
Block out time in your calendar the Sunday before or on Friday afternoon to find and queue up content to post for the coming week so each profile is well represented. The content you post on each social media profile should have a nice balance of self-serving and industry-related information. Too many tweets about your recent press hit could turn your readers away, but too little won't educate them about your business, your services and special offers. Don't be afraid to double up either; posting your newest product or service on your Facebook page and your Instagram profile will reach different audiences.
Understand that each platform is similar but not the same.
Like ski trails on a mountain, social networking sites ultimately take you to the same destination but their routes, or methods, differ. That said, certain content performs better on certain social sites than others. If you run an IT services company, posting your latest success story will most likely resonate better to a Twitter audience than on Instagram. Similarly, a nutritionist running a 30-day cleanse program will benefit from starting each morning by greeting her Periscope followers rather than on Reddit. Yes, it's important to diversify where you post; however, know that your content may perform better or worse depending on where it's posted.
Don't post something just to post something.
Your viewers will only return to, Like, and recommend your social pages if you're consistently producing information that is valuable to them. If you're scrambling for content or spamming them with junk, they'll turn and run. Broaden your collection of industry publications that you pull content from and get creative with how you portray your offerings. Exercise a quality over quantity approach, and you'll position yourself as an industry leader your networks will come back to.
Use a scheduler.
There are a bunch of tools out there that can help you automate this process. Bufferapp, Hootsuite, Edgar and SproutSocial are some of my favorites. Many offer features like post performance analytics and suggestions of optimal posting times. Or, if your business is on Facebook, use its scheduling tool, which is free. Take advantage of these auto-posting tools to save yourself a ton of time.
Be kind to yourself.
If you forget to tweet one day or your schedule was so crazy it didn't even allow for a bathroom break (that's too bad) let alone posting, that's totally OK! Be kind to yourself and pick back up the next day. No harm done. Now, that doesn't necessarily mean go crazy the following day to make up for lost time. Stick to the quality over quantity approach and make sure your posts are meaningful to your followers.
Put simply, you should craft your content strategy to be a well-oiled machine. Once you build its structure and set up a weekly posting schedule to produce rich, quality content consistently, it'll be easier to maintain.
What challenges do you face in managing your business' social profiles?
List them in the comments section below and we will respond to you with some free guidance to make it easier and less painful.