We have worked with social media for years in one form or another. All those years have essentially accumulated to us creating a base of categories that should all be included in a successful social media strategy in the varying amounts depending on your company values and strategy. Some will focus more on direct sales, while others will get more out of focusing on creating a lasting impression of your brand.
For any presence on a social media, you need to be able to attract and engage your audience. Engagement is the most important metric for building and maintaining your follower base. This is why we focus on Engagement so much in our management services and this is why we have a service dedicated to delivering engagement posts to you on a weekly basis.
Engagement posts should for any business be a large portion of your social media strategy. We generally recommend that your strategy consists of 40-60% engagement posts.
The next category is information. Here you provide useful information to your followers. This is usually the category, where you link to blog posts, articles and news regarding your business. These posts should still focus on engaging your followers and should lead to content that they will find interesting. In short your quarterly report is of no interest to your followers, but news about products, the use of products and what you are working on will generally intrigue your followers.
We recommend that your information posts take up about 10-20% of your content strategy. Most should be links to your own content, but you can link to others sparingly.
This is the converting category of the bunch. This is where your sales focus comes in. Converting sales from social media is often the focus of a business strategy. Yet it should always be used with a clear understanding of your audience. They are not following you to listen to your sales pitch. A good sales message delivers value and insights that can interest your followers and peak their interest in your product.
Our recommendation is that sales messages are used sparingly and that they only make up about 10% of your content.
Brand value is important to build relationships with your followers and to give them an insight into your business and more importantly the people working in your business. This is what Brand Relation is used for. Here you can tell about everyday life in your business or allow your employees to create a post about their insights. This is all to get your followers to relate with your business as a living being and something that they can care about.
We recommend that you publish brand relation posts about 5% of the time. It should not be a lot in most businesses, but all should know the value of creating a relationship in this manner.
The last category is about your values. It is important for any business to tell your followers about your values and why this is important to you and to them. Are you engaged in helping the environment? Tell your followers about it. Do you have a special cause that you donate to or spend ressources on? Tell your followers. Posts like this can be pure gold for creating brand evangelists, so they can have a huge longterm value for your business.
It is difficult to set a certain percentage for these posts. They should not be used too often and for too many values, but a good rule is to focus them around a related event. In this time period you can easily point to this value about once a week.
These are the 5 main categories of content that we use on social media. Everyone of them are important in a business strategy, and should all be represented in your social media schedule.
Do you have questions about the categories or find that we have missed one, then please let us know in the comments.