It’s now a widely accepted fact that social media is an integral part of a company’s marketing strategy. Most business owners know they need to be active on social media — but it takes a lot more than just simply throwing up a post every so often to be successful. That’s why it is a smart idea to hire the pros to do it, but even then, you may have some questions about the choices they’re making.
Today, we’re sharing the answers to some of the frequently asked questions we get from clients about social media. Here are five things your social media manager wants you to know.
1. Social media isn’t all about sales.
Business owners want to know if the money they are spending on social media is leading to sales — which is totally understandable. You don’t want to spend money on something that isn’t generating ROI, right? However, social media is a little different than any other form of advertising. Here’s how: social media is all about building relationships with your audience. Sure, you can throw up a promotional post every now and then, but that’s not what is going to keep your customers engaged with your posts.
Here’s a little secret about the Facebook algorithm — brands that a person interacts with the most will show up higher on their newsfeed. Simply put, if you aren’t posting content that’s relevant and helpful to your customers — and you’re just pushing your product — very few of your followers will see your posts. As a general rule of thumb, try to keep “sales-y” posts to under three a week, and focus on sharing relevant articles, helpful blog posts, testimonials, photos of your team, and other engaging content instead. Make your social media pages a destination for people to gain valuable information, and build relationships and brand loyalty by interacting with your customers in the comments section.
2. Oversharing is a thing — and it can kill your engagement rate.
A lot of people think that more posts = more engagement. This is simply not the case. If you are bombarding your followers with posts, they can experience ad fatigue — something that happens when a customer grows tired of seeing your posts. While there are certainly times when posting twice a day on Facebook is appropriate, we usually don’t recommend posting more than once per day. Instagram best practices are a little more lenient, and Twitter is a free-for-all, so you can tweet as many times as your heart desires.
The point is: if you post too much on Facebook and Instagram, you’ll see a dip in your engagement rate. Instead, focus on creating quality content and making sure every post is engaging.
3. You’ve got to pay to play — but a little goes a long way.
That rhymes. Remember it. Keeping your social media profiles active with quality content is only half of the battle. The (albeit sad) reality is that if you aren’t putting money toward advertising on Facebook, the only people that will see your posts are people who are already following your page. So, if you’re posting three times a week and not seeing any growth in terms of followers, that’s why. We know how frustrating that is, but here’s some good news — it only takes a small budget to grow your following and engagement on Facebook and Instagram. There are two ways you can do this:
- Boosted posts. These are posts that are already published to your page that you can “boost” for as little as $5 to show your content to people that don’t already “like” your Facebook page. You can use Facebook’s targeting tools to ensure that you’re showing your posts to the right audience. Also, if you have an Instagram page, you can set it up to where the same post reaches your audience on Instagram. (That’s a little bonus to Facebook owning Instagram).
- Facebook Ads. Want more Facebook page likes? This is how to get them. We consistently see great results from our Facebook Page Likes campaigns. They are great for any business that wants to grow their following (A.K.A. the number of people who see your posts organically). There are many other types of campaigns you can run in addition to page likes: you can increase traffic to your website, generate leads, show a post to as many people as possible, and more. Spending as little as $100 a month will do the trick and give your social media pages (and your brand) a boost.
4. You don’t have to be on every social media platform.
Don’t spread yourself too thin. While it might be appropriate for certain larger companies to be on almost every social network, this isn’t the case for the majority of our clients. Choose a few social media platforms that fit with your brand and messaging, and stick to those. Aside from Facebook, which every brand needs to be on, you should be selective with your platforms. If you need help, read over our simple guide to choosing the right social media channels for your brand.
5. Good things take time.
“It’s been two weeks. Why am I not seeing the results I expected?” This is a question we get from our clients from time to time. The truth is, there’s no special blend of herbs and spices that will give you social media success overnight. Increasing your following, boosting your engagement, and building a community on social media takes time; but with consistency, engaging content, a tight strategy, and a little patience, you’ll start seeing those results.
Social Media is Complex
There are a lot of misconceptions surrounding social media, but we’re here to help clear things up. Still have questions? We’d love to answer them, so get in touch with us, or take a look at some of our other social media resources below.
For further reading: