Recently I started taking things way more seriously and my blogging included. I pour my head and heart into this and I would really love to say I own a successful blog. Even if I reward myself after long day of work with blogging, some of the parts, like social media, suffers.
And yes, spontaneous photos are very nice, but since I work at home, and the weather outside is terrible, sometimes weeks might pass until I actually make those spontaneous photos. So not to only have a consistent blog posting schedule, I decided I need a social media strategy and schedule too.
Why you need a social media strategy?
Remember the days when you posted something on Facebook or Instagram just for fun? Well, obviously these days are over. We, as brands, have responsibilities now. People who like and follow our social media expect something from us. It is like that “I like your work – keep it up” kind of support.
So I know we are all busy, so making a decent strategy will help you spend less time on thinking about social media and helps you make sure that your followers are happy. And that you keep them reminded of your existence every so often.
How do I make a social media strategy?
THINK OF YOUR GOALS Making goals in any business is crucial. So let’s take your social media numbers. Let’s have a particular date. Either it’s a year, 6 month or maybe three month plan. Imagine a realistic number of your social media followers and write it down. Let’s say I want to have 2 000 followers until my birthday. I will be happy with this number and I want to achieve it.
ANALYSE YOUR AUDIENCE Imagine your perfect audience. What they are interested in? What they would like to hear from you? Write it down as a cloud of ideas, this will be your goldmine. Think of yourself too. What are u most interested in? Maybe you had some questions that needed to be answered, or some articles that really helped you in some way? Think outside of your box. Maybe you blog about entrepreneurship, but you are also interested in interior design? Well so am I! Maybe you also love to cook on weekends? Yes, me too!
BE TRUE If you don’t really like the product, don’t promote it because a company pays you to. Why? Because first of all, your followers feel it, second, if you don’t like it, they might not like it too, third, they might as well be tempted to buy the product, they buy it and they might be really disappointed with the product, so they lose trust in you. Be as true as possible. We might add some glamour to our lives, but don’t pretend to be someone you are not. People want relatable. If you are having some difficulties, they might as well have it too.
BE ORGANIC Be human. Don’t be a robot. Ever. Don’t ever talk at, talk to. Be humble, be great, have emotions and make mistakes, and then talk about them. This is what humans do. Don’t blame others, tell true stories, let them feel there is actually a human behind your work. This is the way I communicate with my clients, and they communicate with me. We always tell each other if we are happy with our work, if we have troubles, and are always open to suggestions.
SCHEDULE In a perfect world I suggest you scheduling your posts for social media for at least a week ahead. You spend some part of your Saturday brainstorming, planning and taking photos for social media, you get them ready to be posted and my,oh my, this would make your social media life so much easier.
80/20 Social media marketers highly suggest to use this 80/20 rule, which means that 80 percent of your post should be communicating with you audience and rest 20 percent is selling your product. Why? Because simply just flooding your social media accounts with adds will feel boring to your customer/audience.
80% – But what counts as not selling? Well lets take you have this product or service you actually get paid for, in my case is design and photography, so I have a blog, complimenting my main business in some way. The blog is for sharing and my goal is to give valuable information for free. So whenever I post something from my blog, I don’t directly sell anything. This counts as my 80 percent.
20% – I like to directly remind to my followers that I do some business too, and since I don’t sell product – I sell service, this is not that easy. I like to think of it as sharing my finished projects. I don’t want to rub it in their faces too much, but subliminally getting my services into their heads, that when they actually need services they would think of me. I am not sure if it’s right, but as long as it works for me, I am pretty happy.
MAIN & COMPLIMENTARY CONTENT – This one actually how my mind works. Since 20% of your feed is selling, I count that out, and the rest 80%, I divide into main and complimentary content. Main content is what I post on my blog. Complimentary content is what I share, behind the scenes, my work desk, my life… I call it complimentary content, so that if my main content is about social media strategies and I am planning to release it, my complimentary content be something related to it, like “working on a new article for my blog” and my work desk with a hint or article being written (I am not that good with real life examples, so bare with me). That is complimentary.
SHARING Many social media marketers also suggests sharing some relative content from other sources. They also suggest sharing some trending content. This generates a lot of attention, but be sure so stay true to yourself. I prefer to have my own twist on this, and not share trending content – if something is trending, I suggest you create some content around it. Your content.
WHAT YOU CAN SHARE I honestly think that there is no formula for this. The key here is to always think of your audience. Go to the point where you analysed your audience and always follow that. For example, I imagine my audience to be craving for fabulousness, very creative and independent, interested not only in their field, but many other creative fields. So I love to share when I go to fabulous events, along with some interior shots, maybe some delicious food (because we all love delicious food), some occasional style things, but work things too (because we all have to work). I want them to relate to me in the way that we all work, but when we don’t we go eat, we have fun, we meet friends and other things.
WHAT YOU CAN’T SHARE Well I always think about this is the way I want to be known by. I don’t like controversial content, because even if I am pretty open minded, I like to keep my beliefs for myself. Unless you are all about that – fighting for human, animal and unicorn rights. But I think the saying “There is no such thing as bad advertising” doesn’t really apply to creatives, so be sure to think before you post, like or comment.
WHEN TO SHARE There are tons of articles on when to share on each of your social platforms, but it truly depends on your audience. So believe in one thing – analytics. Those are the real numbers. And follow that. Some people say that the worst day to post is Sunday, but I believe that there is no such thing. I imagine my folks siting at home on Sunday while it’s raining outside and scrolling trough some social media.
HOW TO OPTIMISE Every social media has different sizes of pictures, so be sure to optimise your pictures for all of them. Because we want to use that extra space to make our pictures as big as possible without making them giant size.
WHEN AND WHY IT’S TOO MUCH Well, we all have that friends, that flood our social media with theirs posts, links or shares. We just unfollow them usually. So don’t be that person. I think that you should max post three times a day, and u can reshare your content max to three times (better in three different ways). But it is not a rule, you can have your ways just be careful.
I am soon releasing Part 2 of social media strategy, with some printables too, so be sure to stay tuned!