…Wrong I am afraid.
Our audience is savvy, our audience is now tuned into the way social media can be noisy and they have tools and ways to drown out this noise so they can focus on exactly what they are interested in.
They have installed AdBlockers into their browsers to prevent advertisements from interrupting their natural engagement with their chosen platform. They are learning, all the tricks.
The younger the audience the harder they are to engage with, they appear to tolerate less social noise. However, they are the generation that “Is always looking down”, at that shiny new screen, they are also the generation of immediacy and information is digested at a pretty hefty rate.
So, it begs the question how can we be sure we are reaching them and how can we be sure we are giving them something they are going to digest and not just scroll over?
Content must be relevant and engaging but also in the correct quantity and keeping that output in balance is not always easy. Let’s look at the top 3 social platforms and try and understand how frequency of content across all platforms needs to be different.
LinkedIn – Whether you are engaging with your existing client base, using LinkedIn to attract new business or trying to attract that next amazing employee, the frequency of the conversation on LinkedIn really matters. All content no matter which platform needs to focus on the principle of quality before quantity, and with LinkedIn that matters probably most of all. The engagement you get on LinkedIn primarily will come from the quality and relevancy of what you are posting. However, to gain a little traction from your output on LinkedIn, it is suggested that you post at least one good item every 48 hours. The method being that those who are following you will see your first post, if they interact with it, then it will be posted to their timeline, so your 2nd tier connections will start to see it. If you post something else that is relevant within a 48-hour period, then the 2nd tier connections will automatically see that post.
Facebook – Facebook is a slightly different beast, and the pace in which content is delivered, posted and absorbed is slightly quicker than LinkedIn.
As a business the usual recommendation would be to post 2 quality items a day, but I would challenge this and suggest that you start with the 2 quality posts a day, but monitor it and see whether you are actually getting any value from posting so frequently.
The simplest method of this, is post 2 posts per day, one perhaps just before lunchtime and the other just before 5pm. Measure the engagement from these posts, you can do this via the Facebook portal, then the following week increase it slightly, say 4 posts a day. During a 5 working day week, the first week you would have posted 10 posts, the second week you would have posted 20 posts.
Compare the number of likes, the reach and shares you get across both of those weeks and create an average. The main point for me with Facebook is that your business audience will be slightly different from everyone else’s, so you need to experiment a little to find out what works for that audience.
Twitter – We now move into the world of speed, Twitter is unlike other social media platforms and the rate of content consumed by a user is considered lower, because of the sheer volume of posts that user must deal with on a visit. On average people tend to follow 200 other twitter users, so to put this into context if you can image putting 200 people into a room at 9am in the morning, allowing them to talk for the day, and then you pop your head in sometime in the afternoon and now have to catchup with everything that has been said.
You need to up your frequency here to around 14 posts a day, but let’s keep it under 1 an hour. Also, with Twitter, it is consumed often outside of normal working hours, so as a company you need to ensure your posting those 14 posts anywhere between 6am and 10pm.
Your messaging needs to be obvious, in fact immediate, as the amount of screen time you get on twitter in a user’s feed is minimal. That user needs to see your post and needs to be able to digest everything you are trying to say within around 2 seconds or a glance of an eye.
There is no silver bullet with social media, there is no standard to conform to, there is no real documented script to follow to engage with everyone, the above should give you some idea of the level of engagement you need to be putting out into the social sphere, but like all marketing you should monitor it, verify it, average it and go at it again.
The amount of time you get on social platforms to convince someone to take notice and engage with you and your brand, is at best minimal and at worst immediate.
Author: Greg Harvey