Why is it important?
Once you’ve chosen the best social media channels for your business, you need to make sure they are getting results. Ask yourself three basic questions:
What should I post?
How often should I post?
When should I post?
What you share on Facebook should not necessarily be the same as the content you share on LinkedIn. Each platform has its own style and tone. Facebook is meant for sharing and engaging in less formal conversations, whereas LinkedIn is very much business orientated. Try to avoid content on LinkedIn that uses slang words and abbreviations as it can make your business look unprofessional.
If you post too infrequently, your audience will forget that you exist. Finding a balance between posting enough, but not so that it’s annoying will depend on the platform. Twitter is meant for short, quick updates, so is most valuable at 3-5 posts per day. However we all know social media is time-consuming so even a fraction of that can still work for you providing the content is good. The ideal upload frequency on YouTube is one video per week, but again even one a month is fine. Your channel should be active, without overwhelming your subscribers with too much information.
Post content during peak hours and days — for your audience. The key to successful engagement is to post when your audience is most active. Posting at 6am on a Saturday is unlikely to get much activity as your audience will not be at their most receptive. Posting at lunchtime in a weekday will likely attract engagement as it’s when audiences are most active on social media.
Here is a summary of how to get optimum use out of your social media platforms: