Don’t make your social media an afterthought.
For too many companies (especially small businesses), social media is at the bottom of the priority list. Sometimes it might not get done at all. Or it gets assigned to the boss’s neighbor’s kid as a favor because “they’re good with computers.”
This isn’t a recipe for social media success.
If you want to reap benefits from social media, you have to be intentional. Treat it like a relationship you’re trying to build — put in effort, listen, have conversations. Don’t just use it to push the occasional update.
Here are the three intentional steps for growth through social media.
1: Be consistent
The single most important factor for social media success is consistency — in timing, in type of content, in audience focus.
First, define an editorial calendar and stick to it. Yes, there’s room to be spontaneous — but success is built on a foundation of consistent content updates. You don’t want people to forget about you. Different platforms have different post cadences that work — though sources vary, a good guideline is 2-5 times per week on LinkedIn, 1-2 times per day on Facebook, 3-5 times per week on TikTok, 3-5 times per week on Instagram and 2-3 times per day on Twitter (X).
You need a good mix of content. We recommend a framework we call PII™ — Promotion, Information and Inspiration. You should include ALL of those content types, but your audience will determine the best mix. Find a ratio that works for you and stick to it.
Finally, make sure you’re not leaving social media platforms to wither on the vine. You don’t want a bunch of inactive accounts; if you don’t have time to keep it up, don’t post on the account. For most small businesses, coaches and consultants, focus on 2-3 platforms total.
2: Monitor
Social media is a conversation, not a loudspeaker. That means that just like in a personal conversation, you can’t just push your point — you’re listening, adjusting on the fly to the other person’s responses and expressions, building rapport.
That means monitoring.
Watch your analytics. Each platform has its own analytics suite built in where you can see how many people are seeing and interacting with your posts. This is vital knowledge. Keep an eye on your posts. See which ones take off and which underperform — then tailor your strategy around the ones that are more successful.
3: Engage
Conversations require both parties to talk and listen. Social media is exactly the same. The path to success involves listening and talking back.
Reply to comments, even if they’re negative. Show you care about users’ comments and that you’re a real “person” (even if you’re a brand) that wants to build a relationship with them.
Participate in the larger conversations in your communities. You’re probably part of more than one. For example, if you own a local coffee shop, your town is your community. But so are the other coffee shop owners in your area. So are the small businesses around you who have mutual interests. So are the brewers, roasters and shop owners around the world who are pushing your craft forward. Show yourself a good citizen of your communities through conversation, supporting and commenting on others’ posts and sharing valuable insights. Show your unique and valuable perspective. “You” are a powerful asset in your marketing effort … an asset that the competition, AI or big box brand doesn’t have.
Relationships Take Work
If you’ve been treating social media as an afterthought — or just as a megaphone for announcements — stop. Talk to your community, listen to what they have to say, provide value and create an environment where they feel comfortable connecting.
Use these 3 steps. Be intentional about your social media and create a relationship with your community. You’ll be glad you did. Need a hand? We have many clients who rely on us for social media strategy and content … don’t hesitate to reach out. Just drop us a line, anytime.
Best Regards,
David Brandon
Copywriter
Rainmaker Digital Services