Finding YOUR social media frequency
Sales & Marketing for Professional Services & Sales Tips

Finding YOUR social media frequency

October 14, 2013

by Tony Vidler

The final variable in this series of getting started on using social media is working out how often to post content to your chosen platforms.

Think of it as “finding YOUR frequency”….

Generally speaking your objective will be to find that balance of being present, or having some top-of-mind positioning in your prospects minds, without being a nuisance.

Getting the frequency of posting content wrong can certainly be a nuisance to others at one extreme, but being forgotten in your absence is an appalling waste of energy and opportunity.  So somewhere in between “nuisance” and “forgettable” is an ideal balance.

The easiest way to consider what might be a reasonable balance is to consider your target audience carefully, and if you understand how their world works in terms of the amount of information they are exposed to in their daily lives, and the type of burning questions they want answered or topics that they find relevant, you will quickly find roughly what balance is right.

Remembering that you will barely register on the markets radar screen within the first 3 months of using social media to promote and share content, this is the time to test and measure which frequency is most effective.  Just like an old transistor, you need to constantly fiddle with the settings at the beginning to stay on station until you have it right.

The burning questions for most professionals moving into digital marketing though is:

how often do I need to post things on social media?

Begin with a frequency that you think is just a little light…a little bit short of the ideal.  Give yourself the opportunity to build up the frequency as and when market engagement is triggered and demand is rising, rather than having to apologetically scale back at some point.

Some general considerations though:

For B2B target markets:

  • Professional Service industries live in information overload.  To simply get attention you have to provide quite a bit of content – but it has to be highly relevant and good quality.
  • Retail businesses tend to be struggle to keep up with information flows, so less volume works a little bit better.
  • Manufacturing businesses absorb enormous amounts of highly technical information anyway, so lighter business material a little less often is more likely to resonate.

For B2C target markets:

  • Executives live in information overload too….pertinent, relevant and concise information delivered reasonably frequently is good.
  • White collar workers are generally quite discerning about what they will spend personal reading/social media time upon, so quality over volume is the answer.
  • Anyone else…light ‘n easy does it.  Images, graphics, quick and easy reading – and not too often.

Here are some examples of what might be a good balance to begin with:

Scenario:  You want to do business with professional service firms.

Ideal mediums that you have selected:  e-zine newsletter; LinkedIN; Twitter, Blog.

Probable ideal frequency to begin with:

  • concise e-zine (max 4 articles per e-zine, including one of your blog posts)  every 4-6 weeks delivered via email.  Focus on personal development; strategic thinking; trends; Sales & Marketing ideas.
  • a post daily (weekdays) on LinkedIn on your personal profile- and the development of a company LinkedIn page together with establishing a Group for your target market/community.  Focus: new business ideas/new thinking. The company page might get 2 posts per week, and try to create 2 good conversations per week in your group.  Company page and personal page share your blog posts.
  • 3-5 tweets per day.  Curate the majority, but ensure any of your own content features about a third of the time. Be highly engaged in 1:1 responses and conversations.
  • Blog 1 x week.  It doesn’t have to be a long post, but part of establishing authority is a consistent presence and writing knowledgeably for your target audience.  Consistency is critical; validity is vital – but length is optional!

Scenario:  You want to do personal business with mid-level managers in Small-to-Medium Enterprises.

Ideal mediums that you have selected:  e-zine newsletter; Facebook; Youtube.

Probable ideal frequency to begin with:

  • e-zine every 10 weeks, consisting 4-6 articles; plus listing/hyperlinking to Youtube uploads
  • Facebook posts max 3 x per day.  One “how to” or relevant business content – but not dreary economic news pleeeez! – one light/entertaining item (e.g. funny picture/cartoon); one motivational quote or interesting piece of trivia. Also ad in any Youtube posts!
  • Youtube:  1 quick video per week aimed at making customers lives easier (e.g. a self-produced  “Camtasia” video showing how to find the carpark; or explaining common forms; etc).  1 self-produced team/principle video giving quick news/relevant client info update every month (e.g. “here are changes you should be aware of…and what they mean for you”). Over the course of 6 months build a series of professionally produced video’s for your website/youtube channel introducing key people; discussing the firms philosophy/aproach, etc.  Post to Youtube every 2-3 weeks as produced.

The vast majority of the curated content you would want or need can be found on LinkedIn or Twitter already – so share that with full credit to the original authors.  It is worth remembering that nobody starting down the path of digital marketing needs to create it all and deliver it all in one seamless package to begin with.  Deal with a single medium at a time, and when you think you have that pretty right, then begin on the next…in no time at all you will have a constant marketing system, and you will fine tune the dials while doing so and land on just the right frequency in no time at all.


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