Posting With Purpose – A Simple Way To Build An Effective Social Media Plan For Business
Managing a social media account for business.
It’s a tactic on everyone’s “must do” marketing list -but -WHAT to do with it is one of the most frequent questions we get from businesses and organizations alike.
If you are searching for a way to get organized and focused with your social media marketing channels – here’s an easy way to plan and organize activity to help you post with purpose.
Assuming you know the the type of people you’re looking to attract and the types of goals you have for those audiences (there’s help here if not), you can plan ahead by using the following categories as a guide for your posts.
Three Key Categories Of Your Business Social Media Posts
The simplest and easiest way to generate social posts as you’re simply sharing articles, images or videos that already exist somewhere else.
Community themed posts promote items of general interest for your target audiences. These posts should not related to your business or organization. Community posts typically don’t include anything about your company – you’re simply sharing and spreading goodwill. Community posts are an excellent way to tag others and use hashtags as this will help increase the visibility and impact of the post by introducing it to potential audiences of other social media accounts.
If these posts contain a link, it will generally link to an external source and not your business or organization’s website.
Common topics related to Community Type posts include:
- Interesting news articles
- Relevant studies or research articles
- Quizzes or contests
- Promoting an event or cause
- Celebrating another’s milestone or achievement
- Sharing trivia
These are posts promoting the inner workings of your business. These types of posts allow you to put your mission, your values, and your vision into action in a tangible way. By nature, these posts typically would be self sufficient in that they contain text, photos or video. They would not usually link to an external source. An exception would be highlighting a particular employee and link to the employee page on the Institute’s website. The key here is to be yourself – show sincerity and authenticity. Be visual and casual and help to share a little of the flavor that makes your company, its people and your processes unique and special.
Common topics related to Culture Type posts include:
- showing a process
- demonstrating equipment you use
- showcasing employees
- going behind the scenes,
- events and celebrations
- candid moments at work
These posts typically feature a call to action and has everything to do with how you make your money. These posts are singular focused and will usually point back directly to a page on the Institute’s website. The key here is to be targeted and specific and show value, reason and benefit to the end user. You’re asking the audience to act on something specific (purchase, volunteer, donate, register, etc) and you want to be very clear and straight forward so that you can get the greatest level of understanding in the shortest amount of time.
Common topics related to Commerce Type posts include:
- Selling something specific
- Asking folks to register for an event
- Seeking donations to your organization.
- For B2B and serviced-focused companies, this could also include highlighting a particular service, expertise, testimonial or case study
3-2-1 Ratio In Social Media Planning
When you’re putting together a posting plan, you’ll want to use a mix of these categories in a regular basis. Utilize a rotation that makes sense for your organization. We suggest a 3-2-1 ratio to keep things simple at first.
The 3-2-1 ratio is three community posts, two culture posts and 1 commerce post. Depending on your posting frequency, this could be a day or a week. This ratio is not meant to be a fixed rule but rather a starting guide to helping you plan for an effective posting schedule.
Once you get going, review regularly to see what kind of interactions (shares, comments, likes, clicks, etc) various posts deliver. Map the components to see what higher performing posts have in common and do the same for low performing posts. Learning and adjusting on a regular basis will help you learn what your audience prefers and which kind of posts help you move closer to your marketing and communication goals.
The 20% Rule Of Social Media Commerce Posts
Keep in mind that your goal for social media is two-fold:
- Increase the reach and impact of your business and organization
- Learn from and add value to connections made
You’ll want to share interesting, relevant and meaningful content and not be a pressure salesperson to your social audience. The ratio we mention above keeps your commerce posts to under 20% of your overall activity. That’s a good benchmark to aim for.
Paid posts and sponsored activities is where you can increase the frequency and impact of your commerce posts on social media platforms. But for general timeline posting practices, it’s best not to be selling more than you are sharing.
More On Social Media Management Services
Looking for more help managing your business’s social media accounts? We offer guidance, strategy and posting help with Social Media Management packages shown here.
Being prepared always makes social media posting more effective and less stressful. For some basic tips on crafting your posting calendar see our article titled The Content Calendar: A Structure to Reduce Stress! here.