A strong social media following coupled with great content is a recipe for success. But if you don’t plan on hiring a social media management company to keep up with regular updates, engage with followers and monitor analytics, it can be a very daunting task that takes up a lot of your time. And in today’s instant-gratification-induced environment where it’s already tough to disconnect and be present in real-life moments, constantly publishing social media posts can create an even further disconnect. Which is ironic since social media has allowed the world to connect like never before.
So how can you grow your business profiles without having your head buried in your smartphone 24/7, completely disconnected from your present environment? With the right mix of automation and real-time posts.
Automate Evergreen Content
Evergreen content has longevity, that’s why it’s important to spend time creating blog posts, or simply even social media posts, that can be shared time and time again without losing their relevance. You can easily repost the same thing on a different day or time to get more views, or you can repurpose the content by turning it into an infographic, podcast, or short video. Reposting and repurposing content gives it more visibility than only posting it once, which is a win-win. You can create great content one time but promote it multiple times, reaping the benefits of it many times over.
Fill gaps in your publishing calendar with evergreen content. This way you can ensure you appear in your follower’s feeds without having to constantly publish in real-time. Getting the right mix of automation and real-time posts is key. If users can tell that your content is automated, you’re not doing it right. For example, if you schedule a post for a specific holiday, be sure to double and triple check the scheduled date. Nothing reveals your social media insincerity faster than a “Happy Halloween” post that goes live on the wrong weekend.
Publish In Real-Time For Current Events
Company events, national holidays, and other newsworthy occasions are the perfect time to publish in real-time. Instagram and Snapchat stories have become an obsession, for both the people attending an event, and for the people watching events unfold from the comfort of their homes.
These live videos give companies an opportunity to not only get attendees engaged, but also engross a plethora of potential customers who may be enticed to attend future events, visit the company website or simply share your message on their own social media account.
Snapchat has more than 10 billion mobile videos viewed per day, and Instagram’s worldwide user growth surpasses that of Snapchat; the opportunities are abundant.
Don’t Link Multiple Accounts And Cross-Publish
You may think that linking your accounts and posting the same thing to all platforms will save you time. And while that may be true, it’s actually more beneficial to cater your posts to each of our social media platforms specifically.
Use automation apps, like Planoly or Hootsuite, that allow you to schedule unique posts to each account. This not only makes your content more interesting, but it gives users a reason to follow you on multiple platforms. If followers see that you only post original content on Instagram, for example, and you cross-publish those same Instagram photos to Twitter, why would they follow your Twitter account? You haven’t given them a reason to.
Instead, invest some time in researching who your current followers are on each of your social media accounts, including their demographics, likes, dislikes, etc. and use that information to determine the types of posts that would work best on each of your accounts. Let’s say that after researching your Twitter followers you learn that a large percentage of them are price-conscious. With this information on hand, you could make the decision to share deals, promotions and announce special sales on Twitter, in order to increase engagement.
In addition, always think of the end user when creating content, if it’s not interesting to them, there is no point in publishing it. Users don’t want to see an Instagram link with no image preview on your Twitter account, that’s why linking accounts and posting the same thing across multiple social platforms isn’t ideal. It simply doesn’t make for a great user experience, and the winning strategy is to create compelling content for your followers, not merely to fill your feed.