Social media. It’s on every marketer’s mind, but no one really knows who to make it succeed cost-effectively. For many, it seems like an endless effort with nebulous results. Businesses often fail in their social media efforts because there is no structure or commitment. There are no immediate results, or the goal ends up being more difficult to attain than previously thought, the effort goes by the wayside and forgotten. Very few people can simply choose to be active in social media and stick with it.
Here is a set of daily pointers to help you achieve “the plan”.
#4: Create Useful Content
Like you, your fans don’t want to be sold. They want a conversation, or something that is beneficial to them personally. They don’t want to hear how great your company is, they already like or follow you. They don’t want sales numbers, they want industry news and thought leadership. A good rule of thumb is to talk about your customers and your industry 80% to 90% of the time, and then discuss your own business. That means you need to start a blog, write white papers, explore trends, release case studies and create infographics.
Post frequently and do it consistently. Your ideal goal should be some kind of content every couple of days or so. Avoid going longer than a week without posting. Thorough, in-depth articles and papers will position your business as an industry expert and thought leader, and keep your fans and followers (and even competitors) looking to you.