Have you wondered why your content isn’t getting the “likes”, comments and shares you want? It’s a common problem and it’s one of the questions I’m asked a lot.
Often, I’ll take a look at their social media profiles and it’s immediately evident to me.
There can be a lot of reasons why people aren’t interacting with your social media content, yet usually it comes down to the same things.
You’re not posting enough content, or the right type of content –or both. For example, one clothing boutique had more food pictures than clothing on their Facebook Page. That’s a disconnect.
It Comes Down to a Few Basics
1—Post More Often –
One Facebook Page a quarter isn’t “doing social media.” You wouldn’t show up at a weekly networking lunch once a year and expect it to drive your business.
Post a few times a week on Facebook, LinkedIn and Pinterest, throughout the day on Twitter (if you’re using it), and if YouTube is part of your strategy, plan your videos, shoot them and post as frequently as you can.
It takes planning and if you need help creating a plan, find someone.
2—Create Better Original Content –
Learn to take better pictures, craft better posts and generally train yourself to “think like a publisher.” My clients are amazed when I show them a few simple tweaks that improve their content by leaps and bounds. You can do this.
If you use Facebook for your business and LinkedIn, why not share your blog posts there?
It’s your job to let people know your business exists. Don’t rely on publishing a post and expecting customers to “magically” find it. That’s not a strategy. Many high profile bloggers recommend spending as much time (or more) promoting your post than writing it.
Here’s one way you can share your posts on Facebook and LinkedIn.
Cut and paste the URL and add it to your Facebook page. Don’t forget an interesting teaser to encourage people to click on it. “Here’s my latest blog post is NOT an interesting teaser.” Think how busy you are, would you click on “Here’s my latest blog post?” Not likely, right? So make it interesting, pull out an interesting tidbit and tease your reader’s curiosity.
Next, share the URL on LinkedIn and Pinterest (make sure you have an eye catching image.)
THEN, send part of the blog post to your email list with a link to read the rest on your blog. You’ve seen these. Catchy headline, a few sentences from the post with a link to read more. That brings people to your blog. If you’ve got a lot of good content, they’ll stick around and read more.
That’s how you build trust and credibility. Publishing a blog post is great, getting it into the hands of your reader is better.
As Woody Allen says, “80% of Success is Showing Up.” If you occasionally make posts but never follow up on any of the comments and don’t “like”/follow other Pages, you’re operating in a silo. The social web is built on interaction.
“Showing up” and participating is essential to your success. Do you remember when it was called “social networking” instead of social media? If you understand how real life networking works – you have conversations, get to know people and eventually someone refers you because they feel comfortable with you – that’s what you’re doing online.
You want to participate in conversations, share other people’s content, pick a handful of “Power Partners” you can support and generally be present.
It doesn’t have to take you hours a day. It’ll take you some time up front to get the hang of it but once you do, 20-30 minutes a day will be enough. It’s way easier (and potentially more effective) than spending and a couple hours a week driving and to and participating in a weekly networking function.
5—Think, but Don’t Overthink It
People get suck in “analysis paralysis” all the time. Then, they don’t do anything. Here are a couple of simple guidelines you can follow. Don’t discuss religion or politics on social media unless they’re part of your brand (you’re running social for a church or working on a political campaign.) Don’t deride your competition.
Keep it a positive zone, be friendly, loosen up a little but don’t go overboard. I always say, if I’d be embarrassed if it was on the front page of the New York Times, I don’t post it.
We’re in the era of “Earned Attention.”
It’s tough to buy your way in front of people (even if you have the budget) and stay there. In today’s world, it’s important to create content that your audience wants and values.
But simply creating the content and “hoping” people find it, isn’t effective. Distributing your content and making friends online who will help you distribute your content is key.
Here’s the Big Picture
Getting results from social relies on good content, great networking skills, distribution and a great follow up strategy. You don’t have to understand all of that at the outset but understand that’s the big picture view and if you start with one and add on, you’ll improve your results.