Scribbles + Spade

What Should Companies Post on Social Media?

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Navigating how to post on social media in a professional way can be a little funky. After all, your public persona isn’t really the same as you-you. Instead of talking about your personal interests, you need to come onto the scene as your brand/company/business. That can – and probably should – look and sound a lot different than your private accounts.

Of course, you don’t want to be the weirdo who showed up to the cool pool party wearing a blazer and fancy shoes.

You’ve got to understand the setting. And you need to know what you’re actually trying to accomplish. Is this really about being “social?” Or are you just trying to make a “sale?” Ideally, it should be a little bit of both! But that’s easier said than done.

First things first. Companies need to know their place on social media. That means picking the right venue for what you’re all about. Are you trying to connect with homeowners, or business owners? Do you want to build relationships with millennials or seniors? And how about your own style of communication? Do you have lots of pretty pictures to share? Or are you more into sharing “words of wisdom” and thought leadership when you post on social media?

The point is, think critically about where you want to put down your social media roots.

Companies should never feel pressured to tackle every social media platform at once. If you don’t want to be on Twitter, then don’t be. Or if you’re not interested in Facebook, then check out LinkedIn instead. You don’t have to be everywhere at the same time. Good social media marketing is about finding the right places that make sense for your brand.

After you’ve identified what’s going to be “home base” for your brand’s social media presence, it’s time to start brainstorming content! This is the fun part. (It’s also why you started reading this blog, right?) Quite fun. Yes. Figuring out what to post on social media is delightful. Allow us to share some of our best tips.

Helpful Tip: Outline all of your top industry questions.

Providing education is always welcome on social media platforms. You can make good use of your time online by dispelling some common myths for your would-be customers and clients. Think about the common questions you’re already answering on a daily basis. Starting with those types of posts can be a win-win for everyone.

You’ll be offering value and insight, so that’s good for your target market. Plus, it can help move the sales process along for your team. If people have already found answers through your company’s online profiles, then you’ve already started to build trust with those prospects. Bravo!

Another Idea: Share useful content from others in your network.

How your company will post on social media doesn’t need to always be about your specific products or services. Give shout-outs to another great business. Celebrate a new company opening in your town. Shower sincere praise for your team’s favorite lunch spot, local coffee shop, or a fantastic nonprofit that supports a cause you’re passionate about.

Just remember to be thoughtful. Quality over quantity. And also, stay consistent. If you’re thinking about posting something that doesn’t really relate to your brand and mission, then it’s probably better to share that thought on your personal accounts. Keep it professional.

One More Thought: Post your blog articles. 

Social media posts are designed to be pithy. If you have longer-form content that you’ve already created on your website, be sure to share that on your social media channels as its own “bite-size” post. You can pull quotes directly from your own blog article, or you can invite your contacts to head over to your website to read the whole version! Write up a nice little introduction for your social post, then add the blog article link. And who knows – maybe they’ll start poking around the site to learn more about your company and process.

When it comes to content creation for social media, you’ve got infinite possibilities. Still feeling stuck? Well, there are plenty of people who can help! Stay on-brand, keep things clean, and make sure your accounts are about providing value. Good marketing is about building relationships. Establish that first, and then the sales are sure to come.

Happy posting on the interweb! Give us a shout if you need a hand.

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