This weekend we celebrated 12 years since Mark and I first met. We reflected on all the things we’ve done, places we’ve been and generally reminisced – as you do! Back then, we used text messaging, email and MSN messenger to communicate (as well as lots of land line calls – lols!) and I can remember how exciting it all was. I think that if it had been one-sided with me messaging him all the time and not getting a response (or vice versa!) or getting several texts in a row and then hearing nothing for days, our relationship would not have flourished.
It’s the same with your target audience, you are building a relationship with them. Getting to know one another and regularly communicating is important. As is responding to comments/messages etc in a timely way.
Whether you publish to your social media platforms every day or once per week, it’s crucial for you to choose and adhere to a plan. I often say, “Find a schedule that works for you and stick to it!” The social media posting strategy needs to work for you not the other way around. So, decide what is ACTUALLY achievable and stick to it.
But why? Here are my 3 reasons…
- When your content quality, quantity or schedule isn’t consistent, it can confuse your customers. Keeping with a regular strategy not only helps create a better customer experience but it also helps build credibility, reputation and brand trust.
- Consistency can also impact your bottom line. According to Techipedia, consistent brands are worth 20% more than those with inconsistencies in their messaging.
- Not only do you not want to confuse your customers; you also want to train the algorithms too.
Let’s look at Facebook. The algorithm ranks the posts each user sees in the order that they are likely to enjoy them, based on a variety of factors, known as ranking signals. According to Hootsuite:-
Ranking signals are data points about a user’s past behaviour, and the behaviour of everyone else on the platform, too.
For example: –
- Are people sharing this post with their friends?
- How often do you like posts from your neighbour?
- From your mum?
- Do you often watch live video?
- What’s your favourite Facebook group?
- How many posts are, theoretically, available for you to look at, right now?
- When were they posted?
The algorithm weighs many different factors simultaneously. Facebook mentions three major categories of ranking signals:
- Who a user typically interacts with
- The type of media in the post (e.g. video, link, photo, etc.)
- The popularity of the post.
According to Facebook, pages that post often are more likely to be meaningful to their audience. Therefore, posting frequency is a ranking signal that can affect how high up in the newsfeed your posts are placed.
What’s the answer?
A social media content calendar is a great tool to help you achieve the kind of consistent quality that will keep your audience engaged and attentive and keep the algorithms happy too!
Creating content doesn’t have to be a difficult or complicated process, but it does need to be consistent and valuable to your audience.
Start by creating a shared document that holds all of your content ideas and a specific publishing schedule. I use a mix of pen and paper plus Trello. That works for me, but experiment with works for you.
If you’d like my free plan for social media posts in August or you’d like some help creating a strategy that works for you and your business, please drop me a message.