Visibility on Social Media

Know that being visible on social media is important. We need to have better consistency with our posting to social media. Unfortunately, we find that allocating time to social media gets lost in the rush of everything else we have to get done. Also, coming up with a theme is time consuming and hard to come up with. Any ideas of what we can do?

Thoughts of the Day:  Make social media someone’s job, and make sure that person buys in to the importance of it. Identify the platforms your audience is on. Make a content calendar. Put technology in place to help manage social media. Create a mix of what you sell and who you are / what the company stands for.

If you don’t use a wide variety of social media personally, you probably shouldn’t oversee your company’s social media. Identify people in your office that understand your company’s voice and brand, and who buy into the importance of marketing and social media. Use that pool of people to select someone to manage your social media. Make sure they understand how to use a broad number of outlets and are willing to do further research on which outlets are best for getting the company’s message out. It’s important to make sure that this person can communicate well – spelling and word flow both count when speaking on behalf of the company. This should be someone who can do research, identify content that is relatable to your brand and messaging, and who can pick up relevant content from a broad spectrum of sources.

Social media can seem overwhelming with so many platform options. Take time to identify who your audience is and then do research on which platforms that demographic is most active on. The average user age on Facebook in the US is around 40 years old and up, while Instagram’s users are mostly 18 to 29 years old. You can also find out the demographics for average income, education levels, location (urban, suburban, rural), and gender.

Your content plan and voice must be cohesive and consistent, but not identical across social media. Timing and frequency are also important and change depending on the platform. Experts recommend posting 1-2x per day on Facebook, while Twitter is closer to 15x per day (this includes retweeting others). Spend time one day / week planning a calendar with posts, specials, promotions, holidays, etc. Look forward two weeks to stay organized but not stale. If you plan to share content from other sources, make sure it’s current; a 4-week-old article is likely outdated.

Automate your social media as much as possible. There are several services out there like HootSuite or SproutSocial that can help with this. While automation is important for ease of use, stay flexible. Look at incoming messages from your audience daily across the board. When it comes to high traffic platforms like Twitter, the best way to get engagement is re-tweeting and sharing articles from your Twitter Feed. Social media needs to be interactive, not boring. Consumers are looking for companies that want to engage with them.


Looking for a good book? Social Media: Strategies to Mastering Your Brand – Facebook, Instagram, Twitter and Snapchat, by David Kelly.


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