When posting, it is important to keep posting regularly so that your customers don’t forget your brand and so you can build trust and establish a relationship with them. Setting a schedule will help with planning when to post - scheduling software such as Hootsuite is very helpful here.
It’s also important to provide value to your followers. The way you communicate is less important than the value of the content itself. You may have a highly engaging writing style but the bottom line of communicating with an audience is providing a unique point of view that will ultimately provide value to your audience or answer a question they may have in their mind.
It is important to provide something different rather than just rehashing old content from around the web. Usefulness can take many different shapes and forms so you need to work to your strengths - think about:
- What are the things my business has expertise in?
- What do I know a lot about that other people don’t?
- What content can I provide that offers something useful to people?
- What content can I provide that will entertain people?
- How can I provide a unique perspective?
Here are some things to keep in mind when developing your content:
- Be authentic and genuine - this will excite customers to be a part of your business.
- Be responsive and show that you value customer feedback.
- Be personable - users come onto social networking sites to share and interact with their friends and families, so you need to be open to connect with others on a friendly level. The simplest way to think about it is to use language on your page that you would use with a distant group of friends, for example; 'we think that this dog picture is amazing, have you any great pictures to share with us?'
- Don’t just plug your product/service. If your social media presence consists solely of advertising, visitors will not engage with your business.
- Share. Share your business activities with them. Include things you find interesting and successes you’ve had. You can talk about something you saw in someone else’s post or find popular topics to talk about.
- Ask questions to get to know your customers better. Ask them things that allow them to talk about what they’re passionate about or what’s important to them.
- Replicate the types of posts that are most successful. When you see a post is successful, promote it (e.g. 'boost' in Facebook) so that it can reach more people.