Creating Social Media Posts
Published on 8/10/2014
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Creating Social Media Posts
Note: This is the 23rd in the “GetStarted” Sequence.
Is this your first day? Or, are you an old hand? IBO Toolbox was my first Social Network. I had to have my Niece help me set up my Facebook Account. In the beginning it was all a mystery. Creating Social Media Posts was a challenge. What would I use as guidelines? What was acceptable and what was verboten?
*Note: I used “verboten” instead of “forbidden” because much of what we are not supposed to do is not spoken of. You are just supposed to Know.*
What is verboten?
Of course, the answers to that depend upon the Social Network that you are using and whatever whims the powers that be are using to decide who gets to keep playing with their toys. At Facebook, you can wind up in the Facebook Jail for any of a number of crimes; too many Friend Requests, too many Group Posts too fast and even Liking too many things can be a problem. At YouTube, I have heard that too many business Videos can get you in trouble. Whatever the medium, find out the current rules and do your best to stay in the clear.
What is Acceptable?
As I have looked at a lot of pages and Profiles over the last few weeks, I have come up with a few Ideas. You need to consider your Target Audience. By the same token, you need to consider that the people visiting today may not be your Target Audience yet. As we have learned at IBO Toolbox, “Sell, Sell, Sell” doesn’t work. It is the era of Relationship Marketing.
You need to have a variety of content. Make them laugh and make them sigh. Whatever you do, you want them to come back so they can get to know you better. You want your visitors to be Engaged. Your goal is to have them remember your posts and be intrigued by your next offering.
Your content should come from more than one stream. It is not enough to have a variety of posts from your IBO Toolbox Associates; although, that is a very good starting place. Consider Museums, Artists, Funny Sites and Informative Resources. With a good mix, you will have something of interest to every visitor to your page or site.
Your greatest advantage in differentiating yourself from the Social Media Crowds lies in your Original Content. Wherever possible, you want to use original material. If everything you use is the same as the others in your business, how are people going to be able to tell you from the masses?
What do you Share?
What do you find Interesting when you visit others in your Social Networks? You probably don’t want to share posts on the business you are promoting. If that is all they have, then you are going to bounce. On the other hand, if you find something worth sharing, hopefully they will return the favor. Provided, of course, you have something worth sharing from their point of view.
By this, I don’t mean constant requests to share. I mean having things to share that others are willing to support. Many of us are in Network Marketing for one product or another. On the surface, it would appear silly for us to support other Network Marketers. But, we are not all promoting the same program or product. When we work together, our messages reach further.
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Avoid Blank Posts: The few words that show in Notifications are all that some people will see. Think “Headlines”.
The 80/20 rule: Facebook would like to see 4 out of 5 posts in the “Valued Content” category. I think you might do well to have at least 5 different kinds of posts to promote variety.
Words VS Pictures: While everyone Likes the Pictures as they go by; for engagement it seems that the Text Posts do better, if the question or statement is right.
Shared Posts Need a New Lead Line: With the way Facebook handles Shared Posts, the original post becomes part of the whole. To be Noticed, you need a new Lead Line.
No GIFs: Facebook doesn’t do GIFs (animation) so don’t even bother. If you can turn it into Video, you might be able to make it work.
Fan Pages: Facebook wants the bulk of your Business Posts in Fan Pages and Groups. If you are promoting your Business, you Need a Fan Page. Even there, you will want at least some variety of post. Everyone Wants to Like something. Give them the Opportunity.
Variety Works: Unlinked Statements and Quotes can be shared (ReTweeted) by anyone interested in working with you. Mix your Business with other posts. For your Business Account avoid those “I just had a bagel” posts.
IBO Toolbox Tip: The IBO Toolbox Twitter Post Leads with “Press Release by…”. I have gotten a much better response rate by Leading with the Title.
Variety is still the key: Even if your efforts are constrained to a Genre, you are well advised to maintain a variety of posts to appeal to a multitude of visitors.
Visual Works: Google Plus is a more visual medium. GIFs, Video and Pictures are used to draw attention to the message.
Make it Catchy: The first four lines of the post are the most important. If you need a longer post, make sure you catch their attention so they will Click “Read More”.
Reference Names: I still don’t post much on LinkedIn. What I have noticed is that it works best when you can reference specific people or topics. If I know the person whose work I am sharing is on LinkedIn, I reference their name in the post. (Suggestions are Welcome.)
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Creating Social Media posts is a large part of what we do to draw more attention to our Marketing Efforts. We have learned that “Sell, Sell, Sell” doesn’t work anymore. It is up to us to build a relationship with our market. Your best tools are your originality and variety in your presentation.
You want things to share that demonstrate/exemplify your position on business. But you also want things that can be shared without undermining the efforts of those seeking to support you. On Twitter, for instance, you should have at least a few posts with no links. Try simple statements that show your philosophy or even just strike you funny.
*Caution: Humor is Not Universal. A little care not to overly offend is recommended.*
Consider your Social Media Posts as Headlines to the Articles and Graphics that you are sharing. You want them to grab the attention and the eye. Not, just sit there like a bump on a log.
Poor Post: No comment or “Check this out.”
Middle Post: “Have you seen this (something about something)?”
Good Post: “(Something about something), Just the Answer I was Looking For!”
The Great Post is the one that makes you Think, Feel and Respond to what you are reading/seeing. You are never going to reach all of the people. That is why there are so many answers to every problem. With practice and observation you can learn ways of creating Social Media posts that make people Want to Engage. Remember the way to Carnegie Hall, “Practice, Practice, Practice.” Nove-Noga!