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Social media requires you to be sociable


2015/01/img_1113-0.jpgSitting in any marketing meeting I can guarantee that one question will always be asked.

“How often do I need to Blog/Tweet/Post”

Most event marketing teams answer with “maybe a blog a month” or “a couple of tweets a week” or “the odd post every now and then on LinkedIn”. Maybe you think this is OK, possibly even a bit ambitious. Once upon a time my Granny used to send her Mum a postcard to tell her she had got back to her place of work safely after a visit home…

So, how often should you post on your social media networks? In my hunt for a definitive answer I came across this infographic from Irfan Ahmad at Digital Information World. While not specifically drawn for events, it does give a pretty clear idea that you can’t just drop the odd comment and then stay silent for the rest of the month, hoping that what you said was so compelling your audience has hung around waiting for your next proclamation.

All too often we forget that social media is made up of two very distinct elements: the media, or mechanisms through which we broadcast our messaging; and social, or the interactions we create and sustain with our community. Without the latter, the former is useless and the brand identity is akin to that of Miss Haversham – out of touch, lonely and frankly just a little bit mouldy.

In most instances, providing you aren’t hammering your connections/likes/followers with constant sales messages, it is very difficult to say ‘too much’. Unlike email or telephone marketing where the arrival of yet another sales message feels like a personal intrusion, much of what arrives via social is ambient at best. As a consumer it can feel like panning for gold, hunting out the nuggets of juicy information. What your social media marketing efforts need to do is to ensure that no matter how frequently, or when, your potential audience comes looking, you have relevant content available.

The most important thing to remember is that although you will get more coverage if you are creating a lot of content, you can also achieve a significant reach by sharing other people’s. Linking up with your friends’ friends increases your social circle much faster, and this holds true for business contacts/networks as well.

So, just how often should you be posting on social networks? My experience is primarily in the B2B marketplace and my aim is to get all of my clients:
– Blogging two or three times a week
– Pinning onto Pinterest at least 4x per week
– creating an update on their LinkedIn group/page at least twice a week
– sending out original tweets at least 3 times a day

Social media tools and scheduling can really help achieve these goals, but that’s a topic for another blog post…

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