Before you could post anything you need to gain an understanding of who you are posting for. Just because you are promoting a laptop that has benefits as a gaming computer, does not mean that you should only market the device to games. Maybe your company wants to increase the number of laptops sold overall and that would mean spinning the device for someone like a movie editor or producer. The tech within the device would suit their business just as well as a gamers. Gaining an understanding of who you are actually writing for when it comes to posting on social media is your first step, and moving forward from it is impossible without a detailed plan of attack.
2. Knowing When to Post
In developing an idea of who exactly you are posting for you should have also gained an understanding about when you should post for these people. Your presence on social media sites such as Facebook and Twitter and others which are not used ad nauseum as of yet. Can quickly turn into annoyance to your audience so posting at specific and "optimal" times, would easily line up with Kietzmann's beliefe of paying attention to where users are located and when they are available (Kietzmann 246). Having an understanding of when you should be posting is key to getting to your audience.
3. Understanding Your Platform
We have all seen examples of poor posts from companies on Facebook. Companies that have no real concept of who their audience is, but even worse how to properly use the platforms that they are using to talk to their possible consumers. The best example of this is Arby's Facebook posts.
Courtesy of Arby's Facebook page
This post is from Arby's page on Fcebook. The design is derived from a popular cartoon show Adventure time. Which at the time of the post had a new mini-series Islands, and Arby's, knowing that people would ignore a text post about eating a fish sandwich, made a boat modeled after one of the characters on their feed. Posts which catch your eye on Facebook are key because of the sea of information that exists, so by having these images exist between memes and videos the company shows the clear understanding of the platform that they have chosen to post on.
4. Communicating With the Audience
One popular site that has an ever growing fanbase is reddit.com. This site hosts AMA forums on a regular basis. AMA stands for Ask Me Anything, and the fans of the celebrities don't hold back with any of their questions. These opportunities give the people access that was not available to the public ever before. The same amount of connection exists on other social media sites. In an article in the Chicago tribune, Gregory Karp talks about using Twitter's new DM feature to reach out to airlines in the case of a missed flight or delay (Karp). This feature has proven to assist all that need it and also opens a door for anyone else that might need to communicate with a company in order to solve a problem.
5. Collaboration Without Oversaturation
Recently I was able to begin work with a non-profit organization. The job was to handle all of their social media postings. While the into to the job was simple enough something that they failed to mention to me was that Facebook, Twitter, and Instagram were all connected. These sites would all get the same posts on them regardless of which one I posted to. While an interesting concept, after a few posts I noticed that we were receiving less enagement with the posts as days went on. That was because the people that followed us on one page, also followed us on others. Meaning we were reaching the same people not once but potentially three times with the exact verbiage that we used on other sites. After fixing this communication issue we are starting to see a positive trend in responses. But making all of our pages work with us and compliment what is being said helps us have a stronger and more effective presence throughout all social spaces.
6. Relax
Writing for various social sites can be stressful. And maintaining multiple marketing strategies on the sites and platforms can be even worse. So one of the most important things you can do to improve your social media reach and posting abilities, is to spend time to relax and self-educate. Don't write constantly because thats going to do more harm than good but instead read a few articles on medium
Like this one: about what many social media marketing is doing wrong.
or this one : about what account focused marketing is.
Taking these small breaks to learn new skills or just to let your mind wander have been proven to make you a more successful person when you are working. And in the end it will prove to make your own writing and posts stronger.
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