We've all been there. You sign up for an email update from your favorite brand, only to be overwhelmed by the number of emails you receive each day. Or you follow a new restaurant on Twitter and never see a tweet. We believe that both of these scenarios will quickly end your new relationship with a potential customer.
The question then becomes, how often should you tweet/post/email/pin/blog? And we're not going to answer that question quite yet. Rather, let's talk about what you're posting, and what it says about your organization.
The question you should ask yourself is this: When you receive that overwhelming number of emails, is it the actual number of emails...or is it that the content of those emails is not relevant to you?
We believe that content is the key. If your content is genuine and true to your mission, and is of interest to your audience, they will stick with you.
For example, you are the owner of a dog training service that specalizes in behavior modification. Your potential customer base is anyone with a dog. All dogs, and their owners, would potentially benefit from your service. Now, how do you capture, and keep, their attention?
Pick a theme. Obvious themes for a dog training company would be tips on how to change a dog's undesirable behavior, or links to the latest information about dog breeds and their behavior traits. Less obvious themes may be the latest news about amazing dogs doing amazing things, or even suggestions for the best reads about dogs: poetry, non-fiction, literature. Each of these themes shows that you are devoted to dogs and will do the best job for any potential customer who has a naughty dog that they love.
While original content is best, you will most likely repost links to other content as well. When you repost, it helps to add a personal note to let your reader know why you think the post is important.
Is the story about the German Shepard dog that rescued a kitten an example of positive breed behavior? Tell your audience!
Is the link to a poetry book about canines an insight into why we love dogs? Tell your audience!
Your audience wants to know what you think is important and why. This is how they get to know your company’s values and focus.
Here's the good news: Picking a theme will help you to lessen or increase your frequency to find the sweet spot of social media. Your posts will be reasonable, meaningful, and people will read them. And they'll continue to follow you. And ultimately some (more!) will give you a shot at their business.
Because that's what it's all about, right? You want satisfied customers, who will recommend you to others, until you hit your own sweet spot of having a great base of happy customers.
So get crackin' and pick your theme! And let us know how it goes!