When I ask clients about their biggest struggles when it comes to social media, the answer is often the same:

“It’s hard to come up with fresh content in social media.”

“I can’t seem to find the time to commit and not sure what type of information to post.” 

“I watch other businesses do a fantastic job with their social media, but then I struggle.”

If you feel like you are in this same boat, this blog post will help you come up with a fresh approach for planning your social media.  As with most things in life, it’s important to spend time coming up with a plan and then executing on it. Like the old saying goes, 

“Those who fail to plan, plan to fail”

Many companies on social media try to use their page as a place to sell their product. While your messaging can have some component of sales, it’s important to understand WHY people use social media. In one of my earlier blog posts, I shared research showing that Facebook and Instagram users primarily use the platform for discovering, communicating and bonding. Keep that in mind as you build out your strategy, it’s important for followers to KNOW, LIKE & TRUST you/your brand before they BUY.

An easy way to think through this interaction with your page followers is by thinking about your content from the following perspectives: 

Educate. Entertain. Inform.

Let’s break down each category with a general framework:
Educate: This component of your strategy relates to giving useful information to your followers, helping to position you as the ‘expert’ in your given field. This component helps to build TRUST that you know what you’re doing and that you’re willing to share that knowledge for the benefit of your followers.
To help spur some thoughts, here are some questions to ponder:

  • What helpful information can you share that positions you as the expert in your field? You don’t have to divulge all details, but just think through a few helpful tips and/or tricks that might be useful for your followers.
  • Are there studies you can show or interesting facts (related to your field) that will help your followers in their daily lives? Think of something that will save them time, money or energy!

Entertain: This is the fun part where you get to show your brand personality through entertaining posts. Entertainment doesn’t necessarily have to just be humorous (if you go that route, make sure it is in good taste, of course), but it can be a mix of funny posts, inspirational, aspirational, etc but they should be something that your followers can relate to – and will help them LIKE your brand personality.

Oftentimes these entertainment posts don’t have to necessarily be related to your business, but they should always be positive and upbeat in nature.

Inform: This can be where you talk about your competitive advantages, your brand story, personal ‘why’ or what makes your business unique so they get to KNOW more about your what sets you apart. Informing can have a little more of a sales angle, but just not too over-the-top.
Some questions to spur your thoughts in this category include:

  • What interesting facts might my followers want to know about my business? Perhaps tell a story about why you started your business – relate it to the customer, why it matters to them.
  • What do you do that’s different?  Is it a unique process? How do you go the extra mile to make sure your product/process is the best?
  • Is there a before and after of a current project that would showcase your work?

When you shift your mindset into thinking through the Educate, Entertain, Inform framework in your social media posts, it can help spur a new way of thinking. Another thing to consider is that you don’t have to re-create the wheel with each post. Oftentimes, as you grow your following, you can re-purpose an “old” post and make it feel fresh again. It will resonate with followers you’ve had for awhile and seem fresh to your new followers.

As always, I am hopeful you find these tips useful and applicable to your business. I truly have a passion for helping small businesses grow. It’s no doubt that concentrating efforts on your social media plan will help your followers KNOW, LIKE and TRUST your brand – and hopefully that results in them making a purchase. Happy Posting!

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