Social Media Advice: Post When Everyone Else Doesn’t
Social media advice pops up everywhere. Many studies, blogs, and webinars provide this social media advice to solopreneurs on how to best use social media for business.
This information usually come from reliable and trustworthy sources. Information found in these studies, blogs, and webinars often include ideal posting times for each social network, and how often to post to those networks.
Most of this information helps us better understand social media for entrepreneurs and tiny businesses.
If a business owner wants social media advice, a plethora of educational content exists.
Social Media Advice – Everyone’s Doing It
We are thrilled that so many small business owners and entrepreneurs want to learn about social media. We are excited that many of those who learn about it also want to implement social media marketing services for their small business.
However, three problems are created when most of these small business owners and entrepreneurs implement the social media best practices they read about online. For our clients, we address these issues with our social media services.
If you don’t have a trusted partner to give you solid social media advice, though, all of this information becomes frustrating. In this three blog series, we’ll discuss each problem of doing what everyone else does on social media, and offer a solution you can implement.
Social Media Problem #1 – Opened Flood Gates
One of the biggest problems with following the social media advice from the same study is that social networks become flooded with similar content at the same time of day.
For example, let’s say you decide to heed the advice of a recent study that declared posting to Facebook at 1pm is the best practice for your industry.
That is great information, but ALL OF YOUR COMPETITORS have read it, too.
If you take this social media advice, you, along with your competitors, post at 1pm every afternoon.
This leads to a flood of similar content posted on Facebook at the same time every afternoon.
Facebook will then determine which company’s content is most relevant to the users (the people you hope see your content), and show that content to the user.
The other content gets buried somewhere in Facebook’s black hole of forgotten content.
What happens if Facebook deems your competitor’s content more relevant than your small business’s content? Your potential customers see the competitor’s content, not yours.
That means your competitor looks better online than you do. Who will that person likely call when they need the help your industry offers?
More often than not, they’ll call the company they have some awareness of and who looked better online (your competitor).
Posting at the same time as your competitor is an issue, but there’s a bigger problem. Many studies suggest blanket ideal posting time for small businesses in general.
If you follow that advice, not only will your content compete with your competitor for social media marketing viewership, you also compete with every other small business taking the advice of the study.
That’s a lot of competition, and usually leads to lower organic (non-paid) views for your company’s post. Bad news for your marketing plan.
Want some good news? This problem is easy to avoid. If you
Social Media Advice – Post When Everyone Else IS NOT Posting
We recognize that sometimes it is ideal to follow best practices on social media. However, there are also times to go against the grain and do things differently.
Solution – Realize Quantity Isn’t Everything
Here’s the reality – 75% of your audience may be on Facebook at 1pm. But, that 75% may also be hurriedly scrolling through their Facebook timeline on their mobile device while rushing back to the office.
They likely don’t digest the fire-hose of content they view at that time.
What if 30% of your audience was on Facebook at 9pm on Tuesdays and Thursdays? And that 30% actually has the time to comment on your post, read your profile information, and/or make a mental note of your message?
In front of which group would you rather your Facebook post appear?
The 75% of people rushing through lunch, already inundated with multiple posts from your competitors, AND thinking about the meeting they have at 2pm?
Or the 30% of your audience who are more calm, open to receiving information, and are generally more engaged?
Quantity is important, sometimes. It isn’t everything.
Our social media advice:
First, find out what best practices are recommended for your industry. For example, let’s say best practices advise your business to post twice per day to Facebook, at 1pm and 4pm.
With that information, review when your competitors post on Facebook. Take a look at a few other non-competitive businesses in your general marketplace as well.
Are most of them following the advice to post at 1pm and 4pm everyday on Facebook? Is there a large volume of content posted at that time?
If your competitors and other companies follow the advice, leading to an overwhelming amount content, consider doing what those companies DON’T do – go against the grain.
Post to Facebook at a time outside those parameters.
For example, post to Facebook 3-4 times per week, at 8am or 8pm. After a few weeks, review the performance of those posts.
You may be surprised how much engagement your posts receive when you go against the grain and take this social media advice.
Social Media Advice, Part 1
We’ve addressed the issue of overwhelming volumes of content that shows on social networks when companies always adhere to widely known social media advice. That is a big issue for many entrepreneurs and small businesses implementing social media marketing.
However, that’s not the only issue when it comes to adhering to best practices.
In our next blog on this topic, we’ll discuss unique content in regards to best practices, and how following what all the online experts say can leave your business looking ordinary online.