Have you ever been in a conversation where someone cuts you off? How about an actual in-person conversation (social distanced of course) and the person just stops mid-conversation to do something else. Ever been in a conversation where the other person never finishes a complete thought? Welcome to “social engagement” for most businesses.
Look at your social media channels. As you look at your posts (your attempts at engagement) – is there any rhyme or reason or strategy? Do you evoke a conversation “a form of engagement”? Does it leave the reader anxious for what’s next (yep, engagement)? Does it deliver value through key actionable tips? Or – does it just fall flat? Here are a couple quick tips to make sure you are on the Social Media 101 track for success.
Velocity. To have a constant velocity, an object must have a constant speed in a constant direction. Think about your social media content. Is it of a constant quality with purpose and direction? Constant or “thematically” related in nature? If you spend a week on refinishing tables and then switch to planting a garden – that is fine if your “theme” is home improvement. You have a direction with purpose – Betterment of the home and things within. But what if your “followers” are interested in woodworking? Whatever your direction – make sure your content is on point (direction) and consistent in quality of workmanship, depth of thought, worthy takeaways, etc (speed).
Frequency. Frequency is the number of occurrences of a repeating event per unit of time. Think again of your social media efforts as a sound wave. Sound is a perfect repeating sequence. Social media – for the desired result MUST be the same. Your readers need a regular and predictable “frequency” as it relates to your social media postings. How many social media sites do you visit (blog, Facebook, LinkedIn, Instagram, Pinterest, any and all) that have a post and then nothing… and then a couple more, and then again nothing… Or the last post was 14 months ago. Will you ever go back? Is that engaging to the reader? Turn off the lights – why even bother! You must pick an acceptable and achievable frequency of social media activity – and stick to it!!! I reiterate, it is constant and consistent. Not a sprint then a rest (often seen with shiny object “initiatives” – and resolutions). Start small and then improve- but again, consistency wins. Once a week on a SET day and SET time. Once you achieve that milestone for 90-days, then look to improve. Maybe keep the frequency and add a second “direction”. Maybe your first topic is woodworking and planting a garden fits as well. Now do a post on each once a week, set day set time.
- Velocity – Pick a relevant topic or theme and stick with it – delivering a rich (and targeted) reader experience. Master that – pick a second and add to the depth.
- Frequency – Pick a set delivery frequency and hit it without exception. Set day. Set Time. Clap – clap – clap – clap beat like a metronome.
Do this – and you are on your way to an “engaging” conversation.
“But wait there’s more” – NEVER ever make “The Big Sale Sale Sale Sale Sale” part of you Velocity and Frequency!