For those new to marketing on social media, you may feel like you are walking around blind deciding what to post. This presentation provides best practices that will guide you through posting across all social media networks. You will learn about the rule of thirds and RITE content, how to get your tone right, when to post, and things to watch for when scheduling posts.
3. WHAT SHOULD I POST? @PolePositionMkg
Post RITE content
SOCIAL MEDIA STARTS WITH CONTENT
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4. WHAT SHOULD I POST? @PolePositionMkg
Follow the rule of thirds
1/3 own your
content
Blog Posts
Photos
Videos
Infographics
1/3 content
curation
Sharing
content from
an external
source
1/3
engagement
Engage
directly in
conversations,
ask and
answer
questions
SOCIAL MEDIA STARTS WITH CONTENT
5. WHAT SHOULD I POST? @PolePositionMkg
1/3 your OWN content
Website
Blog
News
Podcasts
Video
Photos
Articles
White
Papers
E-books
Case
Studies
E-mail
SOCIAL MEDIA STARTS WITH CONTENT
6. WHAT SHOULD I POST? @PolePositionMkg
1/3 Content Curation
Twitter
lists
Hashtags Keywords
Follow
blogs
Newsletters Pinterest
Google+ Delicious AllTop
SOCIAL MEDIA STARTS WITH CONTENT
7. WHAT SHOULD I POST? @PolePositionMkg
1/3 Engagement
• How do you feel about . . .?
• What is your favorite thing about . . .?
Ask questions
• “______ is my favorite . . .”
• “I’ll never forget when I_______”
Fill-in-the-Blank
• True or False, Multiple Choice
• Related to your product/industry
Trivia
• Prizes for correctly answering trivia questions
• Photo of the week
Contests
• Comment on their posts
• Answer their questions
Respond
SOCIAL MEDIA STARTS WITH CONTENT
9. WHAT SHOULD I POST? @PolePositionMkg
Know your voice
Humorous Whimsical Serious Snarky
Down to earth Thoughtful Brutally honest Flowery
GETTING THE TONE RIGHT
10. WHAT SHOULD I POST? @PolePositionMkg
Know your audience
GETTING THE TONE RIGHT
Goals and aspirations
Problems
What types of images they like
What style of content they like
What words and phrases they use
11. WHAT SHOULD I POST? @PolePositionMkg
How to learn about your customers
Find
• Blogs
• Forums and Groups
Listen
• Interviews and Surveys
• Customer Feedback
• Social Media
Research
• Agendas/Topics at Conferences
• Read Targeted Publications
GET THE TONE RIGHT
12. WHAT SHOULD I POST? @PolePositionMkg
Know the channel
Social, fun
Quick hit, real-time
Professional
Technical
Image-based, hobbies
GETTING THE TONE RIGHT
14. WHAT SHOULD I POST? @PolePositionMkg
Analyze your followers
FollowerWonk
for Twitter
Facebook –
Posts under
Insights
Followers’
lifestyles
When are
they
engaging?
WHEN SHOULD YOU POST?
15. WHAT SHOULD I POST? @PolePositionMkg
How often should you post?
• Once or twice a day, topsFacebook
• Several times a day
• Reposting updatesTwitter
• Once a day, topsLinkedIn
• At least once a week, when you have a
new blog postGoogle+
• 5-10 Pins per dayPinterest
WHEN SHOULD YOU POST?
16. WHAT SHOULD I POST? @PolePositionMkg
Schedule content with caution
Engage in real-time
Remember what you scheduled
Keep the human touch
Watch the formatting
Don’t sacrifice reach
WHEN SHOULD YOU POST?
17. WHAT SHOULD I POST? @PolePositionMkg
Content scheduling tools
VS.
WHEN SHOULD YOU POST?
19. WHAT SHOULD I POST? @PolePositionMkg
Weekly posting calendar
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Blog post
Photo of the
week
Deal/Product
of the week
Throwback
Thursday
Friday Funnies
Curated
content
Interactive
post
Posting calendars help make your scheduling more time-
effective and also make it easier to see what is working
FINE TUNING
20. WHAT SHOULD I POST? @PolePositionMkg
Track analytics
FINE TUNING
22. WHAT SHOULD I POST? @PolePositionMkg
WebMarketingChecklist.com
Thank You!
Editor's Notes
What posts are working
Track numbers on spreadsheet – are followers and engagement going up month-to-month
Analytics within the platforms as well as specific tools
