The small business owner’s answer to, “What should I post on social media?”

Ever wondered what you as a business owner should post on social media? It can be overwhelming. Most small businesses don’t create enough of their own content to post. So what can they do?

If you want some great examples, look no further than this article that appeared in the Wall Street Journal, What Celebrities Can Teach Companies About Social Media.

It draws comparisons between how celebrities and businesses can use social media and gives real-world advice and examples as to what to post. And if I had a nickel for every time I’ve heard a small business owner said, “But what should I post?!”–well, you know the rest!

Here are five tips that resonated:

1)Don’t post the same thing across all social media platforms: The article talks about how the NBA posts game updates on Twitter, while on Pinterest, it’s more about their merchandise.

2) Don’t post at the same frequency on all platforms: Twitter requires more frequent posting, while the article recommends posting five times per day on Pinterest and twice on Instagram. From the article: “Social-media experts acknowledge that compared with celebrities, it’s harder for companies to conjure up interesting posts and tweets. ‘When was the last time you saw someone showing off a home-insurance policy on Instagram?’ Forrester Research quipped in a June report on social-media use.”

3) Do be sure to show up–meaning post on a consistent basis: There’s nothing worse than visiting a company on Twitter or Facebook only to see that they haven’t posted anything for months…. According to the piece, “A lot of times we see brands disappear for weeks or months at a time,” Hasti Kashfia, president of Kashfia Media and stylist to Randi Zuckerberg, sister of Facebook Inc. CEO Mark Zuckerberg. “It’s just like a normal relationship. You can’t disappear and expect that same warm fuzzy feeling within those relationships.”

4) Interact with your followers: For example, if someone tweets about your business, you should retweet, favorite and reply to say thank you.

5) Don’t be overly promotional: I’ve seen it before–because they don’t know what to post, companies will promote specials or deals on social media. This can be a turnoff to your followers. If you need inspiration, the piece suggests commenting on current events when it makes sense, or even taking advantage of “throwback Thursday” by posting old photos. “A company like Ford Motor Co., for instance, could use the occasion to post ads from the 1940s.”

Follow these tips to boost your social media efforts. You may discover that it’s easier than you think to find great content to post and grow your following.

For more tips and advice, read my blog, http://michellegarrett.com/blog/.