Personalise Your Social Media Marketing: It Matters!

Scanning through my social media feed I’m finding a lot of typical marketing taboos that even organisations, and not us mere mortals, are adopting in their social media strategies (or lack of). Social media 101 questions to ask yourself if your social media marketing is going nowhere: are you making any of these typical marketing taboos? Chances are if you’re condoning any of the below practices you lose as many followers as you gain (even if they put you on mute and you don’t notice you’re not making impressions).

Are you putting out posts too frequently?

No matter how good the content, link generation through busting out your audience’s feed with a bunch of simultaneous posts is a no-go. The likeness to spamming is irreversible, especially on platforms such as Twitter where audiences are likely to be following a large number of organisations and people. There really is only a 3 second or less window for posts to make an impression as the reader scans briefly through their feeds.

Whereas, in traditional advertising, ‘grouping’ is proven to have positive effects on recall and brand message in real life marketing, ‘grouping’ in the social media sphere by having multiple content appear at the same time only signals to the reader to bypass these posts altogether, lumping them in with the ‘spam’ category of content — or in other cases resulting in followers unfollowing or muting your content.

Spread out your posts. The Buffer app is a great way to do this and there are plenty of other apps alike. ‘If you want to be heard, whisper’ — is a neat cliché which will give you a heads up in a highly intense and competitive social media sphere.

CollaborateForRights @CHPSRE bypasses me completely through monopolizing entire pages of my social media feed simultaneously and using too many #hashtags. (Did you know you don’t need to #hashtag on Twitter for SEO to pick up your key words in search?). It’s a shame given the intent of the brand name doesn’t translate through to the stream. Marked as link-generation spam — it’s a prime example of what not to resemble.

What are the best times to post?

From Monday to Friday, the best times to post on social media for high engagement is usually 7 to 9am when the majority of your audience is heading to work and flicking through their phone for daily news and updates. ‘Kill time’ is also during lunch hour from 12 to 1pm and early evenings from 5 to 7pm as public transporters are trafficking their way home, once again with eyes glued to mobile platforms.

All up during the week, Sunday evenings and Monday mornings are usually the best times for posts you most want to get out there, as viewers are winding down from the weekend and preparing for the working week ahead.

Some tricks of the trade that we controversially discussed earlier this month were repeat posts. How effective are repeat posts?

Generally speaking, some repetition through reposts at prime times gives your posts a leg up by extending your reach to audiences that missed your post the first and second time. Be sure to stop at a handful of times and limit your repeats within the day or two though, because previous viewers will notice and frown upon your lack of relevance.

Business Insider @businessinsider lost me completely through repeating posts a week in then two weeks out thinking we wouldn’t notice. We do. And not in a good way — muted.

Are you dishing out content on Auto-Pilot?

As a social media marketer, I empathise with the ease of regurgitating content without putting your two cents into your posts. Where trending content more or less repeats itself over and over if you look hard enough, even an ounce of personalisation works wonders for impressions and click-through-rates.

In social media land, marketing automation through generating as much online content as possible through inbound marketing is not necessarily your best friend. We hear a lot about generating high-quality leads and turning those leads into sales or click-through-rates, yet I can’t quite get less of organisations and those who pump out links to varying news articles as a habitual daily routine without the slightest bit of paraphrasing copy.

As a consumer who has grown weary of linkbait, I find myself more and more looking beyond the 50-character summary and instead looking for the 140-character interaction. On Facebook and Google Plus, in particular, there is ample room for social media strategy to tell a bit of a story that guides your audience with a snippet to read.

The trick — you can either be first to the table in the info war on data to get your headline out there, or differentiate your content from the rest by paraphrasing an opinion that adds to the conversation.

In a fast paced and ever changing social media space where a numbers game is traditionally adopted but doesn’t necessarily call for results, is it high time to streamline our efforts on quality not quantity for more interaction?


Originally published at www.inkth.com.