A good approach is to select three to five core topics that you’re passionate about as your foundation. For example, my topics include:
When selecting your topics, it’s important that at least one or two can be connected directly to the products or services you provide through storytelling and analogies, and that each of your three to five topics are tightly ingrained with what your brand stands for.
Generally, one or two will be directly related to what you do for your customers, and the remaining topics will be based on who you are and why you do what you do.
The first group is obvious because it’s what you do. The second group may be less obvious, but often just as (if not more) important, because people typically choose a brand based on whether it aligns with their own values.
Each social network is its own unique environment and what works on one may not work on another, and what’s acceptable on one may turn off customers on another. There could even be unique nuances within a network.
For example, you can typically post things on your personal Facebook profile that, while one brand, may not be ideal for your public-figure page on the same network. And content that works great for Facebook may not be ideal for Instagram or Twitter without some substantial reworking.
It’s important to understand who your audience is and what resonates with them on each platform.
Asking friends to like/follow your page
This is easily one of the most common mistakes, and we’ve all seen the innocent posts leading up to it.
Someone might open a post with a story about how they’re trying to grow their business, serve more people or even get around Facebook’s abysmal organic reach, and then segue into asking their connections to like their page.
Most pages don’t have many followers, to begin with, and for a lot of brands, a majority of those followers are friends and family who will never buy. And because they aren’t potential customers, they likely won’t engage with that brand’s content.
This negativity skews your engagement rate, which hurts your organic reach. In other words, when a lower percentage of people engage with your content, the algorithm that powers the feed will assume people aren’t interested in the content, so it will start showing it less frequently. Unsurprisingly, this creates a vicious downward spiral, resulting in obscurity.
Inviting people who aren’t potential customers to like your page increases your follower count, but it also skews your actual engagement with “ghost” followers so you’ll reach fewer people. Instead, focus on building an audience of engaged potential customers.
Related: How to Optimize Your Social Posts for the Visually Impaired