3 minutes to read

What Should My Business Be Posting on Social Media?

By now, you’ve probably recognized that social media is not something that is going away anytime soon. New social networks are constantly becoming popular and customers expect every business to have some sort of presence on social platforms. You know you need to be present and active on these channels, but you’re wondering what type of content will attract the attention of customers or leads and allow you to see a return on your time?

We’ve discussed the importance of being active on social media platforms and creating a content calendar to keep your posts scheduled and organized. However, it still may be a little overwhelming to decide what kind of content you should be posting on your accounts.

Although each different platform has its own set of best practices, there are still some overall benchmarks to keep in mind when creating content for your social media platforms.


Social Media Content Guidelines

We’ve developed some guidelines on how to create content and posts for all social media accounts:


1) Post relevant and educational information that is valuable to both followers and non-followers

According to a study done by the PEW Research Center, Facebook sends around 84% of users to longer stories from their social news feeds. This is a huge amount of people who are willing to click on links that lead back to your website. If you are creating content that is relevant and educational, your followers will click on it from their news feeds.

To achieve this, you must rely heavily on your buyer personas to determine what information your target audience is interested in. Once you have determined this, you will be able to create the kind of valuable content your followers will be willing to not only engage with posts themselves, but also share with their friends.


2) Don’t ONLY self-promote

While the point of a business social media account is ultimately to see some sort of ROI, either through increased traffic, more leads, or higher conversions, you still have to realize that this is not the reason your followers choose to use social media. Your followers use it to receive content, whether it be humorous, personal, educational, or advertisements.

Keep these uses in mind when posting to your social media accounts. Your followers chose to follow you because they felt you could provide them with content of value, so try to mix up your posts to ensure they are not all self-serving.

Examples of this include:

  • Personal posts that allow your follows to get to know your company
    • Behind the scenes photos
    • Featured employee of the month
  • Educational posts about your industry
    • Retweeting or sharing posts from leaders in your industry
    • Sharing or writing about top news events in your industry
  • Fan interaction to increase and encourage engagement with your brand
    • Retweet or share customer stories
    • Encourage fans to post photos with your product


3) Post different updates to different channels

While it is okay to share the same blog post or update across multiple channels, be sure to not just copy and paste your updates. Switch up the copy, change the photo, or post on different days to ensure you are not sounding repetitive across every social media platform.

While it may be easier to cross-post your updates, be sure to consider that your followers potentially follow you on multiple platforms. You wouldn’t want to see the exact same update on every social media account you log into and neither do they.


4) Give your followers something to do with your posts

If you don’t catch your followers’ attention with your posts, there is a very small chance they will take the action you are hoping for.

If you are looking to drive traffic back to your site, be sure to include a link in your post. If you want people to engage with your post by commenting or liking it, try including a photo or visual to grab their attention. If you want your post to be shared with followers, you could add a video to your post.

Just be sure you are encouraging your followers to actively participate with your posts instead of passively scrolling past them.


In conclusion...

Social media can be a bit overwhelming if you don’t know where to start. We always recommend starting with a buyer persona. This will allow you to figure out who your target audience is, where they “hang out” online, and what type of content they are looking to consume.

Remember, 76% of people use their Facebook feed to find interesting content. If you determine what type of content your audience is searching for, you will have half the battle already won. Every business will have different audience strategy and goals, but these social media guidelines will give you a starting point to be able to build a content strategy and calendar.


To create valuable and educational social media posts, you need to have developed a buyer persona for your target audience. Download your free Buyer Persona template here to get started!

Learn How to Create  Your Own Buyer Persona

Written by Amy Silberman

Client Success Manager