We’ve talked before about the importance of having a social media strategy and how scheduling your content can make everything easier for you (read the post here). Not only can this help you save a lot of time, you will also be growing your brand. But have you asked yourself if you are spending too much time on social media?
While I’m by no means a social media expert, I want to share my experience with you on this topic. I’ve followed countless of tips gathered from posts and courses ever since this brand was created. If I know something for sure now is that each business and blog have different needs, therefore will get different results from social media.
While it’s important to be present out there to drive traffic to your site and ultimately generate an income, sometimes you need to step back and re-evaluate your strategy.
My own strategy has consisted on investing an hour or so a day scheduling social media content. I’ve followed a simple method recommended by experts: post 2 to 3 times a day on Facebook, at least 10 times on Twitter and 1 time on Instagram. Sounds easy, right?
While in theory, this shouldn’t be a problem, there’s one aspect that needed to be considered before carrying on this same process each day: Analytics. It all comes down to the results you are getting vs the effort you are putting into it.
This is where each brand needs to evaluate if a particular platform is truly worth it for them. There are some of them that will get amazing results by using Facebook, while others will benefit more from Instagram. That’s why it’s important to understand that not everything is for everyone.
A couple of months ago I was completely shocked when I looked at my analytics, I hadn’t even paid attention to them in a long time. While I was investing all my time and efforts mostly on the three platforms mentioned before, imagine my surprise when I found that 75% of my traffic comes from Pinterest…thats huge! And guess what? I don’t even invest that much time in it and my follower’s count is not near Facebook or Instagram.
As it needed to be done, I sat down and re-evaluated my social media strategy. I could invest more time to grow each platform, but instead, I decided to go with the one that is already strong and it’s actually driving traffic to my site and cut back on the others.
While this is a risky move, if you are noticing something similar, you need to think about where you invest your time in. In theory, scheduling social media posts don’t sound like a big task. But there’s so much that goes into it, such as choosing the right images, messages, and links, that it can become an overwhelming activity. You could instead invest that precious time in something else.
So, what’s can you do to create a strategy that works for you? When it comes to creating your social media strategy, you need to have in mind:
You don’t need to be on every social media platform
It sounds tempting and even if you feel like you can do it, my advice is that you focus only on those that will drive traffic to your blog/business. It’s ok if it’s only one or two. Focus on quality instead of quantity.
It’s also important to consider the time it takes to create content for each one. Ask yourself if it’s truly worth it.
Consider your target market
For the nature of my business, it’s only natural to think that Pinterest is where my target market hangs around the most. After all, that’s the best platform to find content in the form of graphics. Consider your target market before deciding in which platform you will invest your time in.
It’s not about the numbers, it’s about the engagement
As an example, I have over 4,500 likes on Facebook and around 2,000 followers on Pinterest. So the logic would be to continue using Facebook over Pinterest right? Well, turns my engagement per week on Facebook is not even close to a third of the likes (thank you Facebook algorithm!).
Don’t focus on the numbers and instead focus on building that relationship with your target market.
Create your own strategy
It seems that there is a course for everything nowadays and this also includes social media. While it’s important to keep learning and follow the experts, each brand is different, therefore the results will vary. Don’t be scared to follow your own strategy, even if it’s different from what you’ve read before.