Social Media Advice: Where, When, and How
Awareness. How can your small businesses get more of it? Below we’ve compiled advice for the big three social media questions: When, Where, and How do I post?
The best way to begin is to develop goals for your social accounts that are (SMART) Specific, Measurable, Achievable, Relevant, Timely.
Where to post
For the sake of brevity, we chose to share three social platforms. However, there are many other platforms that are just as effective, depending on your audience, including Linkedin, Twitter, and Pinterest to name a few. Here are some social media demographics for 2021 according to Sprout Social:
- # of monthly active users: 2.7 billion
- Largest age group: 25-34 (26.3%)
- Gender: 44% female, 56% male
- Time spent per day: 38 minutes
Facebook remains the most used and most dominant platform of any social media; Its audience is extremely diverse. Although the largest age group is 25-34 (at 26% of total users), Facebook has recently seen a huge inflow of the boomer generation. If your business provides services or products for an older generation there are a lot of opportunities here to capture their attention.
If you haven’t established an account for your business yet, create a Facebook business page. With this page, people can see your updates, your operating hours, a link to your website, and even directly message your company.
Here’s a link to get started with the Facebook business space.
- # of monthly active users: 100 million
- Largest age group: 18-24
- Gender: 59% female, 41% male
- Time spent per day: 45+ minutes
This is the BIGGEST platform for the youngest generation right now. Although their user numbers don’t match Facebook, their dedication to the app and time spent per day make up for this. The average user will spend an incredible 21 hours per month on the app. Video is king for social media, and Tik Tok can brilliantly humanize any brand that utilizes it correctly.
Tik Tok loves trends, challenges, and movements. If you give creators a chance to take part in something original. Users love to display their creativity and their unique lives. For example, one of the biggest Tik Tok trends in the U.S. is the #InmyDenim challenge started by Guess. The video would start with the creator wearing drab clothes and then cutting to their best outfit that included denim. It allowed creativity and freedom while creating a desire for viewers. User-Generated Content adds to the authenticity of trends. When real users mimic and build upon your content, that’s how you know your campaign is working. This desire to be included in the trend will drive users to the bottom of the funnel extremely quickly.
- # of monthly active users: 1 billion
- Largest age group: 25-34 (33.1%)
- Gender: 57% female, 43% male
- Average time spent per day: 29 minutes
Instagram has a huge millennial user base. The Facebook-owned app is doing everything it can to be a one-stop shop for social media content. Over the years they have added stories, story highlights, IGTV, reels, and now they have Instagram shops. When you create/convert your Instagram account into a business account, you will have access to features that allow you to create your own shop. If you sell crafts or similar items this could be a good platform for your business. Here’s how you set it up:
When to post
As often as possible! Try to get as much content out as you can when first starting out. It’s important to know who your audience is so that you can plan posts in time for your audience to see. For example: if your target market works night shifts, it could be wise to post sometime in the afternoon, since they will most likely be sleeping for most of the day.
According to Sprout Social, the best time for posting during the week is midday (11 am – 2 pm) when people are on lunch break. Use a Tuesday, Wednesday, Friday schedule at 11 am to begin and collect data from there. Continuing to adjust your schedule to achieve a maximum amount of engagement is the key.
How to post
Tone and interaction
Captioning posts will be different for every business. Social media can be a great tool to showcase your unique brand voice. If your company’s tone is lighthearted and funny, it could be wise to include jokes and conversational language in your posts. Wendy’s is a great example of this. Not only do they post with their brand voice, but they also interact with it as well. Their consistency is what earned them 3.8 million followers on Twitter.
Managing your social media can’t just be posting and walking away. Log in as your business and like, comment, and share!
A quick example of flawless interaction is Meat Market Tampa. Meat Market is an American steakhouse in Tampa with an incredible knack for engaging with customers. When they aren’t posting incredible food pictures on Instagram, they personally thank customers that tag them in posts or stories. A simple act like this will let consumers know they are valued.
When posting, be sure to use hashtags! But there are some stipulations. Keep them short, sweet, and topical to your post. Follow what is trending, and try to curate posts to join the conversation. Turn the trending topic back to your product in a tasteful and helpful way.
#PLEASE #DON’T #HASHTAG #EVERY #SINGLE #WORD #IN #YOUR #POSTS
#SPACING PROBS (If you want multiple words in a hashtag, DON’T press space.
KEEP IT #SIMPLE
When considering your strategies, don’t hesitate when creating your social media account. It is a low-risk – high-reward marketing venture (if you aren’t concerned about your data ;)). In a Hubspot Consumer Behavior Survey (2016), People were asked what type of content they wanted to see more of in the future. This was their answer…