Succeeding with Social Media: Part 3

Quality vs Quantity

Whenever I speak to someone new to social media and looking to start building a presence online for their business, the first question I get is ‘How often should I post?”.  My typical response – “Ideally, once per day, but don’t force it.”

Two big mistakes I see made by businesses within social media are the extremes of either simply not posting or posting constantly.  Not posting at all is self explanatory.  Posting too often requires some more understanding.

I consistently see businesses posting (in Facebook, Google Plus, Twitter among other platforms) everything they can.  Their sites become a collection and re-broadcast location of material culled from a variety of sources.  For your fans and followers, there is no value in this.  It’s information they can get on their own just as you did.  Offer them something better.  Take one of those stories and expand on it.  Tell them your thoughts on the subject or why you see the topic of value to them.  Give them something to think about or ask more questions.  It  is far better to post less and create quality content that sets your business up as the expert rather than simply regurgitating content from others in your own words.

The other downside posting too often – your earlier content gets pushed down and tends to get forgotten.  The last thing you want is good content hidden and out of site from your fans.  With the volume of posting within most social media platforms, its hard enough to remain visible.  Don’t make it harder on yourself.

As for posting daily – this tends to take the pressure off having to constantly come up with good content.  I constantly here “I don’t have time to post.”  If you stick to a once per day game plan, you can deliver quality content without stressing over how you’ll find the time.

And the last part of my response – ‘but don’t force it’ – sometimes it’s better to say nothing than to simply post for the sake of adding some content.  As long as your are consistently posting engaging and valuable information, missing a day now and again is not a big deal.

The bottom line:  Make sure you create a regular posting schedule that YOU can handle, provide quality, engaging content, and when you don’t have the content – don’t sweat it!

Robert Nissenbaum

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About Robert Nissenbaum

As a consultant, speaker and educator I provide common sense, practical and actionable social media advice to small business owners and solopreneurs. Active using LinkedIn and Facebook since 2007, Twitter since 2009, Google+ and Pinterest by invitation before public release and now Instagram, the advice, support and training I offer are based on close to a decade of experience in using social media for my personal and own business brands, not simply what I have been taught or read. I approach social media from a very different perspective than most in the industry. I teach small business owners to shift their view of social media; to understand it’s less about their content and more about networking and building relationships. I work with clients to create the blueprint they need to succeed, help put the infrastructure and systems in place and offer continuing support. Social media is more than a career. It’s my passion. Having spoken on and taught social media since 2011, you’ll get a knowledgeable, seasoned speaker who will deliver quality content without fluff and up-sells. I am available to speak or facilitate social media training workshops at your event on a variety of topics and have presented in Washington and Arizona. Speaking engagements and workshops can be tailored to your needs with presentations as short as 20-30 minutes and training workshops starting at 90 minutes.
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