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  • Tracie Hovey

Updating your social media strategy!

Social media is ever-changing. That viral cat video yesterday has already been replaced today by the video of the birth of a baby rhino.


As we have become more social media dependent in our day-to-day lives, social media has changed with us and our needs. Over the years, social media experts have updated the frequency of posting, but sometimes we're too busy to keep up on the latest trends.

What also has changed is what other elements we include in our posts such as photos, videos, live feeds, and more. Remember when we didn't even use images with posts? That was so 2009!


So in 2019 how often should you post?  It depends on which platform you're using. For this discussion, we are just focusing on a few of the major ones.


Facebook: It used to be that social media experts said you should post several times a day, but this year HubSpot suggested that the most that a business should post should be twice a day. That changes if you have more than 10,000 friends, which means you can get away with more postings per day. Facebook's analytics tell us that most people read the stories early in the day when people get to work, and then again right before they get off of work, so those are the best times to target your audience. Also, the analytics have changed so the way your post is delivered to a user's newsfeed is dependent on each user’s preferences, habits, and history, which makes it difficult if you want to have several posts in order. Video tends to get longer watches and more shares. And Facebook analytics favor posts that have more interactions, such as likes or shares. Don’t forget to use your Facebook stories, too. 


Twitter: The average life of a tweet is 18 minutes, so that means frequency works better for this platform. Some social media gurus say to tweet up to 10 times a day, but that's if you have enough followers for it to matter. Or more importantly, if you have enough things to say. A few times a day works with Twitter at the very least. (How to get new followers is a discussion for another day). With Twitter, mentions and hashtags are essential. To make your tweet last longer, you need to take the time to look up screen names so that, hopefully, they'll react and retweet. Hashtags help those looking for specific keywords, which also helps you when it comes to retweeting. And if you have a perfect tweet that seems to last in Twitterland a little longer or one you feel should have, you have the option to throw up ICYMI (in case you missed it)  in front of the tweet to push it out again. Twitter supports video as well.


Instagram: This depends on your business, but most experts agree once a day. If you're a restaurant with mouth-watering food or an antique store or something visual, you might want to do it at least twice a day. You can also use the multiple images selection if you wish to post, for instance, an event with several pictures, but only do it in one post. However, if your business is like National Geographic that has tons of amazing images at its collective fingertips, its staff posts 22 times a day. But that's what people think of when they think of NatGeo: photos. So unless you're NatGeo, don't bother. Just like Twitter, hashtags and mentions also matter with Instagram. Because Instagram doesn't have the analytics that Facebook or Twitter has, it's hard to track how well posts do except for the likes and mentions. And don’t forget on Instagram you can use video, too. Instagram Stories are becoming super popular, as well.


LinkedIn: While you can get away with posts that are on the sillier side on Facebook and Twitter, LinkedIn is more geared to the business-minded individual. Posts should be on-brand, contain business news, or gives advice, for instance, on leadership. LinkedIn doesn't need frequent posts like the other social media platforms we mentioned. Three times a week is recommended. After all, the site is for other busy business-minded people who don't have the time to read posts. Don't forget to use hashtags as well.





Side note about visual images — use them! Photos have always been vital when it comes to all of these platforms, especially Instagram. But experts tell us that video is even more critical because people are more likely to watch a video than a post with just a photo. But don't overdo it. Too much of anything is never a good thing.

Yes, we know there are still more platforms to discuss: Snapchat, Pinterest, YouTube, etc., but we're going to leave those for another day.

If it's too overwhelming, start with one platform at a time. Just be consistent. You'll begin to notice your base grow, which can, in turn, make your business grow. And that's something worth posting!

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