Perfecting the Balance of Content on Social Media

So you have your social media strategy in place and it’s time to create the editorial calendar. While your business might have a lot of events or company news coming up, finding the perfect balance between news, business and personality is crucial in order to really engage your audience. Still a little confused? Follow along as I give you a run-down on how to create the perfect social media content balance that will wow your fans and keep them coming back for more.

50 Percent News

The truth is, people love to be in the know as far as what’s happening in the news. Depending on the industry you’re in, use each morning as an opportunity to follow any developing stories in the news. Search for specific keywords that relate to your industry that hone in on what your readers would be interested in reading.

The key to posting news articles on social media is to create a captivating sentence that will grab people’s attention. Next, make sure you include the full URL in the body of your post, so users know exactly where they’re being directed to when they click on the link. Finally, it’s always beneficial to include an image or video with news articles as opposed to just letting the link post below.

30 Percent Personality

Both users and search engines like to know there are humans behind a brand. Some great examples of brands with personality on social media include Taco Bell, Oreo and Dunkin’ Donuts. If you look at their Facebook pages, you’ll notice that they focus their content on the fans, which in turn has allowed them to really connect with them on another level.

While all three of these brands still focus on their branding, it’s in a personable and fun way where users can grow an emotional attachment to the brand. This is done by asking users personal questions, responding in a timely manner and wording content specifically to entertain users.

20 Percent Business

Of course with any business you need to spend some of your time promoting your brand on social media. While this should be the least of your focus, find creative and subtle ways to promote your business with insider pictures of your staff on your weekly outings, what’s happening in the office or even sneak peeks of new products or services that are rolling out soon in an effort to generate awareness and excitement. People might not be favorable of this type of posting on a daily basis, but when you balance it out with industry news and genuine personality, fans will eat this type of business information up!

When it comes down to it, having the perfect balance of content on social media is like having that perfect ratio of both peanut butter and jelly on a sandwich. Too much of one ingredient can be a recipe for disaster, but if you balance each ingredient properly, you’ll understand how so many brands have found success with their strategic social media campaigns.

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