A common (and understandable) mistake that many people make as they’re diving into social engagement is to limit their content to promotional updates. This is reflective of the traditional marketing world in which all outbound push messaging is just that, but things have changed; now we build our marketing efforts on trust, engagement, and community.
There is, of course, a time and place for marketing and promotional messages, but don’t limit yourself. Consider broadening your scope a bit. This will make your content more appealing and lessen the burden of creation. Some options for types of updates may include:
Adjacent content: It’s a pretty safe bet that if someone is following you they’re interested in what you offer. It’s an even safer bet to say their interests don’t stop there. Share content that’s tangentially relevant to your business or something involving common interests of your audience. For example, if you are a clothing retailer, you could post about up-and-coming beauty trends or news from a major designer. These topics quite likely directly align with the interests of your audience.
Tips and Tricks
Tips and tricks: Add value to the conversation by sharing content that will make your customers’ lives easier (bonus points for tips and tricks that help them use your products or services).
Responses: Not every update has to stem from original ideas of yours; you can bounce off the ideas that other people are already posting. Social media relies on conversations, so jump in and be a part of them. You can even look for Twitter chats that are relevant to your brand and dive in. (This is also a good way to get your account and brand more visibility.)
Non-promotional company information
Non-promotional company information: If your company does amazing volunteer work in your community, don’t be shy about sharing it! If there’s a rather impressive showing at the company Halloween party, you definitely want to share that. Giving a sneak peek into the culture and community within an organization goes a long way to building relationships by humanizing the brand. Social media provides a fantastic way to go about this.
Job openings: Social channels can be an incredibly fruitful place to find new talent and publicize job openings. Job seekers are increasingly using social media as a way of learning about companies and their open positions; it’s a match made in Internet heaven. Get those listings out there and be sure to highlight the most important ones.
Jokes: This is a tricky one, and it’s more of a branding question than anything else. First of all, know what your brand is and what kind of personality it embodies. If humor is not a part of that, you might avoid this type of post. It can backfire and be incredibly awkward. If you are going to try humor, safety first! Ensure you’re not unintentionally sharing something that could be offensive by testing it amongst your colleagues, friends, or even family. Always err on the side of caution with sensitive topics; a disaster can be really painful. Once you’ve made sure the humor is acceptable, make sure it’s actually funny, because a bad joke is just embarrassing.