Fans loves brands, but that doesn’t mean that they want to be connected with them at all times. And it definitely doesn’t mean they want them overloading their news feeds. Research from eMarketer and SocialVibe found that one-third of US-based Internet users who cut social ties with a brand did so because they posted too many updates.The trick to staying present in your fans’ feeds is by evaluating your current presence and ensuring that you’re sharing valuable content that isn’t spammy. Here are a few points to consider:
How often is my brand updating its social pages? – As a general rule of thumb, brands can get away with posting more updates on a site like Twitter (where content is constantly updating and the lifespan of a link and post are shorter) than on a site like Facebook (where the content is updated less frequently and posts can stay fresher longer). Start out conservatively with your posts on all platforms (e.g. three posts per day on Facebook, one post every couple of hours on Twitter) and then adjust as needed. If you’re content isn’t getting the response you want, or you experience a drop off in followers, it might be time to retool your approach.
Are we sharing quality content? – What qualifies as quality content depends on what product/service your brand provides. Are you keeping followers informed of sales and promotions? Are they the first to know about updates and new products? Are you offering valuable or interesting tips or advice to solidify yourself as an expert in your industry? If the content your sharing doesn’t fit your brand’s mission, or only focuses on promoting your brand, you could risk losing your followers and that target audience.
Have we asked the fans what they want? – Sure, you can guess about the best approach to take for your followers, but why not ask them? Pay special attention to your brand’s social feedback, or take the time to ask fans directly. You can ask through a Facebook poll, a single post inviting comments and responses or by creating a survey. Although you shouldn’t blindly follow followers’ suggestions, examine them with an open mind. If the majority of followers complain about frequency, experiment with fewer posts.
For more guidance on improving your brand’s social efforts, check out our social media marketing resources.