Social Media 101: Posting Content Relevant to Your Audience (and Your Business)

It’s a noisy world in the content space and will continue to be so as social platforms evolve and more people choose to receive information online over other media sources.  In fact, by 2021, 53.7% of the global population will access the internet each day as they ‘search.’  What they search for is out of your control, but if they are searching for information specific to what you do and your industry, will they find you? 

Your prospects and clients can find you only if you are providing relevant content to what they’re searching.  ‘Search’ finds blog posts, video, and podcasts, and the more you post, the more likely you can be seen.

Unfortunately, there are missed opportunities as individuals aren’t aware of what they’re doing to their careers by what they post.  An example (we’ve seen) is individuals working in the financial industry posting quotes day in and day out, but nothing about the industry they work in or the services they provide.  Positive daily quotes are great but can lead prospects and clients to assume that the individual is in the business of quotes, not financial services.

Or how about the graphic designer who posts pictures of his wife competing in a beauty competition on LinkedIn.  Then there is the sales agent you just hired posting pictures of herself having drinks with her softball team on her company social media profile.  A better opportunity would’ve been the graphic designer displaying designs he did for last week’s clients, thanking them for their business and how much he enjoyed working with them (still focusing on the industry he’s in). And did you know the softball team having drinks in the social post participates in organizing a school supply drive?  The sales agent could’ve asked for all her customers to support her in donating by posting it to her profile page, along with relevant information about the drive and a team picture.  In either case, they both missed an opportunity.

When it comes to content, you don’t have to create original content to get noticed.  LinkedIn’s content publishing opportunities continue to evolve beyond the written material, now including video and podcast publishing. Overall, engagement has decreased for original content, and short form status updates (posts) are proving to get more comments and shares than long-form articles.  What does that mean for you?  It means you should repost links from multiple sources that feature content specific to your industry on multiple social media platforms.  Sharing and not creating is driving engagement.  Think of it as ‘borrowing,’ and there is nothing wrong with it.

We hope you are intentional about your content sharing and posting and realize that what you put out on social media can either help or hurt you professionally and can have the same effect on your company.  If your company expects you to participate in social media but doesn’t provide you with relevant content to your industry, they are risking what we refer to as ‘rogue posting.’  With Facebook, LinkedIn, and Twitter being the platforms of choice in the US for business engagement, companies need to provide relevant (and compliant) content for all employees.