Dear Social Media Community Managers,
You post too damn much.
Your Not-As-Loyal-As-You-Think Fans
Your brand’s place in the universe
It wasn’t until Galileo Galilei that man questioned our place in the universe. How can the earth possibly revolve around the sun if we are the supreme species in the universe? It took basic earth sciences to figure out that we aren’t nearly as important as we thought of ourselves. So why do community managers project the idea that the world revolves around their brand?
The usual suspects here are all-too-active posters. Who’s guilty of this? You. Me. Everyone has the perception that more is more. By posting too much and throwing your brand out at every possible corner you annoy customers. You dilute your best content. You risk associating your brand with unsavory things. You take away the point of social media.
You annoy your customers
Social media is not traditional advertising. You aren’t increasing your value by screaming the loudest. Driving around with a megaphone may have been a great method to get your name out there but that method won’t take you further than the unsubscribe pile nowadays.
According to PR Daily, the top reason why consumers unlike brands (44%) is because the company posts too much. The second reason (43%) is because their walls are already inundated with marketing crap that they are clearing space. That means that not only is this an individual problem but an industry problem!
You are diluting your content
If your digital marketing strategy is to throw everything in the air and hope it sticks you’ll be sadly mistaken. Having a presence doesn’t mean having a branded opinion about everything under the sun. For every irrelevant or average post you make, you’re diluting the great content that you are producing.
Quality over quantity is forever true. An amazing article will go much further than a half-ass article. The same goes for a thought out post compared to a typically average post. Every time a major current event or Holiday happens, unless you have something relevant to say and it’s appropriate then don’t try and squeeze your way into the conversation.
Since so many brands are now actively using social media, the space for good content becomes smaller. That means your brand will be scrutinized if they make just one more generic, boring post like “Happy Holidays everyone!”. The top reason why Twitter users unfollow brands is due to the repetitive nature of a brand’s Tweets so just think before you hit that “Post” button.
You are associating your brand with every current event
Every major Holiday, brands love to create some fine Holiday-related corporate messages. That is great if it’s relevant! I don’t care that my local Italian shop that I follow is wishing everyone a Happy Valentines Day. I DO care if they are offering date recommendations. I don’t care what your opinion is about those suffering in the aftermath of Hurricane Sandy. Condolences are a dime a dozen – are you offering something to actually help those victims?
How do you know when you’re posting too much?
The only way to know is by testing your audience. Use common sense and realize that some businesses have less to say online than others. Acknowledge that a smaller business has less consumers and therefore less of a need to create a constant stream of content.
Start out tight-lipped and steadily become more open to your customers. Your business will likely run out of good, relevant content before you reach critical mass with your followers but be wary. Keep track of unfollowers/unsubscribes and drops in engagement.
Sit there and imagine you’re a fan and think – Is what your thinking of posting interesting? This is a surprisingly accurate approach in sifting the bullshit out of your content calendar.