What do I mean by Social Media Content?

Content is the information and ideas you share on social media platforms. This can be, for example an Instagram post about what you had to eat for dinner last night or a 140 character tweet on Twitter about your awful journey to work.

Establish your target audience and ideal customer.

In order to create any shareable content, it is important to establish your target audience. Who are they? What are they interested in? How old are they? Think about how your product can be used to help their challenges and solve their problems. It may be easier to create an image of the perfect customer and consider the following factors:

Their age – What age group is your product most likely going to attract?

  • Location – Where are you most likely geographically to find them?
  • Gender – Is your audience either male, female or a mixture of both?
  • Interests – What is your customer interested in and how can you incorporate this into shareable content for your platforms?

Establish the right platforms to share your social media content on.

So, you’ve established who your audience are and now you are wondering where you can find them? Depending on the key factors discussed before, you will start to get an idea of where to find your audience. Different social networking sites attract different users depending on what they offer. Research different platforms to discover the people who you believe will need your product.

For example, if you wished to share a video of a dog sneezing you may have narrowed it down to the following choices:

  1. Facebook – a social networking site that is used to connect with friends and family. 91% of users are aged 15-34 years old.
  2. Twitter – a space where you can give and receive quick real time information from friends. This site is mostly aimed at 18-29 year olds
  3. LinkedIn is similar to Facebook but professional and a job hunting platform. On LinkedIn you are able to connect with seniors at big corporate companies and new start-ups. 27% of 300 million users are aged 30-49.
  4. Instagram is a image sharing platform as well as marketing platform. 53% of Instagram users are aged 18-29 year olds.

The key to having success is finding the correct platform, you wouldn’t use LinkedIn to share a funny dog video. A video of a dog sneezing just would not appeal to 30-49 year olds looking for employment. The age demographic wouldn’t engage well with such content; Twitter, Facebook and Instagram are your better options. Instead use LinkedIn to share any important news regarding your industry or professional field.

What to post.

Now that you have found your online voice, you will need to figure out what to post to grab your community’s attention. Different people react and engage differently. Try including these four types of updates into your posts:

  • Image Update – including images or video in your post with or without text.
  • Links – including links to somewhere on the web.
  • Plain Text – text only updates.
  • Reshares – this is simply sharing a post made by someone other than yourself.

Videos earn the highest rate of engagement, despite only making up 3% of content

Opt for a good balance between the four updates.

Create a social media content calendar.

Create a social media content calendar to manage posts and keep ahead of time. Set aside time to plan posts. Ask yourself how many times an hour, day or week you would like to upload content.

If the number is too high, your followers will find you annoying and will unsubscribe. If the number is too low, your followers will assume that you are no longer active. 92% of companies Tweet more than once a day, 42% Tweet 1-5 times a day, and 19% Tweet 6-10 times a day. Pick a time and date where your followers are most active – Not too early or too late. Be sure to consider international time zones.

Don’t be afraid to drop anything that does not work. If your audience just isn’t engaging well with the content focus on the platforms that are more promising. There is no point in forcing something that clearly isn’t working, your content will continue to fall on deaf ears. This isn’t a sign of failure, instead you have pinpointed exactly where your customers are and where you should be to continue to grow your online presence. 


Communicate with your audience.

Engage with your audience. Aim to answer questions, reply to comments or reviews (good and bad) and find solutions to all customer problems. This is a great time to refer a customer to other services and products you have. Followers love it when they are able to connect with companies via social media. Building trust with with customers encourages them to buy your products or use your services.77% of Twitter users feel more positive about a brand when their Tweet has been replied to

Be consistent.

Be consistent. Consistency is the key with social media. Social media success heavily depends on your commitment and dedication. Be consistent in all aspects of social media. Continue to update your accounts, reply to comments and interact with your audience. Building a strong online presence and engaged audience will seem difficult at first but with time and patience it will happen. Don’t expect to see result as soon as you set-up an account, give yourself a sensible period of time, during this track your progress.
Good Luck!

Precilia Likolo
Photo by: William Iven                         Photo by: Brooke Lark
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