What’s the hard truth to maximizing audience engagement for a new marketer?
We’re reached a consensus: maximizing your engagement with your social media audiences is a game of consistency. When it comes to social media marketing, your total engagement is a function of how often you post. Conversely, the one thing that hurts your engagement numbers more than anything is letting your frequency drop.
So why, then, do young brands let their posting frequencies slip when they’re the ones who need it most? The answer is frequently a simple one. It’s an internal grind. Finding shareable content a few times a day and posting it every few hours is not just tedious, it often distracts from existing workflows, especially if your team doesn’t have someone dedicated to the task.
The question becomes: how do you find your force multiplier? The change you make whose effect cascades down your whole workflow? The answer could be in rearranging your team’s roles, ensuring that each person is assigned to the task that best utilizes their skills–though the benefit could be marginal if your team is small, or if they’re already rockstars. Another solution could be to rotate your team through your posting calendar, though small teams and those with large calendars may not see enormous benefits from this either.
For those in the know, the path is paved with a social media management tool, like Hootsuite or Sprout Social. These tools allow you to schedule your posts and queue them up in advance. This way, your team can load up a number of posts at the beginning of the day and your social media management suite spits them out for you. You can even post to all your social media profiles at once (or whichever ones you’d like).
However wonderful these tools are, they are still only addressing one half of the workflow problem. Sure, you no longer need to open up your laptop and make manual posts, but you’ve still got to set time aside to track down the content you want to post. You might visit each site one-by-one, or better yet, have an RSS feed you compile. And the step remains to copy and paste these links back and forth between windows (which, admittedly, is not a huge step, but we’re in the business of making the easy things easier).
As of this writing, Alto Social is one of the few social media management tools that has built-in, customizable Discover feeds from which you can pull content to share with one click. We’re trying to cover both ends of this particularly tedious use case–post-scheduling and social listening–so that you don’t feel like customer engagement is a chore. Better yet, we’re also one of the few suites out there with a free tier. Check us out! Or look at more of our features here. Because we’re new, we’re really into taking feedback and can adjust quickly to meet your needs.
Next week, I’ll go more into how to use our Discover and Schedule features and combine them for maximal effect.