That’s the question from time to time runs through our minds. WHEN we feel we aren’t getting enough traction or engagement through our social media efforts.
There are hundreds of thousands of Pinterest posts with infographics breaking down each social media platform by size, showing you HOW many posts a day or week you should be doing, and at what time. Great, mystery solved!
But it’s not solved. Even though they have the facts straight, it still might not help you get what you want. The reason, every person using social media is making attention a moving target. The attention you seek is not always in the same place or time. Attention does not work on a schedule unless the people giving it are anticipating what’s coming. You know WHEN the most amount of people are looking at social media just by watching the traffic on a platform, just like you can tell WHEN it’s rush by checking out the highway. Just like rush hour, everyone is slower to get to their destination.
WHEN you factor in everything that makes social media attention a moving target, you might come to the conclusion that WHEN new people discover you it’s by sheer luck. And if you didn’t plan it or have a strategy, you’re probably right.
Social media hasn’t been around for a very long time, barely enough time to see definitive trends. But some trends are emerging. I’ll share a few examples with you.
LinkedIn and Twitter seemed like abandoned cities for a while and now they are thriving. While everyone diverted their attention to the new shiny thing (probably Snapchat) it created a situation WHERE the content contributors stopped showing up and the content consumers continued too. There wasn’t as much traffic and the was less competition. Yes, those platforms algorithms work differently but, WHEN there is less content the algorithm will try to optimize the situation creating greater exposure for those involved.
Snapchat, Tik Tok and the like proved we did learn something about social media. WHEN there is a new empty place to reach new people, we embrace it. Everyone was a bit slow to use Facebook, Instagram, Twitter and YouTube and looking back they felt like they missed an opportunity to grow fast with those apps. People don’t see it that way anymore. Now whenever there is something new, it becomes a race. And the race is fast and over much sooner now.
There’re more changes within each platform now than ever before. They are creating new and exciting ways for you to broadcast content mainly for two reasons. One, to keep you from going anywhere else. Two, to stave off any new potential platforms on the rise. By doing this they may prevent you from becoming bored of creating and posting content the exact same way forever and ever and you will be less likely to go somewhere else to do something new. I’m not saying they prevent it completely, but it sure does slow down the outflow of content creators.
SO WHERE, WHEN AND HOW DO YOU POST?
It’s going to come down to old school Main Street type methods. Because even though social media is new, the attention from the consumer side has not changed all that much from HOW it is earned. It’s changed in the speed in which it is earned/lost and mainly where it is located (online). Here are a few key points ill share with you to help you improve your exposure and engagement.
- BIO –
Your Bio helps you get the attention of the right people, the ones you
intended to serve. Get people to utilize information in your bio like a LINK.
Get them somewhere so they can find out more about YOU. Be very specific
as to what you’re about. This makes sure you reach the people you need too.
There is no point of being vague and getting attention from people who
aren’t clear on what you do. (Main Street example: The sign on your shop
and your window display should give a person a very good idea of WHAT you
do, before they even begin to pass judgement on HOW well you do it. If
you’ve ever seen a sign or storefront that is vague, you’re less likely to
spend your time trying to figure out WHAT they do or sell, you don’t have
the time for that.)
PRESENCE, PRESENCE – It’s important that you be consistently present. You
don’t really have to chase WHERE the traffic is. You need to be there with
the right stuff when they need you. That means be consistent in WHERE you
are and what your message is. (Main Street example: On Main Street there
are stores you might not need every day; you might only need them
occasionally during the year, season or during specific time in your life.
But when you do need them, they are there for you to walk right in. And
you know that because for years they have been there, and you have merely
noticed them out of the corner of your eye…. CONSISTENTLY)
- ORIGINAL – You don’t have choice really; you’re going to be original (different) in some way. But will you strive to be more like someone or something else. Are their words going to come out of your mouth? Will your posts or websites look the same? I understand that when people see someone succeed, they have done something right and therefore it looks like a formula for success. But their most important ingredient was originality. They did it first or differently, and that made the most difference. (Main Street Example: Most mains streets have a few restaurants, but occasionally there may be two pizza places for example. The first one was succeeding very well and when the second one shows up, they still did. Why is that? Well if the first one was copied; they will most likely win because they are established. Duplication will not give anyone a reason to switch. But if someone shows up with a different look, quality and taste, then you have created a reasonable choice for the consumer and they will then choose what suits them best, and that could be you!)
You can maneuver and adjust to WHERE the sweet spot supposedly is, but you’re not going to find what you’re looking for, you’re going to find the traffic everyone else is stuck in. It’s better to be a destination, you can’t keep moving around town. Online businesses are capable of incredibly fast growth, they are also incredibly nimble and adjustable. But if you chase after the supposed sweet spot on social media platforms, you become a moving target, and likely a lot harder to find.