I started a monthly comedy event in Bristol just over a year ago. We created a Facebook page, and promoted our events using Facebook’s event creation and advertising tools. By the end of the first year, we had an audience for the page of 500 people, and could easily create events, invite people who would be interested, and boost posts to our audience members and their friends.
We didn’t create a Twitter account. We didn’t use Instagram, LinkedIn, Snapchat or Pinterest.
Promoting comedy taught me a really important lesson about social media. It is a toolkit. There’s no point using the wrong tool for the job. You wouldn’t use a hammer to put together an IKEA wardrobe (although you might feel like it), so we didn’t use irrelevant tools for our business either. In fact, we only posted to Facebook once a month. We boosted the post, and shared the event by inviting people. This all sounds very laissez-faire, especially when some brands are determined to post every day to every social media channel. But unless it’s relevant, posting several times a day can be a waste of your time. Posting less frequently, but thinking carefully about what you post, is the rule of thumb.
Whatever your product or service, think about your customer. Where do they hang out? Which channel is appropriate to reach them on, to start a conversation about your business?
The crucial rule is, if it doesn’t work, stop doing it. If your posts go largely ignored, if no-one re-tweets, then stop. Find out where your customers spend time scrolling, and go and present yourself in the right way there. Save yourself a lot of time and money.
Get in touch for a free consultation, I love a challenge and a chat.