What makes a good Social Media post?

A complete Social Media Campaign works really well if the posts hit a few important notes.

So what are they? Read on as we take you through our most important factors to consider when it comes to constructing your Social posts.

Be on brand 

Social Media is a way to show your character and personality behind the mask of marketing. It is a way of letting your potential customers see a little vulnerability in your presentation, as if the reader has just casually dropped in on a candid conversation. 

This is particularly important in Australia, where building rapport can take a while.

Coming across as genuine is important, so the first thing to do is to find your genuine nature. Your authenticity. Well, your good side at least.

So take some time to do some soul-searching to find your business’ best genuine side. If you were your customer, who would you hope to pick up the phone? What kind of reception would you be most warm to? What kind of conversation would you expect with them?

So, choose a topic that is in character, then write in character as if you are already having that conversation.

“Why does Dan love the new Lockhead trailers, but not Sam?”

Show, don’t tell.

Hammy screenwriting has a character turn to the audience and tell them what they should be thinking. This is especially disjoining when the action screams the opposite.

Instead, let the action show them what already happens, and let them make up their own minds. 

If you are a wildly zany creative agency where ideas bounce off the walls, don’t tell them that without showing it. Perhaps make a few unconventional videos or topical comedy posts to let them know to expect a chaotic, no holds barred, no judgement sandpit of ideas.

Or, if you are a no-fuss professional accountant, then showing how your well-informed and sage advice helped a business achieve stability is ideal. A post here might be a celebration of a stage in a previous client’s success. “Congratulations to Triangle Bricks! From $200,000 to $2 million turnover in just two years. We are so proud.”

Or a sports camp for teenagers. Use plenty of pictures and describe what happened at that camp. “Great to see young players like Zac getting coaching tips from tennis great Yvonne Cawley.” and “Well done Magda – congratulations on winning the Under 18s Geelong Cup!”

Be honest, be humble, and let an accurate portrayal precede you as to what they will get, and how they will get it. If they like what they see, and then you deliver to their expectations, they’ll be happy, you’ve built up trust, and they’ll come back with public praise and friends.

Pull with value, don’t push with persuasion.

Social Media is not advertising, and any whiff of salesiness can turn an Aussie right off. Put away your pitch.

Instead, draw the reader into a conversation with topics of interest and value.

Social Media gives you the opportunity to offer wisdom and valuable insights, but also to attract people who like what you are saying.

This would usually have something to do with your industry, so you would find an interesting aspect of your industry and talk about that, as if the reader has visited your site and caught you talking casual shop.

“Sean the Chef invented the Beef and Kalamata pie. …interesting, Sean – how did that work?”

Give them some insight as to what it is like working in your industry, and how you go about solving problems with yourself or the client.

Be interesting

You can go off-topic once in a while. It’s okay. There is a more important rule: Be interesting, not boring.

Not every post has to be about things in your industry. Every now and then you can ease up on your industry talk and write about a current topic not quite so related, just to advance your brand’s character. 

Maybe you saw something funny at the shops. Maybe something at the Olympics people can relate to. Maybe it was our breakdancing entrant.

Don’t veer off for too long, as the lack or relevancy is also boring, but you can mix it up. 

So there is your overall guide of general principles for good Social Media: Stay true to your character, don’t sell or preach, and keep it of value in one way or another. 

And above all: Keep it interesting.

If your brand or business is lacking in social media strategy or direction, it might be time to book a 15-minute strategy session with us to find out how we can support your business growth.