“For every 10 posts, make 5 about your industry, 3 about your business, and 2 about you”
On Wednesday, I attended the Agent Reboot conference in Bellevue, WA. During his panel discussion, Gist CEO T.A. McCann (disclosure: I work for him) suggested the following axiom, which I think is a great rule to keep in mind when you’re posting online. I wanted to take a minute to share the way I interpret that quote and how I think about posting online.
Industry Posts (50%)
I work for a company in the tech space (software), and our users are in many different verticals. So that makes for an interesting discussion of “Industry.” I think the larger industry we’re in looks like Customer Relationship Management, Loyalty, and Marketing. But it’s also Customer Support, Market Intelligence, and research.
I maintain lists that help me to track the thought leaders in different spaces: for example, I make sure that I read CRM posts by Brent Leary, Mitch Lieberman, Paul Greenberg, and others. My goal is to provide thought-provoking, relevant content and to engage with the interesting questions in the larger software (and business field). It also helps to contribute, either by adding thoughts in the comments or by asking your peers what they think.
Posts about your business (30%)
This category of posts is relatively obvious (help other people learn about your business) but there’s an important point to be gleaned here. If you answer questions that people have by showing them how your product or service can help them solve that problem, it’s a much more effective message than simply sending out the same marketing message over and over again. Make the post about your business, but share a relevant point of view that people can use today, and add to the conversation (you can’t control it, but you can shape it.)
Posts about You (20%)
Finally, don’t forget to share some of you in your social media posts. If you’re a sports fan, tell us what you think. If you believe in a cause, welcome people to join you. And if you want to tell someone that you had a particularly good meal and where to find it, don’t shy from that either.