What is the client social media formula and how do I use it [NOW]?

Do you struggle with what to post or how to post? If yes this formula is for you.

Customer interest is what we seek. We seek to be effective and nurture customer interest.

The formula is easy for all social messages:

[Image] + [Engaging question] + [Call to action] + [Link]

It’s important to think of the post in terms of layers, like a delicious sandwich.

• Images should preferably be square. Studies show square images are more effective.
• Engaging questions should be under 100 characters. Short and sweet.
• A call to action matters. Tell the reader what to do.
• Your link should be relevant to the customer.

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Next apply the formula to your engagement calendar. Most social networks allow scheduling – do it.

Why wouldn’t you write out your messaging in one sitting to save time? Plan messages for a few weeks, a month or even longer.

One week’s message planning should take 20 minutes to an hour.

I prefer to use Hootsuite a perfect tool to manage social media.

[TACTICAL TIP] Use a spreadsheet with formula capability to prepare the calendar. Include a formula to count characters. Keep track of message length so they remain short and within limits [140/100] Drag and drop your messages right into the social network post field.

• Focus on popular days of the week depending on your brand. Develop a theme around days of the week.
• Plan out holidays, trivia, key dates and sales using messages effectively.
• Consider a content review process so an independent viewer can judge if the content is clear and not to salesy.

Do you need a photo for every post? No. You do need text on every one yes.

The text is what many customers say is the hardest, especially questions. Here are some examples for you:

{from a radio station twitter feed} What throwback song do you want @djawesome to play at noon? Tweet us your requests

{from a skin care company Facebook post} Would you rather have [a] a good hair day or [b] a good skin day and why?

{from Disneyland’s Facebook post} Mickey is awaiting your arrival. When will you be visiting him next?

{from Disney’s Facebook again} Today is national hot dog day. What is your choice at Disney Land resort hotdog or corn dog?

[TACTICAL TIP] Use spell check, read message out loud and read the message backwards to see spelling errors.

Messages must always be light [less than 100 characters], bright [provide a fun smile] and polite [media ready].

[TACTICAL TIP] Don’t count on privacy settings. Focusing on light, bright and polite will get you further ahead.

This post and some of the ideas came from a Hootsuite Partner seminar named 5 steps for safe & effective social media management presented by Josh Ochs founder of MediaLeaders.com