Social Media Content Strategy: How, When and What to Post

12 Sep

progressive media concepts, social media marketing, social media management, social media strategy, contentA large portion of my job is to conduct research in order to find how and if local businesses are using social media. For the most part, many companies have a Facebook and Twitter page set up, but seem to post infrequently and only use content that directs their fans to their website. This is upsetting for me, as I’m sure most of these companies believe they have a good social media strategy in place. Unfortunately, this is not the case. Content is king when it comes to your social media strategy, so let’s see how, when and what you should be posting.


With so many other business functions for employees to take care of, where will they find the time to find and post interesting content for your company? There are many platforms available that allow you to schedule your posts ahead of time. Try using HootSuite, SocialOomph, or TweetDeck to plan your posts in advance. Using these kinds of platforms in your content strategy allows you to be consistent and saves a lot of time. This will also help to keep your fans engaged in your brand even when you’re not sitting at your computer.


Try posting content multiple times throughout the weekdays. We tend to create about 4-6 tweets a day, and 2 Facebook posts a day. We feel that anything more is just spamming your audience. If you are blogging for you business, try to write an article at least once a week. Blogs are key to engaging your audience and can be linked back to throughout the week. We also have found that many social media users are active on Saturday, so you may want to experiment with posting over the weekend.

Also, do not forget holidays! Just because you have the day off, does not mean your social media sites should become stagnant. More people are on the Internet on their vacation days, and I can guarantee that you will find much more traffic coming through to your sites.


This is the most important component of your content strategy. You need to make sure that you are posting engaging material and are not just constantly sending your fans to your website. That’s not fun for anyone, and you will eventually become unfollowed. Instead, try posting tips or advice that is relevant to your industry. Ask questions, do contests, create polls, and share useful information and videos with your fans. Then in between all of this engaging content, slip in a link to your site, or share a coupon with everyone. This kind of strategy will keep your fans coming back for more, and you will start to see more loyalty.

Additionally, when your fans post something on your wall, mention you on Twitter, or leave a comment on a blog post, RESPOND! It is extremely important to acknowledge your fans when they reach out to you. Your social media platforms are not a one-way communication channel; they’re there for you to have a conversation about your company, products and services.

If you are a business owner who feels that your social media content strategy can be improved, do not hesitate to contact PMC. We will be pleased to take a look at your social media presence and give you some advice!

4 Responses to “Social Media Content Strategy: How, When and What to Post”

  1. Social Media Marketing September 21, 2011 at 7:16 am #

    Really helpful tips …
    In social media content strategy,we just concentrate on:
    * Knowing your audience pain point
    * Knowing when your audience hang out
    * Then measure the result.
    Actually I am doing all the work which you mentioned in your post and it actually works.

    • Nicole Introcaso September 22, 2011 at 9:04 am #

      All very good tips! Glad to see that your content strategy has been successful. Thanks for commenting!

  2. Brittany at Sprout Social October 4, 2011 at 5:24 pm #

    Great tips! I’ve run across a number of businesses that create Facebook and Twitter accounts, automate their blog posts to instantly populate their feeds, and then are surprised when no one ‘likes’ their page or engages with their content. It’s all about starting the conversation with your customers. Once you begin engaging with your audience and responding to their comments/questions/concerns, you’ll gain a much more loyal fan base.

    Even for businesses that don’t have someone to manage their social media accounts all day, scheduling posts and monitoring (and responding to!) mentions will go a lot further than a silent or fully automate account.

    • Nicole Introcaso October 5, 2011 at 9:21 am #

      These are all great points. Those who are using automated posting platforms, such as HootSuite, should still make their scheduled posts as engaging as they can be and always respond to their fans. Spamming the Internet never gets anybody anywhere. Companies that depend solely on automatic posting without any genuine interaction will not be happy with their results.

      Thank you for commenting, Brittany!

Leave a Reply

Fill in your details below or click an icon to log in: Logo

You are commenting using your account. Log Out /  Change )

Google photo

You are commenting using your Google account. Log Out /  Change )

Twitter picture

You are commenting using your Twitter account. Log Out /  Change )

Facebook photo

You are commenting using your Facebook account. Log Out /  Change )

Connecting to %s

%d bloggers like this: