Yep, you heard me right. I just implied that there is, in fact, a bit of science behind social media.
Surprising as though it may be, it’s completely and 100% true.
If you’re a bit skeptical, that’s OK – to be completely honest, I was, too. When I was first hired on here at Transformation Marketing (I held the position of Social Media Coordinator for a couple of years) my job was to create all of the Facebook and Twitter posts for our Social Media clients. Initially I figured it would be easy – toss up a few fun posts about pizza (for Papa John’s), some lighthearted quips about fun times out at the pumpkin patch (for Roca Berry Farm), and some Zen tips on how to “go green” (for American Recycling).
However, posting for our clients turned out to be anything but “easy”. Now, that’s not to say that it was incredibly taxing and laborious, because it most certainly was not. And, it was ALWAYS fun. But, there are quite a few components that go into each and every post and, while the final product may appear to have been effortlessly posted (which is what we strive for), the fact of the matter is this…there’s a LOT of “behind the scenes” work going on.
There’s research.
There’s planning.
There’s also variety, timing, statistical analysis…and a whole lot more of “a little of this and a little of that”.
Research
There’s a substantial amount of research that goes into that goes into each and every post we push out. To ensure that we’re staying relevant to both our clients – and their followers – we have to make sure that we’re knowledgeable about all aspects of their business as well as their business. For example, Bonsall Pool and Spa sells, installs, and provides maintenance for above ground and in-ground pools, hot tubs, saunas, and accessories for each. Plus, they sell a variety of other things, too. And, to top it all off, they’re a wealth of information. So, post for them need to be, amongst other things, accurate, informative, and helpful.
Planning/Timing
By planning, I’m not only talking about deciding what to post, but also when to post – which applies to both the time of day as well as the time of year. Lost In Fun – one of our other Social Media clients – has a posting schedule that’s unique to them (as do all of our clients). Because of the fact that the majority of the patrons of Lost In Fun are parents of small children, there are some times throughout the course of the day that get a LOT more reach than others – like mid-morning, mid-afternoon, and later in the evening. These are either times that little ones are napping, or times that parents might be, say, sitting in their car at school, waiting for the bell to ring and for their kiddo’s to come running. All times that the individuals we’re trying to reach for that particular client are most likely to be taking a few minutes to do some scrolling on Facebook, Twitter, or Instagram.
Variety
Another one of our clients – Roca Berry Farm – is TONS of fun to create posts for. Seriously – fall weather, pumpkin patches, bonfires, and haunted houses – what’s not to love? And, while we could completely bombard their Facebook and Twitter feeds with nothing but photos and posts of cute kids picking pumpkins, there’s so more to Roca Berry than just that! Which means, of course, that it’s our job to make sure that businesses and groups know about the perks of hosting gatherings in the bonfire area, and that people know there’s a little bit of something for everyone – young vs old, scary vs not scary, day vs evening and night, and so on and so forth.
There are a LOT of other components that go into creating the perfect social media post – like the statistical analysis that is created on a monthly basis for every single one of our clients. And, of course, a good portion of what it takes to create a great social campaign are derived from that special, intangible “something” that is born from the creative mind (which are secrets we just can’t bring ourselves to divulge!).
Interested in learning more about how Transformation Marketing can help grow your business via social media? Give us a call! We’d love to show you all the amazing things the right social media campaign can do for you!