If you’ve done any kind of training with me, you’ve heard me rattle off a whole bunch of rules to get more engagement and reach on your social channels.
Well, here I am to tell you that I’m kind of a fraud when I do that. And I generally say that after I have given those rules.
If you’ve heard the rules, you’ve also heard me tell you that you should take them, experiment and make them your own. That’s because no one fully knows what will work for your audience and your organization until you get in there. Social media experts have some guesses, but there are no solid answers.
So if there are no real rules, what should you do?
Experiment on Social Media
The first thing you should do is experiment. Take a best practice and try it. But then break that best practice. Decide what feels best for you based on the type of content you can easily produce and what your audience is reacting to. Because you are a very important part of this experiment as well.
Use Social Media Data
There is so much data you can collect. Start out by figuring out what is most important to you. Maybe it’s sales, maybe it’s engagement or maybe it’s something else. Look at the results of your initial experiment: What is actually moving the needle?
It may be that you are more natural with breaking the rules (like telling a long story on a post or posting at on off-time), and your audience connects with you being you. That can easily move the needle on what’s important to you.
Rinse and Repeat
The most important thing to know is that you’re never done experimenting on social media. Take the results of your latest experiments (aka your posts) and use them to inform what you should do on future posts. Fine tune your voice and your content. And then when social media algorithms change, you will have no rules to try out to see if they work for you and your audience.
It literally never stops. But the second you feel comfortable testing something other than best practices is the second you feel comfortable doing something awesome with your social media. Just never stop experimenting.