Due to the COVID-19 pandemic, a lot of social media professionals have lost their jobs and people that already have their plates overflowing are trying to take on the load. Even worse, these people that are now in charge of these accounts, in most cases, have never run a social media account and are desperately trying to figure things out on the fly.
Because of this, I am dedicating this week to simple tips to at least keep the accounts running.
All in all, I firmly believe if you truly love what you’re talking about and make sure you are in that mindset every time you touch social media, everything will be fine. You do not have to do all of the technical stuff to have a social media presence that performs. However, there are tiny things that can make your presence just a little better. And that’s what I want to focus on this week.
Sharing on Social Media
You have next to no time. You need to get content out there as quickly as possible. And other people are producing the type of content you want to get out there. So it makes sense to just press share or retweet, right?
Taking the shortcut always has consequences, and in this case, those consequences can be catastrophic.
On Facebook, it can really hit you the hardest. Facebook’s algorithm will look at any content you pressed the share button on to put onto your own page and think, “Hmmm… This is already on Facebook, so we don’t need to show this to as many people.” And because the network’s algorithm looks at the reach and engagement of previous posts to figure out how many people it should show future posts, just pressing that share button once can mean all of your posts in the near future will have fewer eyes. Ugh, right?
But it doesn’t end there. I have seen a lot of people just pressing share and that’s it. If you do not write a new caption, it becomes very unlikely that people will read anything. Fans skim and their eyes will skip over the grayed out caption.
So fewer eyes on your posts and only a small portion of those eyes actually reading anything.
And we haven’t even gotten to the lack of respect a page that only reshares gets from fans…
Yes, it’s true. Fans don’t respect accounts that only reshare. Nowhere is that more obvious than on Instagram.
Fans do love when you share their photos and you should absolutely do that. But if that’s all you’re doing, you’re not creating a community that is giving and taking. You’re just taking.
Slowly, fans will look at what you’re doing and wonder why they are following you when they can follow these terrific accounts you are resharing.
Even if your photography skills are not top notch, sharing a little bit of how you see your product will be enough to get fans to trust you and you will keep them longer.
Remember how I said that fans skim and don’t read? The same goes for images.
When fans are hanging out on Twitter, they skim the profile pictures to find the accounts they care about. Have you ever noticed that when you solely press the retweet button your profile picture no longer comes up? It’s just the picture of the person you are retweeting.
How would you react if an account you’ve never heard of ends up in your feed? Not as well as you would if a familiar face showed up. The trust immediately goes down and fans are less likely to engage with the content.
In the end, it’s best if you are regularly creating your own content. But if that’s simply not possible and someone shared something better, then make sure you share the link yourself. Or download the picture and (with permission) upload it to your account.
The more social networks sharing original content, the more eyes you have a chance at winning over. And that is golden.