2018 is over, so you can leave all of your preconceived notions about posting frequency behind. Instead, focus on quality over quantity. You could post 100 times a day, but if what you’re posting doesn’t resonate with your audience and they’re not engaging with your content, your posts will disappear into a dark hole of rejected social media efforts.
Social media algorithms favorably rank contentby different standards，如下所示：
- Facebookranks meaningful interactions highest.
- Instagram’s algorithm orders content by popularity, relevancy and a user’s relationship with the account that posted it.
- 推文按时间发布并与用户相关。
- LinkedIn content is ranked by engagement and the degree to which you are connected with someone on LinkedIn or have mutual connections.
- Pinterest places content based on previous user interactions.
Social media is about了解您的听众, tailoring your content to their needs and getting them to engage with your brand. It takes time, but it’s worth it.
关于平台和发布时间表的知识
监视您行业空间中的数字对话，以了解人们在说什么。他们将指向您正确的方向来创建人们的内容actually want阅读。使用类似的工具SEMRush要发现人们正在寻找的关键字，您所面对的竞争对手以及更多的竞争对手。
Keep your social presence consistent
You don’t want to be in everybody’s faces every second of the day. You don’t want to be a ghost, either.
没有什么比进入社交媒体页面更糟糕的了，看到品牌的最新帖子是从2010年开始的。重要的是要保持发布，因为拥有过时的个人资料会使人们质疑您的信誉。
最重要的是，尝试保持一致的发布时间表。无论您是每天在平台或三个平台上发布一次，请保持发布时间表一致，以便人们可以依靠您的内容。如果您无法保持步伐，请尝试使用类似的调度工具Tweetdeck因此，您可以批量安排，您不会落后。
Tailor your social platforms to your exact industry needs
Don’t pay attention to every single social media platform out there. Find one platform where your audience is and build from there.
You can do that by searching for other brands in your space. If you’re seeing brands in your industry that are highly active on a particular platform and are getting a lot of engagement, you know you’ve come to the right place.
您还需要考虑每个平台的目的。
Facebookwas meant to connect friends and family, while LinkedIn is intended to make business connections.
如果您的目标是吸引业务专业人员，您将知道要使用哪个平台。如果您有不可思议的摄影与人分享，无论您在哪个行业中，Instagram都是一种工具你想利用. Don’t waste your time by focusing your efforts on channels that won’t help your brand.
Data is your friend, your very best friend
Data can be overwhelming. It can reveal ugly truths about performance. It can throw you a curve.
It can also be the key to your success.
这是一个集体清单重要的见解that social platforms provide:
- 印象(the number of times your content was displayed on a screen).
- 抵达（看过您的内容的人总数）。
- Post likes or favorites(positive reactions to your content).
- 注释（在您的帖子上发表评论和交谈的用户）。
- Clicks(post or link clicks).
- Mentions（有人与您或您的品牌互动）。
- Reposts or retweets(sharing of your content).
- Page likes and unlikes（遵循您页面的人的＃，Facebook）。
- 新的粉丝(similar, but for Twitter).
- Website visits（从转介来源上的网站上的会话数）。
- 页面视图(the number of pages a user is viewing on your website).
- 网站会话时间（某人在您的网站上有多长时间）。
- 跳出率(the percentage of users that navigate away from your website after viewing only one page).
免责声明：根据您的行业，并非每个指标对您都非常重要。但是，上面列出的每个度量标准都可以为改善您的社会绩效提供目的。
在某些情况下，它会告诉您您在做错了什么。例如，如果您在某一天的页面不足，那么您知道您需要评估当天发布的内容，而与观众相处不佳。
Or maybe you posted something that you thought would perform really well, but metrics are showing lower reach and engagement than you anticipated. That could be attributed to something as simple as the day and time of the week wasn’t optimal. These numbers may seem daunting, but in the end, they’ll help you figure out what’s working well and不是什么.
与时俱进
Every day, there’s a new social trend to hop on. Whether your staff can share some insightful #MondayMotivation with the world or you can somehow tie your brand into the鸟盒挑战，重要的是要注意相关的社交活动并利用它们。
Iknowyou know what The Bachelor is, so don’t be afraid to use it to reach new leads for your flower business. Reach out to Ellen Degeneres. Take a chance. The sheer accessibility of social media allows us to be part of highly searched conversations and make our presence known. And that is powerful stuff.
Just remember that what works for one brand isn’t necessarily going to work for your brand. You don’t want to go down in history as失败的营销人员. It may take a few tries, but your social metrics will be a clear indicator of your success. Instead of worrying about how often to post, focus on creating a strategy that works for your business and reaches your target audience. And if it doesn’t, adjust and try again.
