How much is too much? – Representing a brand on Social Platforms

As content managers or community managers, it’s important to examine how we define content as “fresh” and “important”. Is all of our content fresh and important to every one of our Twitter followers? If not, just push it out because it’s new and important to you. People must perceive value before they pay attention to your tweets/status/email/mail/voice. Status updates are no more special than any other communication; they’re just in a different format. Representing a brand on twitter is different from managing your own accounts.

The key is to limit your communications to a few good status updates per day, and find a different venue for the rest of your updates. Maybe create a few Twitter accounts targeted at niche audiences that will perceive value in content especially tailored to them or even direct your audience towards fan-pages your brand motto passionately stands for.

While content is given much importance, a lot depends on what your company deems as “important” and it also depends on the nature of your business, the market sector you’re in, etc. If you’re saying you have a multitude of daily “important” content to update, then it may require an assessment of how important they really are and how often do you think it is important for your consumers and prospect to be recalled with.

Things that are important at the beginning of the social media efforts (when you’re first trying to populate your profiles with content) may not be considered important and relevant when repeated 2 or 3 months down the road. Some companies like to tweet news articles from other websites that do not refer to them in any way. This is a good example of content that is not particularly relevant to your company, because unless the news article mentions your firm, then it’s not worthy of being tweeted or updated on Facebook/LinkedIn Company profiles/pages.

Again, it is important to understand that not all platforms work similarly. While on twitter, when you have something to say to reply to or a comment on whatever reactions you come across, it’s crucial to actively be part of the conversation without much delay.  Whereas in Facebook or LinkedIn, you can allow a delay and it can be checked once or twice a day. In these mediums it’s ok to reply to a question or comment a few hours or a day later, it’s not as dynamic. Post if something needs to be said, and don’t do so more than once a day.

Always remember that, there is a difference in being ‘fresh’ and telling the world what you had for lunch. Unless you think everyone would be enriched by your status, keeping it to yourself is the wise thing to do. Once you stop being interesting, you’re going face ignorance and that gets worse than not being on Social Media.

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