Other than during the Super Bowl, no one turns on the television strictly to watch ads. They turn it on to be entertained or educated. Facebook has acknowledged this truism. They have changed their algorithm to push more content that readers wish to see. As the New York Times summarized
This adds extra challenges to small businesses and their social media managers. I have three Post-it notes attached to my desk asking these questions. I try to make sure that at least 1 or more of the questions has an solid answer.
- How can I help more people?
- Does this post touch your heart
- Only share content that educates or shares emotions.
Content that engages your fans spurring them on to like the post, share it or comment on it means you need to share something that is a pit personal.
What are your passions? Are you a parent? Then show how you love your kids by sharing posts about family things to do over the weekend. It shows that you are a person who recognizes that other working parents may be struggling to find quality time with their kids in their busy lives and everyone gets tired of their usual routine. Make this into two posts. Post one shares a website for a hike in a nearby state park. Post two shares stunning scenery from that park with a quote that seems relevant. Or are you a four-legged parent? Make your pet the company mascot! Pet photos are very popular, add humor with it and you will have a winning combination. Create a Where's Waldo contest with a find the store cat in the photo as a weekly post will be fun. Again, you are keeping it social. You are sharing humor and empathy in these examples.
Be a thought leader in your industry. Bookmark posts that are relevant to your industry. Read through and share a snippet from the article that really spoke to you. Add that in the body of the post with a comment from you and the link to the article. Warning - stay away from the articles on politics unless directly relevant to your industry. If something worries you in your industry, you could have a lead comment of "This has me worried. What do you think?" and then add the link.
Be sure to keep up with the comments, you can turn on the notifications for social media on your phone so you can check out what has been said and comment back or give it a quick thumbs up as a thank you. This is true across all social media, but especially Facebook and Instagram. The faster you respond, the more likely your posts will be read as a conversation is happening.
Don't forget about the businesses who may be suppliers to your business. Share their content on your page or engage in conversation on their posts. They will notice and likely share the favor.