Yes, it is possible to have too much of a presence on social media.
Just like with anything else, customers can feel inundated and overwhelmed by company tweets and status updates. According to a survey published in September 2011, 36% of all unlikes on Facebook are because a company was posting too much. This means that a user is irritated enough to go over to settings on the actual Facebook page and complete the actions to unlike the page.
Likewise, on Twitter, users may unfollow others for tweeting too much (thus clogging up their newsfeed) or making their tweets (and, likewise, Facebook or other social media posts) too self-centered.
It is important to stay top-of-mind by keeping a constant presence on social media, but doing it too often (or not posting the right mixture of promotional and informational/entertaining content) can cause overall social media engagement to go down.
There are several ways that a company can ensure they are getting the right balance of social media posting and content:
Ask customers what content they want, via a status, tweet, or Facebook Question.
Use Facebook Insights to see the involvement and virality of each post. Publish more content on those topics.
Follow the common guidelines to post around people’s workdays. AM, Lunch, and Afternoon posts are usually clicked on most because people are using social media as a break from work (or to get ready for the day).
Don’t automate all posts, especially if they are just links. Try to answer questions, respond to retweets, and participate in the current conversation.
Color makes a difference. Post photos with your link previews or with status updates to be more eye-catching in a user’s newsfeed.
Balance information with fun. Sweepstakes, jokes, and other entertaining content can keep users engaged.
Don’t be selfish. Focus on news happening in the industry, instead of just the most current company promotion.
Offer a behind-the-scenes look at the company: a photo album of the office, company events, and products in development.
The more willing a company is to think outside the box and offer their customers an inside glimpse into how the company works and what they care about, instead of keeping the focus on their products, the more likely they will be able to maintain a great social media balance.
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