To post or not to post: How to master social messaging

To post or not to post: How to master social messaging


Social media is an amazing way to build connections between your brand and your audience. With Australians now spending on average over two hours a day on social media, it’s important to ensure the content you post stops thumbs as they scroll. However, that doesn’t mean only posting funny memes and eye-catching pictures. Everything you upload onto your social channels becomes a part of your brand, which is why it is so important to master the messages you put out into the digital space.

Think audience first.

If you want to deliver a message effectively, you need to understand your audience first. Who are they? What do they want to see?

Your audience followed you for a reason, so it’s important to provide quality content that will resonate with them. Before you set a post live, you need to consider what value a user will get out of the post. Will they enjoy seeing it in their feed and will they interact or engage with the post? If you upload content that doesn’t align with your audience, it can create a disconnect between them and your brand and lead to your follow count heading south.

Another question to ask yourself is if you really know who your social audience is? Almost every social media platform has insights tools that analyse your followers and your account’s engagement levels, and if they don’t there are a wide range of third-party platforms that can do this for you. While there might be a clear demographic that makes up the majority of your following, they might not be the ones that engage with your page the most. Use these insights tools to your advantage and to help guide the content you create.

It’s also important to understand that you can’t always please everyone, and with so many different personalities on social media you never will. Don’t dilute your message by trying to cater to everyone, instead focus on your core of audience and create content that will resonate with them.

Know your brand story.

Every business has a story, from how the business was founded to its triumphs and its failures. It represents how you were built and who you are as a brand. Storytelling is a key ingredient in your online presence and by sharing your story through social media, you can create a powerful connection between your brand and your followers.

Think about your story and your why. Why was the business started? What’s your mission? What is your vision for the future? Let these questions shape the content you create.

Once you understand your brand’s story, keep it consistent throughout your online presence. The things you post, your comments and your responses should all have the same consistent messaging.

Be on the right social platforms that align with your business.

If your audience isn’t on a particular platform, don’t waste too much of your time on there. Instead use the time to create quality content on the channels that you know your audience will be able to find you.

When choosing the right platforms to use, consider if it will help you achieve your social media marketing objectives. If your business objective is to generate leads, then Pinterest or SnapChat are probably not the place you are going to achieve them. Instead look to Facebook and Instagram to run your social advertising. Find the platform that works with your business and that will achieve your business objectives.

So, to post or not to post?

That’s the most important question after all. Ask yourself these questions before pressing that big share button:

  • Will my followers want to see this content?
  • Will my followers get value out of this post?
  • Will this post help achieve my business objectives?
  • Does this post align with my business values and brand story?

If you need help understanding your audience and defining your social messaging, contact Bang Digital. Our team of highly skilled social media specialists can help you to understand your audience and develop monthly strategies to make sure your followers see the content that they follow you to see.