When trying to create an effective social media account, it’s important to find a balance between providing valuable content for your customers and providing content to drive sales. For my customers, I follow what I call the 20 – 80 rule.

What is the 20 – 80 rule?

Basically, make 20% of what you share your own content and 80% someone else’s.

What do you mean only 20% of my own content?

People don’t want to hear you say “Buy! Buy! Buy!” all the time. If all they see you post is how great your products are and how cheap your prices are, they’ll ignore your content.

At the same time, people expect that you’ll talk about your products and services. That’s one reason they followed your social media account. They just don’t want it to be all you talk about.

20% is a good balance. If you post twice each weekday, for example, then 2 of your posts each week will be about one of your products.

Most of what I share must be someone else’s?

Yes. I recommend 80% of what you share come from someone else. But, it can still be related to your company.

For example, if you’re a real estate agent, you could share lawn care or home décor tips. If you’re a baker, share cool recipes or nutrition advice. If you’re an automobile dealer, share traffic updates and vehicle maintenance ideas.

The great thing with following the 20 – 80 rule is that you don’t have to create most of the content that you share. Check out other social media accounts, blogs, and newsletters in the industry to see what great content others are sharing. Just make sure you supplement it with your own specials, customer testimonials, and blog posts.

About Kim Siever

I am a copywriter and copyeditor. I blog on writing tips mostly, but I sometimes throw in my thoughts about running a small business. Follow me on Twitter at @hotpepper.

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