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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