Social media dominates today’s media headlines, but companies are still struggling with the right balance of social media content/posts. Eric Boggs of Argyle Social, a social media dashboard tool, addressed this issue last week at Digital East. Argyle analyzed 150K+ social posts from 1K+ customer accounts to evaluate how three types of social media posting strategies fared in clicks and conversions. They compared:
- Curators: 75+% of posts link to third-party sites
- Balanced: 50-75+% of posts link to third-party sites
- Self Promoters: 50+% of posts link to own site/created content
Overall, the findings show that Self Promoters generate fewer clicks (17 clicks per post) and a Balanced approach drives the most conversions (.95 conversions per post). Boggs said the Balanced companies with the best conversion rates are posting 40% curated content and 60% created/promoted content.
I believe it also has to do with the quality of the curated content. As it is sometimes tough to find good social media content to share, here are a few tips:
- Post your PR results. Share press releases and positive news stories.
- Search your own keywords for relevant coverage and set up Google Alerts for articles on the topics most appropriate for your company/product.
- Don’t be afraid to share an article that includes your competitors.
- Think outside the box. Don’t just post about what your company does. Include complementary posts relevant to your audience.