Balanced Social Media Posts: Curators vs Self Promoters

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:

  1. Post your PR results. Share press releases and positive news stories.
  2. Search your own keywords for relevant coverage and set up Google Alerts for articles on the topics most appropriate for your company/product.
  3. Don’t be afraid to share an article that includes your competitors.
  4. Think outside the box. Don’t just post about what your company does. Include complementary posts relevant to your audience.

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