Mashable recently posted an article entitled, “7 Sins of Social Media Marketing.” Evil acts that topped the list included one-size-fits-all strategies, talking to yourself, and ignoring customer complaints. Agree, agree, and agree. But, as I made my way to the last of the seven sins, I was surprised to not see what I consider as the most serious social media blunder to date.
So, today, I would like to take it upon myself to formally name “infrequency” as the 8th sin of social media marketing.
Brands that are considered to have an “infrequent” social media presence tend to fall into one of two camps:
Squatter – The squatter believes showing up is good enough. He sits behind the screen, taking up cyber space, waiting for fans to flock. The squatter will occasionally post or tweet, but his scant and unpredictable frequency falls on deaf ears. His behavior is the result of either ignorance, shyness, time deprivation, or all of the above.
Purger – The purger recognizes that just showing up isn’t enough. He understands the need to engage with his audience through regular posts and tweets. But, alas, time gets the better of the purger. Before he knows it, five days have flown by without a single post or tweet. He curses himself, then makes up for lost time by expelling a litany of content all at once. Newsfeeds suddenly become clogged, followers can’t keep up, and everyone’s left confused and nauseated. After the whirlwind settles, the purger sits back for another few days until he is next compelled to violently shove content down the throat of his highly irritated audience.
If you’re a squatter, your audience will forget you. If you’re a purger, your audience will hate you.
Neither a good outcome.
If you’re reading this post in horror after identifying yourself as one of the above, I suppose now would be the perfect time for me to divulge to you the secrets of dominating the social media frequency game. Luckily for both you and me, Buffer already developed the Guidebook. Read it, print it, and execute its teaching daily. Frame it on your wall and toast to its awesomeness with your favorite Chianti.
If you take nothing else away from the Buffer Guidebook, remember this:
To ‘know’ the BEST frequency for posting on social media is an impossibility. You can only predict and measure.
Predict. Measure. Repeat.
At this point, you may be thinking that in this day in age, only “rookie” brands could be classified as squatters or purgers. You’d be mistaken. Even supposed “well known” brands can fall into the trappings of infrequency. With established brands, however, we more commonly see what I call misfrequency – posting frequently enough, but the strategy is all wrong. They’re misfiring.
It’s likely we’ve all committed a social media sin at one time or another. So, if you’ve identified yourself today as a social media sinner, consider yourself saved. Because the most damning sin of all, perhaps, is never recognizing the wrong in the first place.
Is there another social media snafu that you believe deserved a spot on the “7 Sins” list? Comment below!
Cassie D’Arpino is a freelance Marketing Communications & Strategy Specialist, helping brands better connect to their audiences in meaningful, emotional and effective new ways. Her experience prior to working as a freelancer includes six years in strategic planning and senior account service at a shopper marketing agency in Kansas City, Missouri. Cassie received her MBA from Missouri State University, and currently resides in Springfield, Missouri with her husband, Steve, Pekingese puppy named Bella, and two Persian cats, Garfield and Cubby. She is a lover of Sriracha, a neuromarketing nerd, and obviously, a fan of animals with short snouts.
For more musings on marketing, follow Cassie on Twitter: @Cassie_DArpino