The One Rule You Shouldn't Break in Social Media
When it comes to social media, the 80/20 Rule is absolutely critical. I didn’t invent this rule; I honestly don’t know who did. But it’s one every entrepreneur must follow if they want to retain the trust of their audience.
So the big question is: What’s the rule?
80% of your posts should inform and entertain / 20% of your posts should promote
Why is this necessary? Because social media is built on authenticity. If you’re pitching all the time, you’re breaking all the rules of the platform you’re using. Besides, no one wants to be pitched to all the time! People will stop listening altogether.
I just finished Gary Vaynerchuk’s brilliant book Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy Social World, which I highly recommend. It’s a few years old now, and a little bit of the content is outdated, like the bit about only posting short captions on Instagram, but most of it is still spot on.
Gary Vaynerchuk wholly subscribes to the idea of delivering lots of value before you ever try to pitch, and so do I.
What reason does someone have to buy your product or service if you’re a complete stranger?
The beauty of using social media for your business is that it gives you the opportunity to show who you are and convey what matters to you. This leads to genuine connection.
I went through a period on social media (marked by very low engagement) when I only shared my blog posts to my business pages and profiles. Seriously? How boring. No wonder I got so few comments and likes.
I’m not where I want to be yet when it comes to social media (being perfectly honest, here), but I’m doing things differently now.
- I’m posting videos, even though I’m kind of terrible at it. Practice makes perfect, right? This is a way for people to feel like they’re really getting to know me, to be invited into my home, in a way.
- I’m using Instagram stories every day to share more personal moments from my life. I don’t necessarily want to have these on my profile, but it gives people a snapshot of me and lets them know that I’m a real person outside of my business.
- I’m delivering value posts in Facebook groups that are relevant to my audience. What’s a value post? That’s a topic for another blog post. In short, it’s telling a story or sharing a tip that helps others and doesn’t include a pitch. You’re just delivering good content to build your reputation.
- I’m commenting regularly on posts that strike a chord with me by creators that I want to connect with. And you know what? It’s working. Just this past week, I was offered two awesome opportunities just because I took a few moments to engage with people on a deeper level.
- I’ve been delivering nothing but value while I prepare to launch a new offer. When I do launch that offer, I know it will do better for all the groundwork that I’ve laid down to establish myself as an expert.
The power of social media is connection. Don’t screw that up by pitching in every post. Focus on value first. When the time is right, throw in a soft pitch that still aligns with your messaging and is appropriate for the platform.
What strategy are you employing on social media? Comment below to let me know!
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