Social media has become the primary method of promoting products for many companies in the outdoor industry. For some companies, web and social media is the only form of advertising and promotion they use. Social media is mostly free and easy to use. Most people already have a Facebook, Twitter, or Instagram account. However, having a social media account does not make you an expert. There are a few things you can do that actually work against you. Here are a few things I have learned that can make or break a social media campaign.
1) More is Not Always Better.
Having a social media account is like having short term memory. So much flows across most people's news feeds that it is easy to think you can get away with posting every hour. Maybe you can on Twitter, but definitely not on Facebook. Post too often and you will become invisible to most of the people who haven't hidden you from their news feeds. By invisible I mean, at some point most people will stop noticing your posts. They will become conditioned to scrolling right past when they see your name, thus rendering you invisible. We all have those people in our news feeds. Don't go too far the other way though or you will become irrelevant in no time. Ask yourself this: If no one is reading your posts, then what good is posting going to do you...or a company you work for?
2) Make Your Posts Count.
Don't make a post or share a post just to post, or the above will happen. If you're trying to build a brand, whether it's your own or another company's, your posts should be calculated. Make them count. Don't feel the need to share everything that comes across Facebook. If you just posted something about a particular company within the last hour and something new has been announced, it will be best to wait for a better opportunity to share the new info. You don't want to turn into a posting machine. Sure, it might be fun to share a different business page on Facebook every day, but only in moderation. Decide on a specific campaign, with a clear theme and a duration, ahead of time.
3) Don't Be "That Guy"
You know, the guy (or girl) that drives everyone crazy with psycho rants about how they need to use a specific product, with only a mediocre reason (at best) for why. The last thing you want to do is alienate yourself from your audience. Think about the information you are about to convey and how you are about to convey it. Don't rely on posts such as, "use this product because I do." If you're "that guy" then no one hears you anyway because you have become invisible. Give a clear reason why you use it (and if you share it, it better be something you use or you will be crucified online) and why you think it works so well.
4) Keep Track of the Time
Day of the week and time of day are two very important aspects of social media promotion. Many companies have weekly social media calendars. Posts are carefully planned out based on research, their own and others. Paying attention to your audience will pay dividends in the end. Keep a log of what days and times your posts see the most engagement. Also, note the types of posts that get the most attention. It will take you a while to figure it out, but there is a formula there. Certain posts will perform better at certain times.
I have had relatively good success building my own brands (Tim Moore Outdoors, Tim Moore Outdoors TV, and the New England Ice Fishing Academy) as well as helping companies and organizations such as Clam Outdoors, Ice Team, Vexilar Inc., Old Town Canoes & Kayaks, Here's My Gear, and more. Much of my success is directly related to the quality and frequency of my posts. I spend a lot of time cruising my news feeds to gather valuable information. I also keep track of which types of posts my audience is paying the most attention to. Pay attention to your audience. Figure out what they like, and give it to them. Try to cram something down their throats and you can kiss them goodbye.
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