The Catch 22s of social media marketing

in Musings

Can you help me resolve a dilemma?

Let me give you the background.

I regularly write blogs about copywriting – it’s been the cornerstone of my marketing since I started my business in 2012. I regularly write blogs for my clients too.

Whether I’m writing for myself or for other people, I have one simple rule. Is what I’m writing going to be interesting or useful to anyone reading it? If it will be, great. If it won’t be, stop it. It’s an approach that’s summed up perfectly in the phrase ‘digital landfill’.

I’ve always promoted my blogs on Twitter and LinkedIn.

What I’ve been less good at on social media is liking / sharing / commenting on other people’s posts. It’s not that I’m not on social media, it’s just that you’d never know it – I’m what you might call a lurker.

So when I was looking at how to up my marketing game recently, one easy win seemed to be more obviously present on social media.

I set myself a task. Like / comment / share at least one thing on Twitter and LinkedIn every day. I’d follow the same rule as I follow for the stuff I write. It had to be useful or interesting to my followers. By doing this, I’d be raising my profile and helping my followers.

And this is where the dilemma starts.

Because it’s really hard to find quality stuff I’m happy to share!

There are some nuggets and some people doing great things, for sure. But for every person that’s got something useful to say, there are ten people just making noise.

All-too-often they’re breaking the first rule of marketing – nobody cares what you do, they only care what you can do for them – and writing posts that are all ‘me, me, me’.

One part of me says these posts can’t be working. Often, they aren’t being liked / shared / commented on by anyone, so they aren’t working in the way their authors presumably want them to work. They’re doing the equivalent of shouting into an empty room.

I also see that when people share quality content, it gains incredible traction and engagement. It seems to me this is less work too – creating one piece of high quality content and reaping the rewards for weeks must be better than making noise of the sake of it every day.

But another part of me says that those pointless posts are working. Just by making noise, no matter how flimsy, means these people are showing up in their followers’ timelines. They’ll be front of mind if their services are needed.

So what’s your take on it? Is it better to post ‘something and nothing’ content every day or something considered and valuable once a week or even once a month?

You can probably tell I’m in the latter camp. But what do you think?

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