Social media 101: Don't post what your customer doesn't care about

Many businesses seem to forget that relevancy matters when it comes to maintaining a social media presence

Social media 101: Don't post what your customer doesn't care about

Part IV: I know I need to get started with social media. But I am not that great with a computer. And I am busy with calls from my agent. I have set up a few sites like Facebook – but they just sit there because I get busy.

–Jason from Tampa

There is a widely overused adage in social media with regard to content. It is the old 80/20 rule -- 80% content and 20% sales. It is true that if you are just posting solicitations all the time, you will lose your audience. On the other hand, not all solicitations are the same. For example, if the latest news is tied to interest rates and your pitch concerns a way for them to be protected, then you are tying current events to your sales pitch. That beats “use me because I am great!” Your pitch does not have to be for a transaction either – it could be a survey or article to get them to respond because they are interested. This moves them into your personal prospect stage.

With regard to relevant content, while the content should be entertaining or at least visually pleasing, the goal is not to just post funny cartoons or irrelevant posts such as "National Pop Tart Day." The goal is to post content which is relevant, up-to-date and depicts you as an expert keeping them informed on something of interest to them. And, by the way, people are not interested in home loans. They are interested in real estate. I know you usually need one to get the other – but they don't want to read about loans every week.

Chris Carter of BlazingSocial has emphasized to me so many times that visuals are also very important – whether they be videos, infographics or relevant pictures accompanying the story. Lastly, the most important content key is to post your up-to-date and relevant professional content regularly. Nothing is worse than outdated and stale information. That is why automation is so important. More on that in the future.


Dave Hershman has been the leading author and a top speaker for the industry for decades with six books authored and hundreds of articles published. His website is If you have a reaction to this commentary or another question you would like answered in this column? Email Dave directly at [email protected].

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