There’s a commercial on TV that shows:
Someone doing one sit up
Someone eating one blueberry
Someone eating one piece of broccoli
The gist of the ad is that you can’t simply do just ‘one of something’ and expect good health results. Interestingly, I don’t remember what brand is or what the marketer was trying to sell. But, that’s besides the point.
What I took away is it takes ‘more than one.’ It takes consistency to achieve your goals, whether they be health or business.
The same holds true of social media marketing.
Consistency is an important factor in social media for two reasons:
1. Consistency shows effort. It shows that this user is committed to his business and that particular social network.
As an example, I get requests to ‘Follow’ people and businesses every day. Since I’m kind of picky as to what kind of content I have in my feed, I actually go to the user’s profile to check him out before following back.
Using Twitter as an example, I check to see:
- Who he is
- What he’s promoting / what he’s doing on Social Media
- How many Tweets he published
- The frequency of those Tweets
This information is important to me. The last two elements show me how consistent this user is.
If he publishes a Tweet once a month, I pass.
If he has 10 Tweets and his account was opened 3 years ago, I pass.
Why do I do this?
Because I use social media for business. I have a focused platform and I want to ensure that the tweets in my feed will add to the conversation – will be valuable to me and my followers.
2. Consistency helps generate visibility. Your posts only reach a minute fraction of your followers. The more often you publish on social networks, the more likely your content will be visible.
Using Twitter again as an example, I post around the clock.
Not everyone is on social media at the same time. Not everyone is even in the same time zone. You need to consistently publish content so someone in Australia will get a chance to see it, so someone in Africa will get a chance to see it, so someone in China will get a chance to see it, so someone in New York will get to see it. You get the idea.
A user who missed my 8AM post, may see the one I post at 11PM.
While I don’t do this with all my posts, I do it for my ‘power’ posts.
3. Consistency helps build authority. But, it only does so if your posts are focused on your topic. Your focus must be consistent.
Going back to following others on Twitter, if I see a profile that says it’s about 5 – 10 very different things, I don’t follow back.
I’ve seen profiles that say they’re a marketer, a car buff, loves baking, loves traveling, loves fishing, and so on.
Okay, that’s great, but what’s the focus of the account.
I don’t want Tweets in my feed about the best car on earth or tips on fishing. And, those who follow me certainly aren’t expecting those topics in my feed.
So, there you have it, three essential reasons you need to be consistent in your social media marketing.
For more on being consistency and social media, check out:
How to Be More Consistent on Social Media
MORE ON CONTENT MARKETING
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