Megan Ferguson knows social media. She’s the owner of Backcourt Marketing (BackcourtMarketing.com), a full-service social media marketing agency, and has been called upon to manage over 100 social media profiles for a variety of brands. Her marketing insights are published in at least three dozen outlets and she is the author of The Complete Playbook for Instagram Engagement.
There are so many social media channels! Is it really important to be on all of them?
No. What’s important is to have a presence on the channels that the audience you want to reach is spending time on. Your time and efforts are valuable, so if you sell to a 55-plus demographic, don’t spend your time trying to figure out the TikTok algorithm. Consider who you want to get your brand message out to and pursue the channels that will offer you the right opportunities.
How often should someone post to make an impact?
We typically recommend showing up on social media at least three times per week to capture your audience’s attention consistently. But, post frequency varies depending on what your business goals are and the role that social media plays in your overall marketing strategy. If you want to be memorable and stand out above your competitors online, establish a consistency that works for you.
Which is more important—posts or Stories for Instagram/Facebook?
The Instagram accounts we work with that share Stories get at least three times more engagement than those that do not. If you don’t have the chance to post as often as you’d like, use stories to fill in the gaps and continue to stay top of mind to your audience. They’re quicker and easier to share and you can use Stickers (like polls, questions, links, etc.) to further engage followers.
What is one tip you can share to boost engagement?
Share more pictures of yourself or your team! Seriously, the posts that feature your face are going to get significantly more engagement than the graphics, the links, the carousels, etc. People will better remember and positively respond to the authentic humans behind the brand. So, get your beautiful face out there!
"Share more pictures of yourself or your team! Seriously, the posts that feature your face are going to get significantly more engagement than the graphics, the links, the carousels, etc. People will better remember and positively respond to the authentic humans behind the brand."