In my previous post, Crafting a Social Strategy: Company or Personal Page?, I discussed whether it makes sense to post from a company or personal page, or both. Some considerations to note were:
- the number of followers of each account
- the social strategy behind the account
- the platform itself
After deciding which page to use, it’s time to get posting! But what content is appropriate to post from each page? When it comes to personal accounts, telecom agents often ask how informal is too informal. And for a company page, many aren’t sure what content to share if it’s not self-promotional.
We’ve put together some guidelines on what to post on a personal page to help gain thought leadership and build a following. And for a company page, read on to learn what posts help build brand awareness and contribute to social selling and lead generation.
A personal page is typically a LinkedIn, Twitter, or Facebook account that is focused on building thought leadership as opposed to staying in touch with friends and family. When it comes to Twitter and Facebook, some may choose to have separate accounts for professional and personal lives, but this is simply a preference.
So how does a personal social media account contribute to sales? Consider this: leads developed through employees’ social media activities convert 7x more frequently than other leads.
This page should remain personable yet professional and focus on connecting with colleagues, prospects, and industry leaders. Types of things to post to your personal page include:
- Your opinion on industry news
- Information for events you plan on attending
- Pictures from events/conferences
- Articles that you read/enjoy
- Job opportunities
- Blogs you have written
- Shares of colleagues’ posts
If you are concerned about what not to post, read this.
Your company/business page is more formal and should be informative (as opposed to opinionated). This page should focus on connecting with customers, partners, prospects, and industry-related media outlets and leaders. A company page should post content such as:
- Industry news
- Press releases
- Employee announcements
- Company content such as blogs, infographics, and case studies
- Industry articles
- Shares of partners’ or prospects’ posts
- Event information
- Pictures from client meetings, team events/outings, or fun happenings around the office
You may notice there is some overlap in the content posted to company and personal pages, and that is totally fine. Some of the content may be the same, but a personal account will reflect your own voice, thoughts, and opinions.
The options above are a great starting point toward dynamic and informative social accounts. Don’t feel restricted to only sharing the content above, and always feel free to do what works well for you and your business.
Is there anything you would add to the lists above? Let us know in the comments. And as always, feel free to reach out to discuss how Mojo can assist with your social strategy.