July 2021 - 40
SOCIAL MEDIA
While posting multiple times is a good way to stay engaged
with your audience, the number of posts has no weight
on the amount of people you'll reach in a news feed. Take
Facebook, for example. The number of times posted has
nothing to do with your garden center page's ability to reach
a wide audience, but rather, the content you are sharing.
When you post multiple times at once, Facebook will
show all of those posts to your audience in one grouping -
totaling the same amount of exposure as if they were spread
out. Therefore, what your page is sharing, and how you're
engaging with your audience on the content that is shared,
is much more important than the amount of content being
shared daily.
Sharing Unoriginal Content
Going hand-in-hand with avoiding posting to social
channels too much, making sure you're sharing organic and
original content is arguably one of the most important pieces
to an effective social media marketing strategy.
Facebook, Instagram and LinkedIn have all announced
news feed changes in recent years that prioritize organic,
original content over articles and shares. On Facebook
and LinkedIn, for example, native images with captions
that engage users are seeing two and three times the
engagement rates of sharing a simple link with a short
caption. On Instagram, the feeds are prioritizing content
that is non-sponsored and highly engaged with, including
likes and comments.
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Circle 119
40 | LAWN & GARDEN RETAILER | JULY 2021
July 2021
Table of Contents for the Digital Edition of July 2021
July 2021 - 1
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