If you specialise in offering only a few products that will appeal to a certain target group, for example divers, mountain bikers or horse owners, then it will of course be easier to create interesting content for your social media channel. But be careful – there are pitfalls lurking here, too, that a good social media company knows about.

It is a completely different story if you offer various products or services from one provider, which might be of interest to different generations and you want to appeal to all age groups with your content.

However, for both examples the following applies – the better you know the interests of your target group and thus the greater added value your posts offer, the greater is the probability that your posts will be liked and shared and you can thereby reach more potential customers and increase your brand awareness.

The right social media channel for your company or your intention can only be decided after a target group analysis. Where you could not go wrong a few years ago with Facebook or YouTube, Facebook is old hat to the younger generation today.

Instagram and TikTok have gained particular momentum in recent years and offer many features that appeal especially to younger users.

By contrast, Pinterest or Twitter seem almost beaten, but the appearance is deceptive because depending on what your offer, it is here is where you can reach precisely those customers corresponding to your target group who you would perhaps not reach at all via the aforementioned channels.

Once you have determined your target group, you now have to create the first posts. You should use the highest quality images and videos possible if they show what your product or offer because experience tells us that these receive more likes and are shared more quickly than pure text messages.

Relevant graphics also remain significantly longer in your visitors’ memories than purely informative text.

A well-designed social media plan will support you in not losing focus on the thread running through your offer over the year.

If you have the possibility of not just using one, but two of the three different channels at the same time, this does mean that you must be particularly creative as just doing the same thing everywhere is a “no-no“.

If certain content is especially well-received by your followers, then there is no reason why that subject cannot be revisited after a while.

Whilst hashtags are somewhat out of place on Facebook, you will not be able to avoid using hashtags to even be found if you maintain an Instagram, Twitter or TikTok account.

The golden rule is you should not bombard your reader with more hashtags than text. You can use various search engines to find the right hashtags, but you should not lose sight of the current trends which cannot be considered by many search engines because of their short-lived nature.

A well-design plan for your social media presence would be based here, for example, on one or two constantly recurring hashtags for your own company. But similarly to keyword research, in which even seldom used logtail keywords are used in a text, it can make sense to use hashtags with which you can reach a small but select group who are more willing to follow you.

If a lot of work goes into the post you have created, there is nothing more disenchanting than not reaching anyone with it. If it does not generate even a few likes or prompt anyone to share it, this does not mean that your post was poor, but very probable that the wrong time was chosen.

If we consider our own surfing behaviour, we are all probably similar, as hardly anyone wants to concern themselves with someone else’s social media posts on a Monday, the first working day of a week. It is different if you have done something unusual on the weekend or a particular event aroused interest and you stay around on the net.

Together with the day of the week, the time of day is also very important for a successful social media presence. Some will look at social media in the morning on the train going to work and others use the lunch break to distract themselves and others again will be active more in the evening or only at weekends.

Experiential values such as those brought by a social media agency and extensive user analysis set the best course here for a successful company presence on social media.

If a successful social media presence ultimately bears fruit, this does not mean that you can sit back and relax because a community also wants to be supported. In the ideal case, followers use the opportunity to ask questions to which an expert answer can be given. In the worst case, there is a barrage of criticism that must be appropriately tackled and defused. Apart from that, many followers or future followers use the opportunity to communicate via Messenger so you must ensure that all questions can be promptly and competently answered.

If all this is too much or too alien for you, then we can support you with your social media presence and your community management. Let us know what motivates you and what targets you are aiming for so that we can create an individual proposal.