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Go social with content, targeting and timing

Businesses and professionals who haven’t recently re-evaluated their social media policies may want to pause before hitting “enter” on that next tweet.

Businesses and professionals who haven’t recently re-evaluated their social media policies may want to pause before hitting “enter” on that next tweet.

While social media remain a strong platform to get out the word on business news and ideas, the ever-increasing number of business social media users and social media websites means getting one message heard amid a sea of posts is a growing challenge.

Savvy social-media professionals keep track of what’s working and what’s not so they can continually hone their online efforts to attract the greatest audience, find the right audience and at the right time. They also said to respect your time and your audience’s time by not flooding your sites with posts and, depending on the medium, to limit purely business-related posts.

“The key skill is to be able to evaluate what is working,” said Andrew Stanten, president of Altitude Marketing in Emmaus. “What do things that have a lot of likes have in common?”

Stanten said one lesson learned with the evolution of social media marketing is that sometimes less is more.

In the earlier days of social media marketing, many businesses and professionals had a policy of posting on sites such as Facebook, Twitter and LinkedIn as frequently as possible to keep their name or brand on the top of everyone’s feeds.

But that can come off more like spamming someone’s newsfeed than an effort to maintain contact.

“The worst practice I see from companies is when they feel the need to post 15 times a day because someone told them to do that 10 years ago,” Stanten said.

Joe Iacovella, director of account services for Lehigh Mining & Navigation in Bethlehem, said with so many channels of communication available and so many opportunities to connect, a social media strategy needs to be more focused.

“What you need is a content strategy that aligns with your customer’s goals,” Iacovella said.

Stacy Wescoe
Writer and online editor Stacy Wescoe has her finger on the pulse of the business community in the Greater Lehigh Valley and keeps you up-to-date with technology and trends, plus what coworkers and competitors are talking about around the water cooler — and on social media. She can be reached at stacyw@lvb.com or 610-807-9619, ext. 4104. Follow her on Twitter and on Facebook.

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