Social media for tech companies: What to share and when

By Emily Greenwood, Guest Author

Standing out in a crowded market is one thing, but doing it through the power of social media is another.

Social media is increasingly at the forefront of many people’s lives. It is evolving at an ever-faster pace, shifting how people connect and interact with each other.

Knowing what to post and when, is the key for tech companies executing social media marketing, and this all starts with a plan. Questions such as; who is your target audience? What type of content do they want to engage with? What is your goal; increase reach, generate more leads or traffic? Which social platforms do your audience use? – help to decide on your goals to be successful and why.

What should technology companies share on social?

Creating the right content is vital. High quality content presented in multi-media formats grabs attention. Niche and bold content creates an impact. From discussing new prevalent topics in a blog post, showcasing product releases, new partnerships, surveys and polls to encourage feedback, live streams or interviews with notable people within the tech industry to discussing key industry trends, these should display your business fundamentals and display what your core audience want to see..

There are four key components to a social media post:

  1. Grabbing the attention of the audience
  2. Igniting an interest in what you’re discussing
  3. Causing a desire to learn more
  4. Triggering a reaction through a like, a share or a comment.

Creative and original content stems from the identity of the company. You have to define yourself on social media by creating an online personality that stands out. How are you going to make a ‘splash’? Branching out across major social platforms with a cohesive campaign, is the way to harness that power. Engaging with others is all about having real time conversations (which is as much as you can do in a pandemic). Compelling social media helps to ignite conversations and prompt interesting discussion off a post that you have created.

When to post on social media?

Understanding how and where your current and prospective clients spend their time on social media is crucial. Using key performance indicators (KPIs) such as:  how often people engage with your company profiles,  the engagement rate on your posts and the overall impact on your consumers, help you learn about your target audience. Most industries recommend three posts a day: mid-morning, mid-afternoon and evening. This seeks to ensure that your posts are seen across social media, and a higher chance of turning followers into prospects. Within the posts you need to create a solid structure, from the layout of the post right down to the hashtags. Hashtags allow businesses to add meta-information across social media, allowing you to relate to current trends and keywords associated with your business.

Good analytics are crucial in tying together what and when to post. There are a range of ways that this can be done but, ultimately, it all boils down to having a clear plan in place underpinned by your goals and social media objectives.

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