Social Media Marketing Tip: Quality Over Quantity

We’ve mentioned in the past that due to social media’s fast-moving nature and the limited half-life of posts, you need to keep a steady stream of content moving through your business’s Facebook, Twitter, Instagram, Pinterest and LinkedIn feeds.

It can be tempting, in light of that urgency, to simply blast out every funny meme, random thought or in-store deal multiple times a day in an effort to keep your social media page at the top of your followers’ feeds. The problem, however, is that this can come back to bite you in two different ways:

1. Poor quality content won’t generate engagement, and that engagement is what triggers the social media algorithms to show your content to even more audiences. If the people who see your content simply scroll by without “liking,” commenting or sharing, it signals the algorithms that your content isn’t all that interesting. Take twice as long crafting each social media post, and post less frequently, if that will mean you are showcasing content that is educational, inspirational or entertaining that your followers will want to share or engage with.

2. Lots of random or repetitive posts will annoy your more loyal followers. Those loyal followers, who have indicated they want to see your content in their feeds, are valuable in their potential to provide implied referrals and references — don’t turn them away or cause them to “unfollow” you because you are spamming your social media with irrelevant content.

Wondering what qualifies as high-quality social media marketing content? Check out the suggestions in this list (which can inspire more than just healthcare businesses): 101 Things Healthcare Providers Should Post On Facebook.