Mastering your social media updates willl help you engage and grow followers. Colette Mason provides some tips.

Once your profiles are refined, regular social media updates are the cornerstones you’ll use to nurture relationships and grow your following. 

Be timely

When it comes to updates try to do 1 a day on average for a typical week, so you keep the momentum going, but don’t overdo it. You might find it easier to write several updates in one sitting, and then spread out posting them on an individual basis.

Vary what you say

Try to vary your updates – you can interchange the theme of the information you’re sharing and also the format, for example, a text-based comment, sharing a link or uploading photos or videos. Don’t do a month long deluge of video updates – not everyone likes video. Don’t just link to news websites that comment on your industry – link to your own content too.

"Spend some time analysing what gets a good response - either for you in the past, or for one of your competitors, and use that to guide your actions." 

Say something relevant

Whatever you say and in whatever format, it needs to be relevant to your audience. It doesn't matter how witty it is, or how much it means to you - if it whooshes over the heads of your audience, or bores them to tears - you're in trouble.

Copy others - don't be a trail-blazer to start with

Spend some time analysing what gets a good response - either for you in the past, or for one of your competitors, and use that to guide your actions. You shouldn't copy someone else word for word, but you should paraphrase their hot topics that get a good response. 

Sample status updates

Here’s an overview of the different types of category of status update you can start using today. I’ve included an example for each one so you can see what I mean.

Behind the curtain updates
Show customers a behind the scenes view to showcase your expertise, integrity and knowledge.
Example: Here’s our chef Christopher, busy preparing his delicious sticky toffee pudding, ready for our Valentine’s Day dinner tonight. [Photo]

Building relationship updates
Write updates specifically designed to build rapport and encourage customer retention.
Example: Enjoyed your Kids Face Painting day with us? Upload your photos. We'd love to see them.

Celebrating company success updates
Let people know when you’ve been recognized for doing a good job.
Example: Hooray! We’re in the local paper. Read all about our recent “Best Business Recycler” award here > [Link to Website Write-Up]

Celebrating customer success updates
Show just how successful your customers become when they follow your advice or use your products and services
Example: Well done to the Nirvana Beauty Salon who followed our advice on mobile marketing to local customers and has now enjoyed 30% more bookings compared with this time last year.

Celebrating supplier success updates
Boost the profile of your business partners when they also get recognised for doing a good job – so they can return the favour for you.
Example: Congratulations to Bridal-Flowers, who create many of our stunning floral displays for the hotel reception area. They have just won the National Flower Arrangers Association Best Bouquet Award! Great news and well deserved! Check out the award ceremony photos [Award Link].

Charity and compassion updates
Show you have a moral conscience and you help out causes you believe in, without coming across as cheesy.
Example: Are you a Surrey Wildlife Centre volunteer? We're asking for your input on how we can support our volunteers more, so if you've got thoughts or ideas head over & join the discussion > [Link to survey].

Competition updates
Reward your fans/customers for stopping by your page and letting them know they can win something
Example: ACME is celebrating 15 years in the Asbestos Removal industry and to celebrate we are offering our property developer friends the chance to win £1,500 of DIY Store vouchers and 14 other great prizes. Click on the link to find out more. [Link to Offer]

Coupons and gift voucher updates
Offer discounts to get more customers when there’s spare capacity on your books, or how to help customers sort out a gift for that awkward-to-buy-for family member.
Example: 20% discount on everything today, just for our Facebook friends. Mention Facebook at the till to get your discount.

Educating customers updates
Share information that can teach your fans something useful they can apply to their daily lives – whether that’s work or home life.
Example: People often ask us how to steam clean a carpet effectively. Here are three simple steps on how to get your carpet looking like new again. [Link to video/blog post]

Event based promotion updates
Use things like Valentine’s Day to your advantage – plus many more days besides the obvious ones! Business or Social, there’s plenty of opportunities throughout the year.
Example: On this day in history, Thomas Edison invented the light bulb. Have you seen the latest dimmable energy-saving bulbs? Why not try one - they are on offer with 20% off for this week only.

Fan base recognition updates
Make your fans feel great about following you and keep them in your tribe.
Example: We just hit 1,000 fans! As we cross that monumental mark, we wanted to thank everyone for the pictures, stories, videos, and moments you've shared. It's amazing to see our product in the hands - and hearts - of those who love it most. This week we have all sorts of cool stuff planned to send some love back your way. So tune in every day and remember, we're fans of you too.

In our next lesson we’ll be looking at how to maintain high levels of interest and avoid getting stuck in a rut, being boring and predictable.

The social media skills series so far:

• Part one: social media for technophobes
• Part two: how to identify your social media goals
• Part three: finding your voice
• Part four: standing out from the crowd

Colette Mason runs an international online consultancy which shows businesses and entrepreneurs how to use the internet and social media to boost their business online. With an IT background, which started in support and development and moving on to usability and online marketing techniques, she has worked on some of the biggest projects in Europe. Colette is also author of Social Media Success in 7 Days. For more information please visit: www.socialmediasuccessin7days.com.