Less can be more with social media

Sometimes less is more when it comes to social media


Farming Small Areas How To
GET THE PICTURE: Instagram is very visual and allows us to tell our stories quickly through photos and video.

GET THE PICTURE: Instagram is very visual and allows us to tell our stories quickly through photos and video.

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The number of social media platforms ‘out there’ seems to be growing daily and yes, it can seem very overwhelming for small scale operators wanting to use social media to tell a story and build a community.

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Instagram, Facebook, Pinterest, Snapchat, Youtube, Linkedin etc etc.

The number of social media platforms ‘out there’ seems to be growing daily and can seem very overwhelming for small scale operators wanting to tell a story and build a community.

So let me give you a reprieve.

Unless you have a spare four to five hours every day to spend on social media, it’s impossible to do all the different platforms well.

The key is to decide on one (maybe two) and really do it well.

Whether it’s Instagram, Facebook or Twitter, zero in on one platform and make it work for you.

The same goes with the amount of content you are sharing. Make time to produce and share really good content rather than spreading yourself too thin putting up rushed.

A really strong post that offers your audience value or inspiration once a week will do your brand more favours than two flimsy posts a day.

How do you decide which social media platform is right for you?

Firstly, keep in mind that social media is a conversation so you need to ‘want’ to be there to really build engagement.

Because the whole point is to create networks of people with shared values and ideals who will ‘get’ you and what you do.

Think about where your talents lie and leverage them.

For example, if you have a knack for taking great pictures or just love a more visual medium, then Instagram is probably the place for you.

If you like short, sharp bursts of news and feel comfortable sharing your views in 140 characters then you should consider Twitter.

Most people reading this column will be using or planning to use social media to tell a story about a food product they are farming or making.

In this case, I recommend you try Instagram first.

Communities build fast and strong around farmers and foodies here.

Plus Instagram is very visual and allows us to tell our stories quickly.

Facebook will always be an incredibly powerful platform too, but with the algorithm changes and sheer volume of content you are competing with, it is more difficult to achieve any kind of organic growth.

Twitter is a great platform too, but in my experience, isn’t so much a marketing tool but better for networking and staying up to date with news.

Whichever platform you choose, do these things:

  •  Be a resource - Be a place people go for inspiration, information and/or entertainment. Post helpful information that you know your audience will benefit from;
  • Be friendly and interested;
  • Be chatty - join in the conversation, start some too.

For more ideas and inspiration on growing your social media skills, sign up for Sophie’s My Open Kitchen ecourse and/or listen to the podcast at www.my-open-kitchen.com.

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