When planning what content to post to your social media accounts, think about what the most effective format for meeting your reader persona’s needs.
Balancing your content
As with any social account, you should aim to balance your posts so that you don’t spam your audience with too much self-promotional content.
Think of it like being at a party. Who wants to hang around with a person who just talks about themselves all night? Aim to post both content that focuses on promoting your journal and content that focuses on maintaining your community and joining in on the conversation.
Here at Taylor & Francis Group, we aim to follow the rule of thirds:
Promoting: journal news; special or virtual issues; call for papers; article of the month.
Sharing: Thought leadership content; content from societies, authors; community news pieces and blog posts.
Engaging: Researcher queries and posts (commenting and responding to); identifying and engaging with opinion leaders.
You need to engage in conversations with your audience, especially key influencers in your field. Remember the value of reciprocity. Does someone engage and re-post your content? Then comment and engage with their content in return. This is key to forming relationships and building a high-quality network of ‘followers’ and ‘supporters’.
You can create lists of key groups, societies, and people to follow so that you can join in their conversations by commenting and reposting content from their feeds.
Their feeds will also tell you what kind of content people like and interact with the most.
Creating a content plan
Vary the types of content you post, e.g. videos, infographics, pictures. Here are a few ideas to get you started:
Once you have decided what you will post, determine how often to publish these posts to your social media accounts, and set that as a hard rule.
Finally, create a content calendar so you don’t miss any important opportunities.
Other things to keep in mind about your audience on social media: