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Stumped for content ideas? It doesn't have to be a source of stress. "There are always ways to come up with content—whether it's aggregating other people's content and promoting it via LinkedIn, Twitter, Google+ or Facebook, or creating your own unique content," he said. "And don't forget about content that is what I call the 'behind the scenes factor.' For instance, if you have a new press, show a video of it up and running. You can also do messaging via video featuring interviews with company staff members or even client testimonial interviews."
After marketers have determined what type of content will resonate with customers, they need to think about the frequency of posting. This is where it gets tricky. In terms of blogging, Gilbert recommended publishing a minimum of two posts per week. However, generally speaking, consistency is key. After all, would you walk into a party and say "hi" only to exit five minutes later?
"Consistency is very important in social media—you don't want to overpost and you don't want to underpost," Gilbert warned. "Do research and find out what your competitors are doing, what other people in your space are doing, and find a way to come up with something unique. Don't just be a 'me too' kind of poster and don't just push out information."
Experts agree that, as companies find their way in social media, certain mistakes stand out. For example, some marketers forget to listen. "I see a lot of folks talk about themselves all the time versus sharing relevant information and being a thought leader in the industry they serve," Foley observed. "Social media is a conversation, and conversations are two ways. Give them what they want, not what you want them to hear. Ask questions, conduct polls and, most of all, provide education."