#TRGrules 8: Do Something Purposeful Every Day

The eighth of our #TRGrules of social media may sound familiar: Do Something Purposeful Every Day*.

Nike was right when they said, Just Do It!**, to sell their shoes. It's a phrase that has become applied to many different things in our lives over the past few decades. A variation of the slogan is what I want to convey to you here which applies to social media.

There are several reasons why you should do something purposeful every day on social media:

The Why: Depending on the platform, your audience, and what else your audience is connected with on social media, your posts will only last for minutes to hours online. Then they fall off the newsfeeds and timelines to live forever on your profile page...which 99% of people never see. (See also: #Thumbstoppable)

The Why: Your audience, in general, is not searching for the content you are posting. Just like you, when you use a social media platform, you are staying on your newsfeed/timeline most of the time. This is why it is some important for you to know when your best audiences are online so you know when to post you best content with the best chance of it being seen.

The Why: Your competition for social media attention, your customers money, or your fans interaction is possibly doing a better job at social media than you are. Check out their profiles and see how and what they are doing to gain additional insights into what might work for you as well.

How Will You Do This: Taking stuff (photos, videos, words, etc) and randomly posting them at random times - most likely when you remember you haven't made a Facebook post in a while - isn't a strategy. You need to listen to your audience, establish your goals, and then build a strategy to put into place. Then put it into place and follow it.

What Should You Do: Our mantra here is Educate, Inform, Entertain. The goal of every post, tweet, and video we put online is to reach at least one of those points and sometimes more than one. If your content doesn't do one of these three points, your audience will not care and will move on.

What Should You Do: Your content can still be the photos, videos, words, etc. I mentioned earlier. You also need to add questions, answers, and other points of conversation which you can have with your audience.

What Should You Do: You shouldn't be trying to sell all the time. As a matter of fact, less than ten percent of the content you post should have any sales message to it if it is standalone content. You can have calls to action in your posts but just saying "10% OFF" and "Buy From Me" is not going to move any audience interaction for you. Or at least from an audience you really want to deal with.

What Should You Do: In order to sell to you audience, you have to earn the right to sell to them. No matter if you have known some of your fans for years, not every one of your dozens, hundreds, or thousands of fans knows you personally and they don't want to be sold to in their social media. Focus on the Educate, Inform, Entertain mantra and you'll be earning their attention and their interest in doing business with you.

Here's something else you can purposefully do every day, connect with us on social media at the links below. We're posting dozens of pieces of information to, wait for it, Educate, Inform, or Entertain you about the world of modern communications.

*Every day means seven days a week. This is what the scheduling tool is for!

**If you don't know the somewhat dark story behind the Just Do It slogan, you can learn more here.

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Gus Wagner

Gus Wagner is the President.Owner of The Rocket Group – an award-winning marketing and communications firm. The Rocket Group has specialized in building effective tools across traditional means and new media for clients in businesses, organizations, and nonprofits since 2001. Gus is also a five-time certified Social Media Strategist, a former Chief of Staff in the Missouri State Senate, a retired national champion amateur hockey coach, and a would like to be a singer/songwriter. His Welsh Corgi, Taffy, lets Gus and his wife, Farrah Fite, live with her in Jefferson City, Missouri.

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