The 80/20 rule for social media

by Sonja van den Bosch

The 80/20 rule for social media

We’ve all heard of the 80/20 rule. It applies to time management – you’ll get 80% of your results from 20% of your efforts. It also applies to finance – 80% of your profitability will come from 20% of your clients. The 80/20 rule helps us to prioritise and be more effective.

When engaging with your audience on social media, you should also apply the 80/20 rule. The 80/20 rule for social media means that you use 20% of your content to promote your brand, products and services, but you use 80% of your content to engage with your audience and give them information that is useful to them, whether it is educational, entertaining or informational.

Social media is all about building relationships and about being social, so be careful to not bombard people too quickly with your online sales pitch, but focus on sharing relevant information instead.

I always compare behaviour on social media with behaviour at a networking event or a cocktail function. Don’t we all run away (if we can) from the person that just starts bombarding us with their sales spiel, without even checking in whether their information is relevant to us? We switch off, don’t listen and start ignoring them at the function. The same thing happens online.

So, how do we create valuable content marketing? Where do we get inspiration from?
The answer is very simple…on the worldwide web. There is an abundance of interesting and valuable information about every possible topic available at our fingertips. It is just a matter of filtering through and using whatever is relevant for you, your business and your industry.

You can start by following and compiling content from influencers within your industry that you feel aligned with. By giving your own spiel and opinion on this content and by linking back to articles, videos, quotes etc. you’ll support your thinking, the way you do business, and what you believe is going on in your industry.

The other very useful tool is Google Alerts. Google Alerts monitors the web for any new content on topics that you are interested in. It is brilliant, as it will save you a lot of time. You simply go to Google Alerts and type in your preferred topics. You’ll then receive updated info in your mailbox, completely free.

Once you start sharing content on social media, you’ll immediately get feedback about what info people like and share and what info might not be so well received. The big advantage is that you can then use this market feedback to further refine your social media communication and even transfer these learnings to your traditional marketing communication. In this way your social media efforts will have a positive effect on your total marketing strategy.

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Inspirational marketing is about being true to yourself, being aligned with your core values and doing something you truly believe in and are passionate about. It is about creating meaningful relationships with everyone you encounter. It is about thoughts from the heart.

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