Do You Promote Your Content on Social Media?

Recently, a writer asked me if he should use podcasts to promote his books.

I replied in the affirmative and gave him two additional pieces of advice.

First, make sure the content is original and worth listening to, and then make sure to promote the podcasts.

Let’s talk about that second point!

I’m slowly winning the battle with the people I meet about creating original and value added content for their social media.

What surprises many people is that they have to promote this content!

As much as I enjoy Kevin Costner’s movies, he’s done a lot of damage with one of his most popular, Field of Dreams.

With content on social media, one can’t simply “build it and they will come.”

(Sorry, Kevin!)

Besides being created, content has to be shared.

Better yet, good content is evergreen which means it can be used repeatedly for an extended period of time.

When writing content, it helps to consider how it will be used and for whom.

The particular social media channels being used will determine its format.

Twitter is a very different medium than a LinkedIn Publisher article in this regard.

Frequency of posting is another important consideration.

What is allowed on Twitter would get someone kicked off of Facebook or banned for a period of time at a minimum.

Consideration must be given as to what times content is scheduled to be posted.

And, let’s not forget how hashtags and keywords are used either.

Sound complicated?

Actually, it’s not.

(Yeah, I know what you’re thinking, easy for me to say! Trust me here, you can handle this.)

Developing an editorial calendar helps here.

This is nothing more than a schedule of what content will be created and shared, and when it will happen.

One more piece of advice from me is track the metrics on content.

How often is it shared, liked, or commented on?

Knowing this helps to understand how successful, or not, a particular piece of content is.

There is nothing sadder when I do my research online and I come across an excellent piece of content that I seem to be the only one to have discovered other than its author.

Don’t let this happen to you!

Remember, no matter how well written your content, it won’t promote itself!

That’s it for now!

Please check-out my 8 step approach for developing a social media program to get some more ideas on how to use social media.

Also, never forget to reach out to either ask questions or to ask for help from someone like myself!

In the meantime, thank you for following and reading my blog!

I look forward to any and all comments that you may have. I will reply to any comments made to this blog post as promptly as I can.

And, remember!

I do this for a living and if I can be of any assistance to either you or your organization, please feel free to call on me. Our initial discussion will be of no charge to you.

I can also be reached at

My Twitter handle is @conpsweeney.

Stay well!



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