We’ve all been there. Our star web writer is on vacation. It’s all-hands-on-deck for another project (that has nothing to do with social media). Or, simply, there’s just nothing going on.
But, as they say, the show must go on, and so must your Facebook and Twitter feeds. A post by Buffer found that, optimally, brands should tweet 3-5 times per day and post to Facebook 5-10 times per week. So what are you to do when you simply don’t have any new content coming down the pipeline?
Before you start linking to your competitors out of desperation, consider these content sources to keep your Facebook and Twitter feeds fresh even when your website goes stale.
1. Post what your peers and competitors are posting
Content curation is time consuming. Not that you shouldn’t do it – we all need to – but sometimes we just don’t have the time. So, let your competition do it for you.
Set up a Twitter list of all of your competitors, peers and industry news sources. Find the blogs you most frequently share on social media, and add them to your Twitter list as well. Stream the list from Tweetdeck or Hootsuite, and leave it on your desktop to glance at throughout the day. When you see a tweet linking to an article you think your audience would also enjoy (and it’s likely you will – if you’re in the same industry you probably have similar audiences who enjoy similar content), write your own tweet in your brand’s voice and link to that same article later in the week.
2. Interactive Content
What you likely won’t see on the feeds of your peers and competitors is content that wasn’t written in the last month or so. In an effort to stay fresh, sometimes we forget about the golden nuggets that withstand the test of time. At some point, you probably saw or even posted a piece of interactive content (that wasn’t necessarily your own) related to your brand. A quiz, a game, an interactive map, a rich-media infographic or even a video.
Interactive content tends to do really well on social media, no matter how many times you post it. And, often it’s evergreen, meaning it’s just as relevant now as it was six months ago. It’s just a matter of finding the content that appeals to your audience. Here are a few places you can start your search:
- The Guardian’s Interactive Team
- Movoto’s real estate blog often displays interactive maps of the U.S. on a variety of topics.
- National Geographic has a collection of games and interactive content on almost every topic featured on their site.
3. Your own evergreen content
Speaking of evergreen content, you likely have some of your own. Think back to campaigns and features you’ve done that weren’t time sensitive. Chances are, you probably forgot about them once they were over and they never saw the light of a published post again. Now’s the time to bring them back and give them a second life. We all deserve a second chance, right?
4. Your brand’s photos
You probably have a bunch of photos stashed away on a shared drive somewhere. Photos that didn’t quite make the cut for your last campaign, surplus photos from an event you just didn’t have space to post, or older photos you just forgot about. Take a few minutes to look through those intimidating folders (I know – they can be quite large and disorganized), and you might just find some gems.
5. Your posts that did well in the past
Tap into your Facebook and Twitter analytics to find out which posts had the highest engagement rates. But here’s the trick – don’t look at what did well this month and last, look past that to two, three, even six months ago. People are less likely to remember these posts, so you can repost them and enjoy new engagement.
6. Repurposed content
Consider posting some of your existing content from a new angle. If you have a great photo from a few years ago, add a cool filter and post it as a #TBT. A great article written a few months back by an employee or a partner can be posted as a #FF.
Find a story or blog you posted in the past and think of a new angle to focus on. If you wrote about the person in the story, maybe write this tweet or Facebook post about the overarching theme or a prominent statistic that goes along with it.
What did you do last time you had a slow week? Tell us in the comments below!