Maintaining a number of fresh and relevant social media feeds can be difficult to pull off. Too strict with scheduling content in advance and they will become a string of lifeless posts, too relaxed and they will lose the personality that has been carefully constructed through a company’s narrative, messaging and ethos. Therefore, it’s important to strike the right balance with social media, especially as it has become an essential part of the modern-day marketing mix – a thriving business will always have a thriving social media presence.

So, we do masses of research and invest plenty of time in ensuring social media feeds for our clients are successfully sustained. And here are three ways in which we do so…

Finding the balance

The best way we have found to strike the balance between proactive, consistent content, and reactive, fresh content, is to create a weekly schedule of well thought out posts – including interesting insights into our client’s business and relevant articles or news, whilst remaining responsive to breaking news, developing trends and unexpected events throughout the week. Both elements are essential to a consistent but exciting feed and don’t work well alone; no one wants to be reading a week old news story the day that something #BreaksTheInternet. Furthermore, we have found that, if appropriate (and if it’s done right), a sense of humour can help build a positive brand or business identity; as has been proven by some big names over the last year or so.

Good example:Poundland’s witty response to Thameslink’s online dig.

Bad example:Thameslink’s online dig.

Engaging with engagement

With proactive and reactive content covered, we like to get interactive. Aside from the obvious need to monitor accounts for enquiries and comments that need addressing, it is important to engage with audiences when they engage with content. People quickly lose interest if they are responding to posts and getting ignored; playing hard to get doesn’t work in the B2C/B2B social media world. This is because social media, at its core, is a platform for people to connect with people. So, even when running social media accounts for a company, the people we’re connecting with should know they are connecting with a person, not a bot, and it only takes a few moments to reply, retweet or like. When real-time engagement is required we can bring feeds to life by going live – this immersive feature is a sure-fire way to engage your audience. We were recently involved in the organisation and marketing of Brains Eden, an international student games development competition and, in order to engage with the global audience in an interactive and exciting way, we live streamed the awards ceremony on Twitter – take a look here:



Social media was born in the millennial age of instant fixes. It is a fast-food factory of quick and tasty content that proves undeniably that people engage most with eye-catching, aesthetically pleasing content. This concept has been coined ‘Instagrammability’. Not limited to Instagram alone, it is merely a social-media adaptation of the basics of advertising. Therefore, unique and exciting video and image content is essential to the growth of a social media following and, by proxy, a business. But, we are never tempted to sacrifice substance for superficial imagery; as with advertising, visuals must enhance and enforce a brand’s identity, not distract from it. A good example of this is Nike’s pancake trainers: The brand’s logo and product is immediately recognisable; presented as a witty twist on the excess of #foodlover posts on Instagram, but supported by motivational messaging that is strongly aligned with Nike’s brand identity and slogan ’Just do it’.

When it comes to social media less is more; quality definitely trumps quantity. Annoying an audience with excesses of content will see a slow, but sure, decline in following… and it goes without saying that however fresh and relevant the content, it will be irrelevant without any followers.

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