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How Do We Keep Momentum on Social Media?

Doing the same thing every single day, without fail, can be exhausting. We know this to be true in our daily lives: cleaning our kitchen after making dinner can be extremely tiring and boring; the daily commute to work can feel mind-numbing.

The same is true for work tasks, however. Writing the same emails every single day, going through the same basic tasks, and doing the daily drudgery can make us feel tired, bored, and lacking motivation. We also know this can happen for tasks that feel extremely heavy and difficult, like social media.

Social media is so many small businesses bugbears. It can feel difficult to start, especially when a small business doesn’t really know what they should be doing or sharing. We’ve written before about the importance of setting a plan that breaks down the steps to get started. But we also know that day-to-day social media can be one of those overwhelming, difficult, and perhaps a little boring tasks.

This is often why we offer this service to clients, at least initially. Nothing makes me happier than writing social media, creating graphics that pop, and scheduling, as well as monitoring posts and analytics. But we know for many business owners, this is a time-consuming task that they perhaps dread—it’s not their preferred activity!

However, we wanted to talk about maintaining momentum with regards to social media. It is often easier to start—but doing the same thing week-to-week, writing new, exciting social media, can be a huge challenge alongside other more exciting tasks.

We often find that these tasks are the ones that fall to the wayside for many of our clients. When we say “maintain momentum,” we mean that in multiple ways: in keeping the taste going week-to-week and in keeping social media exciting and engaging for followers.


1. Maintain a Strategy & Plan


Not only does strategy- and data-driving social media help your social media do exactly what you want it to, it also provides you a system to follow to keep your social media running. Here are our tips:

  • Always write social media in advance. We recommend scheduling social media at least a week in advance, but monthly is even better. This means you spend 2-3 hours writing, 30-60 minutes scheduling, and then it is done for you. This is all part of your social strategy. (And if you aren’t using a social media scheduling software, you should be!)


  • If you feel stuck, address your strategy. A good strategy outlines potential topics for social media posts. Having ideas in your strategy, as well as keyword research, can help you better determine what to post and how to write it.


  • Focus on long campaigns, versus day-to-day. Making a campaign (a longer running theme in your social media) can help switch things up and focus on a particular topic, then spread your knowledge over several days. Let’s take an HVAC company for example; they have a blog post about tips for new homeowners. They want to share that information on social media, so they break up the tips into 10 social media posts. They can then arrange those over an entire month, every 3-4 days. That’s ⅓ of their social media for the month done.


  • Create a calendar. We use CoSchedule here at Lunar Logic to organize our own social media, as well as that of our clients. We like it because it organizes your campaigns, tasks, and social media posts on a calendar. I also keep a paper calendar where I write down ideas for posts, as well as a general theme for each month. As an example, if you’re a business that sells products to restaurants, you might have a month dedicated to wine-related products and tips; then, you might have a month dedicated to staff wellness. This helps you research topics for social media every week.



2. Focus on Customers


When we are helping clients come up with website and social media content, the question we often ask is: “what are the questions your customers ask you the most?”

Basically: what is it that leads your customers to you?

Your website and social media content should answer those questions for existing customers and potential customers. So when it comes to keeping momentum on social media, always ask yourself what questions you can answer for your ideal customers on social media. What knowledge can you provide that will be beneficial to them, as well as spark an interest in your product or service?

One thing to keep in mind when it comes to writing content specifically for existing and potential customers: your social media posts should focus on removing friction. What does that mean? It means not depending on a link for information.

Let’s return to the example of an HVAC company posting a social media campaign with tips for new homeowners. Those social media posts might include a link to their existing blog post—but some might not. And all of those social media posts will provide the information and value in the post itself. When information is promised, but a reader has to click and follow a link to get it, that creates friction—basically, more work for the reader. By providing part of the information upfront and then providing a link, you remove friction, create interest, and draw them into your content.


3. Focus on Social Listening


We’ve written about social listening before; you can read that blog post here. Social listening is the act of monitoring social media for mentions of your brand, or problems in your area that you can assist in. Social listening is an important part of growing an online community.

Maintaining social momentum requires listening and monitoring your brand online. Not only is this good for growing a community, but it also can give you content to share when you otherwise don’t have time to write or create content yourself. By scheduling shares from customers, you can give customers what they want (a spotlight on them and their experience) and recycle content.

This is an important thing to remember: if you’re short on content for the week or month, it’s perfectly appropriate to share content from other, related pages, other businesses, or customers (with their approval).


More Resources


If you want to learn more about social media, here are some resources you should check out.







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