5 Simple and Proven Steps to Grow Your Podcast Using Social Media

Get off the marketing roller coaster and get on the automated fast track to digitally market your brand everywhere. Now join podcast producer Tom Hazard and Inc. Columnist Tracy Hazard as they share easy content building formulas and smart cut secrets proven to fuel hundreds of blogs, podcasts and brands with bingeable original content. Join the conversation on how to get your message out to the world. Be original, be heard, promote with power and purpose. Feed your brand.

Hey guys, it's Tracy here from Feed you'd Brand and Brandcasting youg and I am Facebooking Live our social media class. And I'm super excited. It's kind of a master class. So I want to be really clear about it. We are not going to cover like how to post on Facebook or anything like that. I'm assuming you're on Facebook and you know everything you need to know there. So. So this is not one of those kind of classes. This is one about how to organize you, how to really make it useful for your business. This is how we do it. And we manage a lot. We manage three different Facebook pages, we manage three podcasts, two businesses, and we manage all of our clients and the agencies for that. So we're an agency for that. So we really are doing all of those things. And I'm so glad you guys joined me today and I'm really excited to share all of how we do this and what we do and kind of how we really go a little bit ninja. So that's kind of what we've been calling it lately as to how we use our podcast and the social posts to really get our brand message everywhere. Because if you're not everywhere today, then you don't exist. And I want you to think about that carefully. It's like there's a lot of social experts out there who say, oh, you should only concentrate on one thing. And I don't disagree with concentrate your effort, the part that you personally put in. But that doesn't mean that you don't need to be everywhere now, everywhere all the time. Because this happened to us. I got sick of Twitter. It wasn't working for us. We weren't getting qualified leads from that. We weren't really even getting very useful messages back and forth. But what happened was, is that I can't quit Twitter because I do have people who kind of wait for my message and then click through and follow my column. Plus Inc. Requires it. So as an in columnist, I'm required to be on Twitter. So I couldn't just get rid of it, but I didn't want to be non existent there. I didn't want to look like a non poster, like a fake account. So I set it up for social automation so that I could, it would do it and I didn't have to think about it. So that's the kind of stuff we're going to really talk today. And I'm so glad you all are joining me here. So let's talk a little bit about why it's so hard to be heard today. And social conversion is really only about 1.3% today. Like that is terrible. And a lot of that is from paid ads. So I mean it's really, really hard to be heard. There's 80 million YouTube channels, 40 million Facebook pages that are business pages. You have 32 million Twitter users. And I just saw a statistic today that 25% of the ones that are following the President are fake. So we've got a lot of noise in there that's not even real. And then there's 800 million Instagram users. If you guys aren't on Instagram, if you're doing something visual, you should be on Instagram. 800 million Instagram users are very active every day. But social conversion is really low. So let's do stuff that is worth our time, worth our effort, and let's just push out messages otherwise and let's automate them. So that's what I'm really going to talk to you about today. Because social media is an integral part of your platform. And I talk about this a lot on our feed. You'd brand podcast. Tom and I go back and forth on that and we really talk about platform. You need a big broad platform that brands your message, brandcasts you and all the original great content that you have. And social is one part of it. Web is a significant part of it. And we talk about that. And please go to the podcast, feed your brand and listen to it because we just did one about the Google power. And Google is about 10x the conversion rate of social. So it's very valuable to it. And one of the things that we're going to talk about here is how we connect social to send people to our website, which gives us more Google boost. So like all these things are tied together as a strategy in building our big broad platform. And then the third piece of our platform, so it's web social. And in the middle there we have what we call influencers, right? Those are the people we connect to. Like I can see right now, Lillian Walker, one of a high level influencer who I value is Listening in right now. So we want to just make sure that we're rewarding those people who are influencers. We're connecting with them, we're networking with them, we're adding value to them. So that's how we define our platform. And the more we put posts, messages, engagement in it, the taller our platform gets. And imagine it like your stage, the stage for your brand. It's going to project that message out to a broader and broader audience and hopefully a really targeted audience because that's what we want to get to. So we really want to make it a part of what I'm going to call our three social goals. So our social goals are, number one, serve to attract. Our point in social media is not to push message out, not to promote ourselves every single time, serve to attract. The second goal we have is to be a power participant, right? So we're really getting to be a power participant with our network, with our influencers, with our clients. We do this all the time. You see on Feed you'd Brand's Facebook page, you're going to see where we are posting out the great podcast that our clients are pushing out. So we want to help them do that. That's a power participation. And then you want to be alive and posting, right? Like we talked about that Twitter thing, I don't want to be non existent to Twitter. So you got to be alive and posting and posting consistently and constantly, which is also a Google reward. So all those things go hand in hand. But I also have a couple of personal social goals. And here's my personal goals. I want to be original. I want to be the only person saying this. I also want to save time. I am a busy mom, I am running lots of businesses. I have three daughters. I got a lot to do and I'm sure all of you do too. So I want to save time. And with that time that I put in, I really want to make sure that I'm getting more and getting more that's valuable. That's really the biggest point and place that I want to be is that's the kind of more I want. And so here's how busy we are. Look, we got three podcasts going. I write for Inc. We've got a lot going on in our business. And what I want you to note is that little graphic right there, that gif. If I'm saying that right, and I'm sure there's some people who are going to argue with me on how you say it. But website, social media, influencers, remember, we want that on an automated place. And we want to stay in the things that we do really well, like content and promotion. And that's really where the power lies. And that lies in that be original part. So how do we do it? So here's the five things we're going to talk about and then I'll pop back out and we'll just talk about it. So how do we do it? We do. First, a snapshot of you. Where are you today on your social profiles? Then we benchmark others, but not just any others, not just top influencers. We're benchmarking the people that mean the most to your business niche, mean the most to the market that you're going after, mean the most to your targeted client base, whatever that might be. That's the definition of others for you. Then we make a post plan, because hope is not a plan. And Remembering tweet at 2 in the morning when you're awake is not a plan. Then we want to schedule and buffer and we'll talk about buffers. That's actually a tool, but we want to schedule it. We want to have an editorial calendar and we want to plan it. And then you just got to do it. So I think I'm going to come out of it. Did I do right, Alex? All right. My team's telling me that you guys can see me again. So, so good. So let's talk about that. First thing, your social snapshot. So it's not the easiest thing to figure out how to do this. And there's lots of tools in Facebook and everything, so I'm not going to get too techy about it, but if you want that, we're going to make this SlideShare available to you, and I'll give you a URL at the end you can go to and you can just get the SlideShare that I have, because I have a full slideshare. I'm just going to try and do this much more personally, though, and you can have that and you can take a look at what we do. But when you do that, you want to go on Facebook or Twitter or Instagram or wherever it is, and you want to do a snapshot in time. And I like to do it either for the year or the quarter or whatever your measurement metric is going to be. So are you going to look at it every three months, then do a quarter? If you're going to look at it every month, then do it on a monthly basis. And you want to take a snapshot of where you are today. So I Did this on feed you'd brand right this morning. And on feed, you'd brand's Facebook page, we have 10,351 page likes. That's pretty decent. That's pretty good. Although I find that a lot of them aren't really engaged user and that has to do with a whole other program. But we've done 84 posts since July because we started that Facebook page in July. So since July, we've done 84 total posts. So we want to track the number of posts we're making, and then we want to track the total engagement. And now here's where you got to do some math and some fudge because engagement is reactions, comments, and shares. And I don't want you to have to go into every single post and read them. So what we do is if you look at the metrics that Facebook provides you, and I'm trying to think of exactly where that's located on Facebook, I'll have to remember that. But they give you the post that you have, they'll give you your reach. That's what they call it. And reach to me is how many page likes, right? Or how many likes on that post you're getting. And then the other thing that they would do is they call it clicks actions. That would be the other thing that they call it clicks and actions. And so what I do is I actually take all of the clicks and actions and I just add up the numbers that are there and and I multiply them by 10 because they are 10x valuable to you. If someone is willing to share my post, someone was willing to share this Facebook Live, then they are associating themselves with me and my brand. And that means I resonated enough with them to be valuable to them. So I'm going to rate that higher. So when someone takes an action like that, when someone takes the time to make a comment to us, even if it's a negative comment and they're having a discussion with you or a debate with you, you still want to value that because that's engagement. Right? And so we look at reach just the number of people that saw it, which is the way that Facebook is measuring it. So it's views. I don't love that number. I think a lot of it is almost faked. Or you don't guarantee somebody actually saw it just because it was fed into their feed. Right. I scrolled through my feed really fast, so we're only going to value that at a 1x. So you add up all those numbers and you come to that. And so for us now, I hid my number that I had sitting here. Oh, 28,045 total engagement, which is pretty good. And so a lot of times I'll do that and I'll take. And I'll average it. So I'll take the total number of posts and divide it by the engagement or the engagement, divided by the total number of posts and get an average that's going there. And I use that as my benchmark. I want to do better than that next time. So you really, like, look at all of that. And this is our measurements that we use. So this is your before, though, because now we're going to move into a whole new process of how you're doing it. So you want to also have a measurement about where you want to go. So of course you're going to do that across not just Facebook, but all your social profiles that you care about, all the social profiles you're a part of. And then you want to start to look at that and say, which one of those profiles, LinkedIn, Facebook, Twitter, wherever I am, do I have the top engagement? And that is that number. That is your average per post. Where am I getting the top engagement for my effort? Right. So a number of posts is the amount of your effort. The engagement is the conversion or the return you're getting for that effort. That's how we're going to look at it. Where am I ranking? For me, LinkedIn is actually higher than Facebook. But I see the value in Facebook, of course, and we look at that as we have to up our game here. We're in the process of working on that. And that's what you're seeing, a Facebook Live from me. We're trying to increase that engagement. I have a before measurement, and I'm trying to get to an after measurement. And that's really we want to go. So if it's your top engagement and you want to keep it your top engagement, then definitely stay there, work on that. And if you have one that you want to bring up because you see a good market there for you, or you see that a lot of your followers and fans are your most engaged or your most valuable clients are coming from there, connect the two things together. So that's the next stage is you really identify which one is your ideal who. So where are they hanging out? Where are they going? And while I totally love Instagram and it's so visual and it's so great, we've actually found that the kind of people who become our clients don't come through Instagram, that they come through Facebook instead of Instagram or from LinkedIn instead of Instagram. So we said, well, we still want to be there and we'll still post there, but it's not a high part of our engagement. And so we dropped it down on our list as of 2017. Doesn't mean I'm not watching it and not seeing if there's something I can do or it's growing there. You got to pay attention. And that's why we're measuring that on a quarterly basis or yearly basis, whatever your measurement time is, then the next thing you want to do is follow your competition. And I'm not talking about the top influencers in your niche. I'm talking about somebody reachable, that person that's just ahead of you, the person who's just killing it and getting a lot more engagement than you, the one who's getting more clients than you, the one who's always ahead of you. You know who they are. They're the ones you want to be, right? And so that's the one you want to model. You want to take their measurements, and you can't get all of their information, but you can get a good guess of it. You can see how many people are commenting on their posts. You can see how many shares are there. You can kind of get a sense of how well they're doing. And so make a judgment call and measure a couple of them and see where they are in each of your niches and go from there. So we call that. That's step number two. Remember, we're going to go and we're making a competitive benchmark, so we're really checking that out. And we want to model the best. We don't want to model the ones that are doing the trendy things, who are always jumping on the, oh, let's make 10,000 fans on Facebook and let's jump to this and let's jump to that. We don't want the ones who are following that. We want the ones who have been continually building organic traffic or building traffic and fans and a membership group and whatever it is that they're building that you want, that's where you want to go to them and model them. We want to model their engagement and measure their engagement, and we want to model their content value. That's another thing. Pay attention to what they're posting. And we want to pay attention to the path to profit. Are they funneling people? Are they driving them to an event? What is the best path to profit? And I want you to really clearly think about that because there's a clear link between what Facebook or LinkedIn might respond to in terms of an offer. If they're being successful, if they're getting more business, then you can see that they're growing. And you know that they're growing because they're in your industry. Right. Then that model is probably the best that's working with that particular social media channel. So keep that in mind and look to that as well. Now, I do want to preface that by saying the reason we're not watching Top Influencers and the reason I don't want you going after there is that because the top 5% of influencers that make money on their influencer on their social profiles, they make money because they spend about 80% of the money that they make on ads. So Organic Reach is bad. I'm an Ink columnist. They tell us this all the time. Organic Reach is just drop, drop, dropping based on the Facebook algorithm, based on all sorts of stuff they're pushing you into placing ads. So that is really the way that we really want to go away from that and say, that's not the model we want to go on. We want to go on the model of the people who are really engaging and really doing something, something and boosting their own network and within their network. So the other thing that you have with the top influencers are a lot of them just happen to be first in their niche or have a sponsor network that's boosting them. It's one of the reasons why we offer up boosting within our social network for our podcasters, because having that network that's going to share things for you helps everyone rise together. So if you can do that in a really great way, tie yourself to other people that are compatible with you, not in competition with you, but compatible with your message and really doing good, authentic things that would be good for your market. Band together and agree to share each other's posts. That can really help for you guys. So I invite you to listen to the feed you'd brand Influencer episode. We just did that one pretty recently. It's episode number nine, I think. And I want to invite you there because I'm not going to go into great detail on this because I don't want this to last forever here and I want to get to the other stuff for you. But it talks about how to find the right influencers for your niche. We really dive into that because it's really critically important, not just to pick the biggest celebrity you can Find. So let's go on to talk about post planning. And I actually, this is a fun part for me. And because I come out of world in which we do editorial calendars, I come out of the world in which magazines and writing articles and all of those things, there's always an editorial plan. And so I've approached social media from that same planning point. And so we make a very significant post plan, right? We look at those competitors, we see where they're getting high engagement, we see their content valuable or is it gimmicky? We look at the model for how we want to do that, and we look at what's working within our own. So we look at that reach, we look at the engagement on our own posts and see what's happening and what's engaging the most for us as well. And we want to model and do more of that. So that's really where we're going with the post plan. And we mix it up. So we hit post style, post type, and we have a 30, 30, 30, 10 rule. I know that sounds like a lot, but I'll touch on that real quick. So one of the things that we see all the time, you're scrolling through your Facebook feed, I kind of go do it really fast right here. I got my phone here, right? And I'm scrolling through it really, really, really fast. And I can tell you that something catches my eye, I'll slow down, go back, right? But when a lot of times when I see the mistake happen is that someone is following a branding expert. And I work with lots of branding experts and I totally love them, so I hope I'm not offending anyone out there, but this is a huge miss and a huge mistake, and I want to stop people from doing it because it doesn't work in a feed situation. Your blog feed and your podcast feed, same thing. When you're in a feed situation and you think, oh, I've got to put my brand everywhere, so it might be my face or it might be my logo or it might be my colors, whatever that is, I got to have people know that it's me in the feed. That's a huge mistake. If they see that again and again and again, then what happens is that they look at that and they say, oh, wow, I've seen that before. So I'm going to pop out real quick and share this with you because I think this one's really valuable and I'm going to just jump ahead really quick. Okay. This is her blog. This isn't on social, but could you imagine if you saw that same post week after week after week with that blue background and a headshot on the right? I mean, you're not going to read that and you're not going to really know if that person is new. And that's about. That's kind of how fast I scroll through things. So this is actually what she said when I pointed that out to her. And this is Susan Harrow, she's a PRM media consultant. She's like, I advise my PR clients to never wear the same clothes in their videos. Lillian, I bet you would agree with that. So that people don't think they've already seen it, right? That this is exactly what happens. They think they've already seen it. They think they've already read it before. And so that's really where you get that system in which you must mix up the visuals in the feed. So we do this for our clients. We provide them original graphics and then we try never to have the same colors, never have the same text style. We try to make it shape different. So like if the image is over to the right, maybe the next time it's over to the left. And so we try to do that and we really mix it up and add great, impactful images on the background. But sometimes we also mix it up in our feed at which we show no text. We tried just the background image and we put the text into the comments, right? Or into the post message that you put. So you're going to want to mix that up across everything that you do. And that's really one of those things that really can make a huge difference in boosting your engagement the fastest. So you don't really have to do make different posts than you make now. You just style them differently as you post them. So I'm going to talk about suggested post types because after we have post style, we got to have post types. And really I want you to think carefully. Anytime you post, the number one thing is you want a why? Why should I share this? You want to ask that question in your head. And that's what you should write. Shouldn't be promotional. You should be thinking about copy. You should be thinking about why is this valuable to the person I'm sharing this with. And when you think about that, that's going to the top thing that you're going to do. And then you're going to have a specific post type that you will be sharing. Sometimes you'll share an image, sometimes you'll share a video, sometimes you'll be sharing A header like from your blog feed or from your podcast or from your post that you just made somewhere. Your video you just made, right? So whatever that is, that's your post type. But we go a little bit deeper in thinking about our post type, and we think there are some values in doing some of these things because it helps you repurpose content you already have so you don't have to think about what new thing to post, right? This is about that editorial planning, calendar. So we have a lot of things. So Tom and I did. Almost done. We're about to record 500th episode of our WTFF 3D printing podcast. 500 episodes. So you can imagine there's a lot in that first couple hundred that nobody ever hears, nobody ever reads, right? They can't find it because it's so buried down deep. So we really pushed that out, and we put it into an evergreen situation. You may have heard that. Evergreen tweets, evergreen messaging. We took out the ones that weren't timely, but almost 95% of them are, and we put them into this reposting system. And we do summaries. That's one thing we do, like the top 20 product review episodes or the top 20, you know, and we'll do like, almost like you can do a Facebook story, right? Which is kind of like this rotating little sideshow where you could do like three of them or something. And you put the graphics, put images there so you can do something like that. So a summary is a great way to get something valuable. So we have lots of episodes, for instance, on cool 3D printed items from Halloween. And we did it for three years in a row. So we have a summary episode would be a great episode of the top 3D printed Halloween items. And so it's something we can easily pull without a lot of work. And so that's one of the ones that we like to do. Get your older stuff moving because you have new fans, you have new followers. Just because it's old to you doesn't mean it's old to them. And so that's a way to mine that and repurpose that. The other thing that we do is we do a. Where are they now? So we have a lot of people we've interviewed, guests that we've interviewed, or people I wrote about in articles. And we do a. Where are they now? So I bumped into someone who I wrote an article about. I'd never met him in person, and I just bumped into him at Michelle Young's event. And so I want to Do a follow up on him. And so it's a great chance for you to just, just pop them a message, which is a great way to network with those influencers and those guests that you've had. Pop them a message and say, hey, I'm about to repost our article. Is there anything new that you're doing right now that I could say that I could hype up for you? They will respond back and they'll be so excited that they'll reshare that repost. And that also helps you as well. So we do that. Where are they now? We also pull out great quotes, stuff I might have said, stuff Tom might have said, but stuff guests have said. Pull out great quotes and stuff you probably have seen me post multiple times. Hope is not a plan, right? This is what we're talking about. This is not hope here. What we're doing is we're really planning it. That's one of our key messages we send out all the time. But we pull quotes like that every single day from every single episode that we do. And we kind of have them on file so we can make cool visual graphics of them and we tag the people who say them so then they share them again. And that's continuing engagement. The other thing we do is we do new content, of course, because I've got a new episode that's coming out this week. Today's episode on feed you'd brand is how I became an in columnist. Wouldn't you like to be one too? Right. So I would post out a message on my new content, ego bait. Okay, I know there's some of you out there who haven't heard of it before. We do something we call Ego bait. And it is kind of fun and kind of awesome. But basically it's a great testimonial that you cannot help but share and embed in your website. And so when you go to the link to download the slideshare, you can totally check that out and find out more about that as well. What you missed. This is the other type of post we really do because they may have scrolled through your feed. They might be the percentage that didn't get served up what you posted from Facebook because of the algorithm. So at least once a week we post a what you missed this week. We also send it out an email to our email list and remind them of these posts and these things that we've done this week. And a lot of what we based in putting into our email is what we saw as highest engagement from the previous week. So you get that kind of idea. Social is a great way to test this out. Is this worth putting in my newsletter? Will it get a good response? So this is a great way for you to do this. You're not reposting something, you're reminding them that they might have missed it. And we try to mix up so it's not the same image every time either. That's another way that we do it. Two things that I want to mention to you here when you're doing post types. One is don't always put the link up and when you put your post message right, put it in the comments. Do the same thing when you're tagging someone who authored it or who did that. Don't always put them up in the top. Sometimes put them in the comments, mix it up on there. Because the Facebook algorithm is changing all the time and you'll find that you might get different engagement based on that. So that's a good way to do it. Never send anyone anywhere but your website. Remember that Google 10X power we want to harness that. Never send anyone anywhere but your website. So get yourself a shortener link that is your website or do a referral. So I would do, I can do brancastingyou.com SocialMaster which is going to be the message here. That's Social Master. So that's going to be the link for you guys to get this slideshare. So you want to keep brandcasting you in there, right? I want to keep reinforcing my website because that's where people can find out more about me, more about me than is on my Facebook page. Right. And so that's where they can find more about business. That's where they can engage with me there. And you want to reinforce that in any post that you do. If you've got that kind of link, you want to just do it because that visual that click through that's reinforcing that for you and you don't have to keep saying it. And also if they need to remember something, they're just going to say, oh, it's on that brandcasting you website and they'll just go there. So that's like another way for you to do that. That's where you brand you most prominently in your social and keep that consistent. So let's talk about my 30, 30, 30 10. Yeah. So that's 100%, right? The 30, 30, 10 rule is 30% of your own stuff. That's all you're gonna post, 30% of your own stuff. Right. 30% share of other people's stuff right now. Other people that matter, other people that are good. I don't ever share. And honestly, I don't share CNN and I don't share stuff from that. That's not in my business plan model. I don't mix in those kind of shares. Now, if you're on my personal page, I absolutely share cute things that my daughters did. So you will totally get that there. But in the business sense, and that's what we're talking about here, you're going to share people who matter to your niche, people who matter to your audience. And we want to share specifically that stuff. Not just stuff, cool stuff we found. And then 30% of it needs to be an interaction of some kind. Somewhere where I'm tagging someone, I'm sending it to someone. And please don't do those ridiculous posts in which you tag 100 people in there. I'm not valuable. If you're tagging 100 people, no more than three tags and they have to be included in the content or personally referred to. So, like, if I refer to multiple people in an article and it might be, I've done it before where I had six people featured in an article, I will do three and then I'll do a second post with another three. So do not do too many people in there. It looks spammy and it annoys people and they don't add it to their timeline and they don't share it. So you're just going to get lowered engagements. So it's not going to be helpful for you. So anyone who started sending out that message that that was a good idea on Facebook doesn't know what they're talking about and we should stop following them. Then the last 10%, this is my fun part. That's the uniquely you. And I highly recommend, like, the weird stuff. Like, I can tell you, when we put out stuff on our 3D print page of like 3D printing, just like the oddest things that you've ever found or the geekiest things that you've ever found. Like, we did1on3d printed fidget spinners and like blew up and I was like, I'm so sick of those fidget spinners. I just want to keep stashing them in the drawer at home here. But they were pretty cool and we started sharing them and they went crazy for it. So uniquely you or weird things. Those are great. That kind of cool stuff. It reflects good on you that you have an interest in things and you're out there looking for things. And you're not just following some social plan here, you're being you as well there. So that's kind of where we want to do it. And then I do want to mention my ink rules. And this is the rules that INC has given us that we follow really carefully about really understanding what's working on your Facebook page and what you decide to share to your Facebook page. And you need an ideal understanding of who your audience is. Right. I know my Inc.com followers who follow my column are aspiring million dollar businesses. Right? That's what they're doing. They're building big businesses. That's what they want. These are not. While I'm on the innovation inside, I don't have a lot of inventors who follow me there who just want to license and sell their ideas. No, they want to build a business. The other thing is timeliness and content mix. So I don't like to do a lot of timely things because you get like that stress of like, oh my gosh, something just happened and I need to post about it. You know what? I just avoid those. I just say it's not my place to be commenting about something unless it's personal. So an example of that is that my sister was in Las Vegas at the shooting and we decided it was timely and important for us to say a message about bump stocks being 3D printed because they're dangerous, people could get hurt, and if you design them, then you should be liable for something that happens, having designed that. So I decided that that was an episode that was me being very political, unlike where we usually are. But I stepped out because it was a time to say something like that and I had a platform by which I could say it and I could use it for good to help promote my sister's event that she's doing next weekend in Orange County. So I could do some good with that. And so that's one of those things that you got to think carefully about it. Is it valuable to you? Are you tapping your audience for the wrong things? Are you doing it for the right reasons and for the right things that are valuable? So think about that. When you do that, the quality of the post matters. If the image is bad, if there's like, I don't share somebody's. If their website, every time you go to it, like pops up this thing, like sign up for this and sign up for that and you end up with all those pop ups. I hate that. And I won't share their stuff. So you got to think about the quality of that and what matters to you. I like things with a strong bias and opinion, and so does ink. It plays really well. Meaning that you have a viewpoint, you have something that's original about what you're saying. It's not the same thing everybody else is saying. And having a bias to something, while it sounds like a bad thing, like bias is a bad thing, though it's a good thing because it shows original thought. And that's really why people are following you. That's why you get fans, right? Fans that engage past performance matters and trending topics matter, but not as highly. They're just there. They're things to check against. Because if trends are down on something, you should stop doing it. And then the most important thing that I really want to say here is no clickbait or over promising Inc posts out. I even think I can't even remember the number. Oh, 27 to 30 posts per day and on their Facebook page. So if they're doing 27 to 30 posts per day and you're doing two. Right. This is why we have a hard time being heard. Right? But in that 27 to 30 posts per day, they find if they do something that's like slightly misleading or if the headline's just not right, or if it just doesn't, somebody clicks through and then starts reading it, they get pissed, the fans get mad and they get cranky. And so we want to avoid that because it doesn't serve your brand well in the long time. It's hard to engage fans and get them to stay. So last thing you want to do is annoy them in the process just because you think, oh, I'll get a good boost if I put this title on. But that's what it. That's where it goes. So we try not to do that. So now how often should you post? Now that you know what you're going to post about and now that you have your post type, your style, you figured out where you're going to post and who you're going to post to. Right? You understand that all in your head. Now we got to figure out how often should I post? And I'm gonna say up your frequency a little bit from what you are because you're competing against media influencers who post 27 to 30 per day and have a million page likes or more. And that's hard to get heard because it goes to less than 13% of your followers. So you gotta really up that just to get your actual followers, the ones who care, because followers Today, we now have to actively choose to see you in our feedback. So it's really getting harder and harder for that to happen. So it's channel specific as to how often to post. I certainly wouldn't do more than two posts a day in LinkedIn. It would be too spammy. And I have people who do. I unfriend them or I move them off my feed. So I mute them and so you can annoy your audience, even if they care about you. You want to think about it in times per week and times per day. You want to look at it as type mix, right? Of course. And you want to schedule it, buffer it, and we'll talk about that. So I actually have a spreadsheet. It's going to be in the slideshare. There's a spreadsheet I do, and it starts with the first column is outlet, Facebook, LinkedIn, Twitter, whatever the outlet is that I'm going to post into. I have a schedule I might do two times a day on Facebook, seven days a week. I find I have good engagement on the weekend. There's no reason to not post on the weekend. I have a manager for it. So Alexandra, my COO and assistant, she will make sure that we have stuff in the feed and if we don't, she's going to yell at me and make sure that I provide it for her. And we have a post type plan. So my post types, we talked about this before, but my seven post types that I put in the plan are quote, an image evergreen post, an image of an evergreen post. Not the header with the typeface, just the image that was behind that. And then the title of what it was will be somewhere in the post part of it or in the comments part. An ink article, one comes out at least every week or mostly because I do six a month. So there'll be an ink article header plus a link Ego bait. So we'll ego bait. We'll put out a testimonial or something. Great. That why we had our guest on guest from our show or someone who was featured in one of my articles, we do one of those a week at minimum. Sometimes we do more. A news share. Really important to have a news share in there. If there's news going on in your industry or there's news that would be valuable. You want to put that in there. And then I have live stream or webinar or funnel. We want something that is. You want to let people to know that they can take action with you. So we have that as one of Our seven for the week, a mix of that. But then we also have, because we have two posts per day, so there's actually 14 posts per week. We also have seven partner shares per week, one per day. So we're going to share somebody else's stuff every single day of the week. And we have a plan for that. And there's a rotation schedule and there's a feed. So that's our social media action plan, we call it. Then we use some tools to back that up and we use some tools to help us out with it and to manage it as a team. Of course, I'm lucky. I got my brand casting you team. I've got my team that generates the content, makes the graphics for me, does all that stuff. So it's just I have a lot of assets available to me and that's the really powerful part. But that doesn't mean you don't have them. They're probably on your website. You can grab them. You can use a tool like Canva to quickly create a graphic for yourself. Like all of those things are available to you. I highly recommend something I call. I use it everywhere. I use it on my phone, I use it on my desktop. It's called getpocket.com it's cheap for a year. I don't even think it's 30 bucks for the year. And I would pay for the premium because you can archive stuff. And I save articles there and tag them all the time. So I have a specific tag that is for doing news posts that will be for feed your brand. So it'll say feed your brand news. Or it would say feed your brand image idea. Like I'll save it with something that is relevant for me. I also save things that give me ideas for my articles. Like there's a whole way to categorize that. And then when I go to sit down to write the article, I go through, I go through that whole plan and I go through that whole feed that's in the pocket and it's just saved links so I don't have to think about it. I didn't have to remember where I put them. I didn't have to post it immediately because I was afraid I would lose it. I get to put it there and then when I need it, I've got it all ready for me. So that's what we use that plus we share Pocket as a team so anyone can access it together. And so that way we're all sharing to the same place. And so we use it like a team. Tool, then we use. We do pay for a tool to post on social media. And I know that's a little controversial from some social media experts, but I'm going to explain my thinking on it. And my thinking is I'm busy. I haven't got a lot of time. And I know that native posting is more valuable in Facebook. I know it's more valuable. And you have to do it on Instagram. So native posting, which means you go into the end to Facebook, you go into Instagram and you post directly from in there, or you use an auto feed from outside in. So like a service that goes outside in, we use buffer. It's like 50 bucks a month. And we use that because it allows me to have all the feeds that from all my. All the different resources we have from all our different podcasts, all our blog posts, everywhere, all of our clients. Lillian's mentioned Evernote. People use Evernote and other things like the Pocket, which is a good tip there. But with Buffer, we do this where we're using those feeds and it's just really easy to share it and write it right there and schedule it out and have a view, which you can look at it in calendar view, or you can look at it in week view or day view, and you can really see it. And you can schedule your time slots and it'll tell you when you're getting your best engagement. So you can shuffle your time slots. So it really does a lot for you. And for us, we want to get to 30 days in advance for the planning. And then we just slot in the special news ones. And the other ones, we just slot those in that we are actively responsible for each week. And so we do whatever we can to kind of keep that buffer full so that something's always posting. In case we're busy, we forget that things are going on. So we try to keep that 30 days out and full of that. Now, here's the controversy thing. Native posting versus Buffer or versus hootsuite, which is another tool, is that the number of followers? So if you've got a million followers and Facebook gives you 1 to 2% less engagement or less reach because you're not natively posting, and that's the latest number. Now, it might be raising up and being closer to 10%, but if I had a million followers, 10% loss of reach when it's only reaching 13% of that audience to begin with is a lot of people. So I might care, but when I have 10,000 followers, I might have a hundred people less who See it and a hundred people are not worth the effort it takes or my paying a big team to be able to natively post every single day within Facebook, or schedule them all within Facebook, or go into every single one of the social profiles and post that way. And so that's really where I draw the line. It's like they're not making it worth my time to go natively and post. Facebook Live is different. Obviously, I got to come in and do it there. So you spend your time in the areas at which you do. So now we're getting to five, right? Remember now we've had our five steps, so we gotta do this right? You gotta do it. You gotta get off your social media rollercoaster, you know, where you post, post, post, and then you forget to post and people aren't engaging with you and you kind of are missing in action. And while we all need a good social media fast, if you didn't mean to do it and now you're at the bottom and crashing to the bottom of your revenue roller coaster, you're in big trouble. So we want to keep just doing it, and we want to do it in a way that is as automated as possible, right? We want to make it simple and follow our system, follow our plan, and only do what works, right? We want to do what's working for us. And so we want to measure that every month, every quarter, every year, Want to measure that and drop what's not working and dive into what is. I like to try new things. I always have a little percentage of stuff that I'm experimenting on, but I don't waste my teens time experimenting on it. I try it myself and see if I can hack it or figure it out or whatever that is. That's me. So I'm willing to spend a little bit more time than most people on that, but not everybody's that way, so keep that in mind. You got to do what's right for you, engage in the areas that's working for you. And so I want you to imagine yourself getting more from social media, right? And there's days where I feel like, wow, why am I even posting today? Like, I'm sure you all feel that same way at times in your business. And then there are other times where I'm like, I'm at the greatest event ever, and I can see they're Bernie, so CEO space, and I'm having a great time. And you post like crazy, right? And so you want to really look at that, but you want to be able to say at the end of the day, the amount of time you spent on social media that you're getting more of what you want. Maybe you want more stages, maybe you want more media, maybe you want more qualified leads, right? Who doesn't need those? You want more sales and conversions in your funnel. Or maybe you just need more credibility. Maybe you're a brand new author and you need more credibility to get more publicity. Maybe you just want some time back, right? So do this make it easier for yourself so you can get some time back. Because I want to get, I want to do less work, right? Wouldn't that the ideal for all of us? So I'm so glad you guys joined me today and I really am thankful that you stayed as long as you did because I know how hard that is in today's busy world and we're in the middle of the day. But this will be in video, this will be recorded and it'll be saved and you can always have access to it. So if you can't find the link, you can always email us@hellorandcastingyou.com but I'm sure it'll be on my Facebook page. So I'm sure you'll be able to find it. But I'd like to invite you to get the slideshare from this because there's lots of images, there's lots of bullet points, there's a couple of examples so you can physically see this thing that I'm talking about and those are free to you. So it's brandcastingyou.com Social Master, all one word. And I also mentioned that I have media and PR tips in that egoBay, it's gonna send you the same place and you can download those as well. You can get those as well there. So lessons learned from being an in columnist and a podcast host. And it's just got lots of extra stuff that we talk about that really are the ways that we've been able to use our social media, our influencer networks and our podcasts, our content production on our website to be able to give ourselves that big broad platform. So I hope you guys are ready to be super social masters and start broadcasting you. Thank you guys so much. I had a lot of fun today.

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