Well there’s your first mistake! You’re letting your employees post and relying on this content for a “Social Strategy”. LOL!
Yes, you’d like more content, and you’d like to get your employees to assist, but please, for the love of all things sacred, don’t allow them to post ad-hock!
Planning and strategy are imperative for making a social media campaign work. And if you’re spending money on Ads, it’s even more imperative that the content being posted organically, is good, solid quality.
Why do I know this?
I’ve been managing one of my clients pages for 5 years. The quality of the content that goes on “organically” is top. It’s all good quality, high value and very well thought out. Right down to ensuring that the content is relevant to social, political, seasonal and even social trends, but all true to the brand. I have a mix of content, from video to blogs to still images and a good mix of selling product to just conversation. Why is this important? Well, I run ads specifically to people who have engaged with my content. Because I know my content is good, I know the audience created from this engagement is good, which would result in good Ad results. BUT it goes deeper than that, the lookalike audience I am able to create from this is just as solid.
I often get asked how I get the results I do and if I can reproduce this. The answer a lot of time, careful planning and yes, I can reproduce this, but first let me manage your page, get rid of the uninterested page Likers, the people following for the wrong reasons and let me take the time to grow a page/audience that I know will convert. This will all take time, depending on how big your original audience is.
And while I’m at it – stop worrying about how many people follow your page. Who cares? Personally, I’m more interested in how many people buy/enquire/sign up (or whatever it is you want them to do).
Stop getting staff to “come up with content”. Start planning your content, have a content calendar and stick to it. Don’t post for the sake of posting (take it from me, sometimes my page will go more than a week without a post – because there is nothing relevant to post about!) and make sure the posts you are creating are to brand, make sense and provide value to your audience.
By all means, get your staff involved, but give them specific tasks, ensure the quality of content they are producing is good and make sure all posting is done by one central, adequately trained, person (or team).
Oh and if they need training… check this out: Online Social Media Marketing Course