The most effective social media presence is full of varied content. Some content marketers will offer suggestions about the type of content you should share based on percentages (i.e. 20% of your content should be educational).

social media presence

Another way to look at how you diversify your content is to borrow a photography principle: the rule of thirds.In photography, the rule of thirds refers to the division of an image into nine equal parts.

Important compositional elements should be placed along the intersections of the lines that divide the image. This creates a composition that has more energy and interest.

social media presence

The main reason for observing the rule of thirds is to discourage placement of the subject at the center — just as your company shouldn’t be the main focus on your social media presence.

When building your online community and voice on social media, follow the rule of thirds to make sure you keep what you share equally divided.

Here’s how it works:

  1. One-third of your social sharing should be about your business. This can include sharing your own blog posts, posting updates about you or your business and sharing new products, services and office activities.
  2. One-third should be about industry topics and trends. Here’s where you congregate and share outside information and sources pertaining to your industry to showcase your knowledge and industry expertise.
  3. One-third should be about you or other relevant, interesting, news or events. This is where you can create a unique voice. Interact with people, ask questions, reply to your followers and repost interesting things people are sharing in your network (be sure to add your own commentary).

People follow your company because you’re interesting and helpful, but interesting and helpful don’t happen by accident.

Applying the rule of thirds to your social media presence can help you maintain that interest while still getting your brand message out to your audience.

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