What and When to Post on Social Media for Organic Business Success

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In today’s digital world, social media has become one of the most vital tools for businesses to connect with customers, broaden their target audience, and increase brand awareness. But with so many different social media platforms and billions of daily users from every corner of the globe, it can be a little overwhelming trying to find out what and when to post to maximize reach and engagement. 

In this article, we will discuss some of the strategies and best practices that businesses can implement to optimize their social media outreach and drive the success of their organization. From identifying the most effective types of content to understanding how certain algorithms govern various platforms, this article seeks to provide insights and practical tips to help businesses create and curate effective content that resonates with viewers.

We will also cover the importance of tracking social media metrics and making strategy adjustments to ensure that social media efforts continue to align with business objectives. Whether you represent a large enterprise or a small, local business, this article will provide valuable information about navigating the often precarious waters of social media success. 

Identifying Your Target Audience and Platform Preferences

Understanding your business’s target audience and their preferred social media platforms can allow you to tailor your content and advertising strategy to reach customers in their preferred channels. Businesses can utilize a variety of research methods – including surveys, focus groups, social media analytics, customer feedback, et al. – to better understand customer behavior and preferences.

It’s also important to understand that each social media platform has its own unique features, strengths, and weaknesses. For example, in general terms, younger audiences tend to favor platforms like TikTok and Instagram, while older demographics may be more likely to utilize Facebook or LinkedIn. Understanding preferences and trends can empower businesses to tailor their content strategically in order to maximize engagement efforts. 

By posting content that speaks directly to your target audience’s interests and pain points, a business can increase the likelihood of engagement and sharing. Additionally, understanding the types of content your audience prefers can help you decide on the best format – whether it’s video, text-based, or image-based. 

Creating a Balanced Content Mix

For businesses that want to keep audiences engaged and interested in their social media content, creating a balanced content mix is essential. A diverse and appealing content mix that caters to various audience interests allows businesses to showcase a little brand personality and foster deeper connections with customers. Some examples of different types of content may include educational posts, promotional materials, entertainment, engaging, inspirational, behind-the-scenes, and more. 

In order to maximize reach and engagement, businesses can repurpose and/or re-package content in other formats. For instance, a blog post could be truncated and transformed into a series of social media posts or a single infographic. Or a video could be turned into a podcast episode or a series of short clips for social media. Too much repurposing or not altering the content significantly enough can also detract from effectiveness, so be sure to repurpose or re-package genuinely instead of simply copying and pasting certain content. 

Understanding the Best Times to Post on Different Platforms

Each platform has a unique audience with varying behaviors and habits, which means businesses must understand these trends in order to optimize their outreach. For example, Twitter is well-known for having a relatively short lifespan for tweets (approximately 18-21 hours for tweets that receive a lot of engagement). On the other hand, platforms like Facebook have a longer lifespan for posts which means that limiting posts to once or twice per day may be more effective.

To determine the best times to post on social media, businesses should conduct ample research into their target audience’s behavior and preferences. Social media analytics tools can help businesses identify when their target audience is most active and engaged with posted content. Businesses might also consider testing different posting times and analyzing engagement metrics to hone social media strategies. However, there are so many variables involved, including all the other content being posted on a social media platform on a given day, so it’s best to prioritize quality and shareability over finding the “right” moment to post content.

Crafting Platform-Specific Content

Because each platform has its own features and capabilities, businesses must learn to leverage these features effectively to create effective, engaging content. Since platforms like Instagram are highly visual, businesses would do well to focus on creating high-quality images, photographs, and/or videos to showcase their various products and services. Conversely, platforms like LinkedIn are professional networking hubs, and businesses posting there ought to focus more on creating educational or informative posts that demonstrate industry expertise. 

To generate platform-specific content, businesses must prioritize understanding the platform’s features, audience behaviors, and trends. This can involve researching the types of content that perform well on the platform and analyzing engagement metrics to understand better what kinds of content resonate with your target audience. Additionally, businesses ought to consider repurposing content posted on one platform to other platforms – this can help save time and money and help businesses create cohesive messaging across multiple social media websites. 

Developing a Consistent Posting Schedule

In order for businesses to maintain robust engagement and build a loyal audience on social media, they must develop a consistent posting schedule for their content. To accomplish this, businesses must set realistic goals and research the best times to post for their target audience, which can be accomplished by analyzing social media metrics.

Once an organization identifies ideal posting times, the business should develop a content calendar that outlines the types of content and frequency of posting. Businesses should also allow some flexibility within this calendar and make adjustments based on audience feedback and engagement metrics.

To ensure consistency, there are a number of social media scheduling tools businesses can implement to help automate timely posting. With these tools, businesses can easily plan content in advance and create a more consistent, effective social media strategy. 

Leveraging User-Generated Content (UGC) and Community Engagement

One of the most powerful methods businesses can utilize to build more brand loyalty and increase engagement on social media is to effectively leverage user-generated content. User-generated content, like customer reviews or customer posts featuring your products or services, can be shared by the business’s social media channels to showcase social evidence and foster greater trust with audiences. 

Community engagement efforts, like responding to comments and direct messages, can also go a long way in strengthing customer relationships. By incorporating user-generated content and bolstering community engagement initiatives, businesses can create a more authentic and engaging brand presence across multiple social media platforms. 

Monitoring Performance and Adapting Your Content Strategy

Another invaluable part of the process of optimizing social media engagement is monitoring performance and adapting content strategies when necessary. By regularly analyzing engagement metrics and closely monitoring audience feedback, businesses can readily identify the most and least effective content types and posting times. 

It’s important for a business’s social media strategy to be rigid enough to provide consistency and reliability yet flexible enough to adapt to feedback or various trends. 


To summarize, a successful social media approach requires rigorous planning, audience research, and ongoing evaluation and adaptation. Businesses can create an effective social media presence that engages audiences and drives business results with the right strategy in place – one that builds brand awareness, drives website traffic, and facilitates more meaningful customer relationships.

About The Author

Masha Mahdavi

Masha Mahdavi

Masha Mahdavi has over ten years of experience in digital marketing. She has worked with clients across a variety of industries including legal, medical, retail, and local businesses. Her focus is on working with clients in highly competitive niches and generating ROI through data-driven strategies, search engine optimization, paid search advertising, and paid social media.