Just as a dollar invested today can grow over the years, a post made on social media isn't just a fleeting moment, but a seed planted. Over time, that post can attract likes, shares, and comments, effectively compounding its value in terms of reach, visibility, and engagement.
Think of it like an investment - and each person that interacts with your content is interest accumulating!
Take a post from last year, for example. A well curated, engaging post would have spent the entire year accumulating likes, shares, comments, and new followers. This means it's worth more today than a similar post made this year, simply because it's had more time to gain traction and impact.
This is the compounding power of social media, or what we refer to as the 'Steam Train Effect'.
Unlocking the Steam Train Effect
The Steam Train Effect is a cumulative process where your social media content gains momentum over time, much like a steam train building up speed. Just as a moving train has more force than one at a standstill, older posts often have more influence than newer ones. But what strategies should you be paying attention to so you can get your steam train moving?
- Consistency and Longevity
The first and perhaps most crucial strategy is consistency. Regularly posting engaging content increases your momentum in the social media landscape. Over time, each of your posts can grow, resulting in a much larger cumulative effect than any single post could achieve. Consistency also builds reputation and credibility, creating a trusting and loyal client base.
- Analysing Success
Data is your friend in understanding which posts gain the most traction. Look beyond just the number of likes or shares - What time were they posted? What was the content? What sort of engagements are you seeing? Recognising patterns in successful posts will provide a roadmap for your future content strategy.
- Regular Revival of Old Content
Don't let your old posts gather dust! Regularly revive them by re-sharing, or repurposing them into new content formats. This gives them a fresh lease of life, and an opportunity to reach new audiences, really activating that compounding effect.
- Continual Learning and Adaptation
The world of social media is dynamic, so your strategies should be too. Strategies that worked yesterday might not work tomorrow. Continually review your content's performance, stay updated with the latest trends, and adjust the approach accordingly. Maybe you need some help from a team of specialists…
Social media for professional services isn't just a box to be checked; it's a valuable tool for long-term brand building. It's about understanding that every post you make is not just a moment in time, but a stream train gaining momentum.
Embrace the Steam Train Effect, and watch your social media presence grow!