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Are you following the social media rule of thirds?

We’ve all heard the social media advice: Post often. Post regularly. Be engaging. These can be tough practices to follow, especially if you’re a marketer managing multiple priorities and platforms or lack the resources to create original posts on a regular basis.

There are many methods by which you can curate your social media feeds. One formula is known as the rule of thirds, and it provides an important formula that allows you to balance your time between creating content about your business and engaging with your community. The rule generally states that one-third of your content should focus on promoting business, one-third on sharing other posts and one-third on interacting with others.

So, to commemorate Social Media Day (June 30), here’s our take on the rule and some helpful tips to consider when pulling together your editorial calendar.

1/3: Promote business, but keep it real 

Talking about your products, market opportunities or strategy often comes easiest. It can also become the part that fails to inspire and engage, particularly if it consists of repetitive, one-way conversations.

TIP: Boast about business, personally: When sharing company successes, don’t forget to profile the human side of your business by telling stories about staff achievements and milestones, new personnel or your involvement in the community. Promote culture while inviting dialogue. Showcase your thought leadership and financial expertise thoughtfully and creatively, including through short quotes and videos. Remember to keep content focused on client needs.

1/3: Share other posts, with a broad lens

Curating third-party content is essential because it helps you to build community and engagement. It also shows you’re in touch with your industry and issues beyond your brand.

TIP: Use sources you support:  When sharing industry-related posts, news or events, make sure you’re using content from brands you feel align well with your own. Sharing surveys or reports on financial trends or developments relevant to your clients is a great way to engage in meaningful conversations. When reposting, it’s good practice to tag the owner or provide attribution in a caption. And when sharing original content (photos/videos) created by someone else, be sure to obtain permission and to provide the creator with credit.

1/3: Reach out and interact

The final rule of thirds is about being as social as possible. In fact, it intersects all parts of your curation plan because every post is a chance to interact and foster further peer-to-peer engagement.

TIP: Work the room often: One of the simplest ways to connect with your followers on social media is to like and share their posts and respond when they reach out to you. Talking directly to followers, answering their questions and saying thank you allows you to expand your reach in new and exciting ways.

While we believe the rule of thirds is a great guide, these tips aren’t written in stone. Every business is different. You’ll benefit from a little tinkering and looking back at your analytics to see what worked best – ultimately helping you develop a content calendar that consistently engages and inspires.

Looking to boost your social media profile? Ext. can help you develop a targeted social media strategy and content plan to enhance your presence. Contact us today at 1.844.243.1830 or