Gregory Kiep

Marketing Blog

Gregory Kiep is the premier marketer and promoter for gay events, gay travel, and promotion. Based in Provincetown, he has travelled around numerous markets making connections and talking about his travels to places like Provincetown, NYC, Los Angeles, Fort Lauderdale, Mykonos, South America, Europe, Nice, and more.


What is the 5-3-2 Rule of Social Media?

Everyone knows how important social media is to the growth of their business. These "touches" on your customers and sphere help remind them who you are and, more importantly, what you do. Oftentimes, brands take the "me, me, me" approach to their social strategies - talking only about how amazing they are and how they are the best at what they do. 


Introducing the 5-3-2 Rule of Social Media Posting.

This social strategy helps define a posting schedule for a brand that keeps their followers engaged and helps to build even more of them. Simply put, the rule states that:

  • 50% of your posts should be Curated Content, or content from other sources that is interesting to your customers. (Think Buzzfeed or Thrillist or an industry-specific publication).
  • 30% of your posts should be your Custom Content, typically hosted on your company blog. This should be relevant and can include why your company presents a "value-add" but should never be "salesy."
  • 20% of your posts should be Personal Content that helps to humanize your brand. (Think "behind-the-scenes" or personal messages from someone at your company.

The idea behind social media is to show that you have a finger on your industry as well as the world around you. Too often, brands that I consult with attempt to want a "salesy" message to their social strategy. This is not necessary and actually detrimental to what you are trying to accomplish. 

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Think about the Sales Funnel and the different stages of it. Social media is typically utilized in the "Brand and Buzz" phase - getting people talking about your company. From here, you can help pull people through the funnel to a sale - don't expect an instant conversion.

Obviously, nothing is black and white and the 5-3-2 rule is not set in stone. But it is a great basis for a social media plan that helps accomplish what it should for a company - to get people talking and engaging with you and, eventually, converting into a sale.

Want to chat more about it? Zap me a message!

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