Salespeople are embracing social selling. There are a lot of benefits to adding social to your traditional sales process which has been covered in many different articles. These articles cover things such as researching your clients, content curation, relationship building and even lead generation.
After doing some research of where your target audience is , creating social (selling) profiles is easy. Especially with all the good advice, tips and tricks you can find on the internet. But then the next dilemma’s arrive on the scene: what content to post where, how many posts and how much time will this take?
Of course, there is no unique and one answer to these questions. There are some articles out there that say you will be spending 20 – 60 minutes per day, but is that realistic? Looking at the forerunners of social selling might give us some more insight. Where better to look for inspiration on the above questions than to the list with the Top 30 Social Salespeople. Today, I will focus on what they do on Twitter.
There are many posts about how many times you should tweet per day. One thing that seems to jump out is that the quantity seems to be going up. In the past it was once a day but today the number is likely going up to 3 to 8 tweets a day. This includes of course your tweets, retweets and replies to others.
But how many are our experts averaging? A quick analysis gives us a range between 4 and 36 tweets per DAY! The average being 17. One of the reasons why this number could high is because these experts are taking part in twitter chats and are much solicited by their “fans” but that could also be considered as social selling.
Digging a little deeper, it seems they are tweeting every day of the week with Saturday and Sunday at a 1/3 or less of the weekday volume. And most tweet around the clock with a real dip around 2-5 AM. I assume this has to do with their worldwide audience and their use of scheduling tools.
And then there is the lifespan of a tweet. After some digging I found that this varies between 10 and 18 minutes.
Conclusion: There is, of course, no exact number but it seems that you need to tweet 10+ times/day or otherwise said “once every hour” during the workday. And possibly 3 times/day during the weekend.
There is no such thing as a perfect tweet, but common knowledge has it that every tweet should have a good text with a call to action, a link to more content and one or more hashtags. To make the tweet complete, you might add a twitter handle as part of a reply or general mention.
Unfortunately, most tweets do not adhere to this scheme. Our experts manage include a link to more content in about 15% to 90% of their tweets. The average being one tweet out of two having a link. When it comes to the use of hashtags, we see a similar behavior. The experts average between 0 and 4 hashtags per tweet.
Conclusion: Every tweet you send out should have at least one or possibly 2 hashtags.
So how much time do you spend tweeting? The 2 above topics can give us some indication on how much time you will be spending per day. Since there is no real science to this, here are some of my thoughts
- Tweet 12-15 x day
- Every other tweet has a link to additional content and a good hashtag.
- Average time to create and send out a tweet: 1 minute (and yes this can vary) but keep in mind that some thought needs to go into the text, call to action and hashtag(s) to use.
- If you include a link in your tweet or you retweet a tweet with a link, you need make sure you have read the content of the link which I will count as 1 minute per link. Since half the tweets contain links this will consume some time.
Conclusion: Taking the above bullet points into account, you will spend 20 minutes or more per day on your outgoing tweets.
And there is more
Of course, sending out tweets (like sending out email content) is only the beginning of the integration of social into your sales process. You will be investing time into listening, content reading /curation and actual relationship building. More to follow in future posts.
So how much time do you think you invest into your social selling routine?