Coaching World Issue 20: Industry Trends & Insights | Page 9

Consistency
Don’t take on more than you can
handle. It is better to be on just
one social network with consistent
messaging than to be present on
many social networks with sparse,
inconsistent messaging.
Choose a network that fits your
brand and niche. For example, if you
are a Life Vision and Enhancement
coach with clients who enjoy lots
of contact and quick snippets of
motivation, then Twitter may be
a better option than Facebook or
LinkedIn. If you are an Executive
or Career Coach, the professional
network LinkedIn may make sense.
Instagram could be a great choice
for you and your clients if your
coaching engages visual qualities.
Facebook is still the most popular
platform for business-to-consumer
connections and will most likely
prove beneficial to you in any case.
Once you have selected the best
social media network for you and
your target clients, you will want to
begin sharing content on a consistent
basis (see “How Often Should I
Share?,” at right, for recommended
frequency). Consider using a social
media management tool such as
HootSuite or TweetDeck. These
tools let you schedule messages in
advance, so you can ensure you are
sharing content on a consistent basis.
You may find it helpful to block off a
small chunk of time each week to find
and create content. Then, you can
upload a week’s worth of messages
into the scheduler all at once.

Branding
It’s important to keep the social
media profiles for your coaching
business in line with your brand.
Use your business logo and
name so that your profile is
easily recognizable to active and
potential clients. It’s also best to
keep your business profile separate
from any personal profiles you
may have. (The exception is on
LinkedIn, where you should only
maintain one profile.) You want
to keep content on your coaching
practice profile and your LinkedIn
profile strictly professional.
When you use one profile for
both professional and personal
purposes, it can confuse your
current and prospective contacts
and detract from your credibility.
If you do want to use just one
profile for both professional and
personal purposes, be sure to
keep all content professional.
Avoid sharing your views on
polarizing topics, such as politics,
or using the network to complain;
potential business leads or current
clients may be turned off by this
type of “sharing.” Once you feel
comfortable with your frequency
and branding on one social
network, consider joining another
one. Keep it simple for success.

HOW OFTEN
SHOULD I SHARE?
Do not feel pressured to share
content for the sake of reaching
the following numbers. Only
share content that is valuable
to your followers. If you can’t
meet the recommendation,
just be sure to be consistent
in whatever you do. Also, as a
business, do not feel compelled
to post on weekends.
Facebook 1-2 times per day

If you post twice a day, it is suggested to
space posts apart by approximately 5
hours for optimal reach.

Twitter 4-12 times per day

It is suggested to tweet every 2 hours for
optimal reach.

LinkedIn Once per day

Google+ 1-4 times per day

Instagram Once per day

Coaching World
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You can also access any account
activity via your social media
management tool. You should check
your social media at least once a
day for any messages or comments.
Be sure to reply even if it is a simple
“thank you.” People who use social
media to connect with businesses
are looking for an interactive
experience. Also, if applicable,

reshare or comment on content that
your followers share. These actions
can help you build a relationship
with your followers.