Who, what, where, why, when and how —  in elementary school you’re taught those are the keys to a good story. In college, during the very first day of Newswriting and Reporting 101, Dr. Getz told my class a solid article would answer those questions. 

So, I should apologize because when we’ve chatted marketing, we’ve often left out a key element.

We’ve suggested you target your customers and potential customers (who) with your story (what) on social media (where). We give you all the reasons: people like to buy cattle from people, they want to know what sets you and your program apart, and others. Those are the “why.”

But we often take for granted that everybody knows when and how. 

After all, I’ve been telling stories for a while (just ask my mom!). Coming up with content is old hat for so many of us on our team since it’s both our calling and our careers. But sometimes we overlook that you might rather spend time figuring out breeding dates and feed rations than a social media strategy.

If you already have a social media ranch account, here is how you can make the most of it:

Make a plan. It doesn’t have to be fancy or comprehensive, but you can outline a simple goal of how often you want to post and when to post what type of content. Working backward from your sale is a great place to start. 

Gather up the goods. When you’re out doing regular tasks on the ranch, snap a picture or short video on your cellphone. If you’re traveling to your customers’ operations, show your genetics at work. Even if you don’t know when you’ll use it, bank some of the good stuff. 

Use variety to your advantage. Create different types of posts, varying between educational, promotional and some just for fun. Different people gravitate toward different types of posts, so switch up your use of photos, videos and graphics. 

Be unique and engaging. Showcase what makes you and your program special, and treat your social media presence like a two-way street. Respond to comments, ask questions and make it a discussion — not just an advertisement. 

From holiday and seasonal posts to presale details and postsale summaries, the possibilities are endless. For a more detailed plan, including sample posts, download our free social media planning guide. The customizable schedule offers ideas and guidance on when and what to post. Plus, you’ll be added to our email list to find the latest genetics for sale.