This blog was written by our social media contributor, Shannon Gallagher, SEI.

Have you heard about “posting and ghosting?” That’s what the cool kids say now to explain the situation where you post content on social media and then close out your app and do not engage with your commenters and likers. If you think this doesn’t affect your engagement, unfortunately you’re wrong.

I chatted with JDA (John Anderson) the other day and he called it “the one and done process,” and he agreed it’s not a good idea.

I’ll tell you why it’s not a good idea to “post and ghost” shortly and what you can do instead to avoid it, but first, I’d like to explain a little bit about how our social media platforms work.
Social media is obviously no longer just a fun way to connect with people; it can also have a valuable business use for financial advisors. Every single platform has its own algorithm. As users, it’s our goal to find ways to pop up on other users’ pages, especially when utilizing these platforms for said business use.

For example, if you scroll through Facebook, you are not going to see every single thing all of your friends posted. That’s because Facebook’s algorithm strategically picks posts from a select group of your friends to consistently show you. It (Facebook’s algorithm) believes this group of people are the ones you want to interact with the most, and the more you interact with those accounts, the more you will see them on your feed.

On the other side of things, only a select group of friends — those who tend to engage with you — will see your content.  

But luckily, there are ways to create better engagement with your posts! I mean, the point of posting is to get as many eyes as possible to see it, right?

Why posting and ghosting can hurt you

purple ghost iconSocial algorithms love it when users engage with other users on their platforms. Someone who posts frequently and comments on 10 other posts a day makes the algorithm want to show their content to more people than those who rarely post and who do not interact with anyone else. The algorithm tends to push content from infrequent posters into a black hole that no one sees.

Commenting on 10 other posts has now put your name in 10 new locations for other users to see and potentially click on.

If you hop on the app, post your content, and then hop right off, the algorithm is going to say, “Not today sir/madam” and put you in that sad black hole. 

How you can fix it

Engage, engage, engage. The latest “rule” or “trick” to satisfy the algorithm is to engage and interact with other posts on your feed for about ten minutes prior to posting, and then stick around on that site for about ten minutes afterward to view any comments that come onto your content.

Shannon Gallagher headshotConsider interacting more on social media to see what happens. If permitted, follow new accounts/people, like, share, and comment on multiple pieces a day, and see if your content starts to get noticed by more users.

Was this helpful for you? I am thinking that my next few blogs will be about how financial advisors can repurpose their content on multiple social platforms and how they can implement a weekly social strategy. Share this post on your LinkedIn and tag us so we know you want to see more related to social media business tips!

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Legal Note

Please check with your Firm or Firm’s Home Office regarding social media policies before implementing any suggestions contained herein.

Information provided by Independent Advisor Solutions by SEI, a strategic business unit of SEI Investments Company. The content is for educational purposes only and is not meant to provide investment advice or as a guarantee of any specific outcome. While SEI welcomes comments, SEI is not responsible for, and does not endorse, the opinions, advice, or recommendations posted by third parties. The opinions expressed in comments are the view(s) of the commenter(s), and do not represent the views of SEI or its affiliates. SEI reserves the right to remove any content posted by users of this site in its sole discretion.

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Photo of John Anderson