When creating content on your social media networks, it only makes sense that you’d want to share as much information about your company as possible to strum up more interest. Surprisingly, having too many call-to-action (CTA) and self-serving posts can actually have the direct opposite effect on customer appeal and attention to your business. There’s a very fine line brands and companies need to walk between being overly promotional and not promotional enough.

Though originally coined by Andrew Davis, author of Brandscaping, it was Joe Pulizzi of The Content Marketing Institute that popularized the 4-1-1 Rule for Social Media. It says that “for every self-serving tweet [or post], you should retweet one relevant tweet and most importantly share four pieces of relevant content written by others.” This creates a relationship with potential customers. 4-1-1 gives the opportunity to have dialog, build awareness of your business and trade, as well as keep in touch with followers without being too pushy.

“4-1-1” Rule

You can read more about Joe Pulizzi and his 4-1-1 social media posting rule here.

Here at HireInfluence, we first encountered this rule while at Social Media Marketing World earlier this year. Since then, we’ve made it a core focus of our own social content and in creating editorial calendars for our clients’ Brands Advocates. Based on this first-hand experience, we can say without a doubt that this strategy works!


Do you use this rule in your social media strategies? We’d love to hear what you think of it.