Here are some examples of the different kinds of “what” we discuss, all taken from my Facebook pages. (They’re all from Facebook just because it’s the most used platform, but we’ll talk about other platforms, and how we might post differently on them, later in the week – but the basic ideas transfer directly across platforms.)
Directly promotional (remember: do this relatively rarely. Often enough so that people know what you sell, but not so often that they have nothing of interest to interact with. And sell with personality!)
Branding – showing your personality or your business’s personality, and perhaps incidental messages of what you do but without being salesy. I’m giving you several examples here from both my businesses.
Educational and inspirational shares: but don’t just share something, always add your own commentary to it, and where possible invite a discussion or at least a click or reaction.
Articulating your why: You might not do this quite so often – though hopefully it’s always in the back of your mind – but it’s powerful to mention it explicitly now and then.