Whether you work for a small business or are the community manager for a large corporation executing social media strategy, you are likely managing several social media profiles across multiple channels. With so much activity on the go, here are nine ways that you can squeeze the most juice from Facebook, LinkedIn, Pinterest, Instagram and Twitter.
These simple tips to tighten up social media channels will help make sure you are putting your most efficient, organized brand image out on display.
Facebook recently surpassed 1 billion monthly users, which means that you have quite the wide ocean to fish in with its incredible demographic targeting. Businesses need to observe how to best leverage Facebook as a marketing channel by experimenting with offering promotional content and entertaining content through its profile. Finding the right content helps create buzz around your post activity to get it on newsfeeds.
Secret Sauce: Over 70% of interactions with a post occur within one hour of it being posted.
Simple Tip #1: Experiment with Facebook posts that welcome two-way dialogue or comments/voting to try and spark quick conversation.
Simple Tip #2: Customize your Page’s call-to-action (i.e. Shop Now, Learn More, Sign Up) to help direct users to a key action you want them to take.
For all the personal interest targeting Facebook offers, LinkedIn is the equivalent for targeting professionals and B2B engagement. A properly optimized profile can provide great SEO value for the company, particularly if employees have the following:
• A professional headshot (it’s all about impressions)
• Target keywords in job titles and skills
• Link to the company website (and a custom profile link to add to email signatures)
Secret Sauce: Joining industry groups can help you to learn invaluable information about your prospects and customers – and tailor content or communication for them on the go.
Simple Tip #3: Be mindful of the rules of engagement within groups. Blatant self-promotion is a no-no and can tarnish your brand’s reputation all too quickly.
Simple Tip #4: Be sure to target ad copies on LinkedIn Advertising to your chosen demographic(s). Promoting a post written for entry-level marketers is not going to thrill the C-suite (and vice versa), so run two different campaigns for these distinctly different audiences.
This beloved virtual “scrapbook” is all about the visuals – so having top-notch creative and polished imagery is key. For certain businesses, this channel can be great for curating visual assets that can inspire your audience.
Depending on what you want to accomplish, Pinterest can even be substituted as a landing page if you wish to direct users to a specific collection (i.e. through an email newsletter promoting your company’s latest collection of X).
Secret Sauce: Image descriptions are paramount. Sufficient (and accurate) image descriptions and keywords will help people find you.
Simple Tip #5: Remember the top audience this channel draws (graphic designers, marketers, creatives of all industries). Create something that they’ll love so they’ll pin it.
Although often still for personal use, Instagram is gaining steam with businesses for sharing photos in a variety of ways – product sneak peeks, behind-the-scenes, office culture and environment. Don’t be tempted to blast your images on every other social channel just to chance more reach, consider sharing exclusive content through Instagram as a way to entice followers.
Secret Sauce: Like Pinterest’s image descriptions, hashtags are king to help users find content. Try establishing branded hashtags for recognition, but also leverage popular (but relevant) tags to help draw a larger audience.
Simple Tip #6: Show off your fun side by posting photos of your company that have an informal, candid feel. Whether at an event or around the water cooler, this inside glimpse to your business can be a tool for recruiting and hiring.
You may find the culture behind Twitter to be different than other channels – users may favorite or Re-Tweet your content without following you, much like people “Like” on Facebook without necessarily being Fans or Friends. Don’t be discouraged if you have good engagement but a tough time amassing followers. This is still very much a “word-of-mouth” approach to following, so consider mining your customer database to try and follow people that already know and love your business.
Twitter is also great for customer feedback; so be prepared to have a process in place to deal with any complaints, comments or even praise.
Secret Sauce: Keep abreast of keywords and trends with Twitter applications that can help organize your feed. Especially if you have to manage multiple profiles (like a master brand, sub-brand, and the company CEO’s etc.), using a scheduling service will be the fastest way to get organized offline before posting live.
Simple Tip #7: Always shorten your URLs and make sure your Twitter handle is compact enough not to take away from your limited character space!
Simple Tip #8: It’s great to live Tweet with original content, but also be sure to engage with people at your event who are making the effort to connect. Rewarding them with a shout out or RT can be a short and sweet way to build up brand love.
Simple Tip #9: No matter what channel you engage to help promote your business or brand, be sure to stay aware of what works and what doesn’t. Look to competitors or other industry leaders’ accounts to see how they tighten up social media channels with content, frequent posting, and style.