All too often, bloggers and business owners go into their social media blindly. They’re not strategic with their posts, they post whatever and whenever something comes to mind, and then they just leave it at that.
Guys. If we want to have a successful social media strategy, we can’t just let our social media go to the dogs. We have to work for it. Plan. Strategize. Spend some time to make it quality. Schedule. Interact. Whatever other verbs you can think of, add ’em to the list.
The point is, you can’t be all willy nilly with your social media. It’s a marketing tool for your blog or business, which means that it’s serious shiz and you need to make sure that you’re doing it right.
My job is to help make sure that you’re doing it right.
So today, we’re going to talk about what to post on each social media outlet. Meaning, what is your perfect post for each specific social network. Just like no two snowflakes are the same, no two social networks are the same, either. Each one has its strengths and weaknesses, so it’s important to play to those strengths in your social media strategy. I’ll go through each social media outlet and explain what kinds of posts do the best on each and why.
We all know how to use Facebook–I mean, most of us have probably been active Facebook users since way back in ’07. However, Facebook Pages need to be a bit more strategic. You can’t just post a million pictures of your cute kid, sappy song lyrics, or political rants on your Page like you do on your profile.
Oh, none of you post those things on Facebook? It’s just me? Oh, okay then. Moving on.
As a brand, you have to pay attention to what your audience likes. Keep track of your insights, but keep in mind that these are typically the types of posts that do well on your Facebook Page.
Followers love to see what things look like behind-the-scenes. They love to see us work, they love to see how things are done, and they love transparency. It’s that whole, “wow, I could do that too if I wanted too!” thing that people just love these days.
Not only that, but it gives your readers or customers a better clue as to who you are. They can get to know who they’re buying from and that helps to create brand loyalty more than anything.
Seriously, who doesn’t love a good quote? Take a page out of these fantastic bloggers’ books and create appealing graphics for your quotes.
Your caption can be anything as simple as the quote reiterated or you can flesh out your ideas behind the quote a bit more. Hell, it’s your page. This is one thing that I won’t tell you how to do.
Posting regular statuses containing questions or trivia or even true/false questions do really well for Facebook pages. I unfortunately don’t have any good examples to show you, so you’ll just have to trust me on this one.
However, these posts are practically begging for engagement and they’re a great way for you to take reader/customer surveys.
Here are a couple of examples of good questions to ask:
- Would you purchase a workbook about ______?
- Do you choose to DIY more tasks for your business or outsource them?
- What would you consider your blog’s niche to be?
Some questions can help you to know if your audience would be interested in a product you’ve got at the back of your mind and others get your audience to think about their answers.
Well, sure, this one was a little obvious. Isn’t that what all bloggers and creative entrepreneurs want to do with their Facebook Page? Promote their own content?
I’ll answer this one for you–yes.
Always post your blog posts to your Facebook Page, but keep in mind that social media is meant for a lot more curation and interaction than only self promotion!
Whenever you’re posting a blog post, it’s a good idea to write a creative snippet about it in the caption–don’t just put the post title. We can already see it in your link or image!
If you’re gearing up for a big launch (or are announcing your launch), your Facebook Page is one of the first places to go to garner excitement for it. Create an awesome image or landing page so that your followers have something nice to look at along with your announcement.
(Also, if there were ever a time to promote a Facebook post, this would be it. I’ll have more on Facebook advertising at a later point in time.)
Video is a goldmine on Facebook. As of the latest algorithm change (which was when? yesterday?), video is the number one content that users see in their news feeds. And since you can make your YouTube videos autoplay on Facebook, users aren’t having to be sent to a third-party website in order to watch your content. It’s a no-fail situation, really.
And of course I had to use BuzzFeed Video for this example, because there’s really no other Facebook Page who does video like this one.
I personally think that Twitter is the easiest social media platform to use for business. It’s so easy to gain a following, interact with readers/customers, and use as a free promo tool. Whereas Facebook has gone towards mostly paid advertising to get your Page out there, Twitter still has a ton of organic value as long as you’re doing it right.
Of course, just like your Facebook Page, you want to share your own blog posts. Twitter is awesome because you can do this multiple times a day.
— XO Sarah (@xosarahmorgan) April 27, 2015
Curated Content However, Twitter is also your number one spot for shouting out friends and fellow businesspeople. In fact, you should be doing this even more often than promoting your own posts. (Ever heard of the 80/20 rule for social media?) Pro Tip: In your tweets, all we get is a shortened link to the blog post. Unless you’re also sharing an image that says the post title, I suggest including the title of the post in your tweet, rather than a vague caption. This way your followers will know exactly what they’re clicking on.
Ahhh, nice, inspirational, moving quotes. Rather than creating a visual image, though, Twitter is much more basic. Simply share one of your favorite quotes in your tweet, include the hashtag #qotd, and I guarantee at least two favorites.
(Disclaimer: you can’t sue me if I’m wrong.)
“Write. Rewrite. When not writing or rewriting, read. I know of no shortcuts.” – Larry L. King #MotivationalMonday
— Julie Harris (@brandingbyjulie) April 27, 2015
Industry News Social media and content marketing is all about positioning yourself as an expert in your industry. Do this by sharing relevant industry news. Who cares if you’re not the very first person to see this and share it? You’re the first person to somebody. For example, Buffer is now partnering with Pinterest and when I read the news, my jaw literally dropped with shock and excitement. Scheduling pins?! Who’da thunk?! But this is another day, another post. Let’s get back to the topic at hand.
Yay for exciting announcements and launches! Really, these can go anywhere because they’re so damn exciting that everyone is attracted to them.
However, to make your announcement really pop, I recommend using personalized hashtags, branded images, and perhaps some capitalization for emphasis. If you’re not a caps-lock enthusiast, you can also emphasize works using *asterisks*.
— Kirsten Thompson (@SweetTeaGrace) April 27, 2015
This should be a given. I mean, the creators of Twitter also created Vine. The two are destined for each other.
Snap funny vines or behind-the-scenes vines or whatever-the-hell-you-want vines and share them to your Twitter. Or just find a few of your favorites (I really only frequent the comedy section) and share those so that your followers can get a good laugh.
Also, how cute is this pooch?
Current mood https://t.co/5w8QLcboVZ
— Vine (@vine) April 27, 2015
Live Tweeting Events I’m not even going to include an example for this one, because y’all should know what I’m talking about. There were so many people live tweeting the #BruceJennerInterview that I felt like I watched it along with them. I don’t personally suggest using your business’s handle to live tweet any event other than an industry-related one, such as a webinar or conference.
This platform is one that seems to come very easily to some and not quite so easily to others. Since it has evolved into more of an artsy photo sharing platform rather than random iPhone photos, this takes a bit more work. However, if you really put in the effort to take quality pictures, then you can easily gain a loyal Instagram following. Workspace Fellow bloggers and business owners want to ogle over your gorgeous desk space, so just let them do it. These types of photos are probably the types that I personally “like” the most and I know I’m not alone.
Product Photos Whether you’re about to launch, already have, or are just reminding your followers about your awesome products, Instagram is a great place to do this. Whether you have a physical item or you’re taking a screenshot of your beautiful landing page, Instagram is your girl. (Or guy?)
Quotes Although Instagram is obviously a great place to share quotes, you’re going to want to be a bit more strategic here. This is the platform for you to head over to Canva or open up Photoshop and create your own quote template. Branded quote images will help followers (and even people who find you in the Popular Photos section) to recognize when an image belongs to you. Come on, guys, think brand loyalty! Also, is this not the most accurate quote ever?
And last, but not least, we have Pinterest. Personally, I like to save the best for last, but I’m not trying to pick favorites or anything.
Pinterest is also an extremely visual social media. However, if you were to choose between focus on Instagram and focus on Pinterest, I would tell you to lose Instagram and go with Pinterest any day.
Pinterest is more than just a social network these days. It’s a search engine.
Sure, I use Google to search for things at least 47 times a day, but if I’m looking for an article or an image or another creative type of content, Pinterest is my go-to. And since visuals are so important and I know that pinned items have been put there by a person who already thought this was a good article, there’s already a bit of trust behind my searches.
Pro Tip: If you’re creating an image specifically for Pinterest, optimal dimensions are 735×1103 px. My blog post images are 800×1200 px, which automatically shrink to optimal dimensions on Pinterest.
Are you hosting a webinar, releasing an ebook, or launching a podcast? Create an image for it and pin it with a link to your landing page.
These are eye-catching on Pinterest because they are so long. Marianne did a fantastic job of creating an infographic to go along with her blog post that I am sure has done magnificently on Pinterest. If you have the means of creating an infographic, do it.
If not, just curate others’.
Are you starting to see a bit of a pattern here? No matter which social platform you’re on, everyone just freakin’ loves quotes.
Pinterest does better with portrait images, though, whereas Instagram uses square images, so make sure that you’re adapting your quote images to a more optimal size.
Blog Posts + Curated Content
Sharing relevant and industry related content to your Pinterest is key, as well as sharing your own blog posts. Just make sure that you’re branding your blog post images!
From your experience, which types of posts do best on each social media outlet?