Similar to our discussion on why a brand needs to keep its voice, it’s also important to remember that every social network has its own unique voice. This is because as consumers, we tend to segregate the different networks in our heads and use them differently. In order to be a brand with a strong social impact, it is important to be recognize and take advantage of these differences and adapt your social content and sharing strategies accordingly. I will share some tips on how to optimize your posts for each of the different networks. Hopefully, your inner social media and brand manager will be able to use these tips, and I encourage you to share your own in the Comments section below!
How to Optimize Your Posts for Different Social Networks
Considering there are a million (ok, slight exaggeration!) different social networks, it is important to choose the ones on which your brand’s target audience spends the most time. Here are the key questions raised by Tim Grahl, you need to answer for your brand and your business.
a) Step 1: Find the right networks
- Does this network make sense for me? This includes asking yourself the questions of do you have time for a particular network, does it fit your work time/life and do you see yourself getting involved in it?
- Are my potential customers on this network? Instead of guesswork, it is best to answer this question based on real demographic and customer survey data. Identify where your most profitable customers spend their time. Think about conversions as your ultimate goal.
- Does my content fit this platform? If you only produce video content, then perhaps YouTube, Vimeo, Vine, and Instagram are your best channels. If you’re producing pictures, think about Pinterest, Instagram, Snapchat, and others. Take the time to assure a strong fit with your content, because being unengaged on a platform can cause customers to question whether your business is still open for business.
b) Step 2: Do not copy and paste the same content
Many of us try to save time by using scheduling tools, sharing apps/plugins, or even opening browser windows on all of social networks and copy pasting the same content over and over again without any optimization. Our posts fail, and then we wonder why.
- #On Twitter: Neil Patel did a great Quick Sprout post on what really ensures high engagement on Twitter. This includes:
- Keep your tweets short to maximize retweets, i.e., up to 100 characters so that people can add their own comments before forwarding them (note that this rule still applies after the introduction of Twitter’s new Retweet or Quote with Comments feature)
- Use images in Tweets and be aware of the size guidelines so that you’re not inadvertently chopping off people’s heads and cropping words
- Use hashtags and links thoughtfully
- Consider asking people to retweet (experts are divided on this one, discover what works best for your brand!)
- Be human, while Big Ben is fun, most people don’t want to follow a bot
- Post Tweets with Statistics, e.g. 22% consumers will purchase ABC…and then a link
- On Facebook: Be conversational and respect people’s privacy. Remember that people use Facebook primarily as a ‘personal network’. However, given the huge size of the network and the sharing power it has, Facebook can be great for your brand. Keep the tone of your posts friendly and use images for maximum attraction. Images with posts garner 180% more engagement on Facebook, but ensure that they are the right size and quality. Share twice daily on weekdays. Post more than that, and people may find your brand a nuisance.
- On LinkedIn: Share your perspective and opinion on updates in your industry, keeping neutral tones in your headlines. Start a professional discussion on relevant industry topics in LinkedIn’s Groups. Use the same targeted keywords that would perform well for your brand in a Google search. Skip the hashtags on LinkedIn. Aim for one great post every weekday.
c) Step 3: Use tools that allow for optimization
Lack of time is a real issue most brand managers face. For that reason alone, there is a plethora of tools available that enable you and your teams to share content and optimize it for various networks. Tools that do both of these are few and far between, which is why I use Outbox Pro. Here are a few screen shots, and reasons why it’s helpful.
- Choose a piece of content from any website, highlight it, and it pops into the content field
- I have team members added onto the tool, so they can write posts at anytime and from anywhere for my approval and scheduling.
- I can quickly check my tabs and customize my wording and images on each network.
- I can add an additional network/ page or profile that I want to publish on. I can also schedule posts for any time in the future and identify the approver before it’s published.
What are your time saving tips for optimal posting on different? Please share with us in the Comments section below!
About the author:
Upasna is Unified Inbox’s Digital Storyteller. She is the Co-Founder of Content Marketing & Branding Firm, Brandanew. Her previous experiences include: Rocket Internet, Experteer and McKinsey & Co. She has been a blogger since 2003 and currently lives in Ludwigsburg, Germany.