Social Posting 101: The Skinny on Sharing Good Content

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Thinkstock

A few months ago, we discussed the optimal time for posting on social media. Here we are again to set the record straight: more content doesn’t always mean better content, and posting for the sake of posting should be avoided at all costs. Social media content should be aimed to delight, engage, educate and (sometimes) even create some controversy with your audience. Follow these tips to make sure you’re on track with your social content:

Facebook

Facebook doesn’t make it easy for brand posts to be successful. In short, if you want promotional brand posts to appear, it won’t be free. However, this does not mean that all content goes unseen – Facebook is mainly filtering out posts they consider to be “promotional,” meaning that quality content will still be organically distributed. Now the questions remains, what is quality content?

Kevan Lee, content manager at Buffer, has pulled together a list of what makes the “perfect” Facebook post:

  • Must contain a link: Research conducted by Facebook itself found that users prefer displayed links over photos with text displayed above.
    • This same research found that 80 percent of users preferred not to see “click-bait” headlines, but rather headlines that helped them decide if they wanted to read the story or not.
  • Keep it short: A study done by Buddy Media found that posts that contained 40 characters or less received 86 percent more engagement than longer posts.
  • Relevance is king: Guess what? People want to share real-time news with their friends! No surprise there, but you might not know that the Facebook algorithm boosts posts that are “trending” or being mentioned across the platform. Follow conversations and see what your audience is talking about to boost engagement.
  • What’s your content strategy? The most engaged-with brands on Facebook have a strategy when posting content. Consistence and frequency are crucial, though this doesn’t mean post five times a day. But make sure you have a regular cadence of content being shared with your audience.

LinkedIn

LinkedIn has about 260 million users and leads the pack for professionals among the social networks listed. It can be both a way to connect with old colleagues, as well as a powerful tool for lead generation. Econsultancy found that LinkedIn sends four times more traffic to your company’s homepage than Twitter and Facebook. Additionally, the platform has the highest visitor-to-lead conversion rate at 2.74 percent. How do you make sure you’re maximizing this potential?

  • Let us repeat ourselves, consistency is crucial to the success of your profile. Whether it be a personal or brand page, consistent messaging ensures that your profile effectively conveys your message if a visitor decides to read one post or twenty.
  • Make sure your content is appropriate for the platform. LinkedIn members are professionals; they aren’t looking for cute cat videos (albeit, don’t hesitate to share these elsewhere). In fact, according to research from LinkedIn, 6 out of every 10 users are interested in reading industry insights, followed closely by company and product news (53 percent and 43 percent of users are interested in this type of content, respectively).
  • LinkedIn has two tools for marketers to determine what content is resonating best with their audience: Content Marketing Score and Trending Content. You can learn more about both tools here. These aim to arm you with the insights needed to post the most relevant and engaging content to both personal and brand pages.

Twitter 

Twitter is a bit like the Wild West of social media. Finding the best content to post often takes some experimenting to see what hashtags, articles, and voice resonates the best with your audience. Nick Lewis, PR and social media expert, compiled a list of the components of a good Tweet:

  • Don’t tweet with nothing to say: Does your Tweet serve a purpose? Does it warrant engagement from your audience? Over-posting without adding any value will likely result in reduced engagement, so the purpose of your content should be clear.
  • Link to associated sources: Due to Twitter’s character count, it’s sometimes tough to convey your whole message in a single tweet. This is where directing your audience to a related source (i.e. an article, blog post) comes in handy.
  • Include images: It’s simple. Tweets that include an image receive 150 percent more retweets than those that do not.

Instagram

Instagram is the fastest growing major social media network in the world with over 300 million users, including more than half of all online young adults. It’s no secret that visual content is exponentially more engaging than written content, especially with millennials. What is the secret to Insta-fame? Let us explain:

  • Context and relevance are key: Think before you hit the ‘Share’ button. What value does this add to my customer’s life? How do they benefit? Why would they be interested? How can I make this relevant to my followers?
  • Hashtag brilliance: Branded hashtags are a great way to not only engage with your audience, but also a great way to curate photos to share on your brand’s account. The clothing brand, Aritizia is a great example of a successful, branded hashtag.

For examples of what not to post, check out this article from The Huffington Post.

Regardless of the network, one piece advice rings true – know your audience before you say anything. What trends do they care about? What annoys them? What content are they seeking out on social media in the first place? And what are they posting?

Once you begin to answer these questions, you’re well on your way to posting engaging content.