Social media experts have a tendency to compare the effectiveness of difference social media networks. You will hear them talk of Facebook VS Twitter, Twitter VS LinkedIn or LinkedIn VS Facebook. However, if you need to reap the benefits of social media as a marketing channel, you must integrate your social media efforts. You should form an alliance between the 3 social media giants, perfect your way of posting on each of them and improve communication.
Facebook best practices
According to Facebook, there are 1500 possible stories that are filtered through on the news feed of the average Facebook user. However, only 20 per cent of these make it to the user news feed. You can use some best practices to ensure that your content is included in the 20%.
(1) Removing long links from copy
You must ensure that any message you write can spark the attention of the reader. Remove long URL’s you intend to share from your post. Facebook can add a special snippet underneath the post instead of it showing in the update. It is possible for the user to click on the generated title or thumbnail for the URL to navigate to the webpage, blog post or any other URL that you may be trying to link to.
(2) Using photos over links
If possible, a visual should be used to promote the message you intend to send out.
(3) Making use of optimal image upload sizes
Ensure that all visuals uploaded can fit in the specific dimensions allowed by Facebook for posts.
(4) Repositioning your timeline photos
If you can’t find an image that fits the dimensions specified by Facebook or you intend to use the same image across the three channels, you do not need to worry. To optimize the positioning of the image on your timeline, click on the light arrow appearing on the post’s upper side. Choose “Reposition Photo” to adjust the photo’s position using the resulting cursor. Click on the blue “Save” button.
Other recommended practices to craft the best posts on Facebook include:
- Highlighting horizontal photos
- Posting to your timeline before album
- Keeping link titles under 100 characters
- Keeping your post copy succinct
Best practices for LinkedIn
LinkedIn suggests that there are over 3 million companies including schools with LinkedIn Company Pages. They also indicate that 87% of users trust LinkedIn as a source of information that affects their decision-making. You can use some best practices to ensure that your content is among the trusted sources.
(5) Using shortened link in copy
You can use services such as HubSpot or Bit.ly to shorten your link and paste the URL into the body of your updates.
(6) Rallying around one post
Instead of updating your LinkedIn account several times in a day, try engaging your audience using one post. When you promote that one post, you increase the number of clicks, likes and comments.
(7) Sharing marketing offers
When compared to Facebook and Twitter, LinkedIn is more effective in lead generation. However, you should strike a balance between content and marketing offers.
(8) Engaging in groups
A favourite feature for LinkedIn users is the LinkedIn Groups. After having a page post for your school, spend the rest of your time allocated to LinkedIn engaging in group discussions. Try to be genuine and do not spam the group.
(9) Using the LinkedIn announcement feature
To boost your lead generation, a powerful tool to use is the LinkedIn announcements.
Twitter best practices
According to Twitter, a billion tweets are sent within one week. You must ensure that your tweet is noted amongst all that noise.
(10) Keep your tweets short
When you keep your tweets short, it becomes easier for users to retweet. Also, studies suggest that the tweet sweet spot is usually between 120 and 130 characters.
(11) Include twitter handles
When sharing an article, stat or quote from another school, include the school’s handle in the tweet. This will increase their chances of seeing the tweet and retweeting it to their audience. When your content is shared, there are high chances of increasing your following.
Other twitter best practices include:
- Understanding mentions VS replies
- Using hashtags judiciously
- Avoid forcing trending hashtags
- Incorporating visual content
- Uploading photos directly to Twitter
- Using links in the middle of your tweets
- Including links on the profile bios of your employees
- Using shortened links
- Optimising your posting schedules
Use these best practices as a guideline when posting to your social media accounts to guarantee audience participation and achieve your ultimate goal of dominating social media.
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