Craft the Perfect Posts for the "Big 3" Social Networks

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Craft the Perfect Posts for the "Big 3" Social Networks

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Learn how to dominate social media marketing with optimized posts for Facebook, LinkedIn, and Twitter. You can find it all here from @anum, adapted from her presentation at HubSpot's #INBOUND13......

Learn how to dominate social media marketing with optimized posts for Facebook, LinkedIn, and Twitter. You can find it all here from @anum, adapted from her presentation at HubSpot's #INBOUND13 conference.

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  • 1. HOW TO CRAFT: THE PERFECT POSTS FOR ‘THE BIG 3’ SOCIAL NETWORKS
  • 2. BY ANUM HUSSAIN @anum marketer, @sidekick by @hubspot co-author, twitter for @dummies #cookiecakelover
  • 3. The Big 3 of WWII understood that world domination would only be possible by putting aside their differences, and working as a team.
  • 4. #inbound2013 THINK OF YOUR BIG 3 SOCIAL NETWORKS THE SAME WAY.
  • 5. It’s not about ... versus
  • 6. It’s not about ... versus versus
  • 7. It’s not about ... versus versus versus
  • 8. It’s not about ... versus versus versus It’s about creating an alliance between the three greatest social levers you can pull.
  • 9. Now, this doesn’t mean you just copy-and-paste the same content #inbound2013 across different channels.
  • 10. It means you play to the strengths of each network.
  • 11. Introducing 29 tips to craft the perfect posts for Facebook, LinkedIn, and Twitter.
  • 12. NOTE: The following 29 tips are collected from various studies on social media effectiveness. Use them as starting points for success, but test each one to find what works best with your own audience.
  • 13. FACEBOOK
  • 14. Facebook provides six ways to launch your updates. Status Link Photo Video Event Check-In
  • 15. In fact, 1,500 possible stories are filtered through per day on an avg Facebook user’s News Feed Lars Backstrom, Facebook Engineering Manager
  • 16. Only 20% of them actually make a user In fact, 1,500 possible stories are filtered through per day on an avg Facebook user’s News Feed feed. Lars Backstrom, Facebook Engineering Manager
  • 17. So how do you ensure your content is included in that 20%?
  • 18. 1 ENGAGE FANS WITH PHOTOS @anum :: anumhussain.com Images on Facebook constituted 93% of the most engaging posts. Source: socialbakers
  • 19. 2 UPLOAD QUALITY VISUALS @anum :: anumhussain.com Recommended Upload Size: 1200 x 1200 px (actually publishes as 504 px width, but this ensures quality). Shared Link Preview: 1200 x 628px (actually publishes as 484 x 252 px) Shared Video Preview: 504 x 283 px
  • 20. 3 REMOVE LINKS FROM LINK COPY @anum :: anumhussain.com
  • 21. 4 INCREASE POST WORD COUNT Posts with 80+ words garner 2X as much engagement. Source: http://bitly.com/10RLYpm @anum :: anumhussain.com Source: TrackMaven
  • 22. 4 INCREASE POST WORD COUNT Posts with 80+ words garner 2X as much engagement. Source: http://bitly.com/10RLYpm @anum :: anumhussain.com 2 years ago, the magic formula was <80 characters. Look how much has changed! Source: TrackMaven
  • 23. 5 TRY DIFFERENT PUNCATION # ! @anum :: anumhussain.com Posts with hashtags see 60% more interactions on average. Posts with exclamation points see 2.7% more interactions on average. ? Posts that ask questions garner 23% more engagement on average. Source: TrackMaven
  • 24. 6 POST TO WALL BEFORE ALBUM @anum :: anumhussain.com
  • 25. 6 POST TO WALL BEFORE ALBUM No post engagement. @anum :: anumhussain.com
  • 26. 6 POST TO WALL BEFORE ALBUM No post engagement. @anum :: anumhussain.com
  • 27. 6 POST TO WALL BEFORE ALBUM @anum :: anumhussain.com High post No post engagement. engagement.
  • 28. 7 KEEP LINK TITLES <100 CHARACTERS @anum :: anumhussain.com
  • 29. 8 PUBLISH AFTER WORK HOURS Posts published after hours (5pm – 1am EST) see 11% more interactions than those published during the work day (8am – 5pm), and 29% more than those published before work (1am – 8 am). @anum :: anumhussain.com Source: TrackMaven
  • 30. Less than 18% of posts are published on weekends, but posts published on Sundays get 25% more Likes, Shares, and Comments than Wednesday posts. @anum :: anumhussain.com Sunday 9 PUBLISH ON WEEKENDS Source: TrackMaven
  • 31. 10 EXPERIMENT WITH EMOTICONS @anum :: anumhussain.com Source: AMEX OPEN Forum
  • 32. Free Facebook Resource: Haven’t built your own Facebook Business Page yet? Check out my SlideShare on how.
  • 33. LINKEDIN
  • 34. LinkedIn provides fours ways to launch your updates. Status Link Photo Video Link
  • 35. In fact, Three million companies have LinkedIn Company Pages Source: LinkedIn
  • 36. In fact, million companies have LinkedIn Company Pages Source: LinkedIn 87% of users trust LinkedIn as a source of info that af fects decision making. Three
  • 37. So how do you ensure your content is among the trusted sources?
  • 38. 11 KEEP LINK TITLES <70 CHARACTERS @anum :: anumhussain.com
  • 39. 12 KEEP LINK DESCRIPTIONS <250 @anum :: anumhussain.com
  • 40. 13 SHARE LINKS FOR ENGAGEMENT @anum :: anumhussain.com Source: QuickSprout
  • 41. 14 SHARE IMAGES FOR COMMENTS @anum :: anumhussain.com Source: QuickSprout
  • 42. 15 POST VIDEOS FOR SHARES @anum :: anumhussain.com Source: QuickSprout
  • 43. 16 PUBLISH ONCE A WEEK DAY Publishing 20 posts per month allows you to reach 60 percent of your audience. Source: http://linkd.in/1xZZ7GX @anum :: anumhussain.com
  • 44. 17 CONVERT FANS WITH OFFERS @anum :: anumhussain.com LinkedIn is 277% more effective for lead gen than Facebook & Twitter.
  • 45. 18 SEND LINKEDIN ANNOUNCEMENTS @anum :: anumhussain.com Yellow bars indicate leads generated on day of LinkedIn announcement.
  • 46. 18 SEND LINKEDIN ANNOUNCEMENTS Two ways to accomplish this: 1 Start your own LinkedIn Group. @anum :: anumhussain.com Yellow bars indicate leads generated on day of LinkedIn announcement. 2 Engage in relevant Groups and barter for one of their announcements.
  • 47. Free LinkedIn Resource: Want to master LinkedIn beyond posts? Check out the ultimate cheat sheet with 35 top tips.
  • 48. TWITTER
  • 49. Twitter provides four ways to launch your updates. Status Link Photos Videos
  • 50. In fact, 3y, 2m, 1d is the time it took from the first tweet to the billionth tweet. Source: Twitter
  • 51. 3y, 2m, 1d is the time it took from the first tweet to the billionth tweet. Source: Twitter It now only takes 1 week to send a billion tweets. In fact,
  • 52. So how do you ensure your content is seen among all that noise?
  • 53. 19 KEEP TWEETS SHORT [2 REASONS] 1 @anum :: anumhussain.com Source: Dan Zarrella
  • 54. 19 KEEP TWEETS SHORT [2 REASONS] 1 2 @anum :: anumhussain.com Source: Dan Zarrella
  • 55. 19 KEEP TWEETS SHORT [2 REASONS] @anum :: anumhussain.com 2 This RT required the removal of my keyword #INBOUND13 1 Source: Dan Zarrella
  • 56. 20 INCLUDE USER HANDLES FOR RTs @anum :: anumhussain.com
  • 57. 21 UNDERSTAND REPLY VS MENTION @anum :: anumhussain.com
  • 58. 21 UNDERSTAND REPLY VS MENTION @anum :: anumhussain.com
  • 59. 21 UNDERSTAND REPLY VS MENTION @anum :: anumhussain.com Anyone who follows both the person being tweeted at AND the tweeter can see a “reply” tweet.
  • 60. 22 USE HASHTAGS JUDICIOUSLY Including more than two in a Tweet is probably overkill, and you only need to tag the most important word that represents the theme of your Tweet. @anum :: anumhussain.com Source: Twitter and Salesforce Tweets with 1-2 hashtags receive 21% higher engagement than those with 3+ hashtags.
  • 61. 23 DON’T FORCE TRENDING HASHTAGS 17% of the top 1,000 search terms on Twitter “churn over” on an hourly basis. @anum :: anumhussain.com Source: Twitter
  • 62. 24 INCORPORATE VISUAL CONTENT Tweets with images result in 55% increase @anum :: anumhussain.com in leads. Source: HubSpot
  • 63. 25 DON’T AUTO-POST INSTAGRAM MEDIA @anum :: anumhussain.com Instagram photos don’t appear on Twitter.
  • 64. 25 DON’T AUTO-POST INSTAGRAM MEDIA @anum :: anumhussain.com & the data vouches against direct Instagram uploads. Source: Simply Measured
  • 65. 26 UPLOAD PHOTOS IN PROPER SIZE In-Twitter Stream Photo: 440 x 220px @anum :: anumhussain.com
  • 66. 27 TAG USERS IN PHOTOS FOR MORE RTs
  • 67. 27 TAG USERS IN PHOTOS FOR MORE RTs No RTs from tagged users to reach wider audience.
  • 68. 27 TAG USERS IN PHOTOS FOR MORE RTs No RTs from tagged users to reach wider audience. RTs from all tagged (plus others!)
  • 69. 28 PLACE LINKS IN MIDDLE OF TWEET @anum :: anumhussain.com Source: Dan Zarrella
  • 70. 28 PLACE LINKS IN MIDDLE OF TWEET @anum :: anumhussain.com For example ... Source: Dan Zarrella
  • 71. 29 SHORTEN LINKS FOR CLEANER TWEETS @anum :: anumhussain.com Links can be around 20 characters before they get cropped with an ellipses.
  • 72. 30 OPTIMIZE PUBLISHING CALENDAR Highest number of clicks appear between 1PM and 3PM from Monday to Thursday. The best time to get retweets is from 4PM to 5PM on Fridays. @anum :: anumhussain.com * LINKS ARE ABOUT 20 CHARACTERS Source: Dan Zarrella
  • 73. Free Twitter Resource: Want to master Twitter personally and for business? Get the full-blown guide to Twitter.
  • 74. THANK YOU. If you enjoyed this social media presentation from INBOUND 2013, perhaps you’ll enjoy my INBOUND 2014 presentation on business blogging? Click below to view.