HOW TO CRAFT:
THE PERFECT POSTS
FOR ‘THE BIG 3’
SOCIAL NETWORKS
marketer, @sidekick by @hubspot
co-author, twitter for @dummies
#cookiecakelover
@anum
ANUM
HUSSAIN
BY
The Big 3
of WWII understood that world
domination would only be possible
by putting aside their differences,
and working ...
#inbound2013
THINK OF YOUR
BIG 3 SOCIAL
NETWORKS THE
SAME WAY.
It’s not about ...
versus
It’s not about ...
versus
versus
It’s not about ...
versus
versus
versus
It’s not about ...
versus
versus
versus
It’s about creating an
alliance between the
three greatest social
levers you can p...
#inbound2013
Now, this doesn’t mean you just
copy-and-paste the same content
across different channels.
It means you play to the
strengths of each network.
Introducing 29 tips to craft the
perfect posts for Facebook,
LinkedIn, and Twitter.
NOTE:
The following 29 tips are collected from
various studies on social media effectiveness.
Use them as starting points f...
FACEBOOK
Facebook provides six ways to launch
your updates.


 

 Status 
 




Link 
 


Photo




 

 Video 



 Event 



Check-...
1,500
possible stories are filtered
through per day on an avg
Facebook user’s News Feed
Lars Backstrom, Facebook Engineeri...
1,500
possible stories are filtered
through per day on an avg
Facebook user’s News Feed
Only 20% of
them actually
make a u...
So how do you ensure
your content is
included in that 20%?
@anum :: anumhussain.com
Images on
Facebook
constituted 93% 
of the most 
engaging posts.
1 ENGAGE FANS WITH PHOTOS
Source...
@anum :: anumhussain.com
Recommended 
Upload Size:
1200 x 1200 px

(actually publishes as 504 px
width, but this ensures q...
@anum :: anumhussain.com
3 REMOVE LINKS FROM LINK COPY
@anum :: anumhussain.com
Posts with 80+ words garner 2X as much
engagement.

Source: http://bitly.com/10RLYpm 
4 INCREASE ...
@anum :: anumhussain.com
Posts with 80+ words garner 2X as much
engagement.

Source: http://bitly.com/10RLYpm 
4 INCREASE ...
@anum :: anumhussain.com
Posts with
hashtags see 60%
more interactions
on average.
# !
Posts with
exclamation points
see 2...
@anum :: anumhussain.com
6 POST TO WALL BEFORE ALBUM
@anum :: anumhussain.com
No post
engagement.
6 POST TO WALL BEFORE ALBUM
@anum :: anumhussain.com
No post
engagement.
6 POST TO WALL BEFORE ALBUM
@anum :: anumhussain.com
High post
engagement.
No post
engagement.
6 POST TO WALL BEFORE ALBUM
@anum :: anumhussain.com
7 KEEP LINK TITLES <100 CHARACTERS
@anum :: anumhussain.com
Posts published after hours (5pm – 1am EST)
see 11% more interactions than those
published during...
@anum :: anumhussain.com
Less than 18% of posts are published on
weekends, but posts published on
Sundays get 25% more Lik...
@anum :: anumhussain.com
Source: AMEX OPEN Forum
10 EXPERIMENT WITH EMOTICONS
Free Facebook Resource:
Haven’t built your own
Facebook Business Page
yet? Check out my
SlideShare on how.
LINKEDIN
LinkedIn provides fours ways to launch
your updates.


 

 Status 
 




Link 
 


Photo




 

 Video Link
Threemillion companies have
LinkedIn Company Pages
Source: LinkedIn
In fact,
million companies have
LinkedIn Company Pages
Source: LinkedIn
87% of users trust
LinkedIn as a
source of info that
affect...
So how do you ensure
your content is among
the trusted sources?
@anum :: anumhussain.com
11 KEEP LINK TITLES <70 CHARACTERS
@anum :: anumhussain.com
12 KEEP LINK DESCRIPTIONS <250
@anum :: anumhussain.com
Source: QuickSprout
13 SHARE LINKS FOR ENGAGEMENT
@anum :: anumhussain.com
Source: QuickSprout
14 SHARE IMAGES FOR COMMENTS
@anum :: anumhussain.com
Source: QuickSprout
15 POST VIDEOS FOR SHARES
@anum :: anumhussain.com
Publishing 20 posts per month allows you to reach 60
percent of your audience.

Source: http://li...
@anum :: anumhussain.com
LinkedIn is 
277% more
effective for lead
gen than Facebook
& Twitter.
17 CONVERT FANS WITH OFFERS
@anum :: anumhussain.com
Yellow bars
indicate leads
generated on day
of LinkedIn
announcement.
18 SEND LINKEDIN ANNOUNCEME...
@anum :: anumhussain.com
Yellow bars
indicate leads
generated on day
of LinkedIn
announcement.
Two ways to accomplish this...
Free LinkedIn Resource:
Want to master LinkedIn
beyond posts? Check out
the ultimate cheat sheet
with 35 top tips.
TWITTER
Twitter provides four ways to launch
your updates.


 

 Status 
 




Link 
 


Photos




 

 Videos
3y, 2m, 1d
is the time it took from the first
tweet to the billionth tweet.
Source: Twitter
In fact,
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 se...
So how do you ensure
your content is seen
among all that noise?
@anum :: anumhussain.com
1
Source: Dan Zarrella
19 KEEP TWEETS SHORT [2 REASONS]
@anum :: anumhussain.com
21
Source: Dan Zarrella
19 KEEP TWEETS SHORT [2 REASONS]
@anum :: anumhussain.com
2
This RT
required the
removal of my
keyword
#INBOUND13
1
Source: Dan Zarrella
19 KEEP TWEETS SHO...
@anum :: anumhussain.com
20 INCLUDE USER HANDLES FOR RTs
@anum :: anumhussain.com
21 UNDERSTAND REPLY VS MENTION
@anum :: anumhussain.com
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.
21 U...
@anum :: anumhussain.com
Including more than two in a
Tweet is probably overkill, and
you only need to tag the most
import...
@anum :: anumhussain.com
17% of the top 1,000 search terms on
Twitter “churn over” on an hourly basis.
Source: Twitter
23D...
@anum :: anumhussain.com
Tweets with
images result 
in 55% increase
in leads.
24 INCORPORATE VISUAL CONTENT
Source: HubSpot
@anum :: anumhussain.com
Instagram
photos don’t
appear on
Twitter.
25 DON’T AUTO-POST INSTAGRAM MEDIA
@anum :: anumhussain.com
& the data
vouches against
direct Instagram
uploads.
Source: Simply Measured
25 DON’T AUTO-POST I...
@anum :: anumhussain.com
In-Twitter Stream Photo: 
440 x 220px

26 UPLOAD PHOTOS IN PROPER SIZE
27 TAG USERS IN PHOTOS FOR MORE RTs
27 TAG USERS IN PHOTOS FOR MORE RTs
No RTs from
tagged users
to reach wider
audience.
27 TAG USERS IN PHOTOS FOR MORE RTs
No RTs from
tagged users
to reach wider
audience.
RTs from all
tagged (plus
others!)
@anum :: anumhussain.com
Source: Dan Zarrella
28 PLACE LINKS IN MIDDLE OF TWEET
@anum :: anumhussain.com
For
example ...
Source: Dan Zarrella
28 PLACE LINKS IN MIDDLE OF TWEET
@anum :: anumhussain.com
Links can be
around 20
characters before
they get cropped
with an ellipses.
29 SHORTEN LINKS FOR ...
@anum :: anumhussain.com
The most popular time to tweet is between noon and
1 p.m. local time

The early morning hours is ...
Free Twitter Resource:
Want to master Twitter
personally and for
business? Get the full-
blown guide to Twitter.
If you enjoyed this social media presentation
from INBOUND 2013, perhaps you’ll enjoy my
INBOUND 2014 presentation on busi...
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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 conference.

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

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