This document provides tips and strategies for optimizing social media content. It discusses the importance of content in driving social media and defines different types of content like original and curated. Visual content like pictures and video are emphasized as most effective. Tips are provided for using headlines, hashtags, community engagement, and monitoring performance. The key aspects covered include using a variety of high-quality visuals, engaging hashtags, optimizing for mobile, analyzing posting times, and learning from successful accounts. The overall message is that optimized, visually-appealing content across different social media platforms can help raise brand awareness and drive engagement.

1. SOCIAL MEDIA CONTENT
OPTIMIZATION

2. 2
Module M6 Building social media promotional strategies
Competence
unit
U6.1 Boosting digital
awareness
Learning
outcome
List the target audience
of my digital business
Type of
resource
PowerPoint Presentation
(PPT)
Type of
learning
Face-to-face
Resource title
Social media content
optimization
Learning
hours
0,5h
Contents
The importance of content (drives social media)
Defining various types of contents, specifics and tips
Analysing the importance and tips for headlines, hashtags, posting
timing
Monitoring and search for inspiration

3. Content drives social media
“Content is king”
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Source: www.pixabay.com

4. 44% of content promoted by
companies are also their
poorest-performing posts
STOP Damaging Your Brand
Source: Marketers: Stop Promoting Underperforming Content and Damaging Your Brand.
Socialbakers.com
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5. TYPES OF CONTENT
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Original content
Specifically made for social media, and is
usually part of a campaign.
Curated content
Shared from various sources around the
web, but valuable and relevant to your
audience.
Source: Social Media Optimization: 6 Tips to Steal from SEOs. Sproutsocial
Ideally, your strategy should have a mix of both.

6. VISUAL CONTENT
Pictures - of the most important tactic
for optimizing content:
▪ Capture attention
▪ Strengthen the end-value
▪ Ensure higher trust in brand
Video - captivating, flexible, and
relevant to every platform.
Social video generates 1200% more
shares than text and images together.
Source: Video Marketing Statistics You Should Know
for 2019. ResponsiveInboundMarketing
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Source: www.unsplash.com
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7. The number of daily active
Instagram Stories users, has
increased from 150 million in
January 2017 to 500 million in
January 2019.
Source: Statista, 2019.
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8. VISUAL CONTENT: TIPS
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Pictures: make sure:
 Images are in high quality
 Images are sized correctly for each social media site
 Include a featured image in all of your own blog posts
Video:
 Respective quality and format
 More preferred with a humour, story, and emotion
 Consistency in uploading

9. HEADLINES
Followers don’t want to see the same post
from you several times in a row.
Tips:
 Use variety of headlines;
 Use different headlines for different
social media channels;
 Familiarize with the character length
limits for all the major social networks:
https://sproutsocial.com/insights/soci
al-media-character-counter/
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Source: www.pexels.com
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10. HASHTAGS
▪ Categorize your social media posts
based on topic, purpose, or marketing
campaign.
▪ Enables you to create branded hashtag
to help you monitor your visibility on
social media. This way you’ll be able to
see how many people are posting with
your hashtag.
▪ Raise awareness of your business and
get more customers!
Source: A Complete Guide to Using Social Media
Hashtags for Business. LYFEMARKETING
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Source: www.unsplash.com
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11. HASHTAGS: TIPS
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Create Your Hashtag:
 Short and clear
 Use capital letters at the front of each word
Don’t overdose hashtags: hashtag only the significant words
Combine content hashtags with trending/popular hashtags.
Don’t overuse hashtags in every post
Use New Social Media Hashtags. Buzzsumo you’ll see the top writers
and the top content in your niche

12. COMMUNITY ENGAGEMENT
▪ Opens a mutual dialogue and
creates relationships
▪ Shows that you really care
▪ Boost more active
customers participation:
comments, likes, and shares
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Source: www.unsplash.com
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13. COMMUNITY ENGAGEMENT: TIPS
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▪ Post recent trends and news, representing your industry field
▪ Publish reviews from other consumers
▪ Share user-generated content
▪ Post emotionally charged content
▪ Invite for actions to your posts

14. MOBILE FRIENDLY CONTENT
91% of all social media users
access social channels via
mobile devices.
~ 80% of total time spent on
social media sites occurs on
mobile platforms.
Source: Lyfemarketing, 2018.
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Source: www.unsplash.com
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15. POSTING TIMING
Analyse:
 Your audience behaviour
 Social media channel
 Choosing the right frequency
Tips:
 Analyse and adopt information:
https://www.lilachbullock.com/social-
media-calendar/
 Stay organized!
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Source: www.unsplash.com
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16. MONITOR
Analyse:
 Your social media statistics: specific
channel and individual campaigns
Pay attention to specific social media
metrics:
 Number of likes
 Number of shares and retweets
 Number of comments and replies
 Economic Value
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Source: www.unsplash.com
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17. FIND INSPIRATION
Follow successful and award-
winning accounts and
campaigns
What can you learn
from them?
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Source: www.unsplash.com
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18. 73% of marketers believe
that their efforts through
social media marketing have
been “somewhat effective”
or “very effective” for their
business.
Source: Buffer, 2019
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19. LET’S REVIEW SOME CONCEPTS
Curated content
Visual content
Branded hashtag
Mobile friendly content
Raise awareness Community engagement
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20. This project has been funded with support from the European Commission.
This publication reflec ts the vi ews onl y of the aut hor , and the Commission cannot
be held responsible for any use which may be made of the information contained therein.
Project Number: 2018-1-UK01-KA202-047909
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