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

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 as a team.

#inbound2013
THINK OF YOUR
BIG 3 SOCIAL
NETWORKS THE
SAME WAY.

It’s not about ...
versus
versus

versus
versus
versus

versus
versus
versus
It’s about creating an
alliance between the
three greatest social
levers you can pull.

#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 for success, but
test each one to ﬁnd what works best with
your own audience.

Facebook provides six ways to launch
your updates.

Status

Link

Photo

Video

Event

Check-In

1,500
possible stories are filtered
through per day on an avg
Facebook user’s News Feed
Lars Backstrom, Facebook Engineering Manager
In fact,

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,

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: socialbakers

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

3 REMOVE LINKS FROM LINK COPY

Posts with 80+ words garner 2X as much
engagement.

Source: http://bitly.com/10RLYpm
4 INCREASE POST WORD COUNT
Source: TrackMaven

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

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

6 POST TO WALL BEFORE ALBUM

No post
engagement.

High post
engagement.
No post
engagement.

7 KEEP LINK TITLES <100 CHARACTERS

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

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

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 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
affects decision
making.
Three
In fact,

your content is among
the trusted sources?

11 KEEP LINK TITLES <70 CHARACTERS

12 KEEP LINK DESCRIPTIONS <250

Source: QuickSprout
13 SHARE LINKS FOR ENGAGEMENT

Source: QuickSprout
14 SHARE IMAGES FOR COMMENTS

Source: QuickSprout
15 POST VIDEOS FOR SHARES

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

LinkedIn is
277% more
effective for lead
gen than Facebook
& Twitter.
17 CONVERT FANS WITH OFFERS

Yellow bars
indicate leads
generated on day
of LinkedIn
announcement.
18 SEND LINKEDIN ANNOUNCEMENTS

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

Free LinkedIn Resource:
Want to master LinkedIn
beyond posts? Check out
the ultimate cheat sheet
with 35 top tips.

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 send a
billion tweets.
In fact,

your content is seen
among all that noise?

1
Source: Dan Zarrella
19 KEEP TWEETS SHORT [2 REASONS]

21

2
This RT
required the
removal of my
keyword
#INBOUND13
1

20 INCLUDE USER HANDLES FOR RTs

21 UNDERSTAND REPLY VS MENTION

Anyone who
follows both the
person being
tweeted at AND
the tweeter can
see a “reply”
tweet.
21 UNDERSTAND REPLY VS MENTION

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

17% of the top 1,000 search terms on
Twitter “churn over” on an hourly basis.
Source: Twitter
23DON’T FORCE TRENDING HASHTAGS

Tweets with
images result
in 55% increase
in leads.
24 INCORPORATE VISUAL CONTENT
Source: HubSpot

Instagram
photos don’t
appear on
Twitter.
25 DON’T AUTO-POST INSTAGRAM MEDIA

& the data
vouches against
direct Instagram
uploads.
Source: Simply Measured
25 DON’T AUTO-POST INSTAGRAM MEDIA

In-Twitter Stream Photo:
440 x 220px

26 UPLOAD PHOTOS IN PROPER SIZE

27 TAG USERS IN PHOTOS FOR MORE RTs

No RTs from
tagged users
to reach wider
audience.

No RTs from
tagged users
to reach wider
audience.
RTs from all
tagged (plus
others!)

28 PLACE LINKS IN MIDDLE OF TWEET

For
example ...
28 PLACE LINKS IN MIDDLE OF TWEET

Links can be
around 20
characters before
they get cropped
with an ellipses.
29 SHORTEN LINKS FOR CLEANER TWEETS

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

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 business
blogging? Click below to view.
THANK YOU.

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

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

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