Best Practices for Creating Engaging Social Media Content

1. CONTENT CREATION PRESENTED BY TIM BOSCH, DIRECTOR, STRATEGY AND PLANNING JAN 14, 2012 http://likeable.com http://FB.com/likeablemedia @likeablemedia

2. WHAT'S INSIDE Content Strategy Timing Consistency Engagement Questions? #likeable

3. CONTENT STRATEGY

4. QUALITY CONTENT Engaging content can serve your business in a variety of ways. It can: •Set you apart from your competition •Help establish you as a thought leader •Stay top of mind with consumers •Provide the leverage needed to keep your audience coming back time after time #likeable

5. TIMING

6. TIMING BEST PRACTICES WHEN you post is just as important was WHAT you post Your audience is not active all hours of the day You want your content to be seen by the maximum amount of people SOME #likeable SAMPLE FACT HASHTAG

7. TIMING BEST PRACTICES Do not overwhelm your audience with content Post once per day on Facebook, so you don’t take Newsfeed real estate away from users’ friends Test morning posts vs. afternoon posts vs. TIP: The best times to engage evening posts since every community is users on Facebook are usually different between 11 am – 5 pm SOME #likeable SAMPLE FACT HASHTAG

8. TWITTER TIMING Tweet no more than once an hour It is safe to tweet throughout the day without the risk of overwhelming your audience SOME #likeable SAMPLE FACT HASHTAG

9. CONSISTENCY

10. CONSISTENCY Plan your content in advance (weekly, bi-weekly, or monthly) However, be flexible and adaptable to quickly add in time-sensitive or newsworthy content #likeable

11. ENGAGEMENT

12. ENGAGEMENT Content drives fan engagement, page growth, and traffic •Every comment or like are broadcast to users’ friends of friends •The same occurs with Twitter content that is enthusiastically retweeted SOME #likeable SAMPLE FACT HASHTAG

13. ENGAGEMENT Excellent content is: •Relevant to your brand and community’s interests •Fresh and proactive •Expressed in different forms (but mostly visual) •Available consistently for your community SOME #likeable SAMPLE FACT HASHTAG

14. FACEBOOK CONTENT Facebook content has 4 major categories of content: •Photos •Videos •Statuses •Links •Polls* *Note: Poll questions are going away sometime in 2013 SOME #likeable SAMPLE FACT HASHTAG

15. CONTENT BEST PRACTICES Practice Brevity •Studies show that lengthy Facebook content goes unread and discourages action on the part of the user •Brief, easily digestible posts make it easier for users to consume and interact SOME #likeable SAMPLE FACT HASHTAG

16. CONTENT BEST PRACTICES Be topical •Timely posts increase fan excitement, generate spikes in engagement and allow for further reach •Keep an eye out for relevant current events and don’t forget to post about holidays if they’re consistent with your brand voice SOME #likeable SAMPLE FACT HASHTAG

17. CONTENT BEST PRACTICES Don’t play hard to get •Don’t be coy with your call to action •Be clear and blatantly tell your fans to “like,” comment, or share your post •These actions generate reach, since they’ll end up in their friends’ news feeds SOME #likeable SAMPLE FACT HASHTAG

18. ENGAGEMENT BEST PRACTICES Engage the engagement •Fans love to know their favorite brands are listening, and many social media managers often overlook this •Answer questions asked in the comments section or simply say “Thanks!” Be sure to tag the fan in your response so the fan is notified of the special attention •The fan will often “like” your comment, this continuing and further boosting your visibility SOME #likeable SAMPLE FACT HASHTAG

19. IMAGE BEST PRACTICES Facebook Photos •Non-Stock Photos •High-Contrast/High Saturation •Optimized for Facebook Dimensions (403 x 403; 841 x 403) SOME #likeable SAMPLE FACT HASHTAG

20. VIDEO BEST PRACTICES Facebook Videos •Use Facebook’s “Highlight” feature to enhance viewing experience •Only post videos that are short (optimally under 90 seconds) SOME #likeable SAMPLE FACT HASHTAG

21. TWITTER BEST PRACTICES Zero in on trending topics relevant to Don’t batch your tweets– a steady your market cadence is best Create attention grabbing headlines Sweet spot is around 4 tweets per day Don’t over-use hashtags and keep Periodically revise and repost good them at the end of your tweet tweets. 99% of your followers will miss your tweet the first time around Retweet positive brand mentions posted by your followers Tweets with under 100 characters had 17% higher engagement Ask for the Retweet! #likeable

22. BEFORE YOU PUBLISH ANY CONTENT… Double check for typos, errors or any changes since initial approval of content Be 100% sure you are logged into the correct account Test any that links in your post are working SOME #likeable SAMPLE FACT HASHTAG

23. THANK YOU! Questions? Feedback? TIM BOSCH, DIRECTOR, STRATEGY AND PLANNING http://likeable.com http://FB.com/likeablemedia @likeablemedia

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