This document provides best practices for social media marketing on key platforms like Facebook, Instagram, Twitter, and Snapchat. It discusses building an audience, defining objectives and goals, and how to track ROI. For each platform, it outlines the overall audience, how to set up your profile, build followers, engage users, when to post, and targeting abilities for ads. The document is intended as a guide for businesses to effectively utilize major social networks in their marketing.

1. Social​ ​Media​ ​Best​ ​Practices
Facebook,​ ​Instagram,​ ​Twitter,​ ​Snapchat
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​1

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Contents
SOCIAL​ ​MEDIA​ ​GENERAL 8
Social​ ​Media​ ​Channels 8
Brand​ ​Voice​ ​&​ ​Community​ ​Guidelines 9
BUILDING​ ​AN​ ​AUDIENCE 10
Mobile 10
DEFINING​ ​OBJECTIVES,​ ​GOALS,​ ​&​ ​TRACKING​ ​ROI 11
Business​ ​Goals 11
Benchmarks 11
Tracking​ ​&​ ​ROI 11
FACEBOOK 12
Overall​ ​Audience 13
Profile 13
Building​ ​an​ ​Audience 14
Products​ ​&​ ​Features 14
Engagement​ ​/​ ​What​ ​to​ ​Post 15
When​ ​to​ ​Post 16
Targeting​ ​Ability​ ​-​ ​Ads 17
INSTAGRAM 19
Overall​ ​Audience 19
Profile 19
Building​ ​an​ ​Audience 19
Products​ ​&​ ​Features 20
Engagement​ ​/​ ​What​ ​to​ ​Post 20
When​ ​to​ ​Post 21
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​2

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Targeting​ ​Ability​ ​–​ ​Ads 21
TWITTER 23
Overall​ ​Audience 23
Profile 23
Building​ ​an​ ​Audience 24
Products​ ​&​ ​Features 24
Engagement​ ​/​ ​What​ ​to​ ​Post 25
When​ ​to​ ​Post 26
​ ​​ ​​ ​​ ​​ ​​ ​​Targeting​ ​Ability​ ​–​ ​Ads 26
SNAPCHAT 27
Overall​ ​Audience 27
Profile 28
Building​ ​an​ ​Audience 29
Products​ ​&​ ​Features 29
Engagement​ ​/​ ​What​ ​to​ ​Post 30
When​ ​to​ ​Post 31
Targeting​ ​Ability​ ​–​ ​Ads 32
RESOURCES 34
Facebook 35
Instagram 35
Twitter 35
Snapchat 36
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SOCIAL​ ​MEDIA​ ​GENERAL
Social​ ​Media​ ​Channels
Roughly​ ​one​ ​third​ ​of​ ​consumers​ ​say​ ​social​ ​media​ ​influences​ ​their​ ​purchasing​ ​decision​ ​with
nearly​ ​a​ ​quarter​ ​of​ ​respondents​ ​having​ ​made​ ​a​ ​purchase​ ​through​ ​social​ ​media​ ​sites.​ ​(UPS
2016,​ ​Pulse​ ​of​ ​the​ ​Online​ ​Shopper)​ ​Facebook​ ​remains​ ​the​ ​most​ ​popular​ ​and​ ​furthest​ ​reaching
of​ ​today’s​ ​major​ ​social​ ​digital​ ​media​ ​channels.
(eMarketer​ ​June​ ​23,​ ​2016)
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​4

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Brand​ ​Voice​ ​&​ ​Community​ ​Guidelines
Brand​ ​Voice
When​ ​posting,​ ​use​ ​the​ ​personality​ ​of​ ​the​ ​brand.​ ​Pinning​ ​down​ ​your​ ​values​ ​acts​ ​as​ ​a​ ​kind​ ​of
background​ ​work​ ​–​ ​before​ ​you​ ​can​ ​think​ ​about​ ​how​ ​you​ ​write,​ ​you​ ​must​ ​decide​ ​on​ ​what​ ​you
write.​ ​What​ ​is​ ​it​ ​you​ ​want​ ​to​ ​tell​ ​the​ ​world?​ ​It​ ​is​ ​only​ ​once​ ​you​ ​define​ ​the​ ​core​ ​purpose​ ​of​ ​your
communication​ ​that​ ​you​ ​can​ ​start​ ​to​ ​build​ ​your​ ​tone​ ​of​ ​voice.​ ​(​Distilled.net​)
Community​ ​Guidelines
Community​ ​Guidelines​ ​help​ ​marketing​ ​team​ ​members​ ​understand​ ​what​ ​should​ ​and​ ​should​ ​not
be​ ​shared​ ​on​ ​social​ ​media.​ ​These​ ​guidelines​ ​are​ ​unique​ ​for​ ​every​ ​business​ ​and​ ​are​ ​a​ ​great
reference​ ​for​ ​when​ ​questions​ ​come​ ​up​ ​and​ ​to​ ​keep​ ​focus​ ​on​ ​the​ ​organization’s​ ​goals,​ ​culture,
and​ ​risk​ ​tolerance.
(​http://davefleet.com/blog/2010/07/26/57-social-media-policy-examples-resources/​)
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BUILDING​ ​AN​ ​AUDIENCE
Audiences​ ​aren’t​ ​formed​ ​overnight…it’s​ ​a​ ​long​ ​term​ ​investment.​ ​Since​ ​social​ ​community
interaction​ ​is​ ​different​ ​for​ ​all​ ​platforms​ ​and​ ​growing​ ​audiences​ ​takes​ ​a​ ​different​ ​approach​ ​for
each.​ ​Also​ ​pay​ ​close​ ​attention​ ​to​ ​the​ ​audiences​ ​on​ ​each​ ​platform.​ ​As​ ​your​ ​audience​ ​grows,​ ​you
may​ ​learn​ ​your​ ​target​ ​audience​ ​isn’t​ ​exactly​ ​what​ ​you​ ​thought.​ ​What​ ​works​ ​on​ ​one​ ​channel
may​ ​not​ ​work​ ​on​ ​another.​ ​​Expect​ ​to​ ​spend​ ​some​ ​time​ ​each​ ​day​ ​hanging​ ​out​ ​and​ ​exploring
the​ ​channels​ ​so​ ​you​ ​can​ ​engage​ ​(like,​ ​comment,​ ​and​ ​follow)​ ​to​ ​be​ ​included​ ​as​ ​part​ ​of​ ​the
conversation.
Many​ ​of​ ​the​ ​social​ ​platforms​ ​have​ ​“explore”​ ​algorithms​ ​where​ ​they​ ​make​ ​recommendations​ ​to
users​ ​of​ ​content​ ​they​ ​feel​ ​might​ ​be​ ​relevant​ ​to​ ​them,​ ​so​ ​post​ ​high-quality​ ​content​ ​to​ ​get​ ​that
extra​ ​mileage.​ ​Also​ ​note,​ ​visuals​ ​and​ ​original​ ​content​ ​get​ ​shared​ ​the​ ​most.
(​SEMRush​)
Mobile
Be​ ​sure​ ​you​ ​optimize​ ​your​ ​business​ ​social​ ​page
profiles​ ​for​ ​mobile.​ ​(Test​ ​the​ ​pages​ ​from​ ​a​ ​mobile
device​ ​for​ ​readability​ ​and​ ​also​ ​the​ ​user​ ​experience
of​ ​your​ ​website​ ​from​ ​mobile.)​ ​For​ ​example,​ ​if
putting​ ​text​ ​on​ ​a​ ​background​ ​image,​ ​be​ ​sure​ ​it​ ​fits
nicely​ ​on​ ​a​ ​mobile​ ​screen.
​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​​ ​2016​ ​UPS,​ ​Pulse​ ​of​ ​the​ ​Online​ ​Shopper
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​6

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DEFINING​ ​OBJECTIVES,​ ​GOALS,​ ​&
TRACKING​ ​ROI
Business​ ​Goals
In​ ​order​ ​to​ ​have​ ​effective​ ​tracking​ ​mechanisms​ ​in​ ​place,​ ​business​ ​goals​ ​must​ ​be​ ​clearly
understood.​​ ​Within​ ​the​ ​business​ ​goals,​ ​there​ ​are​ ​probably​ ​key​ ​performance​ ​indicators​ ​(KPI’s)​ ​in
place.​ ​It​ ​might​ ​be​ ​sales​ ​revenue,​ ​growth​ ​of​ ​a​ ​specific​ ​product,​ ​or​ ​increased​ ​brand​ ​awareness
(which​ ​is​ ​more​ ​difficult​ ​to​ ​measure,​ ​but​ ​an​ ​important​ ​aspect​ ​of​ ​marketing​ ​strategy).​ ​These​ ​goals
need​ ​to​ ​be​ ​shared​ ​with​ ​the​ ​social​ ​marketing​ ​team​ ​so​ ​everyone​ ​is​ ​working​ ​toward​ ​the​ ​same​ ​goal
(and​ ​know​ ​what​ ​they​ ​are​ ​being​ ​measured​ ​on).
Benchmarks
If​ ​you​ ​don’t​ ​have​ ​benchmarks​ ​in​ ​mind​ ​for​ ​reaching​ ​the​ ​business​ ​goal​ ​KPI’s,​ ​create​ ​them​ ​from
scratch.​ ​There​ ​needs​ ​to​ ​be​ ​a​ ​starting​ ​point​ ​to​ ​work​ ​toward.
Tracking​ ​&​ ​ROI
For​ ​goals​ ​involving​ ​online​ ​product​ ​sales,​ ​Google​ ​Analytics​ ​and​ ​ecommerce​ ​settings​ ​must​ ​be​ ​set
up​ ​in​ ​advance​ ​so​ ​the​ ​marketing​ ​team​ ​can​ ​see​ ​conversions/sales.​ ​Campaigns​ ​can​ ​be​ ​tagged​ ​in
various​ ​ways​ ​(by​ ​creative,​ ​promotion,​ ​etc.)​ ​for​ ​clear​ ​performance​ ​metrics.​ ​The​ ​campaigns​ ​set​ ​up
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in​ ​the​ ​social​ ​platforms​ ​would​ ​be​ ​cost-per-click​ ​(vs​ ​cost-per-impression)​ ​and​ ​optimized​ ​toward
conversions​ ​(tracked​ ​through​ ​Google​ ​Analytics).
Facebook​ ​Metrics:
Impressions,​ ​clicks​ ​views,​ ​cost-per-click,​ ​cost-per-thousand​ ​impression,​ ​paid​ ​reach,​ ​organic
reach.
Instagram​ ​Metrics:
Impressions,​ ​reach,​ ​web​ ​clicks,​ ​follower​ ​activity.
Twitter​ ​Metrics:
Twitter​ ​Analytics​ ​–​ ​Built​ ​into​ ​your​ ​Twitter​ ​page,​ ​you​ ​can​ ​view​ ​a​ ​summary​ ​of​ ​the​ ​performance​ ​of
tweets​ ​(impressions,​ ​visits,​ ​mentions,​ ​followers,​ ​engagement,​ ​and​ ​audience).​ ​Audience​ ​insights,
Twitter​ ​Cards,​ ​Video​ ​Activity,​ ​and​ ​Events.
Snapchat​ ​Metrics:
(need​ ​to​ ​be​ ​tracked​ ​within​ ​24​ ​hours​ ​of​ ​post).​ ​Story​ ​Title,​ ​Number​ ​of​ ​Snaps,​ ​Length​ ​of​ ​Story,
Views​ ​on​ ​the​ ​First​ ​Snap,​ ​Views​ ​on​ ​the​ ​Last​ ​Snap,​ ​Retention​ ​Rate,​ ​Engagement​ ​(how​ ​many
screenshots​ ​of​ ​Snap​ ​or​ ​direct​ ​messages​ ​sent).
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​8

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(UPS​ ​Pulse​ ​of​ ​the​ ​Online​ ​Shopper,​ ​2016)
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FACEBOOK
Overall​ ​Audience
Statistics
➔ 1.13​ ​billion​ ​daily​ ​active​ ​users​ ​on​ ​average​ ​for​ ​June​ ​2016
➔ 1.03​ ​billion​ ​mobile​ ​daily​ ​active​ ​users​ ​on​ ​average​ ​for​ ​June​ ​2016
➔ Approximately​ ​84.5%​ ​of​ ​daily​ ​active​ ​users​ ​are​ ​outside​ ​of​ ​the​ ​US​ ​&​ ​Canada
Age
➔ 82​ ​percent​ ​of​ ​online​ ​adults​ ​ages​ ​18​ ​to​ ​29​ ​use​ ​Facebook
➔ 56​ ​percent​ ​of​ ​online​ ​users​ ​ages​ ​65​ ​and​ ​up​ ​use​ ​Facebook
➔ 79​ ​percent​ ​of​ ​those​ ​ages​ ​30​ ​to​ ​49​ ​use​ ​Facebook
Pew​ ​Research​ ​Center​ ​August​ ​19,​ ​2016
Profile
➔ Provide​ ​your​ ​complete​ ​company​ ​information​ ​to​ ​come​ ​off​ ​as​ ​professional,​ ​authoritative,
and​ ​trustworthy.
➔ Ensure​ ​all​ ​images​ ​on​ ​the​ ​profile​ ​are​ ​optimized​ ​for​ ​mobile​ ​(test​ ​them)​ ​and​ ​in
high-resolution​ ​for​ ​viewing​ ​on​ ​desktop.
➔ Use​ ​a​ ​background​ ​image​ ​that​ ​is​ ​more​ ​lifestyle​ ​focused​ ​than​ ​product-based.
➔ Rotate​ ​your​ ​cover​ ​photo​ ​to​ ​match​ ​your​ ​latest​ ​campaign​ ​or​ ​promotion.
➔ Think​ ​of​ ​your​ ​description​ ​as​ ​your​ ​elevator​ ​pitch.
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​10

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➔ In​ ​the​ ​company​ ​overview,​ ​summarize​ ​and​ ​include​ ​related​ ​links​ ​to​ ​other​ ​social​ ​channels
and​ ​pages​ ​on​ ​your​ ​website.
➔ If​ ​offer​ ​a​ ​variety​ ​of​ ​products​ ​or​ ​services,​ ​list​ ​them​ ​under​ ​Products.​ ​Again,​ ​consider
adding​ ​links​ ​in​ ​the​ ​Long​ ​Descriptions​ ​section​ ​if​ ​applicable.
➔ Be​ ​sure​ ​the​ ​images​ ​are​ ​sized​ ​correctly.
https://www.facebook.com/PagesSizesDimensions
Building​ ​an​ ​Audience
➔ Post​ ​a​ ​sign​ ​your​ ​business​ ​reminding​ ​customers​ ​to​ ​“Like​ ​us​ ​on​ ​Facebook”
➔ Put​ ​a​ ​link​ ​in​ ​your​ ​email​ ​signature.
➔ Put​ ​links​ ​on​ ​your​ ​website​ ​that​ ​are​ ​easy​ ​to​ ​see.
➔ Have​ ​friends,​ ​family,​ ​and​ ​any​ ​other​ ​advocates​ ​ask​ ​people​ ​to​ ​like​ ​your​ ​page​ ​through
Facebook’s​ ​“Invite​ ​friends​ ​to​ ​like​ ​this​ ​page”​ ​feature.
➔ Promote​ ​your​ ​page​ ​through​ ​paid​ ​campaign.
➔ See​ ​more​ ​in​ ​Facebook​ ​content​ ​section​ ​below.
Products​ ​&​ ​Features
➔ Search:​​ ​Users​ ​can​ ​search​ ​for​ ​people,​ ​posts,​ ​photos,​ ​places,​ ​Pages,​ ​Groups,​ ​apps​ ​and
events​ ​by​ ​using​ ​keywords.​ ​User’s​ ​friends,​ ​connections​ ​and​ ​interests​ ​affect​ ​the​ ​order​ ​of
results.​ ​“Public”​ ​posts​ ​can​ ​be​ ​seen​ ​by​ ​anyone,​ ​including​ ​people​ ​outside​ ​of​ ​Facebook.
➔ Groups:​​ ​These​ ​are​ ​great​ ​for​ ​discussion​ ​with​ ​specific​ ​people,​ ​clubs,​ ​planning​ ​for​ ​events,
or​ ​collaboration​ ​with​ ​teams.​ ​More​ ​info​ ​​here​.
➔ Events:​ ​​Events​ ​can​ ​be​ ​created​ ​through​ ​your​ ​page.​ ​650​ ​million​ ​people​ ​us​ ​FB​ ​events
each​ ​month.​ ​41%​ ​of​ ​FB​ ​users​ ​engage​ ​with​ ​public​ ​events​ ​each​ ​month.​ ​You​ ​can​ ​include
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​11

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photos,​ ​links,​ ​keywords,​ ​assign​ ​a​ ​co-host​ ​and​ ​the​ ​event​ ​info​ ​(location,​ ​time,​ ​details).
You​ ​can​ ​duplicate​ ​events​ ​if​ ​you​ ​have​ ​recurring​ ​or​ ​regular​ ​events.
➔ Business​ ​Pages:​ ​​Business​ ​pages​ ​make​ ​it​ ​easier​ ​for​ ​customers​ ​to​ ​learn​ ​about​ ​your
business​ ​and​ ​start​ ​using​ ​your​ ​products​ ​and​ ​services.​ ​Showcase​ ​products​ ​and​ ​services
with​ ​call-to-action​ ​buttons.​ ​Here​ ​you​ ​can​ ​provide​ ​customer​ ​service​ ​and​ ​build
relationships.​ ​Posts​ ​can​ ​be​ ​schedules​ ​in​ ​advance​ ​and​ ​they​ ​can​ ​also​ ​be​ ​boosted​ ​if​ ​they
meet​ ​Facebook​ ​ad​ ​policies.​ ​See​ ​the​ ​​Ads​ ​Guide​​ ​for​ ​more​ ​info.
➔ Company​ ​Milestones:​ ​​Milestones​ ​are​ ​spotlights​ ​of​ ​notable​ ​achievements​ ​and​ ​events
from​ ​the​ ​past.​ ​It’s​ ​a​ ​great​ ​way​ ​to​ ​share​ ​the​ ​history​ ​of​ ​the​ ​company.​ ​(Shows​ ​title,
location,​ ​date,​ ​story.)
➔ Page​ ​Tabs:​ ​​Every​ ​FB​ ​page​ ​has​ ​basic​ ​tabs​ ​(4​ ​are​ ​displayed​ ​by​ ​default),​ ​but​ ​you​ ​can
prioritize​ ​them​ ​and​ ​event​ ​create​ ​custom​ ​ones​ ​with​ ​a​ ​developer’s​ ​support.
➔ Call-to-Action​ ​Buttons:​ ​​Add​ ​a​ ​CTA​ ​button​ ​(Book​ ​Now,​ ​Call​ ​Now,​ ​Contact​ ​Us,​ ​Shop
Now,​ ​etc.)
➔ Facebook​ ​Live:​​ ​Use​ ​your​ ​phone​ ​to​ ​share​ ​moments​ ​live.​ ​Used​ ​by​ ​parents,​ ​trainers,
hosts​ ​of​ ​events,​ ​chefs,​ ​etc.​ ​To​ ​view​ ​current​ ​public​ ​live​ ​broadcasts,​ ​go​ ​to​ ​Facebook​ ​Live
Map​ ​on​ ​desktop.
➔ Insights:​ ​​Learn​ ​how​ ​people​ ​found​ ​your​ ​page,​ ​number​ ​of​ ​likes,​ ​reach,​ ​engagement,
visitor​ ​demographics​ ​(age,​ ​gender,​ ​location)​ ​and​ ​more.​ ​There​ ​is​ ​a​ ​video​ ​on​ ​the
Facebook​ ​Business​ ​page​ ​that​ ​shares​ ​more​ ​about​ ​insights​ ​​here​.
➔ Ads:​​ ​Set​ ​goals​ ​in​ ​advance​ ​(get​ ​more​ ​foot​ ​traffic,​ ​app​ ​installs,​ ​page​ ​likes,​ ​newsletter
sign-ups,​ ​transactions,​ ​awareness/reach)​ ​in​ ​order​ ​to​ ​assess​ ​the​ ​performance.
➔ Marketplace:​ ​​A​ ​new​ ​feature​ ​that​ ​allows​ ​consumers​ ​to​ ​buy​ ​and​ ​sell​ ​with​ ​their​ ​local
community.​ ​More​ ​than​ ​450​ ​million​ ​people​ ​visit​ ​buy​ ​and​ ​sell​ ​groups​ ​each​ ​month.​ ​It’s
available​ ​in​ ​US,​ ​UK,​ ​AU,​ ​and​ ​New​ ​Zealand.​ ​You​ ​can​ ​search​ ​for​ ​products​ ​and​ ​filter​ ​by
location,​ ​category,​ ​or​ ​price.​ ​You​ ​can​ ​also​ ​browse​ ​categories​ ​using​ ​a​ ​built-in​ ​location
tool​ ​to​ ​adjust​ ​the​ ​region​ ​you’re​ ​looking​ ​in.​ ​Read​ ​more​ ​​here​.
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Engagement​ ​/​ ​What​ ​to​ ​Post
Content
➔ Ask​ ​questions.
➔ Do​ ​fill-in-the-blank​ ​posts.
➔ Use​ ​contests​ ​once​ ​in​ ​awhile
➔ Check​ ​the​ ​insights​ ​tab​ ​to​ ​see​ ​who​ ​your​ ​followers​ ​are…then​ ​speak​ ​their​ ​language.​ ​Be
real.​ ​Be​ ​Relaxed.​ ​And​ ​be​ ​relevant.
➔ Use​ ​tools​ ​to​ ​schedule​ ​posts​ ​and​ ​keep​ ​the​ ​cadence​ ​regular—don’t​ ​be​ ​sporatic.
➔ Posts​ ​with​ ​images--they​ ​get​ ​39%​ ​more​ ​engagement​ ​on​ ​average​ ​per​ ​​Moz​.
➔ Avoid​ ​posting​ ​heavy​ ​promotional​ ​content.
➔ Provide​ ​content​ ​that​ ​is​ ​valuable​ ​to​ ​fans.
➔ Include​ ​clear​ ​calls​ ​to​ ​action.
➔ Be​ ​strategic​ ​about​ ​content​ ​and​ ​the​ ​goals—For​ ​example,​ ​if​ ​trying​ ​to​ ​generate
awareness,​ ​craft​ ​some​ ​type​ ​of​ ​contest​ ​to​ ​get​ ​people​ ​to​ ​share,​ ​if​ ​trying​ ​to​ ​drive​ ​traffic​ ​to
the​ ​website,​ ​be​ ​sure​ ​content​ ​is​ ​posted​ ​there​ ​first​ ​and​ ​then​ ​linked​ ​from​ ​the​ ​social​ ​post.
➔ Use​ ​teaser​ ​posts​ ​to​ ​generate​ ​interest​ ​about​ ​upcoming​ ​events,​ ​new​ ​products,​ ​and
promotions.
➔ Experiment​ ​with​ ​videos,​ ​images,​ ​and​ ​offers​ ​to​ ​see​ ​which​ ​ones​ ​drive​ ​the​ ​most
engagement.
➔ Make​ ​sure​ ​the​ ​landing​ ​page​ ​and​ ​website​ ​are​ ​optimized​ ​for​ ​conversions​ ​before​ ​driving
traffic​ ​back​ ​to​ ​the​ ​site.
Posting​ ​Features
➔ Pin​ ​posts​ ​to​ ​the​ ​top​ ​of​ ​your​ ​FB​ ​Page
➔ Embed​ ​posts​ ​on​ ​your​ ​website​ ​(FB​ ​will​ ​give​ ​you​ ​a​ ​snippet​ ​of​ ​code).​ ​When​ ​they​ ​click​ ​the
post​ ​on​ ​your​ ​site,​ ​they​ ​will​ ​go​ ​right​ ​to​ ​your​ ​Facebook​ ​Page.
➔ Post​ ​offers,​ ​events,​ ​and​ ​milestones​ ​in​ ​your​ ​business
➔ Show​ ​posts​ ​by​ ​location​ ​or​ ​language​ ​(click​ ​the​ ​Public​ ​button​ ​and​ ​choose
Location/Language​ ​and​ ​select​ ​the​ ​areas​ ​and​ ​languages​ ​for​ ​the​ ​intended​ ​audience).
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​13

14.
➔ Use​ ​the​ ​Pages​ ​Manager​ ​App​ ​(iOS​ ​and​ ​Android)​ ​to​ ​create​ ​posts,​ ​manage​ ​your​ ​page,
reply​ ​to​ ​messages,​ ​and​ ​view​ ​insights.
When​ ​to​ ​Post
Regular​ ​Post​ ​Cadence
Review​ ​the​ ​history​ ​of​ ​your​ ​posts​ ​to​ ​learn​ ​what​ ​time​ ​of​ ​day​ ​works​ ​best​ ​for​ ​your​ ​posts.​ ​Note,
many​ ​people​ ​check​ ​Facebook​ ​when​ ​they​ ​are​ ​on​ ​their​ ​lunch​ ​break​ ​and​ ​after​ ​dinner.​ ​Weekend
posting​ ​patterns​ ​would​ ​not​ ​be​ ​the​ ​same​ ​ad​ ​posts​ ​during​ ​the​ ​week.
Response​ ​to​ ​Comments
Response​ ​to​ ​comments​ ​are​ ​important​ ​from​ ​a​ ​customer​ ​service​ ​standpoint.​ ​It​ ​is​ ​important​ ​to
address​ ​comments​ ​instead​ ​of​ ​deleting​ ​them.​ ​Customer​ ​complaints​ ​and​ ​criticism​ ​are​ ​a​ ​part​ ​of
the​ ​open​ ​public​ ​space.​ ​Facebook​ ​is​ ​scoring​ ​businesses​ ​on​ ​their​ ​response​ ​time—these​ ​stats
show​ ​at​ ​the​ ​top​ ​of​ ​the​ ​page.
Targeting​ ​Ability​ ​-​ ​Ads
Standard​ ​Targeting
With​ ​Facebook​ ​Ads,​ ​you​ ​can​ ​target​ ​by​ ​location,​ ​demographics,​ ​interests,​ ​on​ ​and​ ​offline
purchases,​ ​language,​ ​level​ ​of​ ​education,​ ​job​ ​title,​ ​and​ ​more.​ ​You​ ​can​ ​choose​ ​where​ ​you​ ​want
your​ ​ads​ ​to​ ​run,​ ​such​ ​as​ ​in​ ​the​ ​News​ ​Feed,​ ​on​ ​desktop​ ​and​ ​mobile​ ​or​ ​on​ ​the​ ​right-hand​ ​column
on​ ​desktop.​ ​Facebook​ ​recommends​ ​your​ ​audience​ ​be​ ​targeting​ ​a​ ​few​ ​thousand​ ​people​ ​at​ ​a
minimum,​ ​otherwise​ ​your​ ​campaign​ ​may​ ​not​ ​perform​ ​as​ ​well.​ ​On​ ​the​ ​other​ ​hand,​ ​if​ ​your
audience​ ​is​ ​too​ ​big​ ​and​ ​your​ ​budget​ ​is​ ​too​ ​low,​ ​the​ ​frequency​ ​may​ ​not​ ​be​ ​as​ ​effective​ ​in
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​14

15.
delivering​ ​results.​ ​See​ ​the​ ​​Ads​ ​Guide​​ ​here​ ​for​ ​design​ ​recommendations,​ ​technical
requirements,​ ​and​ ​guidelines.
Custom​ ​Audiences
If​ ​you​ ​have​ ​phone​ ​numbers​ ​or​ ​email​ ​addresses​ ​of​ ​customer​ ​you​ ​want​ ​to​ ​reach,​ ​create​ ​a​ ​list​ ​and
upload​ ​it​ ​to​ ​Facebook.​ ​If​ ​you​ ​use​ ​MailChimp,​ ​you​ ​can​ ​import​ ​your​ ​customer​ ​list​ ​directly.​ ​Then
when​ ​you​ ​go​ ​to​ ​run​ ​your​ ​campaign,​ ​you​ ​have​ ​that​ ​custom​ ​audience​ ​as​ ​an​ ​option​ ​to​ ​choose
from.
Lookalike​ ​Audiences
Lookalike​ ​Audiences​ ​are​ ​based​ ​on​ ​existing​ ​audiences,​ ​Custom​ ​Audiences​ ​from​ ​above,​ ​and
also​ ​from​ ​people​ ​who​ ​like​ ​your​ ​page,​ ​or​ ​visited​ ​your​ ​website​ ​(using​ ​pixel​ ​placed​ ​on​ ​site).​ ​You
can​ ​only​ ​include​ ​people​ ​from​ ​one​ ​country​ ​at​ ​a​ ​time​ ​and​ ​your​ ​audience​ ​must​ ​have​ ​at​ ​least​ ​100
users.
FAN​ ​(Facebook​ ​Audience​ ​Network)
FAN​ ​was​ ​created​ ​as​ ​a​ ​way​ ​for​ ​advertisers​ ​to​ ​expand​ ​their​ ​campaigns​ ​beyond​ ​Facebook’s
native​ ​platforms​ ​and​ ​onto​ ​mobile​ ​apps,​ ​websites,​ ​instant​ ​articles,​ ​and​ ​videos.​ ​Placements​ ​now
include​ ​wider​ ​mobile​ ​web​ ​via​ ​select​ ​global​ ​publishing​ ​partners​ ​and​ ​on​ ​desktop​ ​through​ ​a
network​ ​of​ ​partner​ ​websites.​ ​Advertisers​ ​can​ ​reach​ ​users​ ​of​ ​Facebook,​ ​Instagram​ ​and
Non-users​ ​of​ ​Facebook​ ​and​ ​Instagram.
Ad​ ​Types
➔ Links​ ​–​ ​Leads​ ​users​ ​to​ ​external​ ​site/page
➔ Carousels​ ​–​ ​group​ ​of​ ​photos​ ​and/or​ ​videos​ ​that​ ​link​ ​to​ ​their​ ​own​ ​page/site​ ​promoting
more​ ​than​ ​one​ ​product
➔ Canvas​ ​–​ ​Mobile-only​ ​ad​ ​unit​ ​that​ ​combines​ ​multiple​ ​components​ ​to​ ​tell​ ​a​ ​larger​ ​story
➔ Photo​ ​–​ ​single​ ​image​ ​post
➔ Video​ ​–​ ​120​ ​minutes​ ​max​ ​on​ ​Facebook​ ​(60​ ​seconds​ ​max​ ​on​ ​Instagram)
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​15

16.
Ad​ ​Objectives​ ​(required​ ​in​ ​campaign​ ​set-up)
➔ Web​ ​clicks​ ​or​ ​conversions
➔ Page​ ​post​ ​engagement
➔ Page​ ​likes
➔ App​ ​installs​ ​or​ ​engagement
➔ Local​ ​awareness
➔ Event​ ​responses
➔ Offer​ ​claims
➔ Lead​ ​generation
➔ Brand​ ​awareness
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​16

17.
INSTAGRAM
Overall​ ​Audience
Statistics
➔ Network​ ​was​ ​bought​ ​by​ ​Facebook​ ​April​ ​2012
➔ 400​ ​Million​ ​active​ ​users
➔ 75%​ ​live​ ​outside​ ​the​ ​US
➔ 30%​ ​of​ ​internet​ ​users​ ​are​ ​now​ ​on​ ​Instagram
➔ Over​ ​60%​ ​log​ ​in​ ​daily,​ ​making​ ​it​ ​the​ ​second​ ​most​ ​engaged​ ​network​ ​after​ ​Facebook
➔ Over​ ​33%​ ​of​ ​users​ ​have​ ​used​ ​their​ ​mobile​ ​to​ ​purchase​ ​a​ ​product​ ​online.
➔ The​ ​most​ ​followed​ ​brand​ ​is​ ​National​ ​Geographic
https://www.brandwatch.com/2016/05/37-instagram-stats-2016/
Age
➔ 90%​ ​of​ ​Instagram​ ​users​ ​are​ ​younger​ ​than​ ​35
➔ 55%​ ​are​ ​18-29
➔ 28%​ ​are​ ​30-49
➔ 11%​ ​are​ ​50-64
➔ 4%​ ​are​ ​65+
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​17

18.
Profile
➔ Use​ ​company​ ​logo​ ​for​ ​profile​ ​image
➔ Don’t​ ​use​ ​hashtags​ ​in​ ​the​ ​bio​ ​section​ ​because​ ​they​ ​are​ ​not​ ​clickable.​ ​(​source​)
➔ By​ ​adding​ ​contact​ ​information,​ ​a​ ​Contact​ ​button​ ​will​ ​appear.​ ​When​ ​people​ ​click​ ​it,​ ​they​ ​will​ ​see
options​ ​like​ ​Get​ ​Directions,​ ​Call,​ ​and​ ​Email​ ​(depending​ ​on​ ​what​ ​you​ ​provided).
Building​ ​an​ ​Audience
➔ Post​ ​often​ ​and​ ​ask​ ​users​ ​to​ ​use​ ​your​ ​hashtag​ ​(not​ ​tag​ ​themselves)​ ​for​ ​discovery
➔ Share​ ​user​ ​generated​ ​content
➔ Use​ ​hashtags​ ​that​ ​are​ ​highly​ ​followed​ ​and​ ​relevant.​ ​(Instagram​ ​allows​ ​for​ ​a​ ​max​ ​of​ ​30
hashtags​ ​per​ ​post.​ ​You​ ​can​ ​use​ ​an​ ​ellipsis​ ​“…”​ ​to​ ​get​ ​them​ ​down​ ​below​ ​the​ ​message).
➔ Create​ ​your​ ​own​ ​custom​ ​hashtags​ ​for​ ​consistent​ ​types​ ​of​ ​posts,​ ​train​ ​your​ ​audience​ ​to
use​ ​them
➔ Ask​ ​users​ ​to​ ​“tag​ ​a​ ​friend”
➔ Host​ ​a​ ​photo​ ​contest
➔ Use​ ​the​ ​right​ ​filters​ ​–​ ​research​ ​has​ ​been​ ​done​ ​that​ ​shows​ ​warmth​ ​had​ ​the​ ​biggest
correlation​ ​with​ ​comments​ ​and​ ​two​ ​filters​ ​had​ ​negative​ ​correlations​ ​(saturation​ ​and​ ​age
effects)​ ​​https://blog.bufferapp.com/instagram-growth
Products​ ​&​ ​Features
➔ Brands​ ​with​ ​Instagram​ ​accounts​ ​share​ ​an​ ​average​ ​of​ ​98%​ ​of​ ​the​ ​photos​ ​they​ ​post​ ​to
the​ ​site​ ​to​ ​Facebook​ ​and​ ​59%​ ​to​ ​Twitter.
(​https://blog.bufferapp.com/instagram-growth​)
➔ Explore​ ​tab​ ​–​ ​uses​ ​an​ ​algorithm​ ​to​ ​surface​ ​interesting​ ​content
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​18

19.
➔ News​ ​tab​ ​–​ ​where​ ​people​ ​see​ ​the​ ​users​ ​they​ ​follow​ ​have​ ​liked​ ​your​ ​posts
➔ Verified​ ​badge​ ​–​ ​proves​ ​you​ ​are​ ​the​ ​official​ ​page​ ​of​ ​the​ ​brand​ ​(no​ ​need​ ​to​ ​say​ ​“official)
➔ Locations​ ​–​ ​when​ ​publishing,​ ​you​ ​have​ ​option​ ​to​ ​put​ ​location—instead​ ​put​ ​a​ ​call​ ​to
action​ ​here.
Engagement​ ​/​ ​What​ ​to​ ​Post
Content
➔ Instagram​ ​offers​ ​limited​ ​options​ ​when​ ​it​ ​comes​ ​to​ ​driving​ ​web​ ​traffic.​ ​To​ ​help​ ​gain​ ​traffic
back​ ​to​ ​your​ ​website,​ ​post​ ​a​ ​website​ ​link​ ​in​ ​your​ ​bio​ ​and​ ​change​ ​it​ ​when​ ​you​ ​are
promoting​ ​specific​ ​products​ ​to​ ​be​ ​sure​ ​people​ ​are​ ​being​ ​sent​ ​to​ ​the​ ​most​ ​relevant
page.
➔ Overlay​ ​your​ ​web​ ​url​ ​in​ ​your​ ​videos​ ​and​ ​also​ ​have​ ​someone​ ​say​ ​your​ ​website​ ​in​ ​the
video.
➔ Use​ ​influencers​ ​and​ ​partners​ ​to​ ​garner​ ​reach​ ​and​ ​to​ ​help​ ​drive​ ​traffic​ ​to​ ​your​ ​website.
Posting​ ​Features
➔ Photos​ ​will​ ​filters
➔ Videos
➔ Stories​ ​–​ ​text​ ​and​ ​photo​ ​overlay​ ​tools​ ​are​ ​available​ ​to​ ​enhance​ ​the​ ​posts.​ ​Stories​ ​will
disappear​ ​after​ ​24​ ​hours.
When​ ​to​ ​Post
Post​ ​Cadence
➔ A​ ​firm​ ​looked​ ​at​ ​the​ ​activity​ ​of​ ​55​ ​brands​ ​over​ ​a​ ​period​ ​of​ ​several​ ​months,​ ​during​ ​which
time​ ​the​ ​average​ ​brand​ ​posted​ ​1.5​ ​times​ ​per​ ​day.​ ​That’s​ ​a​ ​good​ ​rate​ ​for​ ​most​ ​brands,
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​19

20.
especially​ ​the​ ​ones​ ​that​ ​have​ ​conditioned​ ​their​ ​followers​ ​to​ ​expect​ ​that​ ​rate​ ​of​ ​output…”
(​Forbes​)
➔ Accounts​ ​that​ ​abruptly​ ​decrease​ ​their​ ​post​ ​frequency​ ​lose​ ​followers​ ​quickly.
Targeting​ ​Ability​ ​–​ ​Ads
Instagram’s​ ​first​ ​ad​ ​was​ ​launched​ ​November​ ​2013.
Standard​ ​Targeting
The​ ​same​ ​targeting​ ​options​ ​available​ ​for​ ​the​ ​ads​ ​you​ ​create​ ​on​ ​Facebook​ ​are​ ​available​ ​for
Instagram​ ​ads.​ ​Targeting​ ​options​ ​include​ ​location,​ ​demographics,​ ​interests,​ ​actions​ ​and​ ​more.
Keep​ ​in​ ​mind​ ​you​ ​don't​ ​have​ ​to​ ​use​ ​all​ ​of​ ​the​ ​targeting​ ​options.​ ​The​ ​only​ ​targeting​ ​option​ ​that's
required​ ​is​ ​country,​ ​age​ ​and​ ​gender​ ​targeting.
Ad​ ​Types
➔ Photo
➔ Video
➔ Carousel
Ad​ ​Objectives
➔ Clicks​ ​to​ ​Website
➔ Website​ ​Conversions
➔ Mobile​ ​App​ ​Installs
➔ Mobile​ ​App​ ​Engagement
➔ Video​ ​Views
➔ Reach​ ​&​ ​Frequency
➔ Page​ ​Post​ ​Engagement
➔ Mass​ ​Awareness
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​20

21.
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​21

22.
TWITTER
Twitter’s​ ​​mission​:​ ​“To​ ​give​ ​everyone​ ​the​ ​power​ ​to​ ​create​ ​and​ ​share​ ​ideas​ ​and​ ​information
instantly,​ ​without​ ​barriers.”​ ​Twitter​ ​is​ ​an​ ​accessible​ ​source​ ​of​ ​customer​ ​conversations.​ ​It​ ​gives
businesses​ ​access​ ​to​ ​converse​ ​directly​ ​with​ ​customers​ ​in​ ​real​ ​time.​ ​It’s​ ​a​ ​place​ ​where
businesses​ ​can​ ​really​ ​learn​ ​about​ ​their​ ​brand​ ​in​ ​an​ ​unfiltered​ ​way.
Overall​ ​Audience
Statistics
➔ 313​ ​Million​ ​users
➔ 79%​ ​of​ ​users​ ​living​ ​outside​ ​the​ ​US
➔ 82%​ ​Active​ ​users​ ​on​ ​mobile
➔ Supported​ ​by​ ​35​ ​languages
About.twitter.com/company
Age
➔ 37%​ ​are​ ​18-29
➔ 25%​ ​are​ ​30-49
➔ 12%​ ​are​ ​50-64
➔ 10%​ ​are​ ​65+
http://sproutsocial.com/insights/new-social-media-demographics/#twitter
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​22

23.
Profile
➔ Choose​ ​a​ ​profile​ ​photo​ ​that​ ​visually​ ​represents​ ​your​ ​business​ ​or​ ​brand​ ​and​ ​fits​ ​well​ ​in​ ​a
small​ ​space.​ ​This​ ​image​ ​isn’t​ ​just​ ​on​ ​your​ ​profile​ ​page;​ ​it​ ​will​ ​be​ ​shown​ ​as​ ​the​ ​icon​ ​in
every​ ​Tweet​ ​you​ ​post.
➔ Header​ ​images​ ​could​ ​be​ ​your​ ​products​ ​or​ ​behind​ ​the​ ​scenes​ ​look.​ ​Update​ ​your​ ​header
image​ ​periodically​ ​to​ ​highlight​ ​promotions,​ ​product​ ​news​ ​or​ ​seasonal​ ​events
➔ Bio:​ ​You​ ​have​ ​160​ ​characters​ ​to​ ​tell​ ​your​ ​story.​ ​Let​ ​people​ ​know​ ​what​ ​makes​ ​your
business​ ​special​ ​and​ ​why​ ​they​ ​should​ ​follow​ ​you.​ ​You​ ​can​ ​also​ ​include​ ​useful
information​ ​such​ ​as​ ​your​ ​location​ ​or​ ​your​ ​business​ ​hours,​ ​and​ ​you​ ​can​ ​share​ ​a​ ​link​ ​to
your​ ​website.
➔ Remember​ ​to​ ​keep​ ​the​ ​information​ ​in​ ​your​ ​bio​ ​updated​ ​so​ ​that​ ​it​ ​always​ ​reflects​ ​the
current​ ​state​ ​of​ ​your​ ​business​ ​or​ ​offering.
Building​ ​an​ ​Audience
➔ Use​ ​hashtags​ ​&​ ​tweet​ ​consistently
➔ Add​ ​buttons​ ​on​ ​your​ ​site​ ​and​ ​in​ ​email​ ​signature.
➔ Follow​ ​thought​ ​leaders​ ​within​ ​your​ ​category.
➔ Add​ ​people​ ​to​ ​Twitter​ ​lists—it​ ​signals​ ​to​ ​them​ ​their​ ​tweets​ ​are​ ​valuable​ ​and​ ​they​ ​are
more​ ​likely​ ​to​ ​follow​ ​your​ ​account.
➔ Research​ ​trending​ ​topics​ ​related​ ​to​ ​your​ ​field​ ​*using​ ​hashtags​ ​and​ ​topics​ ​on​ ​the
left-hand​ ​side​ ​of​ ​your​ ​page)​ ​and​ ​post/engage​ ​on​ ​these.
➔ Respond​ ​to​ ​tweets​ ​from​ ​large​ ​accounts.
➔ Thank​ ​people​ ​who​ ​engage​ ​with​ ​you.​ ​This​ ​helps​ ​you​ ​keep​ ​them​ ​as​ ​a​ ​follower.
➔ Tweet​ ​quotes​ ​and​ ​@mention​ ​the​ ​author.
➔ Embed​ ​tweets​ ​in​ ​blog​ ​posts.​ ​This​ ​gives​ ​viewers​ ​an​ ​idea​ ​of​ ​content​ ​they​ ​will​ ​get​ ​if​ ​they
follow​ ​you.
➔ Do​ ​a​ ​“follower​ ​giveaway”
➔ See​ ​more​ ​in​ ​Twitter​ ​content​ ​section​ ​below.
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​23

24.
Products​ ​&​ ​Features
➔ Hashtags​:​ ​Using​ ​hashtags​ ​to​ ​categorize​ ​Tweets​ ​by​ ​keyword:​ ​People​ ​use​ ​the​ ​hashtag
symbol​ ​(#)​ ​before​ ​a​ ​relevant​ ​keyword​ ​or​ ​phrase​ ​in​ ​their​ ​Tweet​ ​to​ ​categorize​ ​those
Tweets​ ​and​ ​help​ ​them​ ​show​ ​more​ ​easily​ ​in​ ​Twitter​ ​search.​ ​Clicking​ ​or​ ​tapping​ ​on​ ​a
hashtagged​ ​word​ ​in​ ​any​ ​message​ ​shows​ ​you​ ​other​ ​Tweets​ ​that​ ​include​ ​that​ ​hashtag.
Twitter​ ​hashtags​ ​help​ ​create​ ​communities​ ​of​ ​people​ ​interested​ ​in​ ​the​ ​same​ ​topic.
➔ Favorites:​ ​​These​ ​show​ ​in​ ​a​ ​prominent​ ​place​ ​in​ ​the​ ​main​ ​navigation.​ ​One​ ​idea​ ​is​ ​to​ ​use
them​ ​as​ ​social​ ​proof​ ​for​ ​your​ ​brand.​ ​Favorite​ ​the​ ​recommendations,​ ​testimonies,​ ​and
positive​ ​blurbs​ ​from​ ​your​ ​customers​ ​and​ ​fans,​ ​and​ ​transform​ ​your​ ​favorites​ ​tab​ ​into​ ​a
board​ ​of​ ​brand​ ​high​ ​fives.
➔ Twitter​ ​Analytics:​​ ​Built​ ​into​ ​your​ ​Twitter​ ​page,​ ​you​ ​can​ ​view​ ​a​ ​summary​ ​of​ ​the
performance​ ​of​ ​tweets​ ​(impressions,​ ​visits,​ ​mentions,​ ​followers,​ ​engagement,​ ​and
audience).
➔ Audience​ ​Insights:​ ​​View​ ​the​ ​gender,​ ​age,​ ​interests,​ ​country,​ ​and​ ​region​ ​of​ ​those​ ​who
have​ ​engaged​ ​with​ ​your​ ​posts.
➔ Events:​ ​​Browse​ ​events​ ​on​ ​Twitter​ ​to​ ​see​ ​audience​ ​insights​ ​about​ ​them.​ ​For​ ​example,
you​ ​can​ ​view​ ​the​ ​American​ ​Music​ ​Awards​ ​event​ ​to​ ​see​ ​the​ ​total​ ​reach,​ ​impressions,
gender,​ ​age,​ ​location,​ ​and​ ​device​ ​used​ ​during​ ​the​ ​event.
➔ Tweet​ ​Highlights:​ ​​Highlights​ ​are​ ​currently​ ​available​ ​on​ ​Twitter​ ​for​ ​Android​ ​(version​ ​5.55
or​ ​higher)
➔ Moments:​​ ​ Moments​ ​are​ ​curated​ ​stories​ ​showcasing​ ​the​ ​best​ ​of​ ​what’s​ ​happening
on​ ​Twitter.​ ​They​ ​are​ ​categorized​ ​by​ ​News,​ ​Sports,​ ​Entertainment,​ ​and​ ​Fun.​ ​You​ ​can
follow​ ​and​ ​review​ ​the​ ​Tweets.​ ​You​ ​can​ ​also​ ​reply,​ ​Retweet,​ ​and​ ​like​ ​the​ ​Tweets.​ ​Learn
how​ ​to​ ​create​ ​a​ ​Moment​ ​​here​.
➔ Lists:​​ ​A​ ​curated​ ​group​ ​of​ ​Twitter​ ​accounts​ ​created​ ​in​ ​order​ ​to​ ​view​ ​a​ ​stream​ ​of​ ​Tweets
from​ ​only​ ​the​ ​accounts​ ​on​ ​that​ ​particular​ ​list.
➔ Embed​ ​a​ ​Timeline:​ ​​Embedded​ ​timelines​ ​will​ ​only​ ​show​ ​content​ ​from​ ​users​ ​that​ ​have
public​ ​Tweets.​ ​(Content​ ​from​ ​protected​ ​Tweets​ ​are​ ​not​ ​compatible​ ​with​ ​embedded
timeline​ ​widgets.)​ ​Choose​ ​to​ ​embed​ ​a​ ​timeline​ ​on​ ​your​ ​website.​ ​It​ ​can​ ​be​ ​the​ ​user
timeline,​ ​favorites​ ​only,​ ​list,​ ​or​ ​search.
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​24

25.
Engagement​ ​/​ ​What​ ​to​ ​Post
Content
➔ Tweet​ ​emotion​ ​by​ ​using​ ​images​ ​that​ ​make​ ​people​ ​laugh,​ ​feel​ ​good,​ ​or​ ​get​ ​excited.
➔ Research​ ​shows​ ​tweets​ ​with​ ​photos​ ​get​ ​150%​ ​more​ ​retweets​ ​(​Buffer​)
➔ If​ ​you​ ​have​ ​a​ ​tweet​ ​that​ ​you​ ​want​ ​the​ ​world​ ​to​ ​see,​ ​you​ ​should​ ​not​ ​start​ ​the​ ​tweet​ ​with
an​ ​@​ ​symbol.​ ​(Twitter​ ​recognizes​ ​this​ ​as​ ​a​ ​reply,​ ​part​ ​of​ ​a​ ​larger​ ​conversation.​ ​As​ ​such,
these​ ​tweets​ ​are​ ​hidden​ ​by​ ​default​ ​in​ ​a​ ​number​ ​of​ ​places​ ​around​ ​the​ ​network,​ ​including
the​ ​redesigned​ ​profiles.)​ ​And​ ​if​ ​you​ ​do​ ​start​ ​your​ ​tweet​ ​an​ ​@,​ ​be​ ​sure​ ​to​ ​place​ ​a​ ​period
as​ ​the​ ​first​ ​character.​ ​(so​ ​looks​ ​like​ ​“.@clutchofficial)
➔ Event​ ​Announcements
➔ Promotions
➔ Customer​ ​Feedback
➔ Teasers​ ​-​ ​Twitter​ ​is​ ​a​ ​great​ ​platform​ ​for​ ​teasing,​ ​giving​ ​a​ ​little​ ​bit​ ​of​ ​info​ ​to​ ​garner
interest​ ​that​ ​drives​ ​traffic​ ​back​ ​to​ ​your​ ​website.
Posting​ ​Features
➔ Pin​ ​tweet​ ​to​ ​the​ ​top​ ​of​ ​your​ ​Twitter​ ​profile​ ​(could​ ​be​ ​an​ ​upcoming​ ​event,
announcement,​ ​brand​ ​summary,​ ​or​ ​drives​ ​emotion)
When​ ​to​ ​Post
Post​ ​Cadence
Snaps​ ​work​ ​differently​ ​than​ ​other​ ​social​ ​networks​ ​as​ ​they​ ​stay​ ​unopened​ ​until​ ​your​ ​followers
have​ ​time​ ​to​ ​view​ ​them.​ ​After​ ​they​ ​are​ ​opened,​ ​they​ ​are​ ​available​ ​only​ ​for​ ​1​ ​to​ ​10​ ​seconds.
Additionally,​ ​because​ ​they​ ​vanish​ ​after​ ​one​ ​viewing,​ ​users​ ​pay​ ​attention.
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​25

26.
Targeting​ ​Ability​ ​–​ ​Ads
General​ ​Targeting
➔ Keywords
➔ Followers
➔ Interests
➔ Tailored​ ​Audiences
➔ TV​ ​Targeting
➔ Behaviors
➔ Events
Campaign​ ​Objectives
➔ Tweet​ ​engagements
➔ Video​ ​views
➔ Website​ ​visits
➔ Website​ ​conversion
➔ App​ ​installs​ ​or​ ​re-engagements
➔ Followers
➔ Leads​ ​on​ ​Twitter
● Tweet​ ​activity
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​26

27.
SNAPCHAT
Snapchat​ ​is​ ​now​ ​claiming​ ​they​ ​are​ ​a​ ​“camera”​ ​company​ ​that​ ​believes​ ​reinventing​ ​the​ ​camera
represents​ ​the​ ​greatest​ ​opportunity​ ​to​ ​improve​ ​the​ ​way​ ​people​ ​live​ ​and​ ​communicate.​ ​“And​ ​we
encourage​ ​creativity,​ ​which​ ​is​ ​why​ ​there​ ​are​ ​so​ ​many​ ​creative​ ​tools​ ​on​ ​our​ ​platform—doodles,
geofilters,​ ​stickers​ ​and​ ​lenses.”-​ ​Bryan​ ​Kim,​ ​manager​ ​of​ ​Snapchat’s​ ​strategy​ ​group.​ ​They​ ​have
made​ ​a​ ​lot​ ​of​ ​changes​ ​over​ ​the​ ​past​ ​few​ ​years,​ ​and​ ​more​ ​changes​ ​are​ ​coming.​ ​They​ ​are
offering​ ​new​ ​targeting​ ​ability​ ​and​ ​a​ ​new​ ​product.​ ​The​ ​following​ ​shows​ ​a​ ​timeline​ ​of​ ​key
developments.
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​27

28.
eMarketer​ ​Aug​ ​23,​ ​2016
Overall​ ​Audience
Statistics
➔ Snapchat​ ​Inc.​ ​has​ ​150​ ​million​ ​people​ ​using​ ​the​ ​service​ ​daily​ ​(up​ ​from​ ​110​ ​million​ ​daily
users​ ​in​ ​Dec​ ​2015)
➔ On​ ​any​ ​given​ ​day,​ ​Snapchat​ ​reaches​ ​41%​ ​of​ ​all​ ​18-34-year-olds​ ​in​ ​the​ ​US.​ ​(​Snapchat​)
➔ More​ ​than​ ​half​ ​of​ ​new​ ​users​ ​are​ ​over​ ​age​ ​25.
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​28

29.
➔ Variety​ ​​reported​​ ​almost​ ​33%​ ​of​ ​users​ ​they​ ​surveyed​ ​aged​ ​13-24​ ​use​ ​the​ ​app​ ​because
their​ ​parents​ ​do​ ​not.
➔ eMarketer
Age
➔ 37%​ ​of​ ​users​ ​are​ ​18-34
➔ 26%​ ​of​ ​users​ ​are​ ​25-34
➔ 12%​ ​of​ ​users​ ​are​ ​35-54
➔ 2%​ ​of​ ​users​ ​are​ ​55+
eMarketer​ ​​predicts​​ ​millennials​ ​will​ ​make​ ​up​ ​56%​ ​of​ ​all​ ​US​ ​Snapchat​ ​users​ ​by​ ​the​ ​end​ ​of​ ​2020.
eMarketer​ ​projects​ ​two​ ​more​ ​years​ ​of​ ​double-digit​ ​growth​ ​in​ ​the​ ​number​ ​of​ ​monthly​ ​active
users—a​ ​27.2%​ ​year-over-year​ ​increase​ ​this​ ​year,​ ​followed​ ​by​ ​a​ ​13.6%​ ​increase​ ​next​ ​year.​ ​In
2018​ ​and​ ​beyond,​ ​when​ ​the​ ​Snapchat​ ​audience​ ​is​ ​expected​ ​to​ ​be​ ​substantially​ ​larger​ ​than​ ​it​ ​is
today,​ ​year-over-year​ ​increases​ ​will​ ​be​ ​in​ ​the​ ​single-digit​ ​range.
Profile
➔ Profile​ ​urls​ ​are​ ​now​ ​easily​ ​sharable.​ ​By​ ​swiping​ ​down​ ​from​ ​the​ ​Snapchat​ ​camera​ ​to​ ​the
profile​ ​screen,​ ​hitting​ ​‘Add​ ​Friends’,​ ​and​ ​then​ ​selecting​ ​‘Share​ ​Username’,​ ​you​ ​can​ ​copy
your​ ​unique​ ​URL​ ​or​ ​instantly​ ​share​ ​it​ ​through​ ​other​ ​apps​ ​like​ ​Twitter.​ ​When​ ​tapped​ ​on
mobile,​ ​it​ ​opens​ ​a​ ​preview​ ​of​ ​your​ ​profile​ ​on​ ​Snapchat​ ​with​ ​an​ ​“Add”​ ​button.
➔ Brands​ ​aren’t​ ​set​ ​apart​ ​from​ ​other​ ​users.​ ​Users​ ​can​ ​find​ ​brands​ ​and​ ​click​ ​on​ ​the
username​ ​to​ ​view​ ​the​ ​brand’s​ ​story.​ ​Examples​ ​of​ ​top​ ​brands​ ​(according​ ​to​ ​Hubspot)​ ​are
@sourpatchnsnaps,​ ​@everlane,​ ​@generalelectric,​ ​@warbyparker,​ ​@grubhub,
@thenytimes,​ ​@djkhaled305,​ ​@dominos_uk,​ ​@hubspotinc
Building​ ​an​ ​Audience
➔ Snapchat​ ​doesn’t​ ​use​ ​hashtags,​ ​so​ ​be​ ​creative​ ​in​ ​letting​ ​people​ ​know​ ​you​ ​are​ ​on
Snapchat​ ​by​ ​using​ ​other​ ​channels.
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​29

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➔ Try​ ​sharing​ ​your​ ​Snapcode​ ​on​ ​other​ ​social​ ​networks​ ​to​ ​make​ ​it​ ​easy​ ​for​ ​fans​ ​to​ ​add
you.
➔ Put​ ​your​ ​Snapcode​ ​in​ ​your​ ​product​ ​shipments.
Products​ ​&​ ​Features
➔ Spectacles:​ ​​Snapchat's​ ​first​ ​hardware​ ​product--a​ ​set​ ​of​ ​connected​ ​sunglasses​ ​that
record​ ​10-second​ ​snippets​ ​of​ ​video,​ ​for​ ​$130​ ​sometime​ ​this​ ​fall.​ ​(​Wall​ ​Street​ ​Journal
Sept,​ ​24,​ ​2016​)​ ​The​ ​cameras​ ​employ​ ​a​ ​115-degree​ ​lens,​ ​which​ ​the​ ​company​ ​says​ ​more
closely​ ​approximates​ ​a​ ​person's​ ​field​ ​of​ ​vision.​ ​And​ ​the​ ​cameras​ ​record​ ​circular​ ​video,
according​ ​to​ ​Journal​ ​—​ ​and​ ​effort​ ​to​ ​create​ ​a​ ​playback​ ​experience​ ​that​ ​simulates​ ​your
natural​ ​point​ ​of​ ​view.​ ​(​The​ ​Verge​)
➔ Snapstreak:​​ ​When​ ​you​ ​and​ ​your​ ​friend​ ​have​ ​Snapped​ ​each​ ​other​ ​(not​ ​Chat)​ ​within​ ​24
hours​ ​for​ ​more​ ​than​ ​one​ ​consecutive​ ​day,​ ​an​ ​emoji​ ​shows​ ​up​ ​with​ ​a​ ​number​ ​next​ ​to​ ​it.​ ​It
is​ ​tracking​ ​“snaps”,​ ​not​ ​“chats”.​ ​To​ ​keep​ ​up​ ​a​ ​Snapstreak,​ ​both​ ​people​ ​must​ ​send​ ​a
Snap​ ​back​ ​and​ ​forth.​ ​If​ ​it’s​ ​about​ ​to​ ​end,​ ​an​ ​hourglass​ ​icon​ ​will​ ​appear​ ​next​ ​to
someone’s​ ​name.
➔ Geofilters:​​ ​These​ ​are​ ​special​ ​overlays​ ​that​ ​communicate​ ​the​ ​“where​ ​and​ ​when”​ ​of​ ​a
Snap​ ​in​ ​a​ ​fun​ ​way,​ ​whether​ ​you're​ ​sending​ ​it​ ​to​ ​a​ ​friend​ ​or​ ​adding​ ​it​ ​to​ ​your​ ​Story.​ ​These
filters​ ​only​ ​show​ ​up​ ​for​ ​users​ ​within​ ​a​ ​certain​ ​range,​ ​roughly​ ​20,000​ ​square​ ​feet​ ​or​ ​more.
Once​ ​built,​ ​Snapchat​ ​creates​ ​a​ ​“geofence”.​ ​On-Demand​ ​Geofilters​ ​are​ ​for​ ​both​ ​people
and​ ​businesses,​ ​purchased​ ​for​ ​one-day​ ​or​ ​one-month​ ​periods.​ ​They​ ​can​ ​be​ ​used​ ​for
weddings,​ ​birthdays,​ ​festivals,​ ​baby​ ​showers,​ ​corporate​ ​events​ ​and​ ​conferences.​ ​To
find​ ​Geofilters,​ ​the​ ​Filters​ ​box​ ​must​ ​be​ ​checked​ ​in​ ​the​ ​settings​ ​Manage​ ​icon.​ ​You​ ​have
to​ ​be​ ​18​ ​years​ ​old​ ​to​ ​buy​ ​a​ ​Geofilter​ ​or​ ​parent’s​ ​express​ ​permission.
➔ Lenses:​​ ​These​ ​work​ ​like​ ​filters​ ​on​ ​photos.​ ​They​ ​are​ ​animated​ ​and​ ​a​ ​way​ ​for​ ​users​ ​to
engage​ ​with​ ​the​ ​platform.
➔ Friend​ ​Emoji’s:​​ ​There​ ​are​ ​friend​ ​emoji’s​ ​that​ ​appear,​ ​based​ ​on​ ​how​ ​users​ ​interact​ ​with
their​ ​friends.​ ​For​ ​example,​ ​a​ ​Gold​ ​Heart​ ​=​ ​Best​ ​Friends,​ ​Red​ ​Heart​ ​=​ ​best​ ​friends​ ​for​ ​at
least​ ​two​ ​weeks,​ ​etc.​ ​These​ ​can​ ​be​ ​customized.​ ​More​ ​​here​.
➔ Snaps:​​ ​You​ ​can​ ​also​ ​tap​ ​the​ ​timer​ ​icon​ ​to​ ​choose​ ​how​ ​long​ ​friends​ ​can​ ​view​ ​your​ ​Snap​ ​—​ ​but
remember,​ ​they​ ​can​ ​always​ ​save​ ​your​ ​Snap​ ​by​ ​taking​ ​a​ ​screenshot!
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​30

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➔ Chat:​ ​​Swipe​ ​right​ ​on​ ​a​ ​friend’s​ ​name,​ ​enter​ ​text​ ​and​ ​tap​ ​“send”.
➔ Stories:​ ​​Stories​ ​are​ ​compilations​ ​of​ ​Snaps​ ​that​ ​create​ ​a​ ​narrative​ ​​ ​.​ ​Stories​ ​honor​ ​the​ ​true
nature​ ​of​ ​storytelling​ ​—​ ​Snaps​ ​appear​ ​in​ ​chronological​ ​order​ ​with​ ​a​ ​beginning,​ ​middle​ ​and​ ​end.
Each​ ​Story​ ​is​ ​a​ ​compilation​ ​of​ ​Snaps​ ​that​ ​a​ ​friend​ ​has​ ​posted​ ​to​ ​their​ ​Story​ ​over​ ​the​ ​last​ ​24​ ​hours.
Each​ ​Snap​ ​is​ ​a​ ​part​ ​of​ ​your​ ​Story​ ​for​ ​24​ ​hours​ ​(unless​ ​you​ ​delete​ ​it).
➔ Video​ ​Chat:​ ​​Tap​ ​the​ ​video​ ​icon​ ​and​ ​friends​ ​can​ ​choose​ ​to​ ​“Join”​ ​you​ ​–​ ​you​ ​can​ ​then​ ​see​ ​and​ ​hear
each​ ​other.
➔ Bitmoji:​ ​​Bitmoji​ ​is​ ​your​ ​own​ ​personal​ ​emoji​ ​that​ ​can​ ​be​ ​sent​ ​to​ ​other​ ​Snapchatters​ ​as​ ​a​ ​sticker​ ​in
Chat​ ​and​ ​on​ ​Snaps.​ ​The​ ​bitmojis​ ​available​ ​in​ ​Snapchat​ ​are​ ​updated​ ​regularly,​ ​so​ ​you'll​ ​never​ ​get
bored!​ ​Learn​ ​how​ ​to​ ​link​ ​Bitmoji​ ​to​ ​Snapchat​ ​​here​.
➔ Stickers:​​ ​You​ ​can​ ​add​ ​a​ ​playful​ ​sticker​ ​to​ ​a​ ​Snap​ ​or​ ​send​ ​‘em​ ​in​ ​a​ ​Chat​ ​to​ ​other​ ​Snapchatters.
Please​ ​Note:​ ​​Geostickers​​ ​are​ ​available​ ​now​ ​in​ ​Los​ ​Angeles,​ ​New​ ​York​ ​City,​ ​San​ ​Francisco,
Washington​ ​DC,​ ​Honolulu,​ ​London,​ ​Sydney,​ ​São​ ​Paulo,​ ​Paris,​ ​and​ ​Riyadh.
➔ Add​ ​Nearby:​ ​​When​ ​you​ ​have​ ​a​ ​group​ ​of​ ​friends​ ​sitting​ ​near​ ​you,​ ​open​ ​up​ ​the​ ​Add​ ​Nearby​ ​and
Snapchat​ ​will​ ​find​ ​them​ ​and​ ​allow​ ​you​ ​to​ ​add​ ​them​ ​as​ ​friends​ ​on​ ​Snapchat.
Engagement​ ​/​ ​What​ ​to​ ​Post
Content
➔ It’s​ ​important​ ​to​ ​understand​ ​Snapchat​ ​is​ ​not​ ​a​ ​platform​ ​build​ ​for​ ​perfection—use​ ​it​ ​to
show​ ​off​ ​your​ ​business​ ​personality,​ ​be​ ​creative,​ ​and​ ​humorous.
➔ Glimpse​ ​of​ ​behind​ ​the​ ​scenes​ ​at​ ​your​ ​company.​ ​Show​ ​the​ ​inspiration​ ​behind​ ​the
company—chat​ ​with​ ​artists.
➔ Show​ ​product​ ​in​ ​action—this​ ​could​ ​be​ ​someone​ ​wearing​ ​or​ ​using​ ​the​ ​products.
➔ Ask​ ​users​ ​to​ ​share​ ​pictures​ ​of​ ​your​ ​product.​ ​This​ ​is​ ​beneficial​ ​for​ ​the​ ​whole​ ​audience​ ​as
it​ ​gives​ ​them​ ​more​ ​information​ ​about​ ​your​ ​products​ ​and​ ​a​ ​place​ ​for​ ​them​ ​to​ ​share​ ​their
ideas.
➔ Increase​ ​business​ ​and​ ​product​ ​knowledge​ ​through​ ​day​ ​to​ ​day​ ​Snaps.​ ​This​ ​keeps​ ​your
brand​ ​top​ ​of​ ​mind​ ​with​ ​followers.
➔ Engagement:​ ​Brands​ ​have​ ​seen​ ​the​ ​most​ ​impact​ ​through​ ​use​ ​of​ ​the​ ​Story​ ​feature
➔ Share​ ​cool​ ​tips​ ​and/or​ ​opinions​ ​on​ ​recent​ ​events.
➔ Repurpose​ ​content​ ​from​ ​other​ ​social​ ​networks,​ ​making​ ​sure​ ​it’s​ ​tailored​ ​for​ ​Snapchat.
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​31

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➔ Integrated​ ​campaigns​ ​have​ ​shown​ ​success.​ ​They​ ​have​ ​used​ ​other​ ​marketing​ ​channels
in​ ​conjunction​ ​with​ ​strategic​ ​timing​ ​to​ ​drive​ ​traffic​ ​to​ ​their​ ​presence​ ​on​ ​Snapchat.
◆ Some​ ​companies​ ​have​ ​seen​ ​success​ ​by​ ​launching​ ​sponsored​ ​lens​ ​campaigns
by​ ​announcing​ ​them​ ​on​ ​Twitter.​ ​(Gatorade​ ​tweeted​ ​a​ ​GIF​ ​of​ ​the​ ​Snapchat​ ​and
had​ ​​reportedly​​ ​been​ ​viewed​ ​over​ ​100​ ​million​ ​times.
◆ Amazon​ ​paid​ ​for​ ​video​ ​ads​ ​inside​ ​of​ ​Snapchat​ ​Live​ ​Story​ ​that​ ​tied​ ​in​ ​with​ ​its​ ​TV
ad…encouraging​ ​people​ ​to​ ​stay​ ​tuned​ ​into​ ​Snapchat.​ ​More​ ​​here​.
➔ Consider​ ​having​ ​multiple​ ​people​ ​take​ ​over​ ​your​ ​account​ ​at​ ​specific​ ​times​ ​during​ ​the
week,​ ​keeping​ ​your​ ​account​ ​fresh​ ​and​ ​exciting​ ​with​ ​custom​ ​behind​ ​the​ ​scenes​ ​content.
➔ Snapchat​ ​contests​ ​are​ ​a​ ​good​ ​way​ ​to​ ​grow​ ​following.​ ​Promote​ ​the​ ​contest​ ​on​ ​other
platforms​ ​and​ ​ask​ ​entrants​ ​to​ ​send​ ​you​ ​a​ ​Snap​ ​fulfilling​ ​some​ ​sort​ ​of​ ​conditions.​ ​(It
might​ ​be​ ​answering​ ​a​ ​question​ ​you​ ​ask​ ​or​ ​taking​ ​a​ ​specific​ ​photo.)
Posting​ ​Features
➔ Draw​ ​or​ ​write​ ​on​ ​pictures​ ​to​ ​add​ ​humor​ ​or​ ​emphasis
➔ Consider​ ​posting​ ​a​ ​series​ ​of​ ​images​ ​to​ ​grab​ ​people’s​ ​attention.​ ​(It​ ​could​ ​be​ ​stages,
something​ ​similar​ ​to​ ​a​ ​time​ ​lapse,​ ​before​ ​and​ ​after,​ ​or​ ​telling​ ​a​ ​story.)
➔ Easily​ ​add​ ​a​ ​call-to-action.
➔ Snapcodes:​ ​These​ ​are​ ​the​ ​easiest​ ​way​ ​for​ ​users​ ​to​ ​add​ ​you.​ ​To​ ​add​ ​a​ ​user​ ​by​ ​scanning
their​ ​Snapcode,​ ​simply​ ​take​ ​a​ ​picture​ ​or​ ​screenshot​ ​of​ ​a​ ​user's​ ​Snapcode​ ​with​ ​your
mobile​ ​device.​ ​Then,​ ​find​ ​the​ ​"Add​ ​by​ ​Snapcode"​ ​option​ ​and​ ​choose​ ​the​ ​photo​ ​you
took​ ​of​ ​the​ ​Snapcode.​ ​The​ ​app​ ​will​ ​recognize​ ​the​ ​Snapcode​ ​and​ ​add​ ​the​ ​person
automatically.
When​ ​to​ ​Post
Post​ ​Cadence
Plan​ ​posts​ ​in​ ​advance.​ ​Since​ ​Snapchat​ ​has​ ​disappearing​ ​content,​ ​be​ ​deliberate​ ​about​ ​the
sequence​ ​of​ ​posts.​ ​For​ ​example,​ ​send​ ​a​ ​snap​ ​about​ ​an​ ​upcoming​ ​exclusive​ ​discount​ ​code​ ​that
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​32

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they​ ​may​ ​want​ ​to​ ​take​ ​a​ ​picture​ ​of.​ ​You​ ​can​ ​also​ ​start​ ​a​ ​story​ ​on​ ​Snap​ ​and​ ​then​ ​drive​ ​followers
to​ ​your​ ​website​ ​for​ ​the​ ​rest​ ​of​ ​the​ ​story.
Response​ ​to​ ​Comments
Replying​ ​to​ ​every​ ​snap​ ​isn’t​ ​practical,​ ​but​ ​be​ ​sure​ ​to​ ​do​ ​so​ ​occasionally.​ ​It​ ​gives​ ​your​ ​followers
a​ ​sense​ ​that​ ​they​ ​are​ ​important.​ ​You​ ​can​ ​ask​ ​people​ ​to​ ​reply​ ​to​ ​your​ ​snaps.
Targeting​ ​Ability​ ​–​ ​Ads
Snapchat​ ​only​ ​started​ ​selling​ ​ads​ ​in​ ​late​ ​2014.​ ​They​ ​are​ ​able​ ​to​ ​target​ ​by:
● Age
● Gender
● Location
● Device/operating​ ​system
● Mobile​ ​carrier
● Content​ ​Affinity
Snap​ ​Audience​ ​Match:​ ​Snapchat​ ​allows​ ​advertisers​ ​to​ ​show​ ​ads​ ​based​ ​on​ ​information​ ​they've
collected​ ​outside​ ​of​ ​Snapchat.​ ​This​ ​can​ ​be​ ​changed​ ​by​ ​users​ ​in​ ​the​ ​Manage​ ​Preferences…but
turning​ ​it​ ​off​ ​does​ ​not​ ​mean​ ​they​ ​do​ ​not​ ​get​ ​served​ ​ads,​ ​it​ ​just​ ​means​ ​Snapchat​ ​will​ ​no​ ​longer
be​ ​matching​ ​them​ ​to​ ​user​ ​interests.
Standard​ ​Targeting
Snapchat​ ​is​ ​rolling​ ​out​ ​new​ ​ad​ ​targeting​ ​(behavioral)​ ​options​ ​that​ ​challenge​ ​its​ ​anti-creepy
advertising​ ​stance​ ​and​ ​could​ ​be​ ​used​ ​to​ ​execute​ ​the​ ​type​ ​of​ ​retargeting.​ ​(​Marketing​ ​Land,​ ​Sept
13,​ ​2016​)
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​33

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Ad​ ​Types
● Snap​ ​Ads​ ​(videos):​ ​​Ads​ ​begin​ ​with​ ​10-second​ ​vertical,​ ​full​ ​screen​ ​video​ ​ad​ ​that
appears​ ​in​ ​the​ ​context​ ​of​ ​other​ ​Snaps.​ ​Snapchatters​ ​have​ ​the​ ​choice​ ​to​ ​swipe​ ​up​ ​and
see​ ​more,​ ​similar​ ​to​ ​like​ ​they​ ​do​ ​elsewhere—swiping​ ​up​ ​reveals​ ​extended​ ​content​ ​like
long​ ​form​ ​video,​ ​article,​ ​app​ ​install​ ​ad,​ ​or​ ​mobile​ ​website.​ ​The​ ​swipe-up​ ​rate​ ​is​ ​5x
higher​ ​than​ ​the​ ​average​ ​click-through-rate​ ​on​ ​comparable​ ​platforms.
(Snapchat.com/ads)
● Sponsored​ ​Geofilters:​ ​​a​ ​single​ ​National​ ​Sponsored​ ​Geofilter​ ​typically​ ​reaches​ ​40%​ ​to
60%​ ​of​ ​daily​ ​Snapchatters.​ ​(snapchat.com/ads)
● Sponsored​ ​Lenses​ ​/​ ​Filters:​ ​​On​ ​average,​ ​Snapchatters​ ​play​ ​with​ ​a​ ​Sponsored​ ​Lens​ ​for
20​ ​seconds.​ ​(snapchat.com/ads)​ ​Snapchatters​ ​spend​ ​playing​ ​with​ ​the​ ​interactive​ ​ad
created,​ ​when​ ​finished​ ​playing,​ ​they​ ​are​ ​sent​ ​to​ ​friends​ ​or​ ​posted​ ​to​ ​a​ ​story.​ ​Lens
Examples:​ ​​Gatorade​,​ ​Spotify​ ​&​ ​EllenTube​ ​​video​.
● Sponsored​ ​Posts:​​ ​Reach​ ​out​ ​to​ ​key​ ​Snapchat​ ​influencers​ ​related​ ​to​ ​your​ ​business​ ​with
followers​ ​who​ ​are​ ​part​ ​of​ ​your​ ​target​ ​market.​ ​Partner​ ​up​ ​in​ ​creating​ ​a​ ​sponsored​ ​post
(this​ ​could​ ​be​ ​in​ ​exchange​ ​for​ ​money​ ​or​ ​product)​ ​and​ ​give​ ​them​ ​their​ ​own​ ​discount
code​ ​(this​ ​helps​ ​you​ ​track​ ​performance).​ ​Make​ ​sure​ ​the​ ​influencer​ ​is​ ​in​ ​the​ ​photo.
● Snapchat​ ​Takeover:​ ​​Once​ ​you​ ​have​ ​a​ ​decent​ ​following,​ ​you​ ​can​ ​allow​ ​an​ ​influencer​ ​to
take​ ​over​ ​your​ ​Snapchat​ ​account​ ​for​ ​a​ ​few​ ​hours.​ ​(It​ ​could​ ​be​ ​someone​ ​high-profile​ ​that
can​ ​provide​ ​behind​ ​the​ ​scenes​ ​look​ ​and​ ​it​ ​will​ ​draw​ ​people​ ​toward​ ​your​ ​account.)
Ad​ ​Objectives
It’s​ ​important​ ​to​ ​be​ ​sure​ ​“everyone”​ ​can​ ​see​ ​your​ ​stories.​ ​Snapchat​ ​campaigns​ ​are​ ​difficult​ ​to
measure;​ ​you​ ​can​ ​only​ ​gather​ ​data​ ​on​ ​the​ ​number​ ​of​ ​people​ ​that​ ​opened​ ​your​ ​snap,​ ​took​ ​a
screenshot​ ​of​ ​it,​ ​or​ ​sent​ ​a​ ​direct​ ​message.​ ​It​ ​requires​ ​manual​ ​tallying​ ​of​ ​responses​ ​and​ ​the
numbers​ ​disappear​ ​when​ ​the​ ​content​ ​does​ ​(24​ ​hours).​ ​You​ ​can​ ​calculate​ ​total​ ​unique​ ​views​ ​by
monitoring​ ​the​ ​number​ ​of​ ​people​ ​who​ ​have​ ​opened​ ​up​ ​the​ ​first​ ​frame​ ​of​ ​the​ ​Snapchat​ ​story.
You​ ​can​ ​view​ ​completion​ ​rates​ ​by​ ​looking​ ​at​ ​the​ ​views​ ​each​ ​Snap​ ​in​ ​your​ ​Story​ ​gets…if​ ​you
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​34

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divide​ ​the​ ​views​ ​on​ ​the​ ​last​ ​Snap​ ​of​ ​your​ ​Story​ ​by​ ​the​ ​views​ ​on​ ​the​ ​first​ ​Snap,​ ​you’ll​ ​be​ ​able​ ​to
calculate​ ​your​ ​completion​ ​rate.
http://www.skyword.com/contentstandard/marketing/what-how-and-when-to-measure-3-key-areas-of-y
our-snapchat-marketing/
Here​ ​are​ ​some​ ​possible​ ​objectives​ ​for​ ​campaigns:
➔ Snapchat​ ​exclusive​ ​promotions​ ​to​ ​increase​ ​ecommerce​ ​sales.
➔ Follower​ ​Growth:​ ​This​ ​can​ ​be​ ​tracked​ ​through​ ​the​ ​“Added​ ​Me”​ ​section​ ​of​ ​the​ ​interface.
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​35

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RESOURCES
The​ ​following​ ​are​ ​resources​ ​used​ ​in​ ​creation​ ​of​ ​this​ ​document​ ​and​ ​expand​ ​upon​ ​the​ ​various
topics​ ​above.
Facebook
FB​ ​Profile​ ​Sizes​ ​&​ ​Dimensions:​ ​​https://www.facebook.com/PagesSizesDimensions
FB​ ​Newsroom:​ ​​http://newsroom.fb.com/
FB​ ​Business​ ​Learn:​ ​​https://www.facebook.com/business/learn
FB​ ​Blueprint​ ​Certification​ ​&​ ​Training​ ​Program:​ ​​https://www.facebook.com/blueprint/?ref=footer
FB​ ​IQ:​ ​Research​ ​FB​ ​Insights:​ ​https://insights.fb.com/
FB​ ​Choosing​ ​Ad​ ​Audience:
https://www.facebook.com/business/learn/facebook-ads-choose-audience
FB​ ​Free​ ​Online​ ​Training:​ ​​https://www.facebook.com/blueprint
FB​ ​Business​ ​page​ ​to​ ​learn​ ​more:​ ​​https://www.facebook.com/marketing
FB​ ​Ads​ ​Guide:
https://www.facebook.com/business/ads-guide?tab0=Mobile%20News%20Feed
FB​ ​Ad​ ​Billing:​ ​​https://www.facebook.com/business/learn/facebook-ads-billing
FB​ ​Custom​ ​Tabs​ ​Developer​ ​Support:​ ​​https://developers.facebook.com/docs/pages/tabs
Instagram
Instagram​ ​Stories:​ ​​https://help.instagram.com/1660923094227526
Instagram​ ​Business​ ​Tools:
http://blog.business.instagram.com/post/145212269021/new-business-tools
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​36

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Twitter
Twitter​ ​Milestones:​ ​​https://about.twitter.com/company/press/milestones
Twitter​ ​Moments:​ ​​https://support.twitter.com/articles/20174961
Twitter​ ​Lists:​ ​​https://support.twitter.com/articles/76460
Snapchat
Snapchat​ ​Community​ ​Guidelines:​ ​https://support.snapchat.com/en-US/a/guidelines
Snapchat​ ​Advertising​ ​Policies:​ ​​https://www.snapchat.com/ads/policies
Snapchat​ ​News:​ ​​https://www.snap.com/news/
Snapchat​ ​Geofilters​ ​Terms​ ​&​ ​Conditions:​ ​​https://geofilters.snapchat.com/terms-and-conditions
Snapchat​ ​Stickers:​ ​​https://support.snapchat.com/en-US/article/sending-stickers
Social​ ​Media​ ​Best​ ​Practices​ ​provided​ ​by​ ​AE​ ​Design​ ​Co​.​ ​​​ ​/​ ​​ ​​www.aedesign.co​​ ​​ ​​ ​/​ ​​ ​​april@aedesign.co​​ ​​ ​​ ​/​ ​​ ​​ ​37