In the world of social media many businesses feel they are properly optimizing their profiles and pages by simply completing all the required information and uploading a great graphic and logo.
Unfortunately or fortunately, no matter how you look at it, with social media it doesn’t end there.
Content – the word that buzzes everyday throughout the web is essential in keeping your social media pages active and current. That’s because if your last posts were dated from early 2014, it gives the impression your company is no longer in business or no longer cares about their customers in a social setting. According to a Nielsen study, 33% of users prefer to contact brands using social media rather than the telephone. Even more alarming for companies who don’t consider social channels important is that Gartner reports that failure to respond via social channels can lead to a 15% increase in the churn rate for existing customers.
Aside from creating content on a regular basis, it is very important that you are properly optimizing that content. So what exactly does that mean and entail? Here are some examples:
If you are utilizing Twitter and its 140-character micro-blog you will always want to include a relevant hashtag or two. This will help in your content getting found by people who aren’t necessarily following you.
In addition, it is now recommended to utilize all 140 characters in your tweets (in the past they always suggest to leave some characters for others to comment) as now Twitter has allowed users to quote other Tweets without using up the original 140-character limit. This means you now have the ability to say more and still have others comment back.
If Facebook is the platform your company utilizes when talking about another company or brand in your post, make sure to include the @symbol before the name. This will automatically open up a drop down list of potential users you are trying to reference. By doing this action makes that word or term clickable and provides that user with a notification that you are mentioning them in your post.
Another Facebook optimization tip is to utilize emoticons within your posts. These little visual icons do a great job in catching a reader’s attention within their busy feed.
As for LinkedIn you will want to keep your title to 70 characters or fewer when posting a blog post with a hyperlink. Otherwise it will get cut off mid sentence and not look very professional. You should also keep link descriptions under the title short. This content usually appears after you add a link. You are though able to edit it so that too doesn’t look cut off. A good benchmark is to keep that area at 250 characters or less.
Lastly unlike Facebook and Twitter that recognizes hashtags, LinkedIn DOES NOT. That means when you add a #hashtag to your post it won’t do anything but make your post look funny and incomplete.
If your company utilizes the popular network of Instagram you will also want your content to be properly optimized for this photo-sharing platform. Unlike its parent company of Facebook, Instagram doesn’t allow for clickable URLs in your content descriptions. That means if you want to provide more information on the photo or video you are sharing, the URL you are showing in your copy won’t be clickable and most likely will not get typed in manually via a mobile web browser. If you do want to add a link to your Instagram post utilize a shortner such as bit.ly, which allows URLs to be personalized. This way people can easily remember them and type them in.
While it is very easy to upload a video to your company YouTube channel, it takes some time and effort to get others to actually view and watch it. That means you need to properly optimize it. A full description and keyword tags of the video should be included with each description starting with a URL. YouTube allows URLs in the description field to be clickable. Utilize that feature!
In addition, when titling your video, include a colon within the title. This will help the video to get picked up for more than one description within Google’s Universal Search. (Google owns YouTube).
Lastly, every time you add a video to YouTube you should include a YouTube Card. These cards provide a call-to-action for the video so viewers can get more information about the product or service you are showcasing while they are watching it or when they concluded watching it.. These cards are visual on both YouTube.com on a browser and via the YouTube Mobile Device App.
Ultimately, content optimization depends on which social network you are using. While one strategy may work great on one network, it can be a big mistake on another. This can be critical in your overall social media marketing success.
About Author: Elizabeth Victor is Brand Advisor for Isentia, leading media monitoring service in APAC. She enjoys sharing tips on media intelligence and analytics as well as media monitoring and PR software.