Social Media Publishing

Content suitable for a client’s Instagram page differs significantly from what is appropriate for LinkedIn. To optimise social media use effectively, incorporate these five best practices when developing your client’s social media strategy.

Encouraging Content Sharing on Your Platforms

Always provide a “Share” option. This is obvious on social networks such as Facebook and Twitter, where a share function is built in, but for a personal blog or the News section of your website, ensure people can share items easily with a single click. Include a call to action such as, “If you enjoyed what you just read, please share with your contacts.”

Tailoring Content for Each Social Media Platform

Establish what’s appropriate for each social networking site. As mentioned earlier, Instagram and LinkedIn use different types of content, so a blanket update using one piece of content is not likely to resonate with audiences. Instead, list each active social media profile and determine what type of content – video, images, text – is best suited to each one.

Clarifying Social Media Publishing Permissions

Be explicitly clear about publishing permissions. If your consultancy is publishing on behalf of your client, you need to specify which staff members have permission to update your client’s social media accounts. Avoid confusion and make the process as smooth as possible.

Optimising Content for Mobile Users

Make your content mobile-friendly. Millions of people use their smartphones to access social media sites, so if your content isn’t optimised for mobile, you’re missing out on a crucial audience segment.

Extending Social Media Engagement Beyond Business Hours

Don’t forget about nights and weekends. Just because office hours end on Friday doesn’t mean people stop using social media. Schedule social media updates for nights and weekends and decide if someone needs to manage comments and questions from followers during these times.