Each of these networks has its own special strengths and purposes. Choose the ones that are right for you and fit how much time you have.
As in life, it is better to be positive than negative. Be full of generosity when you see things that you like.
Still the gorilla of social media, Facebook has a considerable userbase globally. In Australia, a whopping proportion of us are active users. When you cut out the very young and the very old, you can appreciate the numbers. If there is one place you are going to be, it should be Facebook, no matter what kind of business you are in.
Edgerank: the more interactions your post gets, the more people will see it.
- Use Facebook Insights to see who is engaging and what posts are popular (or not)
- If you have images online to share, link to the URL (except for video)
- Interact with other pages
- Upload video here natively. Facebook competes with Google, which owns YouTube
My next best big gun. Used by journalists everywhere, bloggers, opinion leaders, politicians, et al.
- Twitter is excellent as a Search tool (you don’t even need to post). You can find events and popular #hashtags for your industry
- By all means, piggyback off national and State event/awareness days. They have well-publicised event #hashtags
- Try to get noticed/retweeted by the key influencers in your area
- Repeat your tweets 2 or 3 times, spreading them a few hours apart
- Add a few images for each tweet
Google Plus is owned by Google so it goes without saying that it is good to use it. The SEO for these posts is excellent, of course, and for that reason alone, I recommend it highly.
While ‘Ripples’ is no longer supported, Google Hangouts on Air are still around although they are now done through YouTube. Here is how to stream live through YouTube and Google+ Hangouts on Air.
- Use streaming (through YouTube) for focus groups or your expert panel (they can be public or private)
- For plain text article excerpts, stylise your text
- Use hashtag.
- Use polls
These are more personal and visual accounts and about sharing slices of life. For a business, it’s best to have a personal angle by enlisting someone to make the updates based on their experiences at work (staff/CEO/whoever). Lufthansa, for example, uses pilot photos of places through the cockpit window.
- Remember, companies don’t Instagram, people Instagram.
- Use 5 to 10-word captions for images
- Use hashtags
- Look at what’s popular
This is the network for the highest quality content. Allows you to position yourself for competence and expertise.
- Posts can be 500 to 1,000 words
- Integrate Slideshare for your presentations
- Integrate issuu for your reports and booklets
- Customise the ‘connection’ request
- Get staff to share them on their profiles so they show up to a proper audience size.
- Participate in Groups (if you can find a relevant group to you).
This is a very aesthetic network.
- Pin professional photos.
- No hashtags
Integrate Blogging and Social Media
Almost everyone seems to be doing this now, but this is the recipe I think works best.
- After writing your post, get a quality image from a stock site like https://www.pexels.com/pexels that is royalty free.
- Have social share buttons (to everything) on every blog post.
- Send multiple Tweets (at least 3) linking to your article.
- Add a photo and link to your Facebook Page.
- If it is super newsworthy, submit a version to a media release distribution agency like MediaNet.
- Publish on Medium through ‘Import Story’.
- Create a 500 words synopsis and publish on LinkedIn and Google+.
- Turn your bullet point articles into slideshows with Slideshare.
- Turn your SlideShare presentations into videos for YouTube.
- Email your list a heads-up with the link.
- If you still have time, do some Guest Blogging for other sites.
I hope that gives you a great toolkit. Remember, you have limited time and resources, so pick what you can achieve and schedule in some time each week for your social media.
Photo by picjumbo.com from Pexels