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Craft the Perfect Posts for the "Big 3" Social Networks

28 août 2013
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Médias sociaux Technologie

Learn how to dominate social media marketing with optimized posts for Facebook, LinkedIn, and Twitter. You can find it all here from @anum, adapted from her presentation at HubSpot's #INBOUND13 conference.

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Craft the Perfect Posts for the "Big 3" Social Networks

  1. 1. HOW TO CRAFT: THE PERFECT POSTS FOR ‘THE BIG 3’ SOCIAL NETWORKS
  2. 2. marketer, @sidekick by @hubspot co-author, twitter for @dummies #cookiecakelover @anum ANUM HUSSAIN BY
  3. 3. The Big 3 of WWII understood that world domination would only be possible by putting aside their differences, and working as a team.
  4. 4. #inbound2013 THINK OF YOUR BIG 3 SOCIAL NETWORKS THE SAME WAY.
  5. 5. It’s not about ... versus
  6. 6. It’s not about ... versus versus
  7. 7. It’s not about ... versus versus versus
  8. 8. It’s not about ... versus versus versus It’s about creating an alliance between the three greatest social levers you can pull.
  9. 9. #inbound2013 Now, this doesn’t mean you just copy-and-paste the same content across different channels.
  10. 10. It means you play to the strengths of each network.
  11. 11. Introducing 29 tips to craft the perfect posts for Facebook, LinkedIn, and Twitter.
  12. 12. NOTE: The following 29 tips are collected from various studies on social media effectiveness. Use them as starting points for success, but test each one to find what works best with your own audience.
  13. 13. FACEBOOK
  14. 14. Facebook provides six ways to launch your updates. Status Link Photo Video Event Check-In
  15. 15. 1,500 possible stories are filtered through per day on an avg Facebook user’s News Feed Lars Backstrom, Facebook Engineering Manager In fact,
  16. 16. 1,500 possible stories are filtered through per day on an avg Facebook user’s News Feed Only 20% of them actually make a user feed. Lars Backstrom, Facebook Engineering Manager In fact,
  17. 17. So how do you ensure your content is included in that 20%?
  18. 18. @anum :: anumhussain.com Images on Facebook constituted 93% of the most engaging posts. 1 ENGAGE FANS WITH PHOTOS Source: socialbakers
  19. 19. @anum :: anumhussain.com Recommended Upload Size: 1200 x 1200 px (actually publishes as 504 px width, but this ensures quality). Shared Link Preview: 1200 x 628px (actually publishes as 484 x 252 px) Shared Video Preview: 504 x 283 px 2 UPLOAD QUALITY VISUALS
  20. 20. @anum :: anumhussain.com 3 REMOVE LINKS FROM LINK COPY
  21. 21. @anum :: anumhussain.com Posts with 80+ words garner 2X as much engagement. Source: http://bitly.com/10RLYpm 4 INCREASE POST WORD COUNT Source: TrackMaven
  22. 22. @anum :: anumhussain.com Posts with 80+ words garner 2X as much engagement. Source: http://bitly.com/10RLYpm 4 INCREASE POST WORD COUNT 2 years ago, the magic formula was <80 characters. Look how much has changed! Source: TrackMaven
  23. 23. @anum :: anumhussain.com Posts with hashtags see 60% more interactions on average. # ! Posts with exclamation points see 2.7% more interactions on average. Posts that ask questions garner 23% more engagement on average. ? Source: TrackMaven 5 TRY DIFFERENT PUNCATION
  24. 24. @anum :: anumhussain.com 6 POST TO WALL BEFORE ALBUM
  25. 25. @anum :: anumhussain.com No post engagement. 6 POST TO WALL BEFORE ALBUM
  26. 26. @anum :: anumhussain.com No post engagement. 6 POST TO WALL BEFORE ALBUM
  27. 27. @anum :: anumhussain.com High post engagement. No post engagement. 6 POST TO WALL BEFORE ALBUM
  28. 28. @anum :: anumhussain.com 7 KEEP LINK TITLES <100 CHARACTERS
  29. 29. @anum :: anumhussain.com Posts published after hours (5pm – 1am EST) see 11% more interactions than those published during the work day (8am – 5pm), and 29% more than those published before work (1am – 8 am). 8 PUBLISH AFTER WORK HOURS Source: TrackMaven
  30. 30. @anum :: anumhussain.com Less than 18% of posts are published on weekends, but posts published on Sundays get 25% more Likes, Shares, and Comments than Wednesday posts. Sunday 9 PUBLISH ON WEEKENDS Source: TrackMaven
  31. 31. @anum :: anumhussain.com Source: AMEX OPEN Forum 10 EXPERIMENT WITH EMOTICONS
  32. 32. Free Facebook Resource: Haven’t built your own Facebook Business Page yet? Check out my SlideShare on how.
  33. 33. LINKEDIN
  34. 34. LinkedIn provides fours ways to launch your updates. Status Link Photo Video Link
  35. 35. Threemillion companies have LinkedIn Company Pages Source: LinkedIn In fact,
  36. 36. million companies have LinkedIn Company Pages Source: LinkedIn 87% of users trust LinkedIn as a source of info that affects decision making. Three In fact,
  37. 37. So how do you ensure your content is among the trusted sources?
  38. 38. @anum :: anumhussain.com 11 KEEP LINK TITLES <70 CHARACTERS
  39. 39. @anum :: anumhussain.com 12 KEEP LINK DESCRIPTIONS <250
  40. 40. @anum :: anumhussain.com Source: QuickSprout 13 SHARE LINKS FOR ENGAGEMENT
  41. 41. @anum :: anumhussain.com Source: QuickSprout 14 SHARE IMAGES FOR COMMENTS
  42. 42. @anum :: anumhussain.com Source: QuickSprout 15 POST VIDEOS FOR SHARES
  43. 43. @anum :: anumhussain.com Publishing 20 posts per month allows you to reach 60 percent of your audience. Source: http://linkd.in/1xZZ7GX 16 PUBLISH ONCE A WEEK DAY
  44. 44. @anum :: anumhussain.com LinkedIn is 277% more effective for lead gen than Facebook & Twitter. 17 CONVERT FANS WITH OFFERS
  45. 45. @anum :: anumhussain.com Yellow bars indicate leads generated on day of LinkedIn announcement. 18 SEND LINKEDIN ANNOUNCEMENTS
  46. 46. @anum :: anumhussain.com Yellow bars indicate leads generated on day of LinkedIn announcement. Two ways to accomplish this: 1 Start your own LinkedIn Group. 2 Engage in relevant Groups and barter for one of their announcements. 18 SEND LINKEDIN ANNOUNCEMENTS
  47. 47. Free LinkedIn Resource: Want to master LinkedIn beyond posts? Check out the ultimate cheat sheet with 35 top tips.
  48. 48. TWITTER
  49. 49. Twitter provides four ways to launch your updates. Status Link Photos Videos
  50. 50. 3y, 2m, 1d is the time it took from the first tweet to the billionth tweet. Source: Twitter In fact,
  51. 51. 3y, 2m, 1d is the time it took from the first tweet to the billionth tweet. Source: Twitter It now only takes 1 week to send a billion tweets. In fact,
  52. 52. So how do you ensure your content is seen among all that noise?
  53. 53. @anum :: anumhussain.com 1 Source: Dan Zarrella 19 KEEP TWEETS SHORT [2 REASONS]
  54. 54. @anum :: anumhussain.com 21 Source: Dan Zarrella 19 KEEP TWEETS SHORT [2 REASONS]
  55. 55. @anum :: anumhussain.com 2 This RT required the removal of my keyword #INBOUND13 1 Source: Dan Zarrella 19 KEEP TWEETS SHORT [2 REASONS]
  56. 56. @anum :: anumhussain.com 20 INCLUDE USER HANDLES FOR RTs
  57. 57. @anum :: anumhussain.com 21 UNDERSTAND REPLY VS MENTION
  58. 58. @anum :: anumhussain.com 21 UNDERSTAND REPLY VS MENTION
  59. 59. @anum :: anumhussain.com Anyone who follows both the person being tweeted at AND the tweeter can see a “reply” tweet. 21 UNDERSTAND REPLY VS MENTION
  60. 60. @anum :: anumhussain.com Including more than two in a Tweet is probably overkill, and you only need to tag the most important word that represents the theme of your Tweet. Source: Twitter and Salesforce Tweets with 1-2 hashtags receive 21% higher engagement than those with 3+ hashtags. 22 USE HASHTAGS JUDICIOUSLY
  61. 61. @anum :: anumhussain.com 17% of the top 1,000 search terms on Twitter “churn over” on an hourly basis. Source: Twitter 23DON’T FORCE TRENDING HASHTAGS
  62. 62. @anum :: anumhussain.com Tweets with images result in 55% increase in leads. 24 INCORPORATE VISUAL CONTENT Source: HubSpot
  63. 63. @anum :: anumhussain.com Instagram photos don’t appear on Twitter. 25 DON’T AUTO-POST INSTAGRAM MEDIA
  64. 64. @anum :: anumhussain.com & the data vouches against direct Instagram uploads. Source: Simply Measured 25 DON’T AUTO-POST INSTAGRAM MEDIA
  65. 65. @anum :: anumhussain.com In-Twitter Stream Photo: 440 x 220px 26 UPLOAD PHOTOS IN PROPER SIZE
  66. 66. 27 TAG USERS IN PHOTOS FOR MORE RTs
  67. 67. 27 TAG USERS IN PHOTOS FOR MORE RTs No RTs from tagged users to reach wider audience.
  68. 68. 27 TAG USERS IN PHOTOS FOR MORE RTs No RTs from tagged users to reach wider audience. RTs from all tagged (plus others!)
  69. 69. @anum :: anumhussain.com Source: Dan Zarrella 28 PLACE LINKS IN MIDDLE OF TWEET
  70. 70. @anum :: anumhussain.com For example ... Source: Dan Zarrella 28 PLACE LINKS IN MIDDLE OF TWEET
  71. 71. @anum :: anumhussain.com Links can be around 20 characters before they get cropped with an ellipses. 29 SHORTEN LINKS FOR CLEANER TWEETS
  72. 72. @anum :: anumhussain.com The most popular time to tweet is between noon and 1 p.m. local time The early morning hours is when tweets receive the most clicks, on average Source: Kevan Lee, Buffer 30 OPTIMIZE PUBLISHING CALENDAR
  73. 73. Free Twitter Resource: Want to master Twitter personally and for business? Get the full- blown guide to Twitter.
  74. 74. If you enjoyed this social media presentation from INBOUND 2013, perhaps you’ll enjoy my INBOUND 2014 presentation on business blogging? Click below to view. THANK YOU.

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