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Major Best Practices

Prepared by: Grant Kenney Senior Digital Strategist : @GrantKenney May 3, 2016 Why ? Facebook is the world’s largest social network and one of the most versatile tools available to online marketers today.

Facebook can be a powerhouse in your online strategy…if leveraged correctly.

#PureMichiganEDU Best Practices: Post Length How long are your Facebook posts?

Ideal length for a post is 40 characters. Less is more.

#PureMichiganEDU Best Practices: Structure Separate components to make posts more digestible to users.

Ask simple questions that are relevant or that could drive conversations and future

content ideas. #PureMichiganEDU Best Practices: Structure Avoid the dreaded “Big Box O’ Text”

#PureMichiganEDU Best Practices: Invite Likes

Don’t have many Page Likes?

Invite people to your page!

#PureMichiganEDU Best Practices:

Hashtags are a great way to join or start conversations to allow people to find your content.

#PureMichiganEDU Best Practices: Hashtags

Stick with one or two on Facebook to consistently use in order to increase awareness.

#PureMichiganEDU Speaking of Hashtags

ALWAYS use the Pure Michigan !

#PureMichiganEDU Best Practices: Imagery Be visual and always use compelling photos or videos.

If the post looks ugly to you, it will look ugly to your audience. Best Practices: Imagery

Speaking of being visual…

#PureMichiganEDU Best Practices: Tracking URLs

Use a URL shortener to shrink your link to avoid long and ugly URLs.

#PureMichiganEDU Best Practices: Post Data Look at your Post Data through Insights to get a breakdown of individual post performance. Best Practices: Post Types Experiment with different formats for content and use insights to deliver content that is the most engaged with.

#PureMichiganEDU Best Practices: Frequency/Timing

Post once per day on your Facebook page and use Facebook Page Insights to determine the best time to post.

#PureMichiganEDU Best Practices: Password Protection

#PureMichiganEDU Why ? Instagram is an online mobile photo-sharing, video-sharing and social networking service.

Instagram provides a veritable cornucopia of uses besides simply sharing pretty pictures.

#PureMichiganEDU Best Practices: Posting Tell a story with your images and give people something they can’t get themselves to get a behind the scenes look.

#PureMichiganEDU Best Practices: Hashtags

Research the hashtags you want to use to ensure they’ll be seen by a relevant audience.

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#PureMichiganEDU Best Practices: Hashtags Use 3-5 hashtags when posting to Instagram.

#PureMichiganEDU Best Practices: Engagement Engagement plays a key role in growing and cultivating a successful Instagram presence.

#PureMichiganEDU Best Practices: Engagement Regularly search for content and relevant hashtags relating to your business or DMO and either like or comment.

#PureMichiganEDU Best Practices: Frequency/Timing • Post four times per week to Instagram • Users are more active on weekdays and weekends and busier at night • See what works best for your brand and analyze results • Use free tools like Squarelovin or PicStats

#PureMichiganEDU Five Uses for Instagram Pictures • Include email newsletters • Showcase in your blogs • Share on Facebook and other social networks • Include in visitor guides • String multiple Instagram pics together into a video

#PureMichiganEDU Geotagging Geotagging allows you to create and “check in” to your location on Instagram.

#PureMichiganEDU Why Twitter? Twitter specializes in short messages, which may include photos or videos.

Twitter tends to have a higher learning curve than other social networks, but can be effective if used properly.

#PureMichiganEDU Twitter as an Amplifier Send out more than one tweet to promote a single piece of content. Deliver multiple tweets with slightly different angles. • The first tweet builds awareness • The second tweet is in the form of a question • The final tweet features a fact from the content being promoted

#PureMichiganEDU Best Practices: Recycle! Repeat and recycle relevant and popular content – just change your language!

#PureMichiganEDU Evergreen Content is Perfect for Twitter

#PureMichiganEDU Twitter as a Traffic Driver Like Instagram, the prevalence of hashtags on Twitter allows you to reach a multitude of people who may not be aware you exist.

#PureMichiganEDU Twitter for Customer Service The natural back and forth nature of Twitter makes it a great resource for customer service and handling issues. Best Practices: Tweet Length Ideal length for a tweet is 100 characters.

#PureMichiganEDU Best Practices: Engagement

• Reply and Like when others reply to your tweets • Don’t retweet every mention you gets • Search for related hashtags and Like or comment on what you come across

#PureMichiganEDU Best Practices: Structure

Familiarize yourself with the way a tweet is sent and don’t be afraid of Twitter!

#PureMichiganEDU Best Practices: Pictures Tweets with pictures get more attention than those without – but don’t force it!

#PureMichiganEDU Best Practices: Frequency/Timing • Tweet 4-6 times per day • Typically, posting before lunch and the early evening works best • Use a tool like Tweriod to find your best times to post Best Practices: Use Lists Separating different accounts into Lists is a great way to sift through the noise to find relevant content.

#PureMichiganEDU Best Practices: Management Tools like Hootsuite or Sprout Social can cost money – but are excellent tools for social media managers to monitor, schedule and respond to content.

#PureMichiganEDU Why Pinterest? Pinterest allows users to share and “Pin” items of interest to collections, also known as boards. Pinterest can be a great way to drive traffic to your and showcase experiences visually.

#PureMichiganEDU Best Practices: Buttons

Add the Pin It button to make it easier for people to Pin from your website and add the a Follow button on your website and in your newsletter.

#PureMichiganEDU Best Practices: Pinning Pin regularly so your content appears in your followers’ feeds and in search.

Also be sure to add compelling and specific descriptions to Pins.

#PureMichiganEDU Best Practices: Pin Sources

Pin your own content from your own website to leverage the platform more effectively so you’re sending people back to your site.

#PureMichiganEDU Best Practices: Engagement Follow other Pinners and search for Pins that relate to your business so you can like and comment.

#PureMichiganEDU BEST PRACTICES: SEO

Optimize the About section, Boards and Pins are optimized for search with relevant keywords.

#PureMichiganEDU Place Pins and Boards

Place Pins and Boards include extra details like addresses and phone numbers and may be plotted on maps.

However, these are special kinds of Pins and Boards…

#PureMichiganEDU Rich Pins Rich Pins are Pins that include extra information on the Pin itself.

To get started, you'll need to prep your website with tags, test out your Rich Pins and apply to get them on Pinterest.

If you're not technical, you might want to ask your developer or site owner to help get you going! developers.pinterest.com

#PureMichiganEDU

Embedding

#PureMichiganEDU Widget Builder

Use the Pinterest Widget Builder to create different kinds of embeddable content from not just any of your Pins and Boards – but anyone’s.

#PureMichiganEDU