Your social channels are one of the first touch points for your customers. Facebook, Instagram, Twitter, LinkedIn, and other sites are all great tools to reach new customers, unite your communities, and engage your audience.
But there is no secret to social success; to perfect your social strategy, you have to do a lot of testing and measuring to find out what works and what doesn’t. Even the best Facebook advertising agencies go through the same process.
Optimizing your social strategy will take some trial and error, but let your findings guide you. Here are some tips to help you get started:
1. Picture Perfect
It is incredibly important to use the correctly sized images when sharing on social. If you don’t pay attention to the dimensions of the images you are using, they could end up looking distorted or get cropped incorrectly.
You want your profiles to present your business in the best light possible. To do this, use the highest-quality images you can and be sure they are the appropriate size for each platform. Each channel will have different requirements, so be sure to check the measurements of each site.
2. Posting Frequency
The number of posts you should share for each social channel varies from brand to brand. Some companies will post on Facebook multiple times a day, while others will only post a few times a week.
You can follow general rules for different channels. For example, data has shown that tweeting 1-4 times per hour is the most effective. When it comes to Instagram, the platform recommends posting anywhere between once and 10 times per day. That is a large gap, so it is best to test different frequencies yourself.
All brands are unique, which means their audiences can differ. What works for one may not work for the other. Learning what your followers respond to best will help you fine tune your social strategy even further.
Similar to how often you post, the time of day you post is also important. But again, there is no one time that is best for everyone. Your audience may engage with your content at different times than someone else’s, so you need to look through your data to glean what is the most successful.
Go through your social publishing tools and look to see what times of day your content gets the most clicks, shares and/or likes. Optimize your content to be shared when your audience is historically most active with you.
It is important to remember that likes and shares do not necessarily translate into sales. In fact, if sales is your main goal, it may be better to look at when people buy the most from your posts and align your social strategy to those times.
You want your online presence to be found easily by your customers, so make sure links and icons to your social platforms are easily found on your website. Also make sure to incorporate social sharing buttons in emails and other forms of communication you may use. The easier it is, the more likely that people are to do it.