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The Five Series // Social Media Presence

So you have a kickass website (that we designed?) and/or you have a kickass product/service that should really be getting more attention…what to do? Three words: social media presence.

The web is vast and social channels plentiful. I’m assuming your company has accounts on the biggies. But are you utilizing those platforms to your advantage? Maybe. Just in case, I’m going to share some tips that I’ve learned through trial & error & investigatory measures that can help you garner more site traffic.

1. Social media: the general rules of thumb
BE BRIEF. People have a short attention span on social media. Don’t write a paragraph if you can say it in one sentence.

Have intention. Ask yourself if the purpose of the post is to inspire the user, inform the user, get the user to act, or a mixture of all three. Tailor copy accordingly.

Always try to say things in different ways. Google utilizes latent semantic indexing so redundant copy will do nothing for you.

Utilize shortened/custom URLs when you can. It looks cleaner and helps to track engagement ( is a popular choice).

2. Facebook: the mothership
With 1.23 billion monthly users, odds are fantastic that your target audience is among them.

Facebook uses algorithms that control who sees what and how often (and those algorithms are ever-changing so stay updated). Those algorithms are why your reach on each post isn’t equivalent to your number of followers.

Vary your post types. If you’re posting three times a day, post in three different ways (photo, blog build out, video, text-only, etc). Facebook rewards fresh, creative, and engaging content.

How often should you post? A study by Socialbakers found that the sweet spot for a company is 5 to 10 posts per week.

Hashtags on FB aren’t necessary. Sure, use them if they’re applicable to a campaign or really relevant to content, but don’t use more than 1 or 2. Don’t believe me? Data shows that posts with 1 or 2 hashtags averaged 593 interactions, while posts with 6 to 10 hashtags averaged 307 interactions.

3. Twitter: the ADHD playground
There are 350,000 tweets sent out per minute. That is a lot to see and not a lot of time to see it. The more you tweet, the more opportunities you have to engage with fans.

Google now provides tweets in search engine rankings. This means that relevant keywords and content matter so be mindful when you’re crafting your tweets.

Mention people using their handles (“@”) and include hashtags. Both are searchable.

Hopefully you don’t need to know this tip, but Twitter limits you to 2,400 tweets per day so remember that before you go all crazy. And retweets count as tweets.

4. Instagram: the king of social engagement
According to Forrester Research, Instagram posts generated a per-follower engagement rate of 4.21%…58 times more engagement per follower than Facebook, and 120 times more engagement per follower than Twitter.

Utilize hashtags! Use ones that are obviously related to what you’re posting, but also anticipate what other hashtags people might be searching for that could be applicable to your post. 11 hashtags is the magic number. Go figure!

Data shows Sundays are the most effective days to post as far as engagement. Not by much, but interesting anyway.

Cross-promo: Link your Instagram to your Twitter (and even FB). When you publish a pic, it will be sent out as a tweet too. People love love love photos on Twitter.

5. LinkedIn: the businessman’s mecca
It’s the largest professional networking site in the world, and has 332 million professionals to prove it.

If you’re trying to engage millennials, LinkedIn may not be your answer. Only 13% of millennials use it. However, there are 4 million company pages and 89% of them think it’s extremely useful in developing their business (previous links are no longer active).

Create targeted Showcase Pages. They branch off from your main company page and allows you to feature products and services.

When in doubt, pay for sponsored updates. They promote your message to others outside your company page following. At the same time, you can target who sees that message, so your marketing efforts can be focused on the right people. Bam!