In our first blog, we shared how to post on social media. In this second blog, we share what to post.

1. Understand your objectives and engaging content will follow
Be clear about what you want to achieve and what your objectives are. This will help you to create more tailored and engaging content. Content should be posted regularly and be of a consistently high-quality, offering insights with visuals which encourage higher levels of engagement.

2. What to post, where
Some content works across different social media but as a rule of thumb, Pinterest and Instagram are primarily visual, while Facebook and Twitter require more of a written narrative, supported by imagery. LinkedIn is largely blog-driven, supported by visuals

3. Keep content original/engaging
Remember the 80:20 rule – keep 80% interesting, conversational, and 20% promotional or it will be a turnoff!
Social media isn’t free advertising. It’s about giving people a reason to follow you and interacting with those who do in order to encourage brand loyalty longer term.

Post regularly to maintain a high-profile presence. Suggestions for content include product news, seasonal information, issues-based or corporate news, people, contracts, photo opportunities, testimonials to demonstrate your expertise and articles and insights from key media or influencers. Build relationships by reposting/liking/replying to any relevant posts from employees/customers/influencers, especially where you are tagged.

Tip – keep it conversational and don’t be afraid to post twice. Twitter alone sees 500 million tweets a day so the chances are that a lot of people missed it first time around.

4. Get visual
84% of communication is visual. Include images, videos and infographic is to add personality and links to increase engagement. Twitter’s research shows that people are three times more likely to engage with tweets containing photos and videos.

5. Maximise your posts
Use hashtags to make you part of a wider conversation to make your tweets go further and visible to a broader audience. Tag people and organisations directly. Include website links to drive traffic back to a blog. Best practice is to use no more than two hashtags per Tweet.

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