This brief list of tips for sharing on LinkedIn, Twitter, and Facebook doesn't cover all aspects of sharing on social media, but covers the basics so you can get started.
Every touch on social media is a chance for you to gain the trust of your customers and potential customers by showing yourself to be helpful and knowledgeable. Don't forget to be personable, within your brand guidelines.
And have fun. Social media is a great marketing tool, but it's also full of fun surprises and unexpected chances to get to know your customers. Don't be so focused on “getting the word out” that you miss the serendipity of social media.
Twitter has such a small half-life (the last time I looked it was 7 minutes) that frequency is a good thing. There are no hard and fast “rules” for how much to share daily.
Blog Post Sharing Frequency:
New Post. Push each post 20 to 30 times on a decreasing frequency basis. For example, 3 to 4 times per day for 2 or 3 days, then 2x day for 3 or 4 days, then 1x day for about a week -- vary the time. Don't skip weekends -- many folks spend Saturday mornings reading social streams.
Older Posts. Once a month or so, check the performance of posts on popularity and click throughs on CTAs. Share them again. There are no hard and fast rules for this – sharing these again once or twice a day for two weeks works though.
Assets. Share continually.
- Limit hashtags – 3 is a good number
- Change hashtags and messaging for tweets
- If a tweet gets engagement (Rts, clicks, etc.) – keep sharing it
- Pin important tweets to the top of your Twitter stream – events, popular blog posts, new assets are all good candidates for this.
- If a post mentions a company, “@” their twitter handle to encourage them to share it
- Use images and text only tweets. Attach an image from the article or create a “quote image.” For a quote image, pull a short sentence/quote from your post and use a simple tool like Buffer's Pablo (https://pablo.buffer.com/) to add visual interest and have your tweet stand out. Twitter, Hootsuite, HubSpot, and other Twitter sharing tools all have an “attach image” button.
- Tweets no longer have to be 140 characters. It's still a good idea to keep them that short.
- Thank people for sharing your content.
- Spend time engaging customers and others online, ask questions, use polls, etc. Don't use Twitter as a one-direction news feed – make it a two-way conversation.
- Look at your publishing feed weekly – to be sure you have a good mix of old, new, and third-party content.
- Don't Just Share Your Own Content! At LEAST half of your tweets should be retweets of other's content that's relevant to your audience. As you read articles and blogs, share them. Share research. Engage in fun hashtags like #TBT or #TGIF.
If someone takes the time to “like” your company Facebook page, they're a fan or at least interested. This is where you want to show your company personality a bit more beyond the strictly business side.
Blogs and Assets. Share new posts two to three times in the first week. Give a quick summary of the post in your message – beyond the title. Spend a few minutes on what they're going to learn or single out one key takeaway from the post.
Events. Share event info weekly
Community Involvement/Photos/Customers or Employees Doing Fun Things. Share them. With photos.
Facebook Live. Don't be afraid to experiment – invite customers/potential customers to ask questions on Facebook live (market the event beforehand) about new offerings. Answer two customer questions each week on a Friday. Announce new products or services.
- Pin important info to the top of your page
- Say “thank you” and respond to every comment
- Encourage people to share
- Use your header to highlight what's new/important – change periodically
Company execs should republish blog posts as long-form posts on LinkedIn 4 to 5 days after the blog is initially published. Only individuals can publish on LinkedIn, you cannot post as your company.
Takes about 5 minutes once you're used to it (took me longer to type these instructions than it does to publish one). I generally lag publishing to LinkedIn by 5 to 7 days from original publish date. That allows Google to index the original location.
- Copy the blog you want to add from your blog page
- Go to LinkedIn. On your newsfeed page, click "add an article" -- it'll be at the top of the feed column as an option.
- Paste the copied text into the body.
- Copy or type in the headline
- Go back to the Coordinated blog, right click to save the blog image.
- Back to LinkedIn, click the plus button between the two photo icons. Upload your image.
- If the image doesn't fit, you'll see 3 icons -- click the one in the middle.
- Quickly skim the post to make sure formatting is fine (I find it 99% accurate) -- fix any oddities.
- At the end of the blog, add: Originally published on the Coordinated company blog. Highlight "coordinated company blog" then click on the paperclip icon above the main image. paste the main blog URL into the popup then click "apply": https://www.coordinated.com/blog
- Click publish.
- Write a short description in the popup -- include a few hashtags depending on the topic #copier #printer #officeequipment #ROI, etc.
- Click publish again.
All content (blogs, assets, videos, etc.) should be shared on the company page once.
Individuals should also share blogs and other content assets as updates in their feeds. In general, items should be shared less frequently than Twitter. It's OK to share the same post or asset multiple times. Once a week should be OK. If you receive push back from your connections – “Why have you shared that asset 10 times in the last week? It's annoying” – decrease the frequency.
- Much like Twitter, share updates from others you follow.
- Individuals, such as those in sales and marketing, should join groups to share company information as appropriate. DO NOT SELL! Answer questions honestly, NEVER PUSH YOUR PRODUCTS OR SERVICES.
- LinkedIn groups are a great place to connect with customers and potential customers. Be helpful and polite.
As with every marketing effort, this only scratches the surface of what you can do and how you can measure. However, this will get you started. And you'll never get beyond the surface unless you start.
So get started.