more than just words

The words behind your company’s Facebook posts or tweets are important. More important, perhaps, than the act of posting or tweeting itself. Understanding the science and thought process that goes behind an effective and engaging social media post can help boost your company’s influence online.

plan it out

Posting or tweeting everyday can be a monotonous task, especially if the information you are posting about is repetitious or lackluster in anyway. Creating an editorial calendar for your social media networks can help alleviate the task of generating a post or tweet on the spot. Treat these editorial calendars like a timeline. Plan out what your company is going to post, tweet and even pin about for weeks or months at a time. This way, you have more time to tailor your information to your target audience and strategize about ways to increase engagement.

the language of ‘like’

The infamous Facebook ‘like.’ Companies and marketers alike vie for them. This small, universal symbol for the popular social networking site can help promote your company and increase your social media influence if done right.

So, don’t overly promote your company. After a while, posts like ‘My company is the best,’ and ‘Our company is better than any others on the market,’ will stop receiving ‘likes’ and start to hinder user engagement. Social media users who already ‘follow’ or ‘like’ your company’s page have already shown their support. What they want, instead, is personality; to know that they are not just connecting with a computer. Intersperse your self-promotional posts and tweets with breaking news about your industry, helpful tips and tricks or even a recipe or two to keep your target audience interacting.

snapshots of success

According to a study conducted by Web Liquid, .37% of Facebook users engage with photos more so than with any other Facebook post type. Use this to your advantage. Post flyers for an upcoming promotion, create an album from a successful event or post a photo of your office cat. These stand-out posts or tweets will capture the attention of your targeted audience and, as a result, initiate a connection.

Whether posting a photo, a promotional status or important industry news, it is important to remain conscious of the craftsmanship behind a social media post that keeps users coming back for more.

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At esd, we write white papers on a broad variety of digital media topics, from lead nurturing and email marketing to search engine optimization and B2B buyer personas. Consult our media library for in-depth answers to all your digital media questions.