Version 1.0

Content Strategy - Understand how you sound.

Promotion - Strategies for social media, including frequency.

Tools - Marketing automation, tracking, lead generation, social awareness

Contents

1. Preface

1.1. About This Guide

1.2. Intended Audience

1.3. Revision History

2. Voice & Tone

3. Promotion

3.1. Hashtags

3.2. LinkedIn

3.2.1. Posting Frequency & Time

3.2.2. Who

3.2.3 Image Sizes

3.3. Google+

3.3.1. Posting Frequency & Times

3.3.2. Who

3.3.3 Image Sizes

3.3.4. Google+ Cheat Sheet

3.4 Twitter

3.4.1. Posting Frequency & Times

3.4.2. Who

3.4.3. Strategy

3.4.4. Images

3.5. Facebook

3.5.1. Posting Frequency & Times

3.5.2. Who

3.5.3. Strategy

3.6 Instagram

3.6.1 Creative Strategy 14

3.6.2 Tagging & Hashtags

3.6.3 Frequency

3.6.4 Followers

3.7 Pinterest

3.7.1. Creative Strategy

3.7.2. Descriptions

3.7.3. Frequency

3.7.4. Time of Day

3.8.4. Followers

3.8 Blog Posts

3.8.1. Evergreen content

3.8.2. White papers

3.8.3. Commenting

3.8.3. Clients

3.8.4. Applicants

4. Tools

4.1. Hashtags

4.1.1. Explore Google+

4.2. Google URL Builder

4.3. Automation

4.3.1. Buffer -Bufferapp

4.3.2. Zappier - Zapier

4.4. Landing Pages | Heat Maps | SEO

4.4.1. Unbounce - Unbounce

4.4.2. Crazy Egg - CrazyEgg

4.4.3. Moz - Moz

References


 

1. Preface

1.1. About This Guide

This document outlines how to socially communicate online to produce engagement. It outlines most commonly used platforms, how to best use them, as well as a collection of tools allowing you to work smarter, not harder.

Like the web and social media, this is a living document and will change . Different industries require different strategies. This document is not intended to be a definitive end all. It’s a great kick off point, but you must conduct tests yourself to see what social platform is best for you and your organization as well as what times work best.

1.2. Intended Audience

Marketing and Business Development departments

1.3. Revision History

Revision 1.0 — April 2014

2. Voice & Tone

Voice: Your brand personality described in an adjective. For instance, brands can be lively, positive, cynical, or professional.

Tone: A subset of your brand’s voice. Tone adds specific flavor to your voice based on factors like audience, situation, and channel.

Essentially, there is one voice for your brand and many tones that refine that voice. Voice is a mission statement. Tone is the application of that mission. 1

 

 

The above image is from a Buffer blog post 1

 

Character / Persona

Who does your brand sound like? If you picture your social brand as a person (a character), here is where you can flesh out this identity with specific attributes that fit who you want to sound like online.

 

Tone

What is the general vibe of your brand?

 

Language

What kind of words do you use in your social media conversations?

 

Purpose

Why are you on social media in the first place?


 

3. Promotion

 

Lasting success is built on great relationships. Build demand for your services by promoting your clients first, your business second. Also, don’t talk to the wrong people. That means to be sure and not publish your posts when it’s simply convenient for you. 2 Do your homework to discover when your users are online.

 

General words that make posts more viral

 

 

Smart

Surprising

Science

History

Hacks (hacking, hackers, etc)

Huge/ big

Critical

 

3.1. Hashtags

A word or unspaced phrase preceded by a hash or pound sign (#) which is used to identify messages on a specific topic.

 

While completely arbitrary, begin by developing the 7 best tags for your clients, industry and company totalling 21. Be sure to stick to these tags, reviewing them once a quarter.

 

Note — LinkedIn has withdrawn hashtags. 13

3.2. LinkedIn

Become a thought leader. LinkedIn sends nearly four times more people to your homepage than Twitter and Facebook. 14 You will be top of mind by building credibility and trust through what you share by showcasing industry news, personal viewpoints and clientele highlights. Plus, if you don’t do it, you leave an open door for your competition to take your spot.

3.2.1. Posting Frequency & Time

 

1x per day. Morning is probably best.

No weekends

 

3.2.2. Who

 

Clients

Industry News

Company Blog Posts

 

3.2.3 Image Sizes

 

LinkedIn Cover photo size: 646 x 220

LinkedIn Profile photo size: 100 x 60

 

3.3. Google+

Every other social platform garners better results with the use of shorter posts. Google+ however works differently. Don’t simply post a link to content. Instead, add a descriptive summary, providing points and explain why. You should also use great imagery with your post.

3.3.1. Posting Frequency & Times

 

2x per day

Morning and evening

No weekends

 

3.3.2. Who

 

Clients

Industry News

Company Blog Posts

 

3.3.3 Image Sizes

 

Cover photo size: 1080px by 608px

Profile photo size: 270px x 270px

 

3.3.4. Google+ Cheat Sheet

 

The above image is from Moz.com 3

3.4 Twitter3.4.1. Posting Frequency & Times

 

 

1x per hour when industry users are online. Generally speaking, shoot for 6am - 10pm totalling 18. Thinking about 6am EST - 10pm PST.

Change your times based on tests.

 

3.4.2. Who

 

Clients

Industry News

Company Blog Posts

 

3.4.3. Strategy

 

Tweets with images get 2x the engagement  than of those without. 4

Tweets of less than 100 characters get 17% more engagement. 4

Tweets with hashtags get 2x more engagement. 4 Use no more than 2 hashtags.

Tweets have a 12x higher chance of being retweeted if you ask for it, and 23x higher if you actually spell out the word “retweet”. 4

Test yourself to discover what headlines work best.

 

3.4.4. Images

 

Twitter Header size: 1500 x 500

Twitter Profile size: upload 400 x 400

 

 

3.5. Facebook

 

The less people want to be at work, they migrate to Facebook.

3.5.1. Posting Frequency & Times

 

1x per day when industry users are online.

Change your times based on tests.

 

3.5.2. Who

 

Clients

Industry News

Company Blog Posts

 

3.5.3. Strategy

 

Photos
Photos get 53% more likes, 104% more comments and 84% more click throughs 5 In a nutshell, using photos will garner 39% more interaction. 10 Must focus on the use of self-explanatory pictures.

Timing
While debateable, a good rule of thumb is between 9am - 7pm, with a slight focus on early afternoon. Test your success to find the best time for your followers. Be aware that Facebook engagement is 18% higher on Thursdays and Fridays. 6

Questions
Questions get 100% more comments. You will get the best result when phrasing it with “Should”, “Would”, or “Which”. 10

Posts
Posts with 80 characters or less get 66% more engagement. 5

Facebook Cover photo size: 851 x 315 | How to make a Facebook Cover Photo for $15

Facebook Profile photo size: upload 180 x 180 | How to make the best Facebook Profile Picture

NEW April 2014! Here’s a COMPLETE infographic of ALL Facebook photo sizes, current as of April 2014:Facebook sizes infographic. Includes all ad sizes too.

Updated April 2014! Helpful tips on sizing Wall Photos and more: 2014 Facebook wall photo sizes tips.

 

3.6 InstagramThe Power of Instagram in Numbers

 

 

A close friend recently had this to say. “I follow someone on pinterest who has 8 million pinterest followers. The average amount of re-pins her pins get is 200. I follow someone on Instagram who has 100,000 followers. The average amount of likes her photos get is 5,000. Compare those percentages.”

3.6.1 Creative Strategy 14

 

Show your followers some behind-the-scenes shots to help them know and love your business.

If you are a restaurant, feature your chef and show new specials before they are even introduced at the restaurant.

If you are a workplace full of cubicles and 9-to-5ers, share your work environment, photos of your employees, and community outings.

 

3.6.2 Tagging & Hashtags

 

Tag businesses in your photos as often as possible. For instance, if you take a photo with napkins from oh joy for target, mention @ohjoy in the caption, and #ohjoyfortarget. (find out what their hashtags are). if you are photographing yes ma’am notecards that you bought, tag @yesmaam in the caption and #yesmaamregram.

Tags are important to help gain more awareness and followers. While it’s best to use 2 tags on twitter, you can use more on this platform. Don’t get too crazy however for you can attract spammy people.14

Place hashtags in your first comment.

 

3.6.3 Frequency

 

Just as this article states 14, the pace of Instagram is slower. Just be consistent with your posts. You don’t have to do one everyday. Take the time to take a good photo and share those instead of randomness.

 

3.6.4 Followers

 

Just like you, people want comments on their photos as well as likes. If they have 500 followers or less, they will very often comment back.

Begin to engage those who have liked or made comments on your photos by liking some of their photos.

After working on step 2 for a while, you will learn which followers take interesting photos. Follow them back.

 

Be brave. Don’t panic about commenting on photos. Say something if you have something to say. Remember when you make a comment, you are doing the photographer a favor. You are helping them. You are making them feel good. This is of course if it’s nice. Never say anything mean on instagram for you’ll get skewered on there for that. People have been vilified in an instant on rach parcell and j.crew’s feeds for one tiny slightly negative comment or mild criticism

 

3.6.5 Images

 

Instagram Profile Photo size: 110 x 110

Instagram photo size: minimum 612 x 612 for good quality

 

3.7 Pinterest3.7.1. Creative Strategy

 

 

 

Pin your content (20%) and other’s content (80%)

Pin only high-quality, visually-engaging photos

Create one board for each category relevant to your brand.

Organize pins onto appropriate boards.

Arrange your most popular boards so that they are at the top of your profile.

At this time, commenting on pins is not commonplace.

Follow industry leaders as well as small, independent pinners in your genre.

Install a “pin-it” button on your website so that your images can be easily pinned.

 

3.7.2. Descriptions

 

Hashtags are not used on Pinterest

Pinterest’s search engine uses descriptions, therefore use as many keywords as possible in your pin’s description.

 

3.7.3. Frequency

 

Several pins, several times per day.

Do not pin more than 12 pins at one time.

 

3.7.4. Time of Day

 

Test to see when your followers are online

 

3.7.5. Followers

 

Add a Pinterest social media button to your website

Be active on Pinterest, as well as on other social media.

Invite followers of your blog, newsletter, or other social media accounts to find you on Pinterest.

 

3.7.6. Image Size

 

Pinterest Profile Photo size: 165px x 165px

Maximum pin width: 735px

 

 

3.8 Blog Posts3.8.1. Evergreen content

 

 

Evergreen content is a term given to content that has longevity and can be as relevant in two years as it is at the time of its writing. It addresses the inherent needs of the particular audience you're targeting and is often more in depth. 7

 

 

Be the definitive source 8

Write for beginners 8

Narrow your topic 8

 

 

Everyone wants to be taught

 

 

Use “Introduction”

“The beginners guide”

“In 5 minutes”

“DIY”

 

3.8.2. White papers

Producing great content once a quarter or once every 6 months is of great aid to showcasing your thought leadership. Break up your white papers into a blog post series once your next white paper has been released. Or, work it in reverse. Merge some of your connected blog posts into a white paper.

 

Create a landing page with a short form to collect an e-mail address before freely providing the paper. You could start a new newsletter distribution list and send something out once a month or quarter.

3.8.3. Commenting

Comment on other blogs. It’s both a “technique” to drive traffic and it’s just a nice thing to do. Don’t you want comments on your own blog? The answer is always yes. I love how Laura Irion phrased this.

 

“Even big bloggers who are used to comments would be bereft if there were none. Each comment you leave is a gift to the author who wrote the article. Get out there and start spreading the love. Be nice, be genuine. It will come back to you eventually.”

3.8.3. Clients

 

Highlight those who are doing something in your industry.

Provide on page form allowing future clients to submit their info.

 

3.8.4. Applicants

 

Provide resume templates when a user provides their e-mail address using Unbounce  

Provide interview best practices when a user provides their e-mail address using Unbounce.

 

 

4. Tools4.1. Hashtags

 

 

 

Hashtagify

RightTag Chrome plugin

 

4.1.1. Explore Google+

Discover what hashtags are trending on Google+ and what tags pair well together. This will help you gain further reach and/or exposure.

 

https://plus.google.com/u/0/explore

4.2. Google URL Builder

Easily tag URLs with custom campaign variables. That way, you can track which of your promotions are generating the most traffic/conversions. For example, consider setting up a unique URL for each status update or wall post you use when promoting a link

 

Google Analytics Configuration Tool

4.3. Automation

“Automate what you can while still remaining engaged on a consistent basis.”

Kevan Lee - Buffer

4.3.1. Buffer -Bufferapp

Buffer makes your life easier with a smarter way to schedule the great content you find. Custom scheduling, multiple accounts, team member access and detailed analytics make Buffer the go-to social media management tool for more than 1.2 million users around the world.

4.3.2. Zappier - Zapier

Zapier connects the web apps you use to easily move your data and automate tedious tasks.

4.4. Landing Pages | Heat Maps | SEO4.4.1. Unbounce - Unbounce

 

Build, publish & A/B test landing pages without I.T.

4.4.2. Crazy Egg - CrazyEgg

Visualize user interaction with heatmaps

4.4.3. Moz - Moz

SEO tools, software to help you track and improve your site's inbound marketing over time.

 

 

References

If anything is incorrectly documented or accidentally omitted, please let me know by filling out this short form.


 

 

How to Find Your Social Media Marketing Voice: The Best Examples, Questions and Guides

The 7 Biggest, Counterintuitive Social Media Mistakes You May Be Making

10 Smart Tips to Leverage Google+ for Increased Web Traffic

10 Surprising New Twitter Stats to Help You Reach More Followers

How to Get More Likes on Facebook

A Scientific Guide to Writing Great Headlines on Twitter, Facebook, and Your Blog

A Great Strategy to Create In-Depth Evergreen Content

The Complete List of Evergreen Content Ideas for Your Blog

7 Powerful Facebook Statistics You Should Know for a More Engaging Facebook Page

The Ultimate Guide to Repurposing Content: 12 Ways to Extend the Life of Every Article You Write

3 Lessons Learned From Testing Hundreds Of Onboarding Emails

LinkedIn withdraw hashtags

7 Essential LinkedIn Marketing Stats: When to Post, What to Post and How to Improve

4 Tips to Create a Successful Instagram Strategy

 


 

I would like to specifically thank Laura Irion for her perspective and comments on Pinterest and Blogging.

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