FACEBOOK:
Regular competitions to engage the audience
Brand related news stories and stories
Brand category related news and stories
Photos, gifts, video, infographics
User generated content (UGC) – customer stories,
engagements, good feedback etc.
Being aware of key dates and using events to tap into
seasonal/trending content. E.g. summer holidays, bank
holidays, Valentine’s Day etc.
Sharing other relevant content from Facebook or other
channels
TWITTER
Sharing blog posts to drive traffic to your website
Re-tweeting followers and following images/tweets
Sharing interesting content about your brand / category
(shareable content)
Promoting Instagram images through Twitter
YouTube videos / Discount codes / Competitions
Promotions
Creating content around trending topics (using relevant
Hashtags)
INSTAGRAM
High quality shots and videos
User generated content (UGC) re-posting content from
your existing followers will increase brand favourability
Hashtags are key to using Instagram successfully and
relevant, popular hashtags must be used to accompany
the posts
LINKEDIN
Publish owned articles and articles from credible sources.
Industry insights, brand category and business insights.
Share good news (business-focused, awards etc).
Avoid being ‘salesy’ and avoid anything overly political or
controversial.
Maintain a professional tone of voice – this isn’t quite the
same as Facebook so it’s good to have a more business
approach.
Share other people’s articles from Linked In Pulse (a
collection of publishers content)
PINTEREST
Instructographics (or infographics) are useful because of
their DIY, how-to nature.
Rich Pins: There are four different types:
Product Pins – Real-time pricing, availability and info on
where to buy your product.
App pins – so people can download your app without
leaving Pinterest.
Recipe pins – ingredients, cooking times and serving
sizes.
Article pins – a headline, author and story description.
Board names should be engaging and reflect the
personality of your brand.
To determine the success of the content against the key goals and objectives, it’s important to keep an eye on Key metrics to analyse any platform.
Twitter performance:
Followers – the number of people following your account
Reach – how many people saw the content
Engagements – how many people clicked, re-tweeted or commented on the content
Click-through – how many people visited the website Conversions (tracked in Google Analytics) – how many
people clicked to the website then purchased
Impressions – the number of times your promoted tweet is shown
Engagements – how many people clicked, re-tweeted or commented on the promoted content
Clicks – how many people clicked on the post
Cost per engagement – Total Cost divided by Total Engagements
Cost per Click – Total Cost divided by Total Clicks
Conversions – the number of sales tracked in Google Analytics from clicks on the post
Conversion rate – the Number of sales divided by Total Clicks
Cost per Conversion – Total Cost divided by Total Conversions
INSTAGRAM MEASUREMENT
Currently, Instagram doesn’t offer an analytics package, however you can measure the basics: likes, comments and followers. The key to measurement is learning month to month and posting more of what works and less of what doesn’t. This will highlight what types of posts the audience
resonates with which will inform future content strategy and power up your business
Controlled use of hashtags: Use hashtags, sparingly. The overuse of hashtags can look ‘spammy’ – stick to 4
or 5 relevant hashtags at the most to expand the reach of your image or video.
Engage: Engage with other related accounts. Commenting on a high profile account’s image will
instantly provide more visibility within the audience you’re trying to reach. Monitor: Monitor hashtags and keywords to gain a view on who is talking about your brand category.
LINKED IN MEASUREMENT
The Analytics tab provides companies with metrics and trends about their company page. Company page administrators can view very rich data about their company page.
Impressions: The number of times each update was shown to LinkedIn members.
Clicks: The number of clicks on your content
Interactions: The number of times people have liked, commented on or shared each update.
Followers Acquired : How many followers you gained by promoting each update.
Follower Demographics: A breakdown of who’s following your company
Follower trends: Showing how your number of followers has changed over time.