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Practice Management > Marketing and Communications > Social Media

Getting the most out of your social-media content

By Amy McIlwain

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Trying to figure out which social-media content to share and where to share it can be a bit overwhelming. Becoming aware of the different types of content (text, images, videos, micro-videos, slides, infographics, etc.) and which social networks deliver the most engagement from each can take your social-media marketing strategy to the next level.

So where should you post your social-media content? Here are some tips:

Facebook

  • Provide information. The most-clicked-on content includes a teaser headline and a link.
  • Use images. Posts with images generate 53 percent more likes and 104 percent more comments than text-only posts.
  • Be positive. Positivity breeds engagement.
  • Infographics. These typically do not format well on Facebook.

Twitter

  • Include a compelling call-to-action, and add a shortened link in the middle of a post.
  • Text-only posts are the most shared, but Twitter recently began to showcase image posts, which receive the highest engagement.
  • Use hashtags, but use them sparingly. Tweets with one or two hashtags receive 21 percent more engagement than those with three or more.

LinkedIn

  • The most sought-after content is industry insight.
  • Now you can post longer content and upload presentations using SlideShare.
  • Users are finding the highest ROI from group participation.

Google+

  • Product gifs do surprisingly well on Google+, one of the only social networks to allow them. In 5 seconds, a gif can deliver your message to followers who might be unwilling to watch a lengthy video.
  • Long-form content, such as ebooks, reports and wordy status updates, are also high performers on this platform.
  • Because Google+ is connected to YouTube, videos are easy to share.

Others

  • Pinterest. Infographics perform well here.
  • Instagram. Best for altered images and micro-videos.

No matter where you put your social-media marketing time and effort, it’s always best to test out content to see what is resonating and with whom.

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