best practices for creating engaging social media content
TRANSCRIPT
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CONTENT
CREATION PRESENTED BY
TIM BOSCH, DIRECTOR, STRATEGY AND
PLANNING
JAN 14, 2012
http://likeable.com
http://FB.com/likeablemedia
@likeablemedia
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WHAT'S INSIDE Content Strategy
Timing
Consistency
Engagement
Questions?
#likeable
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CONTENT
STRATEGY
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Engaging content can serve your business
in a variety of ways. It can:
•Set you apart from your competition
•Help establish you as a thought leader
•Stay top of mind with consumers
•Provide the leverage needed to keep
your audience coming back time after
time
#likeable
QUALITY CONTENT
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TIMING
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TIMING BEST
PRACTICES
SAMPLE FACT SOME
HASHTAG
WHEN you post is just as important was
WHAT you post
Your audience is not active all hours of the
day
You want your content to be seen by the
maximum amount of people
#likeable
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TIMING BEST
PRACTICES
SAMPLE FACT SOME
HASHTAG
Do not overwhelm your audience with
content
Post once per day on Facebook, so you
don’t take Newsfeed real estate away from
users’ friends
Test morning posts vs. afternoon posts vs.
evening posts since every community is
different
#likeable
TIP: The best times to engage
users on Facebook are usually
between 11 am – 5 pm
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TWITTER TIMING
SAMPLE FACT SOME
HASHTAG
Tweet no more than once an hour
It is safe to tweet throughout the day
without the risk of overwhelming your
audience
#likeable
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CONSISTENCY
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CONSISTENCY
Plan your content in advance (weekly,
bi-weekly, or monthly)
However, be flexible and adaptable to
quickly add in time-sensitive or
newsworthy content
#likeable
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ENGAGEMENT
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ENGAGEMENT
SAMPLE FACT SOME
HASHTAG
Content drives fan engagement, page
growth, and traffic
•Every comment or like are broadcast
to users’ friends of friends
•The same occurs with Twitter content
that is enthusiastically retweeted
#likeable
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ENGAGEMENT
SAMPLE FACT SOME
HASHTAG
Excellent content is:
•Relevant to your brand and
community’s interests
•Fresh and proactive
•Expressed in different forms (but
mostly visual)
•Available consistently for your
community
#likeable
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FACEBOOK CONTENT
SAMPLE FACT SOME
HASHTAG
Facebook content has 4 major
categories of content:
•Photos
•Videos
•Statuses
•Links
•Polls*
*Note: Poll questions are going away
sometime in 2013
#likeable
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CONTENT BEST
PRACTICES
SAMPLE FACT SOME
HASHTAG #likeable
Practice Brevity
•Studies show that lengthy
Facebook content goes unread and
discourages action on the part of the
user
•Brief, easily digestible posts make it
easier for users to consume and
interact
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SAMPLE FACT SOME
HASHTAG #likeable
Be topical
•Timely posts increase fan excitement,
generate spikes in engagement and
allow for further reach
•Keep an eye out for relevant current
events and don’t forget to post about
holidays if they’re consistent with your
brand voice
CONTENT BEST
PRACTICES
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SAMPLE FACT SOME
HASHTAG #likeable
Don’t play hard to get
•Don’t be coy with your call to action
•Be clear and blatantly tell your fans to
“like,” comment, or share your post
•These actions generate reach, since
they’ll end up in their friends’ news
feeds
CONTENT BEST
PRACTICES
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ENGAGEMENT BEST
PRACTICES
SAMPLE FACT SOME
HASHTAG #likeable
Engage the engagement
•Fans love to know their favorite brands are
listening, and many social media managers
often overlook this
•Answer questions asked in the comments
section or simply say “Thanks!” Be sure to
tag the fan in your response so the fan is
notified of the special attention
•The fan will often “like” your comment, this
continuing and further boosting your visibility
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IMAGE BEST
PRACTICES
SAMPLE FACT SOME
HASHTAG #likeable
Facebook Photos
•Non-Stock Photos
•High-Contrast/High Saturation
•Optimized for Facebook
Dimensions (403 x 403; 841 x 403)
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VIDEO BEST
PRACTICES
SAMPLE FACT SOME
HASHTAG #likeable
Facebook Videos
•Use Facebook’s “Highlight” feature to
enhance viewing experience
•Only post videos that are short
(optimally under 90 seconds)
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TWITTER BEST
PRACTICES Zero in on trending topics relevant to
your market
Create attention grabbing headlines
Don’t over-use hashtags and keep
them at the end of your tweet
Retweet positive brand mentions
posted by your followers
Ask for the Retweet!
#likeable
Don’t batch your tweets– a steady
cadence is best
Sweet spot is around 4 tweets per day
Periodically revise and repost good
tweets. 99% of your followers will miss
your tweet the first time around
Tweets with under 100 characters had
17% higher engagement
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BEFORE YOU PUBLISH
ANY CONTENT…
SAMPLE FACT SOME
HASHTAG #likeable
Double check for typos, errors or any
changes since initial approval of
content
Be 100% sure you are logged into the
correct account
Test any that links in your post are
working
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THANK YOU!
Questions? Feedback?
TIM BOSCH, DIRECTOR, STRATEGY AND
PLANNING
http://likeable.com
http://FB.com/likeablemedia
@likeablemedia