Social Media Best Practices

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Know Your Audience

Ask yourself who you are targeting. Knowing your audience and engaging with them is a great and natural way to grow your following. It’s very important to remember to be social whenever you’re on social media. It’s the best way to better understand your audience and why they are following your account. To better understand your audience consider the following:

  • Age
  • Location
  • Stage of Life
  • Occupation

Identifying who you are trying to reach helps you also determine the following:

  • What platform to use
    • Different demographics gravitate towards certain platforms
      • Instagram Demographics
        • More than 1 billion monthly active users 
        • Largest age category 18-24
        • Gender 52% women users 
        • U.S top user country
        • 928.5 million people can be reached through Instagram ads
        • More than 500 million accounts use IG stories each day
      • Facebook Demographics
        • More active monthly users than any one country’s population
        • 1.4 billion daily users, and 2.13 billion monthly ones
        • 25-34 year olds are the biggest segment for U.S. users
        • 75% of U.S. adults rake in $75,000+ 
  • What kind of content you need to post 
    • Video? 
    • Articles?

Plan Ahead

A detailed social media strategy is an integral part to the success of your digital marketing efforts. 

  • Set Goals 
    • Setting detailed S.M.A.R.T. (Specific, Measurable, Achievable, Relevant, Time-bound) Goals and identifying your social media KPIs will help you determine what is and what is not working. 
      • Ex. Grow Brand → Awareness → Followers, shares 
      • Ex. Drive leads/sales → Conversions → Website clicks/ email signups  
  • Conduct Social Media Audits 

Take time to determine what channels/ content is producing results and what needs to be changed. Ask yourself: 

  • Who is connecting with us
  • Which networks are delivering and reaching your target audience
  • How are your digital marketing efforts comparing with your competitors 

Post and Manage your Content Consistently

  • Social media algorithms want to see accounts post consistently. Many accounts who post once a day have found that they gain more followers by doing so. We recommend posting at least three times a week on both LinkedIn and Facebook
  • Posting at the best time for your account can also help with growing your following. These times can be different for each platform. Once you are into a constant posting schedule we recommend experimenting with posting at different times to learn when your audience is the most active on each platform.   
    • Content management platforms like HeyOrca help with this. The HeyOrca platform helps make drafting, approving, scheduling, and publishing social media posts simple. Rather than use spreadsheets or lengthy email chains to share content, users can easily share posts within their team so that everyone is on the same page!

Don’t Cross-post

While cross-posting may seem like a great way to save time, there are a number of reasons why it isn’t successful long term. For example, caption length, image formatting, and vocabulary all differ by platform so content posted may not have the same impact on every platform. It is vital to ALWAYS tailor your content to the specific platform you are posting from.