Your Social Foundation
Social media marketing is now what it use to be. It was much more straightforward and didn't require the sophistication that it does today. With multiple algorithm changes, ever-changing consumer behaviors and competing platforms it is now more critical than ever to establish a solid foundation.
How to Build Your Social Media Foundation
Optimize your design. As necessary as this may seem. I have seen small business to large organizations lack consistency in brand design. Why is this important? It sets the stage; not only on the branding front but users especially Millennials and Generation Z innately expect brands to have this down. The average consumer now has much more of a trained eye and subconsciously considers this an essential part of any brand.
Common social media design elements
Avatars: This should contain your logo and should be precisely the same cross-platform.
Facebook: 360 x 360 pixels
Instagram: 180 x 180 pixels
Twitter: 500 x 500 pixels
Pintrest: 600 x 600 pixels
*Tip: I usually design my avatars 1,080 x 1,080 to ensure it does not pixelate and upload the same image across the board.
Facebook Covers: With Facebook's new rollouts most people have not realized that now you can upload multiple cover images creating a sliding banner effect. You can also upload videos for a much more engaging cover image.
Cover videos should be at least 820 x 312 pixels and between 20 and 90 seconds long.
Facebook Page Cover photo size: 820 x 312 desktop / 640 x 360 mobile
Fill in your "About" information. Usually, the first tab most people visit when they are trying to find out a bit more about your business. Being that consistency is key, create a long-form version of your bios and condense the same information for Twitter and Instagram.
Tagline: This one-liner should convey the essence of your brand. Wow, I know that's a lot to put in one sentence. Try writing down what makes you different (your value proposition) and succinctly express that benefit in a few words.
Company Overview: This should be one paragraph and is a summary of your organizations about page.
Link to your digital assets: This is also a simple step that most miss. When possible link to your other digital assets. Make it simple for users to find you across all of your other channels.
4. Facebook "Our Story": This section is new, and most have not activated it yet. Located on the right-hand side right below your cover image. What I like about this section is it makes your story much more dynamic with a pop out landing page. Image size: 1200 x 445 pixels/ 800 x 445 pixels will be displayed on your Facebook Business Page.
Social Media is becoming less organic
Facebook, Instagram, and Twitter have had a decrease in organic reach. Facebook has a reach lower than 2 %, Instagram has steadily grown and will soon follow Facebook's business approach. Twitter's lifespan of a tweet is only 18 minutes, and its reach is dependent on three main factors recent relevant tweets, related prior tweets, and remaining tweets in reverse-chronological order.
The key is to understand the role of each platform. Content creators need to become much savvier when creating content.
Facebook: Your friends and Family will show up first. Information based posts next followed by entertainment. Read more here
Instagram: Your Images are organized by interest. Your relationship to the viewer and the lifespan of your post. They have shifted from chronological to behavioral back to a somewhat sequential algorithm. Read more here
Twitter: A news hub this social channel helps you catch up on the latest most relevant information to you, on what you missed and the rest. Read more here
Creating great content has become a necessity! Fans still visit social business pages and are seeking valuable content that is not only interesting to them but also informative. We have seen a trend where users will seek customer service inquiries via Facebook Messanger and on Twitter. They want to see that a real human being is behind the digital wall that the brand has its voice and opinions. Give your community managers their personality within the brand by having them answer comments by using their initials. Create a personable dialogue with fans and treat the community as just that a community.
Additional Social Media Power Tips
Upload natively when possible. Facebook has its tool. Consider using this vs. Hootsuite or Socialoomph.
Put a small budget behind the content that you have worked the hardest on.
Feature third part content. Nothing says a community like sharing posts from like-minded brands and influencers.
Reach out to influencers and strike up a possible partnership.
Instagram/Facebook live is currently the best way to increase your organic reach.