How To Optimize Your Social Media

Love it or hate it, social media is here to stay. Well, some social media is here to stay (cough, Google Wave, cough). There will always be new social media and old social media. Some will be brandworthy, while others… not so much.


Regardless, your brand should be active on social media. The benefit of at least having a presence on social media is twofold: you show up if someone happens to look you up, and your social profiles create another link for your SEO value.


Working on social media is an ever-changing avenue. For example, Facebook is largely becoming a pay-to-play network. Organic reach is down immensely and the need to boost every post has increased.


Whether you choose to shell out money for boosted posts or social advertising, one thing remains constant: Your social media should be optimized.


The good thing is that social media optimization is not nearly as complicated as search engine optimization. While we could probably write an entire book on social media optimization and marketing (maybe somewhere down the road), we’ll start you off with this quick primer.


Keep With the Times (and Sizes)


All social networks love to change and adapt. Unfortunately this affects your profiles. The addition of a new image format, resizing of your profile pic space, or adjusting the character limit all play a part in how you approach the semantics of social media.


It’s hard to keep up with the constant changing of sizing for things like newsfeed images and ad images. Luckily, our friends at SproutSocial have put together a nifty little resource that they claim they will continually update.


Gone are the days of googling “current facebook mobile newsfeed ad image size”!


Check the Always-Up-to-Date resource here.


How Often Can You Post


Should you be tweeting once a day, twice a day, or ten times a day? More than likely it is not the latter. The problem here is that there is no true answer. You will surely find recommendations from a handful for resources around the web. Those are a great start.


However, you will only truly find your frequency optimization through testing. You’ll want to look at metrics like engagement, click throughs, and number of followers to determine the optimal frequency for your social media. More than likely this frequency number will differ from platform to platform.


If you find that sending out 2 Facebook posts per day starts to drive away some of your “Likers”, you’ll want to take it down a notch.


It’s Always 5 O’Clock Somewhere


Try posting at different times on different days. Again, there are resources that provide suggestions as to best times to post. Those suggestions are based on aggregate numbers for the social media as a whole, so take that advice with a grain of salt.


The best practice is to do your own experimentation. Some networks see best results in the morning while others see higher engagement during weekend nights. It all depends on your fans, your industry, and your content.


Testing makes perfect.


Complete Your Profiles


Nothing is more frustrating than stumbling upon a social media profile that has been thrown together haphazardly.


Really take the time to completely fill out each section of your profiles. Updating everything including contact information, website, and location provides your customers with accurate information as well as shows them that you have a confident control over your online space.


Additionally, make sure you have graphics for every section needed. A lack of image comes across as dull when your company page has no cover photo.


You’ll also want to have some posts ready to go that you can backdate so it doesn’t look like you just joined Facebook or Twitter yesterday.


Your Social Media Should Not Just Be On Social Media


Your website, blog, email signatures, business cards, advertising, and more are all avenues to promote your social media.


Not everyone will assume you have a Facebook page just because you created one. You need to let your customers know that you have one, and that they will receive some form of benefit from supporting you on social media.


You are probably familiar with the the phrase “If a tree falls in the forest and no one is around to hear it, does it make a sound?”. Well, if a Facebook page is created but no one is there to “Like” it, does it really exist?


Now, before we start getting too philosophical on you, let’s recap. To optimize your social media, you’ll want to focus on the following areas.


  • Keep up with the changes that social networks implement
  • Test what posting frequency works best for your social media profiles
  • Test what times elicit the best results from your followership
  • Make sure your profiles are completely filled out
  • Promote your social media through avenues that are not social media