Social networks have provided brands with a great platform for content creation and sharing. As more brands take to social networks for social publishing, the need to strategize the types of content you share on your various social properties has become more important.
Each social network has its own features, functions and communities that make them better suited for publishing certain types of content. Here are some ideas for the best type of content to publish to the world’s biggest social networks.
Facebook has a number of different options for social publishing, more than perhaps most other social networks. Visual content thrives on Facebook, where the News Feed and brand timelines provides a canvas for publishing large images and albums. Additionally, Facebook is great for posting discussion questions, since comment threads (and the new comment thread functionality) allow a discussion to form directly under an original post.
Facebook is not as useful for publishing links to every one of your blog posts, as links do not perform as well as other content on the network. Additionally, multiple posts per day will negatively effect your engagement, based on Salesforce Marketing Cloud research.
Followers are more forgiving of brands who post multiple times per day on Twitter compared to Facebook. Even though engagement still goes down the more times you tweet, sending links to various forms of content is a great use of the platform. You can link to blog posts, registration forms, ebooks, landing pages, third-party articles and more using Twitter. Because your space is limited, consider using a link shortener within your Tweets.
LinkedIn displays content differently than Twitter, but is another great place for posting links. Brands can post content to both a company page or a LinkedIn group, or can start discussions using a community moderator to encourage conversation around a topic, industry, or your brand. Just remember that a LinkedIn audience is often different than an audience you may engage with on other social networks, so act accordingly. LinkedIn often provides a more professional audience that is looking to interact with your brand in a different, more business-focused way than on other social networks.
YouTube
YouTube, of course, is all about video content. But all video content on YouTube is not made equal. The first step is to set up a channel for your brand, which serves as a hub for all of your content on the social network. Once you’ve done that, you need to determine how you’ll organize your video content. Playlists are a great way to group together like video content. However you do it, make sure you post interesting titles, descriptions and tags for all of your videos. And, of course, think about how you can promote your videos on other social networks based on best practices for social publishing across other networks.
Google+
Google+ offers some of the same functionality as Facebook in terms of a feed focusing heavily on visual content. But think about some of the other ways you can present content on the very visual platform. Video content, for instance, looks great on Google+. Posting YouTube videos on Google+ looks better than it does on Facebook, because the click-to-play image spans the entire length of the feed. Additionally, think about how you can use Google Hangouts as part of your content strategy for Google+.
For more information on Facebook posting strategies, download our free data report, “Strategies for Effective Wall Posts: A Timeline Analysis” by clicking below!
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