1. How to Grow Your Social Media Presence
Alexandra Tursi,
Social Media Strategist

2. Today’s objectives How to effectively plan social media content
How to make your social media messages stand out.
How to leverage quick and easy content wins

3. Quick poll
Facebook
Twitter
Pinterest
Instagram

4. Editorial calendar

5. Why use an editorial calendar?
Plan and manage content
Daily, monthly, seasonal, and annual basis
Pull messaging through each social channel

6. What are your goals? Sharing relevant content? Promoting events?
Announcing products?
Acquiring new customers?
Building/nurturing relationships with existing customers?
Pencils ready? Write down your top three goals

7. Goals from session

8. Share your goals

9. Unpack those goals
What are the content ideas that ladder up to your goals?

10. Content themes Educational, fun and entertaining content
Upcoming events / announcements
Holidays / national events / pop culture
Hyperlocal – connect to local events (e.g., “Jazz up your veggies for Burlington Jazz Fest”)
Repeat themes
Quick brainstorm: List 5 themes

11. Schedule
Decide: How often will you post on each channel?

12. Paid promotions

13. What it looks like

14. Optimizing messages

15. Anatomy of a social message
Human
Short on copy
Visual
Call to action
Boosted with $

16. Facebook
The place to build community and create an interactive outlet for trust and sharing.

17. Facebook

18. Goals What do you want your post to do? Make your objective obvious
Drive web traffic?
Encourage comments?
Get people to share it?
Spark a debate?
Make your objective obvious
Use an enticing headline
Post a deal or offer

19. Engagement Have a clear call to action Ask people to follow through
Visit
Subscribe
Share
Attend
Tried and true types of posts
Ask a question
Fill-in-the-blank statements
Photo caption
A, B, or C options

20. Photo and link
Links outperform photo posts (with links) in generating clicks.
Make sure the page you are sharing has an image that will appear in the News Feed
Large picture will appear below your post with headline and some text when you paste in the URL

21. Photo best practices Facebook best practices for photos
High quality images (not blurry, dark, or pixelated)
Square or landscape orientation
Symmetrical, well-lit, show texture, and have background space
Rule of thirds

22. Brief, compelling language
Fewer characters (ranging from ) get the best results

23. Mix of content
30/70 mix of promotional content and value added content
Occasional humor
Timely
Just fun!

24. Provocative/inspirational
Tug at your audience’s inner sense of self- worth
Touch on viewpoints which which they can strongly identify
Positive memes and quotes

25. Facebook video / Facebook live
Facebook best practices for video
Facebook Live

26. Twitter
The place to share news, inspiration and humor

27. Same rules, different platform
Human
Short on copy
Visual
Call to action
Boosted with $

28. Copy Eight words or less Use numbers
Two-part headlines separated by colon
Use verbs and adverbs to increase engagement
Capitalize each new word.

29. Images and links
Use photos and images: Tweets with images get 18% more clicks, 89% more favorites and 150% more retweets!
Use links: 92% of the interactions on Twitter consist of link clicks.
Use hashtags: One or two hashtags can get you 2x more engagement.

30. Timing Post on weekends: Engagement increases 17% on the weekends.
Post early: For a 30% greater engagement rate, post between 7 and 8 am.
Post late: Most clicks happen between 10 and 11 pm.
Space them out. To avoid appearing spammy, let at least 30 minutes pass between tweets.

31. Instagram
The place to share photographic inspiration

32. Images Stunning image Find some inspiration here. Product laydowns
User generated content (Repost app – use this to repost images by other users. You cannot currently do this natively on Instagram)
Lifestyle content
Find some inspiration here.

33. Captions Captions Keep it short (90-120 characters)
Don’t use more than two hashtags
Include a CTA / invitation to engage
Link in profile
Question
Like to agree
Tag someone
Have fun. Be playful
Add emojis
Location

34. Pinterest
The place to share visual inspiration

35. Images
High quality image (736 pixels wide when expanded with no pixelation)
Tall images work best as they appear on screen longer
Free tools help!
Inspirational, beautiful photos or graphics that are helpful, clever or informative

36. Images Descriptions on picture and/or accompanying text
Choose an image that reflects the link’s contents
Add text to describe a concept
Make sure people know what’s inside the pin so they feel enticed to click on it

37. Copy Snappy, SEO-rich description 200 characters
SEO-friendly terms to rank in search engines

38. Call to action
Pins with CTAs have an 80% increase in engagement over pins without CTAs.

39. Quick and easy wins

40. Quick content wins Cross promotion Tagging / mentions
Sharing
Retweeting
Repinning
Reposting (Instagram)
Tagging / mentions
Content network approach
Request form

41. Measurement
Web traffic: Use Google Analytics to see how social media is driving traffic to your website
Bitly: Use this Web URL-shortening service to create trackable links (
Use platform analytics tools (e.g., Facebook Analytics, Twitter Analytics, Pinterest Analytics, Instagram Analytics)
Surveys: Ask your consumers how they found at about you!

42. Photo release
Ask for permission before posting images of customers and/or children.
Link to sample: content/files/2014/06/Sample-Photo-Consent- and-Release-Form.pdf

43. Q&A
What are your questions?