Media content

Choose your content on social networks

Welcome to the second part of IT Professionalof the series on social networks. In part one, we discussed the differences between the four major social media platforms (Facebook, Twitter, LinkedIn, and Instagram). Now that you have an idea of ​​what all the platforms are for, it’s time to learn more about the best types of content for each and how often your organization should post.

As with any website, each platform’s audience goes to each site for different content. If you’re looking for stunning, high-quality visuals, Twitter shouldn’t be your first stop. Just like if you are looking for the latest breaking news, you should spend some time on other sites before visiting Instagram.

With that in mind, let’s take a closer look at each platform.

The right content for Facebook

Facebook, with its wide reach and billions of users, is a great platform for videos and curated content. In fact, Facebook videos get over eight billion views a day and have an average engagement rate of 13.5%. But if you plan to post videos, make sure they have subtitles and captions because 85% of users watch without sound.

Also, if your organization has a blog or other original content, it would also be beneficial to share it here.

As for how often you should post, responses range from no more than three times a week to as many as 10 times a week. As a general rule, posting once or twice a day from early to mid-afternoon is most likely to get the highest engagement. Because of how Facebook’s algorithm works, engagement is crucial for your posts to appear in your followers’ feeds. Professional posts with few or no likes, comments, shares or reactions will be lost to user-generated content, and then very few people will see your post.

Once you’ve shared your content, be sure to follow the progress of your post. You can do this using the Facebook Insights tool through your organization’s profile page. After going through the analytics, you can adjust how often you post, what you post, and when you post it, based on what Facebook Insights says.

The right content for Twitter

Nearly three-quarters of all Twitter users say they use the platform to get their news. With that in mind, Twitter provides a great opportunity to share industry articles and announcements, as well as company news and blog posts. But not everything you post has to be original content, you can keep it too.

It’s also quite common for organizations’ Twitter accounts to take on a customer service function as well. If consumers have any questions, comments, or concerns, chances are they’ll tweet the company. Be ready to respond if necessary.

With over 5,000 tweets arriving every second, the average tweet has a lifespan of around 20 minutes at most. So to stay relevant on Twitter, it’s important to post more frequently. Tweeting at least five times a day or once an hour during the work day is a good rule of thumb. Some sites suggest that there is no maximum for the number of tweets you should post, although most agree that around 15-20 is the maximum number of organizations for the day.

Just like with Facebook, you can track the quality of your tweets and which ones are getting the most engagement through Twitter Analytics.

The right content for LinkedIn

With a focus on professional networking, LinkedIn is a great platform for posting professional content. This includes, but is not limited to, job applications for open positions, company news and announcements, and career-focused tips and tricks. Keep in mind that LinkedIn’s algorithm prefers open and honest status updates from professionals.

If, like most organizations, you don’t have an abundance of company news and announcements, you can also share industry news. Just like with Twitter, making your profile a hub of relevant industry information, white papers, and articles helps you establish yourself as an authority in your field.

LinkedIn itself suggests that you post once a day at most (no more than five times a week). But aiming to post two to three times a week is a good place to start. Don’t forget to also check your analytics here; you can do this from your organization’s profile page.

The right content for Instagram

As mentioned in the first part, Instagram is a platform created for aesthetic and highly visual content. Whether that means high-res photos of corporate culture and hidden moments, carefully curated typography and inspirational quotes or cool charts and stats, it’s up to you.

Instagrammers love themed and coordinated content. When done correctly, it unifies your account and attracts potential subscribers and customers. There are several ways to do this, such as using a consistent color scheme, editing all of your photos the same, taking all of your photos in similar lighting conditions, or countless others. methods. However, the most important thing to remember is that it doesn’t matter how fresh and aesthetic your theme is if your content isn’t up to par.

With Instagram, posting once or twice a day is enough. Posting regularly is arguably more important to Instagram’s algorithm than posting frequently. If you start posting four times a week, or once a day, or four times a day, do your best to maintain that pace and the algorithm will reward you.

Tips and tricks

In general, it’s good to remember that posts with a visual hook like a photo, video, or GIF have the best engagement. This is especially true among young people.

If you’re worried about posting regularly, it may be helpful for you to use a website or app to schedule your tweets, posts, and photos. Sites like Buffer and Hootsuite, for example, let you write your posts in advance, schedule them for a specific date and time, and then post them for you, leaving you free to focus on other things. things.

Finally, keep in mind that posting too much is just as bad, if not worse, than not posting enough. When users get tired of your organization’s content, they will unfollow your accounts and it will be difficult to win them back. Prioritize quality over quantity.

If you need a refresher on the differences between the four major social platforms, be sure to check out part one, and for more tips, tricks, and suggestions on building your voice and following, check out part one. third part.

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