Connect with us

Uncategorized

How to Run the Easiest Social Media Audit [FREE TEMPLATE]

Published

on

how-to-run-the-easiest-social-media-audit-[free-template]

Social media marketing is all fun and games until it’s time to measure your results, right? Have no fear: A social media audit is your business BFF.

Don’t let the name scare you — the IRS isn’t about to knock down your door. Regular audits help you understand what’s happening across all your platforms and how each fits into your marketing goals. And if you use a simple template, it’s not a labor-intensive or complicated process.

Keep reading to learn how to conduct an effective social media audit from start to finish. We’ll even walk you through our handy (and free) social media audit template to make it super easy.

Bonus: Get the free social media audit template to see what’s working and what’s not. Save time and improve performance.

Advertisement
free widgets for website

What is a social media audit?

A social media audit is a process used to measure the success of your social strategy across accounts and networks. An audit identifies your strengths, weaknesses, and the next steps needed to improve.

After an audit, you’ll have everything you need to optimize your social media marketing strategy.

You’ll know:

Advertisement
free widgets for website
  • Your most effective platforms,
  • What your audience wants to see on each network,
  • Who your audience is (demographics and more),
  • What’s helping grow your audience (and what’s not),
  • How each platform contributes to your goals,
  • Which new ideas will help you grow,
  • And where to focus your attention next.

How to perform a social media audit in 7 steps

If you’re ready to start now, download the free social media audit template above and follow along.

You may think you know all your social accounts off the top of your head, but chances are, you’ve forgotten one or two. So start by listing all your social media profiles, including inactive ones.

Where to find this info:

Search each major social network for your brand and product names. You might uncover a few unexpected results, like old test accounts. Whoops.

Instagram list of Hootsuite social media accounts

Then, make a plan to deal with any troublesome accounts you’ve found. Old test ones your company has created probably won’t be too hard to get rid of, but finding old login info may be a pain.

Find any imposter accounts or others infringing on your copyrighted material? The legal department will likely need to get involved. Still, write down the steps required to tackle each phony account. For some, it could be as simple as contacting the fake account owners or reporting the account to the social network it’s on.

Once you’ve tracked down all relevant accounts, set up a social media monitoring program to watch for any new impostors.

Advertisement
free widgets for website

In addition to your current social media presence, think about the accounts you don’t have yet. For example, are there any social platforms you haven’t considered? Should you be there?

Of course, you don’t need to be on every network. But an audit is a good opportunity to add new ideas to your social strategy for the future. At the very least, you should reserve your business username on new platforms, so no one beats you to it.

Where to list this info:

List your basic account info on the Summary tab of the social media audit spreadsheet.

Don’t worry if you don’t have the information for every column in this tab yet — we’ll continue to fill it out as we go through the audit.

2. Check in on your branding

Look through each profile to ensure they fit your current brand style guidelines. Check on your profile and banner images, hashtags, copy and phrases, brand voice, URLs, and more.

Advertisement
free widgets for website

Here are the key areas to review for each social account:

  • Profile/bio text. You have limited space to work with when creating a social media bio, so make the most of it. Are all fields filled in accurately? Does the copy match your tone and voice guidelines?
  • Username. Try to use the same username across all social channels. Having more than one account per network is okay if they serve different purposes. (For example, our Twitter accounts @Hootsuite and @Hootsuite_Help.)
  • Links. Does the URL in your profile go to the correct website or landing page?
  • Pinned posts (if applicable). Evaluate your pinned posts to ensure they’re still appropriate and up-to-date.
  • Verification. Is your account verified with a blue checkmark badge? If not, should you try? We have guides on how to get verified on Instagram, TikTok, Facebook, and Twitter if you want to pursue this.

Where to find this info:

The best way to make sure that your accounts are on brand is to act like a member of your audience.

Visit each of your social profiles and see how your posts look to your followers. Be sure to click on any links to see if they need to be updated.

Where to list this info:

Use the information from your summary tab to start creating and populating the platform-specific tabs of your social media audit spreadsheet.

See also  The Complete Guide to Using LinkedIn Hashtags in 2022

After this step, you should be able to fill out the handle, bio, hashtags, link in profile, verified, channel owner, and “most recent post” columns. We’ve highlighted them in the image above!

If you’ve found any off-brand content or profiles that need to be updated, make sure to note that in the notes section.

Advertisement
free widgets for website

It’s time for your social media content audit. For each social profile, list your top five posts. Then, copy the post links into your social media audit template so you can easily review them later.

What makes a “top-performing post?” Well, that depends. If you want to find the content your audience likes best, we suggest ranking posts by engagement rate. You may want to choose a different key metric to focus on, like link clicks or conversions.

Look through your top posts for patterns. Then, ask yourself:

  • What type of content is getting you the response you want? Photo posts? Videos? Feed, Stories, or Reels?
  • What has the highest engagement: Candid, behind-the-scenes content or polished and pro posts?
  • Are people responding in the same ways across all networks? Does specific content perform better on one platform than others?
  • Do people engage with your posts if you ask a question?
  • Are your top posts aligned with your current brand voice? (If not, and they’re performing well, maybe it’s time to re-evaluate that voice.)

Use the notes column of your audit document to record your thoughts. We’ll come back to these notes later!

Where to find this info:

You can use the built-in analytics tools for each social network to sort and find your top posts for the key metric you’ve chosen. Not sure how? We have complete guides to using all of them:

But hold up: That could take forever. Instead, make life easier and use Hootsuite Analytics. You can find the top posts for all your social accounts in one place with just a few clicks.

Hootsuite Analytics is a great all-in-one tool for reviewing your data at a glance. You can even schedule regular custom reports, sent straight to your email.

Advertisement
free widgets for website

Hootsuite analytics reporting dashboard

Try Hootsuite for free. (You can cancel anytime.)

In Hootsuite Analytics, each report has a flexible, customizable interface. You can drag-and-drop an unlimited number of “tiles,” each of which displays your chosen metric. That way, it’s easy to review your top metrics and adjust your social strategy on the go.

Where to list this info:

Once you’ve identified your top content for each platform, add a link to that post in the highlighted column of your audit spreadsheet.

4. Evaluate each channel’s performance

Now, it’s time to evaluate how each social channel contributes to your overall marketing goals.

If you haven’t already created a mission statement and a few key goals for each social account, now’s the time.

Advertisement
free widgets for website

Several accounts may have similar goals, such as driving web traffic and conversions. Others may be exclusively for customer service purposes or brand awareness.

For example, our YouTube account is all about product education. Our @Hootsuite_Help Twitter account, though, is only for tech support:

Hootsuite Helpers Twitter account homepage

For each channel, list out its goal(s) and track your progress toward them. For measurable goals like traffic or conversions, write down the actual numbers.

How many website visits came from Instagram? How many sales came from Facebook Page visitors? If the goal is customer service, write down your CSAT score and see if it’s improving over time. Be specific.

For goals without quantifiable data, record supporting evidence. If your Facebook account is for brand awareness, has your following grown? Have you increased your organic or paid reach?

Advertisement
free widgets for website

We want to get clear on the purpose of each of your social channels and measure their effectiveness.

Where to find this info:

Finding relevant information will depend on the goals you set for each channel.

Tracking customer service or brand awareness goals? Try using social listening tools to gather data from real customers.

If you’re measuring traffic or conversion goals, you can use Google Analytics. You can view the traffic breakdown by channel (plus a lot more information) by going to Acquisition -> Social -> Network Referrals.

Hootsuite Analytics traffic breakdown by channel

Tracking conversions from social media isn’t an exact science, though it’s easier on some channels than others. You’ll need to set up Meta Pixel (formerly Facebook Pixel) to track Facebook conversion data, for example, and many networks have their own tracking codes. Many e-commerce platforms also have built-in social channel tracking.

Advertisement
free widgets for website

Going platform by platform can be tedious (so many tabs!), but you can make your life much easier by using a social media management tool like Hootsuite Analytics for this, too.

And you don’t have to take our word for it, either — our own social team uses Hootsuite to conduct their own social media audits.

“I use Hootsuite to run social media audits for our own channels because it’s got all of our analytics and channels in one spot. That makes it super easy to scroll through our various posts and networks, understand what is working or not working, and build my recommendations to make changes for the future.” – Nick Martin, Social Listening & Engagement Team Lead at Hootsuite

See also  How Social Bookmarking Works [Plus 7 Tools To Help You Do It]

Try Hootsuite for free. (You can cancel anytime.)

Where to list this info:

Add each platform’s mission statement to the appropriate tab of your audit spreadsheet, then move down to the Performance section.

Advertisement
free widgets for website

Your mission statement will tell you each platform’s purpose and determine which KPIs are most important.

For example, if your mission statement for Instagram is “Grow brand awareness and drive traffic/leads,” you’ll probably want to list metrics like audience growth rate and website traffic from social. Get specific!

Optional:

Go one step further and compare each channel’s performance against your top competitors.

Scroll down to the SWOT Analysis section of your audit spreadsheet and use the data you gathered in this step to list your internal strengths and weaknesses. Maybe your posts earn an unusually high number of likes and comments, but you’re producing fewer videos than your competitors. Make a note!

Advertisement
free widgets for website

Then, take a closer look at the competition. Have they failed to capitalize on a new feature? Are their accounts growing faster than yours? Those are opportunities and threats to your brand, so make sure you’ve got your eye on them.

If you want to conduct an even more thorough competitive analysis, check out this related blog and free template.

5. Understand your audience on each platform

Now that you know how each account is helping support and grow your brand, it’s time to dig deeper to understand who you’re reaching on each platform.

Audience demographics are a good starting point. For example, Instagram gets a lot of attention for its ecommerce features, but consumers actually spend the most money on TikTok. Likewise, Facebook is the most popular platform for people 35-44, but YouTube is the place to be for the 18-25 group.

While your audience may differ from the norm, we’ve compiled all the top demographic data for each social network to get you started:

Advertisement
free widgets for website

Learn the demographics of your unique audience on each platform and use that, along with the types of posts they prefer, to create buyer personas. (Don’t worry; we’ve got a free buyer persona template to make that easy for you.)

Where to find this info:

You can find demographic information within each platform’s native analytics. It’s a lot faster if you use the all-in-one audience reporting in Hootsuite Insights, though.

This enterprise-level tool can give you an instant overview of millions of online conversations in real time.

Search for any topic or keyword, and filter by date, demographics, location, and more. You’ll be able to identify thought leaders or brand advocates, understand the perception of your brand in the market, and get immediate alerts if and when your mentions spike (for good or for bad.)

Hootsuite Insights can tell you a lot about your audience — and how they feel about you. If you want to learn more about your unique audience, Insights is the only tool you’ll need.

Request a demo of Hootsuite Insights

Advertisement
free widgets for website

Where to list this info:

In your audit spreadsheet, scroll down to the Audience section for each platform and add in any relevant demographic information.

Be sure to include the number of followers you have now and the percentage change over the past year.

Find something interesting in your social listening audit? Be sure to note it here. If positive (or negative) sentiments about your brands have increased, for example, you’ll want to keep an eye on it.

Now that you know where you stand, think about ways to improve your social media metrics. It’s time to revisit the notes you made earlier!

Here are a few questions to ask yourself:

Advertisement
free widgets for website
  • Which platforms are driving the most results?
  • Are there any new social media platforms you should be using?
  • Are you neglecting any platforms? Do you even need them, or would it be better to ditch them and focus on your higher-performing ones?
  • What content types are working best right now? How can you make more of this?
  • Is your content resonating with your expected audience demographics, or has a new potential persona emerged?

Think about new content and campaign ideas, building off what you learned from your top content in step three. For example, if video is a big hit, write down a specific strategy to work more of it into your marketing. That could be “Post 3 new Instagram Reels per week” or “Repurpose existing long-form video into short, 15-second clips for social media.”

These decisions don’t have to be forever. Successful marketing depends on testing and experimenting to find what works for your audience. Don’t be afraid to take risks. Regular social media audits will let you know if you’re on the right track or need to go in a different direction.

See also  How to Do That One Viral TikTok Photo Editing Hack on iPhone

For each new strategy and idea, write it down in your marketing plan. (Don’t have one yet? We gotcha with yet another awesome template: this free social media marketing plan document.) Your marketing strategy is a living document, so keep it current.

Where to find this info:

Your brain! Use all the data you’ve collected so far to generate new ideas. Have your goals for each platform in front of you so that you can connect your updated marketing plan to them. Remember to let others know when you’ve updated the marketing plan, so everyone is on the same page.

Once you’re done with your audit… plan the next one! Stick to a regular schedule. Quarterly works well for most companies, although you may want to check in monthly if you run many campaigns or channels.

Regular audits connect your team’s day-to-day marketing work with your company goals. Over time, you’ll refine your social strategy and learn how to best connect with your audience.

Advertisement
free widgets for website

Where to list this info:

After you’ve had a chance to review your data, add in your new goals for each platform to the goals section of your audit spreadsheet. Be sure to set a date to come back and review your progress.

Congratulations — your audit spreadsheet should now be complete! To make it easier to review your findings, fill out the rest of the information on the summary tab.

Free social media audit template

Bonus: Get the free social media audit template to see what’s working and what’s not. Save time and improve performance.

Advertisement
free widgets for website

A spreadsheet is the best way to keep track of your social media audit information (and everything in life).

social media audit Excel template

If you’ve been following along, you know that we’ve created a ready-to-use social media audit template for you. Download it above, or make your own with the following fields:

Account details:

  • Your username
  • Link to your profile
  • About/bio text for the account
  • Any hashtags that appear in your bio or that you’ll regularly use
  • URL to use in your bio
  • Whether your account is verified or not
  • Internal person or team responsible for managing the account (also known as the “owner”—for example, the social marketing team)
  • Mission statement for the account (for example: “To promote company culture using employee photos,” or “To provide customer service”)
  • Details of the current pinned post (if applicable)
  • Date of the most recent post (to help you identify underused/abandoned accounts)

Performance details:

  • Total number of posts published
  • Total engagement numbers: Engagement rate, click-through rate, views, comments, shares, etc
  • Change in engagement rate vs. your last audit
  • The top five posts for each platform by engagement rate (or the key metric you’ve chosen)
  • Your campaign ROI (if you run paid ads)

Audience details:

  • Demographics and buyer personas
  • Follower count (and change +/- vs. your last audit)

Goals:

  • 2-3 S.M.A.R.T. goals you want to achieve by your next audit
  • Whether you met the goals you set for this audit, or changed course (and why)

Now you know everything you need to conduct your own social media audit. Go forth and analyze!

Frequently asked questions about social media audits

What is a social media audit?

A social media audit is a process used to measure the success of your social strategy across accounts and networks. An audit identifies your strengths, weaknesses, and the next steps needed to improve.

Why is a social media audit important?

A social media audit helps you review how your social media efforts track against your business goals.

Advertisement
free widgets for website

An audit will show you which content and platforms are performing best, who your audience is and what they care about, and where to focus your efforts next.

How do I start a social media audit?

Start your social media audit by listing all of your accounts, then go through each account to review its performance. For a guided tour of the process, scroll up in this blog.

How long does a social media audit take?

That depends! You can conduct a quick social media audit in as little as 30 minutes, but if you want to do a deep dive into each of your accounts, you might want to set aside a few hours.

What are the steps of a social media audit?

A social media audit is pretty straightforward. Just follow these steps:

  1. List all of your accounts
  2. Check in on your branding
  3. Identify your top-performing content
  4. Evaluate each channel’s performance
  5. Understand your audience on each platform
  6. Take action and set new goals

Save time by managing all your accounts in one place with Hootsuite. Plan content and campaigns, schedule posts, manage conversations, and see all your analytics and ROI data with quick, automated reports. Power up your social marketing today.

Start Your Free 30-Day Trial

Advertisement
free widgets for website

All your social media analytics in one place. Use Hootsuite to see what’s working and where to improve performance.

Free 30-Day Trial

Advertisement
free widgets for website
Continue Reading
Advertisement free widgets for website
Click to comment

Leave a Reply

Your email address will not be published.

Uncategorized

How to Write a Great Social Media Call to Action

Published

on

By

how-to-write-a-great-social-media-call-to-action

When you work in marketing, you’re always trying to convince your audience of something. Maybe you want your followers to sign up for a free trial, download a PDF, visit your landing page, or pick up the phone and call. But getting people to take action, especially on social media, is tricky… unless you use a clear call to action.

If there’s something you want your audience to do, you can’t just hope and hint (this same advice holds true for most things in life, actually). You need a compelling call to action, or CTA, to draw people in and point them in the right direction.

In this post, we’ll teach you what a good social CTA is and share tips and examples from brands that are nailing it. By the end, you should have everything you need to write a social media call to action that gets results.

Bonus: Unlock 28 inspiring social media bio templates to create your own in seconds and stand out from the crowd.

Advertisement
free widgets for website

What is a call to action (CTA)?

A call to action (or CTA) is a text prompt that encourages your reader to take a specific action. On social media, a call to action might direct your followers to leave a comment, buy a product or subscribe to your newsletter, but there are many options.

Social media CTAs can appear on both organic posts and ads. The actual call to action will appear as text on the image, in the caption, or on a CTA button.

In ads, like this one from Loop Earplugs, you’ll often find CTAs in all three places.

Advertisement
free widgets for website

Loop earplugs ad with the CTAs highlighted in yellow: one in the post, one in the image, and one CTA button

Source: Loop on Facebook

A CTA can be as simple as a single word, like “Buy!” or “Subscribe,” but effective CTAs are usually a little longer and more specific. They tell the reader what they’re going to get by taking the desired action, and they often include a sense of urgency. The best CTAs are also highly relevant to the specific audience they’re targeting.

A great CTA will make it easy and enticing for your target audience to take the action you want them to take.

Before you can start writing, you need to know what you want your audience to do. Do you want them to make a purchase, visit your landing page, create an account, enter a contest, or like your latest selfie? (Kidding. Mostly.)

Your desired action should also fit within your overall social media marketing strategy. Think about how your CTA will serve your social media goals.

Advertisement
free widgets for website

Here are some simple tips to keep in mind while you write.

Keep it conversational

There’s no need to be formal. You and your ideal customer are already best friends*, right?

Encourage a connection by using “you” and “your” in your copy. It’s an easy way to make your message feel more personal and less like a sales pitch.

*If you are not, in fact, best friends with your ideal customer, check out our guide to creating buyer personas.

Use action words

You want to inspire your audience to take action — this is no time to play coy.

Advertisement
free widgets for website

CTAs that use powerful, clear, instructive verbs (aka command words) can help cut down on decision fatigue.

See also  The Complete Guide to Using LinkedIn Hashtags in 2022

Try phrases like:

  • “Sign up for your free trial”
  • “Download my guide”
  • “Get your free instant quote”
  • “Shop dog hammocks”
  • “Post jobs for free”

Simple and direct is usually best, but avoid phrases like “Click here,” which can sound spammy or off-putting.

Be specific

The more specific your CTA is, the better. Instead of saying, “Sign up for our newsletter,” try, “Sign up for our weekly travel newsletter to get the latest flight deals.”

It’s also a good idea to stick to one CTA per post. Otherwise, you risk overwhelming your reader with too much information and losing them completely.

Create a sense of urgency

As any impulse shopper can tell you, nothing is more tempting than a limited-time offer. The clock is ticking!

Advertisement
free widgets for website

Lean on FOMO and use words like “now,” “today,” or “this week only” in your CTA to encourage people to take action right away.

Vessi has limited edition fall sneakers? Better snap those up now!

An Instagram Story ad for Vessi shoes with a CTA sticker that reads Shop Now

Source: Vessi on Instagram

Focus on benefits

Features are what your product or service does, but benefits are what your customer gains from those features.

For example, instead of saying, “Sign up for my 6-week course on social marketing,” you could try something more like, “Learn how to make six figures by selling on Instagram!”

Advertisement
free widgets for website

The first example tells your audience exactly what they’re signing up for, while the second tells them what they’ll gain by signing up.

Ultimately, both CTAs might drive readers to the same destination, but one is a whole lot more intriguing than the other.

Offer something valuable

Need a little extra oomph? Go beyond benefits and give your readers an unbeatable reason to take the desired action.

Free delivery is often a major motivator. In fact, almost 50% of internet users are motivated to complete an online purchase if they’re offered free shipping.

Hootsuite's Digital 2022 report showing online purchaser drivers

Source: Digital 2022

Advertisement
free widgets for website

Discounts are always compelling, especially when combined with the urgency of a limited-time offer, like Gap does here:

An Instagram story ad for Gap showing a limited time offer

Source: Gap on Instagram

You can also try offering access to exclusive content. See, we’re even doing it right here:

Bonus: Unlock 28 inspiring social media bio templates to create your own in seconds and stand out from the crowd.

Advertisement
free widgets for website

Your offer should be valuable, but it doesn’t have to be expensive. Just make sure there’s something in it for your audience.

Stay true to your brand

Consistency is important on social media. Once you’ve established a brand, you want to stick with it. Believe us, your followers will notice if you slip up.

LensCrafters, for example, leans into its polished brand voice on social. This LensCrafters post uses words like “discover,” “premium,” and “high quality” in its CTA to build trust and convey their professional expertise.

But can you imagine if this post ended with “Hey Four Eyes, get your goggles here!”? An unusual CTA might earn a second-look, but it will also cause confusion.

Advertisement
free widgets for website

Choose clear over clever

You only have a few seconds to make an impact, so save the jargon and wordplay for another time. Your CTA should be brief, clear and to the point.

See also  Influencer Marketing Guide: How to Work With Influencers

Hootsuite's Digital 2022 report showing average time online every day

Source: Digital Trends 2022

The average person spends almost 2.5 hours on social media platforms every day, and in that time, they’re bombarded with ads. If you manage to grab their attention, make sure they know what they’re getting and how to get it.

Keep experimenting

If your first campaign falls flat, pick yourself back up. Experimentation will serve you well.

Try switching up the words, the colors, the placement, the images, or even the font to see what drives traffic best.

Advertisement
free widgets for website

A/B testing can help you measure what works best and then tweak, polish and try again.

Even a simple change from “Start your free trial” to “Start my free trial” can make a world of difference.

Every ad you post should have a call to action, but organic social media content can also include CTAs. Here are a few places you can sneak in a CTA:

In your bio

This is a great place to include a CTA that’s relevant to all of your followers, such as “Check out our website for more info!”

The New Yorker's Instagram bio showing their CTA in their bio link

Instagram still doesn’t allow links in captions, so The New Yorker uses its bio to point followers to a landing page with links to more information on each post.

Advertisement
free widgets for website

In your posts

You can include CTAs in individual social media posts, depending on what you’re promoting.

You can place your CTA pretty much anywhere in your post:

  • At the top, if you want to grab attention right away
  • In the middle, separated by a few line breaks, if you want to mix it up
  • At the end, if you want to establish some context

For example, if you want people to visit your new blog post, you might want to share a few highlights before including an end-of-post CTA like “Check out the link to learn more!”

When Sephora starts carrying your products, it’s kind of a big deal. Beauty brand Tower 28 pointed followers to the nearest Sephora location with this Instagram post.

In your Stories

CTA stickers are a great way to encourage your audience to take action. You can use link stickers to promote things like contests, new products, or blog posts.

Link stickers can be placed anywhere on your Story. Just make sure to keep them away from the edges of your post, so they aren’t difficult to read (or tap!).

An Instagram story post from jewelry dealer Erie Basin that includes a CTA link sticker

Source: Erie Basin on Instagram

Advertisement
free widgets for website

Vintage jewelry dealer Erie Basin shares the newest additions to their shop with a simple product shot and CTA link sticker.

If you’re almost ready to get writing but still need a little inspiration, check out these examples of great social media CTAs.

1. Sign up for our newsletter

Cookbook author Dorie Greenspan is famous for her sweet treats. When she tells followers that they can get free recipes just by signing up for her free newsletter, you better believe they come stampeding.

2. Don’t miss this sale

Makeup brand Kosas knows just how to speak to their target audience. This post advertising their Friends and Family sale is specific, urgent and personal.

See also  TikTok Ecommerce 101: Why Your Business Should Be on TikTok

Who doesn’t want to be friends with Kosas?

3. Like, tag, and follow to win

HelloFresh Canada offers a major incentive to enter their contest that also happens to benefit the brand.

Followers have to like, tag, and follow to enter their contest, boosting HelloFresh’s reach and engagement.

4. Go minimal

/heyNetflix @discord pic.twitter.com/yPSQ3WiY3v

— Netflix (@netflix) October 27, 2022

Advertisement
free widgets for website

Netflix promotes their new Discord bot with a tweet that will likely confuse anyone who isn’t part of their target audience — and that’s the point.

The minimal slash command will be familiar to any Discord user, though.

5. Sneak peek

Poet-artist Morgan Harper Nichols offers a long preview of exclusive content from her (paid) app to encourage her followers to download.

By the time you make it to the end, you just want to keep going.

6. Register now

P99 CONF is the event for developers who care about P99 percentiles and high-performance, low-latency applications.

It is not about products but about technology, so open source solutions are preferred.

Highly technical audience only. Your boss is not invited.

Advertisement
free widgets for website

— P99CONF (@P99CONF) July 12, 2022

The CTAs on the image and headline are both simple, driving followers toward a registration link, but the body of the tweet is doing the heavy lifting here.

My boss isn’t invited? How exclusive!

7. Take the quiz

What’s your role? Tag yourself or comment with your own role and why.

Everyone’s got a critical role to play in Dungeons & Dragons. Take the quiz on our website if you need help deciding your role: https://t.co/cfW8uJHC5G pic.twitter.com/iG50mR9ZGm

— Dungeons & Dragons (@Wizards_DnD) September 27, 2022

Advertisement
free widgets for website

This is a great example of a low-cost, high-value CTA. The official Dungeons & Dragons account encourages engagement by sharing a graphic and asking followers to tag themselves.

But if you’re still deciding if you’re a Wizard or a Rogue, you can take their free quiz to find out.

8. Find a store near you

Le Labo’s Reel shows behind-the-scenes footage of their in-house perfume lab and then casually reminds followers that it’s easy to find refills.

9. Focus on values

Instead of going right for the hard sell, Aesop uses this post to focus on the principles behind its brand. This softer approach uses a “Learn more”/”Discover more” CTA that invites the reader in and builds a connection.

A post like this is a long-term investment that can really pay off. Almost 20% of online shoppers are more motivated to purchase from an eco-friendly company.

10. Shop the link in our profile

Super simple and effective, this post from home goods store Nineteen Ten does everything right.

They share the product on sale and make sure the reader knows where they can find more just like it.

Save time managing your social media presence with Hootsuite. Publish and schedule posts, find relevant conversions, engage the audience, measure results, and more — all from a single dashboard. Try it free today.

Advertisement
free widgets for website

Get Started

Do it better with Hootsuite, the all-in-one social media tool. Stay on top of things, grow, and beat the competition.

Free 30-Day Trial

Advertisement
free widgets for website

Continue Reading

Uncategorized

LinkedIn Marketing Strategy: 17 Tips for 2023

Published

on

By

linkedin-marketing-strategy:-17-tips-for-2023

More than 59 million companies use LinkedIn Pages to connect with the platform’s 875 million members. A well-thought-out LinkedIn marketing strategy is the best way for you to stand out in that crowd.

LinkedIn is a very different beast from the other social platforms. Building an effective strategy will require some planning and perseverance. But once your LinkedIn efforts are running like clockwork, the results can benefit multiple areas of your business.

Read on to find out how to build a LinkedIn strategy that will help you build an engaged community and effectively promote your business on the platform.

Bonus: Download a free guide that shows the 11 tactics Hootsuite’s social media team used to grow their LinkedIn audience from 0 to 278,000 followers.

Advertisement
free widgets for website

What is a LinkedIn marketing strategy?

A LinkedIn marketing strategy is a plan for using LinkedIn to reach specific marketing goals. LinkedIn marketing can include everything from recruiting top talent to building your brand.

LinkedIn is a unique network. On most platforms, brands take a back seat to personal connections. But on LinkedIn, business networking is the name of the game. That means businesses of all types are expected to be more visible and engaged in the overall conversation.

LinkedIn is well known as the social network of choice for B2B marketers. But B2C brands can also find success on LinkedIn. All you need is a solid strategy based on well-planned LinkedIn goals that fit into your larger social marketing plan.

Advertisement
free widgets for website

General LinkedIn marketing tips

So, where do you start? Here are some key steps for any brand interested in building an effective LinkedIn marketing strategy.

1. Set clear goals

The first step to any marketing plan is figuring out what you want to achieve. Put some thought into how LinkedIn fits into your overall marketing strategy. What specific goals do you want to achieve on this business-forward platform?

The ways in which people use LinkedIn differ significantly from the ways in which they use other social networks:

  • Keeping up to date with news and current events: 29.2%
  • Following or researching brands and products: 26.9%
  • Posting or sharing photos or videos: 17.7%
  • Messaging friends and family: 14.6%
  • Looking for funny or entertaining content: 13.8%

And, of course, LinkedIn is also the social network most commonly used for recruiting, as well as the top platform for B2B lead generation.

This is important information to consider when planning your LinkedIn strategy goals. But it’s also important to think about how your style of organization fits into the LinkedIn ecosystem.

As mentioned, for B2B companies, LinkedIn can be a goldmine of lead development and relationship building. For B2C companies, LinkedIn might serve primarily as a recruiting platform. Only you and your team can decide what makes the most sense for you.

Advertisement
free widgets for website

Don’t know where to start? Check out our blog post on how to set goals for social media marketing.

2. Make the most of your LinkedIn Page

No matter what goals you’re working towards, make sure you have a complete LinkedIn Page that takes advantage of all relevant tabs and sections. LinkedIn data shows that complete Pages get 30% more weekly views.

Check out all the tabs on Microsoft’s LinkedIn Page. You can find as much or as little detail as you want about life at the company by exploring the different tabs.

Microsoft LinkedIn page Hybrid workplace

Source: Microsoft on LinkedIn

For larger organizations, Showcase Pages can help keep your content marketing focused on the right audience. Try setting them up for different initiatives or programs within your company.

Advertisement
free widgets for website

And don’t let your main Page content get stale: LinkedIn recommends updating your cover image at least twice a year.

3. Understand your audience

LinkedIn user demographics differ from those of the other social platforms. Users skew older and tend to have a higher income.

LinkedIn advertising audience profile

Source: Hootsuite’s Global State of Digital 2022 (October Update)

But that’s just a starting point. It’s important to understand who your specific audience is and what kind of information they’re looking for from your LinkedIn Page.

LinkedIn analytics are a good way to find the demographics specific to your audience. Hootsuite’s Audience Discovery tool for LinkedIn can provide even more insights about your LinkedIn audience and how they interact with your content.

Advertisement
free widgets for website

4. Track and refine your performance

As you start to understand your audience better, you’ll also get a better sense of the kind of content that most resonates with them. Tracking the results of your LinkedIn content gives you important insights. Apply these over time to refine your LinkedIn marketing strategy.

See also  The Complete Guide to Twitter Marketing in 2023

Again, LinkedIn analytics provide critical strategic information. The native LinkedIn Analytics tool provides a good overview of your LInkedIn Page and post performance.

Hootsuite’s LinkedIn analytics can provide additional details. They also evaluate your LinkedIn marketing efforts in the context of your other social channels.

Hootsuite LinkedIn analytics brand awareness

Try for free

Advertisement
free widgets for website

The best way to highlight the results of your LinkedIn marketing is to share your results. Regular LinkedIn marketing reports are a great vehicle. These allow you to see patterns emerge and refine your strategy over time. They also create broader opportunities for brainstorming strategic improvements.

5. Be human

LinkedIn research shows employee networks have an average of 10 times more connections than a company has followers. And content gets twice as many click-throughs when posted by an employee rather than on the company’s business page.

On the recruiting front, employees are likely to have LinkedIn connections in their areas of expertise. When they share job opportunities, they reach a much more targeted audience than your LinkedIn company page.

That’s one of the many reasons why it’s important to include personal profiles in your LinkedIn marketing strategy. That might mean training your C-suite on how to use LinkedIn effectively for thought leadership content. Or it might mean encouraging your employees to share their work life on LinkedIn.

Remember that users can choose to follow personal profiles. This way, they see content from people they want to learn from but don’t know well enough to send a connection request. That further extends the reach of everyone who works for your company, from entry-level employees to the CEO.

Advertisement
free widgets for website

Make it easy for employees to share content on their LinkedIn profiles with an employee advocacy program. Hootsuite Amplify helps you manage and share approved content. You can also use this social media advocacy and marketing tool to measure results and drive higher employee engagement in your advocacy program.

6. Focus on leads, not sales

LinkedIn is more about social selling than social commerce. As mentioned earlier, it’s the top brand for B2B lead generation. It’s a perfect platform for building relationships and connections that will lead to sales over time.

It’s less effective as a platform for spur-of-the-moment purchases. It’s just not the place people go when they’re looking for the latest trending items to buy.

So, rather than trying to sell directly on LinkedIn, focus on building relationships and credibility. Reach out when you see an opportunity, but offer expert advice rather than a hard sell. You’ll be front of mind when the time is right for a buyer to make the purchasing call.

That said, using LinkedIn to drive online sales is not impossible. If you want to take this approach, be sure to position your product or service in a business-appropriate context. It might be helpful to work with an appropriate influencer, as Days did in this LinkedIn post about their alcohol-free beer.

Advertisement
free widgets for website

7. Build your employer brand

Building your employer brand is about more than just job postings. It’s all about showcasing what it’s like to work at your company so candidates feel motivated to join your team.

A strong employer brand makes life much easier for everyone working in your recruiting department. After all, no matter how great a particular role might sound, no one wants to work at a company that gives them doubts or seems like a poor cultural fit.

One of the best ways to show off your culture is to harness the enthusiasm of your existing employees. For example, at Hootsuite, employee advocacy accounts for 94% of organic employer brand content impressions. An employee advocacy tool makes it easy for employees to share approved brand content with their networks.

And a chorus of ringing endorsements of the corporate culture from people who really work there provides exceptional social proof for potential new recruits.

See also  The Complete Guide to Using LinkedIn Hashtags in 2022

Businesses can also add a Trending Employee Content galley to their LinkedIn Page. It’s based on associated hashtags, like this example from Google.

Advertisement
free widgets for website

Google LinkedIn employee content

Source: Google on LinkedIn

8. Participate in the community

LinkedIn is all about participation. Remember, you’re building a reputation that will lead to sales over time. Responding to comments and joining the conversation is an important part of building that reputation.

Look for opportunities to contribute. Congratulate your colleagues and connections on their achievements and career moves. Show support for those who may be newly looking for work.

Tamara Krawchenko Community energy transitions Globe and Mail article

Source: Tamara Krawchenko, PhD on LinkedIn

Most importantly, be sure to monitor the comments on your own LinkedIn content, and reply to let users know you hear them and appreciate them. Remember, their engagement with your content exponentially extends its reach.

Advertisement
free widgets for website

Hootsuite Inbox makes sure you never miss a chance to engage with followers. You can respond to comments directly, or assign them to an appropriate team member. You can also integrate your CRM into Hootsuite to see a full picture of your buyers at every point of contact.

Be community-minded in your content sharing too. For every piece of content you share about your organization, LinkedIn recommends sharing an update from an outside source plus four pieces of content from others. Resharing content in which you’re tagged can be a good place to start.

Use social listening streams in Hootsuite to find even more relevant content to share with your audience. The LinkedIn Content Suggestions tool is another great resource.

LinkedIn content strategy tips

9. Write long posts (sometimes)

Try repurposing long-form content as thought leadership articles to post natively on LinkedIn.

LinkedIn accounts for only 0.33% of web traffic referrals from social media. (Compare that to Facebook’s 71.64%.) Rather than focusing on driving traffic away from the site, provide value within your LInkedIn articles themselves.

Advertisement
free widgets for website

But don’t go too long too often. LinkedIn recommends articles be around 500 to 1,000 words. That said, Paul Shapiro of Search Wilderness found that articles in the range of 1,900 to 2,000 words performed best. So, you’ll need to do some testing to find out what works best for your audience.

LinkedIn is adding SEO titles, descriptions, and tags for LinkedIn articles. This will help other users find your original content. If you regularly post long-form content. Consider creating a LinkedIn Newsletter.

Note: Your regular LinkedIn updates can be much shorter, with an ideal length of just 25 words.

10. Experiment with different content types

You can use the various tabs on your LinkedIn Page to showcase just about anything happening at your company. Company news, corporate culture, and upcoming product details are just a few examples.

There are lots of different content formats to experiment with, too. Consider these important LinkedIn content statistics when planning out what to test:

Advertisement
free widgets for website
  • Images get a 2 times higher comment rate, and image collages can work even better
  • Videos get 5 times more engagement, and live video gets a whopping 24 times more engagement

Once again, though, this is all a starting point. Experimentation is the name of the game when finding out what works for your brand on LinkedIn. Implement an effective testing strategy and keep an eye on your analytics to learn which content formats work best based on your goals.

11. Include a hook above “the fold”

Remember newspapers? As in real physical newspapers that were sold at newsstands? In order to grab your attention, they put the biggest story on the top half of the front page. That half, of course, is above the fold. You see it as soon as you glance at the paper, without having to pick it up, and it intrigues you enough to buy the paper to read more.

There may not be a literal fold on your screen, but there is a metaphorical one. In this case, “above the fold” refers to the content visible without scrolling or clicking “more.” It’s the content seen without making the effort to pick the metaphorical paper up and turn it over.

Make the value proposition for your content clear in this prime real estate. Why should someone read on? What do you have to say that’s worth scrolling for?

See also  Facebook Marketing in 2022: A VERY Complete Guide

LinkedIn posting strategy tips

12. Understand the best time to post

Hootsuite research shows the best time to post on LinkedIn is 9 a.m. on Tuesdays and Wednesdays. When you’re first getting started with the platform, that’s a good place to start.

But the best time to post for your particular brand depends on your particular audience. Specifically, when they’re most likely to be online and ready to engage.

Advertisement
free widgets for website

Hootsuite’s Best Time to Post feature gives you a heat map that shows when your content is most likely to make an impression. You can also find custom posting time recommendations for the best times to post on your LinkedIn Page. These are based on whether you want to build brand awareness, increase engagement, or drive traffic.

LinkedIn Page Hootsuite best time to post feature

13. Schedule your posts in advance

Of course, the best time to post for your audience might not be the best time to post for you. That’s one reason why it’s a good idea to create your posts in advance and schedule them to post automatically at the best time.

Another reason is that creating your posts in advance allows you to dedicate regular chunks of time to creating LinkedIn content. This is easier and more effective than trying to post on the fly. Especially when you’re creating longer form content, it’s a good idea to block off time on your schedule and really get your brain engaged.

Creating content in advance also allows you to get more of the team involved, from senior leaders contributing their thought leadership to editors going over your work with a fine-tooth comb.

Finally, planning and scheduling your content in advance allows you to see how your Linkedin posts fit into your larger social media calendar.

Advertisement
free widgets for website

Hootsuite Planner social media content

Claim your free 30-day trial

14. Set up a regular posting schedule

LinkedIn recommends posting once or twice a day. If that seems overwhelming, consider posting at least once a week – this is enough to double the engagement with your content.

Once you’ve determined the best times to post, post consistently at those times. Your audience will come to expect fresh content from you on your schedule, and they’ll be primed to read it and respond.

LinkedIn DM strategy tips

15. Send personalized messages

Bulk direct messages may save time, but they do not get the best results. LinkedIn data shows that InMails sent individually get 15% more responses than messages sent in bulk.

For maximum effect, mention a detail in the email that shows you actually read the prospect’s profile. Did they mention a skill that’s critical to the role? Have a particularly great LinkedIn bio? Highlight something that tells them why you’re interested, and that they’re not just a potential cog in the machine.

Advertisement
free widgets for website

16. Send shorter messages

If you’re sending InMail to a potential connection, collaborator, or candidate, you might be tempted to pack the message with details about the potential opportunity. But LinkedIn research recently found that shorter InMails actually see a much higher response.

graph showing that shorter InMails get better response rates

Source: LinkedIn

Messages up to 800 characters receive an above average response, with messages under 400 characters performing best of all.

However, 90% of those recruiting on LinkedIn send messages longer than 400 characters. So sending a shorter message can really help you stand out from the crowd.

17. Don’t send on Friday or Saturday

It makes sense that weekends would be slower-response days for sending messages on LinkedIn. But, oddly enough, messages sent on Sundays significantly outperform those sent on Fridays.

Advertisement
free widgets for website

graph showing that InMails sent on Friday and Saturday get lower response rates

Source: LinkedIn

Other than avoiding Fridays and Saturdays, it doesn’t seem to matter much which day of the week you send InMails. Remember, though, that this is different from the best times to post content to your LinkedIn Page.

Easily manage your LinkedIn Page and all your other social channels using Hootsuite. From a single dashboard, you can schedule and share content (including video), reply to comments and engage your network. Try it free today.

Get Started

Easily create, analyze, promote and schedule LinkedIn posts alongside your other social networks with Hootsuite. Get more followers and save time.

Advertisement
free widgets for website

Free 30-Day Trial (risk-free!)

Advertisement
free widgets for website
Continue Reading

Uncategorized

How to Create Effective Social Media Guidelines for Your Business

Published

on

By

how-to-create-effective-social-media-guidelines-for-your-business

No matter what industry you’re in, every modern business needs to have social media guidelines.

Social media guidelines lay out the best social practices for your employees. In some cases, these rules are required by law or for legal protection. But ultimately, the goal of these guidelines is to empower employees with the information they need to make the right choices on social media, both for themselves, and for the company.

This is true even if your company doesn’t have a social media presence yet. Whether you have an official Twitter account or Instagram profile or not, you’d better believe your employees are out there on the internet, chatting up a storm.

This article will review:

Advertisement
free widgets for website
  • The difference between a social media policy and social media guidelines
  • Real-life examples from other brands
  • How to use our free social media guidelines template to create your own set of guidelines

Bonus: Get a free, customizable social media guidelines template to quickly and easily create recommendations for your company and employees.

Social media guidelines are suggestions for how employees of a company should represent themselves and the company on their personal social media accounts.

Think of social media guidelines as an employee manual for social media best practices.

They should outline how to behave on social media in a way that’s positive and healthy for the company, employees, and customers alike. Social guidelines may include etiquette tips, helpful tools, and links to important resources.

Advertisement
free widgets for website

Importantly, we really don’t recommend prohibiting employees from using social, or restricting them from talking about your company at all. It’s not a good look to police or censor your team members’ social presence: talk about a morale killer, and say goodbye to any organic ambassador opportunities.

Social media guidelines, it should be noted, are different from your company’s social media policy. They’re also distinct from your social media style guide.

A social media policy is a comprehensive document that describes in detail how the company and its employees use social media. These policies are intended to protect a brand from legal risk, and maintain its reputation on social media. Where a social media policy lays out the rules and repercussions for breaking them, social media guidelines are more instructive.

A social media style guide, meanwhile, defines the brand voice, brand visuals, and other important marketing elements. It is often used by the content creators in an organization to ensure that their posts are “on brand”.

One more distinction: social media guidelines are also different from community guidelines, which set the rules for public engagement with your account or group.

Advertisement
free widgets for website

Want to learn more? Take Hootsuite Academy’s free course Implementing Social Media Governance Within your Organization.

Every single employee (yes, including Maurice in accounting) is a potential online brand ambassador. Sharing social media guidelines is your chance to provide the whole team with tools to help them hype you up positively, inclusively, and respectfully.

Use social media guidelines to:

  • Empower your employees to engage positively on their personal social accounts
  • Educate on social media best practices
  • Encourage employees to follow your official accounts or use official hashtags
  • Distribute your company’s social media strategy
  • Introduce employees to helpful third-party tools and resources, such as Hootsuite’s social media dashboard or Hootsuite Academy training
  • Protect your employees from social harassment
  • Safeguard your company from cybersecurity risks
  • Clarify what information is OK to share, and what is a violation of confidentiality
  • Boost your brand’s reputation on social media
See also  TikTok Ecommerce 101: Why Your Business Should Be on TikTok

While social media guidelines are usually crafted to share with employees, anyone else you’re working with can benefit from these best practices too — think corporate partners, marketing agencies, or influencers.

If you don’t create best practices around how your company is represented or discussed on social media, things can spiral out of control fast. And on the flipside, a lack of social media guidelines also can prevent you from benefiting from employee content. An enthusiastic team member, armed with social guidelines and feeling confident about what they’re allowed to say, can become a powerful ambassador for your brand.

Here’s a rundown of core sections you should include in your social media guidelines. But of course, while these details are common, go ahead and tailor any part of this to fit your brand: after all every industry is different.

Advertisement
free widgets for website

In fact, every company is different… so before you lock in any hard and fast rules, you might want to check in with your team. Your employees might have specific questions or concerns that could be helpful to address in your master doc.

1. Official accounts

Identify your company’s official social media channels, and encourage employees to follow. This isn’t just a chance to gain a few more followers: it’s an excellent opportunity to demo to employees how your brand presents itself on social media.

You might also want to identify specific hashtags, too, if those are a core part of your social strategy.

In some cases, companies either allow or require certain employees to run brand-affiliated social accounts. If that’s something your business does, this is a good place in your social guidelines to explain how a team member can (or can’t) be authorized for their own branded account.

2. Disclosure and transparency

If your team members are proudly identifying on their social accounts that they work for your company, it’s a good idea to ask them to clarify that they’re creating social media posts on behalf of themselves, not your brand. Adding a disclosure to their social profile or bio that “All opinions expressed are my own” (or similar) helps make it clear that these are not official viewpoints.

Advertisement
free widgets for website

That being said, if they’re going to discuss company-related matters on social, it’s actually required by law that they identify themselves as an employee. This one’s a rule, not a friendly suggestion. In fact, in the United States, the Federal Trade Commission requires the identification to occur in the relevant post. Just noting it in a bio is not enough.

Mekka Okereke Google digital ecosystems opinions my own Twitter bio

An example of a Google employee’s Twitter bio

3. Privacy

It never hurts to remind your team that confidential company information is confidential off the clock, too. Whether private info about coworkers, financial disclosures, upcoming products, private communications, research and development intel, or other sensitive information, clarify that privacy and confidentiality should be respected across all social media platforms.

4. Cyber safety

Cyber hacks and threats are no joke. Even if your employees are vigilant about phishing scams and the like, it never hurts to review cyber-safety basics, especially if you collect information about customers or clients.

Cyber safety first!

Advertisement
free widgets for website

A quick refresh of cyber security 101:

  • Choose strong passwords
  • Use a different password for every social account
  • Don’t use the same passwords for your corporate accounts
  • Use two-factor (or multi-factor) authentication to login to social networks
  • Limit the personal and professional information you share
  • Use personal credentials for personal accounts
  • Make sure your Internet connection is secure
  • Do not download or click on suspicious content
  • Only activate geolocation services on apps when necessary
  • Practice safe browsing
See also  7 Tools to Help You Remove the Background from an Image

5. Harassment

Guidelines commonly remind staff to be kind on social media. But beyond promoting positivity, businesses should also make clear that they do not tolerate any form of social media harassment.

On the flip side of that is an opportunity to provide your employees with support should they experience harassment. Define your policy for dealing with trolls or bullies, whether it’s to report them, ignore them, or block or ban them.

Tell people how to report issues they may have seen or experienced. If support is needed, tell employees how and where they can get it.

Providing protocol and tools is going to help your team nip problems in the bud before it grows into a full-blown social media crisis.

6. Inclusivity

It’s important for every employer and brand to promote inclusivity on and off social media. Encouraging your employees to do the same is a way to show that you care about them, too.

Advertisement
free widgets for website

Inclusivity guidelines may include:

  • Use inclusive pronouns (they/them/theirs/folks)
  • Provide descriptive captions for images
  • Be thoughtful about representation
  • Don’t make assumptions about gender, race, experience, or ability
  • Avoid gender or race-specific emojis
  • Feel free to share your preferred pronouns
  • Use title case for hashtags (this makes them more legible for screen readers_
  • Use diverse imagery and icons. This includes stock imagery, emojis, and branded visuals.
  • Report and remove any comments deemed sexist, racist, ableist, ageist, homophobic, or hateful to any group or person
  • Make text accessible, using plain language and accessible to people learning English as a second language or those with learning disabilities

Find more inclusivity resources here.

7. Legal Considerations

Your social guidelines can include a reminder to employees to respect intellectual property, copyright, trademarks, and other relevant laws. When in doubt, the rule of thumb is relatively simple: if it’s not yours, and you don’t have permission, don’t post it. Easy!

8. Do’s and don’ts

Of course, while you may want to get into detail with the previous sections, making a quick-to-reference list of do’s and don’ts is a chance to spell things out super clearly.

For example…

  • DO list the company as your employer in your social media bio (if you wish to)
  • DON’T engage with competitors in an inappropriate way
  • DO share company social media posts, events, and stories
  • DON’T share company secrets or confidential information of your colleagues
  • DO express your own opinion — just make sure it’s clear you’re not speaking on behalf of the company
  • DON’T comment on legal matters pertaining to the company
  • DO report harassment you’ve experienced or noticed
  • DON’T engage with trolls, negative coverage or comments

9. Helpful resources

You may wish to include links to helpful resources throughout your guideline document, or you might want to list in a separate section. Wherever you put them, it’s a good idea to link to your social media policy, social media style guide, and community guidelines, so everyone has this info at their fingertips.

Other links you might want to include could be:

Advertisement
free widgets for website
See also  How to Make Money on Social Media: Tips for Brands and Creators

If your company offers social media resources, what better place than your social media guidelines to make everyone aware of them? Whether its tools or training from Hootsuite, or stipends for social media classes, empower the people that work for you to put their best foot (feet?) forward on social.

For instance, may we recommend Hootsuite Amplify? It’s a great way to find vetted content to share and enhance your personal brand.

10. Contact Information and Date

Be sure to also add information where questions can be sent. That may be a specific person, a forum or Slack channel, or an email address.

You should also indicate when your guidelines were most recently updated.

Looking for real world examples of social media guidelines? We’ve assembled a few sources of inspiration.

Advertisement
free widgets for website

Grossmont-Cuyamaca Community College District freedom of speech be respectful and get your facts straight

The Grossmont-Cuyamaca Community College District outlines tips for best practices clearly and concisely. “Freedom of speech must be exercised responsibly,” the page reminds readers. “These recommendations provide a roadmap for constructive, respectful, and productive use of social networking sites.”

Intel Social Media Guidelines

Intel makes every effort to assure employees that they’re not here to censor or police their online behavior. “We trust you,” the guidelines say, both explicitly and implicitly. Right off the top, Intel is clear about its wishes: Be Upfront, Focus on the Good, and Use Your Best Judgement.

Stanford University Communications Social Media Guidelines

Stanford University (yep, the same institution Facebook founder Mark Zuckerberg dropped out of) has social media guidelines that are quite dense, but provide lots of resources and context for users. If your social media guidelines are this thorough, it may be a good idea to review the key takeaways with your team in a workshop or seminar to make sure the details aren’t skimmed over.

Bloomberg School of Nursing University of Toronto respect and accuracy

Bloomberg School of Nursing at the University of Toronto has a very concise, bullet-point list of guidelines that are easy to digest at a glance. It’s a good reminder that how you design your guidelines can help with comprehension, whether it’s a web page, a PDF or a brochure.

Sharp News social media standards accountability

Remember that your guidelines can be as long or as a brief as you wish. Sharp News, for example, only has four guidelines for social media use.

Advertisement
free widgets for website

International Olympic Committee social and digital guidelines Beijing 2022

The Olympic Committee kept its social media guidelines to one page for the Beijing Olympics — albeit a pretty dense one. Leaning on the “do’s” and “don’ts” makes it clear at a glance what is acceptable and what is frowned upon.

Nordstrom employee guidelines social media and blogging

Because Nordstrom is a company that deals with customer service and privacy is important, its social media guidelines are heavily focused on protecting customers. Your own industry will have its own special sensitivities, so adjust your guidelines to fit your specific problem areas (or opportunities!).

We’ve distilled all these hot tips into one free downloadable template. It’s just a simple Google doc and quite easy to use.

Simply make a copy and start plugging in your recommendations to guide your team to social media greatness.

Social media guidelines free downloadable template

Save time managing your social media presence with Hootsuite. From a single dashboard you can publish and schedule posts, find relevant conversions, engage the audience, measure results, and more. Try it free today.

Advertisement
free widgets for website

Get Started

Hootsuite Amplify makes it easy for your employees to safely share your content with their followers—boosting your reach on social media. Book a personalized, no-pressure demo to see it in action.

Book your demo now

Advertisement
free widgets for website

Continue Reading

Trending