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How to Make Money on Social Media: Tips for Brands and Creators

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The good news: There are so many ways to make money on social media!

The bad news: There are so many ways to make money on social media…

Where do you start? Earning a living as a creator is possible with the right strategy and mindset, but it can be overwhelming to figure out how.

And brands… As you know, social media changes constantly. What’s working to drive sales from social media right now? How do you work with creators?

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Creators and brands, this article is chock full of strategies for both of you. Bust out your marketing plan and let’s go.

Bonus: Download a free, fully customizable influencer media kit template to help you introduce your accounts to brands, land sponsorship deals, and make more money on social media.

1. Partner with brands

This is what most people think of when they hear “making money on social media.” The OG method: Becoming an influencer.

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Relax. It doesn’t have to mean taking selfies for sponsored posts featuring “diet tea.” Not only should you avoid doing that because you’re gorgeous the way you are, but also because your audience will see right through it.

To maintain your integrity, work with brands that:

  • Naturally fit your content and personality
  • Have products you actually use
  • Offer value to your audience

Whoever you partner with, ensure the content on your social media accounts still feels like you.

Parenting-focused creator Lindsey Gurk creates hilarious Reels, often with her own (amazing) singing. This sponsored Reel feels as authentic as her organic content.

As for what to charge, that’s up to you, but check out these influencer earnings benchmarks for inspiration. (Plus, learn more about sponsored content, a.k.a. sponcon.)

2. Join an affiliate program

Affiliate marketers share links to products or services and earn commissions when someone buys through that link (or via unique coupon code).

There are three ways to start affiliate marketing:

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  1. Join an affiliate network: There are many options, such as Impact and ShareASale, where you can join multiple affiliate programs in one network.
  2. Join a specific company’s affiliate program: Many brands run their own affiliate programs, which often pay better than joining through larger networks.
  3. Pitch a custom affiliate relationship: Established creators often negotiate custom rates and contracts with brands for long-term partnerships.

Affiliate marketing is a snowball effect. At first, if you don’t have a large audience, you probably won’t make very much. (Not always true, though!) Sharing affiliate content over time will pay off, as long as you focus on serving your audience first.

LTK (formerly Like to Know It) is one of the most popular affiliate programs for fashion creators. When people visit the link in this post…

…they can shop the entire outfit, neatly organized. Creators can add items from almost anywhere, earning commission on any sales, and LTK adds the FTC-required disclaimer at the top.

​​ Like to Know It affiliate marketing for fashion creators

Source

A few important rules to follow for affiliate marketing:

  • Always disclose your links. When posting content that features affiliate products, be honest and let your audience know you’ll earn a commission if they buy. You can use hashtags like #affiliatelink or #ad. It’s required by the FTC.
  • Not everything needs to be an affiliate link. Don’t shy away from recommending your favorite items if they don’t have an affiliate program. You’re here to serve your audience first, remember?
See also  24 Gen Z Statistics That Matter to Marketers in 2022

3. Enroll in platform-specific monetization programs

Social media platforms need creators to keep users engaged so brands keep running ads. #RealTalk

Because of that, they’re constantly launching creator-friendly features to help you earn more money. I mean, help them earn more money off you…

But since you’re creating content anyway, sign up for every program you can. Why not, right?

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TikTok Creator Fund

There are tons of ways to earn money on TikTok, including branded content, tips, gifts, and their dedicated Creator Marketplace. The Creator Fund is simple: TikTok pays you for views.

It’s a no-brainer if you meet the steep eligibility criteria. Earn more with the content you’re already making.

Pinterest Creator Rewards

Pinterest is currently testing a new rewards program for Idea Pins. They also offer an application-based fund which is unique as it’s meant to lift up underrepresented creators.

Check out more ways to make money on Pinterest.

YouTube Partner Program

The combination of video view earnings and partial ad revenue means YouTube creators can start earning decent money with an audience of a few thousand (or one really viral video). To sign up for the program, you need at least 1,000 subscribers and 4,000 watch hours.

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There are other ways to make money on YouTube, too.

Instagram Subscriptions

Subscriptions allows you to add a membership to your Instagram account. Followers can pay a monthly, in-app fee to access exclusive content, which can be anything from subscriber-only posts and Reels to group chats, livestreams, and more.

Dara Starr Tucker subscribe button

Source

It basically combines the functionality of Patreon right inside Instagram. Currently, Instagram Subscriptions is available to U.S.-based creators.

Not to worry, there are lots of other ways to make money on Instagram.

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Instagram and Facebook Reels Bonus Program

Meta runs ever-changing bonus programs that pay you for either Instagram Reels views, or reaching other achievements on Facebook. Currently, these are invite-only programs available to select U.S-based creators. If you’re eligible, you’ll get an in-app notification to sign up.

Increase your chances of getting in by:

  • Using Instagram to create your Reels. Instagram hints that creators using “Instagram creative tools” get priority.
  • Creating positive, original Reels. Instagram wants trend-setters, not trend-followers.
  • Removing watermarks. Don’t repost straight from TikTok. Remove any watermarks and ensure your upload quality is set to high. Turn this setting on in the app from Settings -> Account -> Data usage.

data usage upload at highest quality

4. Sell merch

Making decent money from your own merchandise requires a dedicated following. You don’t need a million followers, but may want more than, like, 100.

There’s also the actual making of the merch. What will you make? How will you make it—yourself, or outsource it?

There are lots of ways to outsource the production of apparel and gifts with sites like Printful. And, ways to sell it with an Etsy or Shopify store.

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The key, besides loyal followers, is merch that makes sense. Tech reviewer Sara Dietschy’s line of tech accessories tie in nicely with her brand slogan of “rhymes with peachy” and align with her audience’s interest in technology.

See also  How to Do Social Media Marketing for Small Business

Moment Peachy Merch

Source

5. Create and sell an ebook or online course

Have a skill to teach? Diversify your income by creating your own course or book.

Emil Pakarklis wanted to get better at photography. He grew a following as he developed his skills armed with only an iPhone. He turned his experience into a course. Over 319,000 people have taken iPhone Photography School at about $75 USD.

Quick math here… That’s $23.9 million.

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Here’s how he uses TikTok to promote his course.

iPhone Photography School TikTok

Source

If course creation seems overwhelming, start small with something from the next section.

6. Host an event or workshop

Events and workshops are a quick way to monetize your social media presence.

They require a lot of work to set up and promote if you’re creating something from scratch. But, you can record it and use that content for lots of other things: Chop it up into many social media posts, or turn the whole thing into a course and sell it.

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Event ideas to create and launch:

  • An in-person course or workshop.
  • An online webinar or livestream presentation.
  • A charity fundraiser and networking event.
  • A summit or convention, partnering with other creators or brands.

Alternatively, there are ways to reap the benefits of events without having to create it yourself, such as:

  • Becoming a paid speaker for conferences.
  • Podcast and media interviews. (Not always paid, but can be.)
  • Sponsoring or advertising at someone else’s event.

Thinking of hosting a virtual event? Make sure you do these 10 things.

4 ways to make money on social media as a brand

1. Sell your products using native commerce features

Social selling is one of the most powerful ways to use social media for your business. Brands that embrace social selling are 51% more likely to reach their sales goals.

Instagram Shop

Instagram currently offers brands the ability to display your products under a “Shop” profile tab.

Stoic Beauty Skincare

Source

However, the Shop tab will disappear around March 2023—so make the most of it now. It appears Instagram will still offer brands some sort of Shop section after the change, so be ready to pivot in Q2.

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For now, set up your Instagram Shop in a few easy steps.

Facebook Shop

Setting up an Instagram Shop automatically carries over to Facebook, too. Although with Instagram’s Shop tab ending soon, we can assume Facebook’s Shop tab will go along with that.

Commerce tools on Facebook remain murky, as Meta also removed the Live Shopping feature in October 2022.

One thing’s for sure, video content and Reels continue to be important for succeeding on Instagram and Facebook, so up your game with these Reels ideas.

Pinterest Shopping

Pinterest says their users spend up to 80% more shopping every month compared to users on other platforms. They offer multiple ways for brands to boost revenue:

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  • Partnering with creators on branded Idea Pins.
  • Multiple ad formats, including dynamic Shopping ads and AI-powered “try-on” Pins.
  • A Shop profile tab that auto-imports your ecommerce catalog.
See also  Engagement Rate Calculator + Guide for 2023

TikTok Shop

TikTok offers a robust ecommerce solution for brands. You can launch a Shop on your profile, run ads, partner with creators in-app, and feature products in videos with integrated checkout.

If you use TikTok, don’t sleep on this opportunity. TikTok users love to shop: 71.2% report buying something they saw on the app.

Note: TikTok’s social commerce solutions are only available in some countries.

Snapchat Store

Snapchat offers a Shop tab similar to Instagram’s current one: Your followers can browse products from your profile and checkout on your website. Right now it’s only available to verified Business accounts.

Growth = hacked.

Schedule posts, talk to customers, and track your performance in one place. Grow your business faster with Hootsuite.

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2. Set up an affiliate program

Setting up your own will involve some legwork but creators love affiliate programs. You’ll have to create a legal contract for your affiliates to agree to, as well as decide on how much to pay.

There’s no right answer but most programs offer a flat rate per sale, or a percentage of one.

affiliate program graph with flat rate and percentage of sale

Source

It’s possible to manage your own affiliate program on your website, or an easier option is to offer yours through a network like Impact.

3. Upsell with an AI chatbot

Heyday goes beyond basic chatbots by using advanced AI to adapt tone across sub-brands, learn from past interactions, and offer 24/7 multilingual support.

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After Groupe Dynamite launched their custom Heyday chatbot on Facebook Messenger, their traffic went up 200% and 60% of all customer conversations were automated—with detailed analytics to ensure satisfaction remains high.

Product recommendations within Heyday dashboard
Heyday

Plus, Heyday is made by Hootsuite, so you know it’s gonna be awesome, right?

Check out more chatbot examples to grow your business.

4. Work with social media influencers and content creators

It seems like every video about Procreate on YouTube is sponsored by screen protector brand Paperlike—because it works.

Their 2 minute Kickstarter launch video showed testimonials from real artists and designers and earned them $282,375—56 times more than their original campaign goal.

Lesson learned? Copy and paste that strategy to influencer marketing. Paperlike continues to partner with artists and creatives who use the product.

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Paperlike’s strategy shows influencer marketing can be simple: Let your users do the talking, combined with genuine action (e.g. using it all the time, not just for a campaign).

Snag a complete strategy for your business from our guide to working with influencers.

Whether you’re a creator or brand, check out all the ways Hootsuite can help you run your social empire—beyond scheduling and publishing.

Maximize your earning potential by managing all your social media marketing and publishing with Hootsuite. Engage with and find your audience with innovative tools like Best Time to Publish and a unified DM inbox. Try it free today.

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How to Write a Great Social Media Call to Action

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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.

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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.

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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.

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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.

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

See also  Squash Social Media Trolls With These 9 Tips [Guide]

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!

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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!”

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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

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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.

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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.

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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  How to Run a Smart Social Media Takeover in 7 Steps

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.

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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.

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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

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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  Writing for Social Media in 2022: Tips and Tools

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

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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.

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— 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

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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.

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LinkedIn Marketing Strategy: 17 Tips for 2023

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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.

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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.

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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.

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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.

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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.

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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  How to Become a (Well-Paid) Content Creator in 2022

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

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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.

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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.

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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  9 Social Media Trends You Need to Know to Plan Your 2022 Strategy

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

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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.

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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.

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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:

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  • 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  How to Schedule Instagram Stories in 2022 [4 Simple Steps]

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.

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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.

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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.

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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.

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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.

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

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How to Create Effective Social Media Guidelines for Your Business

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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:

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  • 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.

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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.

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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  LinkedIn Marketing Strategy: 17 Tips for 2023

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.

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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.

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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!

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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
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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.

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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:

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See also  2022 Instagram Marketing: Complete Guide + 18 Strategies

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.

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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.

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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.

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