If your job is anything like mine, you’re probably updating Facebook Pages on the daily, constantly keeping an eye out for relevant content to pin to your clients’ Pinterest boards, and retweeting Tweets that your client has been @mentioned in. With all the daily tasks that are involved in maintaining social media networks, it’s easy to get bogged down with the little details and forget about the big picture.
Since we’re still early on in the new year, my team and I decided that now would be a great time to take a step back and think about what really makes a business’ social profile effective and complete. Here are some tips for getting the most use out of your Facebook, Pinterest, and Twitter.
Give your Facebook a Facelift
Spruce up items “above the fold”
Like all other websites, it’s very important to be mindful of what shows “above the fold” on your Facebook Page. In terms of Facebook, this tends to be your cover photo, profile photo, tabs, and basic company info. Here are some things to evaluate above the fold on your Facebook Page:
- Have you updated your cover photo in the last few months? Having a new cover photo every so often keeps your Facebook Page looking fresh. It also creates a story that will be shared in your followers’ news feed, thus creating a post that you didn’t even have to write! A good rule of thumb is to update your cover photo as the season changes or when you have something new and exciting to share.
- Are your most relevant tabs displayed and do they have eye-catching images? Relevant tabs depend on what you or your client are most interested in giving people quick access to, but this can include items such as your blog, an email sign-up option, and links to your other social profiles. Once you’ve decided which tabs you would like to include, consider creating images for each. (Note: Facebook lets you choose three tabs to display; the first tab is automatically set to “Photos”)
- Is your “About” section complete and up-to-date? Some of your “about” info shows up under your profile picture, so it’s a good idea to have as much of it filled out as possible. Depending on what kind of Page you own, you can add a website, business hours, and more.
Create albums for your Timeline Photos
Whenever you add a photo to a Facebook status update, that photo is added to an album called “Timeline Photos”. This album can end up having a lot of different pictures in it, and the title of the album just isn’t descriptive.
If you tend to post photos that fall into a few themes or categories, consider creating photo albums based on those categories. For some of our apartment community clients, we create albums for property photos, lifestyle photos, and photos from our blog posts. This might not seem necessary, especially if you don’t think the people who like your posts are actually visiting your Facebook Page, but for new visitors to your Page photo albums are a great way for people to gauge if they want to “like” your Page based on the content they see in your albums.
It’s easy to move photos from your Timeline Photos album to another album without altering the post. Simply go to your albums, find a photo you would like to move into another album, hover over it, and click the pencil icon. There will be an option to “Move to Other Album”. I’ve found that a good tactic for moving photos is to wait until the end of the week and then move all photos from the week into the appropriate albums so that you’re not having to worry about it on a daily basis.
Leverage other Pages’ fans – interact!
One of the main reasons a person has a Facebook profile is to be able to interact and engage with others, and the same is true for your business’ or client’s Facebook Page. It’s important to “like” Pages that are relevant to your Page and to then like and share those Pages’ posts. Doing so gets your name out to more people and can possibly lead to new fans.
It also helps to show your followers which brands you align with. You can do this by choosing which Pages you would like to be “featured” on your Page in your “Likes” section.
Thunder’s featured likes:
You can choose your featured likes by going to your Page’s admin panel, clicking “Edit Page” and then clicking “Update Page Info”. From this page, click “more” and then click “featured”.
You will then be able to “edit featured likes”.
Check out your Insights
The Facebook Insights tool is a great way to see which of your posts are performing well. From this dashboard you can see which of your posts got the most likes, comments, and shares and you can also see if posting time had an effect on your post. If you see that a post had the most reach was published at 6pm, consider posting more updates around that time. If you notice that you get the most likes when you post an image of a specific product, it might be a good idea to post more images of that product. Facebook Insights are accessed from the admin panel. If you want to see which posts are driving traffic to your site, try using UTM parameters on your links. You can learn all about UTMs in Monique’s awesome blog post.
Pamper and Primp your Pinterest
Relevance is key for Pinterest. A great way to get your pins re-pinned is to pin items that people are actually looking for. This might seem like common sense, but it’s always something I try to keep in mind. For example, if a holiday is coming up I try to pin home decor items that relate to the holiday, rather than the more typical “perfect paint color for your bedroom walls” pin. Similarly, since most of my east coast clients have been experiencing below freezing temperatures lately, I’ve been pinning “warm clothes” or “cold weather fashion” pins to their fashion boards, as opposed to tank tops and shorts. (Did I mention how much I love living in southern California?)
Speaking of holidays and seasons, it’s always good to keep these in mind for your board cover images. If you have a “Holiday Treats” board, make sure you have a heart-shaped cookie or pink cupcake as your cover image in the weeks leading up to Valentine’s Day. Even if you have a more generic “Home Decor” board, consider using a photo of winter-themed throw pillows for your cover image in December and January.
One last note about relevance: make sure your most relevant boards, or the ones you want people to see right away, are positioned in the top rows of your boards. If you’re running a Pinterest sweepstakes, the sweepstakes board should be one of the first ones. If you’re no longer running the sweepstakes but do not want to delete the pins, move that board to the bottom row. Also, holiday-themed boards should appear closer to the top when that holiday is happening. Again, move them to the bottom if the holiday isn’t coming up anytime soon.
Evaluate titles and descriptions for boards
Sometimes, in the midst of a pinning frenzy, you’ll create several boards and pin like there’s no tomorrow. This is fine, but make sure that you revisit those boards and optimize the titles and descriptions. It’s always nice to give your boards interesting titles that also relate to your business or the client you’re pinning for. Again, since several of my clients are apartment communities, I like to use titles such as “Apartment Tips” and “Her Walk-in Closet” as opposed to “For the Home” and “Women’s Fashion”.
Board descriptions are helpful in getting your boards to show up in searches, so don’t forget to include them! Additionally, they serve a double purpose: they help you relate the board to your business or client. For example, several of my apartment communities have varying boards for recipes (and they’re not just called “Recipes”, but things like “Delicious Recipes” or “Recipes to Try” or “Tasty Vegetarian Recipes”). In the description of the boards I always try to include something that I think people will be searching for and something that ties back to the client, such as: A board dedicated to all the delicious dinner meals you can cook in your [apartment community’s name] kitchen.
Get on community boards
A great way to get more followers and spread your influence on Pinterest is to join a community board, which allows multiple pinners to pin to the same board. This is a great way to add an additional board to your Pinterest collection AND get your pins seen by more people. It takes a little bit of work, (see Kelly’s tips and steps for joining a community board here), but it’s definitely worth it, especially if you pin images from your website or blog. You then have the opportunity to get even more traffic back to your website than if you had just pinned to your regular Pinterest boards.
Try out “Rich Pins”
A newer feature of Pinterest is the ability to add extra details to your pins, thus creating rich pins. Currently there are five types of rich pins: recipe, movie, article, place, and product. Recipes pins are made “rich” by adding ingredients needed, as an example. If pins from your website fall into any of these rich pin categories, visit the Pinterest Developers’ Rich Pins page to learn how to start using them.
Pin to a “Place” board
Another feature of Pinterest is the ability to have a place connected to a pin and then make a map of all those pins on a place board. This can be helpful for mapping out your client’s locations as well as businesses near your client. To learn more about place boards and pins, visit the Pinterest Place Pins post.
Tidy Up Your Twitter
Spruce up items above the fold…again!
Like Facebook, Twitter also deserves some attention above the fold. Twitter allows you to do some pretty nice customization through the use of background and header images. These photos are helpful for branding and displaying information that you want users to be able to see at all times.
- Background images: Twitter limits the characters in your bio so you can use your background to display a URL, phone number, or any other information that is relevant to your business or client. Thunder uses the background to promote our blog URL.
- Header images: These images sometimes display more prominently on mobile devices, so use them in a way that helps with your branding but also makes it easy to read your bio since this is where it appears.
- Bio: Your bio tells users about your business or client in 160 characters or less, so keep it short and informative! Always make sure to include a link back to your website.
Assess your following-to-follower ratio
Every once in a while, it’s a good idea to go through the profiles you are following and evaluate if you should be following all of them. If the profiles seem to not be posting much, are not relevant to your business, or have not taken the time to follow you back (unless they’re a profile of significant magnitude, such as Grumpy Cat), consider unfollowing them. On the flipside, go through your followers on occasion and see if there are any that you should be following back but haven’t. It’s nice to have a pretty even following-to-follower ratio.
Create Twitter Lists
A Twitter list is simply a list of Twitter users you have chosen to group together. Lists are helpful because they allow you to look at segmented groups of users. Depending on your business or client, you can make lists of people who work at the business, industry leaders, and more.
As an example, a helpful list for my apartment community clients could be lifestyle tips which could include Apartment Therapy, Martha Stewart, TV personalities from HGTV, and more. Adding a list like this and making it public can show your followers who you follow for industry news. However, you can also make private lists to keep track of competitors as well.
Here are examples of lists from Thunder:
Leverage your favorites
Favoriting a tweet is similar to bookmarking a website. It allows a user to come back and revisit tweets by going to their “Favorites” within Twitter. This is different than a re-tweet, which allows a user to share your tweet with all of their followers. Even though they aren’t sharing it, they’re finding it valuable enough to possibly come back to it.
Investigate who has favorited your tweets and see if they’re worth following, such as an industry leader or popular company. Then, every so often, check to see which of your business’ or client’s tweets have been favorited the most and try to post content similar to those tweets. If you make a habit of including links to your website in your tweets and they get favorited, there’s a good chance you will start gaining repeat visitors to your site.
Shorten your links
A great way to keep your Twitter profile looking neat and tidy is to use shortened links in your tweets. These links give you room for more characters and just look cleaner overall.
We’re big fans of bit.ly because if you have an account you can keep track of all your links and see how many clicks they received. You can even create vanity URLs, like http://bit.ly/ThunderCatsRule. Other shortening services include Hootsuite’s Ow.ly, Google’s goo.gl, and TinyURL.
So there you have it, some tips and tricks for revamping your social media profiles. Have a tip you’d like to share? Leave it in the comments below!