February 27, 2020
/ by Rocky Parker
See the original post on Beyond Bylines.
As journalists and bloggers know, once you’ve completed a new post and hit “publish,” the job isn’t over. Promoting your work on social media is a key factor in its success.
Two-thirds of Americans say they get at least some of their news on social media, according to Pew Research Center. It’s important to reach readers where they are.
But it’s never as easy as creating one post and sharing it across all the social networks. The same content may not resonate with audiences on different social media platforms. So what works for each one?
Here are some pointers for promoting the same content across four of the largest social media platforms: Twitter, Facebook, LinkedIn, and Instagram.
To work smarter, not harder, you need to know where your audience is.
For example, certain audiences may be more active on Twitter than Facebook and it may be more effective to target younger audiences on Snapchat and TikTok.
Find out where your posts are being shared. Where are you getting the most engagement? The least? Do some research to find which platforms have active conversations that relate to what you write about.
Get an idea of the demographics of different social media platforms to see which ones are the most representative of your audience.
Once you have an understanding of where you have the best chance of getting in front of your readers, you can plan the type of content that’s going to appeal to them on that particular platform.
Twitter has 330 million monthly active users and is the platform of choice for many journalists.
But with more than 8,000 tweets sent every second, Twitter’s fast-paced nature means it can be tough to cut through the clutter and get your story seen. Just tweeting the post headline and a link to it probably won’t be enough.
So what works on Twitter?
With more than 60% of U.S. adults using Facebook and 43% getting news from the site, it shouldn't be overlooked.
Since Facebook allows you to post several types of updates (link, photo, video, text, and story), you have plenty of opportunities to share your content in different ways.
Posting on LinkedIn is a chance to reach an audience of your peers, share news about your industry, and connect with potential employers or employees, as well as sources.
The audience actively using LinkedIn may be mainly looking for content that will boost their career prospects, but that doesn’t mean you have to rewrite your post. It may only take some creativity.
University of Maryland students were able to promote an investigative piece about the abuse of taxpayer money by positioning it as a look at the overtime system in Pennsylvania. As one of the former students explained to Poynter, “Knowing what your audience wants from you can help you figure out where you can look for stories and what you can write about in order to also help your organization build their audience.”
So what plays well on LinkedIn?
Instagram is one of the most popular social media networks in the world, with 1 billion monthly active users. But it’s not just for photos of vacations and food.
With 35% of Instagram users under the age of 35, it’s a great platform to reach a younger, engaged audience.
People remember 80% of what they see, as opposed to 20% of what they read. So how do you grab their attention on Instagram?
If you don’t have access to a design team, try creating your own graphics with a tool like Canva that makes it simple with a large selection of templates that are easy to customize with your branding. Check out the infographic at the bottom of this post -- I (a person with little design experience) created it using Canva.
It can be tough to keep track of all the content that needs to be promoted, what to post on which platform, and when.
Store a list of relevant hashtags that you and your team can reference as needed. This could include industry- or campaign-specific hashtags. Keeping track of some of your most commonly mentioned accounts also is a good idea, as including a @mention of the wrong account can reflect poorly on you.
Get even more organized by signing up for a social media management tool. Apps like Falcon.io allow you to schedule social media posts to a range of social platforms, reply and comment directly from the tool, and measure how your posts are performing.
Get the latest updates on PR, communications and marketing best practices.
Keep up with everything Cision. Check here for the most current product news.
Thought leadership and communications strategy for the C-suite written by the C-suite.
A blog for and about the media featuring trends, tips, tools, media moves and more.
1-877-297-8912from 8 AM - 5 PM CT