This week we are going to focus on establishing or performing critical updates to our social media pages. Having a robust social media presence tells both clients and search engines that your business is active, relevant, and engaged. It can also take up a lot of your time, which is why we’ve incorporated it into our Marketing Mondays workflow. This week we’ll perform necessary updates and set up to make Mondays a breeze in 2019.
Establishing Your Social Media
Chances are you already have social media pages established for your brands. If you do not (or you have been thinking about adding a new platform on which to market) here is where you start. Perform the tedious tasks associated with setting up an account on the platforms which you feel are important for your brand. A generic guide is that each brand should have a Facebook page. Brands targeting consumers or clients directly should also consider Instagram and Pinterest. Brands targeting other businesses or professionals should consider Twitter and LinkedIn.
Just because a platform is recommended doesn’t mean that you HAVE to use it. Use what fits your brand, your personality, and what you personally have the time to manage (or budget to outsource). Some platforms will require more time each week, so take that into effect as you create accounts. It may be better to not have an account rather than have a dormant one that is never updated.
Our wedding brand has had both an Instagram and a Facebook account since we started it 6 years ago. Last year, I added Pinterest to the mix. Since we diversified our brands, I also created separate pages for the 304 Collective. The new addition for this year is a LinkedIn account.
Updating Your Social Media
If you’ve had accounts on these platforms for a while, they might be in need of an update. Make sure that all relevant information is correct; especially your address (if listed). Search engines cross-reference this information. Accounts that have up to date and correct info are valuable additions to your SEO.
Check your header images and profile images to be sure they are professional and on brand. Take advantage of some of the newer options made available this year like Instagram’s Story Highlights or the Our Story Feature on Facebook.
Scroll through your feeds and feel free to delete anything that doesn’t feel like it fits you anymore.
Update Your About Page
We aren’t going to do a full website update right now, but do take a few moments to update the About page, social media links, and essential footer info like your address and contact info. Make sure that you actually look like your photo on the about page so your clients will know who to look for when meeting you.
Select a Scheduling Tool
Facebook has made managing your business page very easy. You can schedule everything for free, right within the platform. Instagram is a bit more difficult; you’ll need to use a 3rd party platform. Some of these will also allow you to schedule media on other platforms, but I’ve only used the scheduling for Instagram so far.
Prior to 2018, any 3rd party scheduling app required users to push content from their phone to post to Instagram, but last year Instagram updated to allow these apps to publish content automatically. I tried this when it first became available and was really unhappy with the engagement drop, but recent trials have proven to show no difference in engagement between me manually posting content and allowing the app to autopost, so for 2019, I’m setting things to autopost.
For years I’ve used the free version of Hootsuite and been very happy. Hootsuite will not allow me to autopost video (the primary media source for my companies) so this year, I’m going to try a basic paid version of Later. There are about a dozen companies out there, most of them have a free plan that may work for you.
Hootsuite: Hootsuite is a robust scheduling platform that allows you to post on a myriad of platforms. The free account will allow you up to 10 social profiles (most other free plans allow only one) and 30 posts a month, including autoposting of photos. Their plans are a bit more expensive than others, but they offer a lot more. The free plan was great for me to use for several years to manage two brands on Instagram. Litereally the only reason I’m switching is to autopost video.
Later: Later is another scheduler that will work for several platforms. This is what I’ll be trying for 2018, because they claim to allow autoposting of video (I’ll let you know how that goes). Their free plans also allow one account per platforms (Instagram, Twitter, Facebook, and Pinterest) and at least 30 posts per platform, so you’ll get a bit more bang for your (free) buck here. I haven’t used it in the past because the free accounts are photo only, no video allowed. Pricing is modest; I’ll be able to manage both of my brands for $19 per month.
Planoly: Planoly is hugely popular with creatives and brands who want to be able to see what their feed will look like before posting, as it uses the same grid structure as Instagram and allows you to move your scheduled posts around within that grid to achieve the look you want. Planoly is for Instagram only, and free accounts allow 30 photos posts on one account per month. Paid plans are modestly priced, and video is included in paid plans but can not be autoposted.
There are about a dozen or so other platforms out there. Find one that you feel comfortable with, get your account set up, and connect it with your social media so everything is ready to go for Monday.
That’s it! You’re done for this week! Congratulations! If you were doing your updates and noticed a critial lack of video in your online presence, now is a GREAT time to talk to us about a promotional video. Video is a powerful way to extend your reach on social media, improve the SEO on your website, and connect with your clients in a very authentic way. Drop me an email to start the conversation today!
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