Most social media management fails to interact with content writers, but there shouldn’t be much of a difference. While social media posts have less room for copy, the content is still searchable and must have relevant keywords in order to assist with search engine optimization. The only exception to this is privacy features allowing users to make their posts unsearchable.
The best way to ensure social media content is making the cut is to review it with content writers. Have others read the planned posts, add keywords, and make suggestions. First, come up with a list of ideas that relate to the company you represent. From there, build on the ideas with content. If the company has a weekly blog, be sure to share that will the social media world. Also, encourage fan participation by asking questions related to your industry. These things will, inevitably, be SEO-friendly while serving the dual purpose of entertaining your online audience.
Asking for and responding to comments are some of the strongest posts in social media. Followers and fans want to be a valued part of your online community. When posting new products or services, ask your audience, “What do you think?” or “How will you use this?” to encourage participation, or ask your fans to share their favorite recipes, party planning ideas, marketing tips, or other related information. If a fan is interested in your company, they’re often also interested in the industry. Make use of your fans! They can be a great business resource!
Another important aspect of managing each page is posting content appropriate for the social media platform. For Facebook, posting once a day is more than adequate. Most Facebook users will scroll through their News Feed and find your post. For Twitter, posting a few times a day is necessary. Twitter receives more content due to the short nature of the posts and active user base.
While this might seem overwhelming, generating original posts or ideas for every status is not necessary. Instead, curate articles and respond to ideas based on your industry. Twitter provides a great feed of information from major influencers and is ripe with articles for commentary. Find great sources of inspiration for Facebook posts, YouTube video responds, or simply retweet the content. Showing that your company is up to speed with the industry’s best and brightest will bring you more followers/fans and create integrity.
Finally, make sure you respond to every post, comment or tweet. Responses should be made within 24 hours (with the exception of weekends). Social media managers must schedule time to check and respond to fan feedback. This will build credibility among your fan base while encouraging the community atmosphere.