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Five (5) Must Know Social Media Optimization Tricks

What is social media optimization?
Social media optimization is a digital marketing strategy that leverages social media platforms (Facebook, Twitter, Instagram, TikTok, etc) to generate awareness of services and products, connect and engage with the target audience, and scale a company’s overall online presence. 

What are the benefits of social media optimization?
The benefits of social media optimization are numerous, and one of the primary benefits is the ability to eliminate the barriers of time and distance. Through social media optimization a company can engage a potential target halfway around the globe. 

Other benefits of social media optimization include:

  • Deeper engagement with your target audience
  • Increased website traffic
  • Expanded reach through linked, shareable content
  • Stronger brand awareness and loyalty
  • Becoming a voice of authority in your industry

Is it important to optimize your social media?
It is important to optimize your social media to ensure your target audience not only understands your products/service/mission, but is compelled to engage with your content.
If your profiles lack brand continuity or your content is not formatted correctly, resulting in a wonky display or pixelated images, users will move on and you will have missed out on potential growth opportunities.

5 Tips for Hacking Your Social Media Optimization

  • Develop a Clear Strategy

While it is true that at some point you do have to “jump in”, doing so without a plan will certainly leave you floundering. Be sure to identify fixed goals and objectives that can be measured. 

Examples of smart goals include:

  • Increase brand awareness (there are plenty of metrics to track relevant to this)
  • Increase website traffic
  • Improve community engagement
  • Generate leads 
  • Ensure Profile Fluidity

Your brand should be easily recognizable from platform to platform. 


For example:

  • All profile pictures should be properly formatted
  • Fonts and logos should match your website
  • Bios and descriptions should be succinct, clear, and utilize SEO keywords
  • Handles across all platforms should be the same or similar (@companyname) 
  • Do Your Research

There are over 4 billion active social media users and while it is unlikely that all 4 billion are included in your target audience, it is important to make sure your audience can easily find you and feel compelled to engage with your content. 

Be sure to:

  • Search which keywords and hashtags rank high for your industry
  • Identify what content and messaging resonates with your audience (it can vary depending on demographics and location)
  • Know how often to post as it can differ depending on the platform 
  • Make Your Content Count

It is important to post with intentionality and not just for the sake of posting. The content you share on social media should be optimized to generate website traffic.

This can be done in several ways:

  • Captions should include the current promotion or call to action
  • Optimize links with UTMs to track which posts are driving traffic 
  • Use URL shorteners to keep post text clean and easy to read
  • Make content shareable and skimmable (infographics are typically crowd favorites)
  • Content that links to a blog post or product should link to that exact landing page 
  • Test, Test, Test

When it comes to knowing and growing your audience, you can guess or you can test. Testing can feel overwhelming if you don’t know where to start (read up on a comparison of the three most popular types), so focus on the basics.

Examples of elements you should test for:

  • Audience – What role do demographics/geographics play in user engagement? Does audience targeting increase traffic?
  • Ads – How do carousel ads on Facebook compare to boosted tweets on Twitter? Does a promoted post on Instagram generate more traffic to your website?
  • Hashtags – Does engagement fluctuate on posts with many hashtags vs one? Does it matter if the hashtag is placed in the middle of the post text or at the end?
  • Images/videos – How does user engagement vary depending on the graphics used? How do gifs compare to videos? Infographics to pictures?

 

A/B or split testing is important and a great way to get started, but we highly recommend incremental testing for the most accurate data to drive your decision making.

At Measured, our enterprise-grade software delivers cross-channel source of truth reporting powered by expertly designed incrementality experiments for every marketing channel. 

Book a demo today to learn how our intelligence suite delivers ongoing actionable incrementality insights to continuously improve media performance.

 

About the author

Trevor Testwuide

Expert in business strategy and marketing measurement.

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