Marketing professionals need to start optimizing for social media (SMO) to get the most out of their social media campaigns.
Understanding how to optimize your social media profiles and posts for maximum returns is not terrible – there is no keyword research or technical knowledge. And remember, we have you every step of the way.
In this article, we will provide you with simple social media optimization techniques to help you improve your brand’s visibility on social media, increase engagement for your posts, and get your audience to tell you what they want.
Bonus: Get a free social media strategy template to plan your own strategy quickly and easily. Also use it to track results and present the plan to your boss, teammates and clients.
Social media optimization does not apply to your social media strategy as a whole. It focuses on polishing your posts and profiles to maximize their effectiveness.
Think of SMO as an opportunity to analyze and adapt what you have done on social media to make it better.
Benefits of social media optimization
- Strengthen your online presence
- Connect and communicate with your audience on a deeper level
- Increase brand awareness on social media
- Improve your reach on social media
- Improve the quality of your potential social media clients
To the uninitiated, the presence of a brand on social networks may seem effortless, but there is a lot going on behind the scenes to ensure that social media is used as efficiently as possible.
Post at the right time
To achieve a big win on social media, you need to consistently post content that not only excites your audience, but is also posted at a time when they are most likely to get involved.
Finding the best time to post on social media is hard work. But luckily for you, we spent hours researching and analyzing millions of posts on social media to find out. Tuesdays, Wednesdays and Thursdays are between 10am.
But remember, this is a general guide. What works for you and your audience may be different.
Use the online scheduling tool that has the best posting feature (we may be biased, but Hootsuite is pretty good!) And take advantage of posting content on social media when your audience is most likely to be online and do what you want them to do. . re serving up.
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Polish your bios
Your social media resume is potentially one of the first things a new visitor or potential prospect sees when they visit your profile page. So, it is important that this is as smooth as possible. Important information to always include:
- Who are you
- Where do you work
- What are you doing
- Topics that interest you
- The tone of your brand (more on that below!)
- How someone can get in touch with you
Check out how Hootsuite makes its biography by ensuring that the message of the “global leader in social media management” is consistent across all social channels.
You may also want to consider including a Call to Action (CTA) in your resume that encourages visitors to click on a link to your website or key landing page.
Pro type: Use a tool like One Click Bio to help promote your latest content and get your profile visitors engaged for your business.
Feel free to change the link in your resume regularly with your latest content or key landing page to which you need to drive traffic.
Optimize your connections with UTMs
As we just mentioned above, social media optimization often uses links to direct visitors to a website where they can continue their engagement with the brand. This is important for driving traffic to your website, content or landing pages.
Link optimization is an integral part of understanding the way your audience interacts with the links you share. Tracking your customers’ behavior allows you to see which posts drive the most traffic from your links and which don’t. You can quickly and easily track your behavior by adding UTMs to your channels and posts on social media.
Need to know how to use UTMs on social media? This post contains everything you need to get started.
Make sure your images are the right size
There’s nothing worse than visiting a social profile and the pictures look awful, right? The look of your brand is everything, darling. So make sure your images look professional, sleek and – most importantly – the right size.
At the very least, make sure your profile picture is a high-resolution image that isn’t overly cropped, speaks to your brand (preferably a company logo), and clearly represents your business. Oh, and you’ll want your profile pictures to be consistent across all of your social channels. This will help your audience recognize the brand.
Post the right amount
You don’t want to bombard your audience with non-stop posts, and you also don’t want to post so little that you fall off their radar. Finding the optimal posting schedule on social media is key to increasing engagement and conversations with your brand.
Remember that finding a cute place to post could take time. Experiment and find which rhythm suits you best.
Review your strategy on social media
Take the time to look at your current social media strategy and consider the following areas:
- Do you achieve your goals and objectives?
- Are your social media goals still in line with your overall marketing strategy?
- Are you posting the right types of content? For example, pictures, videos, just text or a mixture of all three? (Tip, you want to target all three!)
- Do your posts resonate with your audience?
When thinking about the above points, think about how your SMO will positively (or sometimes, negatively) affect them.
To get insider information about your company’s social performance, most platforms have built-in analytics to help you understand whether your social strategy is working or not. Tools like Hootsuite Analyze give you additional valuable insights.
If you want to go a step further, you can always A / B test your social media optimization and see if one tactic works better than another.
For example, if you are an online organic food store and want to start more conversations about throwing away food, which image triggers greater engagement of your audience? A photo of a crowded methane dump or a photo of a reduced grocery bill?
A quote from a wise old marketing person (okay, that’s me) says, “always test yourself,” and SMO is the perfect opportunity for that.
Always keep your audience in mind
Not all audiences are the same. Spend some time digging through demographics to optimize social media content for the right groups.
For example, if you’re targeting an audience in England, you might want to leave American Spoken Language. Similarly, if you’re targeting an audience in America, you may not want your copy on social media to sound too British, guv’nor.
Optimize your search accounts
Not all of your posts need to use this tactic because not all of your posts need to be visible to search engines. Sometimes you will post on social networks just to communicate with your audience. Don’t forget to be strategic. For example, when we share this post, we’ll include the keyword “social media optimization” as a hashtag to help discover the post.
You can also talk to your SEO team to find out the most important keywords for your brand and incorporate them into your social media posts to further improve your organic performance.
Online fitness studio A Few Fun Moves includes wellness-related hashtags in its posts to help searchers and potential new customers discover them on Instagram.
Consistency with your username
Your username on your social media channels speaks volumes about who you are and is an essential part of the puzzle of how your brand appears. Therefore, it is important to be consistent with your username.
For example, having the username @Hootsuite on Twitter and / Hootsuite for Facebook looks much better than @OwlShop and / Hootsuite123.
Write compelling headlines and captions
Not all writers. Hire a text writing professional or social media expert to help you create compelling headlines and captions that will achieve your goals. Remember, a copy that seems appropriate for Twitter can be completely different from a copy for TikTok. Experiment and test which language and words resonate most with your audience.
It’s important to keep your brand’s voice through your posts and captions and find that sweet spot between talk and promotion.
Add tags to your posts
If your post on social media represents another brand or customer, it’s best to tag that person in your post. Not only does this bring you huge beauty points, but it also helps create natural conversation and communication on your post.
The golden rule is that if your post contains user-generated content (UGC), always be sure to tag who the original content is from.
Are you ready to start optimizing your posts and social media profiles? Hootsuite has tools and insights to help you understand whether your optimization efforts are working or not. Sign up today to get started.
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