New Media PR Blog

Optimizing Social Media Content For Maximum Results

Posted by Francisco Garcia III on Mon, Mar 12, 2012 @ 10:46 AM

Businesses, organizations and individuals the world over have turned to social media to stay in the proverbial loop. In fact, these days it almost seems crucial to have a social media presence, especially for businesses. Still, not everyone is adept at creating compelling social content that is quick, concise and relevant year-round.

Whether it’s on a Facebook page or on Twitter, any content posted must fit the needs of the audience. Frankly, this is the most important part of any social media strategy. The way users share content on Twitter is different from the way it is shared on Facebook. so your messages must be valuable to the group and fit the format of the communication channel.

Stimulate, Don’t Saturate

  • Stand out among the flood of tweets with personal engagement and relevance such as retweets, mentions, new blog posts, contest giveaways, special offers and event updates.
  • One report revealed that more than one tweet an hour actually hurts click-through ratings by more than 200 percent. Too many posts make an account seem fraudulent and drive followers away.

  • Use a tool like Hootsuite to pre-schedule Facebook and Twitter updates at a later time but separate scheduled posts by at least an hour, duplicating as little as possible.

  • Facebook pages must be maintained with more frequency than Twitter but without overkill. Facebook measures how many and how often users interact with a page, and how often a company updates their status so take advantage and provide at least four updates a day with new and engaging information.

Size Matters

  • Tweets should be short, to the point and as genuine as possible.
  • Tweeted links should be shortened and include a brief description. (Sites like are great for shortening links and can often track the number of clicks per link.)
  • Spelling, grammar and punctuation are not scrutinized so much on Twitter. Use the extra space for links to new blog posts, photos, and allow for retweets from other users.

  • Facebook includes a ‘See More’ link after 3-4 lines of content. As convenient as that sounds, status updates should not be a short story. Three lines or less is a good rule of thumb.
  • A recent study shows Facebook posts containing less than 80 characters had increased interaction by 27 percent. The same study shows that full-length URLs on Facebook have better reception than shortened links.
(Here is Part 2 of this blog post on optimizing social content for maximum results.)

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