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social media how toLooking for the best ways to publicize your content?

Want more social exposure from the get-go?

Sharing on a variety of social media platforms in different ways helps you engage with a variety of audiences.

In this article I’ll share posting guidelines you can use to promote your content for the first 24 hours after it goes live.

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Find ways to boost your content reach with social media.

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Why?

Whether you publish a new blog post, video clip, audio interview or other piece of content, you want to spread the word to your followers as fast and efficiently as possible. While the exact tactics may vary from business to business, the basics for each network remain the same.

Facebook

First 24 hours: Share the content to Facebook once.

Keep the following guidelines in mind for posting to Facebook.

Try not to post new content more than two or three times in the first week after it goes live.

Within these posts, vary the types of Facebook updates. For example, your first post might be a link post, but your second and third updates might be image posts or video posts, if applicable. This helps you appeal to different audience members, as well as generate data on what types of Facebook posts engage your audience best.

single grain blog post share on facebook

Post new content once on Facebook in the first 24 hours.

Each time you post, use different copy and preview images. The different link preview elements on Facebook are editable from the image to the headline to the description. Mix and match to test out different scenarios.

To occasionally amp up your visibility, ask your team members and friends to share your business page updates to their personal accounts. This helps broaden your reach and gets your updates in front of people who aren’t already following the company Facebook page.

Twitter

First 24 hours: Share the content three or four times on Twitter. Keep the following Twitter guidelines in mind.

Don’t schedule your “first 24 hours” messages back to back. Instead, break them up with additional updates or retweet content from others.

Use different copy, hashtags and mentions in each update. Don’t just repeat the same message. Change it to see what engages your Twitter followers most.

It’s okay to retweet other people who share your posts, but don’t just leave it at that. Take these opportunities to try to get a conversation going. Also, be aware that you don’t completely fill up your feed with retweets and replies.

Alexandra Skey of Spokal estimates that a new tweet only has a lifespan of about two hours, which means followers who don’t check their feed regularly are likely to miss your updates.

social media examiner blog post share on twitter

Social Media Examiner adds a hashtag to their article tweets the second time they’re shared in 24 hours.

Although you have the flexibility to post more Twitter updates, you still want to adjust the tweet frequency, so it’s in line with the average number of tweets you send in a typical day.

For example, if you average around 10 tweets a day, peppering your stream with three or four messages about a new piece of content won’t overwhelm your followers. However, if you only average a few tweets a day, scale back this frequency. That way, your feed doesn’t become too self-promotional.

Pinterest and Instagram

First 24 hours: Pin all blog post images to Pinterest or Instagram.

When you publish a blog post, share the visual elements to a relevant pinboard on Pinterest or in your Instagram feed after the post goes live. This will help drive viral interest in your content.

Keep the following rule of thumb in mind:

  • Post to Pinterest if your audience tends to be middle-aged or older.
  • Post to Instagram if your audience is younger.

Keep an eye on your traffic referral and engagement rates to see if these general trends hold true for your followers.

social media examiner article pin

Social Media Examiner pins their articles to special subject boards.

Post a number of notable images from a behind-the-scenes, how-to or regular article with your audience. Other options: Turn inspirational quotes from the article into images or share content in other formats to Pinterest and Instagram.

LinkedIn

First 24 hours: Post content link to profile or long-form blog post.

LinkedIn offers the opportunity to share either short updates in the form of links to content (that you can also tweet) or long-form blog posts in their entirety through LinkedIn Publisher.

single grain blog post share on linkedin

Single Grain shares links long-form blog posts on LinkedIn.

Decide how to post on LinkedIn on a case-by-case basis and determine who will post it. Rotating posting duties among senior staff members helps keep things fresh for your readers and lets you reach a wider audience.

When appropriate, post to your company page or in relevant LinkedIn groups.

Google+

First 24 hours: Post content link to company profile and/or Google+ communities.

One of the nice things about Google+ is that the network allows users to post long updates. Therefore, you can either share the full blog post to your company profile or draft a custom long intro and then link back to the newly released piece of content.

social media examiner article on google plus

Social Media Examiner posts articles to Google+ in the first 24 hours.

Depending on the quality of the content, you may also want to post it to your Google+ communities. Generally, though, you’ll only want do this with your highest-quality pieces or with those that you know will perform well with that specific audience.

Conclusion

All social media marketing plans are a little different, so use logic to adjust the guidelines according to your own needs. Trial and error also works wonders to determine what’s successful when promoting new content.

Develop a social posting plan to get your content the attention it deserves in the first 24 hours after it’s published.

What do you think? Do you have a posting plan in place at your company? What do you do to promote new content on a variety of social networks? Which networks get the most engagement from your audience? Please share your thoughts and advice in the comments below.

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  • Eric, I enjoyed your article. I like the ‘first twenty-four hours’ strategy; not something that too many people discuss. I also love the fact the you also mentioned Google Plus communities. One opportunity we all will see (hopefully) soon will be the effect of all of the recent changes to Facebook publishing in light of the recent announcement. I can think of no other place right now where changes like interest targeting, post end dates, and improved analytics will really help brands and pages connect with audiences in the first 24.

  • Sarah

    Eric, thanks for the insightful post. I agree with this content strategy and find that re-posting the same content with different twist and unique hashtags increases engagement.

  • This is excellent. I just created a new social media scheduling checklist and this article falls into line with my strategy. It’s always nice to know you are on the right track. Thank you for the insight and confirmation.

  • Good article about timing your posts to networks. Unfortunately, in January Facebook, by its own admission, says ““Pages that post promotional creative should expect
    their organic distribution to fall significantly over time.” So don’t expect Facebook to show all your updates, unless you’re paying. Advertising your posts is the name of the game now.

  • Emmett Hughes

    Eric,

    Nice article and very interesting subject matter. I have to say I normally post fresh content to Facebook, Twitter and LinkedIn only once in the first day. After reading this I think 4 twitter posts, sharing your new content is not nearly enough for fresh content.

    How do you recommend finding the sweet spot for posting? What is too much and how much is too little?

    Thanks for your help!
    Emmett

  • These are great tips, Eric! I’m definitely taking notes with your Facebook strategy.

  • Raquel M Ramirez

    Awesome! This would make for a great infographic to serve as a cheat sheet for people who want to leverage their blog posts using social media. Love it! Great job Eric.

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  • Excellent advice Eric. I’ve just started doing a little more promoting on LinkedIn, waiting to see the results. Having a travel blog and looking for increased traffic, as we all do, I’m not sure whether I should be promoting my G+ blog business page or my G+ personal page only. Gets kind of confusing on which one to concentrate more on. What are your suggestions? Thanks

  • Ade Anita

    Thank you…i have so much learn from this article. Maybe i’ll be do this for my blog later.

  • Satya Avinash

    Great post