social media how to Do you put a lot of time and effort into the content you create?

Do you want that content to be seen by as many people as possible?

A master chef can present the same meal in 100 different ways, and you can do the same thing with your content.

In this article, I’ll show you the best practices of presenting the same piece of content in multiple ways on the same networks.

#1: Feature It on Facebook

Facebook offers you three different ways to post your content: links posts, posts with images and video/rich media. Let’s dive into your options with the different post formats possible.

Facebook Link Posts

A link post is when you want to share a link in your Facebook update. Did you know that you’re able edit the headline, link description and preview image on any link post?

Think of the possibilities! I know having too many options can be overwhelming, so here’s the approach I recommend.

Step 1: Choose the image. This is the first thing people are going to notice, so make sure it does at least one of the following: catches the eye, inspires curiosity, entertains the viewer, sparks emotion or sends a compelling message.

original preview image in a facebook link post

Facebook link post before uploading an image.

uploading new preview image in a facebook link post

Facebook link post after uploading an eye-catching preview image.

Step 2: Write the headline. There are a lot of formulas for successful headline writing out there.

editing the headline in a facebook link post

Edit the headline in Facebook link posts to appeal to your audience.

I recommend checking out Copyblogger’s How to Write Magnetic Headlines, but also use your gut and knowledge of your audience. Make references that tie your content into their other interests or play on a common scenario you know they experience; for example, “Here’s How Spock Would Handle Social Media Analysis.”

Step 3: Edit the description. The description under the headline is for all of those people who are on the fence about clicking on your link.

editing the description in a facebook link post

Edit the descriptions in your Facebook link posts.

You got their attention with the image, and the headline didn’t send them running, but they still want to know exactly what they’re getting into. Give a brief and honest description of your content and the key takeaway.

Facebook Image Posts

In addition to links, your Facebook post can begin with an image.

It’s no secret that images receive much more engagement on Facebook, but some people argue that links receive a higher organic reach. That’s true, but it only applies to the initial post before any engagement happens.

Often an image will start with a lower organic reach and then gain as it receives more engagement. The trick is to choose the right image and then present it with the right copy.

Still, some audiences engage just as much with the new link posts with larger image previews. The only way to know for sure is to test it on your own audience.

Before you get into the actual posting, I recommend creating a few images for your posts. Check out these great resources for creating images.

Dimensions for Facebook images are as follows:

Normal post image: 403 x 504 pixels
Highlighted post image: 843 x 403 pixels

Note: If you plan to run any paid promotions for your posts, you need to make sure that no more than 20% of the image includes text. Use Facebook’s text overlay tool to be certain.

facebook text overlay tool example

The Text Overlay Tool lets you see if your text covers more than 20% of your image.

Image posts are a bit simpler than link posts, because there are fewer variables. You have your image, your post copy and your link.

facebook link post with bitly feelings url Feelings links let you share sentiment in a shortened url .

I recommend you use feelings for your links because they’re both fun and traceable, but there are plenty of options out there.

Facebook Video/Rich Media Posts

Your third applicable option is to post a piece of rich media, like a video from YouTube or an audio clip from Soundcloud, instead of an image. This method might be useful if you included a strong piece of media within your content, or if you created something you think will convince people to click through to your content.

The biggest difference between these posts is that when they are clicked on, the media begins playing inside of Facebook. This is different from regular link posts because those take you to an outside page to view the content. And it’s different from an image post because those open Facebook’s image viewer when clicked on.

highlighted video post on facebook

Highlight your video post to showcase it in your Timeline.

For the most part, treat video/rich media posts like you would a link post, with a couple of exceptions. You need to include a link in your post text so people can make their way back to your content, and you’ll want to highlight video posts to get the maximum amount of Timeline real estate.

Ways to Promote Your Content on Facebook

Ok, let’s talk post copy. There are unlimited options, but I’m going to focus on some examples and rules that have been most successful for me.

Ask a question

When you ask a question, this doesn’t mean that you add a question mark to the headline of the article and call it good. While that works with some headlines, it’s a bad habit to get into. Think through some of the most powerful points in your content and figure out the best way to phrase the question that you’re answering for your audience. Yes, it’s like Jeopardy.

We’ll use my last SME article, How to Know if Your Social Media Activities Are Working, as an example. Ask questions from the point of view of your reader:

  • What do my most successful social media posts have in common AND what can I do with that information?
  • How can I find out when my audience is online?
  • Which social network is producing the best results for my business?
  • What are the best analytics tools for Twitter?
  • How can I get actionable data from Facebook Insights?
  • What Pinterest metrics really matter?
  • How can I use my data to improve my social media strategy

Or you can direct questions to your audience:

  • Are you backing your social media strategy with solid numbers?
  • Did you know that Facebook Insights will tell you exactly when you should be posting?
  • Do you know who your most engaged Twitter followers are?
  • Are you reengaging your most influential Twitter connections?
  • What data are you using to perfect your Pinterest strategy?

Make it Personal 

People connected to you, so if you let them know that this is something you worked hard on or really care about, you’re likely to get more engagement. The key is to not seem desperate or like you’re just speaking to the masses.

Here are some example templates you can use:

  • I worked really hard on this. I’d love some feedback from all of my social-savvy friends.
  • I covered a lot of ground on this post. See anything I missed?
  • This is my first post for (blog) and would love to see it do well. Please take a look when you have a second; share if you think I earned it.
  • I just wrote this article on social media, would love to get some feedback on my writing.
  • Here’s what I learned from almost a decade of looking at social media analytics every day; thought you all might find it interesting.
  • Here’s something for everyone who still has no idea what I do every day.

Use Literary Devices

These tools have been around for as long as we’ve been writing things down. Use them in your social media posts to bring about a sense of familiarity and the perception of authority behind your writing.

whole foods alliteration

Use alliteration to incite interest in your post.

There are plenty of devices to choose from and each one may apply differently to every piece of content you create. Here are some of my favorites:

  • Alliteration
  • Consonance
  • Euphemisms
  • Metaphors
  • Onomatopoeia
  • Puns
  • Rhymes
  • Similes
  • Suspense/cliffhangers

Make a Power Statement

Great content should include either compelling information or compelling opinions. Those two things can be used to instantly grab your followers’ attention on social media.

compelling personal facebook update

The text in this update promises compelling content.

Here are a few examples of what I call power statements that you can incorporate into almost any piece of content:

  • Most social media managers are missing out on actionable data. Are you one of them?
  • Social insights can tell you how to post, when to post and what you’re doing right.
  • The right data can make your social strategy infinitely more successful. Here’s how to find it.

Leverage the Brands and Influencers You Referenced

The first brand to engage with is the site that is publishing your content (if it’s not on your own site). In this scenario, you want to share the posts that they publish on their social profiles and @mention them in your update.

single grain facebook update

If your content is being published on another site, be sure to @mention that site in your Facebook update.

This is a good opportunity to use one of the personal status updates I mentioned above. Even if you’re sharing it on your company’s pages or profile, you can make it personal by saying something like we did in the post above.

The next thing to think about is which brands or influencers you referenced in your content. Each one merits a different post and a direct conversation via your social channels. If you recommended the brand directly or sourced their content, there are two different things you should do to maximize their engagement.

The first is to publish posts that reference their portion of your content and mention them directly. This would be something like:

  • Did you know that @TweetReach tells you who actually helped you reach more users?
  • Use @Buffer’s new business account to sort your posts by clicks or engagement type to figure out what’s working.
  • @Followerwonk tells you when your followers are online AND when they’re engaged.
personal facebook update that mentions article contributors with a tag

Remember to @mention any influencers mentioned in the content you link to.

The second is a direct post to the brand (or their social media manager) to let them know that you said something nice about them. Most brands will at least reply and most of them will share the article as well.

Post Frequency 

Remember, before looking at the different ways you can promote your content on Facebook, you need to be aware of your post frequency.

Posting too often from your Facebook page can lead to a massive decrease in organic reach. This is because Facebook is ranking you based on average engagement per post, and unless you’re getting record-breaking engagement on every post, you’ll probably see a decrease in engagement if you suddenly decide to increase your posting frequency.

Most pages find a good balance around 1-3 posts a day, but always consult your Insights before setting a regular publishing schedule. At a 1-3 frequency, I’d test a schedule similar to this:

  • Week 1: 3-4 times
  • Week 2: 2-3 times
  • Week 3: 1 time

If you use your personal profile to promote your content, it really comes down to knowing your friends.

Chances are that many of your friends and family (heck, even some random acquaintances) are willing to support you, even when it comes to things they don’t understand. But don’t push your luck.

personal facebook update

If you post several times a day, you can share your content more often on Facebook.

If you usually post once a day, you probably shouldn’t share your piece of content more than twice over the span of a week. If you post to Facebook multiple times a day (like me) then you can try something like this:

  • Week 1: 4-5 times
  • Week 2: 2-3 times
  • Week 3: 1-2 times

Once you have your post frequency planned, you’ll be able to work on how you want to share your content on Facebook.

#2: Tweet It on Twitter

Twitter is, from a functionality perspective, a much simpler social network. Because of the nature and speed of Twitter, you should post much more frequently than on Facebook or Google+. This means that you have more opportunities to share your content without annoying anyone or coming off as desperate. Since most of the post copy tips from above apply to all social updates, we’ll go ahead and jump into types of tweets.

Tweets With Images

Did you know that tweets with image links get twice the engagement? Now you do, so there’s no reason not to be tweeting with images.

tweet with an image

Tweets with images get more engagement.

If you’re using Buffer, you can just right-click the images into your content and open them in Buffer from there.

buffer your image directly into a tweet by right clicking

Buffer lets you add an image to your tweet with a right click.

Otherwise, you can upload images with your posts in Twitter directly or from any third-party management app.

upload images to your tweet

Click the camera icon to upload an image to your tweet from inside Twitter or your Twitter app.

Not all of your tweets need to have images, but I’d say you should send out at least one tweet for every image you have for your content.

Make sure your copy is relevant to the image or provides content if the image doesn’t speak for itself.

Your image doesn’t have to be obviously related to your content. You can make a loose connection with your post copy or you can just use it to get people’s attention.

Using Hashtags

Tweets with hashtags also get twice as much engagement as those without. I use Hashtagify to find relevant and popular hashtags for any given subject.

buffer your image directly into a tweet by right clicking

Shoot for a two hashtag limit in your tweets.

Don’t use more than two for any given tweet and don’t hashtag something if it has nothing to do with your content. Hashtags are definitely worth mentioning from a promotions standpoint.

Retweets/Quoted Tweets

When your content starts getting shared, you’re going to see a lot of readers mentioning you directly while sharing your post.

power statement in a facebook update

Know when your content is being shared on Twitter.

At the very least, you should thank them. In some cases, it’s appropriate to retweet them too.

acknowledgment of a retweet of content

Acknowledge those who share your content.

Use your best judgment and make sure you have a couple of other tweets that aren’t related to your new post going up between shares. You don’t want your profile to look like a wall of shameless self-promotion.

#3: Grab Attention on Google+

As a platform, Google+ is essentially a hybrid of Facebook and Twitter so you can reference the types of posts and features from the Facebook section above and then add hashtags.

sharing a content link on google+

Remember to share your content on Google+.

From a sharing perspective, you need to consider a few different features that are unique to the network.


If you’ve been using the network to its full potential, you probably have developed several different circles.

When you share your content, you can decide which circles or users you want to share that post with. This lets you tailor the post to each different group you’ve developed.

For example, I might share something like this to a circle of social media professionals:

  • Here’s how I use Facebook Insights, TweetDeck, Buffer, TweetReach and more to sharpen my social strategy: Link
  • What are your favorite social analytics tools?

If I’m sharing with a group of personal connections or writers, I might go with something along these lines:

  • Here’s my first post for +Social Media Examiner on how you can use social insights to get better results. Would love to get your feedback!

Google+ does acknowledge the “@” symbol when mentioning a page or user, but they want you to use the “+” instead.


Google+ communities are where the party is on this network. The first thing you need to know is that you shouldn’t just drop in to share a link and then leave. Moderators usually watch pretty closely to make sure that you’re engaging with other users. So you need to put something into it if you want to get anything out of it.

The next thing to consider is that Google+ communities are divided into different discussions. Make sure you choose the appropriate discussion category. If multiple categories apply, choose the one with more active discussions.

google+ discussion category list

Choose the most appropriate discussion category to share your content.

The final thing to know about sharing in your communities is that your copy should be a bit longer and much more conversational. Posts that give more background and have a well–thought-out discussion planned do much better. I recommend starting with an explanation of what to expect from your content and then follow that up with a request for feedback on a specific topic.

encourage discussion on google+

Share an update that also encourages discussion in your Google+ community.

Here are a few more rules for Google+ communities:

  • Don’t post the same content more than once.
  • Respond to all comments and keep the conversation going.
  • Return the favor and engage with other users’ posts.
  • Make sure the community focus is relevant to your content. For example, just because I want business owners to see my content doesn’t mean that I should post in a business owner’s community. Wait to share with those communities until you have created something specifically relevant or useful to them.

#4: Lead in on LinkedIn

Any user can join up to 50 LinkedIn groups, and while the audiences may be smaller, they’re much more focused and usually more engaged. Look for relevant groups with active discussions and watch out for stale groups or non-moderated groups, as they tend to receive a lot of spam.

finding linkedin group rules

Click on the “i” when inside a LinkedIn group to check the group rules. Some groups do not allow you to share links to your content without context.

LinkedIn groups follow the same rules as Google+ communities so I’m not going to repeat that info. I will say that you should customize your headline and description to give your content context to that group specifically.

#5: Pin It on Pinterest

There’s a place for all of your images on Pinterest so don’t just pin them all to the same board and call it good.

You should be pinning in two different ways.

uploaded pin example

Over time, use the “Pin It” bookmarklet to upload all of the images in your post to the relevant board on Pinterest.

Pin from the website using the “Pin It” bookmarklet. Every image from your post should be pinned at some point. Upload the images you created as pins. Make sure that you give them solid descriptions and set the source to the original article.

Let’s Do the Math

Among your Facebook page, Facebook profile, Twitter account(s), Google+ profile, Google+ communities, LinkedIn groups and Pinterest profile, you have at least 7 places to post your content. You might have more if you join multiple communities or groups.

You now also have at least 32 different examples of post copy that you can use on all social platforms.

Facebook has 3 different post types (posts with links, image posts and video or rich media posts). Tweets can be shared with or without an image and Google+ offers the same post types as Facebook, so that’s 8 different formats to choose from.

  • 7 places to post
  • 32 different options for post copy
  • 8 different formats

That’s actually 1792 different ways to share your content! I’m definitely not saying that you need to share the same piece of content that many times, but I’m pointing out that you have that many options to choose from. Here’s a schedule to help you:

Your Content Promotion Schedule

Day 1

  • Share on Twitter with picture.
  • Retweet the site that published your content.
  • Share on your Facebook page with a link.
  • Share from the publisher’s page on your personal profile.
  • Post to your most relevant Google+ circle.
  • Post to the most relevant Google+ community.
  • Pin to Pinterest.
  • Share to LinkedIn.
  • Share with the three most relevant LinkedIn groups.

Day 2

  • Share the link on Twitter.
  • Retweet someone else who shared it.
  • Share in a different Google+ community.
  • Share in 1-3 more relevant LinkedIn groups.
  • Upload a unique pin on Pinterest.

Day 3

  • Share an image and link tweet.
  • Mention an influencer or reference directly on Twitter and let them know.
  • Post an image to your Google+ profile.
  • Share in a different Google+ community.
  • Pin another image from the post.

Day 4

  • Share an image post on your Facebook page.
  • Share the post from your Facebook page on your personal Facebook profile.
  • Mention an influencer in your tweet.
  • Retweet an influencer or reader with a comment.
  • Share in a Google+ community.
  • Share in (3-5) remaining relevant LinkedIn groups.
  • Upload custom image pins on Pinterest.

Day 5

  • Send out a tweet with an image.
  • Send out a regular tweet.
  • Mention remaining influencers on Twitter.
  • Mention influencers who are active on Google+.
  • Send a message to nonresponsive influencers’ Facebook page.
  • Share on LinkedIn as an update.

Day 6

  • Send out a tweet.
  • Share with other relevant Google+ circles.
  • Share with remaining relevant Google+ communities.

Day 7

  • Send out a tweet with an image.
  • Mention remaining influencers or brands on Twitter.
  • Post to LinkedIn profile.
  • Post to Google+ profile.
  • Send an email to anyone you know who would be interested and who hasn’t already engaged via social.

Social media is a powerful tool for content distribution, but the truth is that most of us aren’t taking advantage of its full power. Each social network has unique features, options and user behaviors that affect how content is published.

The key to getting the most out of each network is to know how to mix and match all of the variables to reach as many people as possible, as often as possible, without coming across as redundant, intrusive or annoying to your friends and followers.

What do you think? Did you find any tactics to add to your strategy? Can you add anything to this list? What’s your social media content plan? Share your thoughts in the comments below.

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  • That’s a great list of promotional tactics Mike. Many businesses spend lots of resources creating great content and all they do is share it once on Facebook and Twitter. I believe that the time that should be spent promoting your great content should be greater than the time it took to create it. Thanks Mike!

  • Amazingly comprehensive and highly useful post, thanks Mike!

  • I think this is a great guide! I especially liked the summary at the end. Thank you Mike!

  • TheMikeBal

    You’re very welcome!

  • TheMikeBal

    Thanks for reading!

  • TheMikeBal

    I definitely agree, a lot of businesses don’t give their content a chance to take off. Thanks for reading!

  • This is a very useful guide, Thanks!!

  • TheMikeBal

    Happy to be of use!

  • Sean Boulger

    Hey, not to be shitty, but it doesn’t look like you gave this gentleman credit for using his image.

    I actually recognized it immediately because his post is my go-to for remembering FB’s photo sizes, and so it shall be until I bring myself to write them down.

    Anyway, you might want to toss him some credit in the form of a link, unless you’ve already gotten his permission and/or this was creative commons licensed, in which case, my bad!

  • Useful tips except saying Organic Reach declines if you post more often. It’s actually the exact opposite. The more you post the more your Reach will increase. It’s bad advice to tell page owners to only post 1-3 times per day. Studies are showing that 10 times per day or more could result in better actions by users. You’ll need to test on your page to see what the maximum amount of posts per day is without turning off your fans.

  • Finally someone has created a Content Promotion Schedule that makes sense. Thanks for sharing this valuable information and article! I think I’ll share this! 🙂

  • Awesome material! Thanks for the content promotion schedule.

  • TheMikeBal

    No problem, hope you can put it to good use!

  • TheMikeBal

    Glad to help! Thanks for reading AND sharing.

  • TheMikeBal

    That’s interesting, would you mind sharing a study?

    We’ve tested this with over 20 clients and unless your average engagement goes up or stays steady with each post, posting more frequently has done more harm than good. There was one exception in our testing and it was with a publisher with very buzz worthy content. – If you email me we can compare notes mike at singlegrain dot com

  • Great advice and great editorial calendar to boot! Another idea to all this is to plan ahead on promoting your content. You should have a plan set fourth on what c hannels to promote the content before you even write it. Like Housseem said, promotion should take longer then the actual time it took to create. Plan it out and that time will lessen even more.
    Thanks for another great post SME
    CEO and founder of ChaddrBox
    Michael Sgambati

  • We also experienced the same results. The more it’s published on Facebook, the more the engagement drops

  • TheMikeBal

    Thanks for the feedback, and great point!

  • Thanks for raising the question, Sean. We’re looking into it now.

  • TheMikeBal

    Hey Sean, good catch on that.

  • The author sent us this screen shot from Facebook, which we mistakenly thought was taken by the author. We’ve deleted the image and linked to the resource explaining Facebook image sizes.

  • Sean Boulger

    No problem, guys. Hope nobody got in trouble; that wasn’t my intention. As a marketing professional myself, I know how tough it can be to find good images for a post. I just wanted to make sure that guy got his credit, because I quite literally have that exact blog post bookmarked and open it every single time I make a Facebook post (seriously, I don’t know why I don’t just write them down or something). Anyway, keep up the good work and insightful content.

  • Very complete article! The SEO aspect for individual G+ posts is often overlooked by newer marketers. If done correctly, it is not too hard to get decent rankings for optimized posts. The biggest key is to use the title sentence first and then leave a space before writing out an engaging description.

  • Khushboo Azad

    This stuff is amazing! I am going to try it for my blog. Thanks.

  • Mike, these are very helpful and detailed strategies! Being organized with how we promote our content is important; I love the content promotion schedule. Thank you!

  • AmandahBlackwell

    Wow! Great tips for sharing content on social media.

    I love the cat picture! Where can I get it? It’s purr-fect for the animal shelter’s FB page I handle. 🙂

    I read that Twitter is rolling out profile changes and will put it on my To Do List.

    Creating a social media schedule is a must. I ‘test’ question, image, video, and text posts. I’ve noticed that when I ‘share’ other Facebook page posts, they don’t reach many people. However, I continue to ‘share’ posts as a gesture of goodwill.

  • @davidgse

    And once you’ve done all this, do you actually have time to do anything else? lol

  • Ace Rich

    This was helpful thank you, I also like to share how I been sharing on networks like Slideshare by taking my blog post and converting it into a PDF and Pingomatic to ping my content each time I add a new post to my blog.

  • TheMikeBal

    Thanks for the tip Ace. I really liked Buffer’s tips on repurposing content too:

  • TheMikeBal

    You just have to divide and conquer lol

  • TheMikeBal

    Sounds like you’re doing a great job Amandah!

  • TheMikeBal

    Good luck!

  • TheMikeBal

    You’re very welcome John!

  • TheMikeBal

    Interesting, thanks Tyler!

  • AmandahBlackwell

    Thanks Mike!

  • I think you can look at many examples. Sandy Krakowski is one: and our page for Post Planner is a great example. We post at lest 8 times per day and see great engagement. I can’t find the exact study that I read a few days ago, but in it they were referring to the life of a post and how overlapping them caused greater engagement on the new post. If I find it I’ll post it. Moz and Edgerank had some great stats that recommended increasing post frequency

    All in all I say post as much as you can get engagement. If that’s once per day fine, if that’s 20 per day go for it. With the new “Last Actor” portion of the new feed algorithm I want my brand to stay top of mind and have people engaging so posting more often does that.

  • Dennis, ListsUK

    Hey Cindy, just curious – any reason why you didn’t just leave the original and credit him for it? Thanks 🙂

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  • Fantastic structure to put our promotions into! Thanks for compiling, will be using.

  • Hi Dennis, the image simply found it’s way in there through miscommunication. There’s a still a link there as a resource.

  • I’ve also heard that it depends on your audience and the best thing to do is to test it. If you want to try publishing more often, pay attention to the rate of interaction your updates have and share again when you see things die down on your last post. See what happens when you post more. And of course, drastically changing your habits may throw your audience off balance. So try changing things slowly.

    Here’s an interesting read somewhat related to this:

  • ken

    If I get more than one post a day from someone, I unlike the page. To me no matter how good the info is, it is spam when someone is trying to crowd out other posts with my other interests.

  • marisanectafy

    Thanks for such a detailed and thought out article. The schedule you provided is such a helpful resource!

  • Akshaya

    Great article Mike! Thanks for sharing

  • JustBats

    Thanks Mike. I found #1 enlightening, but my images show up as a thumbnail with the headline and copy to the right instead of a full size image with copy below that you show. The image was created to the Facebook specs, so I’m not sure what is wrong. Thanks.

  • JustBats

    Following up on yesterday’s comment, today I again attempted to upload my own image to the Link Post, and the ‘upload photo” option isn’t even available anymore. Is this a Facebook change within 24 hours? Is anyone else having similar problems?

  • That’s great. Awesome list to be share. I’ll try today onwards.

  • Thanks for this, especially the day by day plan. I need to get more savvy with social media now. I think i’ve been focusing too much on my content ranking high in google.

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  • awesome information