Optimization is one of my favorite words and it is definitely not used enough in the digital marketing industry.
We love new shiny items like ‘Clubhouse’ and are very quick to jump into something new.
But what about optimizing what you already have?
Optimization is an ongoing process where you try something, determine if it works, optimize it further, and then either implement it or move on!
In this article, we’ll take a look at some effective social media optimization tactics you can use.
1. Don’t just use normal reports, use “Power Reports”
We all know how important reporting on social media is. Unless you can effectively measure, track, and act on your social media data, your results will stagnate at best. Once you have a clear view of your data, you will be able to continuously optimize and improve.
Agorapulse recently released an upgrade to its reporting and analysis capability and added a “Power Reports” option. There are pretty cool and have great features:
- Create custom reports emailed to anyone on a schedule
- Create aggregated reports on multiple profiles
- Create a custom comparison period so you can compare performance from any date to any other date
- Get Presentation Format (PPT) Reports That Will Impress Your Boss Of Your Customers
And the cool functionality….
…. you can tag social media updates that you share and report based on those tags. This is a great feature, because if you share different categories of content you want to know which categories are working!
2. Make your content engaging and easy to read
Optimizing the way you write your social media posts will have a big impact on their performance.
Emojis are a great way to grab attention, but they also add a bit of personality to your posts and personality goes a long way in social media.
Line breaks are simple ideas, right?
But we don’t use them….
… Except Andy below. Can you see how he made this content stand out on Twitter and made it easy to consume?
p..s I love the call to action with the emoji pointing to the links… smart!
And you also see captions.
Most people don’t turn the sound on because they’re usually working and don’t want their boss to know what they’re doing!
Some social platforms, like Instagram, make it a bit more difficult to structure your posts or captions correctly in this case. You’ve probably noticed that many profiles use things like dots, dashes, or bulleted emoticons to create line breaks.
If you want to create regular (empty) line breaks in Instagram captions, you will need to use some of the available web tools, such as IG line break caption generator.
3. Use eye-catching images and videos
We know visuals grab attention.
But you can get more attention by …
- Using an Image Carousel
- Create a video using images
- Create animated gifs
I know creating social media visuals can be scary for non-designers, but luckily there are plenty of tools, tips, and tricks you can use to consistently create high-quality visual content.
For example, Can go features pre-sized social media images for various platforms as well as easy drag-and-drop editing. You can create your social media images from scratch or choose from Canva’s existing gallery of background images, stock photos, and designs.
There is also an easy way to create high quality social media videos from the images you created with a tool like Wave.video.
This tool provides a library of video clips that you can filter by use case, industry, occasion, and even aspect ratio to find exactly what you need for your video. You can then upload your own content (photos, video, audio files) and combine it with Wave.video clips to create unique branded videos.
4. Optimize traceability thanks to UTM monitoring
Can you give real, measurable value to the links you share on social media? For every marketer, being able to track the number of clicks, traffic, and ultimately conversions that a link brings is essential to optimizing campaign performance. This is where UTM tracking comes in!
This basically means adding a bunch of UTM parameters (i.e. tags) to the end of any URLs you share. Each link thus has its own “signature” which is now traceable in Google Analytics.
Simply put, you’ll know exactly where your social media traffic is coming from and what happens when it arrives.
You can use a tool called Google URL Builder to add UTM tags to your links. This tool is easy to use and completely free. This is what the form for configuring these link settings looks like:
There is an even faster way to tag your links using the URL Builder Chrome Extension. When you install the extension, you can access it at the top right of your browser’s address bar and tag links with a single click when you’re on a website.
When you want to display this in Google Analytics, go to the channels section and select the « other » drop-down menu on the right, then select the campaigns.
This is where you’ll see details like traffic, goals, and revenue (if you’ve set up ecommerce tracking).
5. Use anchor links in content
Imagine that you have created a long piece of content with different sections.
Some sections are more interesting to some people than to others.
So instead of always just sharing the link to the content, you can promote a section of that content on social media and when someone clicks on the link it is automatically directed to that section.
This gives you better results because you get more attention / clicks to that single piece of content.
Here is an example of an anchor link which is actually an article that explains how to set them up:
And here is the article that shows you how to configure them -> How to add anchor links to WordPress.
6. Optimize the look and feel of your content
Visual consistency on your social media accounts is important because it helps your audience build association with your brand. For example, take a look at your Instagram grid and answer the following questions:
- Is there a consistent color scheme in the visuals you post?
- What about the fonts? Do you keep up to three fonts that you have chosen for your brand?
- Do you use a specific filter or a set of filters to create the mood you want?
- Do you use consistent templates for different types of posts, e.g. quotes, promotions, product offers, etc.?
The answers to all of these questions should be yes!
Check Adobe Instagram Grid:
When you look at their content, you can see that they are deliberately using powerful visuals to tell their story and build brand awareness, relevance, and ultimately trust.
The importance of visual consistency extends to every element of your social media presence. For example, things like story highlight covers might seem too small to be concerned with, but this is a great opportunity to make a great first impression and convert lurkers into followers.
Here is a good example from the High West Distillery:
7. Optimize your management process
I used Agorapulse for a few years now because it has helped me reduce the number of tools I use for social media management. I used to use four different tools to cover everything I now manage with this single tool.
Here are some of the features that made me stick with Agorapulse for my social media management needs:
Feature-rich publication calendar
Calendar and content posting are key features of any social media management tool. Agorapulse allows you to have a very clean and streamlined process across all of your social media accounts. You can easily schedule posts, customize specific channels, schedule recurring posts, and more.
The only social media inbox you’ll ever need
One of the most useful features of this tool is Agorapulse Inbox. This makes it much easier to manage new posts, comments and mentions on social media. All new items are displayed in a review filter to help you focus on the latest tasks, giving you the option to respond to them or assign it to a member of your team.
Also, when you view an item in your inbox, you can see the person’s profile details on the right. This is very useful because you can see who you are interacting with.
What’s also great about managing social media responses with Agorapulse is that it allows you to use templates for responses and add images or emojis to responses. There is also an option to use the variable « name » for models so that it automatically copies the name.
To take away
Before trying new things and even new social channels, take a look at what you already have and optimize everything from your content to your process. Continuous optimization will help your brand recognition and drive meaningful long term results and growth from social media.