Is social media the newest search engine? Instead of checking Google, many audiences are now turning to social media to learn about products, read reviews and check out local businesses. If your social media page isn’t up to par, you could be losing business. You probably already know that your business should have a social media presence, but how much that presence helps depends on how effectively you’re using that social media. So, to help, we’ve put together a checklist to make sure you’re getting the most out of your organization’s section of the social media sphere.  

Pick the Right Platforms.

Whether you’re starting from scratch or already have a comprehensive social media presence, the number of platforms available can be overwhelming. It’s not just Facebook and Twitter anymore! Choosing the right platforms for your target audience helps to ensure you spend your time wisely. For example, if you’re after a younger audience, it may be smart to target TikTok and Instagram over Facebook. Our recommendation for a social media starter pack is what we consider the Big Three: Facebook, Instagram and LinkedIn. Get a content calendar for your Instagram (and other platforms).  

Set Up Your Business Profile.

As you can probably surmise, there are a great many benefits to be had from a business social media profile. Businesses have access to clickable features, along with more analytics and insights. Already have a profile and need to swap it to a professional profile? This can be done with a few clicks in your app settings. Don’t forget to set up security measures on each profile. Setting up two-factor authentication and brushing up on the newest phishing tactics is a great starting point to keeping your business safe. Depending on the platform you’re on, look into getting verified. There are certain parameters that accounts like Instagram have, but if you’re on Twitter you can subscribe to Twitter Blue and get the famous blue checkmark.  

Perfect Your Profile at a Glance.

This is the first opportunity you have to show the user who you are and start telling your brand story! These features should humanize your business. If you use more than one social media profile, keep your branding similar across all platforms for a unified image. Facebook, Instagram and LinkedIn should all have some version of these items:

• Profile name
• Username
• Profile picture – Nine out of ten times, this should be your logo!
• Bio
• Cover/banner picture (Facebook and LinkedIn only)
• Business category/industry (select up to three on Facebook and one on Instagram and LinkedIn)
• Specialties (acts as a list of relevant keywords; only available on Facebook and LinkedIn)

Pack Your Profile with Business Information.

Now that you have the user on your profile, you need to provide them with easy action steps. Your audience will use your business information for context about your company, as well as a way to convert. If you don’t list a way to contact your company, the people who are viewing your profile are not going to hunt for the information elsewhere. You will be rewarded for making every step of the process easier for your audience. Consider including the following information:

• Phone number
• Email
• Website link or a link tree
• Business hours (Facebook only)
• Business address
• Links to other social media platforms
• “About” information (essentially an expanded bio section; LinkedIn and Facebook only)
• Call to action button (choose an option geared toward a targeted conversion)

How to Set Up a Link Tree

In layman’s terms, a link tree, also known as a “link in bio,” acts as a launchpad for users coming from platforms like Instagram and Tiktok. Its purpose is to help them find specific information about your collections, services, deals, and more. The beauty of it lies in breaking free from the limitation of having just one link in your business’ bio. Instead, you can showcase various aspects of your business all at once, without making users click through multiple pages. This results in a happier user experience, longer site sessions, and ultimately, improved conversion rates. Now, let’s explore how to set up a link tree. It’s surprisingly simple! Here are a few basic steps to get you started:

1. Choose a link tree service. Depending on your goals, a free version usually does the job. The majority of our clients use Linktree, but there’s also Bio.fm and Campsite.
2. Select a username. Straightforward, but like we said, it’s simple! Choosing your business/brand name as your username is highly recommended.
3. Add your links. Once your account is set up, you’re able to start building your link tree! If you’re setting this up for the first time, common pages to link to include your services, products, limited time specials, or your blog.
4. Brand your link tree. Customize your link tree with your branded colors, fonts, and logo.
5. Add your link tree to your bio. Edit your social media profile and add your new link tree.
6. Publish and track results! We suggest setting up UTM links within your link tree to better assess user behavior and engagement.

Create a Content Strategy.

Content is the heart of your social media profile. Your social media content is a great way to stay top of mind with your followers, and to help new users see current updates about your business. Facebook, Instagram and LinkedIn have the ability to post photos and videos. Text-only posts can also be used on Facebook and LinkedIn. Below is a list of questions you should consider when creating content.

Does your content align with your brand?

Business content is very different from the content your aunt posts on vacation. Your content should align with your company values, image and offerings. Remember: This is a business profile, not your personal account.

Who is your target audience?

Each social media platform is used slightly differently by users and has different audiences. LinkedIn, for example, is career-centric, while Instagram relies heavily on trends and pop culture. Consider which platform you are posting to, and how you can create content that appeals to that audience.

How often should your business post to social media?

There is no right answer to how often you should post. Quality is more valuable than quantity. Start slow and consider posting once a week on each platform at the start, then experiment with different posting schedules once you get the hang of it. Platforms such as LinkedIn have said you should value posts that interest your audience over the frequency of posts. The right amount of posts per week will be different for each profile.

What is your audience’s search intent?

Social media uses keywords, just like search engines do. While platforms like Facebook and LinkedIn have specific keyword sections (labeled “specialties”), you should still be incorporating keywords across all facets of your business profile. Choose keywords to highlight the ins and outs of what you do and keep search intent in mind (i.e. why people would be searching this term in the first place). Your profile name, bio and captions are great spots to pepper in keywords naturally. Think of what your audience is searching for, and how you can talk about yourself to align their needs with your services.

Utilize LinkedIn’s Special Features.

LinkedIn serves as the only major career-focused social media platform…for now. Therefore, it offers some special features that relate to the specifics of your internal company information and practices. The content and information should be enticing to potential applicants and clients. Special features on LinkedIn include:

• Company size
• Careers page
• Linked employee profiles

Next Steps: Check Your Profiles!

There you have it! Our quick and practical cheat sheet for social media. If you’re finding it challenging to get started, our social media managers are here to provide expert guidance. Whether you’re considering using Meta ads, LinkedIn ads, or simply interested in entrusting someone else to curate your online presence, our digital marketing experts are just a message away. Get in touch with us, and let’s work together to optimize your social media platforms and paid ad campaigns for the best results!   About the author:

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Sure, we could bore you with our technical expertise, individual backgrounds and a plethora of accolades, but the reality is that the most interesting thing about us is the work we do for our clients, which you can see in our portfolio.