Social media and networking are not only becoming a more integral part people’s lives but also as part of the job search and application process, especially with the rise of the professional networking sites like LinkedIn. So wouldn’t it be practical to maximize the potential of your social media platforms like you would with your résumé?
Whether you’re using social media for work or for leisure, these are tools that have been proven to increase your digital presence through expanded reach, enhanced engagement and increased referral traffic. From a business point of view, Hubspot cites that “social media has a 100% higher lead-to-close rate than outbound marketing.”
With more than 157 million users in the U.S. alone (Inbound Marketing Agents), it is not surprising that a 2011 study conducted by Edison Research and Arbitron found that 80 percent of U.S. social media users prefer Facebook when connecting with brands and nearly a quarter of users said that Facebook had the greatest influence on their buying decisions.
Shelly Kramer’s article on Ragan’s PR Daily outlines helpful tips for maximizing your Facebook’s potential (especially if you’re a brand or organization):
- Use data to monitor your organic and viral visibility and fine-tune your content.
- Reposition your photos so they are featured correctly!
- Plan your content and schedule posts (editorial calendars help organize your topics).
- Assign roles and responsibilities to your social media team.
- Adjust the title and description of your links (and choose the best thumb if that’s an option).
- Highlight your fans’ posts; fans can be one of your best brand ambassadors.
- Monitor your page and/or content interaction (I.e. likes, shares, comments).
A word of advice: both friends and consumers DISLIKE auto-posting on Facebook. Digital Buzz Blog reported in 2012 that doing so decreases likes and comments by 70 percent.
Twitter has risen as a great way to capture users’ voices and thoughts, all in a compact 140 characters. Here are some quick and easy tips (mostly via Search Engine Watch) on optimizing your Twitter account:
- Keep the tone conversational; Twitter is a tool for humanizing your brand (or yourself).
- Apply SEO in your bio; this is where many search engines pull their information from.
- Follow this formula: Headline/phrase + link + hash tags.
- Limit yourself to three #hashtags per post. Keep it concise; nothing drives people away like hash tag abuse. Also, they’re meant to categorize your tweet.
- Call upon others to retweet your content.
Follow me on Twitter (@tanyaknguyen) for more information about social media, PR, marketing, all things related to strategic communications and more.
The content curation social networking platform has exploded in popularity since its introduction in 2010, with daily users counts increasing by more than 145 percent since the start of 2012 (Mashable). According to Karen Leland, “Pinterest drives more referral traffic than YouTube, Google+ and LinkedIn — combined.” When pins on Pinterest go “viral” and are repinned upwards of several thousand times, they can result in many things including:
- Building your brand
- Advertising services/products
- Referral traffic to your website
- New followers for your blog
- Better positioning in Google searches
- Increased consumer insight
- Create lists; people love things they can scan quickly.
- Use title graphics, photo quotes, infographics and data charts; people like visual content so you’re more likely to get engagement with these.
- Include a “Pin It” button with your content; people won’t be as likely to share or “pin” yoir content if the option isn’t there (same goes for all other social media platforms).
- Create relevant content.
- Use your friends to drive up traffic for your pins.
- Use other social media platforms to strategically target and push out your pins.
- Remind people after the initial “peak” period.
In my Public Relations Writing class last spring, Nancy Voith, Managing Director at CRA, Inc., spoke to my class about resume building and using LinkedIn. In her speech, she emphasized the importance of your modern-day digital business card/ résumé.
Some of Voith’s advice for using LinkedIn:
- Create and maintain a complete profile.
- Profiles should showcase your leadership, initiative, responsibilities, etc.
- Use the “SAR formula” to concisely showcase your experience.
- SAR: situation, action and results
- Focus on what makes you different from other professionals.
- Connect through LinkedIn with other professionals you meet.
- Have others review your profile and endorse your skills and expertise.
- Allen, Kevin. “Agency’s Epic Job Listing Puts Social Media Skills to the Test.” PR Daily News. Ragan Communications, Inc., 01 Nov. 2012. Web. 01 Nov. 2012. <http://www.prdaily.com/socialmedia/Articles/13054.aspx>.
- Faeth, Bill. “Power Up Your Social Media Strategy.” Inbound Marketing Blog. Inbound Marketing Agents, 01 Nov. 2012. Web. 02 Nov. 2012. <http://www.inboundmarketingagents.com/inbound-marketing-agents-blog/bid/238017/31-Fresh-and-Tweetable-Social-Media-Stats>.
- HubSpot. “All The Marketing Statistics You Need To Know.” HubSpot. HubSpot., n.d. Web. 01 Nov. 2012. <http://www.hubspot.com/marketing-resources/marketing-statistics/>.
- Leland, Karen. “10 Pinterest Tips For Small Business Pinners.” The Huffington Post. TheHuffingtonPost.com, Inc., 23 Mar. 2012. Web. 30 Oct. 2012. <http://www.huffingtonpost.com/karen-leland/10-ways-to-use-pinterest-_b_1367288.html>.
- Kramer, Shelly. “7 Secrets to Make Your Facebook Page Pop.” PR Daily News. Ragan Communications, Inc., 02 Nov. 2012. Web. 02 Nov. 2012. <http://www.prdaily.com/socialmedia/Articles/13059.aspx>.
- Turner, Jessica. “7 Proven Ways to Create Viral Pinterest Posts.” PR Daily News. Ragan Communications, Inc., 23 Oct. 2012. Web. 30 Oct. 2012. <http://www.prdaily.com/socialmedia/Articles/12962.aspx>.
- Webster, Tom. “The Social Habit 2011.” Edison Research. Edison Research, 29 May 2011. Web. 01 Nov. 2012. <http://www.edisonresearch.com/home/archives/2011/05/the_social_habit_2011.php>.