Opening Slide

This presentation gives you specific tips and free tools to use for Facebook and Twitter posts. All of these tips are meant to be guidelines. You should always test for your specific organization.

Slide 2

  • Posting the same content using the same copy across multiple social media platforms.
  • Every social media platform has a different culture
  • Audience expects to receive content in a certain way
  • Twitter limits you to 140 characters
  • Hashtags and handles may differ
  • Post Frequency is too high.
  • Smaller organizations / businesses posting too frequently, lowering engagement per post

Slide 3

  • Have a social media strategy document that explains your objectives and what you’ll do on social media to achieve it
  • Be deliberate about the time you spend on social media. Know which tasks you’ll perform ahead of time
  • Create a schedule
  • Your social media strategy is only part of your overall digital marketing strategy
  • Everything we do is for our audience. That’s why we’re on social media
    • Know who your audience is, what social platforms they’re using, their online behaviour, what content they like, and when they are online

Slide 4

(Left) Facebook Newsfeed – (Right) Twitter Newsfeed

  • Facebook newsfeed moves slower
    • Get maximum exposure between posts by scheduling them minimum 4 hours apart
  • Twitter newsfeed moves faster
    • Unless you’re live tweeting or having a conversation, wait at least 30 min to 1 hour between posts that relate to self promotion (including blogs)

Slide 5

  • Think of the context of your analytics
  • Post 30 minutes before peak and not at the peak time

Slide 6

(Free tool that will not post to your Twitter account on its own so don’t worry)

  • Twitter moves faster so post 15-20 minutes before peak

Slide 7

Third party content (shares, retweets, links)

  • Get less reach and usually less engagement

Original content is better

  • Asking questions can increase # of comments and post likes
  • Sharing office culture (inside scoop) increases post likes
  • Sharing work (finished products with permission of clients) can get shares
  • Discounts and events are likely to get shares and retweets

Keep it Visual

  • High resolution photos, videos, infographics

Slide 10

“Impressions are the number of times a post from your Page is displayed, whether the post is clicked or not. People may see multiple impressions of the same post. For example, someone might see a Page update in News Feed once, and then a second time if their friend shares it.


Slide 11

  • 3rd party content isn’t as effective for engagement
  • Mentions and hashtags help increase your reach and engagement but make it relevant
  • Notice the tone is more or less the same. Consistency with personas is necessary. You can use the method we used to create a persona here:


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