What Are The Current Social Media Best Practices?

Simply having social media accounts is one thing, but using them effectively is whole other ball game. While it's true that being present on social media is half the battle, there are a lot of ways companies can optimize their feeds to create interesting and engaging profiles. For the purposes of this post, I'll explore the best ways to use two of the most important platforms on the web: Twitter and Instagram.

Using Twitter effectively, like anything else, requires time and effort. While anyone can type out 140 characters in a few seconds and circulate it through their following, thinking more carefully about type of content and timing can help users leave a bigger impact on the web. Though brands will inevitably do some things differently based on need, here are some universal practices that can help out any user:

• Use a profile picture that clearly depicts the brand logo. Companies should want their avatar to be instantly recognized by anyone scrolling their timeline. Keeping a familiar logo as the main photo accomplishes this.
• Companies should also make sure their background photo (and cover photo) are branded. They may use an alternate logo or design, but there should be a level of consistency between profile photo and ancillary artwork.
• Profile descriptions should include, at the very minimum, company website and location. Companies would do well to also post short bio for what the brand is about, accolades and accomplishments, as well as favored hashtags.
• Tweet several times daily. Though the number may vary based on the type of organization, it is crucial to get at least a few tweets up a day.
• Time your tweets. Companies should have a calendar as well as a daily schedule for tweeting that best matches their consumer base. Though timing varies considerably, the general rule is that weekends are best for engagement, and during the most important during-the-week tweets should go up near the end of the workday (5-6pm).
• In terms of actual content, there should be a comfortable mix between text, photo, video and links to other sites. This will skew based on type of company, but it's important to consider all media forms when tweeting.
• Brands should make use of hashtags, but not in an exploitative manner. Instead of using 10 hashtags to increase a posts connectivity, use one or two that best fit the content without seeming spammy.
• Brands should actively seek out their consumers and engage them. Reply to comments both positive and negative to show consumers they are interested in what they have to say.
• Creating new, brand specific hashtags is also a good way of engaging consumers and generating buzz.
• Stay aware of relevant trends can capitalize on them, even if they're unrelated to the brand and/or industry. It doesn't have to be all about the company, all the time.

Now that we've looked at some ways to best use Twitter, lets move on to Instagram. Here are some general pointers for companies looking to optimize their Instagram feed.

• Like Twitter, brands should use an easily recognizable logo as their main picture. Though this is probably of slightly lesser importance on Instagram, it's still a good practice to keep.
• Pictures posted on Instagram should be consistent with brand identity. This doesn't mean every picture needs a company logo- but the vibe and feeling of the brand should shine through no matter what the picture depicts. Followers should feel like they're truly "experiencing" the brand. Easier said than done of course, but this is of utmost importance.
• Though this may seem obvious, pictures should be of professional quality. This means making sure there is no blurriness, the colors pop, and there is an inherent aesthetic appeal. Instagram makes this easy by providing filters, but companies must also make sure the original picture quality is up to par. 
• Instagram content should be exclusive to a degree. There is value in knowing there is only one place to see certain photos, and it gives people a reason to follow.
• Brands should shine a light on the parties that help make them successful. This means brands should show appreciation by displaying photos of employees, customers, partners, and anyone else who helps their success. 
• Content should seem thoughtful- don't post a picture just to post something. Make sure every post is compelling and relevant in its own way.
• Hashtags are welcome, though like Twitter, there is such thing as oversaturation. Similarly, captions should be short and sweet as to not lose the viewers attention.
• Frequency and timing of posts is important. Just like Twitter, companies should update their feed at least daily, and should tailor the time of their posts to their consumers. Once again, weekends are the best for engagement.
• Share Instagram photos on other social channels for maximum exposure, including Twitter, Facebook, Tumblr, etc.

References

https://business.twitter.com/best-practices

http://www.huffingtonpost.com/belle-beth-cooper/a-scientific-guide-to-pos_b_4262571.html

http://instagram-business.tumblr.com/post/29441248656/instagram-best-practices-to-see-more-tips-and