Writing Your Brand Story Part III: Sharing on Social Media
This is the final installment in a three-part series on writing and sharing your brand story. Missed what a brand story is or how to get ready to share it on social media? Head over to Part I or Part II for background. In this post, we’re going to break down the final step of the process: sharing your brand story on social media.
In Part II, you already learned who is on Twitter and what kind of content you should share there. But there’s some specifics you need to know about crafting a tweet.
Twitter is a fast-moving platform; each tweet can be no longer than 280 characters. But even though posts on Twitter are short, they still need to be meaningful.
All of your tweets should include a call-to-action, such as a photo, a video, or a link for your audience to click on that directs them to a website (e.g. a product page, event listing, industry article, press release, etc.).
To help make your tweets more noticeable on the fast-moving platform, include relevant hashtags in all your posts. A hashtag (#) turns any word into a clickable, searchable keyword, so you can join the larger Twitter conversation and increase your follower base. (Without a hashtag, the only people seeing your posts are your existing followers.) You can find the right hashtags to include by searching a few key words of your industry or by seeing what influencers, companies, or media in your industry are already using. For example, for residential AV, you might see #smarthome #liveinstall #hometheater, etc.
Because Twitter feeds move so quickly, you’ll want to post between two to four tweets a day. (You can learn even more about how to effectively schedule tweets for your company here).
Your brand story should also be part of your Facebook strategy, if you’ve decided to use the platform (see Part II to determine if it’s right for you). Here, your posts can be a little longer, and you won’t have to post as frequently.
Best practices suggest posting content to your Facebook page two to three times a week. You can streamline your scheduling process by using the scheduling tool built in to Facebook, where you can write and schedule posts for a later date or save them as a draft.
While you won’t have to worry about hashtags with Facebook posts, you’ll still want to follow the same principle of including an image and a call-to-action in every post (e.g. a video, a photo, and article, etc.).
Read more about the anatomy of an effective Facebook post here.
Sharing your brand story on LinkedIn is different. For one, you should be targeting a much more niche audience.
It’s also important to remember that LinkedIn’s feed operates differently than Twitter’s or Facebook’s. On LinkedIn, posts stay live longer in users’ feeds. This can be both a pro and a con. It means you won’t have to write as many posts to stay top-of-mind with your audience; on the other hand, if you’re trying to be proactive and you write too many posts, your content can end up getting buried in your followers’ feeds.
As far scheduling goes, LinkedIn’s slower feed means that you have more flexibility with your posts. You can focus more on the quality of your post and crafting the right message and less on quantity and simply trying to stay at the top of the feed. Posts will look similar to those on Twitter and Facebook, in that they should each include an image and a call to action; however, remember to keep the tone a little more professional.
Discover tips on how to grow your LinkedIn presence here.