Social Media Marketing Basics


Table of content

  1. How to Manage a Social Media Marketing Campaign (with Pictures)
  2. How to Become a Social Media Marketer: 14 Steps (with Pictures)
  3. How to Use Social Media to Market Your Business: 10 Steps
  4. 4 Ways to Use Social Media for a Business - wikiHow

How to Manage a Social Media Marketing Campaign (with Pictures)

Outline your social media goals. When you first start your campaign, you’ll likely just be posting content to grow your number of followers. However, you’ll want to have goals other than just increasing your followers. This could be an increase in sales via posts, more positive reviews, or an increase in first-time customers.[1]

Conduct a survey of your brand aimed at current customers. Using a service such as Google Forms or SurveyMonkey, you can create an online survey to send to customers. To do this, you’ll just input your questions into the survey generator and send the link to your customers via email. You can also post the link on your current social media accounts.
Identify the best platforms for your brand. Using the information that you gathered from your survey and your traditional marketing strategy, identify 2-3 platforms that will work well for you and focus on those. This will help your content reach people who are your targeted audience and are likely to become potential customers.[2]
Invest in a mobile-friendly website. Because you’ll be doing a lot of social media marketing, which is aimed at customers on mobile phones, you’ll want your website to be mobile-friendly. It’s a good idea to hire a graphic designer or HTML expert to create this for you.[5]
Create a strong social media persona for your brand. In your posts, make sure you have a consistent tone and brand across all networks, even though you might share different content. Determine what kind of presence you’d like to have, whether it’s witty, cute, savvy, hipster, or otherwise.
Make posts consistently. Make it a goal to share one picture, article, or funny story on social media per day. Make sure all of your content has something to do with your brand, whether it’s product photos, user reviews, or seasonal sale announcements.[6]
Brainstorm a catchy hashtag to increase your exposure. Come up with a 2-3 word phrase that encompasses your desired brand image, your purpose, or is your brand name. Using a unique hashtag will encourage customers to repost your content, or post their own original image of your products or services that links back to your brand, growing your audience exponentially.[7]
Contact influencers and ask them to be brand partners. Social media marketing is also done by regular social media users with a lot of followers. Most businesses send these influencers free packages of products or coupons for free services in exchange for them reviewing and tagging the company on their social media. This is a great way to reach new customers.[8]
Encourage followers to participate in the conversation on your page. In your posts and captions, ask questions and prompt your followers to respond. A post with comments in addition to likes will be more popular and will reach more audiences. [9]
Use action-gating to reach a wider audience. Action-gating is when you prompt your followers to repost content or make their own content to participate in a contest with your brand. This method is highly effective at increasing brand loyalty and creating a network to reach new followers.[10]
Repurpose and share content. If you have an old picture from a few years ago, you can repost it by participating in #TBT or #FlashbackFriday. If you like a post by another brand and you have similar audiences, share it on your page and give them credit. Repurposing and sharing content will give you a break from creating original content while still keeping your brand engaged.
Respond to negative comments in a positive manner. Social media is a great place to exhibit exceptional customer service. It also gives your customers with bad experiences a public platform for their complaints. If you receive a negative comment, respond positively and try to turn the situation around.
Share the best content for each social media platform. It’s no secret that Instagram is the best platform for sharing pictures and short videos, but there are some conventions for sharing posts on other platforms as well. Make sure you’re sharing the best content for that specific platform.[11]
Utilize management tools to coordinate content across multiple platforms. Online tools such as Hootsuite, Buffer, and Sprout Social can help you to easily and quickly schedule and make posts on different accounts. If you want your brand to be active on Instagram, Facebook, Twitter, LinkedIn, and Pinterest, management tools can save you time and frustration.[12]
Proofread your posts carefully. Establishing a brand is exciting and you might be in a rush to get your content out in the world. However, you should always proofread your content entirely before hitting the “post” button.[13]
Measure your success with built-in analytics. Social media such as Facebook, Instagram, and Twitter have analytics available to business owners that allow you to measure how many people have seen or interacted with your posts.[14]

How to Become a Social Media Marketer: 14 Steps (with Pictures)

Focus on three main social media platforms. Though the opposite may seem true, specializing in one or two specific platforms is better than generalizing in many different ones.[2] The three most important platforms for advertising are Facebook, Twitter, and LinkedIn.[3]

  • Social media platforms are frequently changed, causing once effective marketing techniques to be less useful. Staying updated on many platforms will be much more difficult than a focused one or two.[4]
  • Stay abreast of updates by subscribing to media marketing blogs or signing up for platform newsletters, like Facebook’s Marketing Partner Weekly Update.[5]
  • Look up online resources to learn marketing techniques for your chosen platform(s). Many social media marketing gurus offer advice on their YouTube channels or Facebook pages.
  • What works and what doesn’t depends on your industry, platform, and target audience. It is important to constantly test different kind of posts to stay ahead of the competition.[6]

Research your customer base. Different industries will require different marketing strategies.[7] You'll need to choose the industry you'll become a marketer in, like technology, fashion, or automotive. Look at the forums on major company websites in your industry. What are people talking about? Use these conversations to learn about your customer base.[8]
  • Create a Reddit account and subscribe to subreddits in your industry to identify and monitor relevant topics to your customer base.
  • Research doesn’t have to be boring! Make color-coded spreadsheets with Google Spreadsheets or Excel to list topic areas in your industry. Use this list to improve variety in your posts.

Observe the marketing strategies of successful companies. Follow several companies you admire and follow them on your chosen media platform(s). Take notes on their marketing techniques. Ask yourself, “How could I duplicate this? What would I do differently? How would I use this to promote a product?” Ask yourself without hesitation – talking to yourself is completely normal.[9]
  • Bookmark or screenshot your favorite advertising campaigns from the companies you follow. Look to these for inspiration in your own advertising.
  • Set up an RSS feed to follow advertising related news from websites like AdAge, PSFK, Creativity Magazine, and eMarketer.[10]

Train yourself to post and update regularly. Even if it’s only your Facebook status, get used to making frequent updates.[11] When you’re feeling tired, push through to victory and maintain a steady stream of posts. Hang in there! The more you practice, the easier it’ll become.[12]
  • If readers feel like you’re spamming them with useless promotion, they’ll likely unfollow or block you. Keep posts relevant and useful. Avoid repetition to keep your writing fresh and interesting.[13]

Intern or volunteer to build experience. As a volunteer or intern, much like a secret agent, you’ll learn marketing techniques from experts by watching them in action. Take mental note, secret agent, of effective techniques and miserable failures. Save time in your own marketing efforts by avoiding techniques that look good on paper, but don’t work in reality.
  • Contact a local charity, politician, school, or business and express your interest in volunteering your services to their social media marketing department.
  • Write a personal blog covering topics in your chosen industry to build your presence and reputation. Get some experience writing a weekly blog for a local business.[14]

Join social groups in your industry. Some social networking sites, like Meetup or Sprout Social, can put you in touch with individuals interested in the industry in which you’ll be marketing. Develop relationships with these people. Let them know how you might help them and vice versa. They may be invaluable in the future.
  • Share some of your recent projects with people in your chosen industry along with future projects you hope to work on. This is a subtle way of indicating specific areas of expertise and interest to others.[15]
  • Search online for professional mixers, expos, and organizations, like the New York Social Media Club or the New Media Expo. Attend these events and exchange your contact information with other attendees.[16]

Cultivate your online presence. Join conversations topical to your industry on Facebook, Twitter, and Instagram. Grow your own Twitter and Facebook following. If you have a large following, you’ll be more desirable to potential employers.[17]
  • Drive up community engagement on your Facebook page by sharing relevant posts from other organizations in your industry or groundbreaking research.[18]
  • Reach out to notable users in your industry on Twitter by tweeting to them directly with an @ symbol followed by a user’s name. The same can be done on Facebook by linking other users to posts.
  • Grab the attention of online users by responding to posts. Don’t be afraid to respectfully take a stance or voice your opinion on issues.[19]

Develop meaningful relationships with other marketers. Your week is likely busy. It’s hard to make time to keep valuable professional relationships alive. Why not set aside a single hour each week to go through your client list?[20]
  • Get in touch with contacts by phone. Keep the conversation short, but personal, by saying something like, “I’m a little busy today, but I wanted to call and see how you were doing.”
  • Similar to phone conversations, connect with contacts through email. Use a simple template and add a few personal comments to make the message more organic.

Collaborate with other social media marketers. Building your marketing life can be stressful, but as the saying goes, “Many hands make for light labor.” After making professional connections, reach out and suggest working on a personal project, like marketing for an event or professional organization you’re involved with, together with fellow media marketers.[21]
  • Make up for weak areas in your social media marketing skillset by bringing in a partner who’s good at what you’re not.
  • To reach out to others, you might say, “I’ve got Twitter under control, but I think handling it and Facebook would be overwhelming. How about we work together and you manage Facebook?”
  • As an added bonus (and who doesn’t love bonuses?), your project will have increased engagement from fellow collaborators’ online followings.[22]

Collect data and testimonials to prove your skills. Use analytic tools, like Google Analytics, Datahero, or Yahoo Web Analytics, to track your media engagement.[23] Make use of platform analytic tools, like the “Insights” tab on Facebook business pages.
  • Pay specific attention to how you positively impacted growth, savings, and time. Keep track of analytics in a spreadsheet.
  • Employers regard numerical proof of your skills highly. Instead of making broad statements, say things like, “I was able to increase unique views by 250% in three months.”
  • Honesty is the best policy when applying with companies. You may be asked to back up your data. If you can't because you fudged the numbers, it could hurt your reputation.

Put together a portfolio. Collect samples of your best work. Write a table of contents for these samples and follow it with a short introduction that tells a little bit about yourself, your goals, and the included samples. Demonstrate your range of ability with samples from different projects.
  • Some of the most useful portfolio samples include things like integrated marketing campaigns, new ideas, and particularly effective campaigns.
  • A digital portfolio can be uploaded to your professional website or a platform page, like LinkedIn and Facebook.
  • It’ll show preparedness if you have a hardcopy of your portfolio at interviews. Print materials on quality paper and insert them into a professional binder.

Protect your online image. The phrase, “loose lips sink ships,” is especially applicable to protecting your online image. Posting something inappropriate accidentally or in an emotional moment could lose you followers and hurt your prestige in your online community. Contemplate posts carefully before publishing them.
  • To protect yourself from accidentally posting something inappropriate, run your content by a friend, coworker, or supervisor before publishing it online.
  • When you’re feeling emotional, give yourself some time to calm down. If you’re ever on the fence about a post, give yourself a day or two to think it over.
  • Consistency is an important key for locking down your image. Inconsistently posting or publishing dubious content could make you seem unreliable.[24]

Write a unique resume. Applying for a job is basically marketing yourself, right? So you’ll want to put your best foot forward with a unique, thoughtful resume. Display your design skills with a simple, pertinent graphic or two. Include links to your personal and professional social media pages. Showcase your knowledge of what clients want and how to promote it.
  • Visual techniques, like the use of photos and memes, are an eye-catching way of promoting products and services. Employers will want to see evidence of your ability to include visual elements in your work.[25]

Apply for jobs. Look for social media marketing position with major marketing agencies. Make use of job aggregating websites, like Indeed, LinkedUp, and Monster, to broaden your search.[26] Peruse classified ads for marketing positions in print newspapers and on sites like Craigslist.[27]

How to Use Social Media to Market Your Business: 10 Steps

Identify your target audience. Generally speaking, your business has a split target audience: there are your business's existing customers (your current assets), and your potential customers (your target customers). A successful social media marketing campaign should make current customers feel heard and appreciated while also reaching out to potential customers in a way that promotes your business.[2]

  • Start by recognizing your current customer base. Are they generally young adults or middle-aged? Younger?
  • Think about the kinds of social media your existing customer base might be using. You can conduct an informal survey by asking customers, while they make their usual purchases.
  • You will need to make some predictions about your potential customer base, but a little online research might help. Try looking at the social media platforms of your biggest competitors, to see what demographics of their customers follow them online.
  • How you use social media depends on what type of business you have. Determine who your customer is and what would resonate with them, then start generating content that appeals to your potential customers and includes specials and sales. You can also make content that explains what your brand is and how you're different from the competition.[3]

Sign up for your social media platform(s). Once you have identified your target audience, you are ready to sign up for a social media account. Social media accounts are free and are generally easy to manage, but you will want to check each platform's guidelines and user terms as the relate to business accounts; they may be different from those for personal accounts.[4] Some of the most common social media platforms include:
  • Facebook: This site is generally considered the most popular social media platform, and one of those most likely to attract all demographics (including adults over 65). This platform is best if you are trying to reach a broader audience across multiple demographics.
  • Twitter: This is another popular social media platform, but predominantly popular with millennials and other younger generations. Though not as broad in its reach, Twitter does foster niche communities online, which could end up being helpful for your business.
  • Google+: As it is linked to Google, Google+ is considered the best social media platform for increasing your business's search engine optimization (SEO) results. More people using Google to search for businesses will find your listing if you have a Google+ account, especially if you are a local business trying to reach local customers.
  • Instagram: This image-based social media platform is very popular among adolescents and adults under the age of 35. It can be a great way to share images of your product, your business, or the visible results of your work.
  • Tumblr: Though initially confusing for many users, Tumblr is an active and engaged way to reach potential customers between the ages of 13 and 25. Many Tumblr users are college educated and tend to be enthusiastically loyal to this social media platform.
  • LinkedIn: This platform is often considered most effective for career networking. LinkedIn also lets you use its publishing platform to reach a wider audience. It can be very effective for reaching educated, wealthy customers, as well as for generating leads between businesses.
  • Pinterest: This visually-themed platform works best if you have relevant images to share. It can be highly effective at targeting a female audience between 30 and 50 years old, especially those in a higher income bracket.
  • Yelp: This website allows customers to post photographs, rank your business, and leave reviews based on their service and experience. It is also a great way to advertise, as many people searching for a particular business (for example, a local bakery) will turn to Yelp for listings, hours of operation, and customer reviews.[5]

Consider using a social media manager. Many people think a social media manager requires the hiring of additional staff to manage online accounts. You can manage your online presence, however, without having to hire any additional employees, and still maintain control of your business's online presence. Online social media managers are generally free and can help you improve your business's social media presence while also tracking your online outreach.
  • Online social media managers like HootSuite and let you manage all of your social media accounts across all platforms on a single website.
  • You will be able to schedule posts and messages, review how successful your posts are at reaching your audience, and view any and all online mentions of your business by social media users.
  • These online social media managers are free, but there are also paid subscription managers.
  • A paid service like SproutSocial will allow you to create contacts from your social media followers to track how successful you are at engaging them. You can also view and track how many customers use check-in apps like FourSquare at your business.[6]

Let people know you are on social media. You might gain some traction with people searching blindly for your social media page, but the best way to promote your online presence is by letting people know about it. Tell your customers that you are now online, or consider putting a little sign up next to your cash register or in your window. You can also provide the username or handle for your social media accounts on your business cards.[7]
  • Let customers know that you are increasing your online presence.
  • Make sure you follow or send friend requests to your regular, loyal customers.

Find friends and followers online. Once you have established an online account, you will need to attract followers and friends who will view your posts. Start with current customers, and work towards reaching an increasingly broad audience of potential future customers.[8]
  • Try to reach out to current customers first. You want them to know that their loyalty is appreciated.
  • You should also reach out to your local distributors, including any businesses that sell or promote your goods. For example, if you are a bakery and you sell baked goods wholesale to a coffee shop, network with that coffee shop online and tap into their audience.
  • You can expand your audience online by searching for keywords and trending terms, then liking and sharing those posts or following the local people or businesses who posted them.

Start posting on social media. Your posts on social media should be more than just a self promotion. You can post information about your business, relevant information about the industry you work in, and share (or post your own) photographs of customers frequenting and enjoying your business.[9]
  • Post photographs to showcase your product. If your business involves a service instead of a product, take pictures of your employees working, or of satisfied customers showing off the work that was done.
  • You can offer some type of occasional deals that only your followers will know about. Hold a weekly or monthly raffle, where users have to share a post or photograph to be entered to win.
  • Include specials of the day in your posts, and keep customers updated on your business. If you are running a bakery, for example, use social media to advertise the specials of the day, what types of baked goods you are offering that day, and your hours of operation.
  • Keep your target audience in mind. If your customers tend to be retired, they may not know what hashtags are or what internet slang or abbreviations mean.
  • Remember that your social media platform is a representation of your business. You can have fun, but keep your posts professional, and never post anything inflammatory about politics, religion, or your personal beliefs.

Listen to your customers. One of the best ways to foster a network of customer support online is by listening to what your customers say. Read the feedback that your customers give you and take it to heart. This can mean the difference between a returning customer and a former customer who will tell friends and family not to support you.[10]
  • Respond positively to all feedback, even negative comments. Reply gracefully to bad reviews by saying something like, "We're very sorry you had a negative experience. Please consider trying us again, and if you mention this post I will personally ensure that you have a better experience with us."
  • Thank customers for their reviews and input. If multiple customers are saying the same things, you will need to consider implementing those changes, if possible and feasible.
  • Make sure you like and comment on any customer posts to your social media page. You can also search for people who "checked in" at your business, and like or add to favorites any photographs or updates they shared about your business.

Specialize your social media presence. As much as you may want to appeal to every single person who views your social media page, that may simply not be possible. If that is the case, you may need to decide whether to keep a generalized social media presence, or one that specifically appeals to your target audience.[11]
  • Never willfully alienate anyone, whether they are a customer or not. However, do recognize that not every single person in your town will find your business appealing.
  • Remember that if you run a specialized business (for example, a vegan bakery), you may simply be unable to tap into some potential customers (like those who do not like vegan food).
  • If you tend to have a niche audience, you can share posts that will appeal to them. As with the previous example, you might share posts about the benefits and the personal appeal of living a vegan lifestyle.

Be consistent with your web presence. You may be hoping that a social media presence will instantly boost your business overnight, and that does occasionally happen. However, overnight success is generally the exception to the rule. You will need to be patient and consistent with your online presence.[12]
  • Recognize that building an online presence and an online following takes time, and you'll likely need to take steps along the way to boost your presence to attract more followers. How long this all takes will vary, depending on your customers, your target audience, and how much time and effort you spend online.
  • Be consistent. Try to post updates every day, and take some time each day to like, respond to, or share customer posts.
  • Be patient. Having an online presence will not hurt your business. It will only help you, but you will only get out of it what you put into it.

Use search engine optimization (SEO) methods. Search engine optimization, or SEO, involves altering your website and social media platform in order to better promote your business. When you use SEO, your business's website and social media pages will show up higher in the search results when a customer uses Google (or any other search engine) to search for relevant terms.[13]
  • Start by identifying keywords and terms that a customer might search for. You can use plural words, but try to avoid too much repetition (the fewer the keywords you use, the better, so keep it under 1,000 characters).
  • Include any common misspellings of your business name in your keywords, so that someone looking for you will still be able to find you easily.
  • Create meta tags on every single page of your website that incorporate those keywords. You will need to know how to use HTML code to do this, so learn how to code or find someone who knows how to help you.
  • Audit your SEO effectiveness on a regular basis. You can use auditing tools, like DeepCrawl or Search Console, to assess how effective your SEO efforts have been at reaching customers.[14]

4 Ways to Use Social Media for a Business - wikiHow

Begin with your long-term goals. Before you can start to use social media for your company, you need to ask yourself some fundamental questions about why you’re doing it. Answering these essential questions will help you accomplish your social media promotion goals.[1]

  • "What am I attempting to achieve?"
  • "Do I want to boost sales?"
  • "Am I concerned with customer service?"
  • "Do I foresee expanded visibility for my business?"

Choose your social network(s). There are various social platforms. Twitter, Facebook, Instagram, LinkedIn, Pinterest – the list goes on. Starting out with social media for your business, you may want to start on all of the networks. But the truth is you can’t (and shouldn’t) try to build your online presence on each of these platforms hastily. Start small-scale, and boost your social networks once you have plenty of time and finances to commit to scaling up your social presence.[2]
  • For businesses whose products are visual (think clothes, art, food), Instagram or Pinterest may be the way to go. Advertising on Instagram has the power to move people — inspiring them to see a business differently or take action. Pinterest and Instagram are great for companies that depend on appearance, and perception. Products that are colorful, branded or photogenic are superb for this type of social media.
  • Facebook should always be included in your social media accounts. Three quarters of Americans use Facebook, so many customers are familiar with the way Facebook works, and will be more willing to connect.
  • LinkedIn is great for business to business communication
  • YouTube, Vine and Snapchat are perfect for brands with access to high-level production equipment and a lot of banter.

Decide which audience you need to target.  Not everyone who potentially sees your brand will be interested, particularly if you are marketing sports equipment to elderly people.[3]
  • Adolescents and teenagers prefer networks like Vine, Snapchat, YouTube, Tumblr, and Instagram.
  • People who are engaged and expectant moms go for Pinterest.
  • Younger parents to grandparents alike can be found using on Facebook.
  • Business leaders are all about LinkedIn.
  • Influencers and bloggers use Twitter and Tumblr the most.

Create your social media business account. This account should be separate from personal accounts, and should be solely dedicated to your business. You should have a separate account for each social media platform you have a presence on (i.e., you should not use a Google or Facebook account to log into everything).
  • Facebook. Facebook is by the far the best platform for promoting brand awareness, as nearly 75% of Americans adults use the site. Facebook is a great platform for promoting virtually any brand, due to its very heterogeneous user base.
  • Instagram. Instagram is a great option for brands that rely heavily on images, such as clothing companies and retailers. It’s also particularly effective for reaching young adults (from teens to late twenties), Hispanics and African Americans.[4]
  • Google+. While Google+ hasn’t expanded as well and as quickly as many people predicted, it can be a great platform to reach males in the technology industry, as two-thirds of the network’s users are men, the majority of which are engineers or work in other technological jobs.
  • Pinterest. Pinterest is a first-rate social platform to reach females, especially for brands marketing jewelry or apparel.[5]

Brand your page. Choose a username, profile photo, logo, bio and website URL consistent with your other accounts. When choosing your profile picture, your logo is usually the best pick. The bio should be extremely similar, if not the same for all accounts, and should include links to other social media platforms.
Connect your account(s) to your other social media accounts. On Instagram, if you integrate your accounts, you’ll easily be able to share content simultaneously on multiple social networks. Someone who follows you on a connected account, such as a connected Facebook page, will see you are on that platform and follow you there.
Create a social media team. Once your social presence begins to increase, you will be unable to handle every aspect yourself. You have to run your business and you’ll need help. Try to build a “perfect team” of people who all bring different assets to the table
Pick a writer who can find compelling social content. This person should be able to add a good caption to photos, write blogs, and add comments, bios, or text-based operations. As your company grows, you may find you need more than one person for this job.[6]
Pick a photographer. On social media, photos are the most engaging type of media. Get a camera that takes decent photos, and take pictures that will humanize your company.[7]
Pick graphics and video techs who can take you into the multimedia sphere. These people should be able to find relevant videos, infographics, GIFs, photos and other multimedia and link it to your product.
Track your marketing strategies. Pick someone who can track your progress and assess the strengths and weaknesses of your campaign to be your analytics person. This person should keep track of which posts got 350 likes and which got 15, and use this data to craft better posts. They should also keep track of the audience, and let the team post accordingly.[8]
Create a budget for the social media team. Most small businesses won’t have a budget for adding these positions on a full-time basis – but don’t worry – there are an amazing number of people looking for jobs available to you, for almost any budget.[9]
Create an action plan. Brainstorm ideas about the ways you can reuse the content you've already created and the steps you can take to make new content.
  • Can you repurpose any news coverage you’ve received and share it on social media?
  • Can your photographer take new shots about an upcoming event and post the images on Instagram or Snapchat?
  • Can your graphic designer make branded graphics?
  • Can you create posts that address your customers' problems, interests and concerns that are relevant to you?
  • Can you post sneak-peeks behind the scenes, ways your product or business is helpful in the real world, and showcase client stories, and how you helped them succeed?

Share the correct mix of content. Using social media for business, you need a good mixture of self-promotion, testimonials and/or reviews, and randomness, as well as unique content that has nothing to do with you.[10]
  • Self-promotion includes hyperlinks that lead to your website, photos of peeks behind the scenes, and major or minor news about your business.
  • Testimonials are reviews (pulled from Yelp, or another website reviewer), an email, or a blog or article promoting your product.
  • Randomness can include funny photos, memes, holiday wishes, quotes that relate to your business, shared articles and other content that is interesting and relevant.
  • Keep in mind that people don't typically use social media because they want to be sold things. You want to focus on providing interesting content that's relevant to your customer base instead of trying to sell them a product or service. This will increase your brand awareness and engagement without direct advertising.[11]

Start networking. You have to use social media to win at social media. The good news is that in social media land, it’s OK to swipe from other people.—it’s called sharing, and you should do it often. At least ten minutes each day, try to take a peek your feeds. Regardless of what network you use, you should be actively following experts in your industry
  • Retweet the experts' articles
  • Like their posts
  • Share their updates
  • Comment on their blogs
  • Link to content created by them.

Use trending hashtags. If hashtags are not used, your posts will reach very few viewers, Use hashtags relevant to your brand. In addition, add trending hashtags like #tbt, and #stylechat.[12]
  • For example, if you sell ice-skates, use #Winter, #Hockey, #Iceskates, #Winteriscoming.
  • If you sell pizza, use #Pizza, #Stayathome, #SaturdayNight, #Lazy #Delicious.
  • If you sell clothes, use #Fashion, #Clothes, #{Item of clothing} #{Material}. and #stylechat

Use memes sparingly. Memes, when used right, can promote your business and connect with your viewers. But if used wrong, memes can make you seem gimmicky.[13]
  • If you sell ice-skates, use the "Socially Awkward Penguin" meme, the "Meanwhile in Canada" meme, and the "Winter is Coming" meme.
  • If you sell pizza, consider using the "Me Gusta" meme, the "Rage Comics" memes,  the "Haters Gonna Hate" meme (sometimes appears as a GIF), "Yao Ming Face" meme, the "Doge" meme, and the "forever alone" meme.
  • If you sell clothes, use the "Overly Attached Girlfriend" meme, the "Bad Luck Brian" meme, "The Most Interesting Man in the World" meme, and the "Challenge Accepted" meme.

Hold contests. Offer a shoutout, a follow, or other social media prize. Alternatively, offer a real prize through yourself or companies like Amazon. Encourage people to share your posts with a #CompanyNameContest2016, and pick one randomly, or by another method.[14]
  • Share your expertise. Post little-known, fun facts in the form of questions with a special offer presented to the first person to answer correctly.
  • Tell people to like your next photo, and the first person to do so will win a prize. Do not tell them when you will be posting.

Avoid syndicated messages. While you could use tools that allow you to write one message and have it appear on a variety of social media outlets, you risk losing the genuine feeling behind the message. You can and should use similar language as you promote your offer on different sites; just be sure to change up the words while keeping in mind the tone of each network.[15]
Provide value. While including fun posts that reflect your personality is a must, it’s important to create content that benefits your followers. That can mean posting tips on best practices, providing access to white papers, or offering special deals on products or services that only appear on your social media page.
Ask questions that start conversations. Many users of social media like sharing their opinions, so ask people who follow you to respond to topics that are related to your brand and they find interesting. .
  • For example, a gym or a fitness center may post a question asking followers to vote on their favorite sports for summer to be entered into a drawing to win a free personal trainer for a year.
  • Ben and Jerry's posted a photo of their "Everything but..." ice-cream with the question "What did we miss?" This got hundreds of replies and comments.
  • The questions you post should excite and engage follows and make them want to not only buy from you, but refer you to others.

Post while people are most active. Depending on the network, this is usually around lunchtime when people are on their break, and in the evening, when people are relaxing at home. Not sure when your customers are most active? Ask. Otherwise, you may squander a lot of time skimming the surface of multiple social platforms with few results.[16]