What Are the Elements of Great Social Media?

There’s a reason why lawyers are respected and influencers often aren’t. Besides the fancy suits (which, we will admit, can be pretty nice), there is also the years of education and training lawyers require, versus seemingly low barrier to entry that becoming an influencer requires. 

However, even though you can technically sign up for a Facebook page and start posting within a few minutes, there is a big difference between social media done right and social media that is, well, just there. Below we share some of the best tips we utilize regularly for the best in social media services here at AEK Solutions:

1.) Research your competitors’ hashtags and captions. First, sign up for a service like BuzzSumo, and search for relevant keywords. 

Next, go to the major social media sites like Facebook, Instagram, Pinterest, and LinkedIn, and search for the relevant keywords. 

Lastly, look for your competitors’ keywords on Twitter and their own websites/blogs. 

2.) Never just post a link. Create attention-grabbing, eye-popping graphics. Graphics matter on social media. The average person decides within 3 seconds of seeing an image whether or not to keep reading, click through and learn more, or just keep moving on.

Keep the following in mind when creating graphics: 

  • Logo 
  • Typography 
  • Color palette 
  • Voice/diction/tone 
  • Imagery 
  • Patterns/textures/surfaces 
  • Props/styling 

We recommend setting up a brand guide, complete with the above elements spelled out, as well as a 5-10 media templates and layouts that can be reutilized, time and time again. 

3.) Create content that makes people want to enter their email and subscribe. This type of content can include: 

  • Brochures 
  • eBooks/e-guides 
  • Video tutorials 
  • Webinars/digital events 
  • White papers 

4.) Make sure you are posting enough on each network. 

One common mistake marketers make is that they start out gung-ho on a network, but then excitement (and funding for marketing) runs out as they don’t see traction fast enough. And, pretty soon, most social media networks are abandoned, rather than seeing the growth in following and engagement they should be getting. 

Don’t let this happen to you. Use the following guide: 

  • Facebook: 1-4 times per day. Add an additional story each day. 
  • Twitter: 3-30 tweets per day 
  • Instagram: 1-4 posts per day. Add at least one additional story each day. 
  • LinkedIn: 1-2 posts per day 
  • Pinterest: 10-30 posts per day

Make sure that the posts include a strong call to action, whether that is to click through to read more or make a purchase, sign up for a newsletter, download an e-guide, etc. 

5.) Make sure you are engaging enough on each network. Like the obnoxious guy (or girl) at a party who can only talk about himself, his accomplishments, his interests, and his goals, people on social media also tend to stray away from companies that can only talk about their accomplishments, interests, and goals. 

Instead, make sure you are engaging with people. Literally put the “social” in social media! Be sure you are logged into your company account, and are liking and commenting as your company page, not your personal page. In addition to doing the posting on #4, below are some guidelines for proper socializing on each network: 

  • Facebook 
    • Find and like 5+ pages per day. 
    • Comment on 2+ pages per day. 
  • Twitter 
    • Add hashtags relevant to your brand. See tip #1, above. 
    • Commit to 3+ retweets per day. Make sure that you retweet with an insightful, thoughtful comment. 
    • Follow 10 new people or accounts per day. 
  • Instagram 
    • The key to success on Instagram is hashtags. We recommend putting up to 30 on each post! Add hashtags relevant to your brand. See tip #1, above. 
    • Follow 10 new people or accounts per day. 
    • Find and like 20-30 of your followers’ images per day. 
    • Tag the location of your photo when it is available. 
  • LinkedIn 
    • Connect with at least 3-5 new people each week. 
    • Follow 3-5 new companies each week. 
    • Request 1-2 new recommendations each week. If you are running a company page, we recommend asking for a list of customers, and reaching out to 10-20 customers per week for recommendations/reviews on the LinkedIn page. 
  • Pinterest 
    • Allocate time each day to repinning images you find relevant to your brand. We recommend doing up to 100 repins a day — this may sound like a lot, but once you have images pinned to a board, the “More ideas” tab makes it as easy as clicking on a plus sign to add an image to your board. Literally 15-20 minutes a day. 

6.) Understand hashtags and when to use them (and when not to use them). Hashtags are the jewelry of the social media world. When they’re properly positioned and correctly used, they’re statement-making, attention-grabbing, and exude competency. And when they’re too in-your-face and improperly used, they’re off-putting and ineffectual. 

Hashtags should be used as follows: 

  • Facebook – hashtags should NEVER be used. Posts perform better without a hashtag than with a hashtag, based on research (and our own experience). 
  • Twitter – Tweets with hashtags get 2-3x the engagement than tweets without. However, research reported by Gemma Sands shows that tweets with more than two hashtags get 17% fewer engagement than tweets with 1-2 hashtags. (The key here? Subtlety). 
  • Instagram – As reported above, use 11-30 hashtags, but no more than 30.

7.) Post at the right times. According to Pandemic Labs’ research, published in AdWeek, there are certain times that are best to post on social media: 

  • Monday – 8 PM 
  • Thursday – 7 PM 
  • Friday – 8 PM 
  • Saturday – 7 PM, 8 PM, or 10 PM 
  • Sunday – 6 PM, 7 PM, 8 PM, or 12 AM 

Now, keep in mind that your desired demographics’ time zone matters. So, if you’re hanging out in Thailand during the COVID-19 pandemic and planning posts for a client in Chicago with a high demographic of target customers in New York, it’s the location of the target demographic that matters. So, these posts need to be scheduled on New York time, EST — not Chicago or Thailand time. 

8.) Earn bonus points by gaining SEO, traffic, and engagement from obscure networks. It seems like everyone is posting on Facebook, Twitter, Instagram, and Pinterest, but there is plenty of traffic and engagement to be had on networks like Quora, foursquare and reddit. 

  • Quora – commit to answering one question relevant to your keywords once/day. 
  • Foursquare – Add 3-4 tips and reviews per week. Sign in wherever you go, and encourage others in your business (and your clients’ business) to do the same. 
  • Reddit – Create 1 new thread per day. Add 2-3 comments in existing threads each day — and keep in mind, the more value you create with your responses, the more value you build for your account. 

In Summary

If you want top-notch social media strategy, or would like help implementing your social media strategy, reach out to us at AEK Solutions for a free, no-obligation Q&A session. AEK Solutions is dedicated to creating new sources of repeatable growth online by embracing a rapid-experimentation, funnel-based approach. We also utilize creative and technology, such as geotargeting, customer experience management, and moments of influence testing to develop solutions to specific digital marketing issues.

What Are the Elements of Great Social Media?

There’s a reason why lawyers are respected and influencers often aren’t. Besides the fancy suits (which, we will admit, can be pretty nice), there is also the years of education and training lawyers require, versus seemingly low barrier to entry that becoming an influencer requires. 

However, even though you can technically sign up for a Facebook page and start posting within a few minutes, there is a big difference between social media done right and social media that is, well, just there. Below we share some of the best tips we utilize regularly for the best in social media services here at AEK Solutions:

1.) Research your competitors’ hashtags and captions. First, sign up for a service like BuzzSumo, and search for relevant keywords. 

Next, go to the major social media sites like Facebook, Instagram, Pinterest, and LinkedIn, and search for the relevant keywords. 

Lastly, look for your competitors’ keywords on Twitter and their own websites/blogs. 

2.) Never just post a link. Create attention-grabbing, eye-popping graphics. Graphics matter on social media. The average person decides within 3 seconds of seeing an image whether or not to keep reading, click through and learn more, or just keep moving on.

Keep the following in mind when creating graphics: 

  • Logo 
  • Typography 
  • Color palette 
  • Voice/diction/tone 
  • Imagery 
  • Patterns/textures/surfaces 
  • Props/styling 

We recommend setting up a brand guide, complete with the above elements spelled out, as well as a 5-10 media templates and layouts that can be reutilized, time and time again. 

3.) Create content that makes people want to enter their email and subscribe. This type of content can include: 

  • Brochures 
  • eBooks/e-guides 
  • Video tutorials 
  • Webinars/digital events 
  • White papers 

4.) Make sure you are posting enough on each network. 

One common mistake marketers make is that they start out gung-ho on a network, but then excitement (and funding for marketing) runs out as they don’t see traction fast enough. And, pretty soon, most social media networks are abandoned, rather than seeing the growth in following and engagement they should be getting. 

Don’t let this happen to you. Use the following guide: 

  • Facebook: 1-4 times per day. Add an additional story each day. 
  • Twitter: 3-30 tweets per day 
  • Instagram: 1-4 posts per day. Add at least one additional story each day. 
  • LinkedIn: 1-2 posts per day 
  • Pinterest: 10-30 posts per day

Make sure that the posts include a strong call to action, whether that is to click through to read more or make a purchase, sign up for a newsletter, download an e-guide, etc. 

5.) Make sure you are engaging enough on each network. Like the obnoxious guy (or girl) at a party who can only talk about himself, his accomplishments, his interests, and his goals, people on social media also tend to stray away from companies that can only talk about their accomplishments, interests, and goals. 

Instead, make sure you are engaging with people. Literally put the “social” in social media! Be sure you are logged into your company account, and are liking and commenting as your company page, not your personal page. In addition to doing the posting on #4, below are some guidelines for proper socializing on each network: 

  • Facebook 
    • Find and like 5+ pages per day. 
    • Comment on 2+ pages per day. 
  • Twitter 
    • Add hashtags relevant to your brand. See tip #1, above. 
    • Commit to 3+ retweets per day. Make sure that you retweet with an insightful, thoughtful comment. 
    • Follow 10 new people or accounts per day. 
  • Instagram 
    • The key to success on Instagram is hashtags. We recommend putting up to 30 on each post! Add hashtags relevant to your brand. See tip #1, above. 
    • Follow 10 new people or accounts per day. 
    • Find and like 20-30 of your followers’ images per day. 
    • Tag the location of your photo when it is available. 
  • LinkedIn 
    • Connect with at least 3-5 new people each week. 
    • Follow 3-5 new companies each week. 
    • Request 1-2 new recommendations each week. If you are running a company page, we recommend asking for a list of customers, and reaching out to 10-20 customers per week for recommendations/reviews on the LinkedIn page. 
  • Pinterest 
    • Allocate time each day to repinning images you find relevant to your brand. We recommend doing up to 100 repins a day — this may sound like a lot, but once you have images pinned to a board, the “More ideas” tab makes it as easy as clicking on a plus sign to add an image to your board. Literally 15-20 minutes a day. 

6.) Understand hashtags and when to use them (and when not to use them). Hashtags are the jewelry of the social media world. When they’re properly positioned and correctly used, they’re statement-making, attention-grabbing, and exude competency. And when they’re too in-your-face and improperly used, they’re off-putting and ineffectual. 

Hashtags should be used as follows: 

  • Facebook – hashtags should NEVER be used. Posts perform better without a hashtag than with a hashtag, based on research (and our own experience). 
  • Twitter – Tweets with hashtags get 2-3x the engagement than tweets without. However, research reported by Gemma Sands shows that tweets with more than two hashtags get 17% fewer engagement than tweets with 1-2 hashtags. (The key here? Subtlety). 
  • Instagram – As reported above, use 11-30 hashtags, but no more than 30.

7.) Post at the right times. According to Pandemic Labs’ research, published in AdWeek, there are certain times that are best to post on social media: 

  • Monday – 8 PM 
  • Thursday – 7 PM 
  • Friday – 8 PM 
  • Saturday – 7 PM, 8 PM, or 10 PM 
  • Sunday – 6 PM, 7 PM, 8 PM, or 12 AM 

Now, keep in mind that your desired demographics’ time zone matters. So, if you’re hanging out in Thailand during the COVID-19 pandemic and planning posts for a client in Chicago with a high demographic of target customers in New York, it’s the location of the target demographic that matters. So, these posts need to be scheduled on New York time, EST — not Chicago or Thailand time. 

8.) Earn bonus points by gaining SEO, traffic, and engagement from obscure networks. It seems like everyone is posting on Facebook, Twitter, Instagram, and Pinterest, but there is plenty of traffic and engagement to be had on networks like Quora, foursquare and reddit. 

  • Quora – commit to answering one question relevant to your keywords once/day. 
  • Foursquare – Add 3-4 tips and reviews per week. Sign in wherever you go, and encourage others in your business (and your clients’ business) to do the same. 
  • Reddit – Create 1 new thread per day. Add 2-3 comments in existing threads each day — and keep in mind, the more value you create with your responses, the more value you build for your account. 

In Summary

If you want top-notch social media strategy, or would like help implementing your social media strategy, reach out to us at AEK Solutions for a free, no-obligation Q&A session. AEK Solutions is dedicated to creating new sources of repeatable growth online by embracing a rapid-experimentation, funnel-based approach. We also utilize creative and technology, such as geotargeting, customer experience management, and moments of influence testing to develop solutions to specific digital marketing issues.