Knowing What Content to Post on What Sites
At SIPA 2011 last month, Sean Brooks, vice president of social publishing for TechTarget, offered tips on posting the right content to your social media outlets. The information was part of a session titled, “Engaging Your Audience With Social Media.”
Twitter
• Post links to relevant articles that have been written by you or other industry experts;
• Add conversation that helps build your brand’s thought leadership;
• All articles should have a “retweet” button for your audience to use (they saw a 20% increase in retweets when doing this);
• Establish a personality for editorial associated accounts – but don’t post what you had for breakfast. (People will start ignoring you if posts are not relevant.)
Facebook
• Include RSS feed of content to your site;
• Do not include full articles – use headline or brief overview so users click through to your site;
• Create Facebook-only content occasionally to give people a reason to “like” your page;
• Facebook has been more successful in the B-to-C space than the B-to-B space in terms of driving traffic.
LinkedIn
• Create your own LinkedInGroup;
• Target to your audience – include RSS feed of content to your site; do not include full articles – again, headline or brief overview so users click through to your site.
• Post on other LinkedIn groups – post links to articles that are relevant to the discussion taking place; have your editors build thought leadership by joining the discussion.
Communities and Blogs
• Offer the opportunity for editors to link to related stories or blogs – this can bring valuable SEO cross linking while introducing your content to a potentially new audience.
By following these tips, here are four results that Brooks has seen:
• An increase in referring traffic from Twitter, LinkedIn and blogs;
• New sources found for stories through these outlets;
• An increase in overall presence on the social graph;
• More pages that are indexed in Google to find their content.
And here are his key takeaways:
• Make sure your audience is using the social media platform you are syndicating to;
• Make it easy for readers to syndicate your content for you – a retweet button, a like button, make sure all your links work, etc.
• Track your efforts – Bit.ly, Google Analytics, Google Alerts;
• Use conversations taking place on these platforms to create content. And repurpose whatever you can.
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