A Picture's Worth 1,000 Retweets: Crafting Strong Content
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How do you know which content will work best with different audiences or on different social media platforms? This session will cover the elements of a successful social media post, teaching you how to create compelling visuals simply and easily and how to tell your story effectively.
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A Picture's Worth 1,000 Retweets: Crafting Strong Content
- 1. A Picture’s Worth 1,000 RTs: Crafting Strong Content Whitney Schepf The Stamp Michelle Lopez-Mullins University Career Center Marty Summa, Jr. Athletics
- 2. HELLO! Whitney Schepf The Stamp Michelle Lopez-Mullins University Career Center Marty Summa, Jr. Athletics
- 3. What & Why (& how) What is a dynamic post? Why should we create them? How do we create them?
- 5. Dynamic Instagram Posts: Incoming User Base & Some Stats
- 6. Dynamic Instagram Posts: Best Practices
- 7. ● Interesting ● Artsy/Good Composition ● Reinforces your target “lifestyle” ● High Quality ● “Native” not “Intrusive” ● It’s ok to delete unsuccessful posts ● It’s ok to use hashtags ● It’s ok to search out your audience (ex. Via “Places”)
- 8. Dynamic Instagram Posts: you’re trying too hard socialeffortscale.com ● Too many hashtags, too often ● The same style of photo over and over again (esp. If it doesn’t get many likes) ● Over-filtering ● Over emoji-ing ● Too intricate, too often (i.e. avocado roses)
- 9. TOO HARD.
- 10. Dynamic Instagram Posts: More Examples!
- 11. Dynamic Tweets: Who are you reaching?
- 12. Dynamic Tweets: Short is Sweet!
- 13. Dynamic Tweets: NOW or Never - Capitalize on the Moment
- 14. Dynamic Tweets: Have Fun With It
- 15. Dynamic Tweets: Followers ≠ Success
- 16. Dynamic Tweets: You’re Trying Too Hard Know the meaning behind the hashtag before tweeting Be sensitive with timing and don’t use exploitive marketing
- 18. Dynamic Facebook Posts: but is FB even relevant anymore? ● 82% of 18-29 year-old internet users use FB (Pew) ● “Older” users may be parents, alumni, or potential donors ● FB wins in terms of amount of time spent with the medium
- 19. Dynamic Facebook Posts: Anatomy of a successful [UMD] post Relatable to a large chunk of our audience Rich content (here: an article) timely
- 20. Dynamic Facebook Posts: Anatomy of a successful [UMD] post
- 21. Dynamic Facebook Posts: built-in Facebook metrics
- 22. Dynamic Facebook Posts: boosted posts
- 23. Dynamic Facebook Posts: you’re trying too hard ● Posting too frequently (spamming) ● Grammar! Spelling!
- 24. Dynamic Facebook Posts: More Examples
- 25. Q & A
Notas do Editor
- Introductions: Go around, mention briefly what we do with social media. Michelle: Whitney: Marty
- -Ask audience to define/describe a “dynamic post.” -A truly dynamic post is something that catching your audience’s attention—but even more than that, it’s a post that they want to engage with (by liking, commenting on, clicking, etc.) and that they, ideally, want to share to THEIR audience. It’s a post that has the ability to “grow legs” and take your message even farther than your own initial audience. -WHY?: Sometimes it take so much energy to come up with a creative or timely post! But if you create content that your audience genuinely likes, it will generate all sorts of warm fuzzy feelings around your department. They’ll think, “man...these guys really get me.” Hopefully the information that’s linked to a dynamic post will be spread far and wide—but even your not-so-dynamic posts can rid the high created by your great ones. -HOW??: We’ll cover this more in-depth for the three most popular social media outlets: Instagram, Twitter, and Facebook. But in general, the first step is paying attention to your audience. What are UMD students posting about? Take note of topics, language, tone, and the questions they’re asking each other (especially as move-in time/the start of a new school year approaches.) BUT: be careful not to straight-up copy them. They can tell when something is insincere, and that will definitely affect your message negatively.
- -Ask audience to define/describe a “dynamic post.” -A truly dynamic post is something that catching your audience’s attention—but even more than that, it’s a post that they want to engage with (by liking, commenting on, clicking, etc.) and that they, ideally, want to share to THEIR audience. It’s a post that has the ability to “grow legs” and take your message even farther than your own initial audience. -WHY?: Sometimes it take so much energy to come up with a creative or timely post! But if you create content that your audience genuinely likes, it will generate all sorts of warm fuzzy feelings around your department. They’ll think, “man...these guys really get me.” Hopefully the information that’s linked to a dynamic post will be spread far and wide—but even your not-so-dynamic posts can rid the high created by your great ones. -HOW??: We’ll cover this more in-depth for the three most popular social media outlets: Instagram, Twitter, and Facebook. But in general, the first step is paying attention to your audience. What are UMD students posting about? Take note of topics, language, tone, and the questions they’re asking each other (especially as move-in time/the start of a new school year approaches.) BUT: be careful not to straight-up copy them. They can tell when something is insincere, and that will definitely affect your message negatively.
- Dissect mentality behind successful IG posts (and how logarithm effects this) Instagram counted 77.6 million users in the US in 2015. According to Pew Research (2015), 71% of teens 13-17 use Facebook. 52% use Instagram. (Another survey reported 59%) 41% use FB most often, 20% use IG most often. Guys used FB more (45% v 36%) Girls use IG more (and visual in general) (23% v 17%) Older teens reported FB more (44%). 25% of younger teens reported IG. Wealthier teens: Snapchat, IG. Lower income teens: FB. (AKA Both platforms are still relevant). In a survey of US teens, 11% of respondents had 101 – 200 followers on Instagram. The US teen average was 150 followers. Quotes from 13-18 year olds: “Facebook sold out. All it is is ads.” “I only check Facebook to see how my aunt’s doing...because my mom asks since SHE doesn’t have a Facebook.” “Yeah, I have Facebook. I check it from time to time.” “Facebook is full of old people.” Teens curate their IG. They care about likes & image. (Tit for tat culture as well). Algorithm: Kevin Systrom (Co-Founder and CEO of IG): “On average, people miss about 70 percent of the posts in their Instagram feed. What this is about is making sure that the 30 percent you see is the best 30 percent possible.” Machine-learning technology, likelihood of interest, timeliness of post, relationship between users.
- Slide for Whitney & Marty to supply additional examples :) Whitney: this is going to be a huge theme with my [the Stamp’s] most dynamic posts: jumping on an opportunity to snag and image of a very UMD moment that almost all of our audience is gonna be interested in. In this first case, I snapped a picture that I hasn’t necessarily planned on posting while volunteering at spring commencement 2015. But I realized it’d be great for Instagram, especially with a catchy little caption. The second: Inclement weather can be a huge boon for dynamic post-creation. Everyone talks about the weather, especially in the winter when there’s a chance it’ll affect campus closure. OMG. People sure do get worked up. So that’s why people responded well to this snowy image. It’s a combo of all that interest in local weather + a rather iconic view of the sidewalk that’s parallel to the Mall.
- Discussing the demographics of the platform and making sure the content creator knows the audience that they are serving. Focus on age, high percentage of users are under the age of 30. Adapt and mold your content to fit the consumers.
- Twitter tends to be a platform that is scrolled through and capped at 140 characters. YOU DON’T ALWAYS NEED 140 CHARACTERS! Let your media do the talking, sometimes you can sum up a paragraph with a impactful image/GIF and a word.
- TW Best Practices -Twitter stories, how often to tweet? -Alluding to longer posts/blogs/links -Photos & Video -Tying into communities
- Whitney: Although Twitter began as a text-based medium, images definitely help boost views and interaction; I’ve definitely noticed that my most successful Tweets incorporate and image. The first: this is why you always need to have your phone with you. You never know when the best ever Tweetable stuff will happen. Our audience love UMD-y stuff, and our squirrels are part of that, as are our Diner wraps...one of which this squirrel ate. The second: Keep any and all great photos hand and nicely organized. I didn’t have a 4th of July image to share, but I did have fireworks shots from Homecoming. Just make sure that if your office doesn’t own the images, you have permission to use them and credit accordingly. You WILL get called out by the photog.
- -FB has gained this reputation of being less popular among college-aged people than, say, Insta or Twitter (or SC, or YikYak…), but IT IS STILL HEAVILY USED. (82%) It’s also important to remember that most users are on a combination of social media, so the greater presence you have across the board, the more touchpoints you have; no need to drop FB just becuase the demographics have shifted a bit. It’s still a huge hitter. The thing to remember is that they’re using if differently than when it first appeared, and that they’re using other media. It feels a little more static, a little less real-time than Twitter (with the exception of FB Live.) It’s a bit more info-dense than Instagram, which has more easily-digested snippets—but that can be great, if you know what KIND of info to share on FB. If you need to get a longr, or maybe more serious message across, FB may be the way. We housed all the resources available after Orlando in a master FB post, and linked to THAT on our other channels. Because of this more “static” feel, a FB page may almost serve as a home base, or website—with the added benefit of all that social media interaction and messaging capabilities. -”Older” or non-college-aged users (and FB has more “older” users than other media), may be parents of current or prospective students, alumni, or potential donors, all of whom may want to interact with you for their own reasons -FB users stay glued to FB for a longer period of time that Twitter users do to Twitter, or Insta users to to Insta. They’re still scrolling through their feeds for a longggg period of time—usually late at night (still a famous timesuck!)
- Whitney: Timing isn’t always AS important on FB as it is on Twitter, but it can help: I shared this CBS Local article about offerings to Testudo around spring finals time, along with a “Prayer to Testudo” I found online. Pretty much all UMD students (and probably faculty and staff) can relate to the finals struggle. Even better, the article’s picture was from that infamous Testudo-burning incident, which wasn’t very long ago, so much of our audience probably saw that image and remembered the crazy event from a different finals season. Plenty of shares, a good chunk of post clicks (“real” engagement.) Also goes back to my point when we were talking about Twitter: our audience responds really well to posts that incorporate something super UMD-y.
- -Content type matters: -Photos and especially, increasingly, videos are going to majorly increase your chances of having your post seen; A post with a photo attached gets 39% more interaction (Buffer): 53% more likes, 104% more comments, & 84% more click-throughs than a text-only post. -video: have 135% greater reach than a still photo-based post. Major take away: our audience is supremely visual.
- -A lof of people see SM as being notoriously tough to gather data and metrics for. But FB has great metrics for any “fanpage,” and some of them get pretty in-depth, letting you see demographics, types of devices used by your audience to view your page, etc. right there on your page. So handy! No 3rd party nonsense. -You don’t have to guess as much, or just go off of, “oooh, I got 10 likes on this Insta post in the first few minutes it was up!” You can really see how much each post was seen, and how much it may have spread across the FB world. -It also shows you what pages you might want to watch—pages that are similar to yours, have similar demographics. I always keep pages like these open so I can see where and how they succeed with our audience.
- -Don’t fight it, it’s a great tool. -You don’t have to pay for every post, but it can be helpful to pay for something that you REALLY, REALLY feel like needs to get out there. By boosting (paying), you not only increase the posts’ sheer reach, but you can further choose your audience, so this reach is automatically more effective. -This boost will help future, non-boosted posts: you’ll probably have a few more page likes, more eyes will have been on your page—the FB algorithm will continue to favor your posts for a while just because of this boost in activity. So you really get even MORE than what you pay for. -This one: we knew it was strong content, so we really wanted to make sure it was seen. TIP: Don’t just use “meh” content for paid posts—they still need to have all those elements of a successful post.
- -You may have TONS of information to share all on one day, but don’t post too frequently: this clogs up your audience’s feed in a unique way that might not be as annoying on Insta or Twitter, and can be perceived as spamming; this can get you un-liked. Make use of FB’s built-in scheduler function! Remember: most college-aged users are spending time with this medium late at night, so consider scheduling some posts for those hours. -Might sound like a no-brainer, but FB can showcase the text part of your post more than the other two media we’ve talked about. Spellcheck, double-check, grammar check!
- Time to field questions from the audience.