By this point, social media should be an important part of your overall marketing strategy, but you may not be using your various accounts to their fullest capabilities. Here are a few general rules you should keep in mind next time (and every time) you post something new:
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Consistency trumps all
Consistent updates build trust and respect, as well as keep your brand top-of-mind. Creating a similar voice, messaging, and imagery across your social channels also provides clarity and harmony. However, this does not translate to cross-posting identical content across all social profiles.
Timing is everything
Evaluate platform analytics regularly to determine the best time to post based on impressions and engagement rates. While Tuesday morning at 9 a.m. may have been the optimal time to post last month or year, there is no guarantee that is still the case today.
Use high-quality images (and video)
Use high-quality JPEGs whenever possible. The additional clarity reflects well on your brand. Conversely, do not use transparent background PNG images. This is particularly true for profile pictures/avatars. Also, make sure you have an avatar-friendly version of your company logo for your social profiles. Most new logos are designed to fit nicely in a square or circle profile frame.
When possible, take video instead of photos, as video is the most engaging and memorable media form factor (five times more engaging than text). Images can be compelling on Instagram thanks to filters, but 15 seconds of video can tell a story photos cannot. Even six-second Vine videos on Twitter offer compelling engagement opportunities. With faster mobile bandwidth and high-resolution HD cameras standard on smartphones, there is no reason not to take advantage of video capabilities.
Always triple-check links and spelling. While Facebook and Instagram offer edit options on your posts and Twitter allows you to delete tweets, you never know who may have seen the error in the brief seconds or minutes it was live. Your edit history is visible to users, so best to minimize unprofessional-looking posts.
Do not hold your phone vertically for videos. Maximize the screen real estate with horizontal "landscape" style videos. The same is true for most pictures, with the exception of maximizing real estate on Instagram, where default photos are square. When posting photos to Instagram, the best photos are zoomed versions of vertical photos, otherwise the subject matter is often too small or cropped out.— Kent Lewis, iMedia Connection
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