Social Media Best Practices

Foundations of Best Practices

  • We approach problems through the lens of first principles

    • A basic assumption that cannot be deduced any further

    • What do we absolutely know is true?

  • We rely on evidence, not assumption

  • We are in a constant state of analysis, testing and evaluation

  • We evaluate our work using lift principles

 

Role of Social Media

Goal of Social Media

Social media brings our brand voice, advantages and distinctiveness online. Whereas customers who visit our store can appreciate our brand impact, online customers may not experience these differentiating features. 

Defining Success

Success in social media is measured in the reach of our content, the new audience we reach, and the engagement that content has. We wish to grow our business through the meaningful extension of our brand online.

The Goal of Social Media Platforms

Social media is designed to offer users content that they are most likely to be interested in to keep them in and returning to the platform. They have an invested interest in prioritising engaging content.

 

General Best Practices

  • Content we post is meaningful (quality over quantity)

    • Has an objective, in pursuit of a goal and is speaking to our audience

  • We post to maximize reach

    • Use hashtags to maximize discovery and reach of content

    • Post at optimum times

  • We post to maximize engagement

    • Content is mobile-first optimized

    • Is properly sized for the platform design and intent

    • Video has shown to drive higher engagement than static content

    • Use call to actions in content

    • Always write a relevant description that encourages engagement

    • Diversify content to retain followers

      • Use rule of thirds. (selling, community, stories)

      • Post 80% content vs 20% product

      • Avoid posting repetitive themes on the same channel

  • Post for success with algorithms

  • Engagement increases reach

  • Engagement increases likelihood of future content success

  • Save and shares or more valuable than comments and likes.

  • Consistency is key - Update frequently without sacrificing engagement

  • Timeliness of posting matters for feed optimization

  • Ensure no single person has exclusive access to social channels

  • Content is posted in our tone, voice and conversation standards

    • Always post/respond as the brand, never as an employee

    • Respond to every customer question or significant comment

    • Customers expect a response within (x) minutes <- TBD

    • Adhere to Terms of Service for social media posting