How to Optimize Your Social Media Profiles: Part 2
Each social media platform has its own unique culture
In Part 1 of this blog post series, we explained how to optimize all your socialmedia profiles, by using key consistent elements across multiple platforms.
In Part 2 of this series, we’ve taken a deep-dive into some of the mostpopular social platforms today - Twitter, Instagram, Facebookand YouTube - and how you can use the differences of each platform to bestshowcase your brand.
Twitter and Instagram profiles provide just enough virtual real estate toshare a concise brand introduction.
- Profile Images
On Twitter, you have two main images - your profile image and yourbackground image. You can further refine the look by choosing a "theme" andeven choosing a custom color to match your logo or branding.
- Content Images
Be aware that Twitter shows the six most recent native images you tweet ina sidebar of your profile. These images appear in a square ratio similar toInstagram. Consider tweeting images that represent your brand well and addvisual interest.
Some people overlook listing their location. If you seek local clients orcustomers, this feature makes it easier for them to discover you onTwitter.
Google or Bing may index your Tweets and Twitter profile. Most brands enjoy thisfeature, as it enhances their online presence. To make best use of this, be sure to mention some of your keywords usingnatural language within your profile and tweets. You also have the optionto turn this feature off, by setting your profile and tweets to private orprotected.
Unlike other social media platforms, Instagram is truly native to mobile users. Your Instagram profile doesn't offer as many customization options asTwitter, but there’s still creative ways you can use the platform to sellyour brand.
Be sure to use your biography to highlight the subjects you cover and tosell your brand. If you haven't, look at popular influencer accounts to getideas, as many know how to build and engage their audience. You can also consider using emojis, to add an on-point visual elementthat suits Instagram.
- Website Link
You get one link in your profile so make good use of it. Some brands createa custom Instagram landing page to make it easier to track traffic fromInstagram, and create the best mobile experience.
- Account Type
If you are using a personal account to promote your business, considerupgrading to a business account. The main benefit is that users can moreeasily contact or even call you. A business account also receives analytics about profile visits and post interaction, and allows you to run advertisements.
- Linked Accounts
Since Facebook owns Instagram, you may link your Instagram business accountto your brand's Facebook page for even more powerful integrations and Facebook advertising options.
- Starter Images
If your account is new, consider feeding it with 5-6 starter images. Thissaves your feed from looking sparse when a potential follower visits yourprofile. Also focus on quality over quantity - Instagram users love creative content, so use your caption wisely to engage users.
Your Facebook page allows you to share essential information like hours ofoperation, location, and your brand's story. We could easily write a bookabout optimizing your Facebook page, however here is an overview ofFacebook’s unique features:
- Images & Video
Like Twitter, you have options to place a background hero image orbackground video. A background video offers a chance for your page to standout.
- Business Info
Facebook offers the opportunity to list your hours of operation, website,directions, contact details, and links to your other social media profiles.Some small businesses even opt to use their Facebook page as their businesswebsite, since it offers so many options.
- “Our Story”
Another area to pay special attention to is your "Our Story" section. Somesmaller brands overlook this section, but it offers the opportunity to letpotential followers know why they should follow your page. Within thissection, you may include more hero images and conversational text.
If you just set up your Facebook profile, consider adding a fewhigh-quality backdated posts. This keeps your profile from looking sparseif a potential customer visits. It also gives users an idea of what toexpect to see if they follow your page.
- Customer Reviews
Facebook collects customer reviews. To make use of this feature, you maywant to ask your satisfied customers to post a review. Your reviews enhanceyour brand's visibility on Facebook and also adds powerful social proof toyour profile.
Google and Bing index Facebook business pages, so be sure to optimize yoursfor search using your most important keywords. Be sure to fill out yourprofile completely, to maximize this feature.
Video is the content of the future, which makes YouTube a necessaryplatform. According to Cisco, they predict 80% of all global internettraffic will come from video by 2019. YouTube is also an SEO goldmine, asit’s one of the most popular and searched sites on the internet.
Some refer to YouTube as the number two search engine following Google,which isn't surprising since Google owns YouTube. Any video content youpost on YouTube may also rank in search results, so be sure to link yourwebsite and other social platforms to your YouTube channel. You can alsoembed YouTube videos on your other site pages to improve page authority& rank.
- Channel Art
When optimizing your YouTube channel, your channel banner art is the mostvisible aspect. It is equivalent to the hero images used in your Facebookand Twitter profiles, but the aspect ratio is a little different. It’simportant to design your channel art correctly, so your banner looks greaton all devices.
- Channel Trailer
Next, consider your channel trailer. The purpose of this video is to offeran introduction to your channel and your brand, and gain subscribers. Somebrands may use the same video for their Facebook cover video as bothchannels prefer short video clips. It’s recommended to keep your videobetween 30 seconds to 1 minute.
Your profile "about page" should contain your most important keywords. Thisis especially important on YouTube due to the network's powerful searchintegrations.
- Custom URL
One special optimization is to request a custom YouTube channel URL.According to Google, you can request a custom URL once you’ve met specificcriteria:
- Your channel must be at least 30 days old
- You need at least 100 subscribers
- You need a channel icon (profile picture)
- You need channel art
Depending on availability, your channel URL may be based on your displayname, website domain name, your YouTube username, or other brand names.
Setting up an effective profile for each of your social platforms may feeldaunting. We hope these tips provide a starting point to make use of allthat each profile offers, making it easier for your customers to find andconnect with you on their favorite platforms.