The 411 Social Media Marketing


Facebook’s benefits for business are twofold: on a basic level, it can help you create a recognisable profile for your business. Profile images, headers and ‘about’ sections are a great way to create a ‘first base’ for your business. Casual Facebook users will often use Facebook to search for businesses as the first port of call. Informational, graphics and content driven facebook pages are perfect for allowing audiences to get to know your brand personally and find out more about them.

Second: Facebook is a great way to record the effects of your content on business. ‘Boosted posts’ help businesses reach larger and more targeted audiences. It comes at a cost, but Facebook’s analytics help you track and highlight the effectiveness of your social media engagement. We always say ‘content content content’ when it comes to social media marketing, but don’t overwhelm your fellow Facebook users, spend more time tailoring good quality content! Once you’ve got to grips with generating content and using Facebook’s analytic tools, you can start to tailor your posts, strategically planning the most effective times of day to target your audience.


Twitter is a limited character communication tool. In comparison to Facebook, Twitter is perhaps more simple to use although requires careful mastery to utilise it for your business. Unlike Facebook, there is less space to create content, although this can be used in your favour. Twitter is quite literally for ‘twittering’- short tweets that are funny, interesting or engaging help to generate followers and thus more engagement with other social platforms. While Twitter could be seen as ‘microblogging’ use shortened hyperlinks to link to longer content. Use short snappy tweets to hook your followers and generate more clicks to your website!  Hashtags are a great way to get your tweets seen by like minded people- for example, if you are a cyber security firm, hashtag it! That way, others who are interested or work in your field and use the same hashtags will see your content. Similarly, start following! Creating a community of followers helps to generate conversation between profiles, and this creates a stronger brand.



‘But can you Instagram it?’ These days, aesthetics are everything and Instagram is the perfect tool to get visual with your brand. Master high quality photos with careful editing, don’t overuse filters that make your image unrealistic. Develop ‘a look’ that you want to convey, thematic Instagram pages are more effective, try using a similar editing style for all of your images so your feed is stylistically coherent. Be creative, be beautiful. People don’t always want to see one thing, mix it up and post images everyone wants to look at then use captions to relate it back to your brand. Instagram is the perfect tool to personalise your brand and make it more human, use hashtags in the same way as twitter to increase your reach. Now, you can ‘follow a hashtag’ this means that people who follow a hashtag that you use, will see your content even if they’re on the other side of the world and don’t follow your personal profile. This is a great way to gain followers, drive customers to your page, and follow links to your site!


Tone is something that is a key tool to master when it comes to content and social media. Instagram is, by character, more fun and engaging. Linkedin however, is a professional online space, so make sure your content is tailored so that it is appropriate for your readers. Instagram can be seen then, as you ‘t shirt and jeans day’ whereas LinkedIn is your Monday morning business suit. Know your style, know your tone. Instagram is your chance to be engaging and relatable, generate followers and create fun and beautiful content. Linkedin, is your chance to convey your proficiency in your field. To the point. Relevant.

Above all, despite differences with each channel, people like people. Your audience wants to engage and read with things that are interesting, relatable and look engaging. If your profile is dark in colour, and your content is not exciting or interesting, your business will feel the affects. Know your tone, create great content. GO!