Big 6-Social Media optimization

1
Big 6
(Facebook, Twitter, Instagram, Pinterest,
LinkedIn, Snapchat)
2

• Everyone likes to talk about the Big 6 as if
  you could go into a job interview and say,
  Im proficient in the Big 6 and walk
  away with the job. But what does being
  proficient mean? What exactly do you have
  to understand about the Big 6? And is the
  Big 6 a static entity?
• Well get to the other questions in a minute, but
  as for that last one, the answer is a big NO.
  To think that the Big 6 will stay the
  same
• 6 networks is to misunderstand the fluidity
  and agility of social media entirely.
  Google is most frequently named as
  the sixth network in the Big 6, but here Im
  going to replace it with Snapchat,
• as moves from Google suggest that even
  they know the network is sliding to the
  back burner (if not completely off the
  oven entirely.) Watching the way brands use
  Snapchat has been one of the most exciting
  developments in the industry this year, and
  I think that soon having a Snap chat
  strategy might be as important as an having
  Instagram strategy, which, until the last
  year or so, would have been laughed out of
  your C-Suite conference room.
• Things change in social, and they
  change fast. Im also eagerly watching
  Periscope and Blab to see how they change
  the social marketing game. But for now, heres
  an updated guide to marketing with the Big 6,
  including an update to which networks the
  Big 6 refers to!!
• Facebook
• Twitter
• Instagram
• Pinterest
• LinkedIn
• Snapchat

3
Facebook
The birthplace of social marketing
remains a player in the game, despite
constant moaning about its pitfalls (I confess to
doing some of that complaining myself.) The
new bottom line with Facebook is that
boosted posts and advertising are where
its at. Organic reach is barely a thing
anymore, though even if you dont do any
Facebook advertising, youll still want a
business page in case people go looking for you
there and for SEO reasons. Advertising
Boosted posts do really well if you simply
want your posts to appear more frequently
in the news feed of your existing fans or
their friends. Facebook advertising options
are also good if youd like to create
your own graphic and spend a little money
getting sponsored posts in the feeds of
the demographic you choose. The great thing
about all of this is that Facebook
advertising can be as cheap as you want
it to be, and the in-platform support for
making better ads spending more money is
truly helpful for the
newbie. In-platform ad tracking and
analytics
is also pretty top notch.
Do use photos. Good photos. Dont ignore
negative comments. Respond to constructive
criticism and make sure you do social care
right on Facebook.
4
Twitter
Sometimes the best marketing on Twitter can
just be a really good, consistent account.
Thats the great thing about Twitter organic
reach is still a thing. The other great thing
about Twitter is that there are distinct
communities based on your interest that,
once you find your way in, are
excellent networking resources. And, now
that Google has decided to favor tweets in
their search results, an active account is
extra good for your SEO strategy.
Advertising Promoted tweets works similarly
to boosted posts in Facebook, where you
can spend what you want, choose who you
want to reach, and use in-platform
analytics to measure your progress. Promoted
accounts might be more useful for those
starting out, as your account will appear
on the left side of the homepage as a
suggested account to follow. If youre
trying to get traction on a hashtag, take
a look at the promoted trends option. It
can be pricey, but your hashtag will
appear on the trends list of the homepage, which
can do a lot for whatever youre trying to
feature. Do try Twitter for good-natured
news-jacking. Think about those silly holidays,
like yesterdays NationalDogDay, and think
about how you can incorporate it into your
product or service in a cheeky way. Dont get
too automated. People can sense canned
language on Twitter, and a pre-scheduled
tweet can look bad during a time of, say, and
national crisis.
5
Instagram
Instagram is no longer a must just for
fashion or food brands. Its become a
serious tool for brands of any kind,
especially in the age of visual
video marketing. However, there arent many
options for non-major brands to pay to
advertise on the platform...yet. Instagram
is working on bringing availability to
brands of all sizes, but just how that
will happen isnt clear. Whats clear
now is that a curate crafted Instagram account
can do wonders for your brand. Marketing In
lieu of paid advertising, there are lots
of best practices for a branded Instagram
account. Among them use hashtags think
about a visual theme partner with
Instagram influencers offer discounts
exclusively on Instagram use a call-to-action.
Do use third-party photo editing
apps. Itll make your photos look
professional-grade if they arent
already, and theyll pop in your
followers feeds. Dont post too many
pictures in one day. One a day is a good
benchmark. More might annoy your followers.
6
Pinterest
Some users might think you can just ignore
Pinterest if youre not a crafty brand,
but thats seriously not the case.
Pinterest use is on the rise, winning the
slow and steady race, and, unlike Google,
it shows no sign of slowing down and
hasnt encountered major user backlash. And
with the advent of promoted pins, Pinterest
has proved itself to be a major player in the
game. Advertising Again, Pinterest
advertising works similarly to Facebook in
that you chose your demographic and pay on
a cost-per-click scale. This makes it
super-accessible for newbies just staring out or
brands with not a lot of money to spare. And
again, the in-platform analytics is pretty
great, showing you how your pins are
performing and what your selected audience
is liking outside of your brand. Other
than that, you should be pinning
anything from your company blog or photos of
your brands products regularly, and make sure
you use your keywords wisely. This is all
going to help your SEO recipe.
Do think about your photos as inspiration.
What do you think your followers will be
inspired by? Pinterest is a place for aspiration
visual content make sure your account reflects
that need. Dont make a million
boards then not update them
all. Its looks unprofessional and isnt
reasonable for anyone to follow.
7
LinkedIn
LinkedIn might be seen by some as the
boring uncle of the social network dinner
party, but those who actually use LinkedIn
know its super-useful. For personal
networking purposes, there is no better
place to supplement your website than with
a public CV showing your connections and
desires. For brand purposes, the company
page only serves to legitimize. Clearly
state your brand mission and provide followers
with major news about company updates, and
youll have your most professional social base
covered. Advertising Paid advertising on
LinkedIn isnt as seamless and helpful as
on, say, Facebook or Twitter, but its
still an opportunity worth exploring. If,
for example, your company is hosting an
event and needs to sell tickets, a
sponsored update from the company page would do
really well to get it in front of professional
development-minded eyes. Here's a recent
post on LinkedIn's
new guide to maximizing sponsored updates. The
option are a little more
text ads wordy and look like
Facebook sponsored posts. They also tend to
be more pricey than Facebook ads, but the
targeting options are a little better, and
you can start with a micro-campaign to see
if its worth it.Do think about headlines
differently. LinkedIn isnt as clickbait-y as the
rest of the social media world, so think about
headlines that are really promising
value to your professional
audience. Dont forget that LinkedIn is a place
for interaction. If you simply push content and
forget to engage, youre doing LinkedIn wrong.
8
Snapchat
Heres where things get revolutionary.
Im doing away with Google and
replacing it with Snapchat. Why?
Because Google hasnt been useful
for marketers recently, and even Google has
started to quietly recede the network . And why
Snapchat? Because millennials. And because
the format allows for a unique brand
expression, and I like a good mix of
media in my social network stew. If social
marketing is about storytelling, then the
Snapchat story feature has hacked it. The
Snapchat story allows brands to put
together clips or pictures that can give a
behind-the-scenes perspective or feature a
product or service in a way that is fresh
and dynamic. Once you get the hang of
using Snapchat (a helpful guide here and
here) think about what story youd like to
tell. This is
the most human your brand will be holding a
phone making a mini-movie just
and like
your authenticity on
users. The opportunity for
Snapchat is huge, and I believe this is the year
brands are finally realizing that.
Do be your most creative self. Think the
opposite of LinkedIn. Look at your offices
or employees or products and try to
imagine new ways these could fit into a
Snapchat story.
9
Anyway, I could go on, but theres a nice ring
to Big 6 that doesnt sound the same when you
say Big 7. We didnt even touch on YouTube.
And should you be live-streaming? The point
is, things change, and thats whats great
and annoying about social media. Once you
have it figured out, theres something else
to figure out. What do you think I left out of
this article? Whats going to be outdated really
soon? Let me know in the comments
Thank You
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