Keep tabs on your social media strategy in less than 30 minutes a day!
It might seem like you can’t get enough done in 30 minutes for your business’s social media campaign, but with the right planning that’s all it takes. Before you start planning your daily schedule, you need to decide which social networks your business will use. Here’s we’ll go over five of the most popular: Facebook, Twitter, Google+, LinkedIn, and Instagram, but the same process will work for any network.
The plan will be divided into five blocks to help organize the process. Don’t worry if it takes longer the first few times you try. With practice, you’ll soon be zipping through your daily social media chores in under 30 minutes and moving on to other tasks!
Engage Your Customers: 10 minutes
Keeping in contact with current and potential clients is one of the biggest benefits of using social media for your business. When you make an effort to reach out to customers, they will respond positively and be more likely to come back later and bring in new business.
Facebook: Check any Notifications, Like posts shared by your customers about your business, and reply to any new posts and messages.
Twitter: Check your Mentions for new interactions and followers, respond to any important inquiries, and take the time to thank your new followers.
LinkedIn: Check your new Connections, respond to comments, and thank your readers.
Google+: Check new Circle additions, see what has been shared, and thank new followers and those who have shared.
Instagram: Check the News tab for comments or tagged pictures that pertain to your business. Thank the users who tagged you, and keep an eye out for good pictures to repost on your business’s own Instagram account.
Monitor: 5 minutes
After you have responded to your viewers, you should browse current events throughout social media. Look at the trending topics and see if anything is relevant for your field.
Facebook: Browse your Feed and search for news in your field.
Twitter: Check search streams, @mentions of your company, and relevant hashtags.
LinkedIn: Check LinkedIn pulse and any materials published by people you follow.
Google+: Check your Circles and notifications.
Instagram: Check the News tab and look for pictures linked to relevant hashtags.
Post: 5 minutes
Post content whenever you need to. You can use a scheduler tool or do it manually. Facebook lets you schedule right there in the platform! Make sure you post content that is interesting and relevant to your field. This can include original content from your company or articles from external sources.
Facebook: Post a relevant article from your content team or another trusted source.
Twitter: Retweet a customer Tweet that will bring in new business. Especially look for images, videos, and happy customer testimonials.
LinkedIn: Publish or share a post.
Google+: Post original content or share an article from an external source.
Instagram: Post at least one picture a day.
Analyze: 5 minutes
In order to improve your plan, you need to see what kind of content works best for your business on the various social media networks. You can use analytics tools such as Hootsuite or Google Analytics to keep track of how your networks are performing. You can also simply use the tools each social network site gives you to keep track of data.
Facebook: Facebook Insights shows viewer demographics by age, region, and gender. You can also look at number of Likes, monthly active users, and daily Likes.
Twitter: Twitter Analytics gives information about Tweet activity such as Mentions, Retweets, link clicks, and number of impressions.
LinkedIn: LinkedIn has analytic information on the right side of the page, including your profile ranking. Company Pages allow you to look at impressions, clicks, interactions, engagement, and followers acquired.
Google+: Google Analytics can help reveal demographics for several of your social networks.
Instagram: Iconosquare can show you your most liked photos, daily and monthly follower demographics, and engagement statistics.
Schedule: 5 minutes
It’s important that your customers see your social media posts as coming from a real person, not an automaton. This helps open up a dialogue between you and your customers. Pick optimal posting times based on your customers’ habits, find information that is relevant to your field and current events, and schedule content for the next day.
Facebook: Limit posts to one or two a day, and make sure each one contains high quality content. Posts can be more light-hearted and story-driven.
Twitter: Space out Tweets to avoid spamming your customers. Use different formats to see what works best for your business,including photos, videos, link placement, etc. If sharing from an external source, include the appropriate hashtags and @mentions.
LinkedIn: Share more professional, serious content.
Google+: Share news from your business or relevant external content.
Instagram: Plan your photo content to complement your other social media posts. You can give your customers a behind-the-scenes look at your business or promote upcoming events.
Although this is a guide to getting your social media housekeeping done quickly, it can be advantageous to check back throughout the day, especially if you have lots of customers reaching out constantly. These sites allow you to set up and control alerts to notify you when something new happens. Timely responses to your customers can make a big difference for your reputation. A small business’s social media strategy doesn’t have to take your whole day! We know your time is very valuable, if you need a custom social media strategy contact us HERE!
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Permalinks are the URLs of the content you publish using your content management system (CMS) such as NetBrite or WordPress. They are what people type into their browser bar to view your pages and what search engines and other websites use to link to your site.
Any time you change the structure of your permalinks, you change the URL of your page. Although you can do so at any time, it is best to configure the permalinks you want initially so that you don’t lose traffic to your site as people click on outdated links. If you must change your permalinks, you can use a 301 redirect to help maintain a link to the site through the old address.
Here I will go over the default structure of permalinks, show what other structures are available, and explain how using clean permalinks can benefit your website.
Your CMS will give you one or more options for default permalink structures. Usually the default will look something like this:
The number at the end refers to the location of the content in your database and is known as a query string. As you can see, this format is not user-friendly, and it would be better to have a permalink such as:
Although search engines can index permalinks containing query strings, they show preference to user-friendly URLs, especially ones that contain keywords. Google stated this directly in their Search Engine Optimization Starter Guide, “Creating descriptive categories and filenames for the documents on your website can not only help you keep your site better organized, but it could also lead to better crawling of your documents by search engines… If your URL contains relevant words, this provides users and search engines with more information about the page than an ID or oddly named parameter would.”
In short, structured URLs containing keywords will make it easier for both search engines and viewers to locate and refer back to your pages. It’s easy for a person to accidentally cut off or mistype a long string of numbers and letters.
Optimized Permalink Structure for Search Engines
Permalink structures that are search engine- and user-friendly are called “Pretty Permalinks” or “Clean URLs”. In order to use these structures, your CMS needs to access your website’s .htaccess file. This should be done automatically, but if not, you will need to add the code manually. If you do not know how to do this, you should be able to find help through your CMS help function or your web hosting company.
A post slug is the last part of your permalink. In the examples above, the slugs were “?page_id=12345” and “new-blog-post”. Although your post slug can include organizational structures using the page’s author name, category it was assigned to, or date it was published, in order to be considered a Pretty Permalink it must include either the post name (%postname%) or post id (%post_id%). Post name has the added benefit of including keywords. You can also string together more than one structure separated by “/”. For example: “%postname%/%monthnum%”.
Best Permalink Structures
There are many options available to you when creating your permalink, but you’ll find that most websites use the following structures:
- Post name. (/%postname%/)
Post name is one of the most popular ways to set up a permalink because it creates short, memorable URLs. However, it is not as useful for sites that publish several times a day, since it would become difficult to come up with new titles every time.
- Category and name. (/%category%/%postname%/)
Using both a category and name creates a hierarchical structure for your site’s content that can help viewers navigate your pages easily. It also helps you add more keywords to your permalink, which can help with SEO.
- Day and name. (/%year%/%monthnum%/%day%/%postname%) Example: yoursite.com/2015/01/01/newest-blog/
News sites and others with high posting frequency each day often use the day the article was published and its name in their permalinks.
- Month and name. (/%year%/%monthnum%/%postname%/)
For sites that don’t post quite as often as popular news sites, this option is shorter and just as useful for organizing permalinks.
Some authors want to hide the date that their article was published because the information will be useful for years to come, but this can be frustrating for future viewers who want to know if the information remains valid. Keep this in mind when structuring your site.
Most people (especially bloggers) will say that post name is the best structure to choose for your permalink. From an SEO standpoint, “post name” is not necessarily superior to “category and name”, “day and name”, or any other structure that includes keywords. However, post name does add an element of ease for viewers who want to recommend a page to someone else or try to find an article they saw in the past.
Which Permalink Structure Should I Use?
This depends on the type of website. If you are posting several times a day, some variant of “day and name” would be best. Most everything else should just use “post name”, since it is the simplest and easiest to use. You should stay away from “category and name” if you think there’s any chance that you will change your category names in the future, since doing so will sever the connections between your links.
I hope this was helpful in clearing up what kinds of permalinks are most useful when creating your website pages. Remember that it’s important to get the structure right to begin with so you don’t have issues in the future. Nobody likes a broken link!