• Rui Veras

Social media DO’s

Currently more than half of the world’s population uses the social media. 58% according to a report from Datareportal in partnership with We Are Social and Hootsuite. That is 4.62 billion people, who spend an average of 2 hours and 27 minutes per day browsing.


This is reason enough for organisations and companies to understand social media and more so, how the almighty algorithms work. As communicators we need to optimize our time and include some important tactics in our strategies. Below is a collection of best practices freshly picked from the internet garden, regarding social media platforms’ LinkedIn and Twitter and how to increase post exposure and reach out. The focus on only these two platforms is because they are primarily used as B2B social media platforms. I believe Instagram has strong potential to be included in B2B communication strategies, but I will not analyse that this time.


Generally speaking, be thoughtful about representation on social media, particularly if you are communicating on behalf of your company. Advise your colleagues of staff to create social media accounts using their own personal email. And advise them also to express their own opinions and make sure it’s clear they are speaking on their own behalf.


Two golden rules are that images and video are still kings of engagement, and do not engage with negative coverage or comments.


LinkedIN - Get the conversation going!


Post comments, they increase the visibility of conversations and the algorithm ranking. A comment generated within 24 hours of publication brings 4 times more reach than a like, and 7 times more if it is posted within the first 2 hours. But it must be longer than 5 words.


Remember to include a question or a call to action in each post to generate engagement. For maximum reach, publish on Tuesday and Thursday morning.


And how to best use hashtags? Go big & broad with 2 hashtags and use 1 niche hashtag. Using 3 hashtags is ideal. And do not to exceed 10 (considered spam). With less than 3 the reach of your post looses 40%, and with more than 5 it looses 20%.


Using the same hashtag across posts increases the reach of posts containing it by 10%. And it seems that placing hashtags at the end of content is better.


Sharing others’ posts does not boost the visibility of your post (90% less than a classic post). However, if you apply the following rules, you increase the reach of your shared post:

  • Add 150 words in the description.

  • Place 3 hashtags not mentioned in the original post.

  • Tag the original author.

  • Make sure the original author comments.

  • Respond to comments within the first hour.

On PC: LinkedIN shows more polls, videos, and posts with documents.

On mobile: the platform favors advertisements, the content of company pages, shared posts, and job advertisements. Likes have more impact, and comments and shares have less.


Twitter - bullet points

  • Write a strong profile bio including a hashtag

  • Tweets with images get up to 3x more engagement, while with videos up to 10x.

  • Not possible to edit posts - spell-check!

  • Twitter polls, - good post format for the platform.

  • Show personality. Communicate using brand values. Here is a link for a quiz to understand your brand voice.

  • Be human. Opt for plain, accessible language over jargon, abbreviations, and acronyms.

  • Be original. Each of your tweets should be unique, otherwise you’ll seem spammy.

  • Be sincere. The goal of Twitter is not to attract followers by any means necessary; it’s to help you connect with your target audience and build trust with them.


There, I hope these tips are useful when developing your social media engagement strategy. I suggest developing a social media guide and distributing to your organisation ambassadors, i.e. your colleague and staff.






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