How to pick branded colors for your social media images

What is color branding on social media?By Paula Wethington / @WethingtonPaula

If you hire a consultant to help with personal or business branding, or purchase a premade branding package, the services will likely include a style sheet or branding board that showcases a selection of colors.

That being said: maybe you are in a do-it-yourself situation for your “look,” and the design concept has become overwhelming.

Don’t skip the color palette decisions.

You’ll love the results when you can pick up a carefully selected crayon box, so to speak, and start using it on a project.

Here’s how I ended up with my choices of dusty rose, off black and complementary colors. As you’ll see, it’s not the first range of colors I had in mind.

1. Set up an idea board on Pinterest

When I decided to give color branding a try, I created a board on my Pinterest account called “color theory,” where I pinned a huge collection of articles and infographics about the use of color in design.

Along the way, I pinned color palettes that struck me as interesting.

If you hire a designer, he or she may suggest as part of the process that you build an idea board on Pinterest so they can understand the direction that represents “you.”

Did anything strike me as “that’s it!” right away? No.

As a result, I went in another direction for research:

2. Use Canva’s color palette generator

You may have heard of Canva, or already use it to create social media graphics. But this particular tool is a terrific feature on its own merits:

Go to Canva color palette generator and upload your logo or a photo that represents the look you want. See how the color range settles out. Do you like it?

I had a lot of fun playing around with this site.

When you seem to be going in the right direction, get a screenshot and / or write down the hexcode numbers on the color bubbles. You’ll use those hexcodes as a reference point at the next step.

3. Make some sample images

Now adapt an idea from the designers and create a simple infographic in your favorite graphic design program to be your “branding board.” This image displays the colors and fonts for your branding look, accompanied by any patterns or inspiration images.

Although you can save preferred colors in some programs once you get going, how do you find and replicate that exact shade to begin with?

The color hexcode from your designer or the generator tool is the key.

5. How do your colors work in real life?

Because I felt overwhelmed with choices I saved on Pinterest, I started my personal brand color efforts spinning off my recent business photos!

I thought my teal blue blazer could be a great signature color and the Canva palette generator came back with this range:

Canva color palette generator example

But after using it for about 20 to 30 images, I decided I really didn’t like this combination at all. It wasn’t “me,” despite the fact I look terrific in that blue blazer.

6. Keep experimenting.

I finally decided I wanted a dark red, dusty pink, and dusty purple as my core colors; with off white and off black as the neutrals. They are feminine and creative, but not too trendy. My teal blue business jacket looks fine with that color range; as do other fashions I tend to wear.

After I made a couple dozen graphics with this palette for my social media accounts, I realized this was right combination. But I needed a few more colors. I don’t like a  “monochromatic” look.

I took another look at my Pinterest board, to see what choices I had saved as “likes” that might blend in. With that review, and some cross referencing on the palette generator, I picked shades of navy blue, purple and tan to include in my collection.

The result: version 2 of my branding board.

paula branding board v 2

You can see the results by looking over my Instagram and Pinterest accounts, as using branded colors on social media images is a huge trend on both networks.

 

 

 

100 awesome hashtags for writers, journalists, photographers

100 awesome hashtags for writers, journalists, photographersBy Paula Wethington / @WethingtonPaula

Let’s say you’re spending way too much time on Pinterest (waving hand…) and randomly come across a treasure trove of social media inspiration: pins pointing to collections of recommended hashtags for use on Instagram, Twitter, etc.

Let’s assume further that some of those lists were curated specifically for niche topics and interests such as entrepreneurs or photographers.

Wow! That’s gold for the right audience.

With that inspiration, here’s a list of 100 hashtags that I’ve collected by poking around on Instagram and on Twitter on the theme of Awesome Hashtags for Writers, Journalists, Photographers. I included hashtags for my broadcast friends in this collection even though my career is on the print and digital side.

Many of these hashtags are now saved in a notes file on my iPhone for quick reference. After all, I work in a newsroom. #newsroomlife

  1. #abovethefold (did you know this old school phrase is now website design jargon?)
  2. #behindthescenes
  3. #caffeinateandconquer
  4. #camerabag
  5. #cameracrew
  6. #cameragear
  7. #cameralove
  8. #cameraman
  9. #cameraporn
  10. #ClarkKent
  11. #coffeebreak
  12. #coffeegram
  13. #coffeeoftheday
  14. #columnist
  15. #comics
  16. #comicstrip
  17. #copyeditorproblems
  18. #digitaljournalism
  19. #digitalmagazine
  20. #digitalmedia
  21. #editors
  22. #electionnight
  23. #electionnightpizza
  24. #fakenews (this one is way too timely to ignore)
  25. #firstamendment
  26. #fourthestate
  27. #fourfreedoms – or if you prefer, #fivefreedoms (First Amendment phrasing)
  28. #freelancerlife
  29. #frontpage
  30. #headlines
  31. #journalism
  32. #journalismlife
  33. #journalist
  34. #journalista
  35. #journalistlife
  36. #journoproblems
  37. #newsanchor
  38. #news
  39. #newsflash
  40. #newspage
  41. #newspaper
  42. #newspaperart
  43. #newspaperbag
  44. #newspaperbox
  45. #newspaperarticle
  46. #newspaperclipping
  47. #newspaperdesign
  48. #newspaperfeature
  49. #newspaperhat
  50. #newspapering
  51. #newspaperpic
  52. #newsprint
  53. #newsreporter
  54. #newsroom
  55. #newsroomcoffee
  56. #newsroomfun
  57. #newsroomlife
  58. #newsroompizza
  59. #newsroompokemon
  60. #newsroomproblems
  61. #newsstand
  62. #onlinemagazine
  63. #onlineradio
  64. #onmydesk
  65. #ontheblog
  66. #pagedesign
  67. #partylikeajournalist (this one will get the attention of @journalistslike)
  68. #photobomb
  69. #photogram
  70. #photography
  71. #photographer
  72. #photojournalism
  73. #photojournalist
  74. #photooftheday
  75. #photostudio
  76. #picoftheday
  77. #presshat
  78. #pressrun
  79. #presspass
  80. #presspassmemories
  81. #producerproblems
  82. #radio
  83. #radioboss
  84. #radioonline
  85. #radioproblems
  86. #radioshow
  87. #radiostation
  88. #radioweb
  89. #reporterlife
  90. #reporterproblems
  91. #SundayFunnies
  92. #SundayPaper
  93. #TVproblems
  94. #video
  95. #videogram
  96. #videooftheday
  97. #visualcrush
  98. #writersblock
  99. #writerlife
  100. #writersofinstagram

You can find me on Instagram at @paulawethington where my hashtags have included #ClarkKent #partylikeajournalist and #newsroompokemon.

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6 steps to build your social media audience

By Paula Wethington

Six steps to build your social media audience

The first (and sometimes only) task  people think of when it comes to running social media accounts is posting content.

But that’s just one piece. The real work happens in making sure that content is seen by the people you want to reach! And for that, you need to build an audience.

The bottom line is: Social media requires a comprehensive strategy for best results.

Here are six steps I recommend for building an audience, listed in a sequence in which they will work most effectively.

And here is the discussion of those steps:

Define your audience

Who are you writing for?

In the marketing world, this question and the answer is called building a persona or avatar. You can research this in a number of ways that include collecting U.S. Census data on a particular city, hosting focus groups and pulling up audience demographics  via the Facebook ad manager dashboard.

Don’t ignore it, or you won’t have a direction to aim toward.

Here is a case study: When I was a personal finance blogger (I have a page on this site about the Monroe on a Budget project), I didn’t tackle every possible money topic.  Instead, I wrote for families who lived in southeast Michigan who were middle to low income; and as a result, living paycheck to paycheck more frequently than they would like. I thought their concerns and questions were overlooked by most national personal finance articles.

The recession hit shortly after I started that project. The demographic I had chosen as a niche audience was affected seriously. Any helpful content in an accessible format was of high interest. That specific combination of time / place / circumstances gave me plenty of angles to consider, research and discuss.

My question before writing anything for that project was always “Does this apply to my audience?”

As a result, it was a hugely successful site in terms of page views.

Create and curate content for that audience

You have messages you’d like to get out on specific dates or times. But you’ll need to find more content to choose from than just what you want to say.

Here’s a case study: One of the organizations I belong to is my high school music alumni foundation.

We host a hall of fame awards banquet on an every other year schedule. That event gives us the following discussion points: how to nominate someone, who will be honored, how to get dinner tickets, photos from the event, who made donations and where the money goes. The annual marching band alumni night that we help promote for the high school also provides these discussion points: announcing the date, photos and videos from rehearsal, photos and videos from the event.

We clearly needed something to talk about off season. We wanted our page to bubble up in the news feed from time to time, so that our school’s alumni will be more likely to see and remember announcements of our events.

The consensus was to look for content from other pages and sites to include on our Facebook page. Curation is the social media phrase that applies to this concept. To give a direction of where to look and what to post, our alumni board decided that the theme would be “music in our schools.”

An obvious choice was photos, videos and announcements about our school district’s music department. For example, a “share” that did very well was a video clip of the marching band at an away football game that a newspaper photographer posted on her journalist page. We’ve also decided to post concert announcements from nearby schools and the local college; and also share funny memes about music that we found on other Facebook fan pages.

Are our Facebook page fan counts going up? No, but the engagement and reach to actual people is noticeably higher with the use of curation. And that’s a huge boost to our visibility as compared to two years ago. It’s working.

Research the best timing for that network

I scoffed at digital content timing when I was a personal finance blogger. Reason: I didn’t want to fret about deadlines as I must do on print media assignments. Digital media to me meant 24/7, freeflow posting whenever content was ready.

But I have since learned some content CAN and should be scheduled. Facebook in particular is very sensitive to timing. I have noticed even a half an hour’s difference on timing can be noticed in the reach count on our newspaper’s account.

How do you determine the best timing when you are growing a page, or have inherited an existing page where you don’t yet have a feel for the audience? Here are some suggestions:

  • Review three or four charts that can be found via Internet search (I have some  pinned on Pinterest) that show best timing / worst timing on social networks.
  • Look over the Facebook page insights section of your pages to find the chart that shows what times your audience is online. Don’t schedule new content when you know the audience isn’t as likely to see it. It’s just not going to work.
  • Run your pages through the free Likealyzer tool to get more specific analytics on Facebook timing.

Another resource is using a social media management tool such as Hootsuite that can suggest posting times. Just be sure to review the results in case you want to override the automation – a particular topic might be seen as too late for the slot Hootsuite picked.

Now that you understand the news cycle so to speak on your social accounts, designate which time slots are your “prime time slots” for each day of the week on your active pages. Schedule content that is most likely to get likes, comments or shares for those times.

Bonus timing trick: Do you manage more than one social media account where the audience and content choices overlap? Time the posts with similar keywords fairly close together. To explain: I’ve noticed my reporter page on Facebook gets higher reach when I post a story on it about 15 minutes after that same story goes live on the newsroom’s main Facebook page.

Participate in the social community

Content curation is the perfect prelude to participating in the social community. Here’s why: it forces you to accept the fact that you are not the only voice that deserves to be heard.

The detail that makes social media unique among communication genres is that it is  a conversation (two way) rather than broadcasting (one way). Your friends, fans, competitors and yes, even trolls, will give feedback through likes, reactions, shares and comments.

How and when you reply to the community members indicates that the social media account is run by a real person or a team of real people. This interaction between the business, organization or brand and their fans is called “community engagement” or “community management.”

This does not mean every consumer or business complaint needs to be handled publicly on Facebook. Encourage people to use private channels to relay specific concerns or issues to you.

But as you watch the conversations and trends, community management can help you fine-tune the content and timing choices you made at an earlier step.

Apply free / organic growth strategies

One of the most common tactics when launching a new Facebook page is to send invites to your friends.

This is a start, but will get you only so far. I’ve seen numerous pages launched by friends, family and co-workers that have stalled out at 250 fans or less. Two pages that I can think of from that list never hit 25!

Why is that? One reason is you won’t have a large enough pool of people to work with among your friends. The Pew Research Center has reported that half of all Facebook members have less than 200 fans. Then consider the fact your Facebook friends may have very different interests. Some might live in in another state; even another country.

Twitter has a similar challenge in that the average number of followers per account, according to a blogger whose topics includes collecting Twitter statistics, is only 208.

How do you get complete strangers interested in what you have to say, enough to the point that they also will “like” or follow your social media account and push your fan counts past 200?

This is why social media strategy needs to be understood in a building block format. Go back to the first step in which you defined your audience. Provide content those people would be interested in. Post it at the times when they are most likely to see it. Let them see there’s a real person running the account.

Now we are going to grow a social media audience beyond your initial reach with the following tactics:

  • Be consistent in screen name and profile photo choices along with choosing similar cover art for each social network you participate in. This approach, which is one of the first steps in branding a social media presence, will help people recognize you across the Internet.
  • Follow new people every week on Twitter. I’ve seen recommendations of anywhere of following 10 to 50 new accounts a day. You want slow and steady progress. Don’t try to add too many all too fast, or Twitter might temporarily lock the account. And yes, I saw that happen once on a friend’s account! This was handled quickly with a password reset, but oops!
  • To find new people, look over the active accounts you are following. Which accounts are they following, or are followed by, that are active and on your topic or interests?
  • Remember that your Twitter follow is more likely to be noticed when someone has only 500 follows or less as compared to someone who has 5,000 or more follows.
  • Unfollow inactive accounts after 30 days. This makes room in your Twitter limits for new accounts. As your list evolves, you are also teaching Twitter who and what you are interested in.
  • Learn how to find an account’s “Twitter lists,” which is a substream of Twitter accounts. Some are automatically created from hashtags and therefore full of spam or inactive accounts; but others will be a gold mine as you find people you could also follow.
  • Build your own Twitter lists. People who are placed on public lists will get a notification – it’s a great way to let them know you exist. The private lists are for your viewing only – it’s a great way to keep a closer watch on the competition.
  • Have your Facebook page follow other pages that are related by niche or community. Page follows are not as valuable to some social media managers as profile follows, but there is a valid reason. Pages don’t often interact with each other. Those inactive likes might skew analytics and the community engagement rate. If you seek out pages that post content you can like, share, tag and comment on as a friendly page, that’s helping to build community in both directions. Those page owners might follow you back, and some of their fans will too.
  • Review the analytics on posts you made on Facebook. Did you notice that there are people who have liked that post but have not yet liked that page? Send them a page invite. Here’s a how-to on that very successful and FREE strategy.
  • Page invites and follows are like saying “hello” to new people at a cocktail party. So while you are doing that, consider whether there is a photo, link, post or event that you can “pin” to the top of your Facebook and Twitter profiles to provide more information about who you are or a project you are working on. That pinned content is like giving someone your business card at a cocktail party after saying hello.
  • Finding your target audience on Instagram can be a challenge with so many people setting their accounts to private. On those accounts, you can’t see who they are following or are followed by. But I’ve found an Instagram audience grows organically with a clever and liberal use of hashtags. I brainstorm or look for three to five relevant hashtags on each Instagram post; other people add twice that number to their images.

Consider paid ads on the social network

There’s nothing wrong with using sponsored posts across social media. After all, this advertising support helps create and build the networks you are relying on  for marketing strategies.

But don’t waste your money! Study up on the best practices for paid content on that particular network.

Then go back to the first step of defining your audience. Decide who you can target  among that group, and what information or offer would get their interest. And consider when THAT group of people be MOST interested in seeing THAT promotion?

Your promoted content doesn’t have to be selling a huge purchase; and that  might come across as too pushy anyway. A perfectly valid use of paid social is a free download in exchange for an email address you can send information to later. Another practical use is to promote an event you are hosting in real life.

Or consider this example that would be of interest to a news organization: You just put a lot of time and resources into a special report. On your website, you have embedded referral links to background articles, photo galleries, video clips, a call to action, etc. so that you can easily pick up maybe five or ten page views and maybe even a paid customer on a typical read.

You just need to pull in that first view.

Answer: you can push that special project to a bigger audience via paid social.

If you’d like to see other social media strategies and tips that I’ve collected, check out my Twitter feed at @WethingtonPaula and a whole bunch of topics I’ve curated on Pinterest.

This post was updated May 18, 2017

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11 Instagram content ideas for newsrooms

By Paula Wethington

If you treat Instagram simply as a photo gallery with square images (and by the way, the photo no longer needs to be square); then maybe what you want is a photo sharing service and Instagram really isn’t for you.

monroenews_instagramBest9But Instagram is so popular and allows so many possibilities that I would currently recommend as the third piece for a newsroom’s social media efforts behind Facebook and Twitter.  In 2015, I dusted off a formerly inactive Instagram account for The Monroe News; and with a content schedule of only two to five images a week, I was able to add almost 3,000 followers in about a year! That’s in addition to having my own account where I posted both personal and assignment content.

Here are some ideas for newsroom account content.

  1. From the archives. You’d have to be a museum or library to rock this concept better than a newsroom with a decent photograph archive. Look at VintageTribune for examples from the Chicago Tribune files.
  2. Secondary shots and outtakes. You will have leftover photos after nearly every assignment that could find a home if there was just space in the main package. Use them on Instagram. You can also deliberately look for secondary shots; as a videographer will look for B-roll images at a scene. For example, a photo I took of basket of apples at a cider-pressing event was deliberately taken with the intent to post it on Instagram.
  3. Food. It’s well known that food images are popular on Instagram! Every time I’m at the county fair on a news assignment, I take a photo of my midway lunch to show off on Twitter. But that would do just as well on Instagram. Other suggestions include look for the bake sale treats at a school fundraiser, the fancy cake or dinner table setting at a reception, and the newsroom pizza on election night.
  4. Architecture. Take images of the courthouse, city hall, parks, churches and schools in your community; especially when the time of day or the seasons add to their beauty. An occasional series I did focusing on well-known landmarks became a huge hit on The Monroe News Instagram and drew in hundreds of fans.
  5. Weather. While Instagram isn’t practical for breaking news situations such as tornado warnings, you can build up an audience with weather scenes. Snow, rain, mud puddles, umbrellas, sunset at the lakeshore and even a thermometer image on a hot day are easy content ideas. Consider this: a video of a plow going down the street during a snowstorm is certain to get likes and comments!
  6. Sports. Sports reporters and photographers naturally look for game action to go with their news reports. But take a playbook from NASCAR’s social media and include someone who has a eye for features in your on scene coverage team. They’ll pick up on the activities of the pit crews, student sections, tailgate parties, cheerleaders and marching band.
  7. Fashion. Does your newsroom report on events where fashion and costume are part of the atmosphere such as a theater show, ballet, charity gala or pageant? Showcase the details of the crowns, gowns, tuxes and tutus with creative layouts and filters.
  8. Scenes of the newsroom or air studio. Show off your desk, the equipment you need to take on remote, the newsroom coffee mug collection, or a view of the control room during a newscast.
  9. Infographics. Simple pie charts and bar charts can work on Instagram. Just remember to keep the design simple and the message easy to grasp on a small screen. Save the larger and  detailed infographics for Pinterest, print media or your website.
  10. Pokemon Go. This game is so popular you really should include some of this content in your Pokemon Go Newsroomsocial media outreach. See if you can get a Pokemon to appear in your office or studio through playing the game, then save the screenshot. For example, I was able to get a Bellsprout to appear in The Monroe News’ parking lot and a Spearow to perch next to an antique typewriter in the newsroom.
  11. Share a promotional message. WDET, the public radio station in Detroit, has in its Instagram gallery photos of fans holding up a sign that explains “I support Detroit’s public radio station … ” Related tactics I used on the Monroe News Instagram account include photo of the newspaper’s front page when a high interest topics are featured; a picture of swag we gave away at the county fair; and the signs that promoted the 2016 Readers Choice contest.

Content is just the first step for running a successful Instagram account. I’ll share some of my other tactics in upcoming posts.

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