Social media skillset

Here’s what I know how to do on social media, and in many cases, actually have done.  — Paula Wethington

SOCIAL MEDIA GRAPHICS

  • How to use Canva and adapt its image library, another set of stock art or your own file art into graphics sized for website or social media usage.
  • How to use Canva’s Color Palette Generator to determine the hexcodes of colors of a photo or logo.
  • How to use Snappa to create social media images, and the features that make this service a good option to consider in addition to Canva.
  • How to apply text overlays and color overlays in both Canva and Snappa.

TWITTER

  • Identify and block spammers currently following you.
  • Identify and unfollow inactive Twitter accounts.
  • Use Twitter insights to find out who your audience are and suggest topics that will likely resonate with them.
  • Identify and follow accounts that your friends and competitors are closely watching.
  • Set up private lists where you can monitor content without public follows – such as those posted by competitors, potential clients or sources.
  • Set up public lists with keywords and taglines that encourage those on the list to take note.
  • Use the “sticker” feature on images uploaded to Twitter.
  • How to search by topic and post from the GIF database on Twitter.
  • Find trending topics on Twitter, and how to set that search for local (aka Detroit) vs. United States vs. worldwide.
  • Use Canva to create visuals specifically sized for Twitter posts and Twitter covers.
  • How to use Hootsuite and Tweetdeck to post or schedule text or visual content.
  • How to use the “pinned post” feature on Twitter.
  • How to create Twitter polls, including how to set the time frame for the poll to end.
  • How to use Twitter Saved Searches and Advanced Search to find those who are posting  links to your website’s content without tagging your Twitter account.
  • How to use Twitter Advanced Search to find people who are posting content with specific phrases or keywords in a given geographic area.
  • Understand the difference between mention tags and reply tags and how each of those appear in the news feed.
  • How to submit an application for a Verified account on Twitter. That being said, Twitter did not clearly what it is looking for after opening up the application process and I’m not hearing of a lot of success. My experience is: I’ve submitted applications for three accounts that met the stated rules and none have been accepted
  • How to autofeed a Facebook page’s content to Twitter, and why you don’t want to do that even though so many business / brand accounts are set up that way.
  • That research shows the average Twitter user has only about 210 followers.
  • That the fact a Twitter user hasn’t posted content doesn’t meant they are not using the service – they may just be lurking. Research shows about 50 percent of Twitter users don’t post content.
  • How to turn off photo tagging to your Twitter profile.
  • How to use Twitter Moments to create a mini slide show of tweets (made my first one on March 28, 2017).

FACEBOOK

  • The pros and cons of profile format (and how to keep that content in private mode), public profile + subscribe, and page format.
  • How to request a verified check on Facebook  – and have successfully received “verified” status on two brand pages.
  • Use Facebook insights, third-party tools and the latest research to recommend the best content scheduling times for a Facebook page.
  • Schedule a content “share” from another page to your page for a different time than right now.
  • Give page likes, post likes and comments as your page.
  • Tag people when replying to their comments on your page.
  • Share a link from a third party website to your page.
  • How to add, delete or change the admin / editor status for members of your page’s admin team.
  • How to set the “default” “see first” and “unfollow” toggles on each person you have friended or page you like to help get the content stream in the order you want it.
  • How to remove or ban people and pages from following your page, and why you might choose one or the other.
  • How to find the posts and links people publicly place on your page.
  • How to shut off or moderate third party posts to your page.
  • How to change the profanity settings on your page.
  • How to change a page’s username, and have done so.
  • Use Facebook Insights to look over the most recent popular posts made by your competitors and friends.
  • Use Facebook Insights to get clues as to how successful the content strategies are on other pages.
  • Use Facebook Insights to learn demographics about your page’s existing fans.
  • How to use the “pinned post” feature on Facebook pages.
  • How to use Hootsuite to post or schedule content to profiles and pages.
  • Use Hootsuite to get week by week like and unlike numbers so you have historical data as comparisons.
  • How to report Facebook profiles that are fakers who pretend to be someone else, and have done so at least twice.
  • How to edit place locations at http://www.facebook.com/editor, have reached Level 25 with 98 percent accuracy on accepted edits for sites locally and in other states.
  • How to find fake / unofficial “place” pages that fans are using for check-ins instead of your actual business or brand page.
  • How to claim the unofficial “place” pages for your business or brand, and have done so four times. Those four pages were deleted as there was no compelling reason to merge them with the official pages. There is a fifth unofficial place page that I have claimed and hope to merge as it does have a sizeable number of likes. For now, it is “unpublished.”
  • Understand that posts on Facebook will get their most views in the first three hours, but will bounce around for 24 to 8 hours; and how both of cycles will impact the timing of when you should schedule a particular piece of content.
  • Find trending topics on Facebook; and understand they are computer generated rather than manually curated as of summer 2016.
  • Best practices for curating User Generated Content and setting up a gallery to feature those images.
  • How to set up an event page so the content is readable both on phone and desktop.
  • How to create visuals sized for Facebook posts, Facebook page covers and Facebook event covers.
  • That a conversational tone is best on Facebook rather than a “straight news” approach; and why.
  • That sponsored / advertising posts on Facebook are a bit of a learning curve in terms of creating the best impact for your budget, but worth considering for specific purposes.
  • How to use the Facebook advertising portal to look up demographics of your competitors’ pages and target that audience with your promotions. (Targeting doesn’t work for all pages, but it is possible to do on some.)
  • That research shows the average Facebook user has 200 friends or less.
  • How to set up automated replies and pre-approved replies to messages sent via the Facebook message box to pages.
  • How to restrict a Facebook page from view in specific countries, and why you might want to do that.
  • How to make a Facebook Live video originate on your brand or business page rather than on your personal profile.
  • How to “unpublish” or “delete” a page, what you should do before taking that step, and when it is appropriate to make either choice.
  • How to set the “call to action” button on a page for options such as message, call now, contact us, donate now.
  • How to correctly use the “photo album” feature when uploading photos to a profile or page.
  • How to turn off photo tagging on your profile.
  • How to use the “reactions” faces when running a fan poll on Facebook and why you might want to do that in lieu of the official poll feature. Related: what are the rules to follow per Facebook when doing this.
  • How to use Facebook Pages to Watch feature to track your likes, growth and engagement rate compared to competitors or comparable pages.
  • How to choose from and arrange among the available tabs on the 2017 desktop view of a Facebook page, and also add the Twitter tab as a third-party app.
  • How to use Facebook ads manager to create and program a “brand awareness” advertisement for a page, and have done so once.

 INSTAGRAM

  • Use filters, cropping tools, or neither, as the image (or perhaps brand policies) calls for.
  • Find or create the best hashtags to use with your image.
  • How to “hide” hashtags in comments or below the image, and when or why you might want to do that.
  • Look for friends and competitors to follow on Instagram.
  • Change out the link in your bio for best impact or special campaigns.
  • Upload a short video to Instagram that was saved on your camera roll.
  • Use Ripl to create a quick slideshow for Instagram.
  • How to create a text overlay slide for Instagram via Canva and other smartphone apps.
  • Search Instagram by location tag to find other accounts that are posting photos from the same geographic spot.
  • That it is possible to change your Instagram account to a business account so that you get analytics.
  • How to use If This Then That service to get an Instagram image to crosspost automatically to Facebook or Twitter.
  • How to push an Instagram image to its connected Facebook and Twitter accounts, and also why you might want or not want to crosspost content that way.

PINTEREST

  • Use Canva or Snappa to create a vertical image that will “read” well in a Pinterest news feed scroll; and have done so on several occasions.
  • How to “style” or “brand” a Pinterest account with branded pin board covers, and have done this on two accounts.
  • How to move the boards around on your page to keep with the seasons or promote your best topics.
  • Add a URL link to an image that is being posted as a direct upload.
  • Find the best keywords to use in your board names.
  • That lifestyle topics such as tailgate party food or Christmas ornaments can be evergreen content that revives every year.
  • How to switch to a “business” account for which you will get analytics.

TOUT

  • How to set up and add contributors to a corporate partner Tout video account.
  • How to “match” a Tout video on a corporate account to content on a designated website.
  • How to apply titles and subtitles when loading videos to Tout.
  • How to use the Tout videos in other applications such as Facebook video uploads.
  • The fact that corporate Tout videos can be 1 minute but the free Tout application has a limit of 15 seconds.

GOOGLE +

  • How to use Hootsuite to send scheduled or live content to a brand’s Google + page.
  • Why you might want to keep a Google + page active, even if you don’t see much community engagement from the posts.
  • How to add admins to a Google + page.

WORDPRESS

  • How to select and load up a WordPress theme.
  • How to select and set the locations for widgets.
  • How to find social media buttons.
  • How to nest standing pages, or not, as topics call for.
  • How to create cover art for the blog.
  • How to use category and tag keywords.
  • How to upload images directly to the blog or use a third party service such as Photobucket.
  • Choose from a static front page or a traditional blog appearance, and why you might want to do either one.
  • Choose from excerpt or full post for content that is shown on the main page.
  • How to use the analytics to monitor keyword search strings, most popular pages / posts and general website traffic patterns.
  • Why every image placed on a blog should have the alt text code.
  • How to create a Pinterest-friendly image for the article.
  • How to embed YouTube link into a post.

EVIE SAYS

  • How to upload edit a venue listing for photo and address on the Evie Says national database.
  • How to review and approve third party submissions as an Evie Says admin.

YOUTUBE

  • How to upload to YouTube either from your phone or from a desktop computer.
  • Why a specific description for the video should be included.
  • How to set the category keywords on a video upload and why you want to do that.
  • The fact that YouTube is extremely picky about music backgrounds, and might challenge your audio feed if it thinks there is a copyright infringement.

WEBSITE EMBEDS

  • How to create a Storify and embed it into a website article.
  • How to create a Twitter widget and embed it into a website article.
  • How to write and set up an interactive module via Qzzr or Infogr.am and embed it into a website article.

BRANDING

  • Why you should set up your social media profiles with consistent profile images,  cover images, descriptions, keywords, location and link to your site.
  • How to update a Google My Business entry – and have successfully done so on two pages that needed photo, address and phone number changes.
  • Why “social listening” is important and how to find people who are talking about your brand without tagging it in social media.
  • Why it is important for branded accounts to give thank you likes, follows and comments when you get attention from fans, news media and competitors.
  • How to “brand” a campaign, launch, event or project that your team wants to promote through the use of visual graphics, social media covers, pinned posts and hashtags.
  • Why you should have a library of branded graphics made ahead of time for situations your organization can predictably be communicating about such as for your annual fundraiser campaign or a snow day for the schools.
  • How to use Canva’s tools to find a color palette that matches your branded logo.

SEARCH ENGINE OPTIMIZATION

  • What a “long tail keyword” means in Search Engine Optimization and why it is important for a niche site or page to write for those searches.
  • Why descriptive and specific alt tags and page titles are important for SEO.
  • Why you should include a text introduction or a transcript when embedding audio and video clips to a website page.
  • Why a news story should include links to related content on the same site such as earlier stories, video embeds and photo galleries.
  • Why a news story should include links to sites or sources quoted in the text.
  • When and why you might want to update a page with fresh content rather than post the new content on a new page.
  • How to find keywords that search engines are already using to find your WordPress site and then apply that information for future content.
  • That while the exact formula is rather complex and changes from time to time, there are at least 200 factors known to affect search engine results either positively or negatively to include the coding of your site, page content, incoming links and social referrals.

OTHER TOPICS

  • Why people reach out on social media for customer service queries than pick up the phone or send an email.
  • The growing trend toward people finding news throughout the day on social media feeds rather than relying on traditional news cycles and formats.
  • How to create a new applet on If This Than That.
  • How to use Post Planner to find suggested viral content for Facebook and Twitter scheduling.
  • When a “link shortener” is appropriate and how to create one in Hootsuite and Bitly. Bonus: how to create a custom link in Bitly and why you might want that.
  • How to do a “reverse search” on Google for an image to determine its original source or validity.
  • How to use the iPhone Voice Memos app to make an audio recording that can be used for broadcasting or podcasting.
  • Why you want to check your website on a regular schedule for outdated information, broken links and no longer relevant campaign pages.
  • That you might want to come up with a unique or clever 404 page for your branded site (but you’ll need the webmaster or I.T. department to help with that unless you also are serving in those roles.)
  • Submitted community edits to Wikipedia that were accepted.
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