Enhance Your Social Publishing Strategy

OTime to complete: 3 hours over 1 week

This project will walk you through how to develop and execute a social media publishing strategy using HubSpot's social media tools. 

Completing these steps will allow you to:

  • Set social media goals.
  • Establish a social media schedule. 
  • Increase website traffic from social media sites. 
  • Report on traffic from social media sites.
Step 1: Define SMART Goals for Social Media
Learn how

To-do

  1. Define the goal of your social publishing strategy. Be sure that this goal is specific, measurable, attainable, realistic, and timely. Some goals you may consider are an increase in traffic, increase in visitor to contact percentage from social, or an increase in interactions. Whatever you decide be sure that it can be tied to a metric.

  2. Determine a due date for each goal and add it to your calendar.

     


Example

Pro Tip

Check the progress of each goal on a regular basis. This will allow you to adjust your marketing efforts to ensure that you meet and exceed your monthly goal.
Need help with goal setting?
Check out this short article!
Step 2: Gather Relevant Content to Share
Learn how

To-do

  1. Gather 1-3 pieces of your own content that you would like to share with your audience. These can be blog posts, ebooks, white papers, infographics, checklists, etc. Keep in mind your initial goals. If one of your goals is to gain more leads, be sure that your content list includes new offers or ones that have done well in the past. If your goal is to increase the number of visits from social, you will want to include links to top performing blog posts.

  2. Gather 2-3 pieces of third-party content to add to your content list. This will help you become a hub of industry knowledge and establish industry relationships. Be sure that the content is relevant and interesting to your audience. You can source this content by subscribing to industry blogs, joining discussion forums, or signing up for newsletters. 

Example

Pro Tip

Buyer Persona’s are essential to the Inbound Methodology, so it’s important that your content strategy reflects this. Ways to collect content that your buyer personas will be interested in are to subscribe to industry blogs, follow Industry Leaders and Experts, Join Forums such as Quora or Reddit.  
Need help with your content strategy?
Listen to this Content Strategy broadcast.
Step 3: Create A Social Publishing Schedule
Learn how

To-do

  1. Go to Social Settings. In the left navigation, select publishing schedule

  2. Add your desired publishing times to the publishing schedule. Note, that the actual publishing time will slightly vary from the exact time that you add to the calendar. If you would not like this time to vary, uncheck the box next to “Vary Publishing Times.”
  3. It's important to ensure that your social messages appear to the right audience at the right time. If you're just getting started with publishing and aren't sure when your audience is the most active on social media here are a few tips:  
    1. Twitter: Best time to post - 12:00-3:00 pm; Worst time to post: 8:00 pm - 9:00am  
    2. Facebook: Best time to post - 1:00-4:00 pm; Worst time to post: 8:00 pm - 8:00 am  
    3. LinkedIn: Best time to post - 9:00 am-6:00 pm; Worst time to post: 6:00 pm - 9:00 am  
    4. Google+: Best time to post - 9:00-10:00 am; Worst time to post: 8:00 pm - 6:00 am  


Example

Pro Tip

If your business caters to prospects in multiple time zones, you’ll need to add times that represent when these audience members are most likely to see your content.

What's the best time to publish on social?
Download this Social Media Benchmark Report .
Step 4: Create Social Messages
Learn how

To-do

  1. In the right-hand corner click to the “Compose Message” button.

  2. Determine the network(s) you would like to share content to by selecting the Social Media Network icon in the top left corner of the compose message module. If you’re first starting out, you’ll want to publish to the Big 3 -- Facebook, LinkedIn, and Twitter. If you’ve been using social media for a while, you might find that one network works better than the others. If so, be sure to create additional messages for that network. 
  3. Write 2-3 social posts for each piece of content. Each message should be unique. No two messages should share the same exact phrasing.

  4. Customize your content for each platform by adjusting the copy to reflect your desired tone for that audience. Make sure that each message includes a link. If you’re promoting an offer, remember to link to the landing page.

Example

Pro Tip

Customizing content by network: 

Twitter: Use 94 Characters or less.  Always include a link and an image.

Facebook: The best social messages are 250 characters or less, use images, and invite the audience to engage in the comments.

LinkedIn: Keep titles to 70 characters or less, descriptions under 250, and always include a link. Share long-form, thought-provoking content.

 

 

Step 5: Create Social Media Campaign
Learn how

To-do

  1. Before you hit schedule, add a campaign to your messages. 
  2. In the lower left hand corner, select an existing campaign or create a new campaign.
  3. Finally, click "schedule."

Example

Pro Tip

Campaigns take the guesswork out of social media analysis. By tying campaigns to your social media efforts, you are able to evaluate each campaign's individual performance and use the results to inform your future social media efforts.
Need help planning your campaign?
Check out this Campaigns tool User Guide.
Step 6: Create Social Media Report
Learn how

To-do

  1. Navigate to Reports home.
  2. In the upper right-hand corner, select Create new report.
  3. Select Sources.
  4. Create report from scratch.
  5. Choose your desired metrics. 
  6. Select Create report.

Example

Pro Tip

Email this report to yourself or team members on a weekly basis in order to best track your progress.
Want to build more reports?
Read the Reports User Guide.