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<button class="Tabs-button _twitter is-active js-tab-switch" role="tab" title="Twitter" data-target="#twitter-tab">
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<h2>Twitter</h2>
<p>Twitter is one of the first social networks businesses start with. It's simple to setup, has a large audience and is more developed than newer platforms.</p>
<p>Possibly the biggest challenge companies face with Twitter is figuring out a way to stand out on such a noisy network. Thousands of Tweets are sent out every second, so capturing the attention of your followers can be difficult.</p>
</div>
<div class="Tabs-section _gray _padded">
<h3>How Social Media Marketers Use Twitter</h3>
<p>Twitter is an amazing resource for content discovery. When people want to know what’s going on in the world or search for content on a particular topic, they go to Twitter. As a result, one of Twitter’s main uses for marketers is curation.
Twitter makes it easy to share content with the masses, which makes it perfect for marketers.</p>
<p>The other way businesses and social media marketers use Twitter is for communication. Twitter succeeded because it connects consumers with their favorite brands. Instead of sending out thousands of paper surveys or forcing customers to complete
online forms, you can head to Twitter to see how customers feel about your brand. It's the top network for <a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/social-customer-service/">social customer service</a> because users can communicate in real time.</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_stats.svg')">
<h3>Quick Twitter Stats</h3>
</div>
<div class="Tabs-section" style="padding: .75rem 0;">
<div class="Stats FlexGrid _2columns" style="margin: 0;">
<a target="_blank" rel="noopener noreferrer" href="https://about.twitter.com/company" class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">310 million</h3>
<p class="Stat-description" style="margin-top: 0;">monthly active users.</p>
</div>
</div>
</a>
<a target="_blank" rel="noopener noreferrer" href="http://www.searchenginepeople.com/blog/twitter-for-small-business-infographic.html" class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">37%</h3>
<p class="Stat-description" style="margin-top: 0;">of Twitter users will buy from a brand they follow.</p>
</div>
</div>
</a>
<a target="_blank" rel="noopener noreferrer" href="https://twitter.com/jack/status/705423142970327040" class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">19%</h3>
<p class="Stat-description" style="margin-top: 0;">lift in customer satisfaction for companies using Twitter for customer service.</p>
</div>
</div>
</a>
<a target="_blank" rel="noopener noreferrer" href="https://blog.twitter.com/2015/research-four-ways-brands-can-build-customer-service-relationships-on-twitter" class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">76%</h3>
<p class="Stat-description" style="margin-top: 0;">of consumers are likely to recommend a brand after receiving friendly service.</p>
</div>
</div>
</a>
<a target="_blank" rel="noopener noreferrer" href="https://blog.twitter.com/2014/study-exposure-to-brand-tweets-drives-consumers-to-take-action-both-on-and-off-twitter" class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">54%</h3>
<p class="Stat-description" style="margin-top: 0;">of users surveyed by Twitter reported they had taken action after seeing a brand mentioned in Tweets.</p>
</div>
</div>
</a>
<a target="_blank" rel="noopener noreferrer" href="https://blog.twitter.com/2014/study-exposure-to-brand-tweets-drives-consumers-to-take-action-both-on-and-off-twitter" class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">80%</h3>
<p class="Stat-description" style="margin-top: 0;">of Twitter users have mentioned a brand in a Tweet.</p>
</div>
</div>
</a>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_share.svg')">
<h3>What to Share</h3>
</div>
<div class="Tabs-section _padded" style="padding-top: 1.5rem;">
<p>You can Tweet your blog posts, articles from around the web, industry news and more. The key is to share content that’s valuable to your audience. You can also share content that promotes your business, but do it sparingly.</p>
<p>If you're lost on what to share, take a look at your competitors. What type of content do they share? Use that as a starting point to build your own strategy. Also keep in mind a majority of your Tweets should be conversational rather than
broadcasts. The most effective way to grow your Twitter account is to engage with others.</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_keys-to-success.svg')">
<h3>Keys to Success</h3>
</div>
<div class="Tabs-section _padded">
<div class="FlexGrid _2columns" style="margin: 0;">
<div>
<h4>Be Consistent</h4>
<p>Since Twitter moves quickly, you need to Tweet consistently or your followers will forget about you. Most of your followers won’t see your Tweets when you first share them. This means you need to Tweet multiple times throughout the
day to increase your visibility. Avoid long periods of inactivity so your profile looks up to date at all times.</p>
</div>
<div>
<h4>Get Visual</h4>
<p><a target="_blank" rel="noopener noreferrer" href="https://blog.twitter.com/2014/what-fuels-a-tweets-engagement">According to Twitter</a>, including photos in your Tweets can boost Retweets by 35%. Adding videos can increase them by
28%. In addition to using visuals directly in your Tweets, it’s a good idea to <a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/twitter-cards-guide/">setup Twitter cards</a> on your site as well.
Whenever you share a link to your blog post, a featured image will be included in the Tweet to make it stand out.</p>
</div>
<div>
<h4>Plan Ahead</h4>
<p>Use your social media dashboard to schedule Tweets ahead of time. This will allow you to Tweet outside of regular business hours and keep your timeline active throughout the day. If your brand is new to Twitter, you can’t afford to
go days without Tweeting because you forgot. When you’re building your initial following, being active gives people a chance to build familiarity with you.</p>
</div>
<div>
<h4>Engage</h4>
<p>Twitter is all about communication. Reply, like and Retweet other people as often as possible. Engaging will put you on users' radar who otherwise wouldn't have any idea who you are. Whenever you like, mention, Retweet or reply to
someone, they receive a notification. They’ll see <a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/twitter-handle/">your Twitter handle</a> in the notification and hopefully click through to view
your profile.</p>
</div>
<div>
<h4>Have Personality</h4>
<p>Nobody wants to follow dull accounts. Even if you’re Tweeting on behalf of your company, it should still feel human. Entertaining Tweets entice people to keep following you. In addition to being famous, many <a target="_blank" rel="noopener noreferrer"
href="http://sproutsocial.com/insights/celebrity-social-media-management/">celebrities engage on Twitter</a> successfully because they’re entertaining. You don’t have to go on rants like Kanye West, but infusing your personality
into your Tweets can go a long way.</p>
</div>
<div>
<h4>Be Present</h4>
<p>We hate to bring up Twitter’s fast pace again, but it’s a reality. You need to be up to date on what’s happening in Twitter world such as trending topics and popular hashtags. Spend time each day looking through what’s trending topics
and think of ways to join conversations even if they aren’t completely related to your industry.</p>
</div>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_tactics.svg')">
<h3>Tactics</h3>
</div>
<div class="Tabs-section _padded">
<p>Growing your Twitter audience revolves around your ability to engage and share great content. There are no tricks or gimmicks, but these tactics will get you on the right track:</p>
<h6>Optimize Your Profile</h6>
<p>The purpose of your profile is to showcase what your business is all about. It could be the first time someone sees your brand on Twitter, so you want to make a lasting impression. Fill out your profile completely including an enticing bio
that tells people what your business does.</p>
<p>
<strong>Resource</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/support-marketing-campaigns-twitter-profile-tips/">How Twitter Profiles Can Support Your Marketing Initiative</a>
</p>
<h6>Follow Influencers</h6>
<p>When you first sign up for Twitter, you’ll get a list of suggested people to follow. Most of these accounts are celebrities or not specific to your industry. Instead of limiting yourself to these, look up influencers within your industry and
follow them. Engage with users on this list at least once a day.</p>
<p>
<strong>Resource</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/social-media-influencers/">How to Identify Your Social Media Influencers</a>
</p>
<h6>Join Twitter Chats</h6>
<p>Twitter chats are organized group conversations where a host asks a series of questions to participants. Twitter chats are a great way to network with new people because everyone is there to engage. You can also stand out by hosting your own
Twitter chat. Find two or three active Twitter chats and participate in them this week.</p>
<p>
<strong>Resource</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/twitter-chats/">The Ultimate Guide to Twitter Chats</a>
</p>
<h6>Twitter Ads</h6>
<p>Since Twitter can be a little noisy, it’s easy for your Tweets to get overlooked. Twitter Ads let you promote your Tweets so they’re seen by more people than you can reach organically. If you have the budget, create your first Twitter Ad and
run it for at least one week.</p>
<p>
<strong>Resource</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/a-beginners-guide-to-twitter-advertising/">A Beginner's Guide to Twitter Advertising</a>
</p>
<h6>Get Shoutouts</h6>
<p>A good way to grow your Twitter audience is through mentions from other accounts. You can get mentions by building relationships and networking, as well as guest blogging on other sites. When the host site shares your guest post, they may
mention your Twitter handle, which gives you great exposure. Find blogs within your industry with an active Twitter following, reach out to them and try to land at least one guest post for the month.</p>
<p>
<strong>Resource</strong><br>
<a target="_blank" rel="noopener noreferrer" href="https://www.quicksprout.com/2014/05/05/how-to-find-the-best-places-to-guest-blog/">How to Find the Best Places to Guest Blog</a>
</p>
<h6>Use Hashtags</h6>
<p>Hashtags make it easier for people to discover your Tweets when searching for specific topics or keywords. Make a list of the top 5-10 hashtags in your industry and schedule at least two Tweets a day that incorporate them. Limit yourself to
one hashtag per Tweet.</p>
<p>
<strong>Resource</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/twitter-hashtags/">How to Find the Best Twitter Hashtags</a>
</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_metrics.svg')">
<h3>Metrics to Track</h3>
</div>
<div class="Tabs-section" style="padding: .75rem 0;">
<div class="FlexGrid _2columns" style="margin: 0;">
<div class="Card _inverse">
<div class="Card-body">
<h3>Impressions</h3>
<p>The number of times your Tweet appeared in a user’s search or feed.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Profile Visits</h3>
<p>The number of people who have visited your profile.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Mentions</h3>
<p>The number of times you have been tagged (@username) by other users.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Tweets Linking to You</h3>
<p>The number of Tweets attributed to you in Tweets that include a URL.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Engagement Rate</h3>
<p>Your Tweet’s engagement (link clicks, Retweets, likes and replies) divided by the number of impressions.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Referral traffic</h3>
<p>The number of visitors your website receives from Twitter. You can track this in Google Analytics.</p>
</div>
</div>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_advertising-1.svg')">
<h3>Advertising on Twitter</h3>
</div>
<div class="Tabs-section _padded">
<p>Twitter Ads allow brands to reach a wider audience than they can reach organically. Instead of fighting to get your message seen, you have the ability to choose the audience you want your sponsored Tweets to be displayed to. But if you're
not careful, your campaigns can quickly become a money pit. Follow these tips to run a successful campaign on Twitter Ads:</p>
<ul>
<li><strong>Decide on a goal:</strong> Do you want to get more followers, drive traffic or generate leads? Your goals will determine what type of ads you run on Twitter.</li>
<li><strong>Use a proven Tweet:</strong> Why start from scratch? If you have a recent Tweet that picked up some traction, put it in front of even more people with a promoted Tweet campaign.</li>
<li><strong>Pick the perfect audience:</strong> The more targeted your audience is, the better your ads will perform. Instead of trying to select the largest audience possible, filter down to users most likely to resonate with your ad.</li>
<li><strong>Test:</strong> One ad isn't enough to determine whether or not Twitter Ads is working. You need to experiment and test different variations of your ad creatives. Adjust the copy, image and audience to find the sweet spot.</li>
</ul>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_brand-1.svg')">
<h3>Brands to Learn From</h3>
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4.19 0 0 0 .73-2.37.66.66 0 0 1 .46-.41.78.78 0 0 1 .23.2c.12.2-.12.58.23.67a1.39 1.39 0 0 1 .76.46c.2.67-.38 1.19-.32 1.86a.34.34 0 0 0 .38.09.47.47 0 0 1 .46-.23.57.57 0 0 1-.06.67l-.35.26zm-3.08-2.44c0-.09-.12-.09-.2-.12a1.37 1.37 0 0 0-.73 1.08 1.29 1.29 0 0 0 .43-.21 1 1 0 0 0 .49-.81zm-8 1.25c.32-.46-.35-.41-.44-.76a.89.89 0 0 0-.26-.38 1.8 1.8 0 0 0-.4 1.64.42.42 0 0 0 .38.23 1.22 1.22 0 0 0 .73-.78zM32 28.08a1.52 1.52 0 0 1 .61 1.54 2.06 2.06 0 0 1-1.8 1.31 2.12 2.12 0 0 1-1.92-.52 1.65 1.65 0 0 1-.06-.84c.2-1 .49-2 .78-3-.49 0-1 .29-1.45.32a.52.52 0 0 1 0-.64 6.83 6.83 0 0 1 3-.76 1.94 1.94 0 0 1 1.66.81 1.26 1.26 0 0 1-.12 1.16 2.9 2.9 0 0 1-.73.61zm-.12-1.42a1.13 1.13 0 0 0-1.16-.29 9.85 9.85 0 0 0-.44 1.31 1.83 1.83 0 0 0 1.48-.41.53.53 0 0 0 .12-.61zm-.28 2.21a1.5 1.5 0 0 0-1.51-.29l-.2.9a.59.59 0 0 0 .06.49 1.51 1.51 0 0 0 1.63-.29.59.59 0 0 0 0-.81zm6.16-1.54H37l-.49 1.92a.77.77 0 0 0 0 .67.21.21 0 0 0 .29-.12 10.62 10.62 0 0 0 1-2.47zm-3 .81a.17.17 0 0 0-.16-.14 1.68 1.68 0 0 0-.81 1.08h.09a1.35 1.35 0 0 0 .93-1z" fill="#fff" fill-rule="evenodd"/></svg>
</button>
</nav>
<section id="jetblue-tab" class="Tabs-panel is-active" role="tabpanel">
<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Responds to customer issues quickly.</li>
<li>Created a customer commitment team to handle support issues on Twitter.</li>
<li>Increased its followers from 500,000 to over 1 million in three months. (<a target="_blank" rel="noopener noreferrer" href="http://blog.hubspot.com/marketing/jetblue-customer-service-twitter#sm.0001daina2kbkcpduqr1pnd74txyp">source</a>)</li>
</ul>
</div>
</section>
<section id="orbitz-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Includes eye-catching images in its Tweets.</li>
<li>Launched #AskOrbitz Twitter Chat to engage with followers.</li>
<li>Started a friendly Twitter feud with rival Priceline that earned massive media attention. (<a target="_blank" rel="noopener noreferrer" href="http://mashable.com/2013/10/12/twitter-brand-feuds/#U9xGwXFcQuqU">source</a>)</li>
</ul>
</div>
</section>
<section id="hamburgerhelper-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Uses an authentic and conversational tone in its Tweets.</li>
<li>Understands its audience on Twitter and caters its content to them.</li>
<li>Captured the attention of millennials on Twitter with its #watchthestove mixtape campaign. (<a target="_blank" rel="noopener noreferrer" href="http://www.bloomberg.com/news/articles/2016-04-01/why-hamburger-helper-s-rap-mixtape-marketing-stunt-worked">source</a>)</li>
</ul>
</div>
</section>
</div>
</div>
<div class="Tabs-section">
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/features/twitter-analytics" style="display: block; margin-top: 1.5rem;">
<img src="//media.sproutsocial.com/uploads/2016/06/Twitter-Analytics.png">
</a>
</div>
</section>
<section id="facebook-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _padded">
<h2>Facebook</h2>
<p>Facebook is the largest social network, so it makes sense that <a target="_blank" rel="noopener noreferrer" href="http://www.forbes.com/sites/kathleenchaykowski/2015/12/08/facebook-business-pages-climb-to-50-million-with-new-messaging-tools/#10ae54341c2c">over 50 million businesses</a> have signed up. Most brands made the initial step of setting up an account, but with shrinking organic reach and a tricky algorithm, many are fighting to stand out and make Facebook work for them.</p>
</div>
<div class="Tabs-section _gray _padded">
<h3>How Social Media Marketers Use Facebook</h3>
<p>The way businesses use Facebook has changed over the years as new features have been released. Aside from sharing articles, Facebook is great for lead generation through ads and video marketing.</p>
<p>Community building is also an important aspect of social media marketing. Facebook Groups are a great way to get started with this. You can make interest groups for your industry, or brand specific groups like our <a target="_blank" rel="noopener noreferrer"
href="https://www.facebook.com/groups/sproutchat/">#SproutChat Facebook group</a>.</p>
<p>Remember that it's critical to know how your audience uses Facebook. Most people use it as a way to interact with friends and family. A lot of interesting and entertaining content is shared on Facebook as a result. Creating Facebook-specific
content is a great way to improve your chances of success.</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_stats.svg')">
<h3>Quick Stats</h3>
</div>
<div class="Tabs-section" style="padding: .75rem 0;">
<div class="Stats FlexGrid _2columns" style="margin: 0;">
<a target="_blank" rel="noopener noreferrer" href="http://newsroom.fb.com/company-info/" class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">1.65 billion</h3>
<p class="Stat-description" style="margin-top: 0;">monthly active users.</p>
</div>
</div>
</a>
<a target="_blank" rel="noopener noreferrer" href="https://techcrunch.com/2016/04/27/facebook-q1-2016-earnings" class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">50 minutes</h3>
<p class="Stat-description" style="margin-top: 0;">the average user spends per day on Facebook.</p>
</div>
</div>
</a>
<a target="_blank" rel="noopener noreferrer" href="http://marketingland.com/why-do-consumers-become-facebook-fans-49745" class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">49%</h3>
<p class="Stat-description" style="margin-top: 0;">of consumers like a Facebook Page to support the brand.</p>
</div>
</div>
</a>
<a target="_blank" rel="noopener noreferrer" href="https://www.americanpressinstitute.org/publications/reports/survey-research/millennials-social-media/" class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">91%</h3>
<p class="Stat-description" style="margin-top: 0;">of millennials are on Facebook.</p>
</div>
</div>
</a>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_share.svg')">
<h3>What to Share</h3>
</div>
<div class="Tabs-section _padded" style="padding-top: 1.5rem;">
<p>Due to Facebook's algorithm, it's difficult to get a lot of organic engagement from simply posting to your timeline. To expand your reach, you need to get other people to share your post with their friends as well.</p>
<p>To do this, the posts you share on Facebook should be "viral" in nature. For instance, list posts, DIY tips and how-to articles tend to perform well. These types of posts usually entice people to share because it's entertaining and engaging.
When you're coming up with content ideas for your blog, think of topics you would share on your personal Facebook page and incorporate them into your schedule.</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_keys-to-success.svg')">
<h3>Keys to Success</h3>
</div>
<div class="Tabs-section _padded">
<div class="FlexGrid _2columns" style="margin: 0;">
<div>
<h4>Add Images</h4>
<p>Image posts get <a target="_blank" rel="noopener noreferrer" href="http://www.marismith.com/8-facebook-engagement-stats-every-marketer-needs-to-know/">179% more interactions</a> than the average Facebook post. Although Facebook wasn't
built on visuals like Instagram or Snapchat, it has become an important part of the network.</p>
</div>
<div>
<h4>Monitor Facebook Insights</h4>
<p>Facebook Insights gives you valuable data about who your audience is, what content they're engaging with and how your page is performing.</p>
</div>
<div>
<h4>Facebook Video</h4>
<p>Facebook video has exploded recently. Users have watched <a target="_blank" rel="noopener noreferrer" href="https://techcrunch.com/2016/01/27/facebook-grows/">over 100 million hours</a> of video on Facebook. Videos even outperform
photos on the social network. Videos also have <a target="_blank" rel="noopener noreferrer" href="http://www.socialmediatoday.com/marketing/top-5-facebook-video-statistics-2016-infographic">135% greater organic reach</a> than photos.
If you want to capture the attention of Facebook users, start using videos.</p>
</div>
<div>
<h4>Don't Be Afraid to Pay</h4>
<p>Everyone knows Facebook's organic reach is down. Many of the companies that have had continued success are using Facebook Ads to improve their reach. Facebook Ads are a great option because you get in-depth targeting and the cost is affordable
for most businesses.</p>
</div>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_tactics.svg')">
<h3>Tactics</h3>
</div>
<div class="Tabs-section _padded">
<h6>Tag People & Brands</h6>
<p>This is a quick tactic most brands completely overlook because it's not as common as Twitter's mention feature. However, you can tag people and pages on Facebook. They'll receive a notification and may come and engage on your post. Choose
a week to share blog posts from 5-10 sites in your niche industry with a Facebook presence. Tag their Facebook page in your status update by typing @ and the page's username on Facebook. You can also tag Facebook Groups or individuals.</p>
<p>
<strong>Resource</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/facebook-hacks/">9 Facebook Hacks to Grow Your Audience</a>
</p>
<h6>Comment on Other Pages</h6>
<p>
Who says you can only post to your own page? Facebook allows brands to comment and reply on other posts, which is an awesome way to engage and spread awareness for your company. Find pages in your industry that post regularly and comment on at least one
post every day. Instead of leaving generic comments like "cool," take a couple of minutes to write a genuine comment that adds to the conversation.
</p>
<p>
<strong>Resource</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/facebook-marketing-guide/">Your Go-To-Guide for Facebook Marketing</a>
</p>
<h6>Target Organic Posts</h6>
<p>Most marketers are aware of Facebook's great ad targeting, but did you know you can also target your organic posts as well? Sprout Social lets you target who your posts are displayed to based on:</p>
<ul>
<li>Interests</li>
<li>gender</li>
<li>Relationship status</li>
<li>Educational status</li>
<li>Age</li>
<li>Location</li>
<li>Language</li>
<li>Resources</li>
</ul>
<p>Narrowing your audience allows you to share content that's filtered down to your target demographic.</p>
<p>
<strong>Resource</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/your-guide-to-social-media-targeting-via-sprout/">Your Guide to Social Media Targeting Via Sprout</a>
</p>
<h6>Use Your CTA Button</h6>
<p>In 2014 Facebook unveiled a new call-to-action button for businesses. The button appears on your timeline and you can choose from seven different messages such as "Contact Us" or "Sign Up." Unfortunately there are several businesses that haven't
taken advantage of this feature yet. If you're one of them, add a Facebook CTA button to your page.</p>
<p>
<strong>Resource</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/call-to-action-phrases/">Call to Action Phrases That Convert</a>
</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_metrics.svg')">
<h3>Metrics to Track</h3>
</div>
<div class="Tabs-section" style="padding: .75rem 0;">
<div class="FlexGrid _2columns" style="margin: 0;">
<div class="Card _inverse">
<div class="Card-body">
<h3>Post Reach</h3>
<p>The number of unique people that have seen your page's posts.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Engagement</h3>
<p>The number of people who have liked, commented, shared or clicked your posts.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Impressions</h3>
<p>The number of times posts from your page are displayed, regardless of whether or not they were clicked.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Unlikes</h3>
<p>The number of people who have unliked your page.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Organic Likes</h3>
<p>The number of Likes your page has received that are not a result of paid campaigns.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Average % Completion</h3>
<p>The portion of a video viewed in an average watch session.</p>
</div>
</div>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_advertising-1.svg')">
<h3>Advertising on Facebook</h3>
</div>
<div class="Tabs-section _padded">
<p>Facebook has the most robust advertising platform of any social network. It offers advanced targeting, retargeting, custom audience building and much more. The affordable prices make it perfect for companies of any size from small businesses
to agencies or enterprise. Improve your chances of success with these tips for Facebook Ads.</p>
<ul>
<li><strong>Split test:</strong> Facebook Ads makes it easy to create duplicates of your existing ad creatives and edit the headline, copy or image. You can group similar ads together and compare the stats for each variation.</li>
<li><strong>Choose your image carefully:</strong> The image you use in your ad is arguably the most important part. It needs to catch the eye of people browsing Facebook who can sometimes be blind to ads and banners. Avoid using colors like
blue, grey and black because they can blend in with Facebook's brand colors.</li>
<li><strong>Retarget:</strong> If you want to dramatically increase the click-through rate of your ads, <a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/facebook-remarketing/">start retargeting</a>. Retargeting
uses a tracking pixel to allow you to display ads to people that have visited your website in the past. Since these visitors are more familiar with your brand, they are <a target="_blank" rel="noopener noreferrer" href="http://blog.wishpond.com/post/97225536354/infographic-7-incredible-retargeting-ad-stats">70% more likely</a> to convert with you.</li>
<li><strong>Analyze:</strong> In addition to analyzing which ads perform better, dig deeper and look into which device types convert the best and which demographics have the most success. Use the data to adjust the target audience for your
current and future campaigns. Having a more targeted audience will improve your CTR and ultimately drive down your costs.</li>
</ul>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_brand-1.svg')">
<h3>Brands to Learn From</h3>
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<ul style="padding-left: 1rem; margin-top: 0;">
<li>Highlights its T-Shirt designers by featuring their designs on its Facebook cover.</li>
<li>Uses images and videos to keep the page visually appealing.</li>
<li>Grows its Facebook page by encouraging designers to promote their own designs to their friends. (<a target="_blank" rel="noopener noreferrer" href="http://tribunecontentsolutions.com/blog/2011/01/25/what-threadless-can-teach-you-about-social-media-marketing/">source</a>)</li>
</ul>
</div>
</section>
<section id="nutella-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Uses Facebook video to creatively showcase its product.</li>
<li>Its feed is filled with bright and colorful images and video thumbnails that capture your attention.</li>
<li>Ran a Facebook Ad campaign that reached 30% of Germany’s online population and outperformed its own TV campaign. (<a target="_blank" rel="noopener noreferrer" href="http://www.digitaltrainingacademy.com/casestudies/2012/11/social_media_case_study_nutell.php">source</a>)</li>
</ul>
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</section>
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<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Posts consistently.</li>
<li>Uses eye-catching photos in the feed.</li>
<li>Increased Facebook clicks 8.5 times with a boosted post campaign. (<a target="_blank" rel="noopener noreferrer" href="https://www.facebook.com/business/success/cafemedia-revelist">source</a>)</li>
</ul>
</div>
</section>
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</div>
</section>
<section id="linkedin-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _padded">
<h2>LinkedIn</h2>
<p>LinkedIn is known as the social network for business. If you're in the B2B space, LinkedIn is a must. However, even B2C companies can get value from LinkedIn depending on your target audience. Since LinkedIn's audience and purpose is fairly
different from most social networks, the way businesses approach it needs to be different as well.</p>
</div>
<div class="Tabs-section _gray _padded">
<h3>How Social Media Marketers Use LinkedIn</h3>
<p>The way you use LinkedIn will depend on your goals. For instance, many companies use it purely for sales, while others rely on it for social recruiting or content curation. LinkedIn is a powerful lead generation platform, especially if you're
implementing paid ads.</p>
<p>Other companies use it as a branding platform. With LinkedIn groups and <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/pulse">Pulse</a>, brands have a great opportunity to showcase executives and team members as
thought leaders and authorities in their industry.</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_stats.svg')">
<h3>Quick Stats</h3>
</div>
<div class="Tabs-section" style="padding: .75rem 0;">
<div class="Stats FlexGrid _2columns" style="margin: 0;">
<a target="_blank" rel="noopener noreferrer" href="http://www.adweek.com/socialtimes/social-media-minutes-day/503160/" class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">9.8 minutes</h3>
<p class="Stat-description" style="margin-top: 0;">amount of time the average user spends on LinkedIn per day.</p>
</div>
</div>
</a>
<a target="_blank" rel="noopener noreferrer" href="https://econsultancy.com/blog/63616-linkedin-users-are-more-interested-in-your-company-stats/" class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">64%</h3>
<p class="Stat-description" style="margin-top: 0;">of all visits from social media to the home page of corporate websites are from LinkedIn.</p>
</div>
</div>
</a>
<a target="_blank" rel="noopener noreferrer" href="http://www.adweek.com/socialtimes/locowise-march-2015/619104/" class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">20%</h3>
<p class="Stat-description" style="margin-top: 0;">average reach for an organic LinkedIn post compared to less than 3% for Facebook posts.</p>
</div>
</div>
</a>
<a target="_blank" rel="noopener noreferrer" href="http://www.comscore.com/Insights/Blog/Which-Social-Networks-Have-the-Most-Engaged-Audience/" class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">37%</h3>
<p class="Stat-description" style="margin-top: 0;">reach of the total digital population.</p>
</div>
</div>
</a>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_share.svg')">
<h3>What to Share</h3>
</div>
<div class="Tabs-section _padded" style="padding-top: 1.5rem;">
<p>Since the audience on LinkedIn sways toward professionals, the content you share should match. Generally people are on LinkedIn like to see industry related articles, job opportunities or content related to their own groups. The content you
share will depend on your goals and how you plan to use LinkedIn. The more industry-specific you can get, the better.</p>
<p>Here are some examples of the type of content you should post on LinkedIn depending on your goals:</p>
<ul>
<li><strong>Sales:</strong> If your goal is to get leads and sales, your content will primarily be industry articles. Curate quality content to share on your feed.</li>
<li><strong>PR & recruitment:</strong> PR and recruitment content is often related. They both have to do with highlighting your company's culture and achievements. This content should should consist of company news, behind the scenes peeks of
your company and other content that shows your brand in a positive light.</li>
<li><strong>Groups:</strong> The content you post in your groups should be specific to that audience, not necessarily your industry. For instance if you're a payroll software company in a group for human resource professionals, the content
you share should relate to HR topics beyond payroll software.</li>
<li><strong>Pulse:</strong> If you're posting on LinkedIn Pulse, it's typically to build thought leadership and showcase your industry expertise. This is where you can publish more opinion-based content such as tips and thoughts on where your
industry is going.</li>
</ul>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_keys-to-success.svg')">
<h3>Keys to Success</h3>
</div>
<div class="Tabs-section _padded">
<div class="FlexGrid _2columns" style="margin: 0;">
<div>
<h4>Publish Consistently</h4>
<p>Some brands neglect LinkedIn publishing because they're more concerned about distributing content on Facebook and Twitter. On the other hand, LinkedIn requires just as much attention as any other platform. An easy way to make sure
you don't overlook LinkedIn is to use Sprout's <a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/features/social-media-publishing">social media scheduler</a> to publish content across multiple networks.</p>
</div>
<div>
<h4>Focus on Content</h4>
<p>Over the past few years, LinkedIn evolved into a great publishing platform. In order to be successful, embrace this change and create more content. Specifically, LinkedIn wants to see original long-form content through Pulse. Pulse
is a great way to grow your thought leadership and reach a new audience.</p>
</div>
<div>
<h4>Try LinkedIn Ads</h4>
<p>With LinkedIn Ads and InMail, you can connect with people who aren't in your immediate network. You can run sidebar ads or promote posts with LinkedIn Ads, or send messages to anyone with InMail. Use a mix of paid and organic marketing
tactics to capture more leads and expand your network.</p>
</div>
<div>
<h4>Involve Sales</h4>
<p>Publishing from your business page is helpful, but if you want to get even better results get your sales team active on LinkedIn. LinkedIn is all about building a strong network, and that's much easier to do as an individual than a
business.</p>
</div>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_tactics.svg')">
<h3>Tactics</h3>
</div>
<div class="Tabs-section _padded">
<h6>Ask Employees to Get Active</h6>
<p>Your first step should be to ask employees involved with sales or marketing to open an account if they don't already have one. Have them setup profiles and send an invite to prospects, leads and clients to connect with them.</p>
<p>
<strong>Resource</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/linkedin-marketing/">Does Your LinkedIn Marketing Deliver Results?</a>
</p>
<h6>Publish an Article a Week to LinkedIn Pulse</h6>
<p>Commit to publishing one long-form article a week to LinkedIn Pulse for at least two months. This will give you time to start building authority and get an idea of how often you should publish long term. If you're getting great results from
posting once a week, then you might want to keep it up. If not, you can tone it down and publish once or twice a month. Just make sure whatever you publish is high quality.</p>
<p>
<strong>Resource</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/linkedin-lead-generation/">The Ultimate LinkedIn Lead Generation Guide</a>
</p>
<h6>Create a LinkedIn Group</h6>
<p>Joining existing groups is a great way to start making connections to get the ball rolling for your LinkedIn marketing strategy. To take things to the next level, you should create your own group for your brand. This will be a community for
your customers, leads and prospects. You can use it to share valuable content and keep members up to date on any important company news. One of the benefits of having your own group is the ability to send group announcements once per week.
Group members will receive a notification on LinkedIn as well as an email. It's like having a mini email list in LinkedIn.</p>
<p>
<strong>Resource</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/linkedin-tips/">3 Simple & Quick LinkedIn Tips to Get More Reach</a>
</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_metrics.svg')">
<h3>Metrics to Track</h3>
</div>
<div class="Tabs-section" style="padding: .75rem 0;">
<div class="FlexGrid _2columns" style="margin: 0;">
<div class="Card _inverse">
<div class="Card-body">
<h3>Page Views</h3>
<p>The number of total page views and unique visitors for your LinkedIn page.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Impressions</h3>
<p>The number of times one of your updates was shown to LinkedIn users.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Clicks</h3>
<p>The number of clicks on your content, company name or logo.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Interactions</h3>
<p>The number of likes, comments and shares on your updates.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Followers</h3>
<p>The number of followers you gained from a sponsored update.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Engagement</h3>
<p>Your number of interactions divided by impressions.</p>
</div>
</div>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_advertising-1.svg')">
<h3>Advertising on LinkedIn</h3>
</div>
<div class="Tabs-section _padded">
<p>LinkedIn is the perfect network for <a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/guide-to-social-media-advertising/">social media advertising</a> in the B2B arena. One of the key advantages is targeting
people by job title. This improves your chances of bypassing gatekeepers and getting in front of decision makers. You can even target employees of a specific company, which is great if you already have a new client in mind you want to
work with. Take advantage of everything LinkedIn Ads have to offer.</p>
<ul>
<li><strong>Sponsored content:</strong> LinkedIn gives you the option of running sidebar ads or sponsored content. If your natural inclination is to run the sidebar ads, you may want to reconsider. One of the downsides of sidebar ads is they're
easy to miss. With sponsored content your post will appear right in a user's feed which is difficult to ignore. Just make sure the content you promote is targeted to your ad's audience.</li>
<li><strong>Focus on leads, not sales:</strong> Since you've narrowed down your audience to your ideal buyers, you might be tempted to direct your ads to a pricing page to get them to sign up for your product or service. You could see a few new
customers with that approach. However, if you direct your ads to a lead generation form with a free offer–like a downloadable guide–you'll be able to capture more leads. It's much easier to get people to give you their email address
than their money.</li>
<li><strong>Sponsored InMail:</strong> If you really want to make sure your message gets seen, give Sponsored InMail a try. With sponsored InMail, you can send messages directly to your prospect's inbox on LinkedIn. You should only consider
this option for qualified leads because the pricing can vary. You also want to be able to personalize each message rather than sending the same generic InMail to dozens or hundreds of people.</li>
</ul>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_brand-1.svg')">
<h3>Brands to Learn From</h3>
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<section id="evernote-tab" class="Tabs-panel is-active" role="tabpanel">
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<ul style="padding-left: 1rem; margin-top: 0;">
<li>Shares content that’s relevant to its followers, even if it’s not directly related to its product.</li>
<li>Uses the about section to clearly explain what Evernote does and why people need it.</li>
<li>Included as a top LinkedIn business page of 2014. (<a target="_blank" rel="noopener noreferrer" href="http://www.slideshare.net/linkedin/link-company-pagestemplate129/5-Evernote_When_Evernote_released_a">source</a>)</li>
</ul>
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<li>Cross-promotes its other social profiles through LinkedIn.</li>
<li>Highlights its team members and company culture, increasing their popularity among top talent.</li>
<li>Saw great success after introducing social selling to promote its cloud-based suite of products in 2012. (<a target="_blank" rel="noopener noreferrer" href="http://www.chiefmarketer.com/ibms-social-selling-the-computer-giant-finds-b2b-leads-in-social-media/">source</a>)</li>
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<li>Posts content highlighting its partners and clients.</li>
<li>Has a consistent publishing schedule so there’s always fresh content on its feed.</li>
<li>Used sponsored content to generate 38% more leads than its other social channels at a 65% lower cost per lead. (<a target="_blank" rel="noopener noreferrer" href="https://business.linkedin.com/content/dam/me/business/en-us/marketing-solutions/case-studies/pdfs/LIKinveyCaseStudy5-17-16.pdf">source</a>)</li>
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<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/integrations/linkedin/" style="display: block; margin-top: 1.5rem;">
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</a>
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<h2>Instagram</h2>
<p>Instagram has quickly turned into a top choice for companies looking to establish their brands on social media. Although it's missing some features such as clickable links in posts, it has the highest engagement of any social media platform.
If Instagram isn't a part of your social media marketing strategy, you could be missing out on a huge opportunity.</p>
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<div class="Tabs-section _gray _padded">
<h3>How Social Media Marketers Use Instagram</h3>
<p>One of Instagram's key differentiators is its focus on keeping users within the app. Other networks like Facebook, Twitter and Pinterest rely heavily on users curating content from blogs and other websites. With Instagram the bulk of the content
lives within the app.</p>
<p>Therefore most marketers use Instagram for branding and as an additional platform for content creation.</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_stats.svg')">
<h3>Quick Stats</h3>
</div>
<div class="Tabs-section" style="padding: .75rem 0;">
<div class="Stats FlexGrid _2columns" style="margin: 0;">
<a target="_blank" rel="noopener noreferrer" href="http://www.emarketer.com/Article.aspx?R=1012238" class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">27%</h3>
<p class="Stat-description" style="margin-top: 0;">of the US population uses Instagram.</p>
</div>
</div>
</a>
<a target="_blank" rel="noopener noreferrer" href="https://www.instagram.com/press/" class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">500 million</h3>
<p class="Stat-description" style="margin-top: 0;">million monthly active users.</p>
</div>
</div>
</a>
<a target="_blank" rel="noopener noreferrer" href="http://www.emarketer.com/newsroom/index.php/instagram-continues-doubledigit-growth/" class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">51.8%</h3>
<p class="Stat-description" style="margin-top: 0;">of social media users are on Instagram.</p>
</div>
</div>
</a>
<a target="_blank" rel="noopener noreferrer" href="https://www.globalwebindex.net/blog/half-of-instagrammers-follow-brands" class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">60%</h3>
<p class="Stat-description" style="margin-top: 0;">of users login daily.</p>
</div>
</div>
</a>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_share.svg')">
<h3>What to Share</h3>
</div>
<div class="Tabs-section _padded">
<p>Instagram is the perfect network for content that showcases your brand identity. When someone looks at your Instagram profile, they should get an idea of your company culture and your brand stance. Post pictures of company outings, work being
done and other "behind the curtain" content that help customers feel a connection to your brand.</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_keys-to-success.svg')">
<h3>Keys to Success</h3>
</div>
<div class="Tabs-section _padded">
<div class="FlexGrid _2columns" style="margin: 0;">
<div>
<h4>Be Entertaining</h4>
<p>People don't go to Instagram to read articles. They use the app to be entertained and pass the time. Your Instagram posts should fulfill that need. The challenge is determining what qualifies as entertaining. Take a look at what your
competitors post to get an idea of what resonates with your audience.</p>
</div>
<div>
<h4>Don't Make It All About You</h4>
<p>Every post shouldn't be about your products, services or brand. It sounds counterproductive, but the reality is people don't want to only see your business. Share user-generated content, images about <a target="_blank" rel="noopener noreferrer"
href="http://sproutsocial.com/insights/instagram-trends-for-every-marketer/">trending topics</a> and other images or videos unrelated to your company.</p>
</div>
<div>
<h4>Use Video</h4>
<p>Instagram Videos generate more comments than images. Integrate more videos and Instagram Stories into your marketing strategy to drive engagement and connect with your audience.</p>
</div>
<div>
<h4>Be Creative</h4>
<p>Creativity will set your brand apart on Instagram. As Instagram continues to become more competitive, you need to think outside the box to stand out.</p>
</div>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_tactics.svg')">
<h3>Tactics</h3>
</div>
<div class="Tabs-section _padded">
<h6>Find Your Industry's Top Hashtags</h6>
<p>Hashtags are one of the quickest ways to get more exposure for your Instagram posts. But you have to use the right ones. Stringing random hashtags together in your <a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/instagram-caption-ideas/">Instagram captions</a> isn't going to be as effective as taking a more strategic approach. Think of keywords related to your business, and see how many times the hashtag for it is mentioned by searching Instagram. You can also look at the hashtags your competitors
are using to find more ideas. Put the top hashtags in a file you can access on your phone or computer. When you have a relevant post, you can quickly copy the hashtags over into your caption.</p>
<p>
<strong>Resource:</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/hashtags-for-instagram/">How to Grow Your Audience With Hashtags for Instagram</a>
</p>
<h6>Write a Compelling Bio</h6>
<p>A lot of brands treat their Instagram bio as an afterthought. They'll type up a quick sentence, link to their website's home page and move on. However, your bio is the first impression people will have of your brand on Instagram, so spend more
than two minutes on it. Your bio should accurately explain who you are and what you do, personify your brand and target your ideal followers.</p>
<p>
<strong>Resource:</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/instagram-bios-for-businesses/">How to Write Instagram Bios for Businesses</a>
</p>
<h6>Regram & Tag Influencers</h6>
<p>Get on the radar of established brands and influencers on Instagram by sharing (regramming) their content and tagging them. When you tag other brands in your captions or comments, they'll receive a notification showing them they were mentioned
and who mentioned them. Sometimes they may be tempted to to visit your account, especially if you're consistently tagging them in your posts. Make a list of influencers in your industry and come up with post ideas that will allow you to
mention them. A popular option is to make a quote image of something they said and credit them in your caption.</p>
<p>
<strong>Resource:</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/instagram-hacks/">10 Instagram Hacks That Actually Work</a>
</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_metrics.svg')">
<h3>Metrics to Track</h3>
</div>
<div class="Tabs-section" style="padding: .75rem 0;">
<div class="FlexGrid _2columns" style="margin: 0;">
<div class="Card _inverse">
<div class="Card-body">
<h3>Comments Received</h3>
<p>The number of comments on your posts.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Most Engaged Hashtags</h3>
<p>The hashtags you use that earn the most likes and comments.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Engagements per Follower</h3>
<p>The average number of engagements you're receiving per follower.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Engagement per Media</h3>
<p>The average number of engagements you're receiving per post.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Followers Gained</h3>
<p>How many new followers you've gained.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Referral Traffic</h3>
<p>How much traffic is coming from your Instagram posts or profile. You can find this in Google Analytics.</p>
</div>
</div>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_advertising-1.svg')">
<h3>Advertising on Instagram</h3>
</div>
<div class="Tabs-section _padded">
<p>Instagram's advertising platform (Ads on Instagram) works through Facebook Ads. That means you have access to many of the same amazing features you have with Facebook such as advanced targeting and analytics. However, keep in mind Ads on Instagram
is still fairly new so users are still getting acclimated to seeing sponsored posts in their feed. Still, the native look and feel of Instagram ads makes them far less intrusive and disruptive than traditional ads.</p>
<ul>
<li><strong>The picture is everything:</strong> Instagram is all about visuals. The more captivating your image is, the more likely a user is to ignore the "Sponsored" message and focus on your content. To make your images more eye-catching,
use vibrant colors that stand out instead of flat colors that blend in with the app.</li>
<li><strong>Pick a hashtag: </strong>Ads are great for pushing a branded hashtag when you have a relatively small following. The people that see your ad but aren't already familiar with your brands might start to pick up on your branded hashtag
and use it. Instead of doing #yourcompanyname, make your hashtag a tagline that can launch a movement like Nike's #justdoit.</li>
<li><strong>Capture leads: </strong>Ads on Instagram is about more than just getting new followers. You can actually use ads to generate new leads. Unlike regular Instagram posts, sponsored messages give you the ability to add a clickable
call-to-action in your posts. Use this to push traffic to a landing page where you can capture their email address. Just make sure your landing page is mobile friendly because people will be viewing it on their phone or tablet.</li>
</ul>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_brand-1.svg')">
<h3>Brands to Learn From</h3>
</div>
<div class="Tabs-section">
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<ul style="padding-left: 1rem; margin-top: 0;">
<li>Shares content that matches its company culture.</li>
<li>Uses its profile link to promote its latest campaigns.</li>
<li>Implements UGC through its #DogsofWeWork contest and other campaigns to expand its reach and connect with customers. (<a target="_blank" rel="noopener noreferrer" href="https://www.instagram.com/explore/tags/dogsofwework/">source</a>)</li>
</ul>
</div>
</section>
<section id="fivemiles-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Uses a consistent color scheme in its pictures to create a cohesive Instagram feed.</li>
<li>Encourages followers to engage with posts through the 5 Miles Face-Off series.</li>
<li>Launched a photo ad campaign that generated 300,000 new installs with a 30% lower cost per installation than its other online channels. (<a target="_blank" rel="noopener noreferrer" href="https://scontent-ord1-1.xx.fbcdn.net/t39.2365-6/13065871_1776542762579772_1743365779_n.pdf">source</a>)</li>
</ul>
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</section>
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<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Consistently asks followers to leave a comment or tag a friend, resulting in massive engagement.</li>
<li>Every image Foundr shares is branded with the company logo so it gets credited if someone Regrams it.</li>
<li>Grew its following from zero to over 10,000 followers in two weeks. (<a target="_blank" rel="noopener noreferrer" href="https://foundrmag.com/how-to-get-more-followers-on-instagram/">source</a>)</li>
</ul>
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</section>
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<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/integrations/instagram/" style="display: block; margin-top: 1.5rem;">
<img src="//media.sproutsocial.com/uploads/2016/06/Instagram.png">
</a>
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<section id="pinterest-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _padded">
<h2>Pinterest</h2>
<p>Before Instagram and Snapchat dominated the visual social network space, Pinterest was the go-to platform for sharing images. Although it slowed down a little after the explosion of Instagram, Pinterest is still a highly-used platform with
plenty to offer for social media marketing.</p>
</div>
<div class="Tabs-section _gray _padded">
<h3>How Social Media Marketers Use Pinterest</h3>
<p>Pinterest is a great option for certain industries. Since its main demographic is women between the ages 18-29, companies in the fashion, retail, DIY and other visually-driven industries have seen great success.</p>
<p>Pinterest is unique because many brands use it to directly drive sales. Pinterest added several features to make it easier for online retailers to showcase their products. As a result, the process of going from viewing a pin to making a purchase
is more efficient.</p>
<p>In addition to driving sales, marketers also use Pinterest for content promotion. Pinterest's grid layout allows you to create eye-catching images to promote each piece of content on your site. Combining Pinterest's highly engaged audience
with a great featured image is an excellent way to get new traffic to your site.</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_stats.svg')">
<h3>Quick Stats</h3>
</div>
<div class="Tabs-section" style="padding: .75rem 0;">
<div class="Stats FlexGrid _2columns" style="margin: 0;">
<a target="_blank" rel="noopener noreferrer" href="http://mobile.nytimes.com/blogs/bits/2015/09/17/pinterest-crosses-user-milestone-of-100-million/" class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">100 million</h3>
<p class="Stat-description" style="margin-top: 0;">active users.</p>
</div>
</div>
</a>
<a target="_blank" rel="noopener noreferrer" href="http://www.pewinternet.org/2015/01/09/social-media-update-2014/" class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">42%</h3>
<p class="Stat-description" style="margin-top: 0;">of female internet users are on Pinterest.</p>
</div>
</div>
</a>
<a target="_blank" rel="noopener noreferrer" href="https://business.pinterest.com/en/blog/project-holiday-reach-people-looking-buy-special-something" class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">93%</h3>
<p class="Stat-description" style="margin-top: 0;">of Pinners shopped online in the past six months.</p>
</div>
</div>
</a>
<a target="_blank" rel="noopener noreferrer" href="http://www.businesswire.com/news/home/20160223006600/en/" class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">80%</h3>
<p class="Stat-description" style="margin-top: 0;">of millennial Pinners say they use Pinterest to help them find things they want to buy.</p>
</div>
</div>
</a>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_share.svg')">
<h3>What to Share</h3>
</div>
<div class="Tabs-section _padded">
<p>Similar to Instagram, Pinterest is all about your images. You can add text description to your pins, but your main focus should be on your visuals. That means creating custom graphics using tools like Canva and <a target="_blank" rel="noopener noreferrer"
href="http://sproutsocial.com/landscape">Landscape</a>. If you take a look at Pinterest, you'll notice a few popular trends such as overlaying text on images and using high-quality photographs.</p>
<p>If you sell physical goods, pin pictures of them being used instead of just a generic product shot. Your images will be competing with dozens of others that are displayed on a user's feed or search results.</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_keys-to-success.svg')">
<h3>Keys to Success</h3>
</div>
<div class="Tabs-section _padded">
<div class="FlexGrid _2columns" style="margin: 0;">
<div>
<h4>Don’t Include Faces</h4>
<p>After examining over 500,000 pinned images, Curalate found pins without faces receive 23% more repins than those with faces. That doesn't mean every image you pin should be faceless, but get a healthy mix of photos with and without
them. Use it as an opportunity to pin product photos or custom graphics.</p>
</div>
<div>
<h4>DIY</h4>
<p>A <a target="_blank" rel="noopener noreferrer" href="http://comp.social.gatech.edu/papers/gilbert.chi13.pinterest.pdf">Georgia Tech University</a> study researched the most commonly used words on Pinterest. The phrase "DIY" was found
to be the most popular, which is why many craft bloggers have been successful on the platform. Think of content ideas related to your brand or industry that could translate well to a DIY post.</p>
</div>
<div>
<h4>Use Rich Pins</h4>
<p>Rich Pins are extra details added within your pins to give more insight. There are six types of Rich Pins you can use: app, movie, recipe, article, product, and place. Research from Shopify showed pins with prices receive 36% more
likes on average. Use them to encourage users to take action on your pins.</p>
</div>
<div>
<h4>Make More Boards</h4>
<p>Most brands don't create enough boards. The idea of having 20 boards may seem crazy at first, but it can actually help you grow your following. According to research from the University of Minnesota on what makes a Pinterest user popular,
the number of boards was ranked as the third most important feature.</p>
</div>
<div>
<h4>Pin Original Pictures</h4>
<p>Using Pinterest to curate images from around the web or Re-pinning content from other users is a very popular tactic. It helps your brand fill up your boards and allows you to post more frequently. However, pinning original content
can help you stand out and get more Re-pins for your own Pinterest page.</p>
</div>
<div>
<h4>Collaborate</h4>
<p>You can make boards public so other users can pin on them as well. Invite bloggers or other businesses in your industry to contribute to a collaborative board to get more exposure and network. Only do this for a select few boards though.
The majority of your Pinterest boards should be open just to you.</p>
</div>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_tactics.svg')">
<h3>Tactics</h3>
</div>
<div class="Tabs-section _padded">
<h6>Create Featured Pins for Blog Posts</h6>
<p>Pinterest is an ideal platform to promote your content. If you have a blog post you think will resonate well with Pinterest users, create a custom image to promote it. Write out a brief description, engaging headline and pin it.</p>
<p>
<strong>Resource:</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/social-media-image-sizes-guide/#pinterest">Always Up-To-Date Social Media Image Sizes</a>
</p>
<h6>Host a Pinterest Contest</h6>
<p>Pinterest contests allow you to quickly grow your following. There are several ways to host a contest, but one of the most common approaches is to push people to make UGC. You can ask participants to create a board and pin images with your
contest hashtag. Or you can create a group board with pins from all the participants.</p>
<p>
<strong>Resource:</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/pinterest-contests-hashtags/">Everything You Need to Know About Hashtags and Pinterest Contests</a>
</p>
<h6>Use Keywords</h6>
<p>Pinterest's search feature is more robust than most social networks. Treat your pins like you would treat a blog post you want to rank for in Google. Come up with a keyword you want to target and include it in the description and title of
your pin.</p>
<p>
<strong>Resource:</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/why-pinterest-guided-search-makes-your-pin-description/">Why Pinterest Guided Search Makes Your Pin Description More Important</a>
</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_metrics.svg')">
<h3>Metrics to Track</h3>
</div>
<div class="Tabs-section" style="padding: .75rem 0;">
<div class="FlexGrid _2columns" style="margin: 0;">
<div class="Card _inverse">
<div class="Card-body">
<h3>Average Daily Impressions</h3>
<p>This is the average number of times your pins appear in users' feeds.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Repins</h3>
<p>The number of repins a pin received.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Average Repins</h3>
<p>The average number of repins you receive per pin.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Unique Viewers</h3>
<p>The number of unique visitors that have seen your pins.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Clicks</h3>
<p>The number times a pin was clicked.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Referral Traffic</h3>
<p>How many visitors your website is receiving from Pinterest.</p>
</div>
</div>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_advertising-1.svg')">
<h3>Advertising on Pinterest</h3>
</div>
<div class="Tabs-section _padded">
<p>Pinterest ads don't get the same attention and notoriety of other social media advertising platforms, but it's definitely a powerful resource to have at your disposal. With <a target="_blank" rel="noopener noreferrer" href="https://business.pinterest.com/en/success-stories">plenty of case studies</a> to back its effectiveness, any brand on Pinterest can use Promoted pins to accelerate their progress.</p>
<ul>
<li><strong>Choose the right keywords:</strong> Since Pinterest users rely heavily on the search feature, you're can target your Promoted Pins based on keywords. You have the option of adding over 100 keywords to your campaign so you'll need
to be careful about not overdoing it. Pick keywords that describe your pin, not necessarily just keywords you want to rank. This will keep your ads relevant and improve conversions.</li>
<li><strong>Promote evergreen pins:</strong> You don't have to limit your promoted pins to one-off promotions. Instead, use evergreen pins with no expiration date. Just like normal pins, your promoted ones can be repinned and shared. Use promoted
pins to boost some of your best performing blog posts so the pin will live on even after you stop the ad campaign.</li>
<li><strong>Add a CTA:</strong> If you take a look at pins being used to promote a blog post, you'll notice a majority don't have any call to action. They generally have a nice looking image, the blog post title in the description a a link
to the article. There's nothing to compel people to take action outside of linking to your post. For your promoted posts, take the extra steps to include a CTA like "Click here to learn more."</li>
</ul>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_brand-1.svg')">
<h3>Brands to Learn From</h3>
</div>
<div class="Tabs-section">
<div class="Tabs _vertical" style="margin-top: 1.5rem;">
<nav class="Tabs-list js-tab-group" role="tablist">
<button class="Tabs-button is-active js-tab-switch" role="tab" title="Etsy" data-target="#etsy-tab">
<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 339 160.8"><title>Etsy</title><path d="M36.4 58.1V12.6c0-1.7.2-2.7 3-2.7h38.5c6.7 0 10.4 5.7 13.1 16.5l2.2 8.6h6.6C101 10.6 102 0 102 0S85.5 1.9 75.7 1.9H26.4L0 1v7.1l8.9 1.7c6.2 1.2 7.7 2.5 8.2 8.2 0 0 .5 16.8.5 44.6s-.5 44.4-.5 44.4c0 5-2 6.9-8.2 8.1L0 116.8v7.1l26.4-.8h44.1c9.9 0 33 .8 33 .8.5-6.1 3.9-33.5 4.4-36.5h-6.2l-6.6 15C89.9 114.1 82.3 115 73.9 115H48.8c-8.4 0-12.5-3.4-12.5-10.6V66s18.3 0 24.7.5c4.7.3 7.6 1.7 9.1 8.2l2 8.8h7.2l-.5-22.1 1-22.2h-7.2L70.4 49c-1.5 6.4-2.5 7.6-9.1 8.2-7.4.8-24.9.7-24.9.7v.2zM136.2 17.3c-2.4 10.4-4.7 18.5-13 23.9-5 3.4-10.1 4.5-12.1 4.7v6.4h15V104c0 14.5 9.6 21.5 22.4 21.5 9.9 0 20.2-4.2 23.7-13l-3.5-4.5c-1.7 2.9-7.1 7.1-13.8 7.1-7.4 0-11.4-5.1-11.4-17.8V51.7l24.9 1.9 1.3-11.4-26.3 1V17.5l-7.2-.2zM189.4 96.8l-6.4.2c.3 3.7.5 8.4.5 12.8 0 4.5-.2 8.8-.5 10.8 0 0 12.8 4.7 25.8 4.7 17.5 0 31.5-8.4 31.5-24.9 0-28.3-42.4-24.1-42.4-43.1 0-7.9 7.1-10.9 14.8-10.9 6.1 0 11.1 2.2 12.1 5.4l4.2 12.6 6.2-.3c.5-6.7.8-14.5 1.9-20.7-5.4-2.4-16.7-3.7-23.7-3.7-16.5 0-29.8 7.2-29.8 23.4 0 28.1 41.4 22.4 41.4 43.1 0 7.4-4.5 12.6-14.8 12.6-9.4 0-14.1-4.9-16-9.8l-4.8-12.2zM290.8 116.3c-9.7 27.2-21.7 34.3-32.4 34.3-4.5 0-6.7-2-7.4-5.2l-2.5-13.1-7.1.3c-1.3 7.7-2.7 16.3-4.5 23.4 4.2 3.2 11.3 4.9 16.8 4.9 11.6 0 29.2-1.5 45.4-39.8l27.1-63.8c2.2-5.2 3-5.7 9.4-8.2l3.5-1.3v-5.9l-16 .8-17.1-.8v5.9l4.4 1.3c4.4 1.3 6.4 3 6.4 6.1 0 1.5-.5 3-1.3 5.4C313 67 297.4 105 293.2 113l4.2-1.5c-7.4-18.3-18.6-48.9-20.3-54.1-.3-1-.5-1.8-.5-2.7 0-2.7 1.8-4.9 5.9-5.7l5.5-1.2v-5.9l-23 .8-18.3-.8v5.9l3 1c4.2 1.3 5.2 2.5 7.7 8.4 13.9 31.9 20.5 49.4 29.4 72.2l4-13.1z"/></svg>
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<button class="Tabs-button js-tab-switch" role="tab" title="Living Royal" data-target="#livingroyal-tab">
<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 78.82 54"><title>Living Royal</title><path d="M26 39.61V1.16h9.5v30.18h10.64v8.27H26z" fill="#fff"/><path d="M58.51 39.61H47.18v-1.08q0-6.61-.09-13.22v-8.5q0-1.79.12-3.58a4 4 0 0 0-2.69-4 10.16 10.16 0 0 0-3.23-.5h-4.96V1.15h.41l5-.07a19.36 19.36 0 0 1 5.54.58 15.31 15.31 0 0 1 3.58 1.43 12.28 12.28 0 0 1 1.84 1.16 9.37 9.37 0 0 1 2.89 3.87 11.51 11.51 0 0 1-.75 10.47 9.85 9.85 0 0 1-.94 1.19 11.27 11.27 0 0 1-5.4 3.41 1.83 1.83 0 0 0 .13.42c.33.53.67 1.05 1 1.58l.88 1.41 2.18 3.54c1.14 1.86 2.26 3.72 3.4 5.58.77 1.25 1.55 2.48 2.33 3.72.03.03.05.08.09.17zM52.36 44.83a4 4 0 0 1 4 4.08 4.09 4.09 0 1 1-8.18 0 4 4 0 0 1 4.18-4.08zm3.18 4a3.4 3.4 0 0 0-.71-2.06A3.21 3.21 0 0 0 49.19 48a3.78 3.78 0 0 0 0 1.81 3.19 3.19 0 0 0 4.18 2.37 3.37 3.37 0 0 0 2.17-3.35zM26 46.26v6.52h-.7V45a6.75 6.75 0 0 1 .83 0 .54.54 0 0 1 .27.25l4.18 6 .24.32V45h.74v7.8h-.82a.41.41 0 0 1-.24-.19l-3.22-4.69c-.39-.57-.79-1.13-1.19-1.69zM39.42 45.88l-.51.5a7.9 7.9 0 0 0-1.18-.65 3.25 3.25 0 0 0-4.34 3.54 3.14 3.14 0 0 0 2.11 2.87 3.89 3.89 0 0 0 3-.19.4.4 0 0 0 .23-.26v-2.24h-1.85v-.69h2.63v3.29a.45.45 0 0 1-.21.33 6.82 6.82 0 0 1-2.47.61 5.1 5.1 0 0 1-2-.38c-2.22-.85-2.83-3.61-1.96-5.45a4.19 4.19 0 0 1 6.27-1.53zM42.77 45c1.08 0 2.13 0 3.18.11a2.12 2.12 0 0 1 .86.27 1.63 1.63 0 0 1 .9 1.88 1.83 1.83 0 0 1-1.65 1.8l-.26.07L48 52.8h-.85a.37.37 0 0 1-.15-.2c-.64-1.05-1.29-2.11-1.92-3.17a.44.44 0 0 0-.46-.26h-1v3.26c0 .3-.08.41-.38.38a3.57 3.57 0 0 0-.43 0V45zm.82 3.48h.88A9.89 9.89 0 0 0 46 48.3a1.17 1.17 0 0 0 1-1.24 1.2 1.2 0 0 0-1-1.2 9.72 9.72 0 0 0-2.42-.13v2.75zM68.92 52.8a7.4 7.4 0 0 1-.76 0 .35.35 0 0 1-.22-.19c-.24-.51-.47-1-.68-1.54a.35.35 0 0 0-.38-.26H63.4a.35.35 0 0 0-.38.26c-.19.48-.43.95-.6 1.44a.42.42 0 0 1-.51.32h-.52c.12-.25.21-.45.3-.65q1-2.41 2.09-4.83c.29-.68.58-1.37.85-2.07A.32.32 0 0 1 65 45c.54 0 .54 0 .75.48l2.91 6.7c.06.21.15.39.26.62zM65.14 46h-.08l-1.6 4h3.37zM19.43 51.72c.48-1.37 1-2.73 1.45-4.1.28-.76.6-1.51.87-2.27a.4.4 0 0 1 .49-.35 4.33 4.33 0 0 0 .51 0l-.24.64c-.69 1.79-1.39 3.57-2.07 5.36-.2.51-.36 1-.56 1.55a.42.42 0 0 1-.29.22c-.64.05-.64 0-.88-.57-.63-1.63-1.24-3.26-1.87-4.88-.29-.76-.6-1.51-.91-2.29h.9l2.53 6.68h.08zM58.9 52.81v-.39-2.18a2.46 2.46 0 0 0-.48-1.6c-.71-1.07-1.43-2.14-2.15-3.21L56 45a8.22 8.22 0 0 1 .88 0 .47.47 0 0 1 .27.22c.66 1.07 1.31 2.14 2 3.21l.17.27a1.7 1.7 0 0 0 .15-.17c.68-1.07 1.37-2.13 2-3.21a.57.57 0 0 1 .66-.32 4.72 4.72 0 0 0 .54 0l-.24.38c-.84 1.26-1.69 2.52-2.52 3.78a1.13 1.13 0 0 0-.17.57v2.67c0 .3-.08.42-.38.38a3.84 3.84 0 0 0-.46.03zM14.34 52.77H9.89V45h.8v7.09h3.65v.64zM69.34 52.77v-7.72h.73v7.07h3.67v.65h-4.4zM15.56 52.78h-.79v-7.73h.79v7.73zM23.89 52.78h-.77v-7.72h.78v7.73z" fill="#fff"/></svg>
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<button class="Tabs-button js-tab-switch" role="tab" title="Jetsetter" data-target="#jetsetter-tab">
<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 151.5 37.17"><title>Jetsetter</title><path d="M9.11 27.23A6.17 6.17 0 0 1 4.17 25l2.09-2.33A3.73 3.73 0 0 0 9 24.15c1.25 0 2-.76 2-2.5v-9.73h3.41v9.88c.05 3.67-2.11 5.43-5.3 5.43zM20 27V11.92h11.4v3h-8.09v3.06h7.12v3h-7.12v3.17h8.2v3H20zM43.47 15v12h-3.33V15h-4.59v-3.08h12.51V15h-4.59zM58.51 18.65c3.37.73 4.92 2 4.92 4.29 0 2.61-2.16 4.29-5.16 4.29a8.84 8.84 0 0 1-6.17-2.42l1.06-1.25a7.19 7.19 0 0 0 5.18 2.14c2 0 3.37-1.06 3.37-2.59s-.76-2.22-3.93-2.89c-3.47-.75-5.07-1.88-5.07-4.38s2.09-4.14 5-4.14A7.88 7.88 0 0 1 63 13.56l-1 1.32a6.63 6.63 0 0 0-4.36-1.64c-2 0-3.21 1.08-3.21 2.46s.76 2.24 4.08 2.95zM80 13.47h-9.23v5.16H79v1.55h-8.23v5.28h9.32V27h-11V11.92H80v1.55zM91.4 27h-1.73V13.49h-5.06v-1.57h11.86v1.58H91.4V27zM107.54 27h-1.73V13.49h-5.07v-1.57h11.86v1.58h-5.07V27zM128.89 13.47h-9.21v5.16h8.24v1.55h-8.24v5.28H129V27h-11V11.92h10.91v1.55zM145 27l-4.38-5.87h-4.31V27h-1.7V11.92h6.49c3.32 0 5.46 1.79 5.46 4.51 0 2.52-1.73 4-4.1 4.42l4.62 6.15H145zm-4-13.52h-4.66v6.13h4.64c2.26 0 3.88-1.17 3.88-3.13s-1.47-2.99-3.86-2.99z" fill="#fff"/></svg>
</button>
</nav>
<section id="etsy-tab" class="Tabs-panel is-active" role="tabpanel">
<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Uses analytics and data to help decide what to Pin next.</li>
<li>Installed Pin-it buttons on Etsy.com to make it easy for people to Pin products to their own board.</li>
<li>One Etsy seller used Pinterest to increase sales per week by 20%. (<a target="_blank" rel="noopener noreferrer" href="https://business.pinterest.com/en/success-stories/etsy">source</a>)</li>
</ul>
</div>
</section>
<section id="livingroyal-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Uses long, vertical images to help Pins stand out on Pinterest’s grid layout.</li>
<li>Pins images that have performed well on other online platforms and ad campaigns.</li>
<li>Used promoted Pins to generate 40% higher conversion rate than similar channels. (<a target="_blank" rel="noopener noreferrer" href="https://business.pinterest.com/en/success-stories/living-royal">source</a>)</li>
</ul>
</div>
</section>
<section id="jetsetter-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Jetsetter teamed up with Turks & Caicos to create a group board, which expanded their reach on Pinterest to a new audience.</li>
<li>Uses its Facebook page to promote the Pinterest profile.</li>
<li>Hosted a Pin it to win it contest that increased the website’s pageviews by 150%. (<a target="_blank" rel="noopener noreferrer" href="http://mashable.com/2012/05/23/jetsetter-pinterest/#CE0cKMvGlPqb">source</a>)</li>
</ul>
</div>
</section>
</div>
</div>
<div class="Tabs-section">
<a target="_blank" rel="noopener noreferrer" href="//sproutsocial.com/pricing" style="display: block; margin-top: 1.5rem;">
<img src="//media.sproutsocial.com/uploads/sprout-cta-default.png" alt="Social Media Management Tools for Business">
</a>
</div>
</section>
<section id="snapchat-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _padded">
<h2>Snapchat</h2>
<p>Snapchat is the newest player in the social media app world. Marketers are still figuring out the best use for the video sharing network, but there's more than enough reason to make it a priority in your social media marketing strategy.</p>
<p>One of the challenges of Snapchat is the temporary nature of the content. After a day, your Snapchat stories are removed from the app unless you save them elsewhere. It forces brands to get creative and come up with new ideas each day.</p>
</div>
<div class="Tabs-section _gray _padded">
<h3>How Social Media Marketers Use Snapchat</h3>
<p>Snapchat is primarily used for branding purposes. Since the network is entirely mobile and visually based, you don't have some of the perks of other networks. For example, you can't link back to your site or share full articles. Therefore,
most companies use it as a platform to connect with their audience.</p>
<p>The main feature of <a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/snapchat-for-business/">Snapchat for business</a> is stories. This allows you to string multiple Snaps together and create a "story."</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_stats.svg')">
<h3>Quick Stats</h3>
</div>
<div class="Tabs-section" style="padding: .75rem 0;">
<div class="Stats FlexGrid _2columns" style="margin: 0;">
<a target="_blank" rel="noopener noreferrer" href="http://venturebeat.com/2015/05/26/snapchat-has-100m-daily-users-65-of-whom-upload-photos/" class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">100 million</h3>
<p class="Stat-description" style="margin-top: 0;">daily active users.</p>
</div>
</div>
</a>
<a target="_blank" rel="noopener noreferrer" href="http://www.emarketer.com/Article/Millennials-Smile-Snapchat/1012324" class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">30%</h3>
<p class="Stat-description" style="margin-top: 0;">of millennials in the U.S. use Snapchat.</p>
</div>
</div>
</a>
<a target="_blank" rel="noopener noreferrer" href="http://www.recode.net/2015/3/12/11560116/snapchats-ad-rates-for-its-discover-feature-are-really-high" class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">1 million</h3>
<p class="Stat-description" style="margin-top: 0;">number of times Snapchat Ads are viewed per day.</p>
</div>
</div>
</a>
<a target="_blank" rel="noopener noreferrer" href="http://www.bloomberg.com/news/articles/2016-04-28/snapchat-user-content-fuels-jump-to-10-billion-daily-video-views" class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">10 billion</h3>
<p class="Stat-description" style="margin-top: 0;">number of video views on Snapchat per day.</p>
</div>
</div>
</a>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_share.svg')">
<h3>What to Share</h3>
</div>
<div class="Tabs-section _padded">
<p>There are plenty of options for what content to share on Snapchat. Some brands like to give a behind the scenes look at life at the company. Others share coupons and flash sales to take advantage of the temporary nature of the app.</p>
<p>Snapchat is for entertainment. Mentioning products or promotions is fine, but you have to do it in a way that's not a blatant advertisement. Otherwise people won't stay engaged.</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_keys-to-success.svg')">
<h3>Keys to Success</h3>
</div>
<div class="Tabs-section _padded">
<div class="FlexGrid _2columns" style="margin: 0;">
<div>
<h4>Snap in the Moment</h4>
<p>Part of the beauty of Snapchat is it allows you to capture moments as they happen. Instead of trying to plan everything in advance, be on the lookout for candid moments worth snapping.</p>
</div>
<div>
<h4>Create a Storyline</h4>
<p>If you want to keep people consistently engaged with your brand on Snapchat, come up with storylines for your stories rather than just combining several random photos and videos. Your followers will have an urge to see what happens
next.</p>
</div>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_tactics.svg')">
<h3>Tactics</h3>
</div>
<div class="Tabs-section _padded">
<h6>Enable Story Replies</h6>
<p>Story replies allow users to directly reply to one of your brand's stories by swiping up on their screen. Story replies allow you to better engage with your audience and try creative techniques like Q&A sessions, contests and giveaways.</p>
<p>
<strong>Resource:</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/engagement-on-snapchat/">Increase Engagement on Snapchat With Custom Content & Story Replies</a>
</p>
<h6>Work With Influencers</h6>
<p>Unlike many social networks, the top Snapchat accounts aren't businesses and celebrities. The most followed accounts are often social media stars and everyday people that create entertaining stories. Top brands and agencies realize this and
are using it to their advantage. You can do the same by linking up with influencers with a large following and letting them take over your Snapchat account for a day. Their followers will rush to your account to see what's being snapped,
which can quickly grow your audience.</p>
<p>
<strong>Resource:</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/snapchat-for-business/">How to Creatively Use Snapchat for Business</a>
</p>
<h6>Launch Exclusives</h6>
<p>Since Snapchat content has an expiration date, it's the perfect channel to offer limited time offers and deals. Occasionally, make a snap offering an exclusive discount for your Snapchat followers. The key is to only promote it on Snapchat
so it entices customers to follow you there.</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_metrics.svg')">
<h3>Metrics to Track</h3>
</div>
<div class="Tabs-section" style="padding-top: 1.5rem;">
<p>Unfortunately Snapchats statistics are somewhat limited right now and there is no built-in analytics dashboard yet. If you want to track your historical data, you'll have to do it manually. But here are the main two metrics to monitor.</p>
</div>
<div class="Tabs-section">
<div class="FlexGrid _2columns" style="margin: 0;">
<div class="Card _inverse">
<div class="Card-body">
<h3>Views</h3>
<p>The number of views your snaps or stories have received.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Screenshots Taken</h3>
<p>How many times people have taken a screenshot of your snaps.</p>
</div>
</div>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_advertising-1.svg')">
<h3>Advertising on Snapchat</h3>
</div>
<div class="Tabs-section _padded">
<p>Snapchat's advertising platform is still in its infancy stage. It was only available to a few companies during the initial launch. More companies have joined, but it's still not an open platform. If you want to test out Snap Ads, you'll have
to <a target="_blank" rel="noopener noreferrer" href="https://support.snapchat.com/en-US/co/inquiries">apply online</a>. Every ad is manually reviewed by Snapchat. This makes the costs are significantly higher than other social media advertising
platforms, which creates a larger barrier to entry.</p>
<p>However, initial tests for Snap Ads look very promising. According to Snapchat, <a target="_blank" rel="noopener noreferrer" href="https://www.snapchat.com/ads">the swipe-up rate</a> for Snap Ads is 5 times higher than the average click-through
rate for comparable platforms. For brands looking to reach a younger demographic, Snap Ads could be a viable option. The app is used by 41% of 18-34 year olds in the US.</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_brand-1.svg')">
<h3>Brands to Learn From</h3>
</div>
<div class="Tabs-section">
<div class="Tabs _vertical" style="margin-top: 1.5rem;">
<nav class="Tabs-list js-tab-group" role="tablist">
<button class="Tabs-button is-active js-tab-switch" role="tab" title="Warby Parker" data-target="#warbyparker-tab">
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<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Creates recurring Snapchat series like “Desk Job” to keep followers anxious for the next story.</li>
<li>Uses its larger social media accounts to help grow the Snapchat following.</li>
<li>Released its first Snapchat exclusive set of glasses, only available to its followers. (<a target="_blank" rel="noopener noreferrer" href="https://techcrunch.com/2016/07/20/warby-parker-snapchat-exclusive/">source</a>)</li>
</ul>
</div>
</section>
<section id="redbull-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Creates high energy snaps aligned with its brand and audience.</li>
<li>Encourages fans to create UGC through its sponsored filters.</li>
<li>Allows influencers to temporarily take over its Snapchat for a day. (<a target="_blank" rel="noopener noreferrer" href="http://www.redbull.com/us/en/snow/stories/1331708541756/mark-mcmorris-snapchat-story">source</a>)</li>
</ul>
</div>
</section>
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<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Got a headstart on other brands by being an early adopter of Snapchat.</li>
<li>Uses Snapchat for two-way communication by asking followers to respond and participate rather than just broadcasting snaps.</li>
<li>Launched the first Snapchat scavenger hunt contest, which increased followers by 20%. (<a target="_blank" rel="noopener noreferrer" href="http://shortyawards.com/7th/grubhub-on-snapchat">source</a>)</li>
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</section>
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</div>
<div class="Tabs-section">
<a target="_blank" rel="noopener noreferrer" href="//sproutsocial.com/pricing" style="display: block; margin-top: 1.5rem;">
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<section id="googleplus-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _padded">
<h2>Google+</h2>
<p>The question of Google+ still being worthwhile for marketers is asked all the time. After some initial momentum during its launch, the buzz has kind of fizzled when compared to newer networks like Instagram or Snapchat. But that doesn't mean
it's time to call it quits.</p>
</div>
<div class="Tabs-section _gray _padded">
<h3>How Social Media Marketers Use Google+</h3>
<p>Social media marketers use Google+ a few different ways, but it's primarily used to distribute content. Whether it's curating articles from around the web or promoting your own content, Google+ is still a great platform for distribution.</p>
<p>Another good use of Google+ is for community management. Brands have the ability to create communities where customers and followers can interact and get information.</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_stats.svg')">
<h3>Quick Stats</h3>
</div>
<div class="Tabs-section" style="padding: .75rem 0;">
<div class="Stats FlexGrid _2columns" style="margin: 0;">
<a target="_blank" rel="noopener noreferrer" href="http://www.emarketer.com/Article/LinkedIn-Lives-Up-Its-B2B-Reputation/1011967" class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">64%</h3>
<p class="Stat-description" style="margin-top: 0;">of B2B companies in the U.S. use Google+ to distribute content.</p>
</div>
</div>
</a>
<a target="_blank" rel="noopener noreferrer" href="http://www.adweek.com/socialtimes/which-apps-are-the-class-of-2015-using-infographic/622614" class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">25%</h3>
<p class="Stat-description" style="margin-top: 0;">of high school students used Google+ daily in 2015.</p>
</div>
</div>
</a>
<a target="_blank" rel="noopener noreferrer" href="http://www.marketingpilgrim.com/2014/01/facebook-is-the-most-visited-social-network-twitter-and-google-tied-for-3rd.html" class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">28%</h3>
<p class="Stat-description" style="margin-top: 0;">of millennials use Google+ at least once a month.</p>
</div>
</div>
</a>
<a target="_blank" rel="noopener noreferrer" href="http://www.emarketer.com/Article/Young-Users-Zoom-on-Instagram/1011795" class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">37%</h3>
<p class="Stat-description" style="margin-top: 0;">of social media users are on Google+.</p>
</div>
</div>
</a>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_share.svg')">
<h3>What to Share</h3>
</div>
<div class="Tabs-section _padded" style="padding-top: 1.5rem;">
<p>The most common type of content shared on Google+ is curated articles. Make Google+ a step in your publishing checklist. After your article goes live, create a Google+ post with a brief description and a link to the article. Google+ will pull
in the meta data and an image to make your post visually appealing.</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_keys-to-success.svg')">
<h3>Keys to Success</h3>
</div>
<div class="Tabs-section _padded">
<div class="FlexGrid _2columns" style="margin: 0;">
<div>
<h4>Promote Your Page</h4>
<p>Google+ pages aren't the easiest to find. When you Google a brand's name, you'll typically see their Facebook and Twitter pages in the results. In order find a company's Google+ page, you have to search "Company Name Google+" or search
on <a target="_blank" rel="noopener noreferrer" href="https://plus.google.com/">plus.google.com</a>. To make sure people are aware of your Google+ page, link to it on your site like your other profiles and promote it as much as
possible.</p>
</div>
<div>
<h4>Be Consistent</h4>
<p>Like with any other social network, consistency is key. Since Google+ has a bit of a reputation for being a ghost town, going long periods of time without posting anything new can signal to your followers your page is no longer active.
Use Sprout Social to <a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/integrations/google-plus/">schedule your Google+ posts</a> for the week and avoid inactivity.</p>
</div>
<div>
<h4>Be Visual</h4>
<p>Google+ has made efforts to increase the importance of visuals in posts. Google enlarged the photo sizes as well as redesigned the stream to make images stand out even more. Add images or YouTube videos to your posts to make them pop.</p>
</div>
<div>
<h4>Optimize Your Profile</h4>
<p>In addition to adding a header and profile photo, take the time to write a company description that includes relevant keywords. You also have the ability to add multiple URL's, which can go to your blog or other social media accounts.</p>
</div>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_tactics.svg')">
<h3>Tactics</h3>
</div>
<div class="Tabs-section _padded">
<h6>Host Hangouts</h6>
<p>Hangouts were one of the most anticipated features with Google+. In fact, after Google+ removed several features, Hangouts continued to improve. Use Google+ Hangouts to host live chats, webinars and other video events for your audience. Come
up with a compelling topic, invite as many people as possible and launch your event on Hangouts.</p>
<p>
<strong>Resource:</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/google-hangout-habits-successful-community-managers/">Google+ Hangout: Habits of Successful Community Managers</a>
</p>
<h6>Format Your Posts</h6>
<p>A big advantage to Google+ over other social networks is the ability to format text. You can add bold, italics, or strikethroughs in your post by using these simple commands:</p>
<ul>
<li>*Text* = Bold</li>
<li>_Text_ = Italics</li>
<li>-Text- = Strikethrough</li>
</ul>
<p>
<strong>Resource:</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/google-plus-features-business/">Upgrade Your Strategy With These Little-Known Google+ Features</a>
</p>
<h6>Join Communities</h6>
<p>Communities are where you'll find the most active Google+ users. Search for keywords related to your industry to find relevant communities for your brand to join. Check the dates of the latest posts to see how active the community is on Google+.
If people are posting regularly, join and start contributing.</p>
<p>
<strong>Resource:</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/is-google-plus-dead/">Why You Should Should Stop Asking Is Google Plus Dead</a>
</p>
</div>
<div class="Tabs-section _heading" style="margin-top: .75rem; background-image: url('//media.sproutsocial.com/uploads/ugsmm_metrics.svg')">
<h3>Metrics to Track</h3>
</div>
<div class="Tabs-section" style="padding: .75rem 0;">
<div class="FlexGrid _2columns" style="margin: 0;">
<div class="Card _inverse">
<div class="Card-body">
<h3>Views</h3>
<p>The number of views your Google+ page has received.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Actions on Posts</h3>
<p>How many actions have been taken on your posts such as +1's and comments.</p>
</div>
</div>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_advertising-1.svg')">
<h3>Advertising on Google+</h3>
</div>
<div class="Tabs-section _padded">
<p>Google+ no longer has its own advertising platform. During its early stages, there was a feature called <a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/how-to-use-google-post-ads/">Google +Post Ads</a>,
but that has since been retired. If you want to advertise on Google, <a target="_blank" rel="noopener noreferrer" href="https://www.google.com/adwords/">explore AdWords</a>, which will allow you to advertise on Google's search and display
networks.</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_brand-1.svg')">
<h3>Brands to Learn From</h3>
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<li>Uses the Android Google+ community to reach more people and drive engagement.</li>
<li>Posts a mix of photos, links, GIFs and video content.</li>
<li>Asks questions to spark discussions in the comments section.</li>
</ul>
</div>
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<section id="techcrunch-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _gray" style="padding: .75rem;">
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<li>Aggregates its latest blog posts for extra exposure.</li>
<li>Includes a featured image with each post.</li>
<li>Uses Google+ to connect with its core audience of techies.</li>
</ul>
</div>
</section>
<section id="nasa-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Posts content exclusively for Google+.</li>
<li>Includes a brief description for the links it shares instead of just using a headline.</li>
<li>Uses high-quality photos that resonate with its followers.</li>
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<img src="//media.sproutsocial.com/uploads/2016/06/Google_.png">
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<div style="text-align: right; padding: .75rem; margin-top: 1.5rem;">
<a href="#Network-Tabs">Return to network selection</a>
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<div class="Tabs _horizontal _bordered" style="margin-top: 1.5rem;">
<div class="Tabs-list _large _gray js-tab-group" role="tablist">
<button class="Tabs-button _twitter is-active js-tab-switch"
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<button class="Tabs-button _facebook js-tab-switch"
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<span class="icon _before _facebook"></span>
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<section id="twitter-tab" class="Tabs-panel is-active" role="tabpanel">
<div class="Tabs-section _padded">
<h2>Twitter</h2>
<p>Twitter is one of the first social networks businesses start with. It's simple to setup, has a large audience and is more developed than newer platforms.</p>
<p>Possibly the biggest challenge companies face with Twitter is figuring out a way to stand out on such a noisy network. Thousands of Tweets are sent out every second, so capturing the attention of your followers can be difficult.</p>
</div>
<div class="Tabs-section _gray _padded">
<h3>How Social Media Marketers Use Twitter</h3>
<p>Twitter is an amazing resource for content discovery. When people want to know what’s going on in the world or search for content on a particular topic, they go to Twitter. As a result, one of Twitter’s main uses for marketers is curation. Twitter makes it easy to share content with the masses, which makes it perfect for marketers.</p>
<p>The other way businesses and social media marketers use Twitter is for communication. Twitter succeeded because it connects consumers with their favorite brands. Instead of sending out thousands of paper surveys or forcing customers to complete online forms, you can head to Twitter to see how customers feel about your brand. It's the top network for <a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/social-customer-service/">social customer service</a> because users can communicate in real time.</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_stats.svg')">
<h3>Quick Twitter Stats</h3>
</div>
<div class="Tabs-section" style="padding: .75rem 0;">
<div class="Stats FlexGrid _2columns" style="margin: 0;">
<a target="_blank"
rel="noopener noreferrer"
href="https://about.twitter.com/company"
class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">310 million</h3>
<p class="Stat-description" style="margin-top: 0;">monthly active users.</p>
</div>
</div>
</a>
<a target="_blank"
rel="noopener noreferrer"
href="http://www.searchenginepeople.com/blog/twitter-for-small-business-infographic.html"
class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">37%</h3>
<p class="Stat-description" style="margin-top: 0;">of Twitter users will buy from a brand they follow.</p>
</div>
</div>
</a>
<a target="_blank"
rel="noopener noreferrer"
href="https://twitter.com/jack/status/705423142970327040"
class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">19%</h3>
<p class="Stat-description" style="margin-top: 0;">lift in customer satisfaction for companies using Twitter for customer service.</p>
</div>
</div>
</a>
<a target="_blank"
rel="noopener noreferrer"
href="https://blog.twitter.com/2015/research-four-ways-brands-can-build-customer-service-relationships-on-twitter"
class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">76%</h3>
<p class="Stat-description" style="margin-top: 0;">of consumers are likely to recommend a brand after receiving friendly service.</p>
</div>
</div>
</a>
<a target="_blank"
rel="noopener noreferrer"
href="https://blog.twitter.com/2014/study-exposure-to-brand-tweets-drives-consumers-to-take-action-both-on-and-off-twitter"
class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">54%</h3>
<p class="Stat-description" style="margin-top: 0;">of users surveyed by Twitter reported they had taken action after seeing a brand mentioned in Tweets.</p>
</div>
</div>
</a>
<a target="_blank"
rel="noopener noreferrer"
href="https://blog.twitter.com/2014/study-exposure-to-brand-tweets-drives-consumers-to-take-action-both-on-and-off-twitter"
class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">80%</h3>
<p class="Stat-description" style="margin-top: 0;">of Twitter users have mentioned a brand in a Tweet.</p>
</div>
</div>
</a>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_share.svg')">
<h3>What to Share</h3>
</div>
<div class="Tabs-section _padded" style="padding-top: 1.5rem;">
<p>You can Tweet your blog posts, articles from around the web, industry news and more. The key is to share content that’s valuable to your audience. You can also share content that promotes your business, but do it sparingly.</p>
<p>If you're lost on what to share, take a look at your competitors. What type of content do they share? Use that as a starting point to build your own strategy. Also keep in mind a majority of your Tweets should be conversational rather than broadcasts. The most effective way to grow your Twitter account is to engage with others.</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_keys-to-success.svg')">
<h3>Keys to Success</h3>
</div>
<div class="Tabs-section _padded">
<div class="FlexGrid _2columns" style="margin: 0;">
<div>
<h4>Be Consistent</h4>
<p>Since Twitter moves quickly, you need to Tweet consistently or your followers will forget about you. Most of your followers won’t see your Tweets when you first share them. This means you need to Tweet multiple times throughout the day to increase your visibility. Avoid long periods of inactivity so your profile looks up to date at all times.</p>
</div>
<div>
<h4>Get Visual</h4>
<p><a target="_blank" rel="noopener noreferrer" href="https://blog.twitter.com/2014/what-fuels-a-tweets-engagement">According to Twitter</a>, including photos in your Tweets can boost Retweets by 35%. Adding videos can increase them by 28%. In addition to using visuals directly in your Tweets, it’s a good idea to <a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/twitter-cards-guide/">setup Twitter cards</a> on your site as well. Whenever you share a link to your blog post, a featured image will be included in the Tweet to make it stand out.</p>
</div>
<div>
<h4>Plan Ahead</h4>
<p>Use your social media dashboard to schedule Tweets ahead of time. This will allow you to Tweet outside of regular business hours and keep your timeline active throughout the day. If your brand is new to Twitter, you can’t afford to go days without Tweeting because you forgot. When you’re building your initial following, being active gives people a chance to build familiarity with you.</p>
</div>
<div>
<h4>Engage</h4>
<p>Twitter is all about communication. Reply, like and Retweet other people as often as possible. Engaging will put you on users' radar who otherwise wouldn't have any idea who you are. Whenever you like, mention, Retweet or reply to someone, they receive a notification. They’ll see <a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/twitter-handle/">your Twitter handle</a> in the notification and hopefully click through to view your profile.</p>
</div>
<div>
<h4>Have Personality</h4>
<p>Nobody wants to follow dull accounts. Even if you’re Tweeting on behalf of your company, it should still feel human. Entertaining Tweets entice people to keep following you. In addition to being famous, many <a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/celebrity-social-media-management/">celebrities engage on Twitter</a> successfully because they’re entertaining. You don’t have to go on rants like Kanye West, but infusing your personality into your Tweets can go a long way.</p>
</div>
<div>
<h4>Be Present</h4>
<p>We hate to bring up Twitter’s fast pace again, but it’s a reality. You need to be up to date on what’s happening in Twitter world such as trending topics and popular hashtags. Spend time each day looking through what’s trending topics and think of ways to join conversations even if they aren’t completely related to your industry.</p>
</div>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_tactics.svg')">
<h3>Tactics</h3>
</div>
<div class="Tabs-section _padded">
<p>Growing your Twitter audience revolves around your ability to engage and share great content. There are no tricks or gimmicks, but these tactics will get you on the right track:</p>
<h6>Optimize Your Profile</h6>
<p>The purpose of your profile is to showcase what your business is all about. It could be the first time someone sees your brand on Twitter, so you want to make a lasting impression. Fill out your profile completely including an enticing bio that tells people what your business does.</p>
<p>
<strong>Resource</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/support-marketing-campaigns-twitter-profile-tips/">How Twitter Profiles Can Support Your Marketing Initiative</a>
</p>
<h6>Follow Influencers</h6>
<p>When you first sign up for Twitter, you’ll get a list of suggested people to follow. Most of these accounts are celebrities or not specific to your industry. Instead of limiting yourself to these, look up influencers within your industry and follow them. Engage with users on this list at least once a day.</p>
<p>
<strong>Resource</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/social-media-influencers/">How to Identify Your Social Media Influencers</a>
</p>
<h6>Join Twitter Chats</h6>
<p>Twitter chats are organized group conversations where a host asks a series of questions to participants. Twitter chats are a great way to network with new people because everyone is there to engage. You can also stand out by hosting your own Twitter chat. Find two or three active Twitter chats and participate in them this week.</p>
<p>
<strong>Resource</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/twitter-chats/">The Ultimate Guide to Twitter Chats</a>
</p>
<h6>Twitter Ads</h6>
<p>Since Twitter can be a little noisy, it’s easy for your Tweets to get overlooked. Twitter Ads let you promote your Tweets so they’re seen by more people than you can reach organically. If you have the budget, create your first Twitter Ad and run it for at least one week.</p>
<p>
<strong>Resource</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/a-beginners-guide-to-twitter-advertising/">A Beginner's Guide to Twitter Advertising</a>
</p>
<h6>Get Shoutouts</h6>
<p>A good way to grow your Twitter audience is through mentions from other accounts. You can get mentions by building relationships and networking, as well as guest blogging on other sites. When the host site shares your guest post, they may mention your Twitter handle, which gives you great exposure. Find blogs within your industry with an active Twitter following, reach out to them and try to land at least one guest post for the month.</p>
<p>
<strong>Resource</strong><br>
<a target="_blank" rel="noopener noreferrer" href="https://www.quicksprout.com/2014/05/05/how-to-find-the-best-places-to-guest-blog/">How to Find the Best Places to Guest Blog</a>
</p>
<h6>Use Hashtags</h6>
<p>Hashtags make it easier for people to discover your Tweets when searching for specific topics or keywords. Make a list of the top 5-10 hashtags in your industry and schedule at least two Tweets a day that incorporate them. Limit yourself to one hashtag per Tweet.</p>
<p>
<strong>Resource</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/twitter-hashtags/">How to Find the Best Twitter Hashtags</a>
</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_metrics.svg')">
<h3>Metrics to Track</h3>
</div>
<div class="Tabs-section" style="padding: .75rem 0;">
<div class="FlexGrid _2columns" style="margin: 0;">
<div class="Card _inverse">
<div class="Card-body">
<h3>Impressions</h3>
<p>The number of times your Tweet appeared in a user’s search or feed.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Profile Visits</h3>
<p>The number of people who have visited your profile.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Mentions</h3>
<p>The number of times you have been tagged (@username) by other users.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Tweets Linking to You</h3>
<p>The number of Tweets attributed to you in Tweets that include a URL.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Engagement Rate</h3>
<p>Your Tweet’s engagement (link clicks, Retweets, likes and replies) divided by the number of impressions.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Referral traffic</h3>
<p>The number of visitors your website receives from Twitter. You can track this in Google Analytics.</p>
</div>
</div>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_advertising-1.svg')">
<h3>Advertising on Twitter</h3>
</div>
<div class="Tabs-section _padded">
<p>Twitter Ads allow brands to reach a wider audience than they can reach organically. Instead of fighting to get your message seen, you have the ability to choose the audience you want your sponsored Tweets to be displayed to. But if you're not careful, your campaigns can quickly become a money pit. Follow these tips to run a successful campaign on Twitter Ads:</p>
<ul>
<li><strong>Decide on a goal:</strong> Do you want to get more followers, drive traffic or generate leads? Your goals will determine what type of ads you run on Twitter.</li>
<li><strong>Use a proven Tweet:</strong> Why start from scratch? If you have a recent Tweet that picked up some traction, put it in front of even more people with a promoted Tweet campaign.</li>
<li><strong>Pick the perfect audience:</strong> The more targeted your audience is, the better your ads will perform. Instead of trying to select the largest audience possible, filter down to users most likely to resonate with your ad.</li>
<li><strong>Test:</strong> One ad isn't enough to determine whether or not Twitter Ads is working. You need to experiment and test different variations of your ad creatives. Adjust the copy, image and audience to find the sweet spot.</li>
</ul>
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1.68 0 0 0-.81 1.08h.09a1.35 1.35 0 0 0 .93-1z" fill="#fff" fill-rule="evenodd"/></svg>
</button>
</nav>
<section id="jetblue-tab" class="Tabs-panel is-active" role="tabpanel">
<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Responds to customer issues quickly.</li>
<li>Created a customer commitment team to handle support issues on Twitter.</li>
<li>Increased its followers from 500,000 to over 1 million in three months. (<a target="_blank" rel="noopener noreferrer" href="http://blog.hubspot.com/marketing/jetblue-customer-service-twitter#sm.0001daina2kbkcpduqr1pnd74txyp">source</a>)</li>
</ul>
</div>
</section>
<section id="orbitz-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Includes eye-catching images in its Tweets.</li>
<li>Launched #AskOrbitz Twitter Chat to engage with followers.</li>
<li>Started a friendly Twitter feud with rival Priceline that earned massive media attention. (<a target="_blank" rel="noopener noreferrer" href="http://mashable.com/2013/10/12/twitter-brand-feuds/#U9xGwXFcQuqU">source</a>)</li>
</ul>
</div>
</section>
<section id="hamburgerhelper-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Uses an authentic and conversational tone in its Tweets.</li>
<li>Understands its audience on Twitter and caters its content to them.</li>
<li>Captured the attention of millennials on Twitter with its #watchthestove mixtape campaign. (<a target="_blank" rel="noopener noreferrer" href="http://www.bloomberg.com/news/articles/2016-04-01/why-hamburger-helper-s-rap-mixtape-marketing-stunt-worked">source</a>)</li>
</ul>
</div>
</section>
</div>
</div>
<div class="Tabs-section">
<a target="_blank"
rel="noopener noreferrer"
href="http://sproutsocial.com/features/twitter-analytics"
style="display: block; margin-top: 1.5rem;">
<img src="//media.sproutsocial.com/uploads/2016/06/Twitter-Analytics.png">
</a>
</div>
</section>
<section id="facebook-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _padded">
<h2>Facebook</h2>
<p>Facebook is the largest social network, so it makes sense that <a target="_blank" rel="noopener noreferrer" href="http://www.forbes.com/sites/kathleenchaykowski/2015/12/08/facebook-business-pages-climb-to-50-million-with-new-messaging-tools/#10ae54341c2c">over 50 million businesses</a> have signed up. Most brands made the initial step of setting up an account, but with shrinking organic reach and a tricky algorithm, many are fighting to stand out and make Facebook work for them.</p>
</div>
<div class="Tabs-section _gray _padded">
<h3>How Social Media Marketers Use Facebook</h3>
<p>The way businesses use Facebook has changed over the years as new features have been released. Aside from sharing articles, Facebook is great for lead generation through ads and video marketing.</p>
<p>Community building is also an important aspect of social media marketing. Facebook Groups are a great way to get started with this. You can make interest groups for your industry, or brand specific groups like our <a target="_blank" rel="noopener noreferrer" href="https://www.facebook.com/groups/sproutchat/">#SproutChat Facebook group</a>.</p>
<p>Remember that it's critical to know how your audience uses Facebook. Most people use it as a way to interact with friends and family. A lot of interesting and entertaining content is shared on Facebook as a result. Creating Facebook-specific content is a great way to improve your chances of success.</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_stats.svg')">
<h3>Quick Stats</h3>
</div>
<div class="Tabs-section" style="padding: .75rem 0;">
<div class="Stats FlexGrid _2columns" style="margin: 0;">
<a target="_blank"
rel="noopener noreferrer"
href="http://newsroom.fb.com/company-info/"
class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">1.65 billion</h3>
<p class="Stat-description" style="margin-top: 0;">monthly active users.</p>
</div>
</div>
</a>
<a target="_blank"
rel="noopener noreferrer"
href="https://techcrunch.com/2016/04/27/facebook-q1-2016-earnings"
class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">50 minutes</h3>
<p class="Stat-description" style="margin-top: 0;">the average user spends per day on Facebook.</p>
</div>
</div>
</a>
<a target="_blank"
rel="noopener noreferrer"
href="http://marketingland.com/why-do-consumers-become-facebook-fans-49745"
class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">49%</h3>
<p class="Stat-description" style="margin-top: 0;">of consumers like a Facebook Page to support the brand.</p>
</div>
</div>
</a>
<a target="_blank"
rel="noopener noreferrer"
href="https://www.americanpressinstitute.org/publications/reports/survey-research/millennials-social-media/"
class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">91%</h3>
<p class="Stat-description" style="margin-top: 0;">of millennials are on Facebook.</p>
</div>
</div>
</a>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_share.svg')">
<h3>What to Share</h3>
</div>
<div class="Tabs-section _padded" style="padding-top: 1.5rem;">
<p>Due to Facebook's algorithm, it's difficult to get a lot of organic engagement from simply posting to your timeline. To expand your reach, you need to get other people to share your post with their friends as well.</p>
<p>To do this, the posts you share on Facebook should be "viral" in nature. For instance, list posts, DIY tips and how-to articles tend to perform well. These types of posts usually entice people to share because it's entertaining and engaging. When you're coming up with content ideas for your blog, think of topics you would share on your personal Facebook page and incorporate them into your schedule.</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_keys-to-success.svg')">
<h3>Keys to Success</h3>
</div>
<div class="Tabs-section _padded">
<div class="FlexGrid _2columns" style="margin: 0;">
<div>
<h4>Add Images</h4>
<p>Image posts get <a target="_blank" rel="noopener noreferrer" href="http://www.marismith.com/8-facebook-engagement-stats-every-marketer-needs-to-know/">179% more interactions</a> than the average Facebook post. Although Facebook wasn't built on visuals like Instagram or Snapchat, it has become an important part of the network.</p>
</div>
<div>
<h4>Monitor Facebook Insights</h4>
<p>Facebook Insights gives you valuable data about who your audience is, what content they're engaging with and how your page is performing.</p>
</div>
<div>
<h4>Facebook Video</h4>
<p>Facebook video has exploded recently. Users have watched <a target="_blank" rel="noopener noreferrer" href="https://techcrunch.com/2016/01/27/facebook-grows/">over 100 million hours</a> of video on Facebook. Videos even outperform photos on the social network. Videos also have <a target="_blank" rel="noopener noreferrer" href="http://www.socialmediatoday.com/marketing/top-5-facebook-video-statistics-2016-infographic">135% greater organic reach</a> than photos. If you want to capture the attention of Facebook users, start using videos.</p>
</div>
<div>
<h4>Don't Be Afraid to Pay</h4>
<p>Everyone knows Facebook's organic reach is down. Many of the companies that have had continued success are using Facebook Ads to improve their reach. Facebook Ads are a great option because you get in-depth targeting and the cost is affordable for most businesses.</p>
</div>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_tactics.svg')">
<h3>Tactics</h3>
</div>
<div class="Tabs-section _padded">
<h6>Tag People & Brands</h6>
<p>This is a quick tactic most brands completely overlook because it's not as common as Twitter's mention feature. However, you can tag people and pages on Facebook. They'll receive a notification and may come and engage on your post. Choose a week to share blog posts from 5-10 sites in your niche industry with a Facebook presence. Tag their Facebook page in your status update by typing @ and the page's username on Facebook. You can also tag Facebook Groups or individuals.</p>
<p>
<strong>Resource</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/facebook-hacks/">9 Facebook Hacks to Grow Your Audience</a>
</p>
<h6>Comment on Other Pages</h6>
<p>
Who says you can only post to your own page? Facebook allows brands to comment and reply on other posts, which is an awesome way to engage and spread awareness for your company. Find pages in your industry that post regularly and comment on at least one post every day. Instead of leaving generic comments like "cool," take a couple of minutes to write a genuine comment that adds to the conversation.
</p>
<p>
<strong>Resource</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/facebook-marketing-guide/">Your Go-To-Guide for Facebook Marketing</a>
</p>
<h6>Target Organic Posts</h6>
<p>Most marketers are aware of Facebook's great ad targeting, but did you know you can also target your organic posts as well? Sprout Social lets you target who your posts are displayed to based on:</p>
<ul>
<li>Interests</li>
<li>gender</li>
<li>Relationship status</li>
<li>Educational status</li>
<li>Age</li>
<li>Location</li>
<li>Language</li>
<li>Resources</li>
</ul>
<p>Narrowing your audience allows you to share content that's filtered down to your target demographic.</p>
<p>
<strong>Resource</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/your-guide-to-social-media-targeting-via-sprout/">Your Guide to Social Media Targeting Via Sprout</a>
</p>
<h6>Use Your CTA Button</h6>
<p>In 2014 Facebook unveiled a new call-to-action button for businesses. The button appears on your timeline and you can choose from seven different messages such as "Contact Us" or "Sign Up." Unfortunately there are several businesses that haven't taken advantage of this feature yet. If you're one of them, add a Facebook CTA button to your page.</p>
<p>
<strong>Resource</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/call-to-action-phrases/">Call to Action Phrases That Convert</a>
</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_metrics.svg')">
<h3>Metrics to Track</h3>
</div>
<div class="Tabs-section" style="padding: .75rem 0;">
<div class="FlexGrid _2columns" style="margin: 0;">
<div class="Card _inverse">
<div class="Card-body">
<h3>Post Reach</h3>
<p>The number of unique people that have seen your page's posts.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Engagement</h3>
<p>The number of people who have liked, commented, shared or clicked your posts.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Impressions</h3>
<p>The number of times posts from your page are displayed, regardless of whether or not they were clicked.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Unlikes</h3>
<p>The number of people who have unliked your page.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Organic Likes</h3>
<p>The number of Likes your page has received that are not a result of paid campaigns.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Average % Completion</h3>
<p>The portion of a video viewed in an average watch session.</p>
</div>
</div>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_advertising-1.svg')">
<h3>Advertising on Facebook</h3>
</div>
<div class="Tabs-section _padded">
<p>Facebook has the most robust advertising platform of any social network. It offers advanced targeting, retargeting, custom audience building and much more. The affordable prices make it perfect for companies of any size from small businesses to agencies or enterprise. Improve your chances of success with these tips for Facebook Ads.</p>
<ul>
<li><strong>Split test:</strong> Facebook Ads makes it easy to create duplicates of your existing ad creatives and edit the headline, copy or image. You can group similar ads together and compare the stats for each variation.</li>
<li><strong>Choose your image carefully:</strong> The image you use in your ad is arguably the most important part. It needs to catch the eye of people browsing Facebook who can sometimes be blind to ads and banners. Avoid using colors like blue, grey and black because they can blend in with Facebook's brand colors.</li>
<li><strong>Retarget:</strong> If you want to dramatically increase the click-through rate of your ads, <a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/facebook-remarketing/">start retargeting</a>. Retargeting uses a tracking pixel to allow you to display ads to people that have visited your website in the past. Since these visitors are more familiar with your brand, they are <a target="_blank" rel="noopener noreferrer" href="http://blog.wishpond.com/post/97225536354/infographic-7-incredible-retargeting-ad-stats">70% more likely</a> to convert with you.</li>
<li><strong>Analyze:</strong> In addition to analyzing which ads perform better, dig deeper and look into which device types convert the best and which demographics have the most success. Use the data to adjust the target audience for your current and future campaigns. Having a more targeted audience will improve your CTR and ultimately drive down your costs.</li>
</ul>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_brand-1.svg')">
<h3>Brands to Learn From</h3>
</div>
<div class="Tabs-section">
<div class="Tabs _vertical" style="margin-top: 1.5rem;">
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<section id="threadless-tab" class="Tabs-panel is-active" role="tabpanel">
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<ul style="padding-left: 1rem; margin-top: 0;">
<li>Highlights its T-Shirt designers by featuring their designs on its Facebook cover.</li>
<li>Uses images and videos to keep the page visually appealing.</li>
<li>Grows its Facebook page by encouraging designers to promote their own designs to their friends. (<a target="_blank" rel="noopener noreferrer" href="http://tribunecontentsolutions.com/blog/2011/01/25/what-threadless-can-teach-you-about-social-media-marketing/">source</a>)</li>
</ul>
</div>
</section>
<section id="nutella-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Uses Facebook video to creatively showcase its product.</li>
<li>Its feed is filled with bright and colorful images and video thumbnails that capture your attention.</li>
<li>Ran a Facebook Ad campaign that reached 30% of Germany’s online population and outperformed its own TV campaign. (<a target="_blank" rel="noopener noreferrer" href="http://www.digitaltrainingacademy.com/casestudies/2012/11/social_media_case_study_nutell.php">source</a>)</li>
</ul>
</div>
</section>
<section id="revelist-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Posts consistently.</li>
<li>Uses eye-catching photos in the feed.</li>
<li>Increased Facebook clicks 8.5 times with a boosted post campaign. (<a target="_blank" rel="noopener noreferrer" href="https://www.facebook.com/business/success/cafemedia-revelist">source</a>)</li>
</ul>
</div>
</section>
</div>
</div>
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</div>
</section>
<section id="linkedin-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _padded">
<h2>LinkedIn</h2>
<p>LinkedIn is known as the social network for business. If you're in the B2B space, LinkedIn is a must. However, even B2C companies can get value from LinkedIn depending on your target audience. Since LinkedIn's audience and purpose is fairly different from most social networks, the way businesses approach it needs to be different as well.</p>
</div>
<div class="Tabs-section _gray _padded">
<h3>How Social Media Marketers Use LinkedIn</h3>
<p>The way you use LinkedIn will depend on your goals. For instance, many companies use it purely for sales, while others rely on it for social recruiting or content curation. LinkedIn is a powerful lead generation platform, especially if you're implementing paid ads.</p>
<p>Other companies use it as a branding platform. With LinkedIn groups and <a target="_blank" rel="noopener noreferrer" href="https://www.linkedin.com/pulse">Pulse</a>, brands have a great opportunity to showcase executives and team members as thought leaders and authorities in their industry.</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_stats.svg')">
<h3>Quick Stats</h3>
</div>
<div class="Tabs-section" style="padding: .75rem 0;">
<div class="Stats FlexGrid _2columns" style="margin: 0;">
<a target="_blank"
rel="noopener noreferrer"
href="http://www.adweek.com/socialtimes/social-media-minutes-day/503160/"
class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">9.8 minutes</h3>
<p class="Stat-description" style="margin-top: 0;">amount of time the average user spends on LinkedIn per day.</p>
</div>
</div>
</a>
<a target="_blank"
rel="noopener noreferrer"
href="https://econsultancy.com/blog/63616-linkedin-users-are-more-interested-in-your-company-stats/"
class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">64%</h3>
<p class="Stat-description" style="margin-top: 0;">of all visits from social media to the home page of corporate websites are from LinkedIn.</p>
</div>
</div>
</a>
<a target="_blank"
rel="noopener noreferrer"
href="http://www.adweek.com/socialtimes/locowise-march-2015/619104/"
class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">20%</h3>
<p class="Stat-description" style="margin-top: 0;">average reach for an organic LinkedIn post compared to less than 3% for Facebook posts.</p>
</div>
</div>
</a>
<a target="_blank"
rel="noopener noreferrer"
href="http://www.comscore.com/Insights/Blog/Which-Social-Networks-Have-the-Most-Engaged-Audience/"
class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">37%</h3>
<p class="Stat-description" style="margin-top: 0;">reach of the total digital population.</p>
</div>
</div>
</a>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_share.svg')">
<h3>What to Share</h3>
</div>
<div class="Tabs-section _padded" style="padding-top: 1.5rem;">
<p>Since the audience on LinkedIn sways toward professionals, the content you share should match. Generally people are on LinkedIn like to see industry related articles, job opportunities or content related to their own groups. The content you share will depend on your goals and how you plan to use LinkedIn. The more industry-specific you can get, the better.</p>
<p>Here are some examples of the type of content you should post on LinkedIn depending on your goals:</p>
<ul>
<li><strong>Sales:</strong> If your goal is to get leads and sales, your content will primarily be industry articles. Curate quality content to share on your feed.</li>
<li><strong>PR & recruitment:</strong> PR and recruitment content is often related. They both have to do with highlighting your company's culture and achievements. This content should should consist of company news, behind the scenes peeks of your company and other content that shows your brand in a positive light.</li>
<li><strong>Groups:</strong> The content you post in your groups should be specific to that audience, not necessarily your industry. For instance if you're a payroll software company in a group for human resource professionals, the content you share should relate to HR topics beyond payroll software.</li>
<li><strong>Pulse:</strong> If you're posting on LinkedIn Pulse, it's typically to build thought leadership and showcase your industry expertise. This is where you can publish more opinion-based content such as tips and thoughts on where your industry is going.</li>
</ul>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_keys-to-success.svg')">
<h3>Keys to Success</h3>
</div>
<div class="Tabs-section _padded">
<div class="FlexGrid _2columns" style="margin: 0;">
<div>
<h4>Publish Consistently</h4>
<p>Some brands neglect LinkedIn publishing because they're more concerned about distributing content on Facebook and Twitter. On the other hand, LinkedIn requires just as much attention as any other platform. An easy way to make sure you don't overlook LinkedIn is to use Sprout's <a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/features/social-media-publishing">social media scheduler</a> to publish content across multiple networks.</p>
</div>
<div>
<h4>Focus on Content</h4>
<p>Over the past few years, LinkedIn evolved into a great publishing platform. In order to be successful, embrace this change and create more content. Specifically, LinkedIn wants to see original long-form content through Pulse. Pulse is a great way to grow your thought leadership and reach a new audience.</p>
</div>
<div>
<h4>Try LinkedIn Ads</h4>
<p>With LinkedIn Ads and InMail, you can connect with people who aren't in your immediate network. You can run sidebar ads or promote posts with LinkedIn Ads, or send messages to anyone with InMail. Use a mix of paid and organic marketing tactics to capture more leads and expand your network.</p>
</div>
<div>
<h4>Involve Sales</h4>
<p>Publishing from your business page is helpful, but if you want to get even better results get your sales team active on LinkedIn. LinkedIn is all about building a strong network, and that's much easier to do as an individual than a business.</p>
</div>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_tactics.svg')">
<h3>Tactics</h3>
</div>
<div class="Tabs-section _padded">
<h6>Ask Employees to Get Active</h6>
<p>Your first step should be to ask employees involved with sales or marketing to open an account if they don't already have one. Have them setup profiles and send an invite to prospects, leads and clients to connect with them.</p>
<p>
<strong>Resource</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/linkedin-marketing/">Does Your LinkedIn Marketing Deliver Results?</a>
</p>
<h6>Publish an Article a Week to LinkedIn Pulse</h6>
<p>Commit to publishing one long-form article a week to LinkedIn Pulse for at least two months. This will give you time to start building authority and get an idea of how often you should publish long term. If you're getting great results from posting once a week, then you might want to keep it up. If not, you can tone it down and publish once or twice a month. Just make sure whatever you publish is high quality.</p>
<p>
<strong>Resource</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/linkedin-lead-generation/">The Ultimate LinkedIn Lead Generation Guide</a>
</p>
<h6>Create a LinkedIn Group</h6>
<p>Joining existing groups is a great way to start making connections to get the ball rolling for your LinkedIn marketing strategy. To take things to the next level, you should create your own group for your brand. This will be a community for your customers, leads and prospects. You can use it to share valuable content and keep members up to date on any important company news. One of the benefits of having your own group is the ability to send group announcements once per week. Group members will receive a notification on LinkedIn as well as an email. It's like having a mini email list in LinkedIn.</p>
<p>
<strong>Resource</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/linkedin-tips/">3 Simple & Quick LinkedIn Tips to Get More Reach</a>
</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_metrics.svg')">
<h3>Metrics to Track</h3>
</div>
<div class="Tabs-section" style="padding: .75rem 0;">
<div class="FlexGrid _2columns" style="margin: 0;">
<div class="Card _inverse">
<div class="Card-body">
<h3>Page Views</h3>
<p>The number of total page views and unique visitors for your LinkedIn page.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Impressions</h3>
<p>The number of times one of your updates was shown to LinkedIn users.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Clicks</h3>
<p>The number of clicks on your content, company name or logo.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Interactions</h3>
<p>The number of likes, comments and shares on your updates.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Followers</h3>
<p>The number of followers you gained from a sponsored update.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Engagement</h3>
<p>Your number of interactions divided by impressions.</p>
</div>
</div>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_advertising-1.svg')">
<h3>Advertising on LinkedIn</h3>
</div>
<div class="Tabs-section _padded">
<p>LinkedIn is the perfect network for <a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/guide-to-social-media-advertising/">social media advertising</a> in the B2B arena. One of the key advantages is targeting people by job title. This improves your chances of bypassing gatekeepers and getting in front of decision makers. You can even target employees of a specific company, which is great if you already have a new client in mind you want to work with. Take advantage of everything LinkedIn Ads have to offer.</p>
<ul>
<li><strong>Sponsored content:</strong> LinkedIn gives you the option of running sidebar ads or sponsored content. If your natural inclination is to run the sidebar ads, you may want to reconsider. One of the downsides of sidebar ads is they're easy to miss. With sponsored content your post will appear right in a user's feed which is difficult to ignore. Just make sure the content you promote is targeted to your ad's audience.</li>
<li><strong>Focus on leads, not sales:</strong> Since you've narrowed down your audience to your ideal buyers, you might be tempted to direct your ads to a pricing page to get them to sign up for your product or service. You could see a few new customers with that approach. However, if you direct your ads to a lead generation form with a free offer–like a downloadable guide–you'll be able to capture more leads. It's much easier to get people to give you their email address than their money.</li>
<li><strong>Sponsored InMail:</strong> If you really want to make sure your message gets seen, give Sponsored InMail a try. With sponsored InMail, you can send messages directly to your prospect's inbox on LinkedIn. You should only consider this option for qualified leads because the pricing can vary. You also want to be able to personalize each message rather than sending the same generic InMail to dozens or hundreds of people.</li>
</ul>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_brand-1.svg')">
<h3>Brands to Learn From</h3>
</div>
<div class="Tabs-section">
<div class="Tabs _vertical" style="margin-top: 1.5rem;">
<nav class="Tabs-list js-tab-group" role="tablist">
<button class="Tabs-button is-active js-tab-switch"
role="tab"
title="Evernote"
data-target="#evernote-tab">
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</button>
<button class="Tabs-button js-tab-switch"
role="tab"
title="IBM"
data-target="#ibm-tab">
<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 126.85 48.64"><title>IBM</title><path d="M4.31 0v3.21H27V0H4.31zm25.92 0v3.21h32.36A12.32 12.32 0 0 0 54.91 0H30.23zm38.7 0v3.21h19.58L87.35 0H68.93zm33.61 0l-1.16 3.19h19.4V0h-18.24zM4.31 6.22v3.2H27v-3.2H4.31zm25.92 0v3.2h36.11S65.92 7 65.18 6.23h-35zm38.7 0v3.2h21.72l-1.07-3.19H68.93zm31.28 0l-1.07 3.2h21.63V6.23h-20.55zm-89.38 6.2v3.2h9.83v-3.2h-9.82zm25.92 0v3.2h9.83v-3.2h-9.82zm19.4 0v3.2H66a10.88 10.88 0 0 0 .62-3.2H56.15zm19.31 0v3.2h17.43l-1.16-3.2H75.46zm22.62 0l-1.17 3.2h17.52v-3.2H98.08zm-87.24 6.22v3.19h9.83v-3.19h-9.83zm25.92 0v3.19h25.11a10.77 10.77 0 0 0 2.77-3.19H36.76zm38.7 0v3.19h9.83v-1.77l.62 1.78h18l.67-1.78v1.78h9.83v-3.2H96l-1 2.7-1-2.7H75.46zm-64.62 6.21V28h9.83v-3.15h-9.83zm25.92 0V28h27.88a10.84 10.84 0 0 0-2.77-3.19H36.76zm38.7 0V28h9.83v-3.15h-9.83zm11.62 0L88.27 28h13.51l1.13-3.19H87.08zm17.52 0V28h9.83v-3.15h-9.83zm-93.76 6.21v3.19h9.83v-3.19h-9.83zm25.92 0v3.19h9.83v-3.19h-9.83zm19.4 0v3.19h10.45a10.85 10.85 0 0 0-.61-3.19h-9.85zm19.31 0v3.19h9.83v-3.19h-9.84zm13.85 0l1.15 3.19h9.05l1.16-3.19H89.31zm15.29 0v3.19h9.83v-3.19h-9.84zM4.49 37.27v3.2h22.7v-3.2H4.49zm25.74 0v3.2h35c.74-.73 1.16-3.2 1.16-3.2H30.23zm38.88 0v3.2h16.18v-3.2H69.11zm22.44 0l1.18 3.2h4.61l1.11-3.2h-6.9zm13 0v3.2H121v-3.2h-16.4zM4.49 43.48v3.19h22.7v-3.19H4.49zm25.74 0v3.19h24.68a12.33 12.33 0 0 0 7.68-3.19H30.23zm38.88 0v3.19h16.18v-3.19H69.11zm24.68 0l1.14 3.18h.2l1.16-3.19h-2.5zm10.8 0v3.19H121v-3.19h-16.4z" fill="#fff"/></svg>
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</nav>
<section id="evernote-tab" class="Tabs-panel is-active" role="tabpanel">
<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Shares content that’s relevant to its followers, even if it’s not directly related to its product.</li>
<li>Uses the about section to clearly explain what Evernote does and why people need it.</li>
<li>Included as a top LinkedIn business page of 2014. (<a target="_blank" rel="noopener noreferrer" href="http://www.slideshare.net/linkedin/link-company-pagestemplate129/5-Evernote_When_Evernote_released_a">source</a>)</li>
</ul>
</div>
</section>
<section id="ibm-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Cross-promotes its other social profiles through LinkedIn.</li>
<li>Highlights its team members and company culture, increasing their popularity among top talent.</li>
<li>Saw great success after introducing social selling to promote its cloud-based suite of products in 2012. (<a target="_blank" rel="noopener noreferrer" href="http://www.chiefmarketer.com/ibms-social-selling-the-computer-giant-finds-b2b-leads-in-social-media/">source</a>)</li>
</ul>
</div>
</section>
<section id="kinvey-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Posts content highlighting its partners and clients.</li>
<li>Has a consistent publishing schedule so there’s always fresh content on its feed.</li>
<li>Used sponsored content to generate 38% more leads than its other social channels at a 65% lower cost per lead. (<a target="_blank" rel="noopener noreferrer" href="https://business.linkedin.com/content/dam/me/business/en-us/marketing-solutions/case-studies/pdfs/LIKinveyCaseStudy5-17-16.pdf">source</a>)</li>
</ul>
</div>
</section>
</div>
</div>
<div class="Tabs-section">
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/integrations/linkedin/" style="display: block; margin-top: 1.5rem;">
<img src="//media.sproutsocial.com/uploads/2016/06/Linkedin.png">
</a>
</div>
</section>
<section id="instagram-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _padded">
<h2>Instagram</h2>
<p>Instagram has quickly turned into a top choice for companies looking to establish their brands on social media. Although it's missing some features such as clickable links in posts, it has the highest engagement of any social media platform. If Instagram isn't a part of your social media marketing strategy, you could be missing out on a huge opportunity.</p>
</div>
<div class="Tabs-section _gray _padded">
<h3>How Social Media Marketers Use Instagram</h3>
<p>One of Instagram's key differentiators is its focus on keeping users within the app. Other networks like Facebook, Twitter and Pinterest rely heavily on users curating content from blogs and other websites. With Instagram the bulk of the content lives within the app.</p>
<p>Therefore most marketers use Instagram for branding and as an additional platform for content creation.</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_stats.svg')">
<h3>Quick Stats</h3>
</div>
<div class="Tabs-section" style="padding: .75rem 0;">
<div class="Stats FlexGrid _2columns" style="margin: 0;">
<a target="_blank"
rel="noopener noreferrer"
href="http://www.emarketer.com/Article.aspx?R=1012238"
class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">27%</h3>
<p class="Stat-description" style="margin-top: 0;">of the US population uses Instagram.</p>
</div>
</div>
</a>
<a target="_blank"
rel="noopener noreferrer"
href="https://www.instagram.com/press/"
class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">500 million</h3>
<p class="Stat-description" style="margin-top: 0;">million monthly active users.</p>
</div>
</div>
</a>
<a target="_blank"
rel="noopener noreferrer"
href="http://www.emarketer.com/newsroom/index.php/instagram-continues-doubledigit-growth/"
class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">51.8%</h3>
<p class="Stat-description" style="margin-top: 0;">of social media users are on Instagram.</p>
</div>
</div>
</a>
<a target="_blank"
rel="noopener noreferrer"
href="https://www.globalwebindex.net/blog/half-of-instagrammers-follow-brands"
class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">60%</h3>
<p class="Stat-description" style="margin-top: 0;">of users login daily.</p>
</div>
</div>
</a>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_share.svg')">
<h3>What to Share</h3>
</div>
<div class="Tabs-section _padded">
<p>Instagram is the perfect network for content that showcases your brand identity. When someone looks at your Instagram profile, they should get an idea of your company culture and your brand stance. Post pictures of company outings, work being done and other "behind the curtain" content that help customers feel a connection to your brand.</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_keys-to-success.svg')">
<h3>Keys to Success</h3>
</div>
<div class="Tabs-section _padded">
<div class="FlexGrid _2columns" style="margin: 0;">
<div>
<h4>Be Entertaining</h4>
<p>People don't go to Instagram to read articles. They use the app to be entertained and pass the time. Your Instagram posts should fulfill that need. The challenge is determining what qualifies as entertaining. Take a look at what your competitors post to get an idea of what resonates with your audience.</p>
</div>
<div>
<h4>Don't Make It All About You</h4>
<p>Every post shouldn't be about your products, services or brand. It sounds counterproductive, but the reality is people don't want to only see your business. Share user-generated content, images about <a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/instagram-trends-for-every-marketer/">trending topics</a> and other images or videos unrelated to your company.</p>
</div>
<div>
<h4>Use Video</h4>
<p>Instagram Videos generate more comments than images. Integrate more videos and Instagram Stories into your marketing strategy to drive engagement and connect with your audience.</p>
</div>
<div>
<h4>Be Creative</h4>
<p>Creativity will set your brand apart on Instagram. As Instagram continues to become more competitive, you need to think outside the box to stand out.</p>
</div>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_tactics.svg')">
<h3>Tactics</h3>
</div>
<div class="Tabs-section _padded">
<h6>Find Your Industry's Top Hashtags</h6>
<p>Hashtags are one of the quickest ways to get more exposure for your Instagram posts. But you have to use the right ones. Stringing random hashtags together in your <a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/instagram-caption-ideas/">Instagram captions</a> isn't going to be as effective as taking a more strategic approach. Think of keywords related to your business, and see how many times the hashtag for it is mentioned by searching Instagram. You can also look at the hashtags your competitors are using to find more ideas. Put the top hashtags in a file you can access on your phone or computer. When you have a relevant post, you can quickly copy the hashtags over into your caption.</p>
<p>
<strong>Resource:</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/hashtags-for-instagram/">How to Grow Your Audience With Hashtags for Instagram</a>
</p>
<h6>Write a Compelling Bio</h6>
<p>A lot of brands treat their Instagram bio as an afterthought. They'll type up a quick sentence, link to their website's home page and move on. However, your bio is the first impression people will have of your brand on Instagram, so spend more than two minutes on it. Your bio should accurately explain who you are and what you do, personify your brand and target your ideal followers.</p>
<p>
<strong>Resource:</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/instagram-bios-for-businesses/">How to Write Instagram Bios for Businesses</a>
</p>
<h6>Regram & Tag Influencers</h6>
<p>Get on the radar of established brands and influencers on Instagram by sharing (regramming) their content and tagging them. When you tag other brands in your captions or comments, they'll receive a notification showing them they were mentioned and who mentioned them. Sometimes they may be tempted to to visit your account, especially if you're consistently tagging them in your posts. Make a list of influencers in your industry and come up with post ideas that will allow you to mention them. A popular option is to make a quote image of something they said and credit them in your caption.</p>
<p>
<strong>Resource:</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/instagram-hacks/">10 Instagram Hacks That Actually Work</a>
</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_metrics.svg')">
<h3>Metrics to Track</h3>
</div>
<div class="Tabs-section" style="padding: .75rem 0;">
<div class="FlexGrid _2columns" style="margin: 0;">
<div class="Card _inverse">
<div class="Card-body">
<h3>Comments Received</h3>
<p>The number of comments on your posts.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Most Engaged Hashtags</h3>
<p>The hashtags you use that earn the most likes and comments.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Engagements per Follower</h3>
<p>The average number of engagements you're receiving per follower.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Engagement per Media</h3>
<p>The average number of engagements you're receiving per post.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Followers Gained</h3>
<p>How many new followers you've gained.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Referral Traffic</h3>
<p>How much traffic is coming from your Instagram posts or profile. You can find this in Google Analytics.</p>
</div>
</div>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_advertising-1.svg')">
<h3>Advertising on Instagram</h3>
</div>
<div class="Tabs-section _padded">
<p>Instagram's advertising platform (Ads on Instagram) works through Facebook Ads. That means you have access to many of the same amazing features you have with Facebook such as advanced targeting and analytics. However, keep in mind Ads on Instagram is still fairly new so users are still getting acclimated to seeing sponsored posts in their feed. Still, the native look and feel of Instagram ads makes them far less intrusive and disruptive than traditional ads.</p>
<ul>
<li><strong>The picture is everything:</strong> Instagram is all about visuals. The more captivating your image is, the more likely a user is to ignore the "Sponsored" message and focus on your content. To make your images more eye-catching, use vibrant colors that stand out instead of flat colors that blend in with the app.</li>
<li><strong>Pick a hashtag: </strong>Ads are great for pushing a branded hashtag when you have a relatively small following. The people that see your ad but aren't already familiar with your brands might start to pick up on your branded hashtag and use it. Instead of doing #yourcompanyname, make your hashtag a tagline that can launch a movement like Nike's #justdoit.</li>
<li><strong>Capture leads: </strong>Ads on Instagram is about more than just getting new followers. You can actually use ads to generate new leads. Unlike regular Instagram posts, sponsored messages give you the ability to add a clickable call-to-action in your posts. Use this to push traffic to a landing page where you can capture their email address. Just make sure your landing page is mobile friendly because people will be viewing it on their phone or tablet.</li>
</ul>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_brand-1.svg')">
<h3>Brands to Learn From</h3>
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<ul style="padding-left: 1rem; margin-top: 0;">
<li>Shares content that matches its company culture.</li>
<li>Uses its profile link to promote its latest campaigns.</li>
<li>Implements UGC through its #DogsofWeWork contest and other campaigns to expand its reach and connect with customers. (<a target="_blank" rel="noopener noreferrer" href="https://www.instagram.com/explore/tags/dogsofwework/">source</a>)</li>
</ul>
</div>
</section>
<section id="fivemiles-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Uses a consistent color scheme in its pictures to create a cohesive Instagram feed.</li>
<li>Encourages followers to engage with posts through the 5 Miles Face-Off series.</li>
<li>Launched a photo ad campaign that generated 300,000 new installs with a 30% lower cost per installation than its other online channels. (<a target="_blank" rel="noopener noreferrer" href="https://scontent-ord1-1.xx.fbcdn.net/t39.2365-6/13065871_1776542762579772_1743365779_n.pdf">source</a>)</li>
</ul>
</div>
</section>
<section id="foundr-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Consistently asks followers to leave a comment or tag a friend, resulting in massive engagement.</li>
<li>Every image Foundr shares is branded with the company logo so it gets credited if someone Regrams it.</li>
<li>Grew its following from zero to over 10,000 followers in two weeks. (<a target="_blank" rel="noopener noreferrer" href="https://foundrmag.com/how-to-get-more-followers-on-instagram/">source</a>)</li>
</ul>
</div>
</section>
</div>
</div>
<div class="Tabs-section">
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/integrations/instagram/" style="display: block; margin-top: 1.5rem;">
<img src="//media.sproutsocial.com/uploads/2016/06/Instagram.png">
</a>
</div>
</section>
<section id="pinterest-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _padded">
<h2>Pinterest</h2>
<p>Before Instagram and Snapchat dominated the visual social network space, Pinterest was the go-to platform for sharing images. Although it slowed down a little after the explosion of Instagram, Pinterest is still a highly-used platform with plenty to offer for social media marketing.</p>
</div>
<div class="Tabs-section _gray _padded">
<h3>How Social Media Marketers Use Pinterest</h3>
<p>Pinterest is a great option for certain industries. Since its main demographic is women between the ages 18-29, companies in the fashion, retail, DIY and other visually-driven industries have seen great success.</p>
<p>Pinterest is unique because many brands use it to directly drive sales. Pinterest added several features to make it easier for online retailers to showcase their products. As a result, the process of going from viewing a pin to making a purchase is more efficient.</p>
<p>In addition to driving sales, marketers also use Pinterest for content promotion. Pinterest's grid layout allows you to create eye-catching images to promote each piece of content on your site. Combining Pinterest's highly engaged audience with a great featured image is an excellent way to get new traffic to your site.</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_stats.svg')">
<h3>Quick Stats</h3>
</div>
<div class="Tabs-section" style="padding: .75rem 0;">
<div class="Stats FlexGrid _2columns" style="margin: 0;">
<a target="_blank"
rel="noopener noreferrer"
href="http://mobile.nytimes.com/blogs/bits/2015/09/17/pinterest-crosses-user-milestone-of-100-million/"
class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">100 million</h3>
<p class="Stat-description" style="margin-top: 0;">active users.</p>
</div>
</div>
</a>
<a target="_blank"
rel="noopener noreferrer"
href="http://www.pewinternet.org/2015/01/09/social-media-update-2014/"
class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">42%</h3>
<p class="Stat-description" style="margin-top: 0;">of female internet users are on Pinterest.</p>
</div>
</div>
</a>
<a target="_blank"
rel="noopener noreferrer"
href="https://business.pinterest.com/en/blog/project-holiday-reach-people-looking-buy-special-something"
class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">93%</h3>
<p class="Stat-description" style="margin-top: 0;">of Pinners shopped online in the past six months.</p>
</div>
</div>
</a>
<a target="_blank"
rel="noopener noreferrer"
href="http://www.businesswire.com/news/home/20160223006600/en/"
class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">80%</h3>
<p class="Stat-description" style="margin-top: 0;">of millennial Pinners say they use Pinterest to help them find things they want to buy.</p>
</div>
</div>
</a>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_share.svg')">
<h3>What to Share</h3>
</div>
<div class="Tabs-section _padded">
<p>Similar to Instagram, Pinterest is all about your images. You can add text description to your pins, but your main focus should be on your visuals. That means creating custom graphics using tools like Canva and <a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/landscape">Landscape</a>. If you take a look at Pinterest, you'll notice a few popular trends such as overlaying text on images and using high-quality photographs.</p>
<p>If you sell physical goods, pin pictures of them being used instead of just a generic product shot. Your images will be competing with dozens of others that are displayed on a user's feed or search results.</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_keys-to-success.svg')">
<h3>Keys to Success</h3>
</div>
<div class="Tabs-section _padded">
<div class="FlexGrid _2columns" style="margin: 0;">
<div>
<h4>Don’t Include Faces</h4>
<p>After examining over 500,000 pinned images, Curalate found pins without faces receive 23% more repins than those with faces. That doesn't mean every image you pin should be faceless, but get a healthy mix of photos with and without them. Use it as an opportunity to pin product photos or custom graphics.</p>
</div>
<div>
<h4>DIY</h4>
<p>A <a target="_blank" rel="noopener noreferrer" href="http://comp.social.gatech.edu/papers/gilbert.chi13.pinterest.pdf">Georgia Tech University</a> study researched the most commonly used words on Pinterest. The phrase "DIY" was found to be the most popular, which is why many craft bloggers have been successful on the platform. Think of content ideas related to your brand or industry that could translate well to a DIY post.</p>
</div>
<div>
<h4>Use Rich Pins</h4>
<p>Rich Pins are extra details added within your pins to give more insight. There are six types of Rich Pins you can use: app, movie, recipe, article, product, and place. Research from Shopify showed pins with prices receive 36% more likes on average. Use them to encourage users to take action on your pins.</p>
</div>
<div>
<h4>Make More Boards</h4>
<p>Most brands don't create enough boards. The idea of having 20 boards may seem crazy at first, but it can actually help you grow your following. According to research from the University of Minnesota on what makes a Pinterest user popular, the number of boards was ranked as the third most important feature.</p>
</div>
<div>
<h4>Pin Original Pictures</h4>
<p>Using Pinterest to curate images from around the web or Re-pinning content from other users is a very popular tactic. It helps your brand fill up your boards and allows you to post more frequently. However, pinning original content can help you stand out and get more Re-pins for your own Pinterest page.</p>
</div>
<div>
<h4>Collaborate</h4>
<p>You can make boards public so other users can pin on them as well. Invite bloggers or other businesses in your industry to contribute to a collaborative board to get more exposure and network. Only do this for a select few boards though. The majority of your Pinterest boards should be open just to you.</p>
</div>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_tactics.svg')">
<h3>Tactics</h3>
</div>
<div class="Tabs-section _padded">
<h6>Create Featured Pins for Blog Posts</h6>
<p>Pinterest is an ideal platform to promote your content. If you have a blog post you think will resonate well with Pinterest users, create a custom image to promote it. Write out a brief description, engaging headline and pin it.</p>
<p>
<strong>Resource:</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/social-media-image-sizes-guide/#pinterest">Always Up-To-Date Social Media Image Sizes</a>
</p>
<h6>Host a Pinterest Contest</h6>
<p>Pinterest contests allow you to quickly grow your following. There are several ways to host a contest, but one of the most common approaches is to push people to make UGC. You can ask participants to create a board and pin images with your contest hashtag. Or you can create a group board with pins from all the participants.</p>
<p>
<strong>Resource:</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/pinterest-contests-hashtags/">Everything You Need to Know About Hashtags and Pinterest Contests</a>
</p>
<h6>Use Keywords</h6>
<p>Pinterest's search feature is more robust than most social networks. Treat your pins like you would treat a blog post you want to rank for in Google. Come up with a keyword you want to target and include it in the description and title of your pin.</p>
<p>
<strong>Resource:</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/why-pinterest-guided-search-makes-your-pin-description/">Why Pinterest Guided Search Makes Your Pin Description More Important</a>
</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_metrics.svg')">
<h3>Metrics to Track</h3>
</div>
<div class="Tabs-section" style="padding: .75rem 0;">
<div class="FlexGrid _2columns" style="margin: 0;">
<div class="Card _inverse">
<div class="Card-body">
<h3>Average Daily Impressions</h3>
<p>This is the average number of times your pins appear in users' feeds.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Repins</h3>
<p>The number of repins a pin received.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Average Repins</h3>
<p>The average number of repins you receive per pin.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Unique Viewers</h3>
<p>The number of unique visitors that have seen your pins.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Clicks</h3>
<p>The number times a pin was clicked.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Referral Traffic</h3>
<p>How many visitors your website is receiving from Pinterest.</p>
</div>
</div>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_advertising-1.svg')">
<h3>Advertising on Pinterest</h3>
</div>
<div class="Tabs-section _padded">
<p>Pinterest ads don't get the same attention and notoriety of other social media advertising platforms, but it's definitely a powerful resource to have at your disposal. With <a target="_blank" rel="noopener noreferrer" href="https://business.pinterest.com/en/success-stories">plenty of case studies</a> to back its effectiveness, any brand on Pinterest can use Promoted pins to accelerate their progress.</p>
<ul>
<li><strong>Choose the right keywords:</strong> Since Pinterest users rely heavily on the search feature, you're can target your Promoted Pins based on keywords. You have the option of adding over 100 keywords to your campaign so you'll need to be careful about not overdoing it. Pick keywords that describe your pin, not necessarily just keywords you want to rank. This will keep your ads relevant and improve conversions.</li>
<li><strong>Promote evergreen pins:</strong> You don't have to limit your promoted pins to one-off promotions. Instead, use evergreen pins with no expiration date. Just like normal pins, your promoted ones can be repinned and shared. Use promoted pins to boost some of your best performing blog posts so the pin will live on even after you stop the ad campaign.</li>
<li><strong>Add a CTA:</strong> If you take a look at pins being used to promote a blog post, you'll notice a majority don't have any call to action. They generally have a nice looking image, the blog post title in the description a a link to the article. There's nothing to compel people to take action outside of linking to your post. For your promoted posts, take the extra steps to include a CTA like "Click here to learn more."</li>
</ul>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_brand-1.svg')">
<h3>Brands to Learn From</h3>
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<section id="etsy-tab" class="Tabs-panel is-active" role="tabpanel">
<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Uses analytics and data to help decide what to Pin next.</li>
<li>Installed Pin-it buttons on Etsy.com to make it easy for people to Pin products to their own board.</li>
<li>One Etsy seller used Pinterest to increase sales per week by 20%. (<a target="_blank" rel="noopener noreferrer" href="https://business.pinterest.com/en/success-stories/etsy">source</a>)</li>
</ul>
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</section>
<section id="livingroyal-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Uses long, vertical images to help Pins stand out on Pinterest’s grid layout.</li>
<li>Pins images that have performed well on other online platforms and ad campaigns.</li>
<li>Used promoted Pins to generate 40% higher conversion rate than similar channels. (<a target="_blank" rel="noopener noreferrer" href="https://business.pinterest.com/en/success-stories/living-royal">source</a>)</li>
</ul>
</div>
</section>
<section id="jetsetter-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Jetsetter teamed up with Turks & Caicos to create a group board, which expanded their reach on Pinterest to a new audience.</li>
<li>Uses its Facebook page to promote the Pinterest profile.</li>
<li>Hosted a Pin it to win it contest that increased the website’s pageviews by 150%. (<a target="_blank" rel="noopener noreferrer" href="http://mashable.com/2012/05/23/jetsetter-pinterest/#CE0cKMvGlPqb">source</a>)</li>
</ul>
</div>
</section>
</div>
</div>
<div class="Tabs-section">
<a target="_blank" rel="noopener noreferrer" href="//sproutsocial.com/pricing" style="display: block; margin-top: 1.5rem;">
<img src="//media.sproutsocial.com/uploads/sprout-cta-default.png" alt="Social Media Management Tools for Business">
</a>
</div>
</section>
<section id="snapchat-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _padded">
<h2>Snapchat</h2>
<p>Snapchat is the newest player in the social media app world. Marketers are still figuring out the best use for the video sharing network, but there's more than enough reason to make it a priority in your social media marketing strategy.</p>
<p>One of the challenges of Snapchat is the temporary nature of the content. After a day, your Snapchat stories are removed from the app unless you save them elsewhere. It forces brands to get creative and come up with new ideas each day.</p>
</div>
<div class="Tabs-section _gray _padded">
<h3>How Social Media Marketers Use Snapchat</h3>
<p>Snapchat is primarily used for branding purposes. Since the network is entirely mobile and visually based, you don't have some of the perks of other networks. For example, you can't link back to your site or share full articles. Therefore, most companies use it as a platform to connect with their audience.</p>
<p>The main feature of <a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/snapchat-for-business/">Snapchat for business</a> is stories. This allows you to string multiple Snaps together and create a "story."</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_stats.svg')">
<h3>Quick Stats</h3>
</div>
<div class="Tabs-section" style="padding: .75rem 0;">
<div class="Stats FlexGrid _2columns" style="margin: 0;">
<a target="_blank"
rel="noopener noreferrer"
href="http://venturebeat.com/2015/05/26/snapchat-has-100m-daily-users-65-of-whom-upload-photos/"
class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">100 million</h3>
<p class="Stat-description" style="margin-top: 0;">daily active users.</p>
</div>
</div>
</a>
<a target="_blank"
rel="noopener noreferrer"
href="http://www.emarketer.com/Article/Millennials-Smile-Snapchat/1012324"
class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">30%</h3>
<p class="Stat-description" style="margin-top: 0;">of millennials in the U.S. use Snapchat.</p>
</div>
</div>
</a>
<a target="_blank"
rel="noopener noreferrer"
href="http://www.recode.net/2015/3/12/11560116/snapchats-ad-rates-for-its-discover-feature-are-really-high"
class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">1 million</h3>
<p class="Stat-description" style="margin-top: 0;">number of times Snapchat Ads are viewed per day.</p>
</div>
</div>
</a>
<a target="_blank"
rel="noopener noreferrer"
href="http://www.bloomberg.com/news/articles/2016-04-28/snapchat-user-content-fuels-jump-to-10-billion-daily-video-views"
class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">10 billion</h3>
<p class="Stat-description" style="margin-top: 0;">number of video views on Snapchat per day.</p>
</div>
</div>
</a>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_share.svg')">
<h3>What to Share</h3>
</div>
<div class="Tabs-section _padded">
<p>There are plenty of options for what content to share on Snapchat. Some brands like to give a behind the scenes look at life at the company. Others share coupons and flash sales to take advantage of the temporary nature of the app.</p>
<p>Snapchat is for entertainment. Mentioning products or promotions is fine, but you have to do it in a way that's not a blatant advertisement. Otherwise people won't stay engaged.</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_keys-to-success.svg')">
<h3>Keys to Success</h3>
</div>
<div class="Tabs-section _padded">
<div class="FlexGrid _2columns" style="margin: 0;">
<div>
<h4>Snap in the Moment</h4>
<p>Part of the beauty of Snapchat is it allows you to capture moments as they happen. Instead of trying to plan everything in advance, be on the lookout for candid moments worth snapping.</p>
</div>
<div>
<h4>Create a Storyline</h4>
<p>If you want to keep people consistently engaged with your brand on Snapchat, come up with storylines for your stories rather than just combining several random photos and videos. Your followers will have an urge to see what happens next.</p>
</div>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_tactics.svg')">
<h3>Tactics</h3>
</div>
<div class="Tabs-section _padded">
<h6>Enable Story Replies</h6>
<p>Story replies allow users to directly reply to one of your brand's stories by swiping up on their screen. Story replies allow you to better engage with your audience and try creative techniques like Q&A sessions, contests and giveaways.</p>
<p>
<strong>Resource:</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/engagement-on-snapchat/">Increase Engagement on Snapchat With Custom Content & Story Replies</a>
</p>
<h6>Work With Influencers</h6>
<p>Unlike many social networks, the top Snapchat accounts aren't businesses and celebrities. The most followed accounts are often social media stars and everyday people that create entertaining stories. Top brands and agencies realize this and are using it to their advantage. You can do the same by linking up with influencers with a large following and letting them take over your Snapchat account for a day. Their followers will rush to your account to see what's being snapped, which can quickly grow your audience.</p>
<p>
<strong>Resource:</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/snapchat-for-business/">How to Creatively Use Snapchat for Business</a>
</p>
<h6>Launch Exclusives</h6>
<p>Since Snapchat content has an expiration date, it's the perfect channel to offer limited time offers and deals. Occasionally, make a snap offering an exclusive discount for your Snapchat followers. The key is to only promote it on Snapchat so it entices customers to follow you there.</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_metrics.svg')">
<h3>Metrics to Track</h3>
</div>
<div class="Tabs-section" style="padding-top: 1.5rem;">
<p>Unfortunately Snapchats statistics are somewhat limited right now and there is no built-in analytics dashboard yet. If you want to track your historical data, you'll have to do it manually. But here are the main two metrics to monitor.</p>
</div>
<div class="Tabs-section">
<div class="FlexGrid _2columns" style="margin: 0;">
<div class="Card _inverse">
<div class="Card-body">
<h3>Views</h3>
<p>The number of views your snaps or stories have received.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Screenshots Taken</h3>
<p>How many times people have taken a screenshot of your snaps.</p>
</div>
</div>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_advertising-1.svg')">
<h3>Advertising on Snapchat</h3>
</div>
<div class="Tabs-section _padded">
<p>Snapchat's advertising platform is still in its infancy stage. It was only available to a few companies during the initial launch. More companies have joined, but it's still not an open platform. If you want to test out Snap Ads, you'll have to <a target="_blank" rel="noopener noreferrer" href="https://support.snapchat.com/en-US/co/inquiries">apply online</a>. Every ad is manually reviewed by Snapchat. This makes the costs are significantly higher than other social media advertising platforms, which creates a larger barrier to entry.</p>
<p>However, initial tests for Snap Ads look very promising. According to Snapchat, <a target="_blank" rel="noopener noreferrer" href="https://www.snapchat.com/ads">the swipe-up rate</a> for Snap Ads is 5 times higher than the average click-through rate for comparable platforms. For brands looking to reach a younger demographic, Snap Ads could be a viable option. The app is used by 41% of 18-34 year olds in the US.</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_brand-1.svg')">
<h3>Brands to Learn From</h3>
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<button class="Tabs-button js-tab-switch"
role="tab"
title="Grubhub"
data-target="#grubhub-tab">
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</nav>
<section id="warbyparker-tab" class="Tabs-panel is-active" role="tabpanel">
<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Creates recurring Snapchat series like “Desk Job” to keep followers anxious for the next story.</li>
<li>Uses its larger social media accounts to help grow the Snapchat following.</li>
<li>Released its first Snapchat exclusive set of glasses, only available to its followers. (<a target="_blank" rel="noopener noreferrer" href="https://techcrunch.com/2016/07/20/warby-parker-snapchat-exclusive/">source</a>)</li>
</ul>
</div>
</section>
<section id="redbull-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Creates high energy snaps aligned with its brand and audience.</li>
<li>Encourages fans to create UGC through its sponsored filters.</li>
<li>Allows influencers to temporarily take over its Snapchat for a day. (<a target="_blank" rel="noopener noreferrer" href="http://www.redbull.com/us/en/snow/stories/1331708541756/mark-mcmorris-snapchat-story">source</a>)</li>
</ul>
</div>
</section>
<section id="grubhub-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Got a headstart on other brands by being an early adopter of Snapchat.</li>
<li>Uses Snapchat for two-way communication by asking followers to respond and participate rather than just broadcasting snaps.</li>
<li>Launched the first Snapchat scavenger hunt contest, which increased followers by 20%. (<a target="_blank" rel="noopener noreferrer" href="http://shortyawards.com/7th/grubhub-on-snapchat">source</a>)</li>
</ul>
</div>
</section>
</div>
</div>
<div class="Tabs-section">
<a target="_blank" rel="noopener noreferrer" href="//sproutsocial.com/pricing" style="display: block; margin-top: 1.5rem;">
<img src="//media.sproutsocial.com/uploads/sprout-cta-default.png" alt="Social Media Management Tools for Business">
</a>
</div>
</section>
<section id="googleplus-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _padded">
<h2>Google+</h2>
<p>The question of Google+ still being worthwhile for marketers is asked all the time. After some initial momentum during its launch, the buzz has kind of fizzled when compared to newer networks like Instagram or Snapchat. But that doesn't mean it's time to call it quits.</p>
</div>
<div class="Tabs-section _gray _padded">
<h3>How Social Media Marketers Use Google+</h3>
<p>Social media marketers use Google+ a few different ways, but it's primarily used to distribute content. Whether it's curating articles from around the web or promoting your own content, Google+ is still a great platform for distribution.</p>
<p>Another good use of Google+ is for community management. Brands have the ability to create communities where customers and followers can interact and get information.</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_stats.svg')">
<h3>Quick Stats</h3>
</div>
<div class="Tabs-section" style="padding: .75rem 0;">
<div class="Stats FlexGrid _2columns" style="margin: 0;">
<a target="_blank"
rel="noopener noreferrer"
href="http://www.emarketer.com/Article/LinkedIn-Lives-Up-Its-B2B-Reputation/1011967"
class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">64%</h3>
<p class="Stat-description" style="margin-top: 0;">of B2B companies in the U.S. use Google+ to distribute content.</p>
</div>
</div>
</a>
<a target="_blank"
rel="noopener noreferrer"
href="http://www.adweek.com/socialtimes/which-apps-are-the-class-of-2015-using-infographic/622614"
class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">25%</h3>
<p class="Stat-description" style="margin-top: 0;">of high school students used Google+ daily in 2015.</p>
</div>
</div>
</a>
<a target="_blank"
rel="noopener noreferrer"
href="http://www.marketingpilgrim.com/2014/01/facebook-is-the-most-visited-social-network-twitter-and-google-tied-for-3rd.html"
class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">28%</h3>
<p class="Stat-description" style="margin-top: 0;">of millennials use Google+ at least once a month.</p>
</div>
</div>
</a>
<a target="_blank"
rel="noopener noreferrer"
href="http://www.emarketer.com/Article/Young-Users-Zoom-on-Instagram/1011795"
class="Card _inverse _interactive">
<div class="Card-body">
<div class="Stat">
<h3 class="Stat-number">37%</h3>
<p class="Stat-description" style="margin-top: 0;">of social media users are on Google+.</p>
</div>
</div>
</a>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_share.svg')">
<h3>What to Share</h3>
</div>
<div class="Tabs-section _padded" style="padding-top: 1.5rem;">
<p>The most common type of content shared on Google+ is curated articles. Make Google+ a step in your publishing checklist. After your article goes live, create a Google+ post with a brief description and a link to the article. Google+ will pull in the meta data and an image to make your post visually appealing.</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_keys-to-success.svg')">
<h3>Keys to Success</h3>
</div>
<div class="Tabs-section _padded">
<div class="FlexGrid _2columns" style="margin: 0;">
<div>
<h4>Promote Your Page</h4>
<p>Google+ pages aren't the easiest to find. When you Google a brand's name, you'll typically see their Facebook and Twitter pages in the results. In order find a company's Google+ page, you have to search "Company Name Google+" or search on <a target="_blank" rel="noopener noreferrer" href="https://plus.google.com/">plus.google.com</a>. To make sure people are aware of your Google+ page, link to it on your site like your other profiles and promote it as much as possible.</p>
</div>
<div>
<h4>Be Consistent</h4>
<p>Like with any other social network, consistency is key. Since Google+ has a bit of a reputation for being a ghost town, going long periods of time without posting anything new can signal to your followers your page is no longer active. Use Sprout Social to <a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/integrations/google-plus/">schedule your Google+ posts</a> for the week and avoid inactivity.</p>
</div>
<div>
<h4>Be Visual</h4>
<p>Google+ has made efforts to increase the importance of visuals in posts. Google enlarged the photo sizes as well as redesigned the stream to make images stand out even more. Add images or YouTube videos to your posts to make them pop.</p>
</div>
<div>
<h4>Optimize Your Profile</h4>
<p>In addition to adding a header and profile photo, take the time to write a company description that includes relevant keywords. You also have the ability to add multiple URL's, which can go to your blog or other social media accounts.</p>
</div>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_tactics.svg')">
<h3>Tactics</h3>
</div>
<div class="Tabs-section _padded">
<h6>Host Hangouts</h6>
<p>Hangouts were one of the most anticipated features with Google+. In fact, after Google+ removed several features, Hangouts continued to improve. Use Google+ Hangouts to host live chats, webinars and other video events for your audience. Come up with a compelling topic, invite as many people as possible and launch your event on Hangouts.</p>
<p>
<strong>Resource:</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/google-hangout-habits-successful-community-managers/">Google+ Hangout: Habits of Successful Community Managers</a>
</p>
<h6>Format Your Posts</h6>
<p>A big advantage to Google+ over other social networks is the ability to format text. You can add bold, italics, or strikethroughs in your post by using these simple commands:</p>
<ul>
<li>*Text* = Bold</li>
<li>_Text_ = Italics</li>
<li>-Text- = Strikethrough</li>
</ul>
<p>
<strong>Resource:</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/google-plus-features-business/">Upgrade Your Strategy With These Little-Known Google+ Features</a>
</p>
<h6>Join Communities</h6>
<p>Communities are where you'll find the most active Google+ users. Search for keywords related to your industry to find relevant communities for your brand to join. Check the dates of the latest posts to see how active the community is on Google+. If people are posting regularly, join and start contributing.</p>
<p>
<strong>Resource:</strong><br>
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/is-google-plus-dead/">Why You Should Should Stop Asking Is Google Plus Dead</a>
</p>
</div>
<div class="Tabs-section _heading" style="margin-top: .75rem; background-image: url('//media.sproutsocial.com/uploads/ugsmm_metrics.svg')">
<h3>Metrics to Track</h3>
</div>
<div class="Tabs-section" style="padding: .75rem 0;">
<div class="FlexGrid _2columns" style="margin: 0;">
<div class="Card _inverse">
<div class="Card-body">
<h3>Views</h3>
<p>The number of views your Google+ page has received.</p>
</div>
</div>
<div class="Card _inverse">
<div class="Card-body">
<h3>Actions on Posts</h3>
<p>How many actions have been taken on your posts such as +1's and comments.</p>
</div>
</div>
</div>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_advertising-1.svg')">
<h3>Advertising on Google+</h3>
</div>
<div class="Tabs-section _padded">
<p>Google+ no longer has its own advertising platform. During its early stages, there was a feature called <a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/insights/how-to-use-google-post-ads/">Google +Post Ads</a>, but that has since been retired. If you want to advertise on Google, <a target="_blank" rel="noopener noreferrer" href="https://www.google.com/adwords/">explore AdWords</a>, which will allow you to advertise on Google's search and display networks.</p>
</div>
<div class="Tabs-section _heading" style="background-image: url('//media.sproutsocial.com/uploads/ugsmm_brand-1.svg')">
<h3>Brands to Learn From</h3>
</div>
<div class="Tabs-section">
<div class="Tabs _vertical" style="margin-top: 1.5rem;">
<nav class="Tabs-list js-tab-group" role="tablist">
<button class="Tabs-button is-active js-tab-switch"
role="tab"
title="Android"
data-target="#android-tab">
<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 78.82 54"><title>Android</title><path d="M55.76 17.54a3.7 3.7 0 0 0-3.7 3.7v13.1a3.7 3.7 0 0 0 3.7 3.7 3.7 3.7 0 0 0 3.7-3.7v-13.1a3.7 3.7 0 0 0-3.7-3.7z" fill="#fff"/><path d="M18.73 17.55a3.7 3.7 0 0 1 3.7 3.7v13.1a3.7 3.7 0 0 1-3.7 3.7 3.7 3.7 0 0 1-3.7-3.7v-13.1a3.7 3.7 0 0 1 3.7-3.7z" fill="#fff" data-name="c"/><path d="M51.29 18.41V39a3.39 3.39 0 0 1-3.39 3.39h-1.7v6.91a3.7 3.7 0 0 1-3.67 3.7 3.76 3.76 0 0 1-3.73-3.76v-6.88h-3.08v6.87A3.76 3.76 0 0 1 32 53a3.7 3.7 0 0 1-3.67-3.7v-6.94h-1.7a3.39 3.39 0 0 1-3.4-3.36V18.41h28.06zM44.71 6.52l2.22-4a1 1 0 1 0-1.75-1l-2.27 4.1a15.15 15.15 0 0 0-11.11 0l-2.27-4.1a1 1 0 1 0-1.75 1l2.22 4c-4 2.28-6.75 5.65-6.75 11.23H51.3c0-5.67-2.59-8.94-6.59-11.23zM31 12.16a.94.94 0 1 1 .77-.77.95.95 0 0 1-.77.77zm12.95 0a.94.94 0 1 1 .77-.77.95.95 0 0 1-.72.77z" fill="#fff"/></svg>
</button>
<button class="Tabs-button js-tab-switch"
role="tab"
title="TechCrunch"
data-target="#techcrunch-tab">
<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 178.33 31" style="width: 50%;"><title>Techcrunch</title><path d="M68 12.38V23h-3.91V12.38h-3.92V9h11.72v3.38H68zM81 18.78h-6.21a1.66 1.66 0 0 0 1.78 1.68 5.48 5.48 0 0 0 2.72-.74L80.67 22a8.15 8.15 0 0 1-4.28 1.2c-3.16 0-4.9-2.24-4.9-5.46 0-3.62 2-5.48 4.8-5.48S81 14.18 81 18.08a6.73 6.73 0 0 1 0 .7zm-4.76-3.84c-.82 0-1.28.56-1.4 1.6h3c-.23-1.06-.59-1.6-1.65-1.6zM87.65 23.22c-3.08 0-4.92-2-4.92-5.5 0-3.22 1.64-5.44 5-5.44a4.4 4.4 0 0 1 4 2.4l-2.48 1.88c-.5-.92-.84-1.36-1.62-1.36s-1.38.92-1.38 2.58.5 2.52 1.48 2.52c.68 0 1.16-.38 1.82-1.36l2.28 1.78c-1.18 1.8-2.32 2.5-4.18 2.5zM99.93 23v-6c0-1.36-.46-1.72-1.2-1.72s-1.22.36-1.22 1.68v6h-3.6V9.86l3.6-1.44v4.78a4 4 0 0 1 2.64-.92c2.3 0 3.4 1.54 3.4 4.3V23h-3.62zM112.17 23.22c-4.16 0-6.38-3.08-6.38-7.22 0-4.5 2.64-7.22 6.4-7.22 3.44 0 4.8 1.48 5.76 4.12l-3.52 1.38c-.5-1.3-1-2.12-2.26-2.12-1.62 0-2.32 1.62-2.32 3.84s.68 3.84 2.36 3.84c1.22 0 1.74-.66 2.5-2L118 19.6a6 6 0 0 1-5.83 3.62zM126.85 16.46a2.27 2.27 0 0 0-1.68-.88c-.88 0-1.42.42-1.42 1.7V23h-3.6V12.5h3.6v.76a3.22 3.22 0 0 1 3.94-.54zM135.41 23v-.7a4 4 0 0 1-2.62.92c-2.3 0-3.4-1.54-3.4-4.3V12.5H133v6c0 1.36.46 1.72 1.2 1.72s1.2-.36 1.2-1.68v-6h3.6V23h-3.62zM147.65 23v-6c0-1.36-.46-1.72-1.2-1.72s-1.22.36-1.22 1.68v6h-3.6V12.5h3.6v.7a4 4 0 0 1 2.64-.92c2.3 0 3.4 1.54 3.4 4.3V23h-3.62zM158.29 23.22c-3.08 0-4.92-2-4.92-5.5 0-3.22 1.64-5.44 5-5.44a4.4 4.4 0 0 1 4 2.4l-2.48 1.88c-.5-.92-.84-1.36-1.62-1.36s-1.38.92-1.38 2.58.5 2.52 1.48 2.52c.68 0 1.16-.38 1.82-1.36l2.28 1.78c-1.18 1.8-2.32 2.5-4.18 2.5zM170.57 23v-6c0-1.36-.46-1.72-1.2-1.72s-1.22.36-1.22 1.68v6h-3.6V9.86l3.6-1.44v4.78a4 4 0 0 1 2.64-.92c2.3 0 3.4 1.54 3.4 4.3V23h-3.62zM4.33 3.33v8h8v16h8v-16h8v-8h-24M36.33 19.33v-8h-8v16h24v-8h-16" fill="#fff"/><path fill="#fff" d="M36.33 3.33h16v8h-16z"/></svg>
</button>
<button class="Tabs-button js-tab-switch"
role="tab"
title="NASA"
data-target="#nasa-tab">
<svg xmlns="http://www.w3.org/2000/svg" viewBox="0 0 84.67 73"><title>NASA</title><path d="M70.51 35.68a29.39 29.39 0 1 1-29.4-29.36 29.72 29.72 0 0 1 29.4 29.36" fill="none" stroke="#fff" stroke-miterlimit="10"/><path d="M47.74 51.14c12.56 5.17 10.38-7.89 3.68-17.88A54.46 54.46 0 0 0 39.57 20.6c-10.35-7.55-16.73-3-9.43 11.92 2.36 4.82 5.4 8.07 7.77 11.13 1.8 2.35 5.33 3.51 4.09 4.62-1.4 1.25-4.79-4.27-4.79-4.27a67.06 67.06 0 0 1-7.35-10.66c-5.62-10.09-4.81-20.4 5.36-15.91 8.63 3.81 16.87 14.5 20.18 22.09 1.53 3.5 5.7 17.37-7.59 11.76M16.71 30h4.62s4 6.8 4 6.86v-5.48a5.27 5.27 0 0 0-.94-1.38h3.33c-.71.82-.85.76-.85 1.27v8.07c0 .51.38.71 1 1.59h-4.63c-1.5-2.5-4.26-7.2-4.24-7.18s-.06 2.94 0 5.3c0 .78.38 1 1 1.74h-3.62c1.33-.71 1.15-1.59 1.15-1.62v-7.83c0-.29 0-.27-.93-1.38" fill="#fff"/><path d="M32.52 35.05c.42-1.47.79-2.79 1-3.65a2.73 2.73 0 0 0-.88-1.21v-.08h5.52c.74 1.8 2.42 6.83 3.68 9.92a1.56 1.56 0 0 0 .91 1h-6.54c1.15-1 1-1 .5-2.53H33c-.74 1.71.23 2.51.35 2.5h-3.59c1.5-1.06 1.41-1.38 1.41-1.38.41-1.47.89-3.08 1.31-4.53H34l-.63 2h2.86L34.63 33 34 35h-1.48M57.21 35.2c.42-1.47.79-2.79 1-3.65a2.74 2.74 0 0 0-.88-1.21v-.08h5.52c.74 1.8 2.42 6.83 3.68 9.92a1.56 1.56 0 0 0 .91 1H60.9c1.15-1 1-1 .5-2.53h-3.6c-.74 1.71.23 2.51.35 2.5h-3.59c1.5-1.06 1.41-1.38 1.41-1.38.41-1.47.89-3.08 1.31-4.53h1.47l-.63 2h2.86l-1.59-4.06-.63 2h-1.55M52.56 32.78c-.06-2.09 0-2.77 0-2.77-.91.74-.45.64-2.74.27-6.59-1.09-7.09 5.07-3.51 6.45 3 1.16 4.08 1.39 3.62 2.47-.15.35-2.89 1.65-5.72-1l.06 3.65a12.64 12.64 0 0 1 1.33-1 7.51 7.51 0 0 0 5.8-.06c4.21-2.15 2.11-5.63-2.39-7-3.74-1.15-.21-3.83 3.51-1M41.53 9a.24.24 0 1 1-.24-.24.24.24 0 0 1 .24.24M43.19 12.61a.29.29 0 1 1-.29-.29.3.3 0 0 1 .29.29M47.5 18.54a.29.29 0 0 1-.59 0 .29.29 0 0 1 .29-.29.3.3 0 0 1 .3.29M40.57 14.66a.24.24 0 1 1-.24-.24.24.24 0 0 1 .24.24M43.15 16a.24.24 0 1 1-.24-.24.24.24 0 0 1 .24.24M39.8 12.21a.29.29 0 1 1-.29-.29.3.3 0 0 1 .29.29M35.89 14.58a.24.24 0 1 1-.24-.24.24.24 0 0 1 .24.24M36.59 15.06a.24.24 0 1 1-.24-.24.24.24 0 0 1 .24.24M37.29 15.54a.24.24 0 1 1-.24-.24.24.24 0 0 1 .24.24M36.23 16.46a.24.24 0 1 1-.23-.24.24.24 0 0 1 .24.24M30.66 20.36a.24.24 0 1 1-.24-.24.24.24 0 0 1 .24.24M31.7 21.61a.24.24 0 1 1-.24-.24.24.24 0 0 1 .24.24M30.88 41.81a.24.24 0 1 1-.24-.24.24.24 0 0 1 .24.24M31 47.38a.29.29 0 1 1-.29-.29.3.3 0 0 1 .29.29M27.85 50.24a.24.24 0 1 1-.23-.24.24.24 0 0 1 .24.24M29.92 53.69a.23.23 0 0 1-.23.24.25.25 0 0 1-.25-.24.24.24 0 0 1 .48 0M32.9 51.51a.29.29 0 0 1-.29.29.3.3 0 0 1-.3-.29.29.29 0 0 1 .59 0M33.24 54.32a.25.25 0 0 1-.25.24.24.24 0 1 1 0-.48.25.25 0 0 1 .25.24M45.51 51.63a.24.24 0 1 1-.24-.24.24.24 0 0 1 .24.24M39.8 53.66a.24.24 0 1 1-.24-.24.24.24 0 0 1 .24.24M55.16 56.57a.24.24 0 1 1-.24-.24.24.24 0 0 1 .24.24M56.41 45.25a.29.29 0 1 1-.3-.25.3.3 0 0 1 .29.29M54.05 46.85a.24.24 0 1 1-.24-.24.24.24 0 0 1 .24.24M56.37 47.31a.29.29 0 1 1-.29-.31.3.3 0 0 1 .29.29M54.05 50.16a.24.24 0 1 1-.24-.24.24.24 0 0 1 .24.24M60.05 43.65a.24.24 0 1 1-.24-.24.24.24 0 0 1 .24.24M60.64 45.1a.29.29 0 0 1-.28.29.3.3 0 0 1-.36-.29.29.29 0 0 1 .59 0M64.77 46.83a.29.29 0 1 1-.29-.29.3.3 0 0 1 .29.29M60.57 49.91a.24.24 0 1 1-.24-.24.24.24 0 0 1 .24.24M63.22 47.4a.24.24 0 1 1-.22-.24.24.24 0 0 1 .24.24M62.73 51.27a.24.24 0 1 1-.23-.27.24.24 0 0 1 .24.24M63.86 44.85a.37.37 0 1 1-.37-.37.37.37 0 0 1 .37.37" fill="#fff"/><path d="M63.49 43.72l-.11 1-1 .11 1 .11.11 1 .11-1 1-.13-1-.09-.11-1M61.28 51.25a.37.37 0 1 1-.37-.37.37.37 0 0 1 .37.37" fill="#fff"/><path d="M60.91 50.13l-.11 1-1 .11 1 .11.11 1 .11-1 1-.13-1-.09-.11-1M33.8 20.85a.37.37 0 1 1-.37-.37.37.37 0 0 1 .37.37" fill="#fff"/><path d="M33.43 19.73l-.11 1-1 .11 1 .11.11 1 .11-1 1-.13-1-.09-.11-1M47.51 12a.37.37 0 1 1-.37-.37.37.37 0 0 1 .37.37" fill="#fff"/><path d="M47.14 10.83l-.11 1L46 12l1 .11.11 1 .11-1 1-.13-1-.09-.11-1M30.85 57.14a.37.37 0 1 1-.37-.37.37.37 0 0 1 .37.37" fill="#fff"/><path d="M30.49 56l-.11 1-1 .11 1 .11.11 1 .11-1 1-.13-1-.09-.11-1" fill="#fff"/><path d="M79.25 9.16C74.77 22.44 56.83 32.7 41.73 42.49A189.29 189.29 0 0 0 17.34 61c-1.38 1.29-.2 0-.17 0l-.1.09c8.69-10 18.67-15.94 24.19-19.69C49.18 36 54.21 34 65.37 24.49c-17.19 11.69-43 12.16-56.45 20.1l-.22-.2c5.52-3.68 10.76-6.05 19.67-9 12.52-4.14 22-6.92 33.52-12.73 4.45-2.24 11.71-6.86 15.7-11.33a17 17 0 0 0 1.66-2.17z" fill="#fff" opacity=".38"/><path d="M79.26 9.15a17 17 0 0 1-1.66 2.16z" fill="#fff" opacity=".23"/><path d="M47.74 51.14c12.56 5.17 10.38-7.89 3.68-17.88A53.43 53.43 0 0 0 39.57 20.6c-4-2.92-4.34-3.16-4.34-3.16 8.84 4.2 16.87 14.5 20.18 22.09 1.53 3.5 5.7 17.37-7.59 11.76" fill="#fff"/></svg>
</button>
</nav>
<section id="android-tab" class="Tabs-panel is-active" role="tabpanel">
<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Uses the Android Google+ community to reach more people and drive engagement.</li>
<li>Posts a mix of photos, links, GIFs and video content.</li>
<li>Asks questions to spark discussions in the comments section.</li>
</ul>
</div>
</section>
<section id="techcrunch-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Aggregates its latest blog posts for extra exposure.</li>
<li>Includes a featured image with each post.</li>
<li>Uses Google+ to connect with its core audience of techies.</li>
</ul>
</div>
</section>
<section id="nasa-tab" class="Tabs-panel" role="tabpanel">
<div class="Tabs-section _gray" style="padding: .75rem;">
<ul style="padding-left: 1rem; margin-top: 0;">
<li>Posts content exclusively for Google+.</li>
<li>Includes a brief description for the links it shares instead of just using a headline.</li>
<li>Uses high-quality photos that resonate with its followers.</li>
</ul>
</div>
</section>
</div>
</div>
<div class="Tabs-section">
<a target="_blank" rel="noopener noreferrer" href="http://sproutsocial.com/integrations/google-plus/" style="display: block; margin-top: 1.5rem;">
<img src="//media.sproutsocial.com/uploads/2016/06/Google_.png">
</a>
</div>
</section>
<div style="text-align: right; padding: .75rem; margin-top: 1.5rem;">
<a href="#Network-Tabs">Return to network selection</a>
</div>
</div>
/* No context defined for this component. */
// Tabs
//
// Tabs are an accessible compoment meant to hide and show information.
//
// Markup: Tabs.html
//
// Style guide: Patterns.Tabs
@import "../Post/Post";
.Tabs {
&-list {
&._large {
@include font-size-head;
}
&._gray {
background: get-color(neutral, 800);
}
._horizontal & {
display: flex;
flex-direction: row;
justify-content: space-between;
}
}
&-button {
@include font-weight-semibold;
position: relative;
display: block;
padding: 0 .25rem;
margin: 0;
color: get-color(neutral, 0);
text-align: center;
text-decoration: none;
background-color: get-color(neutral, 800);
border: none;
outline: none;
.icon {
pointer-events: none;
}
&:hover {
background: get-color(neutral, 500);
}
._horizontal & {
flex: 1;
}
._vertical & {
display: block;
width: 100%;
padding: .75rem;
}
&.is-active {
color: get-color(neutral, 0);
background: theme-color(primary, dark);
&._twitter {
background-color: get-network-color(twitter);
}
&._facebook {
background-color: get-network-color(facebook);
}
&._linkedin {
background-color: get-network-color(linkedin);
}
&._instagram {
background-color: get-network-color(instagram);
}
&._googleplus {
background-color: get-network-color(googleplus);
}
&._snapchat {
background-color: get-network-color(snapchat);
}
&._pinterest {
background-color: get-network-color(pinterest);
}
}
}
&-button svg {
display: block;
height: 50px;
max-width: 100%;
margin: 0 auto;
fill: currentColor;
pointer-events: none;
}
&-panel {
display: none;
margin: 0;
&.is-active {
display: block;
}
}
&-section {
margin-top: 0;
}
&-section._bordered {
border-top: 1px solid get-color(neutral, 300);
}
&-section._gray {
background: get-color(neutral, 100);
}
&-section._heading {
display: block;
padding: 1.5rem .75rem;
text-align: center;
background-repeat: no-repeat;
background-position: center;
background-size: 100%;
h3 {
color: get-color(neutral, 0);
}
}
&-section._primary {
background: theme-color(primary, dark);
> * {
color: get-color(neutral, 0);
}
}
&-section._padded {
padding: 3rem 1.5rem;
}
&._bordered {
border: 1px solid get-color(neutral, 300);
}
}
@media screen and (min-width: 910px) {
.Tabs {
&._vertical {
display: flex;
}
&-button {
._vertical & {
padding: 1.5rem;
text-align: left;
+ * {
margin-top: .75rem;
}
}
}
&-button.is-active {
._horizontal & {
@include triangle-dingus(bottom, center, 10px, theme-color(primary));
&._twitter::before {
// For the dingus
border-top-color: get-network-color(twitter);
}
&._facebook::before {
// For the dingus
border-top-color: get-network-color(facebook);
}
&._linkedin::before {
// For the dingus
border-top-color: get-network-color(linkedin);
}
&._instagram::before {
// For the dingus
border-top-color: get-network-color(instagram);
}
&._googleplus::before {
// For the dingus
border-top-color: get-network-color(googleplus);
}
&._snapchat::before {
// For the dingus
border-top-color: get-network-color(snapchat);
}
&._pinterest::before {
border-top-color: get-network-color(pinterest);
}
}
._vertical & {
@include triangle-dingus(right, center, 10px, theme-color(primary, dark));
display: flex;
&::before {
right: -20px; // TODO: Refactor triangle-dingus to allow what im trying to do here
left: auto;
}
}
}
&-list {
._vertical & {
@include font-size-small;
display: block;
margin-right: 20px;
flex: 1 0 280px;
}
}
&-section._heading {
h3 {
@include font-size-subhead;
}
}
}
}
There are no notes for this item.