Together, social media channels and your website should work seamlessly to promote your online brand. I’ll dive into a quick how-to guide to ensure your business website and social media platforms are working together to maximize your online exposure.
Include Visible Social Media Buttons :
This seems like a no-brainer, but double-check. Best practices suggest that social media buttons be displayed on the top, bottom or along the side of your home page. Links or buttons that remain in your navigation as the user moves from page to page are optimal.
To ensure that users don’t exit your web page altogether, you may want to create the buttons or links so that they open your social media pages in new windows.
Also, do not feel obligated to link out to all social media channels you’ve created or dabbled in. If you’re fonder of Twitter and have completely abandoned your Facebook page, there’s no reason to link to any outlet that is not being actively managed. In fact, linking out to inactive channels can ultimately cause more harm than good.
There are several ways in which to display your buttons or links and none of them are wrong. In this case, it is more of a design preference focused on how the user will be interacting with the site.
Integrate Social Where it Makes Sense :
If you use social media to keep your customers or clients apprised of your recent happenings and are actively managing your outlets on a daily or bi-weekly basis, it might be wise to showcase your Twitter feed or Facebook posts directly on your website.
Linking out or displaying inactive social media channels will only cripple your online efforts. If you choose to go this route, it is important that you maintain your presence.
Include Share Buttons :
If you sell a product or run a full-fledged eCommerce site and you haven’t added share buttons to your product pages, you are missing out on a whole host of potential social impressions.
Share buttons should enable website-goers to seamlessly share or recommend a product.
Use Analytics :
Pay attention to the way in which individuals are using your social media buttons by tapping into Google Analytics. How many people are actually clicking on your outbound social media links?
An easy way to explore this is by setting up Event Tracking in Google Analytics. If you’re unfamiliar with Event Tracking, Google provides a step-by-step guide on how to incorporate the correct codes into your site.
Pay Attention to Terms and Conditions :
This goes hand in hand with staying up to date and knowledgeable, but I continue to see major brands using social media in ways that violate platforms’ terms and conditions.
Don’t Over-Do It :
You want to make sure that compelling information is easily shareable, but littering social media share buttons all over your webpage isn’t the way to go. Before adding share buttons to a page, ask yourself, “Is there information here that people would find worth sharing?”
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