Why Web Presence on Social Media Channels is Important

Social media networks are more than just a fad—they are here to stay. Facebook has already been around for a decade, and other social networking channels such as Twitter, LinkedIn, and the hipsterific Instagram are still going strong.

Social media proves that having a mere static website is not enough. You have to reach out to people in the places where they hang out and interact. Building a formidable and noticeable web presence means engaging in best optimization practices that specifically targets these online channels. And here's how it's done:

Update Frequently

There's no point in having a Facebook account if you don't update frequently. Social networks are constantly changing—status updates are fleeting and last for only a short period of time before they become irrelevant. Moz.com reports that the half-life of "tweets" on Twitter is only 18 minutes. After this half-life period has passed, a tweet loses its chances of being retweeted or favorited.

Engage

The whole point of online channels like Facebook and Twitter is engagement! Reply to your followers. Talk to them. Follow up on their comments. Retweet their jokes. Exchange comments with them. Work on your social relationships.

Of course, social channels are not all created equal. What works on Facebook might not work on LinkedIn and vice-versa:

LinkedIn. LinkedIn is not the place where people share baby pictures, tweet the latest jokes, or pass on those irresistible viral videos. It's a network that is oriented toward career professionals. To create a web presence here means engaging people in a professional discussion on topics that are related to your industry. Create content that is relevant to your industry or business.

Twitter. Everyone knows that Twitter limits your updates to 140 characters, so make use of this limited space as best as you can. For example, when promoting an article on your website, provide a one-liner summary that instantly gives your followers an overview of what to expect when they click that tweet.

Facebook. Facebook's algorithm changes regularly. While no one seems to understand exactly how this algorithm works, what's sure is that the network likes posts that feel conversational in nature. Spammy posts that are overtly commercial and promotional (e.g. "Buy this product!" "Click here to see this item.") are not given as much focus as posts that feel organic. And it's easy to see why. IBM is a great example. While most people would think that IBM is a boring company in general, the company's page actually reflects the opposite. The page contains interesting updates about IBM's latest projects, plus some fun facts related to the company's industry.

Contact Website Optimization to find out how you can maximize your social media presence.

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