Guest blog: The most important social media for your WordPress website – target groups, content and benefits (Part 1)
Milou de Kleijn, February 7, 2018
Series – How to Gain More Reach for Your WordPress Website – Part 1: The Most Important Social Media for Your WordPress Website – Target Groups, Content, and Benefits
Social media are effective communication channels for promoting your own WordPress website. This applies to WordPress website owners as well as small and large WordPress blogs, corporate blogs or WP Internet shops: In the social networks, your topics, services, and products gain attention. You reach new target groups, increase your community, your traffic and you have a valuable foothold to your blog, your webshop or your WordPress website.
It is not enough just to publish content on your own blog or website. Only a fraction of potential readers finds their way directly to your WP website or blog. To attract more visitors, it makes sense to publish your website content, blog posts, pictures, and videos on social media – since the social networks achieve high reach and offer many opportunities for interaction with the target group. Not only in the consumer sector, but also the B2B segment: decision-makers use the social media channels specifically to research and exchange information and discuss current topics.
Making full use of social media
But, when you look at many WordPress blogs and websites, it is noticeable that most of them use only a few social media channels. The consequence: Valuable potential is lost because you reach only a certain part of your target group. Whoever is broadly positioned in the social media has the opportunity to address different target groups and exploit the full power of social networks.
Find out in this article which networks are suitable for your WP promotion and how you can make the best use of the different channels.
Each network offers different options for presenting and promoting blog posts and content. While hashtags work well on Twitter and Instagram, they are less effective on Facebook and LinkedIn. With @Handles, other networkers can be addressed directly and emoji’s personalize social media posts with visualized feelings.
Posting formats are also different. Image posts work better on Facebook than link posts. And, on Instagram, experts argue about whether rectangular images should be cropped off to the side, or whether they should have a frame to fit into Instagram’s square format. Long comments lead to more feedback on Google+ than short ones and on Facebook, it’s the other way around. Personal comments and questions provide more feedback, likes, and shares on all networks.
Not only does every social media network work differently, but also every social media community is individual and reacts differently to content, contribution formats or the frequency of postings. The different networks are used by different target groups for different purposes and at different times. Therefore, avoid treating all networks and communities equally.
These are the special features of the most popular social media:
Facebook is the world’s most popular network with 2.07 billion users and 1.37 billion daily visitors worldwide.
On Facebook, users exchange information with status messages, links, pictures, and videos. Other users can use the “Like” and “Share” buttons to spread the message. Companies use Facebook pages to keep their target audience informed about new products and company news. Bloggers often use their personal profiles for their topics.
How to use Facebook as a WordPress blogger or content manager:
- Share your blog posts on profiles, pages and in groups
- Videos and images are particularly popular on Facebook and achieve more engagement than plain text posts. Include short comments with a call to action to make them even more engaging.
- Post links to increase reach and link to long articles with up to 1,000 words.
- #Hashtags are possible but do not add much value.
- Post personal comments to encourage interaction
- Encourage your readers to express their opinions
- Keep it short: Posts with less than 50 characters are more appealing
- Best times to post: 13 – 19 o’ clock and on weekends
- Post once for the first release
- Share evergreen content every 2 – 3 months on your profile, page or group
A maximum of 280 characters is used to communicate on Twitter. The advantage of this network is that companies and bloggers can easily reach users outside their contact circle via #hashtags. Pictures, short videos, and links can also be shared here. By using Likes and Retweets, you can achieve a lot of interaction on Twitter and enlarge your community.
How to use Twitter as a WordPress blogger or content manager:
- 280 characters + picture + link
- Use #Hashtags and @Handles
- Best times: 8 – 10 o’ clock, 11 – 13 o’ clock, 16 – 19 o’ clock
- Share your posts multiple times
- Vary your post texts and images
- Provide a continuous news stream
- Add curated content to your own posts
On Google+, users divide their contacts into individual (contact) circles. This enables companies and bloggers to publish their status reports to specific target groups. In addition, groups offer the possibility to reach people with specific interests outside their own contact circle. In video chats (“hangouts”) several users can communicate with each other audio visually at the same time. Another advantage of the network: Google+ is linked to YouTube and Google search.
How to use Google+ as a WordPress blogger or content manager:
- Write long comments with up to 500 characters
- Post #Hashtags
- Best times: 7 – 10 o’ clock & 14 – 15 o’ clock
- Share posts on profiles, pages, and communities at different times
The business networks XING and LinkedIn
XING is the most important B2B network in Germany, Austria and Switzerland. On this platform, the primary aim is to cultivate and establish professional contacts. For example, the CV is an important part of a XING profile. Companies present themselves on business pages. However, the heart of XING are arguably the over 80.000 groups. Members can exchange views on industry-specific or regional topics and discuss them together.
LinkedIn is the most important international B2B network. Users can create multilingual profiles on this platform. These can be downloaded, printed and recommended by interested recruiters as PDF files. This means that professional networking is also at the forefront of this platform.
How to use XING and LinkedIn as a WordPress blogger or content manager:
- Create meaningful profiles as a basis and keep them up to date.
- How-to and listicles, as well as statistics and studies, work best
- Best times: 8 – 10 o’ clock & 16 – 18 o’ clock
- Share posts on profiles, pages and in groups at different times
- Be cautious about cross-posting
- Expand your community through contact building
Instagram, Pinterest & Flickr
Instagram is an image network whose popularity is constantly increasing. Instagram is widely used by food, fashion and lifestyle bloggers in particular. Instagram can also be used very well for corporate communications.
On the picture network Pinterest, users can collect pictures and videos on pin boards and share them with their friends (“followers”). For companies, this network is particularly suitable for guiding the target group to the corporate side via visual content. The special thing about Pinterest: 80% of the content (“pins”) are repins.
Flickr focuses on the exchange of images and videos. Published media are compiled thematically in groups.
How to use Instagram, Pinterest, and Flickr as a WordPress blogger or content manager:
- Add up to 30 #Hashtags to your posts (Instagram)
- Post your featured image first and share further pictures over the next days
- Best times: 12 – 14 o’ clock & 19 o’ clock – 22 o’ clock and on weekends
- Pinterest is particularly suitable for information graphics
Content networks Medium, Tumblr, Torial and Bloglovin´
Medium is an editorial network that focuses primarily on the exchange of ideas, technical articles and stories. Medium is an interesting network for the secondary use of blog posts. Medium distinguishes itself above all through a very committed and interactive readership.
On Tumblr, users publish texts, images, quotations, chat logs, links, and video or audio files. You can also “reblog” other people’s entries and add them to your own “tumbleblog”.
Torial is an editorial network for journalists. Torial, therefore, makes interesting articles and stories visible to journalists. Furthermore, Torial is very well suited to share blog content that is also of interest to journalists. With 64,000 page views, Torial is not yet a heavyweight on the market but slowly growing.
Bloglovin‘ is a blogging network on which mainly food, lifestyle and fashion bloggers publish articles or share them in modified form. Due to the large community of bloggers, Bloglovin’ is interesting for opening up niches and getting in touch with influencers.
Use Medium, Tumblr, Torial and Bloglovin‘ as a WordPress blogger or content manager:
- Vary the title and lead of your post
- Publish your post with a delay of 5-7 days to have Google index the original post first
- Link to the original article or other content on your website
The Social Media Cheat Sheet gives you an overview of user numbers, activities, target groups, content formats and tips for cross-promotion of your WordPress content.
Monika Zehmisch is an expert in online communication and digital marketing strategies. At ADENION GmbH, she is responsible for corporate communications as project manager. The online services of ADENION GmbH support companies and agencies in their daily digital communication routine. PR-Gateway, the Blog2Social Plugin, and Blog2Social WebApp enable easy and fast distribution of press releases, social media news, blog articles, images and documents to press portals, blogs, news services and social media.
She is also a specialist journalist and author in the fields of social media, online marketing and e-commerce.
In her spare time, she is an ambassador for the official XING Group Düsseldorf and organizes business events.