So how do you get it right on different channels?
Let’s look first at the key things which make up a good profile, whatever platform you’re focusing on. People want to see:
- A clear explanation of who you are and what you do. Even Apple, one of the biggest brands in the world, do this.
- An eye-catching cover photo. This doesn’t have to be a boring shot of your product sat on the shelf. Shell, for example, show fabulous vehicles speeding away to show the application of the product.
- Evidence of something interesting going on. If they follow you, what are they going to get in return?
Examples of best practice on different platforms
This is Buzzfeed‘s Facebook page. Their USP is viral content. But how to illustrate this in the cover photo? Pictures of people in the office editing blog posts? Much better to have something more abstract and wacky like this which really captures the spirit of the brand.
It’s also worth noting:
- You can see at a glance that there’s lots going on here – they have photos, events and a massive follower count.
- The cover photo is changed regularly. You’ll find news organisations do this too, to stay topical.
- They could do better on the text description. ‘Worth sharing’ is too abstract and doesn’t mean anything unless you know who they are already.
Company pages are really taking off right now. Have you updated the content on yours? You can include a cover photo, descriptions of products or services, and jobs, as well as interesting blogs or news items from your own site.
For global accountancy firms like Ernst & Young, LinkedIn is key to their recruitment strategy. The company page shows that:
- Hey, attractive people work in accounts too! I want to be one of the beautiful people!
- Interesting content is posted regularly – and people respond.
- Nearly 3000 jobs have been posted.
- There are 372K followers – another indicator that this is a big brand worth following.
See how Stereogum include a really clear description about who they are and what they offer: “Stereogum was one of the first MP3 blogs and remains a leading online community for indie and alternative music.”
You see where they’re based and can follow the easy link to their website. Other things the potential follower will spot:
- The verified symbol, which implies that this is a trusted, official source of information.
- 136K followers. So there must be something good going on here!
- Regular posts offering great music content. So if you’re a music fan you’ll be hitting that Follow button!
- The edgy background also gives a hint that this is going to be cutting-edge stuff – so Daniel O’Donnell fans know to go elsewhere.
On Google+ there’s a lot of pressure to come up with a quality cover photo. You’re going to need something that’s 2120 x 1192 pixels! Here, Cadbury UK have risen to the challenge (hohoho).
Visitors will also spot:
- that massive follower count
- a great mix of content – video, delicious images and invitations to Hangouts. They also have a cakes and baking community.
Your next steps to getting your social media profiles looking great
Imagine you’re looking at your brand’s profile page for the first time. How can it be improved? Is the content up to date? How are pictures looking? What extra information can you include to turn that casual viewer into a loyal follower?