Make Sure You Always Send the Right Message on Social Media.

Social Media Networking Global Communications Connection Concept

What makes a social media post successful? It’s a question that many marketers have asked themselves before. Posting to social media can sound like a breeze, but maintaining a presence and fostering engagement can be a challenge for even the largest corporation. In order to be able to create the most effective and engaging posts for your brand, there’s a set of criteria that always needs to be considered. Before you publish your next post, use this checklist to make sure that you’re crafting the perfect message every time.

1. Read your posts before you publish.

Before you go ahead and press “post,” read your post over a few times to make sure that it reads as it should. Does the tone of your message match your statement? Is your language supposed to sound casual or serious? Is your spelling, grammar, and punctuation correct? Chances are you’ll notice something after a second read-through that could use an adjustment. If you aren’t sure, you can always use Microsoft Word to check your posts for any spelling or grammatical errors.

2. Check your facts. Now, check them again.

If you’re citing any research or statistics, or even if you’re just mentioning someone’s name or business, make sure you double-check to make sure everything is correct. If your information is wrong or dated, or you mention a fact that has already been debunked, your credibility and reputation could suffer as a result. This is especially important when referring to another person or a business. Make sure names are spelled correctly, and note any special characters, hyphens or capitalization.

3. Avoid using abbreviations.

It can be tempting to use slang or internet abbreviations when posting online—some might even say it’s natural. When posting as a business, however, it’s important to stay away from any short form language. At best, it’s unprofessional, but it poses the risk of making your messages sound confusing. As a rule of thumb, it’s best to avoid abbreviations unless you’re referring to industry jargon.

4. Mind the character count.

We know that every social media network comes with its own character count, but that doesn’t necessarily indicate how long your post should be to make it effective. Twitter’s character limit is 140 characters, but Twitter’s best practices state that the ideal length of a tweet is 100 characters. Facebook’s character limit is 63,206 characters (that’s longer than the length of some manuscripts) but it turns out the ideal character count for a Facebook post is 40 characters.

5. Post consistently.

No matter what social media platforms you favour, it’s always important to maintain a consistent posting schedule—and stick with it! Some businesses will post multiple times a day, while others find success by posting once or twice a week. Your ideal posting schedule will vary depending on the social network you use, but posting on a schedule will let your followers know when they can expect an update on your page. If you maintain a consistent posting schedule, the engagement will follow.

6. Don’t forget your hashtags.

Never underestimate the power of a great hashtag. If your business operates an Instagram, Pinterest, or Twitter account, a good hashtag can help your content go viral. Do some research as to what hashtags are popular for your business or industry on each social network you use. Then, make sure that you use these hashtags consistently. It also never hurts to keep track of what hashtags are currently trending just in case they end up being relevant to your brand.

7. Engage with your followers.

You’ve done your research, published your post and now you can sit back and watch the likes roll in. Right? Unfortunately, if you hope to maintain a presence on social media, you need to be actively engaging with your followers. If someone leaves a comment on your post or your page, give them a quick reply. Take a look at who has recently liked or followed your page and view their profiles. If you’ve engaged with someone online, chances are they’re going to engage with your page too. Also, don’t forget to share, retweet, repost and comment on content from other pages on your feed.

If you’re still not sure about how to utilize social media for your healthcare brand, or you simply want to learn more, check out our guide 7 Reasons Why the Time for Social Media Is Now. You can also contact us for a complimentary consultation on your current social media strategy and to find out how we can boost engagement and keep your followers hanging on your every word.

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Whitehead Agency Group is a leading healthcare marketing agency with over 25 years of specialized health and wellness experience. Start profiting from the new age of consumer-driven healthcare with marketing that clicks. Contact us today at (416) 365-6884 or by emailing us at to arrange a complimentary, no-obligation review of your current local SEO, digital and overall marketing strategy.