You may be consumed with social media marketing. You want to stand out, so you’re focused on creating timely and engaging posts with great content.
In this scenario, you’re doing everything right – except for one thing.
What did you forget?
Still scratching your head?
Set aside the content aspect for a second – yes, we know this is difficult – and go back to basics.
Are your social media profiles optimized?
If you don’t know what this means, you need to.
To put it bluntly, your content can’t be “king” if your profiles and delivery outlets are a hot mess. These two things – content and presentation – need to support each other.
Don’t worry, though – we’re going to dig deeper into why you need to get your profiles on social media optimized. Then we’ll look at five great examples of social media profiles from businesses who are doing it the right way.
Why Do You Need to Optimize Your Profiles on Social Media?
Profile optimization is how you make your social profiles appear to best advantage. Without it, your web presence will look disjointed and choppy, and people won’t be able to find your profiles through search engines.
You already know how important it is to be discoverable online, especially if you’re a local business. Applying this to your social media outlets will make sure all of your channels are ripe for the picking for whoever needs to find them.
Plus, you’ll cultivate a unified look and web presence that’s professional, recognizable, and consistent.
The Easy Guide to Overhauling your Social Media Profiles for Great Optimization
Now that you know how important optimization is, we can get down to business.
We’ll start at the shallow end of the pool with something very simple: your profile pictures.
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1. Unify All of Your Profile Pictures
Your profile picture is your online face. People will come to associate your presence with your picture, so make sure it’s relevant to your business as well as eye-catching.
A good rule of thumb to follow is to use your brand logo, but you can always buck tradition for your social presence if you have a really cool picture you can use that sums up your brand.
Whatever you do, employ the same profile picture across all the major platforms, like Facebook, Twitter, YouTube, and Instagram. Remember that this picture will appear beside all of your social activity, like comments. As such, don’t choose a picture that’s hard to see when it’s scaled down to a tiny icon (like a detailed landscape picture, for instance).
2. Create an Informative Profile Bio
According to Forbes, lots of companies make the mistake of not explaining what they do clearly in their bio.
When users visit your social media pages, they’re probably trying to figure out who you are and/or if they should follow you. They can’t make that decision if you don’t provide them with the necessary information.
The key is to be specific. If you make birthday cakes for dogs, don’t say that your company specializes in dog treats. If you’re a tech company peddling coding software, don’t be vague and say you offer solutions for web developers.
Don’t forget to include your location and hours if you’re local. Plenty of people use their smartphones to find out this information about a business on the fly, and it’s frustrating when it’s just not there. You can even lose business if someone is checking you out and considering stopping by – but they can’t find your address or hours, so they choose to go elsewhere.
Sprout Social summarizes all of the above keys to visual optimization with this helpful infographic:
Don’t neglect the next point, however.
3. Sneak in Keywords
You can also use keywords in your profile name and description to show up in searches. Choose the most relevant ones and use them wisely to get discovered this way.
Other places to sneak in keywords: your headline, photo descriptions, hashtags, the “about” section, and even in your status updates. Try using a variety of keywords in these various areas and see what happens.
5 Examples of Social Media Pages with Optimal Optimization
With perfectly optimized pages that are consistent, audience-specific, informative, and engaging, these five different companies and organizations are examples of social media presences that hit the nail on the head.
NASA does a lot of things right with their social media profiles. Their Facebook page, for instance, has an eye-catching profile picture and all of the right information to help visitors who want to learn more.
Take a look at their About section:
Not only have they filled out every field, they have also included useful information, keywords, and important contact details.
Plus, their Twitter page mirrors their Facebook:
They use the same profile picture, and their header image of a team of pilots in the NASA program is basically the same, just with slight differences in posing. This equals perfect continuity and optimization across their brand outlets, creating a seamless experience.
2. The U.S. National Archives
Across their various social media profiles, the U.S. National Archives is steady and thoughtful. Their tagline, “The nation’s record keeper,” appears on each page, along with consistent branding.
Their posts give you an inside look at their collections, including historic photos, documents, and other pieces of the U.S.’s collective past. Their social presence inspires trust and reliability, which hits exactly the right note.
Plus, just look at that header image. It’s an example of a great use of space to give people an immediate idea of what they can expect from this institution. That sheaf of old papers tells its own story in a heartbeat.
Lifehacker is a good example of a company that bucks logic in a way that works.
Instead of providing an informative bio, they have a witty one-liner: “Don’t live to geek; geek to live.” They can get away with this because they’re a well-known brand to their target audience – they don’t have to explain themselves.
If you’re a small business just starting out, you can’t logically borrow this technique. However, if you have a wide local following, you could potentially score with this move.
Starbucks’ social media profiles take advantage of their world-renowned logo, but here you can see they’re doing something a little differently.
They’re using social media to market themselves as more of a neighborhood coffee shop than a global coffee chain. Just look at their tagline: “Inspiring and nurturing the human spirit – one person, one cup, one neighborhood at a time.”
It’s obvious that it’s meant to sound warm, friendly, and inviting. They’re positioning themselves as involved with the neighborhoods they serve.
It doesn’t hurt that they re-post customer photos of favorite drinks, and their header image riffs off this concept (it’s out of frame in the screengrab, but to the right, a hand is holding up a Starbucks beverage against the wall, much like something a college student would post on Instagram).
5. Innocent Drinks
Our final example, Innocent Drinks, keeps it short and sweet (literally).
Their tagline is what you would expect from a company with the word “innocent” in the title: “Hello. We make healthy drinks and give 10% of our profits to charity.”
It’s also honest, clear, and sounds a little simple, like a child is giving us this information. That’s just clever. Their profile picture and header image follow suit – it looks like the heavens are opening up and offering us these pure drinks.
HubSpot calls this company’s branding and social media presence “consistently lovable.” We definitely agree.
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Examples of Social Media Prowess Lead the Way: Follow Suit!
If you’re wanting to improve your marketing game and web presence, look at examples of social media to live up to. Names like Starbucks, NASA, and Lifehacker all have distinctive styles and on-point profiles that you can plumb for inspiration.
Optimizing your profiles is a fantastic way to help you get in front of potential customers online and make you stand out among the hordes.
Pay attention to consistent branding, specific and relevant information, and the power of keywords in all the right spots. Follow these tips, and your presence on social media will shine just like the above powerhouse brands.
If you’re struggling to create the perfect social media profiles, Express Writers can help. Check out our social media products and services and let us help you boost your social clout.