The 3 Fs of Social Content for Results

I'm here to talk to you about the three F's in preparing content for social media that actually gets you results. 

1 FORMAT  

Format is respecting and acknowledging the different dimensions and the formats of content accepted by each of the social networks. We all know the power of repurposing, however when it comes to repurposing you must recognise that format is all important. So for example this video I will repurpose for social networks as well. 

It'll start its life on YouTube, it'll have captions, it will have a title, a description, it'll have hashtags and it will be optimised for the platform. 

I'm then going to bring it over to Instagram and upload it to IGTV, add it to my series around social media and government and public sector, I'm going to add captions also and I'm going to add a title and a description and of course add my hashtags. 

Then I can actually edit it down and give you a little snippet for stories, probably at around 15 seconds. 

Bringing it over to Facebook watch, the original video again, adding captions will allow me to let it live there. 

Then of course tweeting a little segment of about 30 seconds. 

Format is all important.

And of course format also relates to visuals and to your visual branding online. 

*****

Format - The multimedia content used in posts. 

Twitter 

• Optimised images/graphics 
• Use of infographics 
• Video posts (under 60 seconds)
• Uses Twitter media studio for website links 
• Non-staged photographs
• Has Twitter open graph feature on their website for link sharing 
• Broadcasts live video (press conference/briefings or speaker piece to camera)

Fleets and Audio Tweets were not available during the period analysed but are recommended as features to be utilised for more personalised content. 

Facebook

• Informative posts with valuable detail 
• Documentary style photographs
• Livestreams 
• Premiered broadcasts
• Native video published in Facebook Watch (under 2 minutes)
• Event posts 
• Infographics 

Instagram 

• Carousels that require you to Swipe for the full message
• Documentary style photographs
• Action and event photographs 
• Video (under 60 seconds)
• IGTV series 
• Stories with a message takeaway 
• Stories with behind the scenes content 

Guides were not available during the period analysed but are recommended as a feature to be utilised for valuable archived content. 

YouTube 

• Landscape video 
• Captions burnt on 
• Animated explainer and how-to videos
• Subject matter expert pieces to camera 
• Experiential videos – shot in a particular location / venue for illustrative purposes 
• The citizen voice is showcased 

2 FREQUENCY 

The second F in content for social is frequency. 

Everybody would love to go viral on social, however the social networks prefer a consistency in your wave of progress. 

So consistency means that you're showing up on time every time, that you have created specific content features that perhaps happen on a Monday afternoon or a Sunday morning.

Build your audience expectations from what they are going to get from you, just like newspapers, television and radio stations have been doing for hundreds and hundreds of years. 

Bring that production scheduling into your social media content calendar and make sure that you are consistent and of course mindful of frequency on social. 

*****

Frequency The number of posts per week plus the consistency of posting. 

Twitter

• Tweets at least twice per day
• Tweets at different times of the day 

Facebook

• Reviews insights for optimum posting schedule (this is evident as there is consistency in number of posts per day/per week)
• Posts at least three times per week 

Instagram

• Posts on Grid at least three times per week 
• Posts on Stories at least five times per week 
• Publishes IGTV videos at least once per week 

YouTube 

• A weekly video 
• A playlist that is regularly added to 

3 FORM

The final F is form. 

Form relates to tone of voice, it relates to your approach to social media, it's all about conversation; 

How you moderate

How you engage with the public

It also relates to the type of topics and the priorities that you're pushing out on social. 

*****

Form The structure of posts, tone and audience relevance. 

Twitter

• Understands audience needs 
• Taps into real-time dynamic of Twitter
• Steps into trending conversations when relevant 
• We see their people (senior leadership/staff tagged, on camera, photos, quote Tweeted)
• Short Tweets with less than 100 characters
• Use of animated explainer videos
• Use of 1-2 hashtags (trending / branded)
• Prompts a response – question, poll or seek an opinion 
• Tags another stakeholder or individual 
• Triggers conversation from followers due to the relevance and timeliness of the post 
• Breaks news or shares exclusive or updated information in the public interest 
• Actively engages and responds to Tweets 
• Has a defined tone of voice that is consistency
• Hosts a Twitter chat  
• Live Tweets from virtual events 
• Storytelling through user experience e.g. patient, tenant, customer 

Facebook

• Proactive approach to public interest messaging 
• A community management policy 
• Creates posts by audience segment 
• Engages with the public 
• Has Messenger activated for responses  
• Understands types of posts that generate engagement 

Instagram 

• Utilising all of Instagram’s content features (Stories, Grid, IGTV, Livestream, Carousels)
• Considers the audience interest first
• Has a creative flair
• Shows personality 

YouTube 

• Keyword research to tap into search trends and volumes
• Video playlists for niche content 
• Optimised with title, description, tags, hashtags and links 
• Use of YouTube cards 
• Engaging thumbnails 
• Captivate audience in first five seconds

So in 2021 have a look at the three F's of your social content; 

Format, Frequency and Form

Joanne Sweeney

Public Sector Marketing Institute