A practical guide to effective social media publishing

9733284483_e147eda73b_zHere is a practical guide on how to publish more effectively on social media channels. Please note: I am sharing this in case others might find some inspiration; I am not affiliated with any of the companies mentioned in this post; there are other tools that might offer similar functionality – these are just the ones I am using.

This article describes a workflow for individuals. For teams that work together to publish content on social networks there are different plans from Buffer or different tools altogether that might be need to be considered (e.g. Hootsuite).

Tools used:
>>Scheduler:
This is a key element in the workflow and after looking at different tools, I have settled for Buffer which is an online service with client applications for iOS & Android, and which comes also with a plugin for Chrome. Buffer takes your posts and schedules them for publication according to a schedule that you define, which is channel specific (e.g. one for Twitter, another one for LinkedIn). It then provides some analytics for the posts that have been published. Buffer offers a free level of service as well as paid ones, that have richer scheduling options.

>>News reader apps (on mobile device)
The one that I use most of the time is News360 (iOS & Android). In this app one can subscribe to a broad range of news channels. I also use Flipboard (iOS & Android) which has the option of adding RSS feeds.

>>Optimization service:
Timing is very important in order to get better impact with the social media posts. There is quite a bit of information on the Internet advising what are best times to post on LinkedIn, Facebook etc. To optimize the timing of my posts I have used Tweriod. This is a service that analyses your Twitter audience and defines a set of times which are optimal for posting. I have then configured these times in Buffer. Tweriod offers a free analysis as well as paid ones. There are quite a few other similar services available, including one from Buffer.

Putting everything together:
First you need to create an account with Buffer and to give it permission to post on your behalf on different social networks. Then you define the schedules for publication, which are specific to each channel. Once this is set up it is time to add posts to the queue for publication.

In my case I scan the news in the evening or while travelling if I find something worth sharing, I send it to Buffer. From my iPhone this is quite simple – while in a News360 article, press “Share” and Buffer is listed as an option. Select it, and the link to the article with a short description text is shown in Buffer. I choose the channels on which it want it published, add some comments/tags, and the app will queue it for delivery.
The source does not have to be News 360. Most of the news apps have the possibility of sharing an article using “Share” (on iPhone) – and Buffer will be presented as an option. Even if this option is not available, one can create a post manually directly in Buffer, including link, text, images etc.

Image published under Creative Commons by Yoel Ben-Avraham.

British business people on the use of social networking

Here is an article showing a business perspective on the use of  social networks, bJanuary 11, 2008

My position?

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Florentin Albu, ICT manager for the European Organisation for the Exploitation of Meteorological Satellites (EUMETSAT), uses several social networking tools with a “varying degree of success” and said for business-related networking Facebook scores lowest.

He said: “The most useful tool for me is by far LinkedIn. The only drawback is that it is largely US and UK oriented. My business is pan-European, and for the EU space I found Xing [ex- OpenBC] to be more effective and popular than LinkedIn. The drawback of Xing is that it is also somewhat less flexible than LinkedIn.

Albu said that as he owns various personal devices he is interested in the Plaxo Pulse sync tool.

“I have to say it is quite far from delivering on the promise though. The company states the service is still a beta – for which they charge, by the way – but it is more an alpha stage to me. Plaxo Pulse has a great potential though, bringing together business contact details from LinkedIn and various other address books.”

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Read the full article here:

http://www.businessweek.com/stories/2008-01-11/survey-brit-execs-snub-facebookbusinessweek-business-news-stock-market-and-financial-advice