The Best Social Media Tips of 2014

Get smarter about how you use Facebook, Twitter, Pinterest, and LinkedIn.



 As social media platforms have grown up over the past few years, they haven't gotten any less baffling. Each seems to come with its own unique set of vocabulary and functions and evolving list of best practices.

But over the past year, social media experts have been studying what's been happening online in an attempt to distill strategies that work. Here's what they came up with in 2014.

Start your social media strategy with Twitter.

Use Twitter.com/search to weigh in on the conversations you find interesting, recommends Gary Vaynerchuk, co-founder of content strategy company VaynerMedia. "Search what people are talking about and then jump into the cocktail party, whether you have zero followers or a million," he says. If you're hesitant to pipe up, consider that as a CEO, people want to hear from you. "It's the biggest place where we can bring value. It's access, which people want," he says.

Consider what your followers will actually share.

If you want to increase your social media shares, you'll need to employ a little bit of human psychology. More than 60 percent of users pass along content that they think aligns with their goals and values. "The more your content can help them amplify the way they want to be seen, the more shares your content will earn," says Kelsey Libert, marketing VP at Fractl, a digital content marketing consultancy.

Remember: Your family and friends don't work for you.

If you need the support of your inner and outer circles, ask for it tactfully, rather than bombarding these people. "A PR professional I once knew harassed her Facebook friends constantly to 'Like' her clients' projects, from winetastings to book signings to random pictures or articles," writes Ed Zitron, founder of EZPR, a media relations firm. Don't do this. "You'll become the professional equivalent of a Candy Crush Saga notification," Zitron says.

Beware of hashtag hijacking.

Consider the woes of companies that have launched hashtag campaigns. In April the New York City Police Department launched #myNYPD, which asked users to post pictures of themselves with officers. You probably see where this is going. From there, a number of tweets regarding police brutality surfaced. Another example: In 2012, when McDonald's started #McDStories, they received some pretty undesirable tales. "Ate a McFish and vomited 1 hour later ... #McDstories," one user wrote. 

Inc. columnist Christina DesMarais says this kind of reaction is to be expected. "If there's anyone out there holding a grudge against an organization making a PR play, you can expect to hear some squawking. So think through issues of public perception before attempting a hashtag campaign," she advises.

Don't act like a robot CEO.

It's important to act like a human online, says Digital Royalty CEO Amy Jo Martin. While she understands why her clients often wonder if it's appropriate to be themselves on social media, the more buttoned-up approach feels stilted in this day and age. "The reality is, it's 2014, and it really is about work-life integration versus separation," Martin says. "We aren't any different in the morning versus 3 p.m. versus 10 p.m. We really need to integrate those worlds." 

A reaction is not always needed.

Even when a social media conversation turns ugly, keep in mind that you don't have to respond. When deciding whether to continue to engage with someone, ask yourself: Will my reply help the poster or the readers? If not, then there's no reason to continue. However, it's certainly appropriate to answer if the poster's comment necessitates a fact correction or a clarification.

Interns should not have control of the reins.

Make sure you haven't handed the keys to your social media accounts to the wrong person. "The main reason you're on social media is to share your voice with the world. So, how can you accomplish that if you're outsourcing your social media account activity?" Inc. columnist John Boitnott asks. So a summer intern probably isn't the right person for the job. If someone else is going to manage your voice online, just make sure you're able to continuously work with him or her on a strategy, Boitnott says.

Don't post in anger.

Both online and off, it's natural to react to something that's upsetting. But strong emotions can cloud good judgment, says Michael Fertik, founder of Reputation.com. So wait to make any public statements until you've had a chance to cool down. "Posting in anger can make you seem like a defensive crank at best--or an unhinged lunatic at worst. Just hold off," he says.

Think about your ongoing online profile.

Remember that it's very hard to undo what you've already done on social media. These sites create a digital timeline of your online actions. "Every person you re-tweet, re-pin, re-post, re-note, re-gram on social media, defines who you are. And there are applications now that are collecting every bit of that and creating profiles about you," says investor Mark Cuban. While it's rare that this information is used for sinister ends, it's important to be mindful about the kind of profile you're building, just in case.

Get social locally.

If your company is based in a physical location, take the opportunity to turn your social media relationships into real-life relationships. Ask your followers to stop by. "Location-based marketing is becoming increasingly popular and with good reason," says Dovev Goldstein, CEO of Moment.me, a provider of social media marketing solutions. He recommends rewarding customers who show up and check in.