Social media optimization for media brands

Facebook, Instagram, Snapchat, Pinterest, WhatsApp: By now almost every brand can be found on various social networks. Because if you manage to address your target group with the right messages, you can build up an enormous reach for the promotion of your brand or your products within a very short time.

However, it is important that you choose the right platform and target your advertising.

Provide enough resources to build and maintain

One of the most important factors for the success of your social media presence, which is still underestimated by many companies, is the maintenance of the accounts. All fan pages, groups or channels need to be kept up-to-date with content and maintain ongoing communication with users.

It is therefore important that there is a solid channel manager who is dedicated to this task and also responds to criticism, questions or negative developments within one hour if possible.

You want to know more about how successful social media marketing works? Then sign up for the Social Media Marketing Seminar of the W & V Academy!


Use the right format for your performance

Another factor for a successful social media presence is the perfect adaptation of your group or page to the circumstances of the respective platform. Snap Ads, for example, are always displayed vertically in Snapchat, on Instagram especially Caroussel formats are popular. Basically, therefore, content for the individual platforms must be specially produced for it to be successful.

This is accompanied by the posting of your contributions at the right time. Business networks such as LinkedIn or XING are mainly frequented during working hours, whereas Snapchat, Facebook or Instagram are used mainly in the evenings or on weekends.

Also interesting: On Pinterest start: A blogger reveals how to do it

So that you can even judge how successful your campaign really is, you have to use selected tools like Facelift, Ubermetrics or xy right from the start. They help you to identify changes within your channels or reach and react accordingly.

Because with social media you must not miss any innovation. Occasionally Facebook or Instagram change the algorithm and a previously successful presence loses reach overnight. If that is the case, you should immediately investigate and improve.

Higher commitment through the right content

In order to find the right content for my presence, I have to know my target audience as precisely as possible. Therefore, both the audience and published content should be continually reviewed: Is my content relevant and creative enough for my audience? Does the format and the preparation of my post come to my followers? What is your commitment? How often is my post leaked, shared or even commented?

To answer these questions, it is helpful to first look at the statistics of the individual platforms: Facebook’s insights or Twitter Analytics illustrate how well a post has been received and how visible it is. Often, popular topics and content formats can also be identified based on the views and the interaction rate.

Facebook or Instagram also provide similar analysis and statistics for evaluating your presence. In addition, you can also see the evaluation of your competitors and learn from their successes or mistakes. Google Analytics also helps you to evaluate exactly what posts your users have made to your store or website.

Do not forget SEO optimization

A successful social media presence also supports all other channels. Therefore, it is important to use the right keywords and hashtags here as well.

Find out which search terms your fans use when they’re taken to your page and then incorporate them into your lyrics on a regular basis – whether on the fan page, the profile description, the web page, or within your posts. Also, the keywords of videos or graphics should be adapted so that Google and Co. find your posts better.

Lead 4 Cover 1200X1200

I beg your pardon?

There have never been so many ways to communicate. How do companies manage to successfully communicate their message? The LEAD Bookazine 4/2018 provides tips for the use of voice skills, UX and change management in working life. This is how communication succeeds – without misunderstandings.

Order now

Cross-promotion as range amplifier

Cross-promotion is the easiest way to increase both the reach of your social media presence and discoverability on the web. On almost all platforms, it is possible to link websites or other presences such as a blog or Twitter account through a link. As a result, individual channels can be merged to form an overall picture of your corporate image.

Especially in the field of employer branding and branding, this can be an important component. And: The better you network the individual channels, the more users you will reach. However, that does not mean that you have to be present in every channel for that alone.


In principle, optimizing a social media presence differs little from an online campaign that is continually reviewed, improved, and focused on its success. The only difference is that there is no limited duration. It is an ongoing process that requires constant monitoring of the evolution of the algorithms of social media platforms and search engines.

In order to publish suitable contents, a continuous success control is important. If nobody responds to your post or your Instagram story, it can have different causes. Through a thorough analysis, you can find out whether the blame is on the content, the time of publication, or other factors.

The fact is, if you have to invest money for your reach, you have not done your homework.

Also interesting: Do not feed the trolls!

About the Author: Thomas Weigel is the Chief Content Officer at Know You Yet. As a child of the 80s and creative lateral thinker Thomas founded in 2008 with “Do you remember?” the first Facebook Fanpage for nostalgics in German-speaking countries. Since 2016, together with the performance marketing agency Cormes, he has been successively expanding the site into one of the largest and most active Facebook fan pages in Germany, Austria and Switzerland.

Newsletter & Messenger

Always up to date on all topics of digital life with the LEAD Newsletter and the LEAD Tech Newsletter. Whether professional or private. In your inbox or via messenger.

Subscribe to our newsletter now
Subscribe now via messenger

Leave a Reply

Your email address will not be published. Required fields are marked *