Similar to sending out a press release or blog, there’s more to social media than just posting out content and waiting for a response.

A lot of planning goes on behind the scenes; everything from finding out where to post, what to post and when to post. This initial research is the difference between success and failure for many digital campaigns.

These are our social media secrets to creating successful digital campaigns:

  1. Discover when your audience is most active online and when the best time to tweet is . Tools such as Followerwonk can help you.
  2. Twitter has been releasing tools that were once reserved for big brands only. Use Twitter Analytics by going to to find out how well your content is performing.
  3. If you’re using Facebook for business then the first thing you should do is separate your personal and business accounts . You can do this easily by going to
  4. A business page will give you exclusive access to tools like Facebook insights , which allow you to find out the demographic of your audience and whether you’re hitting the right note (or not).
  5. One of the biggest challenges to social media is time. As a business owner your time is extremely limited, and no one expects you sit on Facebook all day. Save time and use tools such as Buffer and Hootsuite to schedule posts to go out in advance.
  6. Use the Twitter search tool to find out what people are talking about and discover what’s trending locally – You can save these searches to go back to later.
  7. Pinterest is a great channel to use for business, even if you don’t intend to share your images publicly. Setup a private board to pin inspirational images and ideas.
  8. Use URL shorteners such as to shorten long links into shorter ones. Not only does this help save you characters in your posts, these links are also fully trackable so you can see exactly how many people clicked those links and where from.
  9. Google Analytics is more than just about tracking website visitors. You can track referrals from social media, e-newsletters and other websites , and discover what extended content people are reading.
  10. Use tools such as to find popular hashtags to use in your tweets. Hashtagging content is a way to categorise and share your content with similar posts to a targeted audience.
  11. Google Trends is another great (and free) tool that you can use to support your online and offline marketing activity. The trends tool by Google allows you to find out what people are searching for and when. It’s a useful resource to help with content ideas.
  12. Don’t think of social media as a standalone marketing channel, it should be integrated within everything that you do. Write out a content plan for your social media posts that is linked to the rest of your marketing and sales activity. I.e. if you have a promotion coming up or a PR campaign, ensure these messages are ‘social media’ ready.
  13. Develop a tone of voice and a corporate personality that is suitable for your brand that you can use online. It isn’t just about the text either, think images!
  14. Use Twitter as a customer service to respond to feedback / monitor search results for brand or product mentions.
  15. Periscope is relatively new channel that allows you to live stream content. Although this technology has been around for a while, we are seeing a shift from planning content in advance to living in the moment/pro-activeness.