Best practice

General guidance

  • Decide which channel will work best to convey your chosen message i.e. YouTube, LinkedIn, Twitter...
  • Tailor your content to the audience stream you wish to target (See Digital TOV guide)
  • Think about your audience and be customer focused. Post what our audiences want to see, now what you think they want to see
  • Keep the message short, clear and focused
  • Utilise #hastags to get your content seen by more people and boost engagement
  • Link to relevant content or a call to action: ‘sign up now’
  • Pay attention to timing. To maximise engagement, post content at times when we know our audiences are online
  • Include an image if possible/relevant (but ensure you have consent when posting  any images of people)
  • Use video, but keep them brief and use captions. Shorter films are more mobile friendly and generally more popular. Videos should be between 30 seconds and 2 minutes in length in length, depending on the channel
  • Monitor your messages/feeds and respond quickly. Stay on top of any comments, mentions or reviews
  • Ask questions and actively engage your audience - social media is should not be a one sided conversation
  • Negative feedback/comments? Deal with it, take it offline where possible but don't silence users
  • Pay attention to what’s in the news and what’s trending
  • Upload regularly - stagnant accounts indicate to your community that you cannot be bothered
  • Measure, assess and refine - keep an eye on what works well for specific audiences and do more of it!


Audience insight

Monitoring tools provide audience insights including demographic data, location and interests.

Each social media platform has built-in analytics for insights into your audience. Some will give you further insights to help with reaching new communities and improving how you communicate with your existing followers.

Facebook’s analytics will tell you what time of day and days of the week your users are online, which is useful when deciding when you should be posting content.

Twitter’s native analytics tool allows you to compare the interests of your followers with those of your organic audience. This is useful as it can suggest new communities to target and can be used for paid advertising.

LinkedIn’s native analytics can tell you the industries your users work in, their seniority and job functions. This can help you to create more effective and targeted company updates.

Similar to Facebook, Instagram’s insights shows you which days of the week your followers are most active and at which times.