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How to Correctly Incorporate Social Media Into Your Digital Marketing Strategy


Sure, you’re using social media, the perfect outlet to get creative and edgy with your content, but are you actually utilizing the right content to connect with your audience?

We’ve put together some best practices to do just that.


Facebook gives you the chance to be laxer with your audience while still marketing what you have to offer. Facebook is most popular among the following industries: retail, auto, telecom, financial, food and beverage and nonprofits.   

What is Facebook good for?

  • Communicating with your customers
  • Strengthening meaningful relationships with the audience

What content to implement:
When it comes to Facebook, you need to make sure that the content you are sharing resonates with your audience. Sharing content such as your website, photos, videos, blogs, links, news, awards and recognitions or business updates all are ideal for this platform.


Instagram is good for:

  • Photo and video content
  • Interacting with your followers and following through likes, comments and story shares
  • Getting your brand trending/telling its story through hashtags

What content to implement:
On Instagram, you want to share content that makes your viewers feel that they are experiencing what your visual is showing. You want to captivate them with images and videos that intrigue them. Implement contest and social media influencers. This is an easy way to help your brand gain more awareness, followers and engagement. Make sure your content creates some emotion within your audience. As always, tell a story. Don’t just post to post share content that has substance and a reason.


LinkedIn is an ideal platform for:

  • B2B
  • Recruiting efforts
  • Growing relationships within your industry

What content to implement: 
You want to make sure that you are capturing your audience’s attention with crisp new cutting-edge ideas about your products, services, awards and recognitions and basic information on your business. Some content that we have seen great success for clients with are customer and client testimonials, third-party article content, sell sheets, slideshows and long-form videos.


Twitter is the perfect platform to share your brand’s narrative over time. It is also a useful platform when it comes to customer service.

Twitter is good for:

  • Concise content
  • Frequently updating content – quick way to keep viewers a play by play at events, a debate, presentation, etc.
  • Cross population – retweeting, liking and creating conversation on other profiles tweets

What content to implement:
The content you want to implement on Twitter are questions, positive brand news, announcements, blogs, teasers, industry news and research. Twitter is a great way to repurpose content you use on other platforms that can be condensed into one concise tweet.


YouTube is a great platform to reflect your brand voice. Through this platform, you can create compelling videos that capture your business or organization’s story.

So, what is YouTube good for?

  • Long-form videos
  • Informational videos
  • How-to’s
  • Tutorials

What content to implement: 
This can be anything from company corporate videos, tutorials of products/services, Q&As, interviews, reviews, testimonials and opinion videos. Don’t forget, enhance your YouTube’s performance by transforming video titles into SEO friendly titles.

About The Author

Abby came to ABC as an intern only to return and emerge as a social media, content development and PR powerhouse.

She was turned onto marketing and its cultural influence as an avid social media user and now channels her knowledge of those platforms to craft consistent messaging and engaging content.

The public relations degree-holder moonlights as a foodie and fan of all things Syracuse, from the eateries to the sports teams. Abby appreciates the family dynamic at ABC, where she can exercise her creativity in a collaborative setting.