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These are the user uploaded subtitles that are being translated: 1 00:00:01,000 --> 00:00:03,003 - [Announcer] I'm amazed at the number of businesses 2 00:00:03,003 --> 00:00:05,004 that will post to social media, 3 00:00:05,004 --> 00:00:07,009 just to get five posts a week. 4 00:00:07,009 --> 00:00:09,009 It seems like the number of posts 5 00:00:09,009 --> 00:00:13,009 is more important than the substance of what's being posted. 6 00:00:13,009 --> 00:00:16,009 Somewhere along the line, someone thinks that frequency 7 00:00:16,009 --> 00:00:18,009 is more important than quality. 8 00:00:18,009 --> 00:00:21,003 This kind of tactic results in people stressing out 9 00:00:21,003 --> 00:00:24,007 at the last minute, trying to find an idea for a post. 10 00:00:24,007 --> 00:00:27,002 And the result is simply information posted 11 00:00:27,002 --> 00:00:30,005 without a larger purpose, strategic importance 12 00:00:30,005 --> 00:00:32,008 or a customer centric need. 13 00:00:32,008 --> 00:00:35,001 Your keyword research should influence 14 00:00:35,001 --> 00:00:37,002 your social conversations. 15 00:00:37,002 --> 00:00:39,005 When you create a content calendar 16 00:00:39,005 --> 00:00:43,002 based on popular keywords, keyword ideas and trends, 17 00:00:43,002 --> 00:00:46,004 you then have great ideas as to what people want to know 18 00:00:46,004 --> 00:00:48,006 and see about your business. 19 00:00:48,006 --> 00:00:51,006 The key to engaging your audience in social media 20 00:00:51,006 --> 00:00:54,003 is knowing what people are talking about, 21 00:00:54,003 --> 00:00:58,002 when they are talking about it and how to contribute value 22 00:00:58,002 --> 00:00:59,006 to the conversation. 23 00:00:59,006 --> 00:01:00,009 Your knowledge of the trends 24 00:01:00,009 --> 00:01:04,001 should guide your posting content and frequency. 25 00:01:04,001 --> 00:01:08,000 Doing so, you'll be proactively posting valuable, 26 00:01:08,000 --> 00:01:12,003 trending content rather than just reactively posting things 27 00:01:12,003 --> 00:01:13,006 to hit a number. 28 00:01:13,006 --> 00:01:17,005 So let's look at keywords to optimize a typical social post. 29 00:01:17,005 --> 00:01:22,002 Similar to optimizing pages, posts, emails, and ads, 30 00:01:22,002 --> 00:01:25,002 your social posts have a similar structure. 31 00:01:25,002 --> 00:01:28,006 First, the headline, this is your introduction to the post. 32 00:01:28,006 --> 00:01:31,004 This is where you grab the attention of the user 33 00:01:31,004 --> 00:01:34,006 and expose a problem or propose a solution. 34 00:01:34,006 --> 00:01:37,009 The domain typically shows up on most posts 35 00:01:37,009 --> 00:01:40,005 and sometimes your limited to just the domain 36 00:01:40,005 --> 00:01:43,006 but other times you can present a bit more of the URL. 37 00:01:43,006 --> 00:01:46,002 Having a keyword in the landing page URL 38 00:01:46,002 --> 00:01:48,002 presents alignment to the keyword theme, 39 00:01:48,002 --> 00:01:51,001 the image and any text used in the image 40 00:01:51,001 --> 00:01:53,002 is the visual side of the offer. 41 00:01:53,002 --> 00:01:55,004 You can utilize text in the image 42 00:01:55,004 --> 00:01:57,009 that will be seen even more based on the size, 43 00:01:57,009 --> 00:02:01,000 contrast and weight of the typeface. 44 00:02:01,000 --> 00:02:02,008 Then the description. 45 00:02:02,008 --> 00:02:06,006 How you introduce your post must be as relevant as possible, 46 00:02:06,006 --> 00:02:08,006 as quickly as possible. 47 00:02:08,006 --> 00:02:09,009 Get to your main point. 48 00:02:09,009 --> 00:02:11,006 Utilize those keywords. 49 00:02:11,006 --> 00:02:14,001 Use the rest of the post for your details 50 00:02:14,001 --> 00:02:17,002 because most people will only read the headline image 51 00:02:17,002 --> 00:02:20,000 and the first few words of the description. 52 00:02:20,000 --> 00:02:23,002 These are the four primary elements of social posts 53 00:02:23,002 --> 00:02:26,000 that determine your relevance to an audience. 54 00:02:26,000 --> 00:02:28,009 Then, don't forget about your landing page. 55 00:02:28,009 --> 00:02:31,006 The landing page should reflect the same keywords 56 00:02:31,006 --> 00:02:33,007 used in the headline of your post, 57 00:02:33,007 --> 00:02:35,006 used in the description of your post 58 00:02:35,006 --> 00:02:38,001 and it should answer the promise 59 00:02:38,001 --> 00:02:41,006 or answer the suggestion you made in the post. 60 00:02:41,006 --> 00:02:44,007 Connect your post and your landing page 61 00:02:44,007 --> 00:02:46,008 together with keywords. 62 00:02:46,008 --> 00:02:49,006 These are the five primary elements of social posts 63 00:02:49,006 --> 00:02:51,008 that determine your relevance to an audience 64 00:02:51,008 --> 00:02:54,003 and their interest in engaging with you. 65 00:02:54,003 --> 00:02:56,004 The next is time and relevance. 66 00:02:56,004 --> 00:02:58,002 Knowing when the conversation happens 67 00:02:58,002 --> 00:03:01,002 and utilizing it to your advantage. 68 00:03:01,002 --> 00:03:05,002 Examine your social posts and move beyond the number 69 00:03:05,002 --> 00:03:09,005 or frequency of posts and examine the factors of integrating 70 00:03:09,005 --> 00:03:12,002 your keyword research, not just into the post, 71 00:03:12,002 --> 00:03:15,003 but into your entire social campaign. 72 00:03:15,003 --> 00:03:17,004 It will help you boost your engagement, 73 00:03:17,004 --> 00:03:20,005 increase your timeliness and your relevance 74 00:03:20,005 --> 00:03:22,000 to your audience. 5923