21 Social Media Greatest Practices to Observe in 2022

There’s no “one magical method” to do social media advertising that works for everybody. However, there are just a few common pitfalls that may sink anybody. These vary from PR nightmares to extra seemingly innocuous errors, like posting the very same content material on each platform.

By following these 21 social media greatest practices, you set your self, or your model, up for the perfect likelihood of success.

21 social media best practices for 2022

Social media marketing best practices

1. Research your audience

This is #1 for a reason: You can’t build a following without knowing who you’re trying to attract. That’s social media 101.

Dig deep into the following questions:

  • Who are your customers?
  • Where do they hang out online?
  • Where do they work?
  • What do they care about?
  • Do they already know you?
  • What do they think of you? Is it what you want them to think?
  • What content do they need to see to believe that your products or services are worth their money?

That’s just a start. Make sure your social media marketing plan includes detailed audience research. Doc it so your whole workforce is aware of precisely who they’re crafting content material for.

Professional tip: Defining your target market is greater than demographics or a superficial purchaser persona. Embrace their motivations, inspirations and ache factors, and the way you’re the right answer.

2. Construct a presence on the suitable social media networks

You don’t have to be on each platform to succeed, together with leaping on the most recent, hottest app simply because everybody else is. Earlier than opening a brand new account, ask:

  • Do I (or my workforce) have the bandwidth to create related content material for a brand new platform?
  • Does the aim of this platform match my model?

And an important query:

  • Does my viewers spend time right here?

Specializing in creating considerate content material for fewer platforms will all the time serve you higher than posting generic content material throughout each platform.

Professional tip: By all means, keep knowledgeable on new social media tendencies, however suppose earlier than taking motion. Oh, hey, we did all of the analysis for you with this complete, free Social Trends 2022 report.

3. Strategic is best than intelligent

Set targets, create a content material technique, don’t create a TikTok account solely to take part in Dance Like a Chicken Day, yada yada… Briefly: be strategic in all of your actions.

Your content material is an extension of your enterprise. Like every enterprise observe, your social media wants a considerate strategy, S.M.A.R.T. goals, and common tactical changes.

Professional tip: Seize this free social media strategy template to create or revise yours, then share it along with your whole workforce.

4. Audit your efficiency

Your following is rising. Your engagement charges are sky-high. You get every day DMs and feedback from loyal, excited clients. Your content material is fireplace. Life is nice, proper? No!

Positive, issues are good proper now, however have you learnt why? What precisely led to those nice outcomes? Hanging fortunate is nice, however a greater path ahead is studying why your content material carried out effectively (or didn’t), so you’ll be able to construct repeatable processes for profitable campaigns.

Right here’s how to try this:

Professional tip: Let Hootsuite inform you when your private best time to post is, for every platform and objective. That is a part of Hootsuite Analytics, together with superior metrics monitoring and reporting options, so you’ll be able to spend much less time looking at spreadsheets and extra time optimizing your campaigns.

5. Develop constant model tips

You want two kinds of rulebooks on your workforce:

  1. Visible model, tone, and voice brand guidelines
  2. Worker social media guidelines

The previous ensures your branding stays constant and recognizable to your viewers in the whole lot from visuals to caption model, punctuation selections (#TeamOxfordComma), and general ✨vibes✨.

Model tips cowl issues like:

  • Favourite or favorite?
  • Which hashtags will you employ?
  • Sources staff ought to use for content material vs. ones they shouldn’t

Worker social media tips, alternatively, present construction to your staff on what subjects could also be off limits to submit about when representing your organization — even on their private accounts. This eliminates confusion, encourages staff to share optimistic content material, and establishes clear penalties for violating phrases, which might prevent from authorized and PR troubles down the street.

Professional tip: Unsure what to incorporate? Obtain our free social media style guideline template to outline your model model, tone, and voice.

6. Schedule your content material upfront

Don’t be a Final Minute Melvin. Arising with content material proper earlier than you’ll want to submit it’s a recipe for burnout.

Planning your social media content material permits area to create high-quality content material, logically put collectively campaigns (organic and paid), and search collaboration and suggestions out of your workforce.

Professional tip: Hootsuite Planner is your most suitable option for all-in-one straightforward collaboration, marketing campaign mapping, and scheduling. It even has an approval course of for mistake-proof, complete social media content material administration.

Create content material on the fly, or bulk add and schedule as much as 350 posts at a time in only some minutes. Take a look at how Hootsuite may also help arrange your workflow.

7. Cross-post to totally different platforms — however make changes

Auto-sharing your Fb submit to Twitter isn’t a content material technique. In fact you’ll be able to and ought to be repurposing content throughout a number of platforms, however that’s the important thing phrase: Repurposing.

As a substitute of merely spraying a hyperlink to your newest weblog submit throughout your entire social media accounts, flip the article’s key factors right into a Twitter thread.

Create a script from the weblog submit and movie a YouTube video, then hyperlink to the article within the video description.

Stand in entrance of your telephone and file a “pointing to varied textual content containers” Instagram Reel and direct your followers to learn the total factor in your web site.

You don’t want to enter all-out manufacturing mode and make a thread, Reel, TikTok, video content material, carousel posts, and many others. for each article. Generally it’s fantastic to share a hyperlink. However make an effort to repurpose as a lot of your content material as potential. It should assist you to create extra—quicker.

Professional tip: You may’t count on to develop a devoted following and utilizing generic advertising methods. Tailor your content material to what every social media platform excels at to domesticate significant engagement and drive visitors that may really convert.

8. Embrace social listening

Social listening could sound like a flowery advertising buzzword nevertheless it’s really free, real-time market analysis. Fundamental listening scans social media channels for mentions of your identify, merchandise, opponents, particular key phrases, or the rest you need to scout for. Superior instruments can acknowledge logos in photos, consider model sentiment, and extra.

This offers you the actual scoop on what folks consider your organization, or the product options they really need. However information alone isn’t sufficient. You want to put it into observe.

Day after day, preserve your AI ears open for folks asking about your business or for suggestions, and pop into the dialog with a remark or retweet.

Social listening is highly effective for giant technique stuff like positioning and new product growth, too. By monitoring model mentions, Ben & Jerry’s noticed that, more often than not, folks had been having fun with their ice cream curled up inside on a wet day vs. out and about within the solar.

Enter: Netflix n’ Chill’d, the product and partnership launched from the information gained from social listening.

Professional tip: Use social listening to track brand sentiment and examine it typically. Sudden unfavorable swing? Dig into why and handle it to nip any PR issues within the bud.

9. Ask your viewers for suggestions

Social listening is nice, but in addition make a degree to instantly interact your viewers. Ask for his or her opinions and concepts, or enjoyable inquiries to get to know them higher.

Run a fast Twitter or Instagram Tales ballot, hyperlink to an online survey out of your social accounts, or simply ask folks to go away a remark with their response.

By permitting your clients the area to inform you what they need, you’ll be able to—unsurprisingly—ship what they need (#BreakingNews).

Professional tip: The first objective of social media is to forge connections and create a group on-line—so do this. Suggestions doesn’t all the time must be about product options. Deal with constructing a group first.

Social media customer support greatest practices

10. Do not forget that social media is a customer support channel

Sure, promotion and engagement are an enormous a part of why you’re on social media, however at its core, social media is not only about social networking — it’s about making your clients comfortable. You’ll have a 1-800 customer support quantity and e-mail, however 70% of your customers would somewhat resolve points on social media.

Need to go above and past? Mix a customer support mindset with social listening to assist clients who haven’t even contacted you. Whoa.

Just a few weeks in the past, I used to be fighting Google Docs not saving, which additionally means you’ll be able to’t kind something new. Tremendous cool while you’re on deadline. I took to Twitter to vent my frustration with fellow writers. To my shock, Google responded—inside one hour!—with useful troubleshooting recommendation:

Since I didn’t use @googledocs in my Tweet, they discovered it through social listening. The straightforward interplay modified my temper from gentle irritation to being impressed with their customer support. Good work, Google!

Professional tip: Customer support + social listening = recipe for model followers.

11. Reply promptly to DMs and feedback

In addition to tagging you in a submit, customers are additionally messaging you or leaving feedback in your social media posts with customer support inquiries. These vital feedback are straightforward to overlook, particularly in case your posts get a whole bunch of feedback.

So how will you be sure to see them and reply?

Jabra brand answering comments on Instagram post


Make sense of the chaos with Hootsuite’s unified inbox. It pulls in all messages and feedback throughout your related social platforms. You may see full threads for DMs and feedback, and @mentions, and assign conversations to particular reps to prepare and velocity up your responses.

Professional tip: Flag DMs and feedback that require an pressing response. Whichever device you employ, guarantee you’ve a method of assigning conversations to maintain issues organized and ship the quickest response occasions.

12. Use a chatbot to hurry up easy inquiries

Customer support is vital, although might be time-consuming when most of your clients need to know the identical issues:

  • “The place’s my order?”
  • “I must make a guaranty declare.”
  • “Do you ship to ____?”

Fortunately, tech has developed to save lots of time. Utilizing a chatbot to deal with easy, FAQ-style questions can scale back your customer support workforce’s workload by 94%.

In addition to automating generic questions, chatbots like Heyday can present quick, customized service 24/7. Clients can monitor their order or ask about product availability in just some minutes.

Throughout the first month of utilizing Heyday’s chatbot, DAVIDsTEA automated 88% of their inquiries and obtained 30% fewer calls and emails, whereas nonetheless sustaining buyer satisfaction scores.

David's Tea live chat chatbot answering order inquiry​​


We are inclined to suppose AI customer support gained’t be nearly as good as talking to a human. However what’s higher:

  1. ready on maintain for half-hour to seek out out in case your order shipped but, or,
  2. opening a chat window and getting a solution in lower than 60 seconds whilst you slurp an iced espresso?

Professional tip: Don’t be afraid of automation, however guarantee clients nonetheless have a option to attain your human workforce for extra advanced inquiries, too.

13. Don’t ignore criticism

You don’t must entertain apparent trolls, however you do want to answer your clients and followers, even when it’s an uncomfortable interplay.

Coach your workforce on how one can deal with unfavorable conditions and provide options to offended clients. For criticism of firm actions or values, guarantee everybody in your workforce is aware of how one can reply in a form and—let’s face it: legal-department-approved—method.

Professional tip: All the time take the excessive street and strategy each interplay—optimistic or unfavorable—with a solution-oriented mindset.

14. Have a disaster communications plan

There’s a distinction between just a few unfavorable feedback and a full-blown public relations nightmare. Whether or not the backlash you obtain is legit or not, you’ll want to have a plan for coping with crises:

  • Who in your workforce will lead the response?
  • What is going to your response be?
  • Will you make a public assertion about it?
  • Will you reply to particular person feedback, or direct folks to a ready assertion?
  • Will you modify the coverage or motion that persons are upset about? And if that’s the case, how will you announce that?

Hopefully, conducting your every day operations in an moral, accountable, and inclusive method will keep away from conditions like this, nevertheless it’s greatest to have a plan.

Professional tip: Develop a course of for handling a PR emergency, even for those who don’t suppose it’ll occur to you.

15. Have a content material approval course of

The worst option to expertise a PR emergency? A poorly-planned submit in your firm account that will get a roastin’ quote tweet from a well known US Senator.

Professional tip: With Hootsuite, you’ll be able to arrange content material collaboration and approval workflows to save lots of you from conditions like this.

Social media design greatest practices

16. Optimize content material for every platform’s necessities

One of many (many) causes you shouldn’t cross-post the very same content material on each platform is that every platform has its personal picture/video measurement or character depend specs.

You are able to do this earlier than you schedule content material, or conveniently proper inside Hootsuite as you’re scheduling:

Professional tip: Even when the general message of the submit stays the identical, customizing the media specs and caption size will preserve your profiles polished {and professional}. Take a look at our 2022 social media image size cheat sheet.

17. A/B check artistic property

Positive, you’re working A/B tests on headlines and replica, however are you testing visible property, too?

Strive testing:

  • A GIF as a substitute of a static picture.
  • A video as a substitute of a picture, or vice versa.
  • Altering the model of a graphic.
  • Utilizing a unique picture.

There are limitless choices to check, relying in your content material, however the important thing factor is to check just one factor at a time. In any other case you gained’t know precisely which new aspect “gained” on the finish.

Professional tip: To cite advertising legend Vanilla Ice, “Take a look at, check, child. In case your visible’s the issue, yo, a check will resolve it.”

18. Use instruments to attain extra

There are tons of social media apps to assist out with design duties. In the event you don’t have a design workforce, you’ll be able to simply create graphics with Canva or Adobe Express.

Higher but: Hootsuite integrates with each of these to unlock max scheduling productiveness.

Professional tip: Dial your effectivity as much as 11 by making a month of content material directly, then bulk schedule it in Hootsuite. What is going to you do with the remainder of your day?

Hootsuite's Bulk Composer feature

B2B social media greatest practices

19. Consider tendencies earlier than leaping aboard

Sure, trending subjects and standard TikTok audio can earn extra views, however are they the correct of views? That means: Is that this a meme your target market is more likely to comply with?

If not, you’re losing time chasing the unsuitable content material concepts. Plus, if it’s a pattern your current viewers doesn’t perceive or finds offensive, you can lose followers and harm your repute.

Professional tip: Caught for content material? Strive these particular creative ideas.

20. Verify your accounts every day

Even for those who don’t submit every day, guarantee somebody in your workforce is logging in to answer feedback and DMs, and examine for potential spam.

Fast response occasions aren’t solely appreciated, they’re anticipated. Globally, 83% of customers count on a response to a social media inquiry inside 24 hours, and 28% count on a solution inside one hour.

Graph: Customers' expectations regarding response times on social media (from Statista)


Professional tip: Prefer it or not, social media continues to form expectations for companies to dwell as much as—or danger dropping out to the competitors.

21. Snag account names even for those who don’t use them

You might not be on TikTok. Chances are you’ll by no means need to be on TikTok. However, it’s a good suggestion to order your organization’s username on all current social platforms anyway.

Not solely will this preserve your choices open for future use, nevertheless it prevents potential imposters from utilizing your model identify to pose as you. Even for those who by no means plan to make use of platform, create an account to guard your repute and mental property.

Professional tip: Suppose it gained’t occur to you? It even occurs to celebs. In 2020, scammers conned folks out of $80 million after establishing faux Twitter accounts one letter off from actual well-known businesspeople’s usernames.

Get higher leads to much less time by managing your social media advertising with Hootsuite. Plan, collaborate, schedule, and publish content material for all of your platforms in a single place. Plus, profit from in-depth analytics and a unified inbox to simply reply to and handle DMs and feedback. Strive it without cost at this time.

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Do it higher with Hootsuite, the all-in-one social media toolkit. Keep up to the mark, develop, and beat the competitors.

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