21 Social Media Finest Practices to Comply with in 2022


There’s no “one magical means” to do social media advertising that works for everybody. However, there are a couple of 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 finest practices, you set your self, or your model, up for one of the best probability of success.

21 social media finest practices for 2022

Social media advertising finest practices

1. Analysis your viewers

That is #1 for a cause: You possibly can’t construct a following with out realizing who you’re attempting to draw. That’s social media 101.

Dig deep into the next questions:

  • Who’re your prospects?
  • The place do they hang around on-line?
  • The place do they work?
  • What do they care about?
  • Do they already know you?
  • What do they consider you? Is it what you need them to suppose?
  • What content material do they should see to imagine that your services or products are price their cash?

That’s only a begin. Ensure that your social media advertising plan contains detailed viewers analysis. Doc it so your complete group 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 resolution.

2. Construct a presence on the correct 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 group) have the bandwidth to create related content material for a brand new platform?
  • Does the aim of this platform match my model?

And crucial query:

  • Does my viewers spend time right here?

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

Professional tip: By all means, keep knowledgeable on new social media traits, however suppose earlier than taking motion. Oh, hey, we did all of the analysis for you with this complete, free Social Traits 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 Hen Day, yada yada… Briefly: be strategic in all of your actions.

Your content material is an extension of your corporation. Like all enterprise apply, your social media wants a considerate strategy, S.M.A.R.T. targets, and common tactical changes.

Professional tip: Seize this free social media technique template to create or revise yours, then share it along with your complete group.

4. Audit your efficiency

Your following is rising. Your engagement charges are sky-high. You get day by day DMs and feedback from loyal, excited prospects. Your content material is hearth. Life is sweet, proper? No!

Certain, 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 properly (or didn’t), so you may construct repeatable processes for profitable campaigns.

Right here’s how to try this:

Professional tip: Let Hootsuite inform you when your private finest time to put up is, for every platform and purpose. That is a part of Hootsuite Analytics, together with superior metrics monitoring and reporting options, so you may spend much less time watching spreadsheets and extra time optimizing your campaigns.

Hootsuite's "Best time to publish" feature — heatmap of best times to post for engagement on LinkedIn

5. Develop constant model pointers

You want two sorts of rulebooks in your group:

  1. Visible type, tone, and voice model pointers
  2. Worker social media pointers

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

Model pointers cowl issues like:

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

Worker social media pointers, however, present construction to your workers on what subjects could also be off limits to put up about when representing your organization — even on their private accounts. This eliminates confusion, encourages workers to share constructive content material, and establishes clear penalties for violating phrases, which may prevent from authorized and PR troubles down the highway.

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

6. Schedule your content material prematurely

Don’t be a Final Minute Melvin. Developing with content material proper earlier than you want to put up it’s a recipe for burnout.

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

Professional tip: Hootsuite Planner is your best option for all-in-one straightforward collaboration, marketing campaign mapping, and scheduling. It even has an approval course of for mistake-proof, whole 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 just a few minutes. Try how Hootsuite might help arrange your workflow.

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

Auto-sharing your Fb put up to Twitter isn’t a content material technique. After all you may and ought to be repurposing content material throughout a number of platforms, however that’s the important thing phrase: Repurposing.

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

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

Stand in entrance of your cellphone and file a “pointing to numerous textual content containers” Instagram Reel and direct your followers to learn the complete 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 so on. for each article. Typically it’s high-quality to share a hyperlink. However make an effort to repurpose as a lot of your content material as doable. It should permit you to create extra—sooner.

Professional tip: You possibly can’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 truly convert.

8. Embrace social listening

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

This provides you the actual scoop on what folks consider your organization, or the product options they really need. However data alone isn’t sufficient. You should put it into apply.

Day after day, maintain 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 seen that, more often than not, folks have 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 data gained from social listening.

Professional tip: Use social listening to observe model sentiment and test it usually. Sudden detrimental swing? Dig into why and deal with it to nip any PR issues within the bud.

9. Ask your viewers for suggestions

Social listening is nice, but in addition make some extent to straight 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 internet survey out of your social accounts, or simply ask folks to go away a remark with their response.

By permitting your prospects the house to inform you what they need, you may—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 try this. Suggestions doesn’t at all times must be about product options. Give attention to constructing a group first.

Social media customer support finest practices

10. Keep in mind 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 isn’t just about social networking — it’s about making your prospects comfortable. You’ll have a 1-800 customer support quantity and electronic mail, however 70% of your prospects would slightly resolve points on social media.

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

A number of weeks in the past, I used to be fighting Google Docs not saving, which additionally means you may’t sort something new. Tremendous cool once 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 by way of social listening. The straightforward interplay modified my temper from delicate 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

Apart from tagging you in a put up, customers are additionally messaging you or leaving feedback in your social media posts with customer support inquiries. These essential feedback are straightforward to overlook, particularly in case your posts get tons of of feedback.

So how are you going to ensure 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 linked social platforms. You possibly can see full threads for DMs and feedback, and @mentions, and assign conversations to particular reps to arrange and velocity up your responses.

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

12. Use a chatbot to hurry up easy inquiries

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

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

Fortunately, tech has developed to avoid wasting time. Utilizing a chatbot to deal with easy, FAQ-style questions can cut back your customer support group’s workload by 94%.

Apart from automating generic questions, chatbots like Heyday can present quick, customized service 24/7. Prospects can observe 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 likely to suppose AI customer support gained’t be pretty much 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 prospects nonetheless have a technique to attain your human group for extra advanced inquiries, too.

13. Don’t ignore criticism

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

Coach your group on methods to deal with detrimental conditions and provide options to offended prospects. For criticism of firm actions or values, guarantee everybody in your group is aware of methods to reply in a form and—let’s face it: legal-department-approved—means.

Professional tip: All the time take the excessive highway and strategy each interplay—constructive or detrimental—with a solution-oriented mindset.

14. Have a disaster communications plan

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

  • Who in your group will lead the response?
  • What’s 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 alter the coverage or motion that persons are upset about? And in that case, how will you announce that?

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

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

15. Have a content material approval course of

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

Professional tip: With Hootsuite, you may arrange content material collaboration and approval workflows to avoid wasting you from conditions like this.

Social media design finest 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 dimension or character rely 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 put up stays the identical, customizing the media specs and caption size will maintain your profiles polished {and professional}. Try our 2022 social media picture dimension cheat sheet.

17. A/B take a look at inventive belongings

Certain, you’re operating A/B assessments on headlines and replica, however are you testing visible belongings, too?

Strive testing:

  • A GIF as an alternative of a static picture.
  • A video as an alternative of a picture, or vice versa.
  • Altering the type of a graphic.
  • Utilizing a special photograph.

There are infinite 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 factor “gained” on the finish.

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

18. Use instruments to realize extra

There are tons of social media apps to assist out with design duties. For those who don’t have a design group, you may simply create graphics with Canva or Adobe Categorical.

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 without delay, then bulk schedule it in Hootsuite. What’s going to you do with the remainder of your day?

Hootsuite's Bulk Composer feature

B2B social media finest practices

19. Consider traits earlier than leaping aboard

Sure, trending subjects and fashionable TikTok audio can earn extra views, however are they the correct of views? That means: Is that this a meme your target market is prone to observe?

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

Professional tip: Caught for content material? Strive these particular inventive concepts.

20. Test your accounts day by day

Even for those who don’t put up day by day, guarantee somebody in your group is logging in to answer feedback and DMs, and test for potential spam.

Fast response instances aren’t solely appreciated, they’re anticipated. Globally, 83% of consumers 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. It’s possible 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 maintain your choices open for future use, but it surely 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 status 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 ends in 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 spending a dime at the moment.

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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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