Social media is an opportunity to bring headlines to subscribers and followers and engage with them throughout the day. Below are 13 tips to consider when assessing your Facebook and Twitter posting strategy.

The Missouri School of Journalism’s analytic advertising class, taught by assistant professor Brad Best, compiled this list after spending several weeks analyzing social media pages at various news organizations.


1. Include links to your website in your posts

This will boost traffic to your content and advertising.

2. Don’t write long posts

Although there isn’t a tight character restriction on Facebook like there is on Twitter, users don’t want to read a news story on your wall.

According to Simply Measured, try to keep your Facebook posts below 250 characters.

3. Determine what kinds of posts your fans are engaging with and share more of those

For example, if your fans engage with videos, post more videos.

4. Find out when your fans are on Facebook and post content during those times

Learn when your fans are on Facebook and engaging with your content by accessing the Insights tab (located in the upper left-hand corner) on your Facebook homepage. Then click the Posts tab.

5. Have your page verified

Verifying a page will tell users that your page is authentic and legitimate. It helps prevent someone from impersonating your page and stealing users and likes. Once your page is verified, Facebook will place a blue badge next to your Page name.

6. Let readers know there’s a live human on the other side of the screen

Readers may post a comment or ask a question on your wall. Respond to them promptly. This is an opportunity to engage with them and start a conversation.

7. Make a good first impression

The cover photo is a prominent feature on your Facebook page so be mindful when choosing an image. Try selecting a photo with people in it. Make sure the photo is the correct dimensions for Facebook so it looks professional.

Facebook and Twitter

8. Give readers a reason to click the links in your tweets and Facebook posts

Ask a question that piques the interest of the reader or tell them what they’ll gain by clicking the link. Then give them a call to action — “read,” “share,” “tell us what you think.”

9. Add a little color (or black and white) to those posts

Studies have shown that tweets and Facebook posts with images get more action than those that don’t have images.


10. Change it up a bit

Don’t publish identical posts on all of your platforms. Utilize each platform’s features to make each post unique. Some of your followers might follow you on multiple platforms. Bottom line: They don’t want to see the same post multiple times.

11. Don’t forget your page description

Complete the brief profile description on your Twitter account. You have 160 characters to convince your audience to follow your account. Use your profile description to tell them why.


The New York Times

Where the conversation begins. Follow for breaking news, special reports, links and RTs of our journalists.        

USA Today Money

Latest news about financial markets, the economy, business, corporations, and personal finance from and its editors.

12. Put a face on your organization and content

Reporters should set up a professional Twitter account and tweet their work. Make sure reporters post a profile photo of themselves and not just the organization’s logo.

13. Engage with your followers

Tweet at individuals or businesses you mention when relevant and never forget to respond to someone who tweets at you. Don't let Twitter become one-way. The next set of tips will focus on Instagram and Pinterest.

Jennifer Nelson-Pallikkathayil  
Senior Information Specialist


Related Stories

comments powered by Disqus
MU | Missouri School of Journalism | University of Missouri