gary_vaynerchuk_twitter-exampleThis blog posts includes excerpts from Inc magazine’s article written by social media master Gary Vaynerchuk, originally found at http://www.inc.com/magazine/201311/gary-vaynerchuk/how-to-master-the-four-major-social-media-platforms.html

Gary writes about Twitter

I included #business, because it was a trending topic at the time of this tweet. When you use a hashtag that’s trending, you have a substantially better chance of getting engagement from people who aren’t your followers. The couple hundred people who click that hashtag every hour around the world might also see it, and I might get some traction I might not otherwise have gotten.I also made my tweet a question, because it makes your brain think about the answer. If I can get someone to stop for half a second to ponder, I’ve got him in my ecosystem. Also, line breaks allow your tweet to take up a larger portion of the phone screen and attract attention.

Note this works on both Twitter and Facebook now as well, however, it can be done to overkill. Anyone who has used Facebook has seen that guy or gal who #hashtags #everything #and #its #annoying. Use it sparingly, that said, it can lead to cross-traffic and new people discovering your content. Also, Gary worked it into a sentence here, rather than just tagging it on the end – better.

Personally,  I use Twitter like a curated newspaper – it’s just the authors I care about. I wish it were better filtered; some bloggers like https://twitter.com/Jason have great insightful business ideas and content, but intermix a lot of personal posts that unless I have a personal relationship with him (I don’t), I just don’t care about. Nonetheless, my point is that most people are interested in broadcasting on Twitter, but when is the last time you talked to anyone who was excited about consuming it?

For the https://twitter.com/aplusk s (Ashton Kutcher) of the world, Twitter is useful, because it’s asymmetric communication – he’s one, communicating to millions. For the average small business owner, the content needs to be pretty immediately visible, unless you are personally visible to all your clientele.

Audience: All ages, skewed toward 30’s as a median. Best time to post: Tuesdays 1pm.

and about Instagram…

Instagram is all about real images. Where are you? What are you looking at? What are you doing now? Unlike the polished images you’ll see for Facebook and Pinterest, this is a simple shot taken on a phone. It’s native to the platform. That doesn’t mean you can’t include information or text in your photo. I wrote some of the tasting notes directly onto the tablecloth. The only place where links are clickable in the Instagram app is in your bio. Rather than including a link in the post copy for people to copy and paste in a browser (because, honestly, who would ever do that?), I put the link in my bio. Remember, the more you act human, the more you win. Instagram is personal. It’s for those real-life moments.

Instagram is hot with 20-somethings first and foremost, with a lot of spillover into facebook via integration.

Also, images that are visually striking will perform far better on this platform. Images will be cropped to square.

Regarding Pinterest:

Pinterest is all about aspiration or utility. Here, I’m not just selling wine; I’m giving knowledge. This infographic gives context and tells you everything you could want to know about this bottle. This is just too much text for any other platform, but it feels right at home on Pinterest. People are shopping on Pinterest, so they’re spending more time on the content and looking at it with a critical eye. I used a much longer image on Pinterest than on any other platform. The platform dimensions are different and allow for it, but more important–similar to what I did on Twitter–longer pins take up more real estate.

Personally, I use Pinterest as a visual pin-board for things like food I plan to make (I’m an aspiring chef), home improvement ideas, dream home ideas – it’s essentially visual bookmarks. Pinterest has a really high click-through-to-purchase rate, probably the highest of any social network.

on Facebook:

It all starts with the image. When you’re developing images for Facebook, think about print and magazine advertising. I want people to know what wine it is (hence the crop in on the label) and how good it is (hence the Wine Enthusiast score). Keep your copy short. Include the important information that people will care about. In this case, it’s the rating, the price, and the right hook: Click here to buy now. And don’t be afraid to go in for the sale. If you want someone to do something, you have to ask him or her to do it. I made sure to include the word buy before the link.

Facebook images get far more attention than just text. Best time to post: Mid-week, mid-day.