21 Social Media Best Practices to Follow in 2022

There’s no “one magical manner” to do social media marketing 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 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 staff 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 proper resolution.

2. Construct a presence on the suitable social media networks

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

  • Do I (or my staff) 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 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 small business. Like every enterprise observe, your social media wants a considerate method, 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 together with your whole staff.

4. Audit your efficiency

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

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

Right here’s how to do this:

Professional tip: Let Hootsuite inform you when your private best time to post is, for every platform and aim. 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.

5. Develop constant model tips

You want two kinds of rulebooks to your staff:

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

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 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, then again, present construction to your staff on what subjects could also be off limits to publish about when representing your organization — even on their private accounts. This eliminates confusion, encourages staff to share constructive content material, and establishes clear penalties for violating phrases, which may prevent from authorized and PR troubles down the street.

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

6. Schedule your content material in advance

Don’t be a Final Minute Melvin. Developing with content material proper earlier than you want to publish 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 staff.

Professional tip: Hootsuite Planner is your best option for all-in-one simple 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 up to 350 posts at a time in only some minutes. Try how Hootsuite will help manage your workflow.

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

Auto-sharing your Fb publish to Twitter isn’t a content material technique. In fact you may 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 publish throughout all your social media accounts, flip the article’s key factors right into a Twitter thread.

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

Stand in entrance of your cellphone and document a “pointing to numerous textual content bins” Instagram Reel and direct your followers to learn the complete factor in your web site.

You don’t want to go into all-out manufacturing mode and make a thread, Reel, TikTok, video content material, carousel posts, and many others. for each article. Typically it’s superb to share a hyperlink. However make an effort to repurpose as a lot of your content material as attainable. It’s going to enable you to create extra—quicker.

Professional tip: You’ll be able to’t anticipate to develop a devoted following and utilizing generic advertising and marketing methods. Tailor your content material to what every social media platform excels at to domesticate significant engagement and drive site visitors that may truly convert.

8. Embrace social listening

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

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

Day to day, preserve your AI ears open for folks asking about your trade 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 improvement, 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 in 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 usually. Sudden detrimental swing? Dig into why and tackle it to nip any PR issues in the bud.

9. Ask your viewers for suggestions

Social listening is nice, but in addition make a degree to immediately interact your viewers. Ask for his or her opinions and concepts, or enjoyable questions 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 area 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 do this. Suggestions doesn’t at all times have to be about product options. Give attention to constructing a group first.

Social media customer support greatest 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 glad. You will 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 prospects who haven’t even contacted you. Whoa.

Just a few weeks in the past, I used to be combating Google Docs not saving, which additionally means you may’t kind something new. Tremendous cool whenever 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 easy 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

In addition to tagging you in a publish, customers are additionally messaging you or leaving feedback in your social media posts with customer support inquiries. These vital feedback are simple to miss, particularly in case your posts get tons of of feedback.

So how are you going to make sure that 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’ll be able to see full threads for DMs and feedback, and @mentions, and assign conversations to particular reps to manage and velocity up your responses.

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

12. Use a chatbot to velocity up easy inquiries

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

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

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

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

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

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


We have a tendency to suppose AI customer support received’t be pretty much as good as talking to a human. However what’s higher:

  1. ready on maintain for half-hour to discover 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 manner to attain your human staff for extra advanced inquiries, too.

13. Don’t ignore criticism

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

Coach your staff on how to deal with detrimental conditions and supply options to indignant prospects. For criticism of firm actions or values, guarantee everybody in your staff is aware of how to reply in a sort and—let’s face it: legal-department-approved—manner.

Professional tip: All the time take the excessive street and method 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 staff 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 individuals are upset about? And in that 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 when you don’t suppose it should occur to you.

15. Have a content material approval course of

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

Professional tip: With Hootsuite, you may arrange content material collaboration and approval workflows to prevent 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 publish stays the identical, customizing the media specs and caption size will preserve your profiles polished {and professional}. Try our 2022 social media image size cheat sheet.

17. A/B check inventive belongings

Positive, you’re operating A/B tests on headlines and replica, however are you testing visible belongings, 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 type of a graphic.
  • Utilizing a special photograph.

There are countless 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 received’t know precisely which new ingredient “received” on the finish.

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

18. Use instruments to obtain extra

There are tons of social media apps to assist out with design duties. In case you don’t have a design staff, you may 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 up to 11 by making a month of content material without delay, 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 traits earlier than leaping aboard

Sure, trending subjects and well-liked TikTok audio can earn extra views, however are they the proper of views? That means: Is that this a meme your target market is probably going to observe?

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

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

20. Test your accounts every day

Even when you don’t publish every day, guarantee somebody in your staff is logging in to reply to feedback and DMs, and examine for potential spam.

Fast response instances aren’t solely appreciated, they’re anticipated. Globally, 83% of customers anticipate a response to a social media inquiry inside 24 hours, and 28% anticipate 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 reside up to—or danger dropping out to the competitors.

21. Snag account names even when you don’t use them

You is probably not on TikTok. You could by no means need to be on TikTok. However, it’s a good suggestion to reserve your organization’s username on all present social platforms anyway.

Not solely will this preserve your choices open for future use, nevertheless it prevents potential imposters from utilizing your model title to pose as you. Even when you by no means plan to use platform, create an account to shield your fame and mental property.

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

Get higher outcomes in much less time by managing your social media marketing with Hootsuite. Plan, collaborate, schedule, and publish content material for all of your platforms in one 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 right now.

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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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