In Facebook and Twitter you have the functionality to pin a post to the top of your profile’s feed. Which means anyone visiting your profile, page or group will see that message first. It’s a useful tool for promoting key messages for your business. But it’s essential you avoid overusing the tool or misusing.
A pinned post is effective when
You use multi-media
Carefully write the post, be succinct. Check you have included key information with a smart-looking link (shrunk or a customised Bitly link). Use a powerful and relevant image that will draw people in. Video could be even more effective.
You pin temporarily
Leaving the same link at the top of your feed can look a bit stale and uninviting. How likely are users going to delve into the rest of your feed if you haven’t changed the pinned post in over a month? The timescale is relevant to the content you’re highlighting in the post but even if you haven’t finished the promotion, consider changing the text or image slightly after two weeks. That way you capture new visitors without frustrating repeat visitors.
It has a clear purpose
Ask yourself what you want people to do after reading the post? Balance the promotional tone with a sentiment which still connects followers to the subject matter. Some types of posts are likely to work better than others, such as:
- Announcements – tell visitors about your latest business development or news. Perhaps you won an award? Or have created a video from an event?
- Promotions – broadcast a money-off promotion or other incentive.
- Events – drive ticket sales on the run up to an event. Make sure customers find the event info and ticket sales link in as few steps as possible.
- New products or services – capture more users by pinning a showcase post with details of new product lines or services.
What a pinned post should not be
Your ‘bio’ or ‘about’ section should contain key information about you and your business; what you do, how you help people; how to contact you and a link to your website. People know how to find this, so repeating it all in a pinned post isn’t really helpful and could indicate you have nothing else ‘new’ to say. Your feed is a chance to dazzle people with your latest activity or photos, so don’t block the engagement with a pinned post which contains a bio.
If you’re using a pinned post for a temporary campaign or sales promotion be sure to remember to remove when that period has expired. It looks as if you lack focus and commitment on your social media activity and therefore unprofessional.
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