This guide provides step-by-step instructions for managing our social media channels effectively. Our current focus is on LinkedIn and Twitter, targeting HR and People Ops professionals, with secondary audiences in Legal and Payroll.
Accessing Necessary Tools
Content Planning
Review Upcoming Activities Open the 'Marketing Calendar' tab in the spreadsheet. Note any upcoming webinars, events, or new blog posts.
Navigate to the 'Social Media' tab. Review content posted in previous weeks to avoid repetition.
Choose assets that align with upcoming activities. Prioritise content that supports our main storylines
(Example: If a webinar on EOR legality in Spain is upcoming, select related blogs or glossary terms.)
Aim to post at least three times a week Preferred days: Tuesday, Wednesday, and Thursday Secondary options: Friday
Allocate Content to Channels Prioritise LinkedIn for prime content. Stagger similar content between LinkedIn and Twitter to avoid same-day duplication.
Add selected content to the corresponding channel's section in the 'Social Media' tab, including the date the content will be posted in a MM/DD format. Creating UTM Links and Short URLs
Use the to add the necessary parameters for tracking. Simply page the URL of the page in cell B2 and copy the auto-generated link from column A. Copy the UTM links, one for LinkedIn and one for Twitter.
Shorten URLs with Rebrandly Ensure the Rebrandly Chrome extension is installed and logged in. Shorten each UTM link using the extension. To do so, just open the link including the UTM on a new window, click on the extension and copy the short link. Verify the shortened links by clicking on them to ensure they work properly. Drafting Social Media Posts
Use a friendly, conversational, and straightforward tone. Avoid jargon, controversial language, and fear-mongering tactics. Position Boundless as knowledgeable and consultative.
Refer to the Recommended Hashtags section. Use 3 to 7 hashtags per post. All hashtags should be in lowercase, except for acronyms like #EOR or #HR.
When mentioning individuals, tag them to increase engagement.
(Example: "Join our webinar with @DeeCoakley...")
Check for spelling and grammar errors. Manually proofread to ensure clarity and professionalism. Click on the links to ensure they work. Scheduling Posts in HubSpot
Access HubSpot Social Media Tool Login to Hubspot > go to Marketing from the left side navigation panel > then select Social.
Click on 'Create' and select the appropriate social media channels at the top.
Paste the crafted copy and include the shortened URL. If you prefer you can draft the copy directly in here. Upload any necessary images or confirm that the meta image is appropriate.
Include 3-7 hashtags from the list below, or use any that are relevant to the specific post.
Refer to your planned schedule in the spreadsheet to confirm scheduled dates. Set the date and time, considering the best performing times. Best Practices and Guidelines
Optimal days: Tuesday, Wednesday, Thursday. Best times for LinkedIn: 10:00 AM – 12:00 PM GMT. Best times for Twitter: 12:00 PM – 3:00 PM GMT.
Maintain a consistent posting schedule to keep the audience engaged.
While we currently do not respond to comments, monitor posts for any critical feedback that may require escalation.
Do not mention competitors by name in posts. Ensure all content is compliant with company guidelines and industry regulations.
Recommended Hashtags
Below is a list of suggested hashtags categorised for ease of use:
Feel free to mix and match hashtags as appropriate for the content, or include additional ones based on the use case.
Appendix
Suggested Metrics to Track
To measure the success of our social media efforts, begin tracking the following key performance indicators:
Follower Growth: Monitor the increase in followers on each platform monthly. Engagement Rate: Track likes, comments, shares, and retweets. Click-Through Rate (CTR): Measure the number of clicks on links versus the number of impressions. Top Performing Content: Identify which posts receive the most engagement to inform future content planning. Future Platform Expansion
Consider expanding to Instagram next year to support field marketing, events, and recruitment efforts. Start preparing by collecting photos and videos from events and team activities.
How to manage our social media