The Importance of Keywords in Social Media Strategy

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Typically when people think about keywords, they associate them with website content. However, what many people may overlook is how vital keywords are for a company’s social media performance. There is no one size fits all formula to implementing keywords into social, but there are many tools that can help you develop and create one that best fits your brand.

So, how do you get started with keyword research for your business?

Make sure you understand the difference between your business’s SEO strategy and the one you create for social. While there may be some crossover, there are a few things to note. The main difference is the intent behind the search. When people type a query into the search engines they are typically looking for an answer to a question such as, “the best social media platform for restaurants” or “how to enhance my social presence”, while searches on social media platforms tend to be more conversation focused.

Another important aspect of your social keyword strategy is to be mindful of search variations across social media platforms. Luckily there are resources available to aid in keyword research for some of the most popular social channels and help you create a social media calendar.

Here’s a breakdown of each channel and the corresponding tool to help you with your keyword research:


YouTube SearchWith more than one billion unique users visiting each month, YouTube is a powerful search engine that houses a wide range video content. The Youtube Keyword tool, similar to Google Keyword Planner allows users to see search volume for keywords while recommending additional terms they may not have previously considered. These keyword suggestions are useful when optimizing the title, description and tags associated with the YouTube videos for your business. With more than 100 hours of video being uploaded to YouTube every minute, it’s easy for your content to get lost, if it’s ever even seen in the first place. Knowing how people are searching on the platform and crafting your content to satisfy their search needs can make all the difference.


More than 727 million users are actively logging in to their Facebook profiles to connect with friends, family and brands and to share their thoughts and opinions on a wide variety of topics. In June of 2013 Facebook started supporting hashtags within their platform. The great thing about this move was that most users were already familiar with how they worked making it a simple transition. While hashtags on Facebook haven’t gained the popularity they’ve seen on Twitter, users can still search for content by clicking these links within posts to gain insights into the conversations surrounding a specific topic, event or product. Again being aware of how people are talking can make a difference in how you craft your content.


More than 230 million monthly users are accessing Twitter, sending more than 500 million tweets per day, which means that there are a lot of opportunities for businesses to get involved in the conversation. Hashtags turn keywords and phrases into links allowing you to quickly search for trending topics and conversations that relate directly to your business or industry. While searching in the Twitter platform itself can provide insights into how users are conversing, there are also third party sites like that allow users to search based on categories and also provide hashtag definitions for acronyms you may not already know. Being aware of the conversations happening on Twitter and inserting your brand or business when appropriate is an important part of a successful social media strategy.


Users often use Pinterest to search for recipes, get inspired for DIY projects and to shop for the latest fashion. As a business you have an opportunity to visually showcase your products, personality and more with existing and potential customers. An important part of this process is knowing what users are searching for and optimizing pins to ensure they can be found. Searching within the platform itself can help you discover popular content being pinned and using this information can help you further shape your strategy. As a business on Pinterest you also have the ability to incorporate relevant keywords into image names and pin descriptions, and to categorize these pins into optimized boards with their own unique titles and descriptions which will help users quickly find your pins through search. Rich pins allow you to expand this content even further by including recipe ingredients, product specs and availability, location information and more.

It is important to remember that keyword research for social media isn’t a one time thing, it should be continually revisited and revised to ensure that content is being optimized for each platform to reach the right people at the right time. Knowing your audience and the terminology they are using within their social networks can help you craft content to increase engagement and experience social media success.


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