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.

Find the Right Social Media Platforms For Your Biz

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Social MediaSimilar to traditional advertising outlets  (TV, magazine, radio, billboard), there is a strategy to choosing which social media platforms are best for reaching your target audience online. Some platforms may reach more people – but are those the right people? Other platforms are more visual. Platforms can be causal, business-like, entertaining, informative – the list goes on and on, but your concern should only be, ‘which platforms are best for my business?’


Author and online marketing expert Scott Levy says, “Most people and companies can’t be amazing on every platform; that takes a huge amount of bandwidth and resources. Instead of having a sub-par representation in a lot of places, be awesome on a few of them.”


Now, let’s figure out which platforms best meet your business credentials.



First off, Facebook is not about selling. As one of the most powerful social platforms in the world, this is not where you hook a one-time buyer; this is where you go to make long-term fans. Your goal should be to showcase your company – “let customers get to know the people behind the logo.”


Facebook allows you to post with images, video or just text, and it’s up to you to decide which best suits your target audience’s newsfeed.



YouTube, I Tube, everyone is doing it. And for that reason, the bar for ‘watchable’ videos has been set very high. If brands can showcase their product in an engaging and unforgettable way, there is no limit to the success you can acheieve, but as more and more brands use this medium to compete, creating unbelievable content is harder to execute.


Besides entertaining, videos can also educate, so if your business can demonstrate how to use a product or introduce a business, this may be the outlet for you.



Think of Tweets as an ongoing conversation. Twitter is a very in-the-moment platform – great for news updates, Q&A, events, etc. The thing is, Twitter has also turned into somewhat of a customer service tool, and on this platform, followers expect a timely response. So DO choose Twitter if you have a dedicated responder, who knows your business, but DON’T use Twitter if you only have the capacity to interact with followers every few days.



Pinning is ideal for businesses with highly visual products. Wedding planning, vacations, apparel and food recipes all do very well with the predominantly female audience. The audience is niche, but highly lucrative if tapped. Once you’ve ‘Pinned’ an image, it can link to your website, and drive sales better than any other platform!


Of course, this just scrapes the surface of potential platforms and their user-benefits. Once you have picked your platform, sign-up for a free month of iScream Social, the online social media planner, to create a custom calendar for your brand.


Ask us any questions in the comment section below.

Is iScream Social Right For My Small Business or Non-Profit?

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Social Media PlannerIf your business or non-profit has trouble keeping up with the day-to-day of social media, growing your fan base or creating content, there’s good news. A taste-tastic new app has just launched to help relieve your social media woes.

 Tell Me More!

iScream Social breaks down actions on each of your social platforms day-by-day. It’s essentially a social media planner custom made for you! iScream even helps generate content using keywords specific to your business or non-profit.

 I’m Intrigued. Go On.

Some of our iScream Beta testers were socially savvy, but limited on resources (i.e. staff, time, marketing budget). iScream was the perfect tool because you can assign tasks to interns and co-workers, get the daily breakdown for your platforms and maximize budget with exclusive tips for promotions and more. iScream will even send you an “Oops, You Dropped Your iScream” email when you miss tasks.

 But Social Media is Like a Foreign Language to Me…

No Habla Hashtags? No problem! iScream is a friendly, introductory guide to social media for businesses and non-profits. No matter your age or experience, iScream is approachable and educational. We don’t speak over your head with analytics. We simplify strategy, uniting all your platforms and campaigns on one user-friendly dashboard.

 Social media editorial calendarHow Do I Get Started?

To enjoy iScream, simply sign up. Start a campaign. Sync any social media platform you are currently active on or would like to be active on, including your blog. Use Google AdWords to create a list of keywords for your custom social strategy. Now, you’re ready to start making an impact in the social stratosphere.

 More Questions?

The iScream team is ready to chat! Add your comments below or email us at

Pinning to Grow: E-Commerce for Retailers

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Pinterest has become one of the most influential social networks available for retailers to utilize, growing faster than any social media site in history. By the numbers, Pinterest draws in more than 25 million users and 10 million unique visitors per month.  Not to mention, nearly 20% of women using the internet are on Pinterest, spending around an hour on the site each day. That said, we believe it’s worth your time to learn about Pinterest and add Pinterest to your social media dashboard.

PinterestToday, being a great business brand entails more than just the brick-and-mortar experience you provide your consumer; it requires having a strong presence online, strategically placing your products on social networks your consumer spends the most time.  Since women on Pinterest are already predisposed to seek fashion trends and advice, using Pinterest for e-commerce is a smart way to increase profits without having to pay the steep price of building an e-commerce website.  Splash – a St. Louis boutique – is a great example of a retailer that uses Pinterest to drive sales.  By pinning images of their in-store offerings online – as well as the price and phone number of where to order – selling is made easy and effective for Splash employees, reaching a larger audience and driving more traffic to their store.  By keeping their online offerings relevant with their in-store activity, customers are able to stay in the loop about new arrivals and upcoming sales.