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.

Non-Profits Can Promote Change Using Social Media

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In a recent endeavor to enlist more organ donors, Facebook allowed users to add an organ donor status to timelines. This ignited a 2000% increase in the number of people signing up to donate and proves that social media is a strong driver for non-profits.

Non-profits need to constantly drive awareness, drive donations, recruit volunteers and create change to make an impact. Social media platforms are the perfect place to make that happen.

  1. Public Recognition is High. Very High.  Go! St. Louis

    People support causes they feel passionate about, but they also don’t mind a little recognition here and there. In the past, that meant engraving plaques or honoring generous patrons at ceremonies. Now, fans can share that they just made a donation via Twitter. Join a cause on Facebook. Or create an awareness video on Youtube and get instant recognition from all 782 of their friends.

  2. It’s Easy to Find Fans Predisposed to Your Cause.

    Social media makes it easier to search and recruit for new advocates, donors and fans. You can find people predisposed to your cause based on their likes, interest and keywords. Putting on a 5K for your non-profit? Search for people who like to run!