Social Media: Dan Zarrella’s scientific take

Social Media: What to say and when

Social media scientist with Hubspot Dan Zarrella shares his exclusive research and real data on Facebook and Twitter.

Facebook

• Share your blog on Facebook to increase traffic
• Social media is used for optimism, so share optimistic articles

LIWC Attribute Preferences Linguistic content analysis

• Sex and positivity sell!
• Be as positive as possible

Twitter

• People read blogs to gain unique perspectives
• Stop blogging about yourself.  Be positive!

Conclusion:  For greatest success, talk as yourself NOT about yourself!  Be positive!

Media’s effect on blog post success: To decide what media type to use, ask yourself, what type of engagement are you looking for?

• Facebook has more video sharing than Twitter.
• Facebook retains a more mainstream audience
• Video posts get more links than photo links on social media.
• More comments on photo posts.
• If you want to your blog to get comments, use photos.

Bottom line: Use video to get links, use photos to get comments.

Word Choice People want to read your unique point of view that conveys educational offer

Most viewed words insights, analysis, answers

Most linked words Recent, insights, on, answers

Most commented-on words Users comment on things when something is in it for them

• “Giveaway,” “recruiting,” “jobs,” “money”
• Do not be afraid to ask for comments

Most retweetable words

• “YOU” Talk about YOUR audience; enhance their life
• “Free,” “social,” “post,” “retweet,” “new blog post”

Most shared words on Facebook

• “Facebook,” “why,” “how”
• Newsworthy words: “Obama” “healthcare”

Least used & linked-to words

• Franchise, derivatives, etc— examples of technical, complex terms
• People don’t like to read content that merely contains a series of content
• Do not use overly technical words!
• Do not bore audience.

Least retweetable/sharable words

• “‘Facebook’ is the Jersey Shore.” – Zarrella
• Social media “dork” words. Want to get content shared then STAY AWAY from social media dork stuff!

Grammar Write simply and plainly. It matters.

• Well-written content attracts viewers. Content quality matters!
• Readability:  On Facebook, more readability decreases reception.  Twitter, readability increases retweets.
• Don’t overuse adjectives and adverbs.

Novelty vs. Social Truth A fine balance

• Social proof is used to reduce fear
• Use social truth to establish trust
• Novelty and unique perspective makes people want to read blogs. People want unique opinions!
• Leverage retweet/sharing buttons
• Retweets are of lesser used words