The Anatomy of a Social Media Post

Facebook Best Practices & Terminology


Company Name: Make sure your company name is present as a Facebook business page name.

Profile Picture: This image displays next to your posts. Use your business logo or a professional headshot of you. Remember, you are working with a small space so have the visual legible.

Post Text: This is where you state your main message for this post. On a social media newsfeed, the main image or video is the first reference that will catch your target client’s eye. The caption is secondary to the visual however, the . Use the post text to say something different.

Visual Content: This is the visual aspect of your post including a picture, collection of pictures, video or a graphic. As a rule of thumb, post images with ratios of 9:16 to 16:9 in their highest quality format, and videos of the highest quality with ratios of 1:1, 4:5, 2:3, or 9:16. Keep the text on your graphics to an absolute minimum. Less text is more.

Reactions: This is where users can react to your post with a thumbs-up. The more reactions, the more potential client who will see your post.


Comments: This is where other users respond to your post. They can tag other users, use hashtags, attach files, images, or GIFs, and react to specific comments. Engage with your responses and answer questions.


Share: Having users share your content is so important! This is how their friends who may not follow you get to see your content. Always encourage your audience to share your content.

Hashtags: Add hashtags to your post for more people to find you. Facebook uses hashtags as a mode of search. Keep the number of hashtags to 3-5 per post. Use your name and company as a hashtag to develop healthy search results for your business.

Links: Link will have your audience learn more about your initial post. Use your posts to guide your viewer to a more fruitful destination. Post a clip of a video and link to the full video. Post a blog excerpt and link to the full blog. Bit.ly is a tool to track link clicks to see what fascinates people to click.


Instagram Best Practices & Terminology


Username: Your account’s name displays above all your posts, so make sure it’s your business’s name.


Profile Picture: This image displays next to your posts. Keep it simple and relevant—ideally, your business’ logo.


Likes: This is the number of people who have liked your post. The more likes you’re receive in the first couple of hours of postings, the longer life the post has on the newsfeed.


Comments: This is where other users respond to your post. They can tag other users, use hashtags, and reply to comments. Engage with your responses and monitor them for any inappropriate content.


Save: Users click this ribbon to save posts. Only you can see the posts you save.

Caption: Your caption describes your picture or makes an announcement. You can include text, hashtags, and some emojis!


Hashtags: A hashtag is a word or phrase preceded by the pound symbol (#). It’s used to associate a post with a specific category. Hashtags create healthy search capabilities for your business’s Instagram account.


Image: This is the visual aspect of your post. The image should be at least 1080 pixels wide with an aspect ratio between 1.91:1 and 4:5 and stay consistent with your brand.


Location: This displays where you took your image. Establish your office as a location to associate with your internal photos. People can find your picture by location, so take advantage of this feature!


LinkedIn Best Practices & Terminology


Company Name: This should be your company’s full and complete name, in contrast to an acronym version or shortened nickname.


Connections: This will display the number of professionals following your business’ LinkedIn page, and therefore how many people are interested in viewing your post in their feed. The more, the merrier.


Logo: The image used on your LinkedIn page should be a high-quality version of your company’s latest logo.


Post Text: You want to write a post that’s worth sharing and benefits your audience of professionals. Make sure your post has a professional tone and addresses something related to your business or industry.


Post Image: Post images that are well lit, show off your professionalism, and relate to the content shared in your post. This is also where the featured image of a shared link will appear if you included one in your post.


Link Description: If you share a link in your post, the title and hyperlink will automatically generate and be displayed here. Double check before you post that the link is correct and appearing properly.


Like, Comment, & Share: This is where professionals on LinkedIn will engage with your post. Be sure to monitor the comments, respond to people’s reactions, and keep tabs on your shares and likes. The more engagement, the better for your LinkedIn Page.


Twitter Best Practices & Terminology


Name: This should be your company’s name. It should be the full name, but an acronym or shortened version is acceptable on Twitter.


Twitter Handle: This is the account name, and it’s what will show up when users mention you in their tweets.


Tweet Text: This is the text you wish to share with your feed. Whatever you share can’t exceed 240 characters, and you can incorporate hashtags # or mention others with @.


Twit Pic of GIF: This is optional, but you can share 1 to 4 images with a single tweet. These are great additions to a post and help catch the user’s eye.


Reply: Users can respond publicly to your tweet when they hit the reply button.


Retweet: This allows users to share your tweet on their feed. They can also “quote” you and therefore publicly respond to you while including your content.


Likes: This is the number of people who have liked your tweet. In general, the more the merrier!


Direct Message: Users can privately message your account when they click this button.


Francesca Ragucci, OWNER.jpg