From a brand perspective, social media is the gift of a brand platform; a place to step up to the podium and let your voice ring out.
There’s no better place to share content and be heard.
When we share a post on social media–particularly Facebook and LinkedIn–a title and summary of content from that hyperlink are pulled in right along with the link. These are called snippets (1).
Snippets are also showed in search engine results when a piece of content is listed (although Google occasionally rebels by replacing them with its own inexplicably bizarre findings).
Are snippets arbitrary? NOPE. We can control the message.
Snippets aren’t created by accident – they are pulled from the original piece of content, so that’s where you control what is used for it. Makes sense, right? With a tiny bit of basic SEO knowledge, you have the ability to control the copy in your snippets.
Why should you care what the snippet says?
Because it determines shareability and clicks. Who shares something if the snippet doesn’t appeal to them, or if its missing? Nobody. A compelling snippet also drives readership and, ultimately, impacts conversion in to subscribers.
It’s also a brand message opportunity.
If you blog for your personal brand, employer or agency clients, you need to learn this. You can take control.
Sure, you can click on a snippet from within Facebook during that moment you are creating the post, so why control it at the post level? You have control over the snippet OTHERS are sharing–total control over that message and how compelling it is to drive clicks/shares–and control when a post is shared without editing options (LinkedIn, for example).
Let’s talk about how to do it.