The 6 Bs of Social Media

Posted 2 years ago in Small Business Tips
by Jenny Rollins

Social media has pretty much become the lifeblood of digital marketing. If you know you want to build your business’s online presence, but you’re not sure how to do it, we’ve created a basic guide for you.

Here are some rules to follow as you’re figuring out how to run your company’s social media.

  1. Be concise. The shorter, the better. With social media, you only have a few seconds to catch the reader’s attention as they’re scrolling. If the copy is too long, no one will read it. Try not to exceed three lines.
  2. Be human. The best way to connect with an audience is to be real. Write like you’re talking to a friend, but with better grammar.
  3. Be consistent. All posts should sound like they are coming from a single source, so make sure that every post has a similar feel to the others. Everything should connect back to your identity.
  4. Be calm. Try to be enthusiastic without overusing exclamation points or ellipses.
  5. Be different. Each social media platform is made for a specific purpose, so use the channel for its specific purpose. There can be overlap, but it doesn’t make sense to post the same thing on every platform.*
  6. Be aware. Keep an eye out for other companies that have good social media marketing strategies. Look for things that are popular or trending that you can tie in to your product.


*Number 5 expanded:

Know Your Social Media Platforms


Facebook is a great place to write slightly longer posts and to link. On Twitter links count against your character count and they don’t actually link on Instagram, so Facebook is the best place to do it. On Facebook, the text comes before the images, so you’ll want to write enough to get the reader’s attention, but not enough to distract from the picture or link attached. Hashtags aren’t searched for as much on Facebook as they are in other places.

Having people tag your business in a post is better on Instagram or Twitter than on Facebook. If you want consumers to post something you can find on Facebook, tell them to use a specific hashtag that you can search for. Respond to some Facebook comments frequently, so the audience sees that you care.


Tweets should be even shorter than Facebook or Instagram captions. Eliminate all extra words. Because tweets are not very difficult to process, tweeting multiple times a day is encouraged. Also, if you can’t fit your whole idea or campaign into one tweet, you can divide it up into a couple or a series. Using Twitter handles is key. Also, pay attention to what other people have tagged you in so you can respond to them and show them that your company really does listen to its audience.


Instagram is all about the picture. The captions are there, but they follow the picture and are cut off after a certain amount of lines. Short, clever captions are best here. Longer ones are okay occasionally, but only if it’s a personal anecdote of some kind. Hashtags here should be more general, so people who are searching for related content can find the post. Instagram will tell you how many times that hashtag has been used, so go for the one that has been used the most.


Pinterest captions are pretty superfluous. The best thing to do is create interesting images or ads and make them into shareable memes. Some ads that work well change as the user scrolls down the page. Listicles also do well on Pinterest if they have a catchy title and a good image to accompany them.

About Jenny

Jenny is a content writer for ZipBooks and a graduate student at Brigham Young University.

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