Have you ever played foosball? You may think it is just a fun game where you just need to pass the ball and score a goal. Guess what? Foosball is just as much a mental game as it is a skill game. Now let's imagine that Social Media is like foosball. A lot of managers and marketers think that they can get a sale and knock out the competition by creating content and throwing it on different channels and they hope this is enough. However, patiently engaging with customers to build relationships which are crucial to successful social media campaigns is like learning and developing different scenarios of how to maintain ball control in foosball. Once you learn the basics, you will need more than speed to overcome top opponents and score a goal. This is what makes the game so addicting and strategic exactly like your content in social media. You need to put more effort and time on your "shot strategy". It’s not just about developing high-quality content, but developing content which is perfectly adapted to specific social media platforms and mobile devices—content made for Facebook, Twitter, Tumblr, Instagram, Pinterest and LinkedIn. Let's pay attention to the context of some popular social platforms.

Brief Summaries on Twitter

Because of its character limit, Twitter always makes marketers choose their words wisely. Tweets don’t have long lives which means that you need to tweet multiple times. Yet, it is not just about posting something straight away. Instead you should wait for something relevant to start trending. With this in mind, you take notes of the hottest topics and discussions on Twitter at the moment and you can see how you can use them in your own tweets. Good Twitter content can be a combination of your summaries or stats. By tweeting a summary of articles rather than their titles, your content is direct, to the point and tackles a timely subject. Use hashtags you think users would naturally associate with your company. Try to incorporate a few that are unique to Twitter. Focus on keywords that are relevant to your business.

Key question:“Would I click on this tweet?” If the answer is yes, go for it.

Quote cards and eye-catching images on Facebook

For some users Facebook is an important platform for marketing strategy, for some it is more for pleasure. To interact more effectively with your audience you need to ask more questions and open an important discussion for you business related context. You need to bring more followers into conversations and understand readers' opinions. The tone of your messages should be more casual, relaxed and engaging. If you are using Facebook for business purposes, try to create more accessible and friendly content, rather than something more detailed or technical. A smart way to repurpose your content is to take text from an interview or an article, for example, and to create a quote card. Facebook’s algorithm ranks images higher than any other type of content. Try to find images that can develop a story, like a glimpse into the process of creating your products. Then you can use several images with important statements for the next post and keep your followers engaged.

Key question: “Does this image/quote make me curious? If the answer is no, keep searching for more eye-catching content.”

Keep it Professional on LinkedIn

LinkedIn is known as a professional platform mainly related to business networking and recruitment. It’s also a place where most industry experts share content or discuss trends. Your content should be different from the casual one in social channels. It should be more industry-related informative and smart. Important factors here are to understand the needs of your business and to rewrite your content in a way that invites commentary.

Key question: “Do I really know the values of my business? If the answer is no, try to focus on what is relevant to your business and then work on the company image”

Use Infographics in Pinterest

While some social networks are sharing news or conversations, Pinterest is a place where users gather information about their own business-related subjects, interests and services. Many marketers and business planners use Pinterest for their own strategy goals and business needs, so it’s a great platform for consultants, technology officers, software developers and service providers. The best way to present your idea is creating an infographic – a content that inspires and informs at the same time.

Key question: Do I understand what is this about from the first 5 seconds when I see it?

Capture the right moments in GIFs for Tumblr:

GIFs are nothing new but they are still getting more popular recently. Their creativity can capture the audience’s attention. It is very easy to create and consume them. GIFs may achieve the right encouragement for a user to listen to a brand’s message. Also, for some users GIFs are more attractive than images and cheaper to be created, comparing to videos. The size of the GIFs is also smaller and the process of uploading them is quick, which means that they are user-friendly and may increase the effectiveness of a brand’s message. According to Buffer, 23 million GIFs are posted to Tumblr every day. The interesting part is that GIFs are made by specific information recorded from moments, which you may relate to your personal interactions.

Key question: Does your GIF suits to your brand? If the answers is “yes” go for it.


Focusing the content you put out on Facebook, Twitter or whatever else has the market’s attention at the time, is crucial for small businesses that want to be noticed in 2017. To achieve higher engagement, it is important to think about specific sharing tactics. Each platform has its own voice and focuses on different aspects of sharing. Some social networks value images, while others rely on brief summaries. Some of the tactics overlap, but they may be used differently depending on the network. Social networks are not just distribution channels to bring you somewhere else. They are also places where you can tell stories.

The Orla team cares about these stories and is here to help you write your own.

Think there’s something we missed? Let us know by email, or follow us on Twitter or