Skip links


The Anatomy of a Good Social Media Post

Getting social media right in today’s digital age is not just a small aspect of your overall marketing, it’s an important step in helping raise awareness for your brand, attract new customers and clients and make sure you’re keeping ahead of your competitors. Social media is everywhere and is a part of nearly 3 billion people’s daily lives. That’s why making sure you get the details of the perfect social media post right is crucial. Not every social media platform is alike, so this blog will break down spruced do’s and don’ts of certain sites, but there are some universal rules that can be applied to creating the perfect post.

Spelling and grammar

When many – especially those from older generations – think of social media, they probably assume that spelling, grammar and punctuation aren’t necessarily important to consider when speaking on the internet. To some extent that can be true, but certainly not in the context of being a business or business-person using social media platforms. While users on personal profiles may make mistakes in these areas, businesses can’t afford to. Using the correct grammar, spelling and so forth helps to give off the right impression of your business, showing that you are professional and that you aren’t a fake account trying to use the internet to scam others. Just as in any other form of marketing, such as using newspaper ads or flyers, punctuation, spelling and grammar online matter.

If you’re unsure about the spelling, grammar and/or punctuation of a post you’ve constructed, then get a colleague to proofread your work and utilise free online text checking tools, such as Grammarly.

Good images

Good social media posts rarely go unaccompanied by an image or gif. Images help to contextualise a post, make it more interesting and to attract the attention of social media users. Adding an image or gif to almost every post you publish can also help in building a brand image, if the pictures you use have a common theme to them that links back to a visual aspect of your company – for example, your brand colours or your logo. Images and other forms of visual media (such as gifs and videos) make a post take up more visual space on social media timelines, making them harder to ignore and therefore more likely to be read and engaged with by users.

For platforms such as Instagram, posting images or videos is a given, but again, try to use images that will tie together well to create a strong brand image and sense of identity.

Set clear goals

Behind every post, there should be a goal. Are you aiming to drive traffic to your site? Is your goal to up your conversions, so that more people who actually do end up at your website purchase your products or inquire about your services? Are you trying to build brand awareness or increase your engagement? Whatever your goal, make sure it’s kept firmly in mind when constructing every post. Be sure to include calls to action, such as ‘visit our website’, ‘comment below’ or ‘follow us on Twitter’. Imperative phrases that tell users what to do clearly are calls to action and they help to direct users to complete a specific action. Make your calls to action simple and align or link directly back to the goals you’ve set for your use of social media for your business.

If you don’t ask, you don’t get

Don’t be afraid of asking for engagement. Tell people to share your post, to tag people and to comment their views or thoughts. Starting a conversation and encouraging tagging and sharing helps your post be seen by more people, creating more exposure for your brand and helping to spread your business’ message. Some easy ways to ask for engagement is to share interesting articles of content – especially if it’s your own content and is a part of your content marketing strategy – and ask people of their opinions on the subject or to tag someone who would find your content interesting. Another often used way of asking for engagement is to ask for suggestions on an image caption.

For Each Social Media Platform

As stated before, each platform is slightly different. Instagram has its dependence on the visual aspect, Twitter has its ability to open discussions across a wide group of people and Facebook has its friends and family-based connections, with a strong focus on helping users maintain meaningful connections with others.


Think in themes: Create a brand image through incorporating certain colours and symbols into every post, eventually building up a visual theme. Making certain visual cues synonymous with your business is key to building brand awareness, and the media-heavy nature of Instagram is the ideal place to put this into practice, whilst also helping your profile stand out from the crowd.

Hashtags: Of all the social media platforms, hashtags are perhaps the most important to utilise on Instagram. Unlike Twitter and Facebook, Instagram doesn’t allow you to filter posts by keywords unless they are used in hashtag form. Using the right hashtags properly and consistently is key to follower growth and impressions. Just remember that Instagram limits posts to 30 hashtags.


Keywords: Keywords are important on every social media platform, but only Twitter has such a comprehensive and popular news feature (called ‘Moments’). This section takes the top posts from trending topics, compiles them into Moments and publishes them in easily digestible run-downs of why a certain hashtag or phrase is trending. If your tweets about a trending topic don’t use the relevant keywords and/or hashtags, you can miss out on your opportunity for your tweet, and therefore your Twitter profile as a whole, to be exposed to a much larger audience. Beyond trending topics and moments, using the correct keywords helps improve the SEO (search engine optimisation) of your Twitter profile, meaning that when people search for services or products your business offers, your website and social media profiles are more likely to be shown first.


Facebook’s purpose is to connect friends together, so nay content on Facebook – whether its a lengthy article on an important topic, or a cat video – needs to be easy to share and tag friends in. The posts must be easy to read, even if the content linked to it is more complex, and have a clear call to action to tag a friend and/or share the post.


LinkedIn is a business-focused platform, so your posts must be clear, to the point, and offer something useful, whether that’s information, advice, background to your business, your services or products or a link to some of your content that you’ve created as part of a content marketing strategy.