Social Media FAQs: Answers to Common Questions

Social media marketing is one of the most powerful tools for building brand awareness, engaging with your audience, and driving business growth. However, with so many platforms, content formats, and constantly evolving algorithms, it can be difficult to know how to develop an effective strategy.

As experienced social media marketing consultants, we’ve compiled the most frequently asked questions about social media marketing and provided detailed, expert answers to help you maximise your social media success.

What is social media marketing?

Social media marketing (SMM) is the process of using social media platforms to promote your business, engage with your audience, and drive traffic to your website or other business assets. It involves creating and sharing content, running paid advertising campaigns, and engaging with followers to build relationships and increase brand visibility.

Core Objectives of Social Media Marketing:

• Brand Awareness – Consistent presence on social media helps increase brand recognition.
• Audience Engagement – Encouraging likes, comments, shares, and direct messages helps strengthen relationships with your audience.
• Lead Generation and Conversions – Social media platforms allow you to drive traffic to landing pages and product pages, converting followers into customers.
• Customer Service – Platforms like Twitter and Facebook enable direct communication with customers, resolving issues quickly and improving customer satisfaction.
• Community Building – Creating a space where your audience can engage with your brand fosters loyalty and advocacy.

How Social Media Algorithms Work:

Most social media platforms (like Facebook, Instagram, and TikTok) use algorithms to determine which content to show users. These algorithms consider:

• User engagement (likes, shares, comments)
• Post relevance
• Content type (video, image, text)
• Posting frequency and consistency

A strategic approach to social media marketing ensures that your content aligns with platform algorithms and reaches your target audience effectively.

Which social media platforms should I post on?

The best social media platforms for your business depend on your industry, target audience, and business goals. Each platform attracts different user demographics and behaviours:

1. Facebook

• Over 2.9 billion monthly active users.
• Strong for community building, customer service, and targeted advertising.
• Ideal for B2C and some B2B industries.

2. Instagram

• Over 2 billion monthly active users.
• Strong for visual content (images, videos, and reels).
• Ideal for lifestyle, fashion, food, and travel brands.
• High engagement through stories and influencer marketing.

3. LinkedIn

• Over 930 million members.
• Best for B2B marketing, professional networking, and thought leadership.
• Strong for lead generation and industry authority.

4. Twitter

• Over 368 million monthly active users.
• Effective for real-time communication and news sharing.
• Strong for customer service and industry conversations.

5. TikTok

• Over 1 billion monthly active users.
• Strong for short-form video content and creative campaigns.
• High engagement with younger audiences.

6. YouTube

• Over 2.5 billion monthly active users.
• Ideal for long-form video content and educational material.
• High potential for SEO and long-term content value.

7. Pinterest

• Over 445 million monthly active users.
• Strong for product discovery and lifestyle inspiration.
• Highly effective for driving traffic to e-commerce sites.

Best Practices:

• Focus on 2–3 core platforms rather than spreading yourself too thin.
• Choose platforms where your target audience is most active.
• Adapt your content to match platform-specific formats and user behaviours.

How often should I post on social media?

The ideal posting frequency varies by platform and audience, but consistency is key. Posting too often can overwhelm your audience, while posting too infrequently can reduce engagement.

Tips for Maintaining a Consistent Schedule:

• Use a content calendar to plan and schedule posts in advance.
• Analyse audience engagement data to determine the best times to post.
• Avoid content fatigue by mixing up formats (e.g., video, images, text).
• Monitor engagement rates and adjust frequency based on performance.

What type of content works best on social media?

Different types of content perform better on different platforms. The key is to create content that aligns with the platform’s format and your audience’s preferences.

High-Performing Content Types:

1. Videos – Short-form (e.g., TikTok and Instagram Reels) and long-form (YouTube) perform well across all platforms.
2. User-Generated Content (UGC) – Content created by customers builds authenticity and trust.
3. Infographics and Data-Driven Content – Eye-catching graphics that simplify complex information.
4. Behind-the-Scenes Content – Adds a human element and builds a connection with your audience.
5. Educational Content – How-to guides, tutorials, and expert insights position you as an authority.
6. Storytelling – Personal stories and brand narratives foster emotional engagement.
7. Polls and Questions – Encourage interaction and provide insights into audience preferences.

What is influencer marketing, and how does it work?

Influencer marketing involves partnering with individuals who have a large and engaged social media following to promote your products or services.

How It Works:

1. Identify influencers whose audience matches your target market.
2. Reach out to them with a collaboration proposal.
3. Provide the influencer with guidelines, but allow creative freedom.
4. Track performance metrics such as engagement, reach, and conversions.

Types of Influencers:

• Mega-Influencers – Over 1 million followers; high reach but expensive.
• Macro-Influencers – 100k–1 million followers; good balance of reach and engagement.
• Micro-Influencers – 10k–100k followers; higher engagement rates and more niche.
• Nano-Influencers – Under 10k followers; highly trusted within their community.

How do I grow my social media following organically?

1. Post high-quality, consistent content.
2. Engage with your audience through comments, likes, and shares.
3. Use hashtags strategically to increase discoverability.
4. Collaborate with other brands and influencers.
5. Encourage user-generated content.
6. Optimise your profile with keywords and branding.

How do I measure the success of my social media campaigns?

Key metrics to track include:

• Engagement Rate – Likes, comments, shares, and clicks.
• Reach – Number of unique users who see your content.
• Follower Growth – Number of new followers over time.
• Conversions – Purchases, downloads, or leads generated from social media.
• Referral Traffic – Visits to your site from social media.

What is the best time to post on social media?

The best time to post on social media depends on your audience’s behaviour and the platform you’re using. While there are no universal “perfect” posting times, general trends have emerged based on user habits and platform algorithms.

Best Times by Platform:

1. Facebook – Mid-morning (Weekdays)

Engagement tends to peak in the mid-morning hours, as people often check Facebook while taking a break or commuting to work. People are less likely to engage with posts during the evening as they shift their focus toward family or leisure activities.

2. Instagram – Early Mornings and Evenings (Weekdays)

Instagram users are highly active during morning and evening hours — likely checking their feeds first thing after waking up and again while winding down in the evening. Stories and reels tend to get more engagement when posted during these windows.

3. Twitter – Morning and Lunchtime (Weekdays)

Twitter is a fast-moving platform where users often scroll through updates first thing in the morning and during lunch breaks. Posting during these windows increases the chances of your tweets being seen and engaged with before they get buried by newer content.

4. LinkedIn – Mid-Morning During the Workweek

Engagement on LinkedIn typically peaks mid-morning (around 10 AM) as professionals check their feeds while having a morning coffee or settling into their workday. Posting early or late in the day tends to result in lower visibility.

5. TikTok – Afternoons and Evenings

TikTok users are highly active in the late afternoon and evening, particularly after school or work. Content posted during these hours is more likely to trend due to increased platform activity.

6. YouTube – Evenings and Weekends

YouTube content tends to perform best when posted in the evening or over the weekend, as users are more likely to sit down and watch longer videos when they have more free time.

7. Pinterest – Evening and Weekend Afternoons

Pinterest users often browse in a relaxed setting, particularly on Sunday afternoons. Pinning during this time increases the chances of your content being saved and shared.

Why Timing Matters:

Social media algorithms tend to prioritise content that generates early engagement. Posting when your audience is most active increases the likelihood of likes, comments, and shares — which in turn boosts the visibility of your content in other users’ feeds.

To find the best times for your audience, experiment with different posting schedules and monitor engagement rates to identify patterns. Over time, you’ll develop a clear understanding of when your followers are most likely to interact with your content.

How do I handle negative comments?

Negative comments on social media are inevitable, no matter how well-managed your brand is. How you respond to these comments can significantly impact your brand’s reputation and how your audience perceives your business. Handling negative feedback professionally and strategically is key to maintaining trust and credibility with your audience.

Why Negative Comments Matter

• Public Visibility – Unlike emails or direct messages, negative comments on social media are visible to other users. How you respond can influence how potential customers view your brand.
• Opportunity to Build Trust – Handling criticism openly and professionally shows that you value customer feedback and are committed to resolving issues.
• Potential to Escalate – Ignoring or mishandling negative comments can lead to increased frustration, wider social media sharing of the issue, and potential reputational damage.

Best Practices for Handling Negative Comments:

1. Respond Promptly and Professionally

• A quick response shows that you’re attentive and care about customer feedback.
• Aim to respond within one to two hours during business hours, or within 24 hours for more complex issues.
• Use a calm and polite tone, even if the comment is aggressive or unfair.

Example: “We’re sorry to hear you had a bad experience. We’d love to make it right — please send us a direct message so we can help.”

2. Acknowledge the Issue and Provide a Solution if Possible

• Start by thanking the person for their feedback and acknowledging their experience.
• Avoid being defensive or argumentative.
• If the issue is within your control, offer a solution or compensation where appropriate.

Example: “We understand your frustration and apologise for the inconvenience. We’ve passed your feedback on to our team and will work to resolve this as quickly as possible.”

3.Take the Conversation Offline if Necessary

• For sensitive issues (e.g., billing problems or personal complaints), suggest moving the conversation to a private channel such as direct messages, email, or phone.
• This helps prevent further public escalation and allows for more detailed, personal communication.

Example: “We’d like to discuss this further — please send us a direct message so we can gather more details and resolve the issue.”

4. If the Comment is Offensive or Abusive, Consider Hiding or Deleting It

• If the comment includes hate speech, spam, or personal attacks, most platforms allow you to hide, delete, or report the comment.
• Be cautious about overusing this feature — removing legitimate criticism can backfire and lead to accusations of censorship.

5.Respond Publicly, Resolve Privately

• When possible, respond publicly to acknowledge the issue and demonstrate transparency.
• Once the issue is resolved privately, follow up with a public comment (if appropriate) to show that the matter was handled professionally.

6. Don’t Engage in Arguments

• It’s easy to get defensive when you feel that a comment is unfair, but arguing or dismissing criticism can escalate the situation.
• If the person continues to engage in bad faith, it’s often better to stop responding after you’ve addressed the initial issue.

Example of a Good Response:

“Hi [Name], we’re sorry to hear about your experience. We strive to provide the best service possible, and it sounds like we fell short. Please send us a DM with your order number, and we’ll do our best to make this right.”

Example of What NOT to Do:

“You’re wrong — our product is the best on the market. If you don’t like it, don’t buy it.”

When to Ignore Negative Comments:

• If the comment is clearly trolling or designed to provoke a reaction, it’s often better to ignore it.
• However, if the comment is gaining traction or influencing other users, consider addressing it to regain control of the narrative.

Benefits of Handling Negative Comments Correctly:

• Increased customer trust and loyalty.
• Improved public perception of your brand’s integrity.
• Higher engagement rates due to transparency and responsiveness.

How can I use hashtags effectively?

Hashtags are a powerful tool for increasing your content’s visibility and reaching a broader audience on social media. When used correctly, hashtags help categorise your content, improve discoverability, and make it easier for users to find and engage with your posts.

How Hashtags Work

When you add a hashtag to a post, it becomes part of a larger conversation or trend associated with that hashtag. Users searching for or following that hashtag may see your content, even if they don’t follow your account.

For example:

• Posting with #FitnessTips could expose your content to people interested in fitness who are browsing or following that hashtag.
• On platforms like Instagram and TikTok, the algorithm may surface your post to users who frequently engage with similar content.

Types of Hashtags:

1. Branded Hashtags – Unique to your business or campaign. Helps build a community around your brand.
2. Trending Hashtags – Related to current events, viral content, or seasonal trends. Increases reach by aligning with popular conversations.
   • Example: #WorldCup during the football World Cup.
3. Niche Hashtags – Specific to your industry or audience. Helps reach a highly targeted audience.
   • Example: #EcoFriendlySkincare for sustainable beauty brands.
4. Community Hashtags – Used to connect with specific groups or communities.
   • Example: #BookLovers or #MumLife
5. Location-Based Hashtags – Useful for local businesses or events.
   • Example: #LondonEats

Example of Effective Hashtag Use:

“Start your day the right way! 🏃‍♂️ #RunningTips #FitnessMotivation #MorningRoutine #FitLife”

Example of What NOT to Do:

“Buy our new running shoes now! #running #fitness #shoes #sale #shop #buy #run #deal #runner #sport #fashion”

Benefits of Strategic Hashtag Use:

• Increased reach and visibility.
• Higher engagement rates.
• Better targeting of niche audiences.
• Stronger brand recognition through branded hashtags.

By strategically combining different types of hashtags, you can increase both the reach and engagement of your social media content while building a stronger connection with your audience.

Ready to Elevate Your Social Media Strategy?

At ZEAL, we specialise in creating targeted social media strategies designed to drive engagement, build brand loyalty, and increase conversions. Get in touch today to discover how we can help you maximise your social media impact.