SoMe – creating posts for Visitnorway´s social channels

When new content is published on COM, please create

  • Minimum two statuses per SoMe channel (Facebook + Twitter) for content that will last
  • A short title (max 22 characters) and two-three sentences about the article that can be cut into newsletters.
  • E-mail with link to article to fredrik.bjorlo@innovasjonnorge.no

Facebook:

Open graph titles:

  • Our Facebook titles should be catchy and engaging. We want people to be surprised, astounded and curious. Some of the best SoMe titles evoke emotions.
  • They should be straight to the point and informal, but try not to give away the whole story in the title.
  • List posts often work on Facebook. Why? It concretises and arouses curiosity. Readers know they will find the answer quickly when they see a list title. Titles that start with “# most popular”, “# things to …”, “How to…”, “Quick guide:” and “Why …” often get good referral traffic.
  • Do you have a really good quote in your story? A quote that evokes emotions, makes the readers curious or sums up the story in a great way can of course be used as an open graph title.
  • The titles shouldn’t be too long. Try not to exceed 50–60 characters.

Facebook text (Facebook status):

  • Be personal. The tone of voice should be friendly, generous and lively. Get the reader’s feelings going. People tend to like and share posts with trigger words. But try not to overdo it – people get tired of “wow”, “amazing”, and many exclamation marks in every post.
  • Be short. Users tend to scroll if there is too much text in the post. One line is often enough.
    The Facebook text shouldn’t be too similar to the title. Give the readers something new.
    Ask questions. This way we get more organic reach, and at the same time people feel important – that their opinion matters.
  • Mention (tag) people (interviewees) or official pages. This will often give us more organic reach. We should not encourage people to share the post, but we can ask them questions that results in mentions and tags.
  • Open graph description:
  • Be short and straight to the point. Try not to exceed 50–60 characters.
  • The text should not be repeating.

Other things to remember:

  • Articles from visitnorway.com/.no should always be shared as Instant Article.
  • Pictures shared on Facebook should include photo credit that’s visible on the photo. But this is only when the photos are uploaded directly to Facebook.
  • Photos shared on Facebook should have a resolution of 1200×630 px.
  • Editors should define the target audience on every article. Then it’s easier to target the audience when the articles are posted on Facebook. And please remember the tone of voice – the text and photo should match the target audience.
  • Every post on Facebook or Twitter must be applicable for the season or an “evergreen” – content that is always applicable.
    High-quality articles should be posted minimum two times per SoMe channel (Facebook + Twitter).

Twitter:

  • We should keep posts short and straight to the point. Write something different than in the title. Always link back to the website. The tone of voice should be friendly, generous, and lively.
  • Try to use images in every tweet. Tweets with a link and a picture is more likely to get attention from followers.
  • Pictures should have either a 2:1 ratio with a minimum of 1024×512 px or 1:1 ratio with a minimum of 640×640 px.
  • Remember to include photo credit that is visible on the picture.
  • Incorporate relevant hashtags and tag people (interviewees). Why? Because it’s easier to get retweets and likes.
  • Every post should be applicable for the season or an “evergreen” – content that is always applicable.
  • High-quality articles should be posted minimum two times per SoMe channel (Facebook + Twitter).

Newsletter:

  • Write a short title (max 22 characters) and two-three sentences about the article that can be cut into newsletters.