Facebook, down? Instagram, down? WhatsApp, down? Three of the world's largest platforms took unexpected PTO recently, which seemingly turned into a communications nightmare for social media managers looking to keep their audiences in the know. On top of that, the universe is in the middle of yet another shift, enter: Mercury Retrograde. (And it’s Halloween season!!)  

What you might not know is that Mercury rules communications, so mental blocks on content production and social media rollouts are very much expected. But here are a few tips that can help your digital strategy get through this month of change: 

  1. Triple check your copy. Writing is one of the first things that draws audiences in, so it’s important to get another set of eyes on messaging. Peak engagement on posts is based upon what you share, so remaining within character limits on each platform will help max your call to action. Generally, effective Twitter copy is short and no more than 280 characters, Instagram should be 125-130 characters (note: use hashtags wisely, so no more than 12 per post) and Facebook copy that stays under 80 characters tends to receive higher engagement. 

  2. Schedule posts ... in advance. To avoid getting overwhelmed with production, save time (and peace of mind) by scheduling out your content on a calendar. This will also reveal any potential scheduling conflicts you may have across platforms. According to HootSuite, 1 to 2 posts everyday is optimal as daily posting will grow followers 4x faster than posting sporadically throughout the week. 

  3. Are your links working? If you’re adding links to any post, ensure that your links are current and will direct audiences to the right page. Links can also help increase traffic and build trust for your brand. Some general best practices for link engagement include: shorten links to help with visibility, crosslink across social media channels to expand your reach and don’t be afraid to incorporate powerful images to drive link clicks. 

  4. Have a clear call to action. You have your audience’s attention and they’re open to taking the next step. Clearly lay out actionable items they can take to feel part of the mission and illustrate  how these steps contribute to the long term solution. 

Like any turmoil, retrogrades come and go, we can get ahead by planning ahead. Proper planning, grace, and rest make for an effective social media plan and will let you continue to drive change. And remember: take your time, we’re in this together!