Social Scorecard: Radio’s top social posts this week, plus how to best optimise your social posts

Staff Writer

It’s not very straight forward. You need to consider the specific mechanics of each platform; let’s say you are looking at Facebook – you need to ensure you have snappy copy, high quality images, the right keywords and in some cases, tag. But if you actually give it some proper thought and strive to improve posts, the payoff is substantial and it may result in double the engagement and visibility.

Let’s take a look at some ways you can enhance your social media posts.

Best way to structure copy in posts

Believe it or not, there’s a simple science in the way you should structure the copy accompanying your content.

Number or trigger word + adjective + keyword + promise

For instance, if I was posting this article I would write something like this:

7 proven ways to help you write amazing copy

With the right structure and some carefully placed hashtags, mentions and links, it can make a massive difference to your engagement and reach. 

Best length

It’s been identified that the optimal length of copy is between 6 and 9 words. When you consider that users have shorter attention spans, it makes perfect sense.

Best buzzwords to use in copy

Viral posts all seem to have one common factor – their copy has a few adjectives, nouns and verbs. Random huh?

Try using: Free, amazing, simple, best, wrong, facts, secrets, experts, ideas and  increase.

Best punctuation practises

Yes, believe it or not but punctuation can affect your engagement in various degrees.

By adding something simple like an exclamation or question mark can land you 3% more in engagement. Something I discovered in my editorial days – odd numbers at the beginning of a sentence may get you a whopping 16% more in engagement. Even numbers for some reason don’t perform as well.

Example: “11 breakfast ideas that will keep you fuller for longer”

Don’t underestimate the power of emoji’s to boost your engagement too. They break up your copy and will get you more attention. 

Best ways to use hashtags

To get a bigger reach it’s always advised you tail your copy with hashtags. It helps people find your content easily.


I tend to avoid using hashtags on Facebook, but that’s my personal preference. It’s recommended you only use 1-2 hashtags as it can get your posts increased visibility. Careful though, make sure you check the context of the hashtags before you use them.


Keep it between 1-3 hashtags per Tweet.  You’ll just look spammy if you use more and it’s enough to boost your post. It’s a necessary evil – without them you will reduce your reach.


Spamming hashtags has never been effective, so don’t do it. Use a maximum of 3 hashtags in your caption. It’s less distracting and you’ll still get the same reach.

Best image sizes

As I’ve said before, images boost your engagement – on average you are looking at a 160% increase. Considering that most users are browsing via their smart phones, it’s very important to make sure that images are the right size so that they look great not just online but on mobiles. 


Recommended: 1200 x 630 pixels


Recommended: 506 x 253 pixels

Minimum: 440 x 220 pixels

Maximum: 1024 x 512 pixels

The hard part was creating or finding the content.  So make sure it doesn’t get lost in a sea of posts that are pushed out across feeds. Pull up your socks and put in some effort optimising your post and you’ll find that you will get a massive boost in engagement and reach. Why? Posts will be more visible, targeted and searchable.

Our picks this week come from KIIS FM’s Kyle & Jackie O, Nova 96.9’s Smallzy and Triple M Great Southern.

1. KIIS 106.5’s Kyle and Jackie O: Facebook – ‘Jackie got pranked’ (ARN)

As one user said ‘it was so good but uncomfortable to watch’. Think of prank videos as a way of advertising and marketing – it gives your network a big boost. Combine it with a brand like ‘The Voice’ and you are onto a winner. Great length, engaging and I always like seeing network stars genuinely react to situations – so do your audience.

2. Nova 96.9’s Smallzy: Facebook – ‘Let me introduce you to Cab Chat’ (Nova Entertainment)

I get it – video interviews are a necessary evil especially since you have the opportunity to tag artists and get a bigger reach. But I like that the Nova crew put on a spin on this piece. Its quality as opposed to just pushing out a video, it’s engaging and the interactions are genuine. 

3. Triple M Great Southern: Facebook – ‘Narrogin Long Wool Day Bad Pun Edition’ (SCA)

I’ve seen a few winners come through from Allan Aldworth and this is another. It’s clever and fun, not only getting the audience’s attention, but humanises their network. It was a clever way to cover a local event and I give Allan two thumbs up for the creativity. Keep it up, loving your work!

To submit your content to Radio Today’s Social Scorecard, send us an inbox message via our Facebook page.

Social Scorecard is compiled exclusively for Radio Today by Jess Frangelli.

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