FAQ: Buffer for Social Media Posting

The tool we recommend and use for scheduling social media posts to promote your content is Buffer.

This article answers a few frequently asked questions in regards to how Audience Ops can operate your Buffer account for you:

Which Buffer plan do I need to sign up for?

For the most up-to-date pricing info for Buffer, click here.  *Prices quoted below are as of this writing.

Generally speaking, we recommend you open a Buffer account on any of these plans:  Free, Pro ($15/month*) or Small Business ($99/month*).  Most of our clients choose the Pro plan.

The Free plan is fine, but has some limitations:  You can connect 3 social profiles and we’ll only be able to schedule 10 social posts at any given time.  We typically have more than that scheduled when they cover multiple blog articles, so that’s something to consider.

The Pro plan is suitable for most clients.  You can connect more than 3 social accounts, and there is no limit to the number of posts we can schedule.

The Small Business plan adds the ability to send our team a dedicated “invite” rather than having to provide us with your login info to use.

How can I give Audience Ops access to my Buffer account?

If you’re using the Free or Pro plan, then you’ll need to share your one login with Audience Ops.

Be sure to sign up for Buffer using your email and create a strong password.  Then share that login with us.  Don’t share your Twitter, Facebook, or Linkedin login with us.

Already signed up for Buffer using Twitter, Facebook or Linkedin? Here’s how to switch your account to use an email and password:  Visit https://buffer.com/oops and enter the email address associated with your Twitter, Facebook or Linkedin account.  Receive the password reset email, then follow that link to set your new password.  Once that’s done, send us your email and password to use to log into your Buffer account.

If you’re on the Business plan, then you’ll have the option to send a dedicated invite for our team (instead of sharing your own login).  Send that invite to hello@audienceops.com.

Which social profiles can you post to using my Buffer account?

Buffer can connect to all of the major social networks.  But these are typically the profiles that our clients want us to post to (and the ones we recommend):

  • Your company Twitter account
  • Your company Facebook Page
  • Your company Linkedin Page

Optional additions:

  • Instagram
  • Your personal Twitter account(s)
  • Your personal Linkedin account(s)

Can I see stats on how my Buffered social posts are performing?

Yes, Buffer provides stats on all posts published via Buffer.

We at Audience Ops will review these stats to note which topics resonate most with your audience.  We’ll factor in those insights when we’re planning a new batch of content for you.

I received a notice about someone logging into my Buffer account from a new location. What’s that about?

You might receive an automated notification from Buffer from time-to-time, informing you that someone from a new or different location has logged into your account.  This is a routine security precaution.  Since you’re working with Audience Ops, and our team is based in various locations, you can disregard these email notifications.

Audience Ops has team members located throughout the United States and overseas.  All of the content we create (articles, content for social posts, etc.) is created by our team of US-based writers.  Our overseas staff handles the input and scheduling of social posts in your Buffer account.

Why do you post more to Twitter than any other social network?

This has to do with the nature of the newsfeeds on each of the platforms.
It’s fine (and recommended) to post multiple tweets covering various time zones so that different members can catch those tweets if they missed others.
But on Facebook and LinkedIn, these newsfeeds don’t really work that same way, which  means reposting the same content multiple times on those platforms can look repetitive.
This is our default. But, of course, all of this can be adjusted by client request.

Can we switch up the images used on our Tweets & Facebook posts?

The short answer is “Yes”, but generally we don’t recommend it.

This article explains why.

How we schedule social posts (with images)

When we schedule a Tweet, Facebook or Linkedin post for you, our standard practice (also the best practice) is we simply write our text and include the URL of the blog article we’re promoting in that social post.

We do not define the actual image used in the social post at the time we create and schedule your social post.

The tool we use for social media scheduling is our own Ops Calendar.  The way social posts and images are handled from Ops Calendar is the same as they are handled from any other social scheduling tool such as Buffer, Edgar, Hootsuite and others, as well as posting directly to Twitter, Facebook and Linkedin.

So where does the image come from?

The image used in each Tweet, Facebook post and Linkedin post is the “Featured Image” used on your blog post—The image shown at the top of the blog article page, near the title.

Twitter, Facebook, Linkedin detect that a blog post URL is included in the text of the social post, they automatically go “fetch” the featured image, title and intro/excerpt from the blog post on your website and then automatically display those in the social post.

Here’s what this looks like on Twitter:

Here’s what this looks like on Facebook:

What happens when we attach an alternate image to a social post?

When an alternate image is attached to the social post, then Twitter, Facebook, Linkedin no longer treat the post as an “Article post” but rather a regular post with an image attachment.

This type of post looks quite different.  In this case, Twitter, Facebook, Linkedin will not automatically fetch and display this article’s meta data (featured image, title, excerpt).

The link URL is shown in the text of the post.  Although it may appear truncated, the link still works correctly.

Basically, the social post is still functional, but it doesn’t look as good as when we allow the article’s meta data (featured image, title and excerpt) to be automatically fetched and displayed in the post.

Here’s what a Tweet with an alternate image attachment looks like:

Here’s what a Facebook post with an alternate image attachment looks like:

Our recommendation:

Stick with the best practice:  Let Twitter, Facebook, Linkedin automatically display the article’s meta data (Featured image, title, and excerpt) along with the text we write for each social post.

Why?  A few reasons:

  • It’s a cleaner and more engaging look for your social posts
  • The image on the social post matches the image shown on the page readers will land on, and that consistency reduces “bounces” since readers feel like they’ve arrived at the page they’re expecting to see.
  • By having your articles meta data shared on social networks, this can have a positive impact on SEO and findability in these networks.