Buffer

Buffer helps us schedule social media posts across all our platforms.

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Social media (specifically Twitter) was one of the ways that DEF Community members first begain interacting, long before DEF was even a thing (in fact, we were first called Disruptive Thinkers, which you'll see referenced in some of our communications efforts). The problem with social media is that each platform is different: different requirements, different audiences, different ways of sharing.

This is where Buffer comes in, as it allows us to create and share content across all platforms (LinkedIn, Twitter, Facebook and Instagram) at one time, with a relatively seamless experience. Simply create a message (we typically write at 280 characters, which is the limit of Twitter), add links and graphics, customize (if you have time), and push it out the door!

Even more important than simply publishing a message across platforms at once, Buffer also allows you to schedule messages in advance, which is one simple way we can keep an active presence in the virtual space where many members and followers in the broader ecosystem interact with DEF most routinely.

Each platform allows slightly different things once you post a message - you can read more about those on the respective platform pages (linked above, or in the Apps menu on this site). We use the Social Media Trello board for the whole team to nominate or automatically create social media content, and then we post

The rest of this page explores how we use Buffer features and capabilities.

The starting point for social media posts going into Buffer is the Social Media Trello board.

This is where content that is already queued-up to be scheduled will show up, and our single one-stop shop for anyone on the DEF volunteer team to submit a post request for their effort without having to know how to use Buffer.

To take content from a Trello card and put it into Buffer, simply:

change the date on the card to be the date you are scheduling the post in Buffer
copy any draft / recommended verbiage, photos, or links from the Trello card and paste it into Buffer (you may have to adjust language or find links / graphics - what you see in the card is just a starting point, feel free to tag the requestor in the #social-media channel in Slack if you have questions)
once the post is scheduled in Buffer, check the "Schedule in Buffer" checkbox on the back of the Trello card. This will automatically mark the card as done and move it to the top of the "Completed" list on that board
You can see a quick history of scheduled posts by clicking the "Calendar" button on the Trello board, which is why we always change the date of the card to be the date scheduled, providing visibility on posts over time, as well as which team each post supported (since Trello cards are labeled with supported team, e.g. Agora events have the "Community" team label).

Buffer has a few different products.

DEF uses Buffer Publish, which is the scheduling and posting side of the platform. There is also Buffer Analyze, which comes at an additional cost and provides greater analytics across platforms and campaigns.

The main feature that we use when scheduling posts is simply the ability to post to multiple platforms at one time (e.g. LinkedIn, Twitter, Facebook and Instagram).

As noted above, the easiest way to do this, given differences between each platform, is to write a post like you're writing for Twitter (<280 characters) and then customize it for each platform as needed once the core post is written. This may not always work perfectly, but it's the best start, and then customization comes in (see below).

We will always try to include #DEFCommunity in every post, as hashtags typically get more visibility when followed than company accounts, regardless of the platform. It's often easiest to use this as a "person" (e.g. "The #DEFCommunity is excited.." or "...with the #DEFCommunity").

Buffer Publish

Scheduling postsScheduling your social media posts couldn't be easier! Our vision is for users to have a unique voice on social media, and to be able increase engagement and reach of posts by targeting the message...

LinkedIn Customization in Buffer:

Add additional hashtags at the end - #innovation, #defense, #nationalsecurity and #culture / #culturechange tend to have broad visibility for our audience and often apply to a given post. You can do the same for specific audiences (e.g. #MarineCorps, #Soldiers, #innovativeAF) as you get a sense of what certain segments of the community is using.
We cannot @ people on LinkedIn from Buffer, so those changes have to be tagged after publication directly from LinkedIn by someone with Admin permissions.

Twitter Customization in Buffer:

We are able to @ people on Twitter from Buffer, but it's best to know their exact handle. If in doubt about a handle, don't guess - we can always tag someone in a thread later.
You may find that you write a post and it would just sound better if it were more than 280 characters. That's fine. Write it out the way you want (keeping it crisp and clear), then cut out words so it fits on Twitter.

Instagram Customization in Buffer:

We don't technically customize for Instagram other than ensuring the graphic looks good. Instagram will not publish certain image dimensions from Buffer natively, so you may have to go into the Buffer mobile app and check the "Reminders" tab at the top to see if it says there are any posts that "may not have been shared".
If you see "This post may not have been shared", you can tap "Share on Instagram" and it will copy the text and open Instagram with the image you selected, which you can then size appropriately and then paste the text into the post. If you are signed-in with multiple Instagram accounts in the app, ensure the only @DEFCommunity one is selected (otherwise it will post from your personal or other account).

Looking for more tips and tricks? Check out the Buffer links below to get started.

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