Social Media is an important part of every digital marketing playbook. But many marketers still struggle with using it effectively. Shoutlet CEO Jason Weaver spoke with CMSWire offering some ideas to optimize social media, especially when it comes to Facebook and Twitter.

Keeping a Handle on Social Media

According to Weaver, many marketing departments don't use social media properly because it is always changing. For example, in recent years, Facebook has added the "like" feature, upgraded to timeline, changed the way its news feed looks and most recently added a graph search function.

It's keeping up with these constant changes that separate weak marketing from strong marketing. Those who are able to adapt quickly will be far more successful than those who don't.

To give some context: in a recent Facebook survey only 16 percent of fans see posts that business make on their fan pages. Another report pointed out that while many retail companies, like Target and eBay, have a Twitter page, only 27 percent who have an account use it as an engagement tool.

In another example, with the Facebook timeline feature, brands have to be continually adding content in order to appear relevant to a user's news feed as the stories with the most engagement appear at the top.

When marketers first starting using social media it was all about getting fans...and they had to figure out how to monetize this," says Weaver. "As your news feed algorithm changes you have to figure out how to move with the times."

He adds that most of these adapting problems stem from other long-standing issues, such as not knowing how to reach an audience and not knowing what type of content they want to see.

With these facts and numbers in mind, Weaver has tips for marketer on how they can optimizing social media, despite the continually changing platforms.

Facebook Insights is Key

One of the first things Weaver says marketers should be aware of is the power of analytics. In using Facebook Insights, marketers can gather information on user traffic and they can tell when exactly in the day they should be publishing content as Insights can determine when user engagement is at its highest.