Create a strong promotion platform - Social Media Marketing

Article written by Rasmus Jensen in collaboration with Ryan Summers. 

Note that this article is part of an ongoing series: 
- How to make strong promotion material.
- Get started on your promotion strategy.

- The Perfect Press Release.

Before we get started, let us get the most obvious point out of the way. Social media marketing takes time and commitment.

To be a decent social media manager, you will have to commit more than 1 hour each day if you want to see any worthwhile results.

First thing’s first, in order to use social media platforms effectively, you will need to know your audience. Where are they? What do they like? When are they online? When you have this figured out we can move on to posting content.

We will focus on these two large platforms, at least in this article. Luckily, many of the principles of social media marketing are universal. So, after reading this you should be prepared to engage your audience on most social media platforms.


  • Keep to English. This will ensure the best possible international reach

  • Keep uploading. A good Facebook page should be updated 3-4 times a week. Try to upload on the same days and at the same times as previous posts. People will appreciate the stability.

  • Remember to change your cover.  Keep it fresh (remember a cover photo should be 820x 340 pixels)!

  • Share updates. But, not necessarily all the details. After all, would it not be nice if people visited your website for the full story?

  • Keep the tone positive and upbeat. People are much more inclined to share happy news. Staying positive will also improve your user engagement (more about that later).

  • A good picture for Facebook should be 800 x 600 pixels. Make sure to pick a photo with focus. If too much is going on in the background or foreground, it can be difficult for people to make it all out (especially for the people using a mobile device).

  • Make it personal. Let people feel that you are human! No one wants to interact with a Facebook wall. We want to reach the person behind the screen.

  • Be active in the comments. Let people know that you are listening and appreciate their feedback. Don´t be afraid to start discussions, as long as they have a positive tone, of course.

  • Use Facebook Insights. This is a great way to keep track of your progress. Are numbers going up or down? What are your most popular posts? Which ones have been shared the most times? What makes these posts so special? Do a weekly analysis of your data and make changes accordingly. This is the key to being a successful social media manager. You should especially take notice if people are “hiding” your content, as this is quite the red flag that people find your content annoying or irrelevant.


  • Keep to English. This will ensure the best possible international reach

  • Give your Twitter profile a voice and personality. Make sure your content feels real. Twitter already has plenty of robots, so no need to join them.

  • What keywords defines your company and productions? Be sure to use these keywords as often as possible. This will make it easier for your target audience to spot you when they are searching for content like yours.

  • Learn about the power of hashtags. If you are a game developer you should never upload anything without working #gamedev and #indiedev into the tweet. To find new ones, visit Here you can see which hashtags are trending right now.

  • Keep the tone fun and positive. If possible, make people laugh.  If you do this, not only will others be more inclined to share your content and click your links, they will want to follow you.

  • Keep uploading. A good Twitter profile should be active every single day, but do not spam either. What is a good number of public tweets? 3-5 tweets per day.

  • Be sure to only follow people and profiles you find interesting. Twitter has this weird “follow for follow” mentality, however, what is the point of having 2000 followers if none of them care about your content? Also, your twitter feed is a great source of information. If you follow 2000 people (in order to get 2000 followers) your feed will be a complete mess of information and practically useless.

  • Be involved! Comment on other people’s content. Get involved in discussions. Be sure to always thank people for their feedback. Let them know you are a real person.

  • Use Twitter Analytics. This is a great way to keep track of your progress. Are numbers going up or down? What are your most popular tweets? What makes them so special? Are people clicking on your links? Do a weekly analysis of your data and make changes accordingly. This is the key to being a successful social media manager.

Engage your audience

Having a great reach is always nice, but social media platforms do not generate any value until people start clicking, commenting and sharing your content. This is called "User Engagement" and can be defined as the true value of social media marketing; the act of making people care about your content.

Become easy to discover:

  • Keep updating and maintaining your social media channels.

  • Become active in forums/blogs and other relevant sites.

  • Participate in real life events (let people meet the real you).


Make people participate:

  • Share game and company updates, and demonstrate your progress and skill. Be sure to always ask for feedback.

  • Share your experiences. Snap some pictures when you are at events or other interesting scenarios from real life. Involve other people whenever possible.

  • Don´t be afraid to make opinion pieces. You are allowed to say what you like and do not like. Heck, even haters will aid to your publicity, as they will create discussions and interest.

  • Share interesting content which is relevant for your target audience.

  • Make room for random or funny content. Making people laugh is a fantastic way to gain a loyal follower base.


Maintain these new online relationships:

  • Always respond to comments and questions. Let people know that you care about their engagement with your content.

  • Initiate and engage in discussions. Keep the tone positive and the subjects relevant for your target audience.

  • Request and incorporate fan input. Nothing builds user engagement faster than them having an actual effect on your product.

  • This one can be tricky, but always respond to criticism in a professional way.

The last and most important aspect of running social media platforms: you sincerely have to care. You have to care about the relationships you build. You have to care about other people’s content. You cannot fake this aspect. If you don´t care about them, they will certainly not care about you. You will just be another robot spamming soulless content amidst the void. Put heart into your work and show your appreciation for those around you.

We hope you learned something to today. However, if you have some questions, feel free to contact us at .