Pardot Knowledge Base

Social Posting Overview

Last Updated: Oct 04, 2016 | Print this Article
 

With Pardot Social Posting, you can schedule and simultaneously post updates to multiple Twitter, Facebook, and LinkedIn accounts and company pages and gather insight on link clicks, replies, comments, retweets, and likes. When you include a link beginning with http:// or https:// in a Pardot social post, Pardot rewrites the link as a trackable link with your company's custom bit.ly pro URL (if applicable).

Social Message details allow you to see a list of prospects who clicked a link in your post, on which social media channels you received the most clicks, and how the number of clicks on your posts increased or decreased over time. Social post clicks are visible as prospect activities on individual prospect records.

Before You Begin

Before you can use Social Posting, you need to create Social Posting connectors. These articles cover how to set up each connector:

Creating Posts

To create a post:

  1. Navigate to Marketing > Social.
  2. Click + New Social Post.
  3. Draft your message — use the Insert Link and Attach Image buttons to insert images† or Pardot assets. Note: Posts must be at least 3 words in length and only links beginning with http:// or https:// will be rewritten as tracked links.
  4. From the Select accounts dropdown, choose the accounts you'd like to post the message to.
  5. Optional: Select a Campaign.
  6. Optional: Add Tags.
  7. Click Post Now to post immediately, or mark Schedule to schedule a date and time for your post.

† You can upload a file, or choose Attach from folders to select an image file from your Pardot account. Only the following image file types are supported: .jpg, .jpeg, .png, .gif. Attached images appear as thumbnail previews on LinkedIn, and render normally on Twitter and Facebook.

Note: The max size for images uploaded to Twitter is 3MB. See Twitter's API documentation for more details.

Pardot_SocialPosting

Reposting Social Messages

It’s easy to post a message to one network, then tweak the message for a different social network and repost it. If you want to repost a social message (either as-is or with edits), click the the gear icon ( ) next to the post, then click Repost.

Note about reposting messages:
The destination social network may have recency rules around duplicate posts and so a repost may get rejected. If it is rejected, the message will appear in the Failed Social Posts table along with the reason for failure. You can try to repost the message later.

Reviewing Social Messages

Reviewing and Editing Scheduled Social Messages

To review or edit a scheduled social message:

  1. Navigate to Marketing > Social.
  2. In the Scheduled Social Messages table click the name of the post that you would like to review or edit.
  3. View Social Message Details to see Scheduled for and Sent with. Note: Other rows like Replies/Comments appear, but data will not populate until the message has been posted.
  4. To edit your message, click Edit and make any necessary changes.

Once your social message has been posted, it will move to the Sent Social Messages table.

Reviewing an Individual Sent Social Message

To review details about a specific posted social message:

  1. Navigate to Marketing > Social.
  2. In the Sent Social Messages table, click the name of the post that you would like to review.
  3. View Social Message Details to see Sent at, Sent with, Clicks, Unique Clicks, Replies/Comments, Retweets/Likes.
  4. View Prospect Clicks table for a list of identified prospects who clicked links in your post.
  5. View a graph of Link Statistics to review your post's performance over time.

Reviewing Failed Social Messages

If a social message fails to post, it will appear in the Failed Social Messages table. To review failed messages:
  1. Navigate to Marketing > Social.
  2. In the Failed Social Messages table, click the name of the post that you would like to review.
  3. In the Social Message Details section, the Errors row will show which social networks the message failed to post to.

If a message failed to post, check to make sure the social network's connector is verified. To retry posting the message:

  1. Navigate to Marketing > Social.
  2. Scroll down to the Failed Social Messages table.
  3. Click the gear icon ( ) next to the failed post, then click Retry.

Pardot_ Failed SocialPosting

Reporting

The number of Clicks, Likes, Replies, and Comments, and the Sent At date and time are available under Reports > Connected Apps > Social. Clicking on the name of a Message will take you to the Details page. The Reports have been broken down across social platforms so you will see the post's clicks, replies, retweets and comments grouped by their social platform.
Note: The Date Range filter is based on interaction date, not posting date.


The results should be interpreted as:

Twitter

  • Clicks: The total number of clicks for all links included in the social posts.
  • Unique clicks: The number of unique prospects that clicked on links included in social posts
  • Retweets: The number of Twitter retweets

LinkedIn

  • Clicks: The total number of clicks for all links included in the social posts.
  • Unique clicks: The number of unique prospects that clicked on links included in social posts
  • Comments: LinkedIn Comments (only available for company pages)
  • Likes:  LinkedIn Like (only available for company pages)

Facebook

  • Clicks: The total number of clicks for all links included in social posts.
  • Unique clicks: The number of unique prospects that clicked on links included in social posts.
  • Comments: FB Comments
  • Likes: FB Likes

How are clicks tracked?

We count every click on links in social posts to increment the total click number. The uniqueness of that click is based on the visitor's cookie - as long as they are using the same cookied browser we don't consider subsequent clicks on the post to be unique.

Example:

  • Visitor A visits Twitter and clicks on a social post link for the first time. We record 1 click and 1 unique click.
  • Visitor A clicks on the same social post link again 20 minutes later. We record 1 click and no unique click.
  • Visitor A clicks on the same social post link again after another 20 minutes. We record 1 click and no unique click.

For the example above, the social post would show 3 total clicks and 1 unique click.

Note: We are continually refining what is a valid in and invalid click on a link and while those may not line up 100% with bitly stats or other link tracking services, we are confident in the stats you see in the Pardot reporting product for social tracking.

Prospect Activity

You will also see social post clicks (with the applicable social icon) for any prospects that click a link.
 
Pardot_Prospect_Activity_SocialMessage

Notes

  • There is no limit to the number of Social Posting connectors you create.
  • Social Posting is included in all editions (Standard, Pro, and Ultimate).
  • You may want to disable auto-posting between accounts before using Pardot Social Posting. If you post with Social Posting to Facebook, Twitter, and LinkedIn and are using auto-posting to connect any of the same accounts, the same message will post twice to the same account.
  • If your Facebook account is configured to automatically post to Twitter, you will need to disconnect your Facebook account from Twitter in order to use Pardot Social Posting to manage these accounts. From there, you can set up separate Social Posting connectors for Facebook and Twitter.
  • Posting to Google + accounts is not available due to Google API limitations.
  • Clicks on tracked links from auto-posts will be associated with the account that is directly connected to Pardot.
  • When Pardot rewrites a link to bit.ly, these links will be uniquely rewritten depending on the social connector that the URL will be posted to (like Facebook and Twitter).
    • Since the bit.ly links may be different, we rewrite the links upon posting.
    • You will not see the bit.ly link populated before then but the character count will be adjusted.
    • Pardot will use your custom bit.ly  account URL if you already have the bit.ly Connector set up. If not, Pardot will create a standard bit.ly URL.
  • Social Posting is available to Administrator and Marketing roles only.
  • When making a post, Pardot will count the number of characters in the post backward from 140.
    • This 140 character limit only applies to Twitter. The limit for Facebook is 4000, and the limit for LinkedIn is 700.
    •  If you exceed 140 characters, Pardot will show your character number as a negative number for every character over 140. For LinkedIn posts, the number can be as low as -560, which meets the 700-character limit. Facebook-only posts do not display a counter.

Need more? Start a conversation with other Pardot users in our Success Community