Pardot Knowledge Base

Social Posting Overview

Last Updated: Mar 09, 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 re-writes the link as a trackable link with your company's custom 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

Important note about sharing images to Twitter and LinkedIn: Posting images on Twitter and LinkedIn with Pardot Social Posting shares a link to the photo instead of the actual photo. If you plan to post an image, we suggest using a Pardot custom redirect to link to the image. You can automate tasks based on custom redirect clicks. This is great for tracking and automating your social media engagement!

To create a post:
  1. Navigate to Marketing > Social.
  2. Click + Add Social Post.
  3. Draft your message -- you can use the icons on the top right to attach multiple links, Pardot hosted files, forms, or landing pages. Note: Posts must be at least 3 words in length and only links beginning with http:// or https:// will be re-written as tracked links.
  4. Click the More options link under the message to associate the post with a Campaign, add Tags or schedule the post.
  5. Above the message, select the Account(s) to which you'd like to post.
  6. Select Post Now to post immediately or Post Later to schedule a date and time for your post.


Reviewing Social Messages

  1. Navigate to Marketing > Social.
  2. Click the name of the post that you would like to review (under Message).
  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.

social message details


The number of Clicks, Likes, Replies, and Comments, and the Sent At date and time are available under Reports > Social. Clicking on the name of a Message will take you to the Details page mentioned above. 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.
Social Message Reporting
The results should be interpreted as:


  • 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


  • 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)


  • 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.


  • 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.


  • 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, these links will be uniquely rewritten depending on the social connector that the URL will be posted to (like Facebook and Twitter).
    • Since the links may be different, we rewrite the links upon posting.
    • You will not see the link populated before then but the character count will be adjusted.
    • Pardot will use your custom  account URL if you already have the Connector set up. If not, Pardot will create a standard 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 and LinkedIn is 400.
    •  If you exceed 140 characters, Pardot will show your character number as a negative number for every character over 140. For Facebook and LinkedIn posts, the number can be as low as -260, which meets the 400-character limit.

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