Concept

With Pardot Social Posting, you can schedule and simultaneously post updates to multiple Twitter, Facebook, and LinkedIn accounts 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 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.

Getting Started

  1. Navigate to Administration > Connectors.
  2. Click + Add Connector.
  3. Under Social Posting Connectors, select the type of account you would like to connect — Facebook, Twitter, or LinkedIn.
  4. You will see a screen with instructions on how to verify your connector; click Create connector.
  5. Click (verify now).
    Pardot_Connectors_SocialPosting
  6. You will be redirected to a login screen for your Facebook, Twitter, or LinkedIn account.
  7. Verify that the login information matches the account that you would like to connect and click to allow access.
  8. To add a Facebook company page:
    1. Navigate to Connectors.
    2. Click the Facebook connector Action wheel icon (to the right).
    3. Click Edit.
    4. Select the company page from the Post As dropdown menu.

    Pardot_Connector_Facebook

  9. Repeat steps above for any accounts that you would like to connect to Social Posting.

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) as of February 1, 2014.
  • 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.
    • An exception to this is if you’d like to post to your LinkedIn company page or Google + account or page.
  • 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.
  • Pardot does not currently support connectors for LinkedIn company pages.  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 (ie 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, we will count down from 140 the number of characters in the post.
    • This 140 character limit only applies to Twitter, and does not apply to Facebook or LinkedIn.
    • We recommend that you limit your content to 140 characters so that you can more easily share on Twitter; however, if you are not posting to Twitter, your posts can exceed this 140 character limit.
    • As you draft your post, you will see a number count down from 140 characters, which follows the Twitter character limit. If you exceed this limit (i.e. for Facebook/LinkedIn posts), Pardot will show your character number as a negative number for every character over 140. This will not affect the successful posting to Facebook or LinkedIn.

Scheduling 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.

Pardot_SocialPosting

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

Reporting

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:

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
  • Replies = LinkedIn Replies
  • Likes = LinkedIn Like

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