VIEWS: 10 PAGES: 7 CATEGORY: Marketing Plans POSTED ON: 6/15/2012
All About Social Media Marketing!
All About Social Media Marketing!
Effective Strategies for Managing Social Media Marketing By: Khrysti Nazzaro, Director of Optimized Services For More Information Please Visit www.MoreVisibility.com February 2010 Introduction By now you’d be hard pressed to find a business that doesn’t have some presence within social media channels – but there’s a marked difference between having a Facebook Page and actively engaging in effective Social Media Marketing (SMM). It doesn’t matter if your marketing department is a staff of one or one hundred, in order to really master the art of SMM – especially in the spectrum of all the other online marketing channels and needs that are vying for attention simultaneously – your company needs to compose and stick to a strategic management plan. Step one of an effective SMM strategy is establishing a roadmap or game plan for your firm’s social media presence, which channels will you participate in and what kinds of activities will you complete? Step two is determining how you will execute and manage the strategy in order to ensure it meets your objectives and goals. Assuming your team has developed concrete answers at this juncture to step one, this Whitepaper seeks to hone your thoughts, and your to-do list, for step two, which can be particularly challenging with the more: channels you are participating in, audiences you are trying to reach, and marketing campaigns you are running simultaneously. 1. Organize Your Team If you want to ensure a successful deployment of your SMM team, you should begin by clearly presenting your firm’s intended SMM strategy to all relevant team members. Once everyone is on the same page, create an organizational chart clearly detailing who will be responsible for what tasks/channels and the minimum rate of engagement expected for those to-dos (in order to ensure that channels are not left to stagnate). (Note: to avoid committing too many resources to any one channel, you may also want to monitor and assess the need for clearly articulating to your team a maximum amount of engagement, lest a well-meaning, but poor-time-managing employee spends more than the necessary time posting, retweeting, and replying in Twitter, for example. How much time is necessary? That truly depends on your organization, its SMM goals, the amount of total resources you have to devote to SMM, and the results you see from your ongoing efforts.) Your SMM calendar / org chart / workflow should detail all of the channels you are participating in, who is responsible for which ones, any posting topics that are time-sensitive and tied to pre- planned offers or promotions, product roll-outs, business news, etc., and overarching guidelines of channel-specific engagement / user interaction needs. An Org Chart of One There are many reasons why one person may be the lone driver of your SMM efforts – perhaps the size of your organization only warrants one person to wear the hat of “internal marketing manager” or maybe you have hired one person solely to be your 925 SOUTH FEDERAL HIGHWAY • SUITE 750 • BOCA RATON, FL 33432 2 PHONE: 561.620.9682 • FAX: 561.620.9684 • WWW.MOREVISIBILITY.COM February 2010 online or SMM marketer. Whatever the case, even with only one person to worry about, an organizational chart of responsibilities for each channel can be a helpful means of ensuring regular updates and engagement. Think of this calendar as a way to keep track of all the necessary tasks, avoid too much duplication between channels, and still ensure that you’re using repurposing techniques wisely. This one-person workflow should be organized based on the amount of times you want to post to each channel per week or month and should demonstrate correlations between channels. For example, your intended 1-3 blog posts per week will each be fed into Twitter and Facebook; your twice monthly press releases will be posted to the website and Tweeted about; your weekly YouTube video uploads will be embedded in on-site content or onsite-blog posts, when it’s relevant to do so, as well as fed into your YouTube Tab in Facebook. This cross-pollination of materials allows your media collateral to reach a wider audience and serve double, or sometimes triple, duty toward your channel maintenance tasks. That said, the workflow should also include a monthly or quarterly brainstorm of the marketing campaigns or topics and items not to be repurposed across channels, but rather to be unique to each, that your one- person SMM team will focus on. Finally, the schedule should be fluid enough and the point person savvy enough to understand how to vary postings, not be rigid in a predictable posting schedule (don’t always post wall updates in Facebook on Mondays, Wednesdays, and Fridays, for example, or your efforts will appear entirely contrived), and apt to jump on time-sensitive news, updates, and the like and present them effectively within the relevant channels / media types. Organizing posting schedules and goals helps ensure that all channels are engaged with frequently enough, but sticking to such schedules in an unbending way is counter-productive and unnatural, leading to inauthentic SMM participation, which fans and followers will quickly sense and disavow. The pro of having just one person responsible for all the SMM efforts is that it facilitates consistent messaging across channels. The cons are based on time and imagination limitations, which may or may not be rectified by removing other job responsibilities (if it’s deemed appropriate and valuable enough) from that person so he / she can devote the necessary time to truly learning and “working” the channels. An Org Chart of Several (Even if It’s Only Two) With two or more people, the secret to success is to divide and conquer with clearly delineating tasks and a lot of communication – the last thing you want is everyone on the team double-dipping and/or assuming someone else “has it” and therefore neglecting to make necessary updates. Unlike with one person, the larger your team, the more likely there will be some disconnect between channels or at least there will be a need for more frequent and elaborate strategizing to avoid such disconnect or breaks in the marketing messages. On the flip side, the more people you have to work on your SMM efforts, the more “expert” each individual can become in his / her designated channels and the more creativity you have to pull from for your overarching efforts and campaign brainstorming. 925 SOUTH FEDERAL HIGHWAY • SUITE 750 • BOCA RATON, FL 33432 3 PHONE: 561.620.9682 • FAX: 561.620.9684 • WWW.MOREVISIBILITY.COM February 2010 There are several ways to organize multiple people within SMM, including: • Single Channel – Single Writer / Single Poster. For example, Facebook is managed by one person on the SMM team who coordinates efforts with the other channel managers for cross-promotional purposes, but who is also solely responsible for keeping up to date with the Facebook content creation and posting as well as the updates and new opportunities available within the channel as it grows. This person is also the only one who is responsible for interacting with fans within the channel. • Single Channel – Multiple Writers / Multiple Posters. For example, this could be employed in Twitter where there are several people tweeting in one Twitter Account on behalf of a company based on their business travels (tweeting from a variety of trade shows or conferences) or personal areas of expertise. Responding to @ replies or other user engagement is a little tricky with this kind of model as it’s important to not double-dip, but to ensure that users are not neglected or forgotten. This model, in general, requires a lot of frequent dialogue and coordination within the team to ensure it is pulled off, but it can lend itself to allowing a variety of voices to come forth without lag time (waiting for the administrator to make a post) and / or too much administrative / posting responsibility falling on only one individual. • Single Channel – Multiple Writers / Single Poster. For example, a multi-author blog, where there are many writers, but one administrator who edits and posts the content and ensures it is properly cross-linked among previous posts, main web pages, and the firm’s other social media content. The poster is likely the person who is most used to the software and therefore able to enter the replies to user comments, however, since there are multiple authors, he / she will likely need to query the unique post- writer for material before replying to the comment. In this scenario, the poster / administrator may or may not be a contributing author. His / her role is mainly technical. In each instance above, the one constant is that the needs of each channel are addressed individually. This is helpful as Twitter content, since it is geared toward a different audience and has different channel-specific parameters to adhere to, is not the same as Wall postings in Facebook, which are in turn different from Blog posts or Press Releases being created and distributed. In addition, as eluded to, the parameters and technical options for each channel also vary, and by having unique people focus on unique channels that allows the channels to be maximized to their fullest. In the one-person-running-all-SMM scenario, it’s far more difficult to learn all the nuances and opportunities for each channel, but when people can really focus and specialize in just one channel, there’s more potential for forward-thinking growth and innovation. Probably the most important areas to consider with a larger SMM team are: planning monthly / quarterly meetings to discuss the topics being promoted for the main 925 SOUTH FEDERAL HIGHWAY • SUITE 750 • BOCA RATON, FL 33432 4 PHONE: 561.620.9682 • FAX: 561.620.9684 • WWW.MOREVISIBILITY.COM February 2010 organizational marketing calendar; sharing materials across channels and/or encouraging all the marketers to read each others’ posts to ensure that everyone’s on the same page and capitalizing on all the collateral available to them for the company’s efforts; and being very clear as to who is responsible for what and what the desired time commitment for each is, to ensure channels remain up to date and relevant to the marketing schedule. 2. Utilize Tools and Apps The ability to automate tasks is one saving grace from the increased splintering that is occurring within online marketing. Luckily with SMM there are so many helpful tools available for coordinating efforts from management to tracking progress. Most management tools, those that help marketers update and maintain their social media content, are channel specific. Tracking tools can be channel specific (such as Facebook Page Insights), however, they can also be site specific such as using Google Analytics, Webtrends, or another analytics suite to measure the referring traffic, and performance of that traffic, from your SMM activities. Creating an all-inclusive list of useful SMM-related tools is virtually impossible, but here are a few to get you started in each channel. Twitter Tools • Tweetdeck – http://www.tweetdeck.com – A desktop application for managing your Twitter account. • Twitter 101 for business – http://business.twitter.com/twitter101 – Twitter’s “101” educational guide for businesses to help them use the channel effectively. • TwtApps – http://twtapps.com/ – A suite of content tools from polls to coupons. • Twit Pic – http://twitpic.com/ – A tool to help post pictures via Twitter. • Twitter Feed – http://twitterfeed.com/ – Allows you to pull your company’s blog posts into your Twitterstream. • Bit.ly – http://bit.ly/ – A url shortening tool that condenses the size of the links you post in your 140-character-limited Tweets; provides statistical data relative to user engagement with the links. Facebook Tools • Social RSS – http://www.facebook.com/apps/application.php?id=23798139265 – Allows you to pull your company’s blog posts into your Facebook Page. • Static FBML – http://www.facebook.com/apps/application.php?id=4949752878 – Helps create advanced coding options for your page. • My Business Blink Web – http://www.facebook.com/apps/application.php?id=15269243569&ref=s – A promotional widget creator that can be used by your Page and others’ to advertise your firm. 925 SOUTH FEDERAL HIGHWAY • SUITE 750 • BOCA RATON, FL 33432 5 PHONE: 561.620.9682 • FAX: 561.620.9684 • WWW.MOREVISIBILITY.COM February 2010 • Facebook Page Insights – http://www.facebook.com/help/?search=insights#!/help/?page=1030 – A tracking tool that provides actual statistics on your Page’s usage (available to Page admins when logged in). Blog Tools • ShareThis – http://www.sharethis.com/ – A content sharing tool you can embed in your blog; provides statistical data relative to how your content is shared. • Feedburner – http://www.feedburner.com/ – A blog syndication tool. LinkedIn Tools • LinkedIn Application Directory – http://www.linkedin.com/static?key=application_directory/ – A page that provides a list of all of LinkedIn’s partner applications, including BlogLink (for pulling your company’s blog posts into your LinkedIn Profile), Tweets (for posting Twitter updates to LinkedIn), SlideShare (for promoting the presentations you’ve posted on SlideShare in your LinkedIn profile), and others. 3. Monitor and Assess Results Effective management of any business endeavor is only as sound as measuring the results garnered from the work and adjusting future behavior accordingly. You could have the most well-oiled SMM schedule on your corporate block, but if your team is investing hours and not seeing any return (traffic to the site, in-channel user interaction, etc.), then you’d be hard-pressed to make a business case for the value of the activities they’re participating in. Within the channels, results and success can be monitored, tracked, and assessed based on the numbers of fans / followers you attract and accumulate, as well as the amount those people engage with your content – do they click on the links you post, reply to questions you pose, retweet your content, link to your content, post updates and comments on your Facebook Wall? If you’re able to answer “yes” to these kinds of questions, than you’re seeing true user- engagement within the social media realm and that means your branding and marketing messages are getting through. In addition, your analytics suite is a good place to learn about how social media engagement transfers from external channels to performance and outcomes on your site. While many businesses have already learned over the past year and a half or so that direct sales are not a regular result of SMM, the value of SMM-inspired referral traffic can be quite high. Finally, one not-to-be-neglected byproduct of well-managed and optimized SMM is that active, keyword-rich presence and participation in social media channels can lead to your firm having more content that appears in the Search Engines’ Natural Search Results Pages (SERPs), thus garnering you more Organic presence and real estate; as well as more opportunities for multimedia content like 925 SOUTH FEDERAL HIGHWAY • SUITE 750 • BOCA RATON, FL 33432 6 PHONE: 561.620.9682 • FAX: 561.620.9684 • WWW.MOREVISIBILITY.COM February 2010 images, videos, tweets, etc., to appear in SERP permutations, like Blended/Universal Results in Google, for example, at higher rates. Monitoring and Adjustments Your SMM maintenance will have two main veins – day-to-day participation, including time-sensitive or general updates made either to keep a regular, active presence or as a reaction to or result of some relevant occurrence within the news or within your business. And SMM campaigns, including any marketing / promotional campaign you choose to push through social media channels, such as a Facebook-exclusive contest with a giveaway or a cross-channel call for user generated content you promote in Twitter, Facebook, YouTube, etc. The possibilities for such strategic SMM campaigns are endless and unique from company to company, but the purpose remains the same, to increase user interest and engagement and to get people to participate with your social media channels. Whether you are participating in daily maintenance or coordinated campaign efforts, you will want to use the various tools discussed herein to track users’ reactions and adjust your messaging accordingly. With such a wide-range of channels to select from and so much possible time that could be spent with SMM vs. the amount of time that’s actually feasible for your team to spend, your SMM effectiveness will, in large part, depend on your ability to adjust or edit your team’s behavior over time. If certain content “pulls” with your audience, post more of it. If other types don’t seem to get a response, try different tactics. Your initial SMM strategy is only as good as the organizational structure you put in place to execute it and the ultimate results it has. Test, test, test, and adjust. In other words, give your content and campaigns sufficient time to be noticed and received, but if they don’t garner the acceptance or attention you deem necessary to warrant the output and resources allocated, then you will need to be open to changing direction. Conclusion Ineffective SMM is generally the result of not enough advance strategic planning or insufficient management of the execution. You can’t just “set and forget” social media channels, nor can, or should, you assume that the right hand is talking to the left and everyone on your marketing team is on the same page relative to who’s taking care of channel updates and maintenance. Develop a clear SMM calendar and organizational workflow and be sure that all members of your SMM team understand your expectations and objectives for delivering on it. Finally, keep a secure master list of your activities, channels you are participating in, passwords, tools that are being used, etc. Without easy access to such critical data, a seemingly minor change or oversight can impair the flow of your day-to-day SMM activities. 925 SOUTH FEDERAL HIGHWAY • SUITE 750 • BOCA RATON, FL 33432 7 PHONE: 561.620.9682 • FAX: 561.620.9684 • WWW.MOREVISIBILITY.COM
Pages to are hidden for
"Effective-Strategies-for-Managing-Social-Media-Marketing"Please download to view full document