Effective-Strategies-for-Managing-Social-Media-Marketing by kashifenterprises


All About Social Media Marketing!

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									Effective Strategies for Managing Social
            Media Marketing
By: Khrysti Nazzaro, Director of Optimized Services

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February 2010

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

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

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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.

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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
      •   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

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

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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
   •   TwtApps – http://twtapps.com/ – A suite of content tools from polls to
   •   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.

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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
   •   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

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

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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.

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.

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