How to Effectively Manage Social Media in 30 Minutes a Day
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The document provides guidance on effectively managing social media presence with 30 minutes per day. It recommends listening first before engaging on various social channels like LinkedIn, Twitter, Facebook, YouTube and Google+. Sample daily, weekly and monthly activities are outlined for each channel, including publishing blog posts, monitoring conversations, adding comments and sharing content. Priming new channels with current customers, partners and employees is also suggested to help boost organic growth of followers over time.
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How to Effectively Manage Social Media in 30 Minutes a Day
- 1. Social, by the numbers HOW TO EFFECTIVELY KEEP IN STEP WITH SOCIAL MEDIA, 30 MINUTES A DAY
- 2. 30 minutes everyday… really. Step 1 - Listen Step 2 - Engage Step 3 – Schedule Automation tools rock! HootSuite Minideck HubSpot Others
- 3. Social Media Facts: Social networks and blogs now account for nearly a quarter of the total time Americans spend online (Image Source: Balihoo.)
- 4. Socializing — with whom? Prospects. People who are assessing your brand Customers. Can learn about the latest from you. Hires. Potential employees can learn Partners. Similar to customers Media & analysts. Can follow your brand
- 5. Which channels to consider? News. Well-crafted news releases that contain the right keywords Blog. Used in conjunction with news releases LinkedIn. A good B2B engagement channel for hiring, customers, and business partners. Twitter. ―Micro-blog‖ platform Facebook. Increasingly, a ―second home on the web‖ YouTube. Great way to showcase expertise. Google+. Because your customers and potential customers are already on there.
- 6. Blogs Catalyst Marketing Group Manage editorial calendar Content curation and reposting Generating new content Editing and posting new content Maintain images and relevant brand identity Train employees Measuring results You Listening Content curation and reposting Generating new content Approving new content Train employees as a part of your onboarding process
- 7. LinkedIn Catalyst Marketing Group Augment LinkedIn presence by adding content to the Overview page and adding a Products & Services tab. Maintain relevant images and brand identity Train employees Measure results You Consider including a Careers tab. Make sure all employees are correctly linked with the company page. Research groups to join and develop a plan for participation in these groups Engage with groups Train employees as a part of your onboarding process
- 8. Twitter Catalyst Marketing Group Update page to reflect current messaging and product focus. Monitor your social campaigns Maintain relevant images and brand identity Train employees Measure results You Research and develop influential people to follow Find a social dashboard that works for you Make sure employees with an account follow your brand Train employees on how to use twitter as a part of your onboarding process
- 9. Facebook Catalyst Marketing Group Update page to reflect current messaging and product focus. Maintain relevant images and brand identity Train employees Measure results You Determine which brands’ pages you want to like. Leverage 30 mins in a day process Make sure employees with an account follow your brand Train employees as a part of your onboarding process
- 10. YouTube Catalyst Marketing Group Update page to reflect current messaging and product focus. Maintain relevant images and brand identity Train employees Measure results You Create content for YouTube channel Make sure employees with an account follow your brand Train employees as a part of your onboarding process
- 11. Google+ Catalyst Marketing Group Update page to reflect current messaging and product focus. Maintain relevant images and brand identity Train employees Measure results You Share any recent content to your circles. Use your circles to segment out only the most relevant audience. Ask questions and start conversations. Train employees on Google+ as part of your onboarding process
- 12. The Channel Plan Don’t be afraid. It’s not as scary as people say it is. Work together Listen Use consistent messaging Add value in your posts Be human
- 13. Let’s take a closer look Step 1 - Listen •Check for engagement and respond as needed •Check alerts for brand mentions/keywords. Step 2 - Engage •Comment/Respond •Ask questions •Add something useful to each social media channel. Step 3 – Schedule •Let channels run in the background •Engage if needed •Monitor for timely comments or conversations
- 14. Social Media care and feeding Daily Social in 30 mins a day routine. Every few days Publish a blog post. Share it on LinkedIn, Facebook, Twitter. Let employees know so they can share with their followers. Scan VIP Twitter followers for relevant conversations to join and people to follow. Add comments to relevant posts in 3rd-party blogs, as appropriate. Share fave web finds on Twitter, Facebook and LinkedIn. Shortlist content ideas for the blog and newsletter. Monthly Issue news release and post it on the blog, Facebook, Twitter, LinkedIn. Post a video or two on YouTube. Share on all channels. Blog editorial plan meeting/review. Overall social media progress/analytics review.
- 15. Priming the Pump Over time, we should expect organic growth of followers/fans, recommendations, etc. of each channel. But... we need to prime the pump by promoting these channels to customers, partners, and employees. Ideas: Add LinkedIn, Facebook or Twitter links to all employee email signatures. Prominently feature the social media icons on home page, contact page, newsletters. Provide basic training for employees so that can participate on LI, TW, FB. Encourage people to Like/Follow/Share for the latest updates. Send out a Monday message, letting your organization know what is trending this week.
Notes de l'éditeur
- Would you believe me if I told you it only takes 30 minutes everyday to stay in engaged with social? Yes! And we’ll get into that in a minute. After we talk a little more about what Social is. As for automation tools, HootSuite is as the top of my list. The app lets you sign in to your Twitter, Facebook, and Foursquare accounts from a single application window, so you can browse and post messages and statuses from all three social-networking services.It lets you post to multiple accounts, attach pictures, shorten links, and add geotags with ease, all from a single "Compose message" screen. It even lets you schedule posts and track statistics.There is a new tool coming on the scene called Minideck and you can get onboard by tweeting @minideck. And HubSpot also has some automation tools, but not the monitoring capability available in HootSuite.There are quite a few other social automation dashboards, but these are a few worth mentioning.
- So, why should your company do social media?Your brand needs to connect with as many potential customers and partners as possible.Social media is becoming a major part of people’s lives. Our customers and prospects will expect to see us in their favorite social media channels.It’s hard to predict which social media channels matter for different people. So, we will be present in all of them.Social media channels are crucial complements to our ‘traditional’ media PR campaign.Traditional media enable us to educate, inform and influence the buying decisions of target customers. Typically, there are two primary lines of attack for PR: news releases and contributed articles.Social media channels enable us to engage with target customers, and give them the means to endorse/like their connection with your brand.Shared information has enormous potential: the “network effect.”
- Prospects. People who are assessing your brand can learn about the company, its products, or expertise and what we think matters. Social media provides a platform for communicating well beyond what the website can deliver, and moves people toward purchase.Customers. Can learn about the latest from you. We can also highlight specific customers to showcase the value we add.Hires. Potential employees can learn about current news, culture, and see how their network views your brand. LinkedIn, in particular, is a potent hiring tool. Partners. Similar to customers: social media provide a channel to engage with partners to boost mindshare and goodwill.Media & analysts. Can follow your brands industry news and publish it to their followers/networks.
- News. Well-crafted news releases that contain the right keywords provide essential content for social media PLUS boost organic search ranking of the company and product.Blog. Used in conjunction with news releases to provide “news” signal for non-news-release items; platform for showcasing expertise. Again, reinforces organic search ranking.LinkedIn. A good B2B engagement channel for hiring, customers, and business partners. Showcase all facets of your brand: company, employment/hiring, and products.Twitter. “Micro-blog” platform that enables engagement and development of network, and demonstrates authority and expertise on key topics.Good for disseminating keyword-optimized content (e.g. from news and blog posts).Facebook. Increasingly, a “second home on the web” for companies; excellent channel for showcasing news, coverage, events, research. Perfect for adding “human dimension” to the brand. B2B value is questionable.YouTube. Great way to showcase expertise as well as to provide tips on using the products. Slideshare is also relevant here.
- The blog provides a way for us to demonstrate industry and developer knowledge and expertise. Content should include: tips and tutorials, discussion of industry trends, product news, product feature highlights, customer spotlights, etc.Include a call to action to bring customers in and pull them through the funnelBlog posts will be added to all social media channels.
- Augment LinkedIn presence by adding content to the Overview page and adding a Products & Services tab.Consider including a Careers tab. Requires an upgrade to Silver (10k )Make sure all employees are correctly linked with the company page.Research groups to join and develop a plan for participation in these groups. Share your content with these groups.Ask questions on your page to start discussions of your own.Leverage 30 mins a day plan to enable daily status updates and sharing of useful information. More on this in a minute.Train employees on how to like and share posts.
- Leverage 30 mins a day plan to enable daily status updates and sharing of useful information.
- Facebook is a good platform for providing commentary on industry chatter, useful links, etc. We can add a “human dimension” to your brand.Develop content sourcing plan to enable daily or 2x/day posting of useful information. (HubSpot, or even Hootsuite can schedule these)
- Video is one of the most potent ‘shareable’ items. Easy to consume and a good way to demonstrate your expertise.Ideas: “chalk-talks” ; product screencasts; how-to-build-it videos to inspire people once they’ve downloaded. Popularize your brand through video.Easily track visits/views in YouTube.
- Increasingly important in the SEO space.Share any recent content to your circles.Use your circles to segment out only the most relevant audience.Ask questions and start conversations.Train employees on Google+
- We’ve covered all of the what and why, so let’s talk more about the how. This plan should be channel specific, in that you have a defensible rationale for participating in each.Don’t be afraid. It’s not as scary as it seems.Work as a cross functional team to develop strategy, implement tactics and manage social. Understanding--Remember that social ‘listening’ is important (say more here about monitoring channels)Are you using social for awareness? Leads? Loyalty? Pick one and stick with it.What are the key performance indicators to measure success?Who is your audience? What are their pain points? What do they need? What are you about? How will you appeal to your audience over all the noise of your competitors? In Social, you are not just competing with other companies, but their friends, colleagues, and family. Your company needs to be human in social—not just a logo or a slogan. How will you do this?
- Let’s take a look at this again.Twitter: 8 minutes Automation Tip: Pre-schedule your tweets using a automation solution like HootSuite or Minideck to see all of your upcoming tweets in once place. Respond: Take a few minutes once or twice per day to respond to any tweets that may have been directed your way. Schedule: Schedule out tweets for the week to promote any recent content, events, or promotions. Share: Intermixed with your promotional content, share the content of followers, thought-leaders, and others in your industry to help build relationships. Facebook: 6 minutes Automation Tip: Save time by automatically having your prospect’s social media data imported into your sales management (CRM) lead profiles Respond: Respond to any comments, questions, or “Likes” left on your Business Page. Spend a few minutes liking the content of your partners, Fans, or allied businesses. Promote & Share: Promote your own content, recent photos of products, behind the scenes content, or highlight staff. Highly visual content like videos and graphics perform best. LinkedIn: 8 minutes Automation Tip: Use software to publish and schedule your social media posts to multiple sites from the same interface Promote: Share your professional content and notable news on your company profile. Groups: Share your content in related LinkedIn groups and engage in notable group discussion. Remember to add value, don’t be selfishly promotional. Questions: Ask and answer questions on your page and in relevant groups to start discussions of your own. Google+ 8 minutesAutomation Tip: Gauge prospect interest in your content by seeing who clicks on links shared on your social sites Share: Share your recent content to Google+ Circles. Use Circles to segment content to only those who it most applies to. Remember to provide value to your audience to stand out from the noise. Google+ is a great forum for longer posts like articles. Ask Questions: Your audience on Google+ is receptive to longer form content. Engage them with questions and discussions. Try to facilitate a conversation between your followers.