Ahh tax season is in the air, smells horrible to me but Uncle Sam needs his money! On a brighter note this may be a perfect time to run an audit on social media strategy and profiles. Things are constantly changing in the Social world and it is very realistic that what was working 4 months ago just might be obsolete today. So running a social media audit should not be happening once a year it should be happening quarterly if not more frequently.
So what does a Social Media audit consist of?
As you’re going through your list check the networks and do some competitive research on each one. For example look at your competitors Facebook page and see if anything has changed in their strategy. Are you seeing more engagement? Has there been a huge spike in fans? Are they running contests? These are all important things to look at, because this could be an indicator that you may need to get more aggressive especially since page post views have plummeted since October. Continue to use the same technique of research down your check list and don’t forget to make notes!
After you’ve done your competitor research take a look at all of your profiles.
Are they up to date? For example did you add a new location, or has your company offerings changed? Do you have a new logo or new website design? If so you want may want to have that looking consistent across the board.
Syndication- This is important if you are syndicating social feeds throughout your network make sure they’re all working correctly. For example If you have tweets being syndicate to google Plus make sure they are being deciphered correctly. Sometimes characters from Twitter come over looking like code. When looking at syndication this is also a great time explore new sources. There are so many great social management tools out there today. Some of my top favorites are Buffer, IFTT, and of course Hootsuite. Some are better at one thing than the other so you may want to try to mix it up.
Lastly take a look at your social media content strategy. If you find that your social media content calendar is slightly boring incorporate some fun contest ideas. Social contest can really boost engagement and turn a boring social party into a blast again.
If you haven’t done a social media audit in a while this may be very time consuming at first. But remember to do these as often as you can so everything is always up to date. Especially in regards to the competitor research you should do this monthly because you may find a promotion or type of posting that received tons of engagement or vice a versa, you could take this a learn what the mistakes were and make it better.
Social content strategy is a pretty common place marketing term. It’s important to think about this because you can really drive business results and audience value with a well constructed compelling content strategy. Easy said right? I know a lot of small businesses that may look a deer in headlights right about now, but when it comes to creating a social content strategy it doesn’t have to be rocket science. Below are 3 steps to getting started.
Sure content is king, but not all content is created equal. Think about what your objective is in your strategy, how are you going to inspire engagement, are you raising awareness, are you trying to convert leads. Also consider your brands goals whether it is to gain awareness on your products or services, or to maybe learn something about your target market or existing customers. Once you have answers to these questions you can start digging into your existing content library. Use things such as testimonials, launches, customer pics, blog posts etc. Be sure to have social measurements in place as well because you want to be able to see how your audience is reacting to your content.
Don’t have blinders on by only caring about your content. Part of having a social presence is being able to share great content with your fans and that means anything meaningful to your brand. This could be industry specific press releases, conversation in your industry, or news from business partners or vendors.
3. Be Engaging
So often it seems like people forget that social media is about being social! Social media has given brands the opportunity to be real people instead of that cold brick and mortar location. Interact with your audience. If your small business follow a hashtag and create conversation around it. Follow threads and discussion from industry thought leaders or partners.
By, Tanesha White
Posted in Uncategorized
Now that Facebook has finally activated hashtags I’m hoping that this doesn’t open up a big can hashtag spam.
I believe having the hashtags in Twitter were very helpful and the 140 character limit kept the hash under control minus the Dr.Oz weightloss miracle direct messages. But, I digress with that one!
If businesses stay with the same mind set when using hashtags then carrying over utilization should be successful. When using a hashtag for business try to use one that is branded by you for example below is a screenshot from a client I have worked with. They are a pest control company. Their website is well branded as stopzbugs.com so it was very fitting to tag all of their useful tips with #stopzbugs.
As you all know that hashtags are useful in grouping information around a topic, company, service, product, etc.. So as you see in this example it’s all the information that they have chosen to show using their hash. This will also be shown the same way in Facebook.
Also be mindful when using broad keywords especially when you’re a business because all kinds of people could be using it in a negative context and it most likely won’t be something you want your brand associated with. Choose to use keywords specific to your industry for example, Scherzinger also used #termites, which links you to a feed that is full of pest industry related news so obviously relevant.
So as you start to cross over and use hashtags in Facebook keep to the same methodologies and remember just because you have more characters to play with doesn’t mean to overcrowd your post with unnecessary hashtags.
The one major thing I love about infographics is being able to see analytical numbers and all the nerdy data that comes along with the internet in a nice pretty picture. My pick for infographic of the week is this: 2012 The Year of Integration. As a user of the internet it really doesn’t occur how much information is being tracked about your profile or really how many times per day you’re exposed to user generated content. But, as a marketing professional I’m forced to dive into these numbers on daily basis to effectively make the right marketing decisions.Didl you know that 90% of the world’s data was just created within the last 2 years? This and many other interesting facts you will find here. Enjoy!
This week’s infographic will be a good help if you’re in the boat of wanting to get started with a social media plan, or even if you’ve been dabbling for a bit. I still get questions like, what social network should I start with, or what’s the function of this network, etc? Thanks to Flowtown for creating this social media cheat sheet.
Social media has become a main focus of marketing for small businesses especially seeing as how big brands have already embraced it. Social media is a an outlet to allow businesses to listen to their customers and to know longer be just brick and mortar. It allows businesses to build a community around products or services, and to help expand markets. It’s clear that social media is valuable, but measuring social media ROI proves to be a challenge. Lucky for all of us that social media management tools have popped up as quickly as social media networks themselves.
Here’s a list of 20 free social media monitoring tools worth checking out:
Hootsuite is a web-based dashboard that allows you to monitor multiple social networks in one place. You can collaborate with fellow employees, schedule messages, and assign tasks to your team. It’s particularly great for managing multiple accounts on the same platform. This is one of my personal favorites.
Klout provides an influencer score based on your social media activity. Your Klout score is determined using over 400 variables. In addition to working on your own Klout score, you can look at your influences and who you influence to regularly share content that is of the highest quality from trusted sources.
Who is reading your tweets? How is it being shared? What is the measured impact of what you’re putting out there? TweetReach is a social analytics tool that helps you capture this valuable information.
TwentyFeet aggregates your activity from various social media platforms so you can get the full picture of your online presence. Then, you can determine which of your activities are most valuable.
Measure your impact, engagement, and influence on Twitter with this tool. They offer three plans, depending on your needs, Individual, Business and Agency, all at a very reasonable price. They do offer their three most popular reports for free, so just connect your Twitter account and start Twitalyzing.
Use this tool to determine your online authority and who your online brand advocates are. Learn which topics are best for you to focus on and who to connect with to spread the word.
This dashboard gives you all of the analytics data related to your Facebook page so that you can track growth and impact. Use the Insights to better understand your followers and reach the right audience.
Track and measure who is talking about you, your company, your product, or any topic related to your industry. SocialMention pulls data from hundreds of social media services to give you the most accurate, real-time information.
This tool allows you to track and monitor social mentions and respond in real-time. Find potential customers, listen to what your competitors are saying, and get immediate feedback about your business.
Manage and analyze your Twitter account with SocialBro. This tool gives you detailed information about your Twitter community so that you can interact with followers more efficiently and garner the best results.
This Twitter analytics service, now owned by SEOMoz, allows you to understand and sort your followers. Learn when your influential followers are most active so that you can select the best times to engage your community and to ensure you’re reaching the right people at the right time.
Measure your brand’s impact online with this tool that provides you with a magnitude score. The score analyzes your level of activity online so that you can determine whether you have enough of a presence.
Manage all of your business’ social media accounts in one place with Seesmic. Quickly view and respond to social activity in real-time even from your mobile devices.
This is a great tool for managing your conversations on social networks. Engag.io provides you with valuable insights into the people you are talking to via social media and also gives you a place to track whether or not you’ve responded.
Arrange feeds from all of your social networks in one place using the TweetDeck dashboard. You can also schedule tweets and set-up customizable feeds for your social search needs.
16. Brand Monitor
Track your brand across numerous social media sites. Find where conversations relevant to your business are taking place so that you can start becoming an active social media participant. Learn trending keywords and measure conversation engagement to help bring more valuable brand content to social media platforms.
Similar to Klout, Kred mines social data to give you a Kred score. The score is a combination of your influence and your outreach activity. Kred measures how often you tweet or post, how people interact with you, and the growth of your audience. Kred gives you a detailed breakdown of your score so that you know exactly where you should improve and the areas in social that are working well for your company.
Nicely integrated into your Google Analytics platform, Social Reports helps measure how social traffic is directly impacting your conversions. Using an overview of your social networks, this tool allows you to visualize your social traffic so that you know where your time is best spent in the social world.
TwitterCounter tracks Twitter users to give you statistics and usage information for your account. This service offers a very basic free package with graphical data, but you can pay a bit more for access to an account comparison feature, more updates, report exports, and more.
This is a real-time social search engine. Sort through the latest social activity related to your industry, brand, or community and apply that knowledge to future business decisions.
Keep in mind there’s a lot of overlap in the services these social media monitoring tools provide. It’s most important that you find the tool that aligns with your business needs and personal preferences.
Do you use any of these services? Which ones are your favorite?
Now being back on the agency side of things. I’ve recently had to take a step back when approaching some of our small business partners. I take for granted assuming that all the “foundation” of a digital marketing strategy is already in place. Meaning that the website or virtual storefront- what I like to call it is well optimized, listings are all claimed and monitored. One key that I see many businesses not doing is localized SEO. The quickest way to strengthen your SEO is to claim your business listings and start to get reviews!
1) Reviews, not testimonials. Third party-hosted reviews have greater credibility with prospective customers and higher read rates than testimonials. Quotations from satisfied customers pasted onto your website look cherry-picked and are not the powerful conversion tool that 3rd party-hosted reviews are.
2) Quantity and quality. While most people only look at 2-3 reviews before deciding which business to use, that doesn’t mean that having just a handful of reviews is sufficient. According to a recent Search Engine Land study, the quantity of reviews that a business has is important because it gives users more confidence in the star ratings. The more review content you have, the less likely you will lose that potential customer. However, don’t sacrifice quality for quantity. Longer reviews are more credible.
3) Current, fresh review content. Prospective customers are looking for recent content. Make sure that you have a review from the current year or, better yet, the current month. People will search for your latest reviews and those reviews will be the ones frequently clicked on and read. Also, fresh content will actually help you rank better in search results. Prospective customers will be more likely to find and read your reviews online if you have recent ones.
4) Positive reviews should outnumber the negative. According to a recent survey, 52% of consumers said that positive online reviews make them more likely to use a local business. This doesn’t mean that negative reviews are a bad thing. If you have enough positive feedback, then negative reviews actually confer value because they show transparency and honesty, especially when you engage with your reviewers by commenting on those reviews.
5) Reviews in multiple places online. Reviews are the #1 factor someone will consider when choosing whether to use you over another company. So, it’s important that you make sure your reviews are in key places: on your website; indexing in Google and other major search engines; Facebook and Twitter; and local search sites like Google Places or Yahoo Local.
So keeps these 5 rules to online reputation close to mind when reviewing your goals this year.