You’ve just picked up a new social media client. Maybe you’ve been focusing on just one industry. Maybe you have not. Before you start creating social media posts and interacting you need a plan. You need to know where you stand, what your goals are, and where you need to be. But you also don’t want your client waiting and waiting for you to craft your first tweet. These are the things to do when you pick up a new social media client.
Things to Do When you Pick up a New Social Media Client
Audit Your New Social Media Client
The first thing you need to do is assess the situation. What dangers, what possible disasters will you deal with when managing social for this client. What are the possibilities? Let’s break things down to make it easy. Create a spreadsheet with:
- List of their social media accounts
- Their followers/following
- List of their competitors
- Their competitor’s following
- People who have access & the level of access they are privy to
- Tools used for each social network (to see if you can cut back on the fat with a tool like Socialdraft)
- Who is in charge of communications with the client?
- Are they working with a PR firm, what is on their calendar?
- Goals for the fiscal year
- Reviews and social chatter
This audit will help you tremendously. You will know exactly who and where to go to for information, you’ll be able to set up an emergency plan, and you will know exactly where you are at social media wise so you can measure your results at the end of the campaign. You will also have measurements so you can go in and analyze what was working and not working in the past and be able to adjust your strategy as needed.
Check out Your Client’s Followers & Measure Sentiment (and their competitor’s)
The community is the most important thing when it comes to social media. After all, without them, there is no ROI.
If your new client has already been active on Social Media, you need to take some time to hear what your community is saying. This will help you to come up with your voice and make it easier to craft your message.
Check out your followers, click their profiles. What are they talking about? What concerns them? What are they sharing? Pay attention to these so you can eventually figure out…
- How they feel about your clients (what the sentiment is around the brand)
- What does the community desire from your client and its industry
- What are the community’s problems and is there a way that your client can fix these
While you are at it, create a spreadsheet. Start keeping track of the hashtags that are being used in your client’s circles/industry. Seek out the competitors you want to be like. They are obviously doing something right…so keep an eye on their strategy and see what you can adapt.
As a community manager, you’re probably not going to be creating content. That being said, you need to be involved in the content creation process because you will be in charge of pushing this content out. You need to become the expert as to what resonates so that you can guide the content team in their efforts. Ask your client for access to Google Analytics. Check out what content is performing well and what is not.
Go a step beyond this. Once you have the top 10 performing pieces of content, go back to social. See if these were shared there and by whom. It could be that a certain post has great SEO and is getting tons of organic traffic, but that post may not work for your audience. Analyze the content that performs best on social and find out why – is it an amazing image, does it have an easily digestible list, is it shareable. If you are able to work with the content team, you can really get amazing results from Social.
Analyze the Best/Worst Performing Social Media Posts
Go through all your social networks and separate your best performing posts. Then ask yourself these questions:
- How long was the post?
- Was there an image/video/link attached?
- What was the tone of voice?
- Were people tagged?
- Was it your customer’s original content or influencer content?
- What hashtags were used?
- What time/day of the week was the post shared?
- Were they holiday posts? Did something historically significant happen on those dates?
Once you have analyzed these posts, you will know exactly what works well and what efforts will be a waste of time.
And don’t forget to ask to be included in the content calendar so that you can plan ahead on how to disseminate this content.
Have an Internal Social Media Meeting
Social Media is not a task for one person. You have a pretty good idea by now of outside sentiment for your clients. At this meeting, try to get a feel for what your colleagues think about your client’s Social Media presence. You’ll get a grip of what areas/people feel a disconnect with social marketing from the past. Try to get them involved and get ideas from them. There may be features/offerings from your client that you may not be aware of that you will discover during this meeting.
End your meeting gently asking them to follow the client’s Social Media accounts. You can’t legally require this, but you can nicely ask. They work for the company, if things are right internally, they should be your biggest advocates.
If team members have been previously involved with social media, you need to find out why, how, and if there are separate accounts you are not aware of.
Create a Response Plan
Chat with your client after you complete the sentiment report. There are issues that will come up on a consistent basis. Come up with a document that has pre-approved response templates to those recurring issues. Use those as a template when negative comments and reviews come up.
Speak with your client about what to do when serious problems arise, for example if a customer calls someone on their staff racist. Speak to them about how they would like for you to handle potential legal issues and ask them who on their team will handle. Issues with legality should be outside of your scope of work.
Create your templates
Find out if your client has used templates before. Templates are a great way to standardize efforts and to create a strong brand. If your client has not used templates in the past, it is a good time to do so…besides, this will save you an incredible amount of time.
Editorial Calendar Template
The content marketing team should already have this. A plan of what content is coming out and when. If they do not, then you need to ask that they create one.
Social Media Content Calendar
If you use a system like Socialdraft, you won’t need to create one of these (heck, you can use our calendar as an editorial content as well with our tasks feature). This calendar will help you organize your social media posts into categories so that you can easily duplicate, re-schedule and promote the content from the content marketing team. Some categories we recommend are:
- Promotional (keep this to 20%)
- Industry News
Need a Sample Social Media Calendar? Click here.
Whether you are using Photoshop, Canva, or any other image tool, you need to have visual templates in order to maintain a consistent brand. This will also help if you need new header images for holidays, special promotions, etc…Some visual templates you will need:
- Facebook post
- Twitter post
- Instagram post
- Google+ post
- Pinterest post
- Header images
Once you’ve gone through these steps, you will be more than ready to begin creating content and measuring your success.
Pick Your Social Media Tools
There are many social media tools out there, including Socialdraft. Socialdraft is an all-in-one social media tool that allows you to:
- Schedule posts to Facebook pages, LinkedIn pages, Pinterest boards, Twitter and Instagram accounts.
- Schedule single or recurring posts.
- Duplicate posts.
- Schedule reposts from Instagram to your other social networks.
- Schedule in bulk via CSV.
- Pull reports for Facebook and Twitter
- Engage your Audience.
- And much more…
The best part is that Socialdraft has plans for everyone. We even have a Free Forever plan…which is…free forever. Take Socialdraft for a risk-free trial today.
If you are finding the task of managing the digital parts of your business difficult, we can help. Socialdraft Managed Services are here exactly for that.
WHAT ARE SOCIALDRAFT MANAGED SERVICES
Socialdraft Managed Services are offered to Socialdraft users to assist them with all of their digital needs. That includes everything from:
- Website Building
- SEO Audits
- SEO Copywriting
- Website SEO
- Social Media Management (Facebook, Twitter, Instagram, Pinterest, LinkedIn, reddit)
- Digital Ad Buys
- Review Management
All Socialdraft Managed Services are crafted for each client, so you get a plan that is custom for you. As a managed services client, you get a dedicated SIM (social identity manager) who will be your point of contact and the person tasked with helping you achieve your goals.
You also get access to the Socialdraft dashboard.
Want to know who we have or are working with?
- Burger & Lobster
- Summit Talent Group
- Wines of France
- Loire Valley Wines
- French Food and Beverages
- And many more
If you’d like to learn more about what we can do for you, simply schedule a conference with Blanca so she can walk you through how we work and what we can do for you.
If you have just recently been hired as a social media manager and want to make sure that you’re able to help your new company improve their results when it comes to social media marketing, you’re going to want to make sure that you knock your first month right out of the park.
Things to do Your First Month as a Social Media Manager
Make no mistake about it – the position of a social media manager is relatively brand-new to the world of business, and a lot of companies are simply trying to come up with a social media manager job description without ever really understanding its responsibilities, its role in the company, or the kind of leverage that this position is able to bring to the table.
But when you absolutely crush your first month as a social media manager you’re going to not only cement your position (and reaffirm that they made the right choice hiring you), but you’re also going to be able to bring almost instant and measurable results to your company that can result in big boosts to the bottom line.
Here are six things you were going to want to handle during your first week on the job.
Audit existing social media efforts
Even if your community manager job description didn’t include auditing of the current work that this department has been taking care of, it’s going to be absolutely impossible for you to conduct yourself as a community and social media manager without really knowing where you stand in the world of social media right now.
You need to take a look at day to day operations, you need to review the last year on social media in-depth, and you need to understand exactly what kinds of plans have been scheduled to take advantage of social media opportunities in the future.
Basically, you need to see what’s been going on, analyze what has been working and what has not, and start to plan on how to use this information when forming your strategy.
Listen to those around you
Your first job when you are hired as a social media manager is not to immediately grab control of the reigns and re-mold the department all on your own, but instead to listen to those around you (and those under you) to really get a feel for how things are done, what can be improved and what can be eliminated, and who your closest allies are going to be.
Listening will give you insights that you would never find in other ways. What are the company’s weaknesses? What is the feel around the office. All these things will give you an idea of how things outside the company are. So be quiet, listen, and learn.
Measure past results and implement tracking for future ones
Not only do a lot of companies today struggle writing a social media manager job description, but they also struggle measuring the past results that they’ve been able to get from social media and have almost no system in place to track future ones, either.
This is going to be mission critical to your success as well as the success of your company going forward.
You are going to want to immediately get a feel for the pieces of content that you have published in the past year that have hit home runs in your also going to want to look at the pieces of content you’ve published in the past year that have fallen flat on their face.
Only then will you be able to know which direction to move forward in and which direction to ignore!
A few things that you should absolutely measure and compare:
- Likes per network
- TAT score
- Klout (not the most important thing, but a quick indicator of account health)
- Number of posts per month
- Average likes, comments, and shares per post
- Monthly Growth
- Engagement rates
- Clicks to website
- Check Google analytics to see which social network is sending the most traffic to site
- Analyze your brand/business against your top five competitors
Feel out how your executives feel about social media
Even though the overwhelming majority of higher ups now understand the value of social media (or they wouldn’t be preparing community manager job description posts in the first place), there are quite a few out there that still feel this marketing opportunity is nothing more than modern day’s make oil.
You need to get a feel for the temperature of what these executives feel about social media, and you’ll want to know exactly what you need to do to win them over if they remain skeptical.
Hitting home runs in winning big on social media immediately is almost always going to win it a lot of people over, but you’ll need to be able to present this information accurately and show exactly the kind of impact that social media had in making it possible if you want of those good feelings to stick.
Build out social media templates
Though there is certainly something to be said about taking advantage of social media marketing opportunities as they come down the pipe and kind of operating on the fly, you’ll want to establish social media templates that you and your employees can run off of when the brainstorming isn’t quite as effortless.
These templates will not only help you create content in a pinch, but it would also make sure that your content is consistent with your marketing messages across the board. These are critical pieces of the puzzle, and should be built first month on the job.
Plan out all upcoming Events
Chances are your company or business will be attending events. Get an entire schedule of events for the year. Make sure they are added to your content calendar and that you begin to look into important things such as the social links of those who will be attending, hashtags, social media posts, and…of course…ways to promote social in real life.
Check all your Social Media Profiles to Make Sure they are Properly Formatted
Take the time to go through your social media profiles to make sure everything is right. This means checking addresses, contact information, about, even urls to make sure they click through. You should use this time to make sure that marketing is consistent throughout and update things as needed.
Make a List of Targets
Start off by making a persona of your ideal target (be this a purchase, a follow, etc). Then begin to make lists of who these people are so that you can begin to engage them on a consistent basis.
Another great way to do this is to see who is following your top 5 competitors. Chances are if they are interested in them, they will be interested in you as well.
Choose a Social Media Dashboard
You need a centralized place to do all your work. Chat with the current social team and find our if/what social media dashboard they are using.
Ideally, your social media dash should schedule to all major networks (Facebook, Twitter, Instagram, LinkedIn business pages, and Pinterest).
If multiple people will be working on the accounts together or if your new bosses want to have a little more control, you will need a dashboard that allows for collaboration.
It should also have a robust alert system so that you can easily see whenever your brand is mentioned (and convert those to social media posts).
You will also want it to have a categorization system so that you can store evergreen content that can be easily reused when needed.
Finally, it should offer reporting. The best way for you to keep your job safe is to show your bosses or supervisors how well you did. If you were to do all this manually…it would take hours if not days.
Socialdraft does all this, so give us a try. We offer a risk-free trial 😉
There is still a lot of time to plan out 2016 as far as your social media calendar is concerned – and if you haven’t taken the time to do so already, you need to put a social media calendar in place ASAP. There are a lot of different skills for media managers to master, a number of areas of focus that these professionals have to really zero in on, and a tremendous amount of responsibility that they have placed upon their shoulders.
Without a proper social media calendar and without a daily social media routine, it’s going to be almost impossible for these professionals to handle their business while handling yours. Here are just 11 skills you’re going to need to make sure that your social media managers have mastered their work as efficiently as possible.
11 Skills Social Media Managers Need
1) Graphic Design
Your community manager should know how to use at least Photoshop and Canva. Common uses of graphic design include logos and branding, website graphics and elements, signs and product packaging. Graphic design may include a product package logo or other artwork, organized text and design elements such as images, shapes and colors.
A social media manager should analyze data in order to make any necessary adjustments in social media marketing. Google analytics as well as Facebook, Twitter, and other social analytics training can measure your results so you can adapt to the results.
Because search engine optimization and social media marketing have become interlinked, SEO skills are now even more valuable. A Social Media manager may not need in-depth technical knowledge but should have a basic understanding of of keywords, link building and content marketing. They need to understand how to find your most popular content, where it came from and how Social Media drives traffic to your website.
4) Writing Skills
Your community manager needs to be able to create strong copy that converts, which includes blog posts, headlines, tweets, or replies and comments. Social media writing needs to be easy to understand, concise, and inspirational. Writers need to explain attention-getting ideas in as few words as possible.
5) Customer Service
It is possible for social media managers to “forget” that they aren’t simply sending out their messages and then witnessing results. A lot of otherwise experienced and truly talented social media managers have a tendency to forget that social media is a tool for communication and conversation – a real two-way street. Not just a soapbox to scream out your message.
It’s valuable to send your social media managers “school assignments” to pay attention to customer service communications. You’ll want them to focus on the kinds of questions that your customer service department is receiving on a regular basis, but you’ll also want to have them really focus on customer service questions and requests that are coming in from the social media accounts that they actually manage.
6) Social Media Schedule
Create a schedule that allows you to effortlessly manage all of your social media responsibilities. Of course, the real secret to effective social media marketing and management is to move through your responsibilities as effortlessly and as efficiently as possible. This is only going to be pulled off if you have a social media schedule already outlined for your social media managers, rather than relying on the skills that they may have developed or what they feel like handling at any one particular point in time.
Your calendar may look like this:
- * Review the content that you are going to be publishing that day
- * Look into industry news (and world news) for unique opportunities
- * Share any social media strategy information and insight with major marketing campaign efforts
- * Brainstorm new content with your team
- * Engage at least five social media members that follow your accounts personally
- * Engage at least five social media members that do not follow your accounts, but could convert
- * Schedule the next day’s content
- * Check your online mentions to keep a handle on your online reputation
This is obviously a streamlined, stripped down, and bare-bones social media schedule, but something like this may be picture-perfect for your operation. Best of all, it doesn’t require you to teach any new skills for social media managers to master!
7) Video Production
It’s become increasingly important to create audio/visual content such as photos, video, gifs, and recorded audio programs. Each application has a learning curve in order to produce quality content.
8) Advertising Budget
It’s important to establish a budget and Keep track of money spent on social media ads. Since ads are targeted with increasing precision, social media ads on Facebook, Instagram, and promoted tweets are much more effective and worth the investment.
9) Campaign Strategy
A successful marketing campaign must be planned out well in advance in order to run smooth and be effective. Outlining key objectives is a key element, as well as being highly organized.
10) Community Management
In social media marketing, establishing a relationship of mutual understanding or trust and agreement with your audience is the key in growing a community. Social media communication is vital in building a customer fan base. That means quick response times and diplomacy skills which are required for success. It’s also important to connect with influencers.
11) Keep Content Fresh and Original
Several studies confirm that if the content is dull and repetitive social media users will unfollow a brand. The only way to keep your customer fan base alive is to engage them with original and creative content.
Believe it or not, the best social media managers, marketers, and all around “ninjas” aren’t – most of the time – just winging it when it comes to social media.
Instead, all of these elite social media experts take advantage of daily to do lists for social media uploads, interactions, and proper scheduling that gives them the opportunity to play around with their creativity inside of already defined restrictions.
This is the ultimate way to get the most out of your social media superstars, and the only way to really set yourself apart from the rest of the pack on all of the major networks out there.
Of course, creating that social media marketing task list isn’t (usually) going to be all that simple or straightforward. This is especially true if you’ve never had to establish this kind of protocol, or if this kind of protocol has never occurred to you previously.
But that’s where this quick guide comes into play. We are going to be able to share with you EXACTLY how you build your own daily to-do list for social media efforts, how to get everyone on board, and how to adjust it on the fly so that it always provides you with the kind of marketing results and return on investment that you are after in the first place. Once your team agrees on a To Do List, you should categorize the items on your list into daily, weekly, and monthly tasks.
Let’s get right into it!
10 Must-Have Items on Your Social Media To Do List
1) Structure is the name of the game
Though there is always a temptation to kind of wing it when it comes to creating interesting, engaging, and relevant pieces of content to share on social media (after all, timeliness and relevance are critical for success on these platforms), you’re going to want to structure your content as much as you can without choking off creativity to really boost your results.
Parkinson’s Law dictates that the scope of a project grows in relation to the amount of time that you have available to spend on it, and the same is true when it comes to your content. If you have no restrictions in place for creating, scheduling, or uploading content the odds are pretty good that you weren’t going to be that consistent.
Get that structure in place ASAP.
2) Respond to inbound social media messages before anything else
You need to be sure that you are as engaging social media as you can be.
This means that you need to create two-way conversations with individuals that choose to interact with your brand on social media and that you need to be as open, honest, forthcoming, and funny as you can be. You really want to develop an online personality and persona that your market comes to both enjoy and respect.
This is the secret to unlocking effortless influence on social media.
It all starts by engaging with inbound messages before you do anything else each morning. This means that every morning you will start off by reading and responding to all direct messages and comments on your posts. EVERY MORNING, FIRST THING IN THE DAY.
3) Check out what’s being said about your business and put out any fires
The next thing that you need to do on your social media marketing task list is to find any mentions of your business or your brand and put out any potential customer relationship fires that may exist.
You want to address issues as quickly as you can, you want to address issues as generously as you can, and you want to make sure that people see just how responsive you are as an operation.
This is mission critical and something that you can’t afford to get wrong. Especially in the always on and instant nature of social media today.
4) Deploy new social media content
Now is the time to knock out your content daily to-do list for social media.
You’re going to want to post multiple pieces of content to all of the social media profiles and accounts that you have active, and you’re going to want to make sure that you schedule “feeds” of content to be deployed all throughout the day as well.
Stick to a regular and consistent schedule of posting and you’ll be able to establish real relationships with your visitors, your followers, and your market.
Keep the 80/20 rule in mind. Your content should be at most 20% promotional. Everything else you share should either entertain, inform, or assist your audience.
As you check your alerts on Socialdraft, you can easily share content mentioning your brand, business, or industry with the click of a button. This is a great way to reciprocate when others mention you on Social Media.
Sharing other types of content is easy to do with Socialdraft. We’re set up just like a calendar. This makes it super easy to create content that is relevant (it’s much easier to schedule for holidays when you have a calendar in front of you). You can also drag & drop content to re-schedule it AND categorize it so you can re-use it later on.
5) Brainstorm new content and establish your future calendar
The time to think about tomorrow’s social media marketing is today, and you’ll need to be sure to dedicate a significant portion of your social media marketing task list to “future proofing” your marketing efforts as much as possible.
You don’t need to handcuff yourself too much (spontaneity on social media is essential), but you do need to have some idea of how you’re going to approach the days, weeks, and months in the future so that you are moving towards a clearly defined goal and not just kind of “wandering around in the wilderness”.
6) Monitor industry mentions
Keep abreast of trends and current events related to your industry so you can be an informed participant in discussions.
7) Check stats
One of the most important ways of determining whether your marketing strategy is effective is to analyze and crunch the numbers. With Socialdraft you can obtain analytics on most of your social media accounts. Check your follower growth, engagements, traffic type, etc. If you notice any changes or spikes, good or bad…check your social media account so you can figure out what went right and what went wrong.
8) Regularly initiate engagement
In order to expand your brand’s reach, make a regular and sustained effort to establish relationships with your followers, as well as people who are not following you. This is different from the engagement you took part in first thing in the morning where you answered comments. Now, you’re going to get out there to find people to engage. If you use the Socialdraft dashboard, you can use SmartID for this. It shows you the most influential people who have already engaged with your content in one way or another, tells you what they are influential in, and gives you their social media links so you can engage them across platforms.
9) Know your product inside out
Since most inquiries deal with a brand’s product or service, make sure that whoever is commenting and replying on behalf of your company is completely familiar with what your brand offers.
10) Weekly Team meetings
Get together with your team at least once a week to discuss new social media developments and fresh ideas related to your brand’s marketing strategy.
Today’s Social Media Managers are tasked with everything from publicity and advertising, to boosting brand recognition, and optimizing strategies to boost SEO for their clients. That makes staying current with social media news and trends all the more important.
But with scores and scores of blogs dedicated to social media marketing, it’s difficult to know which ones to follow. Therefore, to save you a lot of time and energy, we’ve compiled a list of what we consider to be the top 10 social media blogs that will help you learn what you should know about social media marketing.
Mark Schaefer, the founder and Executive Director of Schaefer Marketing Solutions, focuses on five areas: Marketing and social media strategy, Keynote speaking, Corporate training and workshops, Content marketing measurement, and Marketing transformation. Schaefer has appeared on the BBC, CNN, CBS News, and The New York Times.
2) Jon Loomer
Jon Loomer’s blog focuses on marketing tips for Facebook. Loomer provides tutorials and plenty of examples and tips to help you grow your brand and business. If you’re having trouble with any Facebook-related business, Loomer’s blog is the place to go.
3) Rebekah Radice
Rebekah Radice’s blog covers tips for novice marketers. Radice is an author, speaker and an award-winning blogger. Her blog appeals to people who want basic and intermediate advice on social media marketing and strategic approach to your campaigns.
Pinterest is one of the top drivers of organic traffic, and Oh So Pinteresting provides advice on how to be successful on Pinterest. Cynthia Sanchez launched the blog in 2012, and helps brands use Pinterest in their marketing strategies. Sanchez has recorded a number of podcasts on the topic of Pinterest and content marketing.
We here at Socialdraft think our blog is one of the top blogs out there for advice on a diverse number of social media topics, including top-notch tips on how to manage your marketing campaign via various social media platforms. We know their are many players in this market, and have studied and understand them. We listen to our users, and are constantly making any necessary updates and changes to our own platform.
6) Socially Sorted
Socially Sorted‘s Donna Moritz shares her expertise on all things social media. Moritz provides visually stimulating graphics and images with her posts and reminds readers of the increasing role of video in social media and content marketing.
7) Convince and Convert
Founded in 2008 by Jay Baer’s Convince and Convert is a company that provides advisors for companies in areas of digital marketing, with daily posts covering content marketing and social media. News and trends on marketingare covered in posts that appeal to new and veteran marketers alike.
RazorSocial, published by Ian Cleary, provides information on tools and technology in the social media and content marketing world. Blog posts are written by Ian Cleary and other experts, and are divided in the categories of “Blogging and SEO,” “Social Media Tools,” “Analytics,” and “Conversion Optimization.”
9) Peg Fitzpatrick
Peg Fitzpatrick recently co-authored the best-selling book “The Art of Social Media.” Fitzpatrick provides valuable tips on a several social platforms. Fitzpatrick urges readers to not simply repeat other content found online, but to stand out and master your unique voice.
10) Seth Godin
Seth Godin is an American author, entrepreneur, marketer, and public speaker. In May 2009, Seth’s Blog was ranked in the AdAge Power 150 as the number 1 marketing blog out of the 976 tracked. Godin is the author of 17 books. During its first two years of release, Purple Cow sold over 150,000 copies in more than 23 print runs. The Dip was a Business Week and New York Times bestseller. Godin offers simple advice and knowledge to his readers.
Jenn’s Trends has become a globally recognized expert in Instagram marketing and the forefront blogger on Instagram marketing. Her blog has won the prestigious award of being a Top 10 Social Media Blog three years in a row. Jenn has spoke at multiple social media conferences, teaching business owners the value of Instagram and social media.
12) Pam Moore
Pam is the CEO & Founder of Marketing Nutz, a full service digital marketing, social media and experiential branding agency serving entrepreneurs to Fortune 100 organizations.
Viveka von Rosen, creator of this blog, is known internationally as the “LinkedIn Expert” and speaks to executives, business owners, entrepreneurs, corporations, Legal Firms and associations on the benefits of marketing with social media, and in particular LinkedIn Author of “LinkedIn Marketing: An Hour A Day” for John Wiley & Sons, she is also a regular source on LinkedIn for prestigious news outlets such as Forbes, Money Magazine, Mashable, Ragan, SocialMediaExaminer, CNN and The Miami Herald.
14) Social Marketing Fella.com
Andre Bourque (SocialMarketingFella) is Editor Emeritus of Technorati. He covers emerging trends and news in social, mobile, cloud, and related technologies.
Futurist Brian Solis is a regular contributor to leading business and industry publications including Adage, Forbes, Wired, VentureBeat, , among others. Brian is also an official LinkedIn Influencer with over 500,000 people on Linkedin, Twitter and Facebook. As a sought-after speaker, Solis actively shares his vision and experiences through keynotes and presentations at conferences and events worldwide to help organizations understand and embrace the dynamics defining the rise of digital transformation, innovation, connected consumerism and digital lifestyles.
It can be a lot easier to succeed at business today thanks to the power of advanced analytics. In fact, analytics are the key to success in business. If you are not measuring your performance and comparing it to your tactics and business goals, you are probably going to end up with a failing business. Luckily, the Internet makes it easier than ever before to measure results and modify on-the-fly without a major investment.
At the same time, if you’ve never delved into this, you may not know how to get started on analytics. You may not be quite sure of how to make heads or tails of the information that you are able to pull from the analytics tools you’ve set up in the first place.
Hopefully we are going to be able to give you a little bit of an edge and advantage in this department. Analytics are important for business success today – maybe the most important factor – and you’ll gain an almost immediate advantage the second that you start taking advantage of the tools and tracking options available out there.
You’re looking to figure out how to get started on analytics, we’ve got a quick guide that’s perfect for you!
Outline your goals in advance
It’s going to be absolutely impossible for you to take advantage of anything that analytics has to offer without first outlining your specific goals, your specific target milestones, and the overall strategic push that you are interested in in the first place.
A lot of businesses really have a time succeeding today because they do not build goals into their day to day operations.
But unless you’re able to track and measure your progress you’re never going to know whether or not you’re doing the very best you can or absolutely flopping until it is too late.
With your goals outlined, you’ll be able to plug those details into a much every analytics tool out there when you figure out how to set up your analytics – and from there tracking becomes almost effortless.
Your goals need to be very specific. I want to make sales is not a goal. Your goals should look like this:
- Increase sales 30% over last year
- Increase TAT score by 15%
- Increase Click thru to website by 5% from Facebook
- Increase targeted Twitter followers by 900 per month
This means that you need to measure last year’s performance in order to accurately plan your social media strategy and analytics. Create spreadsheets and update them on a monthly basis.
Take advantage of advanced metrics and tracking
At first you may feel that you are a little bit overwhelmed by all of the different advanced metrics and tracking options available out there, but don’t worry – everyone else that gets started with analytics feels the exact same way!
The important thing to realize is that you now have a lot more control over your business than you ever would have had before. You’re going to be able to really analyze every single part of your business, and will be able to streamline and systemize things that could use a little bit of improvement and push resources into those areas that are already crushing it.
Resources you can use for advanced metrics:
Google Analytics: The link here is to Google Analytic’s own school. Once you’ve gone through their basic training and set up your analytics account, you will be able to get statistics and basic analytics that you can use towards improving your search engine optimization (SEO) and marketing purposes. It is a freemium model, so until you become a whiz, you can use it for free and get a lot of benefits from it.
StatCounter: It is another freemium service that works of a code that you add to your website. It gathers anonymous information on your website visitors in almost real time. It is a great alternative to Google Analytics – and albeit not as robust, can be a great option for those looking to get started in their analytics journey.
Why do we start off with these two analytics methods that seem so SEO based? Because you will need to measure the traffic that your social media posts are driving to your website. Unless your only goal is brand awareness (it usually rarely is), you will want to measure just how much traffic social media is sending your way. You will also want to measure which networks work best for you so that you can concentrate your efforts there, so one of the two above should absolutely be a part of your analytics arsenal.
With advanced metrics you’ll be able to know:
- Exactly what social network customers are coming from and where they are going
- Whether or not your marketing and advertising campaigns are working and why they may or may not be
- Exactly how much each prospect is worth to you and how much each customer spends over their customer lifetime
… And that’s only the tip of the iceberg!
With advanced metrics, you are going to get an almost unfair advantage over your competition – especially if you figure out how to get started on analytics before others in your market wise up to the power that these numbers have to offer.
Resources you can use for light metrics:
Bitly: Bitly is a URL shortener that gives some awesome analytics. Bitly lets you visualize the traffic to your link as well as that of others that are going to the same content. It gives you stats per hour, day, week or month such as total clicks, total clicks on all bitly links to that same content, and the percentage of the total clicks that came from your bitly link. It also tells you what social networks are driving traffic to your link (this is my favorite stat from the service), and where your clicks are coming from. It’s very easy to understand. We’re big fans and have a bitly partnership so you can use your branded bitly on Socialdraft.
Klout: This site measures your social influence. It is easily gamed, so don’t use Klout as the be all of analytics. We recommend you use this as a quick tool to measure the health of your account. If your Klout drops, then you need to dig into deeper analytics to figure out what is going wrong. Check out your Klout weekly just to make sure you’re on the right path.
Socialdraft: Use socialdraft to measure your follower growth, analyze your demographics (gender, age, and geo-location). Take look at your Facebook engagement, is it increasing or dropping? All of this is outlined in Socialdraft’s reports. They can be downloaded as PDF’s so you can send them to clients and collaborators. These are some of the many things that Socialdraft reports offer you:
Facebook Report Details
- Total likes, new likes, dislikes
- Page top views
- Page impressions
- Gender impressions
- Page views per day
- Post reach per day
- Impression demographics: age and gender
- Location: top countries and top cities
Facebook Report Details
- Followers, listed, favorites
- Daily Interactions
- Audience demographics: age and gender
It is absolutely mission critical for you to take advantage of the analytics information that you are pulling from every and any tool available as soon as possible, and the Internet makes that a lot easier than it ever was before.
You’ll be able to adjust your marketing, your advertising, and pretty much every other component of your business on-the-fly, looking for new ways to improve your systems and operations to build the most profit into the back end. For example, you may see that Facebook is driving 4% of your website traffic, while Pinterest is driving 15%. This means that you need to focus your marketing efforts on Pinterest, an do a deep dive into Facebook to see why your marketing efforts there are not working as well. It could be anything from demographics, messaging, etc…but you will never know unless you measure results.
Seriously, this is like having a crystal ball for your business and makes your operation a lot more predictable. If you’ve ever thought about selling your business or are looking to cash out later on, this kind of information is going to be invaluable.
Always look for new elements to test
Lastly, you’ll want to make sure that you are always looking for new elements to test, new combinations to try, and new approaches to “steal” from other industries.
Testing is the name of the game, and when you’re able to optimize your operation, you’re going to be able to leap forward far beyond your competitors without any real effort at all. This is all possible by figuring out how to set up your analytics ASAP!
PS – don’t forget to create awesome Social Media reports. Click here for our advanced reporting how to.
Short answer is as much as you want. The right answer is as much as you can prove your worth to your client. We’ll delve into just how much people and firms charge for Social Media Management, but before that…let’s go over a few things.
It’s no surprise that we live in the middle of the most competitive business environment in human history.
Anyone (and we mean anyone) with nothing more than an idea, a laptop, and a connection to the Internet has the ability to create their own global business from their living room, this has forced every industry to become smarter and more strategic with their online marketing.
This has had a three-pronged effect.
- On the one hand, it has helped small business owners better understand the value and importance of intelligent advertising and measurable marketing.
- On the other, it has created a tremendous demand for strategic social media marketers and those that understand how to “make it rain” with the power of the Internet.
- It has also resulted in many people devaluing the skills that go into Social Media Management.
If you are looking to dive headfirst into the world of social media marketing, and if you are serious about transforming this into the career opportunity of a lifetime, there are some things you’re going to want to focus on.
The importance of social media today?
There can be no argument that social media is one of the most important components to any marketing strategy these days.
Business is literally live or die by their ability to interact with their customers online, and as the Internet and portable devices become even more tightly woven into the fabric of purchasing decisions, social media is only going to become even more important and even more valuable.
This is big trouble for “old school” business owners that didn’t grow up with social media and aren’t really sure of how to unlock all of the leverage it provides.
What an opportunity for social media marketers!
How much can I charge for social media marketing?
There are a lot of social media marketers out there that charge flat rates for the work that they provide – maybe between $300 and $2000 a month or so for their social media services – but the really smart and savvy marketing experts understand the value they bring to the table and charge accordingly ($5,000+).
It isn’t at all uncommon for a salary for SMMs (social media marketers) to be in the mid to high six figures, especially if they are running their own operation and have between 15 and 20 clients paying them on a monthly basis.
In fact, it’s absolutely possible to hit $100,000 a year in your first year of being a social media marketer – especially if you’re able to prove (tangibly) all of the big benefits you’re able to bring to the table. Let’s break it down:
- You need to make $8,333 per month.
- Charging $2,000 per client, that means that you need 5 clients to reach this net goal.
- This will yield $20,000 extra that will most likely go towards some of your costs (we’ll discuss costs later in this post).
The key is to offer solid reporting, have clear communications, and clear goals so that you can charge enough to pay for the tools and team members necessary to run a proper social media campaign for your clients, somewhere between $2,000-$5,000 per month per client, depending on geographic location (an SMM in NYC will be able to charge a lot more than one in say Idaho because costs will be higher).
Costs to Build Into Your Pricing
You need to keep in mind what your costs are, because software can take a big cut of your earnings. If you use Socialdraft, you’re in luck – because we’re a scheduling dashboard with reputation management, task management, AND reporting. Here are some prices you’ll need to consider:
- Social media scheduling dashboard
- Social report dashboard
- Task Management Dashboard
- Website (development, SEO, content marketing)
- Ads (cost to acquire customers)
- Content marketing
- Invoicing system
- Support system
- Equipment (smartphones, tablets, cameras)
- Internet costs
- Your own social media efforts
- Lunches/pow wows/client visits
How much do community managers get paid?
Community managers are similar to social media marketers, with one major difference – they are usually “in-house” individuals that focus on one client and one client alone.
A lot of savvy businesses are starting to discover the power and leverage in creating their own digital community, and many of them are looking to build their own networks with the power of social media.
The reports vary. Some report that community managers pull down between $50,000 a year and $100,000 a year (sometimes more). Payscale.com has a lower estimate of $48,000 to $78,000. Mondo Digital puts their social media marketers between $60,000 to $88,000.
Salary really depends upon the kind of industry that the community managers are working in (financial, tech, vs. lifestyle) as well as their geo-location. It’s doesn’t exactly have the same kind of potential salary for SMMs, but it’s certainly far outpacing what people expected those that “fiddle on social media” get paid.
Getting your start in social media marketing or community management
It seems a little counterintuitive on the surface to say that the smartest way to get started in social media marketing or community management is to start your own operation or firm and dive right in – starting at the finish line, in a manner of speaking – but that’s exactly what you’re going to want to do.
Because this market is so competitive, you’re going to need to prove to your potential customers and clients that you not only know exactly what you’re doing but that you also understand how to produce real and tangible results for them.
Start your own operation, start small with local clients, and then grow from there. You’ll be surprised at just how much you’re able to learn on the fly, and you’ll also be able to build your financial future from the ground up.
Here is a Google Sheet with video from our own Antonio Evans on how much to charge for social media Management. This is from a survey of over 100 SMM in the industry:
Here is the spreadsheet:
Conducting searches on Twitter is a great tool for monitoring various Twitter interactions related to your account, and a powerful way to discover what people may be sharing your content. You can also find any keywords relevant to your brand, your own mentions, and much more useful information that is a gold mine for brands and marketers. But the key in obtaining this valuable information is knowing how to search for it.
Twitter offers users a few different ways to conduct basic searches. One is a web search and another is with the mobile app search. It is with the Advanced Search feature that you can obtain the most powerful results.
Advanced Search is accessable when using Twitter’s web search and can be directly reached at:
With Advanced Search there are more than 12 different ways to search, and filter Twitter’s tweets and profiles. In addition to the Advanced Search, on Twitter’s search results page, you can filter results by media type, profiles, and more. You can also do advanced searches from any Twitter search box by using a combination of Twitter search operators.
Navigating on the Advanced Search Page
Here is a breakdown of the various headings and search bars under each of those headings on the Advanced Search Page.
All of these words:
Enter two or more words in this field and you’ll see tweets that contain those terms. You can search for one or more phrase by using quotations to separate each.
This exact phrase:
Search for a phrase, and names or quotes.
Any of these words:
Use this field to search for multiple words.
None of these words:
This filed will remove tweets from your search results that contain the words or phrases you enter.
Check on hashtags.
With this field you can find tweets in any of Twitter’s supported languages.
From these accounts:
This will show you tweets only from the account’s you add.
To these accounts:
Enter the username of accounts to see tweets sent to them.
Mentioning these accounts:
Enter an account name in this field to see tweets mentioning your chosen usernames.
Places & Dates
Near this place:
You can see tweets sent while a person was in a particular area.
From this date to this date:
Search for tweets between two dates.
Keep Track of Your Company’s Reputation
With Advanced Search you can check on your brand’s reputation by:
1) Locating news about your company
After running your Advanced Search, select “News” from the More options dropdown to show all results that contain a link to a news site.
2) Find happy and un-happy customers
To include sentiment filters in your search, include the relevant box over on the Advanced Search page or add a happy or un-happy emoticon to the end of your search term.
3) Filter out competitors
If you want to filter out any results mentioning competitors of yours, you can do so by adding their username and URL in the “None of these words” Advanced Search field.
4) Monitor mentions of your company
Advanced Search allows you to monitor mentions of your Twitter account and Tweets that include your URL.
You Can Also Conduct These Assorted Advanced Searches
1) Find accounts by keyword and location
Combine keywords with a location to locate accounts or businesses within a certain area.
2) Find people to follow
If you’re looking to find new people, you can run a search on a keyword or phrase and then filter Accounts that match those keywords.
3) Filter Tweets from only people you follow
Twitter search allows you to filter Tweets from only people you follow.
4) Search your competitor’s tweets
Using Advanced Search you can filter tweets from any account for selected keywords by using the All of these words and From these accounts fields.
5) Find out what people are saying about competitors
In order to check out what people are saying about competitors, add their company name and URL to the All of these words bar.