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.
You have been working hard and finally, you feel like you have a strong social strategy. You’re feeling ready to work on interactions, but how do you decide who to interact with? The answer is customers and influencers. You know who your customers are, but now you’re asking yourself: what exactly is an influencer? Today we will discuss what makes a real influencer as well as how to identify social influencers so that your time and money spent on influencer campaigns are well spent.
How to Identify Social Influencers
An Influencer is someone who is considered an authority in a particular topic. They talk (or tweet, or post) and people listen…and click…and buy. They are trusted people on social media. Influencers can spread you message to a very targeted audience.
What exactly is an Influencer and how do you approach them?
An Influencer is a person who has a significant impact on a niche area such as organic foods, dating services, medical devices, and revolutionary software. An Influencer may also be associated with consumer groups, or industry and trade associations. An influencer can be, but is not necessarily someone with a large social media following. That can easily be faked. An influencer has a targeted, engaged audience that converts.
More Followers Does Not An Influencer Make
One common misconception regarding influencers is that the more followers they have, the more influence they wield. What really matters is an influencer’s level of engagement, and Domain Authority – or how well a website ranks on search engines. Someone with 1 million followers or fans may seem influential, but if those followers are fake or not engaged and they do not convert, they aren’t truly influencers. You are better off working with someone with a following of 1-10k followers who actually convert. You need to look at the entire package. Social media reach, website traffic, and most importantly – engagement and conversions.
The same principle applies to Twitter-Instagram-Facebook — it’s not the number of followers an Influencer has but rather the highest engagement rates an account has that will have the most influence on amplifying your content and increasing your chances of achieving a call to action (ROI).
Questions to ask yourself when looking at Social Media Influencers
- How active are they?
- How often are they posting?
- Do they reply to comments?
- What is their engagement rate?
- What social networks do they get the most engagement in?
- Do people ask them questions?
- How many retweets are they getting & who is retweeting them?
- What is their website traffic & where is their audience?
- What is their average time on page?
How to Approach an Influencer: First Establish a Relationship
When focusing on choosing an Influencer, make sure they are enthusiastic about your area of interest, and above all, don’t contact an Influencer without first attempting to establish a relationship by following them, helping them and sharing their content.
Social media is a give and take. If you want to work with an influencer, show them that you want to build a mutually beneficial relationship.
When you start, start with smaller influencers. They will be more open to collaborations, will charge you less for those partnerships, and because they are smaller will put great focus into your agreed upon
This is just like real life. You don’t just walk up to someone and ask for a favor. You first introduce yourself, make small chat, maybe do them a favor and then you can ask for a partnership.
Tools to Find Influencers
The functionalities of these tools are incredibly simplified to fit just this topic and are a good place to get started, but remember to ask for analytics from their social media accounts so you can be certain they don’t have inflated numbers.
Buzzsumo allows you to search influencers on Twitter, filter those results, and export them as CVS or XLS so you can grind and get some more work on them.
Followerwonk comes to you from the people at Moz (an awesome resource). The search engine allows you to identify influencers and sort them.
Keyhole works alongside hashtags. It helps you to identify influencers as related to hashtags. You can see top conversations and content.
Traackr is a premium category of service that is billed as an influencer marketing and analytics platform, Traackr helps you discover influencers, get social media insights, and figure out how best to connect. Features include an influencer search engine, profiles, dynamic lists, share of voice reporting, sentiment analysis, and trending content. PR, communications, and marketing pros use this service.
Kred: A product of PeopleBrowsr, Kred is a paid influencer measurement tool that promises to help marketers identify, prioritize, and engage influencers. It offers a rewards service that will connect marketers with influencers, as well as audience engagement analysis, influencer leader boards, and email marketing. KredStory is a consumer application for curating and sharing on social networks and analyzing your own social media activities; it also offers each user a Kred score.
What to Do Once You Have Chosen Influencer Tools
Once you’ve selected your tool (or tools), you can get down to the nitty-gritty.
1. Identify the influencers that have the biggest reach (most followers).
2. Compare: compare influencers with the most engaged followers – do any of these overlap? Are any of these already in your social circles?
3. Identify those influencers that are not currently interacting with your brand – this is where your opportunity lies.
Connect With Influencers
Now you have your targets and you need to get to work. it’s time to work on your message, strategy, ROI measurement, and brand KPI. Take time to review the content that your target influencers respond to, what time gets you the most interaction and what topics pique their interest.
Give a Little, Get a Lot
People tend to like gifts and bribes. Sorry to put it so bluntly, but if they get a little something from you they will be more likely to interact and amplify your message. I’m not talking about dollar bribes or gifting bribes. People on social media are looking to get the same exact thing you are: social influence. Engage with their posts, amplify their message, and take part in conversations to increase the chance that they will reciprocate. Create lists when possible and add these influencers to your content calendars.
Give a Lot, Take a Little
Instead of “gimme, gimme, gimme” it’s “give, give, give”. Yes, I know it sounds redundant to the above paragraph, but content, access, engagement will get you noticed and will get you love. Make sure to post unique, fun, relatable, shareable content that serves your community (and your target community of influencers). Make it easy for them to share your content. This is easy to do with Socialdraft app where we help you find image content and we offer easy scheduling options via CSV and regular posting. The more you post, the more influential you will become.
Social media does not only exists on social. Don’t be afraid to reach out to people via email, linkedIn, etc in order to make connections. Are you a winery looking to grow their reach, message your sales reps and ask them to share your social stats with their clients…but make a promise (and follow through) on reciprocal likes, follows, and content amplification.
Maybe you’re a restaurant in town. Stop by the jewelry shop next door. Offer to create a discount for anyone that shows a receipt from their shop on the same day. Then collaborate to blast this out on social media. you will both benefit.
The opportunities are endless – it just takes a little creativity and reaching out.
How to run an Instagram Influencer Campaign
Among the many great attributes of social media are the free tools available that allow users to measure the performance of marketing campaigns. With the help of these tools, you can determine which posts were the most effective, the best time to post, and obtain crucial insights in forecasting trends.
Since most small businesses don’t require expensive social media analytics platforms, we’ve assembled some of the best tools and platforms that are available for free. If you have more complex needs, like managing multiple social networks, or if you collaborate with others on social media and want to keep your accounts safe, check out our dashboard. It’s affordable with only 3 levels of pricing, no hidden fees, and tons of goodies like CSV posting, Instagram implementation, and a drag & drop calendar.
A LIST OF THE TOP FREE SOCIAL MEDIA TOOLS
1) Google Analytics
Allows tracking of how many clicks your website gets from your social media posts. This is essential to anyone doing internet marketing or running a website. Everyone needs to be on Google Analytics.
2) Facebook Insights
The best way to analyze your Facebook pages’ reach, influence, and engagement. Spend time to really get to know Facebook analytics, if you manage clients – a full understanding here can really lower your client turnover.
To create infographics, one of the best tools if you’re active on Instagram.
To make sure a username is free across all channels. This should be used by any and all businesses.
To track the analytics of a link (we love Bitly so much, we’ve incorporated it into our dashboard).
Allows you to make “recipes” of various social media strategies. It’s a fantastic tool, especially when combined with Socialdraft.
To see which social sites give the most interaction.
To view social profiles in Gmail inbox, a fantastic add-on especially if you’re in sales.
Suggests content, whether it’s a video, article, or infographic, that you should share with your audience.
10) Twitter Analytics
Provides a 28-day overview of how your tweets have performed in all the major engagement areas—retweets, mentions, favorites, and clicks.
Social media is all about images & Canva is not only ridiculously easy to use, it’s also free!
If you work remotely, this is a fantastic way to hold meetings with others in your team, clients and even potential customers.
The Best Paid Social Media Tool
Although these are awesome free social media tools, sometimes it’s worth it to pay for one awesome tool. That’s Socialdraft, your all-in-one social media dashboard. With Socialdraft, you can:
- Schedule posts to Facebook pages, Twitter, LinkedIn Business Pages, Pinterest & Instagram
- Collaborate with team members
- Give these team members different permissions
- Schedule reposts from Instagram to all your connected social networks
- Pull reports for Facebook and Twitter
- Schedule posts in bulk
- Schedule recurring posts
- Duplicate posts
- Pull reports
- Keep an eye on your online reputation
- and tons more
If you’re ready to take Socialdraft for a spin, take us for your Socialdraft risk-free-trial today!