In a recent social strategy sit-down with a new client we discovered something amazing. Reluctanty, it was admitted that the social reins had been handed over to the CEO’s 17-year-old son. This may not be a bad idea if your target market is the high school crowd (theirs isn’t). Having a teen manage your tweets has its pitfalls, but we have to admit, there is a bit of risk-genius here, too. But that’s another story for another time.
Their resignation of social control came from a common brand pain-point: Social media takes too much time. Keeping up with trends, algorithm changes, community and competitor conversations and sourcing quality content can be all-consuming. But there are ways brands can better manage the 24/7 nature of their social storefront:
- Perfect One Platform: It may be tempting to have a presence on every social channel but, unless you have a dedicated social team, stick with one or two that fit your brand and your Buyer Persona. It’s better to manage and master one social network than have a half-hearted presence on many. If you aren’t sure where to find your target audience, our Buyer Persona Template will help you pinpoint where you should be present.
- Real ROI: Measuring ROI is the No. 1 challenge for businesses big and small. We all want to boost the bottom line, but it can be hard to measure how your community on Facebook or Instagram is converting. Skip the vanity metrics and focus on setting action-based goals that can be measured. A few examples could be:
- Newsletter or offer sign ups
- Offer downloads
- Website visits
By having clear and measurable goals, you’ll be better able to determine what your social media efforts are worth.
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- Schedule Savvy: With your goals defined, you need to set out a posting schedule and determine the type of content that fits your feed. Focus on creating and sharing content that is educational, engaging, and addresses one of your Buyer Personas’ needs. The best way to do this regularly is to keep a shared drive of images and links that you’ve sourced, so you aren’t left scrambling when its time to schedule. Keep your brand-bragging to a minimum and watch metrics to determine the right mix of sharing and promoting. If you’re not sure of your community’s perfect media mix, start with the 10-4-1 Rule.
- Awesome Automation: If you aren’t using a social media scheduling service like Hootsuite or Buffer, it’s time to start. Not only do these services make scheduling regular posts a breeze, but they also offer detailed analytics that help pinpoint what’s working and what needs work. One thing these services don’t replace is real human interaction. Social media is not a set-it-and-forget-it strategy. So, even if you are using a service, be sure your team is still scheduled to check in regularly, answer questions and engage with followers.
- Measure & Modify: The trick to surviving on social media is to use the stats to get smarter with your strategy. Schedule time with your team to go over the analytics and make adjustments to the content. If the GIF of the cat did well, schedule something similar and see if your community responds well again. Over time you’ll see what works and be able to say bye-bye to those social media migraines.
Do you have a social media survivial tip? Leave a comment below; we’d love to hear it!