SOCIAL MEDIA MANAGEMENT
SOCIAL MEDIA MANAGEMENT
Julie Talenfeld, President, BoardroomPR
Social media is the gateway to reaching people all over the world, but sometimes we need it to reach people in our own communities. In a catastrophe such as a hurricane, flood or tornado, platforms such as Facebook, Twitter and even Snapchat are perfect for getting news out quickly.
Not everyone has access to a television. Stay in the know by setting up your local television station’s weather updates to be sent straight to your phone. You can also join in on live breaking news press conferences, and engage, in real-time with others.
The comment section is perfect for opening the lines of communication. You can easily share altered traffic patterns, where gas lines are long and which stores still have water, non-perishable food, and batteries in stock. This can be done by joining local community Facebook Groups or downloading apps like GasBuddy.
Even after the storm, safety is still a top priority. Take advantage of those local community Facebook groups to help your neighbors avoid danger by sharing where powerlines are down, what stores are open and where evacuation shelters are located.
Let loved ones know you’re safe by using the Safety Check feature. Remember, with no power, cell phone batteries can leave you with no connection to family and friends out of state, but if you can log in quickly, you’ll leave them with an eased mind.
Snapchat allows people all over the world to tune in in real-time. What’s happening in one neighborhood, might not be in another, so it’s another great method to help people avoid danger.
Facebook and Snapchat are also good platforms to store pictures of your personal items, home and car. Take pictures and store them in a private album on Facebook or save them to your Memories on Snapchat. Even if you lose access to your computer or phone, you’ll still have access to these pictures for insurance purposes.
From a business standpoint, social media is a convenient way to keep the public updated. Post to your page to let people know you’re back in business. Even if you aren’t, it’ still a good idea to keep customers updated on your status to help avoid an unnecessary trip out of the house. Insurance agents and doctors can share important quick tips on what to do if you have a flood or other property damage. Doctors can share which medications to have on hand, or what to do if someone is seriously injured.
Remember, your safety is a priority. A simple tweet or Facebook post can mean the difference between life and death during a natural disaster.
Jill Kurtz, Owner, Kurtz Digital Strategy
Facebook, Twitter, Instagram, and other social media have become part of every aspect of life. What does that mean for small business owners? Collectively, these and other online marketing opportunities present great opportunities for every kind of business.
Start by Thinking Social
There is a reason that these platforms are called social media, rather than “selling media” or even “marketing media.” People connect on social media because they want to connect with other people. They want to be social!
Studies have shown that people on social media are open to connecting with businesses and brands. However, they still want the connection to be relationship based. This means more than just pitch and sell–it means creating ongoing conversation.
The Social Brand
Businesses that are successful on social media put relationships at the forefront. The invite and engage in two-way conversations with the people who connect with them.
What do social brands look like?
What’s the ROI?
So, what’s the return on investment here? It’s the same ROI offered by every client or customer who comes back to do business with you again or who tells their friends about you. As a tool for building relationships, the ROI of social media is found in the long-term benefits of those relationships.
In the same vein, social media success is not about the size of your fan base on Facebook and elsewhere. Success is found in connecting with the people who are your customers and potential customers so you can nurture relationships with them. When you connect with the right people and have an ongoing give and take that benefits both the person and the business, you have found the ultimate success as a business on social media.
Wendy Glavin, Founder and CEO of Wendy Glavin Agency
Today, social media is well-known throughout the world. In the year 2000, 100 million people had access to the internet but social media was a fad. Throughout the year, we’ve been hearing a lot about the negative effects of social media, including addiction, social isolation, and idealization.
“The American Academy of Pediatrics has warned about the potential for negative effects of social media in young kids and teens, including cyber-bullying and “Facebook depression.” But the same risks may be true for adults, across generations.” – Forbes, June 30, 2017: https://www.forbes.com/sites/alicegwalton/2017/06/30/a-run-down-of-social-medias-effects-on-our-mental-health/ – 7d07ba4a2e5a
Then, there’s the issues of fake news, free speech, the public’s distrust of the news media, brands, institutions, and widespread concern about our democratic ideologies.
But, during Hurricane Harvey social media has become a lifeline. “Hundreds of stranded Texas residents sought help on Sunday by posting on Facebook and Twitter. They tweeted their addresses to emergency officials, and organized rescue missions through Facebook groups. We have seen this kind of web-enabled emergency response in other countries before, but never in the United States on this scale.” CNN, August 28, 2017: https://money.cnn.com/2017/08/28/media/harvey-rescues-social-media-facebook-twitter/index.html
Houston residents, police, local and national government officials, volunteers, broadcast and print media are using social media as their core means of communications. “And what’s fascinating is that this is not emergency services experts creating strategic systems to rescue people,” said Karen North, a professor of social media at the University of Southern California.
The U.S. Coast Guard suggested people call Houston Command Center, instead of posting on social media. But, residents complain about busy signals, and being kept on-hold. North said, “This is evolving organically … Not only can people reach out to 911 but to friends and family elsewhere who can not only reach out to 911 but directly to rescuers in the location where the person needs help.” – Associated Press, August 28, 2017: https://nypost.com/2017/08/28/harvey-victims-are-using-social-media-when-911-fails/
Like everything, there are pros and cons. But, the use of social networks is not going away and it’s expanded exponentially. It’s transformed how we interact, the way we do business, how we get our news, and other information, and has helped interconnect under-developed nations throughout the world, and more.
Some of the disadvantages are bullying, hacking, scams, frauds, addiction, anxiety, depression, fake news, and more.
Like a sword, social media cuts both ways. We decide how to use it.
Vilan Trub, Business Wire
The digital revolution has brought upon a whole new world of platforms and analytics. Although it can get confusing when scrolling down a long list of numbers, it’s important to pay attention because some of those numbers can help amplify your social marketing efforts. The key is knowing which metrics matter most.
Conversation highlights include:
When asked why measurement matters in social marketing, Serena described the qualities that make social platforms unique and offered a glimpse into just how jarring the digital revolution is when compared to previous tech used for communications. She explained that “the ability to access such granular data so quickly, combined with the real-time nature of social discussions, means you can modify your programming instantly when the data suggests you need to pivot.”
The term clip counting is a relic of the past and results are expected instantaneously today, and the reason is because everything moves so quickly. Nowhere is this more evident than on social media platforms. Find out how to maximize efforts on social media by utilizing the right measurements.
David E. Johnson, CEO, Strategic Vision PR Group
Social media drives narratives. That cannot be emphasized enough. And it is particularly true during a crisis over customer service. More and more dissatisfied customers are taking to Twitter, Facebook, and YouTube to express their displeasure over poor customer service or what they view as poor quality products. A case in point happened with the Twitter war between conservative author, Ann Coulter and Delta Airlines.
Coulter’s problems with Delta began, after the exit-row seat she reserved on her flight from New York to West Palm Beach was given away to a fellow passenger without any “explanation, compensation or apology” she claimed on Twitter. Delta’s social media team reached out via Twitter apologizing to Coulter and offering to compensate her the extra money she had paid. But that wasn’t the end of the Twitter war heard around the world. Coulter took again to Twitter attacking Delta, its employees, and even the passenger who took her seat. Delta responded to her via Twitter defending its employees and passengers. The feud between Coulter and Delta was picked up by the news media and is still ongoing. Yet it raises the question in this social media driven age in which every tweet and post is analyzed, how should a company respond when under attack via social media?
These are some things a company should do and remember:
1. Respond to the complaint. Ignoring it will only make the customer angrier and lead to others on social media joining in. Like Delta originally did, acknowledge a mistake if it was made, offer an apology, and finally offer a resolution. Always act as if your response will be viewed by the entire world because with the power of social media it probably will be.
2. Stand up for the company if you are unfairly accused of something. In the case of Delta, the company stood up for its employees and passengers when Coulter’s tweets began attacking them. This showed a humanizing face for Delta and allowed the company also to stand up against false allegations. They also remembered that part of their brand identity is their employees and they defended that brand DNA that was under attack.
3. Use humor and class in admitting a major mistake if possible. Social media can be abusive and snarky. If admitting a mistake, a company is always smart to use some self-depreciating humor in its response and take the high road. Anything else will make the social media crisis worse.
4. Have a social media team that responds 24/7. Social media never rests and that why a company always needs to respond right away or else the social media firestorm will grow.
Social media complaints are never-ending. The key for companies is to respond to each in a way that it is one and gone. Failing to do so will ensure that the complaint becomes a full blown crisis on social media and then in the traditional media causing extreme brand damage.
Nora Jacobs, SVP, Hennes Communications
Indiana Republicans have learned that social media is not as easy as it sometimes looks. We suspect the individual who came up with the idea of generating support for healthcare reform by soliciting criticism of Obamacare on Facebook has spent some time in the woodshed as a result of this ill-conceived campaign strategy.
As various news outlets have reported, the Indiana Republican Party’s attempt to surface “Obamacare Horror Stories” backfired hugely, prompting a flood of testimonials about ACA insurance providing treatment for conditions not previously covered. Within two days, the post soliciting the horror stories had elicited 7,500 comments and been shared 5,400 times – most commenting in favor of the ACA. Republicans countered by noting that the campaign had been hijacked by Democratic Party affiliates and that most Hoosiers want Obamacare repealed.
That position may be borne out by the party’s research, but didn’t anybody think this might happen when the social media team dreamed this up?
Some quick online research might have helped. A simple Google search of “social media campaigns that failed” returns at least 29 pages of stories about organizations that miscalculated the loyalty of their followers and overlooked the skeletons hiding in their corporate closets. There are more examples of big-time fails than one can justify reading – even if social media research is your official job.
For instance, if Indiana’s Republican State Party staffers had bothered to look, they might have run across this Twitter campaign, launched by the New York City Police Department, encouraging followers to tweet and tag photos of New Yorkers engaging with the City’s finest using the hashtag #myNYPD. Instead of civilians capturing friendly encounters with officers, posters shared photos of individuals being roughly detained, threatened with violence and other less than desirable images.
An older, but now legendary miscalculation comes up regarding this attempt by JPMorgan Chase to host a Twitter Q&A with its vice chairman designed to engage young graduates looking for a career in the financial industry. Wits and wags quickly hijacked the event to provide sarcastic commentary on the faults of big banking – not the audience the company hoped to attract. (For a thoughtful analysis of the perils embedded in social media and the rules of the road that JPMorgan ignored, read this piece from The New Yorker.)
The lesson from all these examples: Social media engagement can be a high-risk undertaking and campaigns designed to win friends and buttress brands deserve careful vetting before they are launched. Some questions to ask might include:
How do people currently view our brand? Do we have a reservoir of good will with the marketplace or have we failed to deliver on our brand promise? Are we vulnerable to criticism for things we have done, or things we have not done?
Have we been in the spotlight for mistreating employees, customers, vendors, neighbors or the environment? Does our record of corporate social responsibility stand up to the glare of a bright light? Have we apologized for past mistakes and have we established a record showing that we’ve changed? Is there enough distance between our past mistakes and this initiative to allow it to succeed?
Is our business in a category under siege by regulators, activists, the media or mothers of young children? Even if we’re innocent of the category’s sins, do we want to raise our profile right now?
Is this initiative a true reflection of our brand, or are we trying to be something we’re not? Is this effort sincere, or simply an attempt to camouflage who we really are?
Is this an effort to deflect criticism or draw attention away from a legitimate issue associated with our brand? Are we trying to use the “bright shiny object” strategy to shift the narrative?
Do we have known critics or adversaries? Are they savvy social media users?
If these questions make you hesitate, you may want to rethink your strategy. Better to subject your concept to some sincere soul-searching before you create that hashtag than to join the ranks of the epic social media fails that live forever thanks to Google Search.
Date: Mon, Jul 10, 2017, 7 pm
Price: from $30.00
Social Media are great tools for business development, publicity and revenue generation, yet many small business owners do not take total advantage of these “free” tools. Jennefer Witter provides easily implementable tips on how entrepreneurs can use social media to their full potential. Witter has generated thousands of dollars via Facebook and has booked speaking engagements via LinkedIn, including an engagement at the Pentagon. She is author of The Little Book of Big PR: 100+ Quick Tips to Get Your Small Business Noticed, which has a chapter devoted to social media.
Meets 7-8:30 pm.
By Jill Kurtz, Owner, Kurtz Digital Strategy
Using social media means much more than posting content on one or more social channels. To see results, you need to be strategic.
Develop a social media strategy
The first step is always to develop a detailed social media strategy. Without a strategy you are just spending (wasting?) time with no purpose.
A solid social media strategy should outline your goals and the specific measurable ways you will work to achieve them. Your goal(s) should be specific to your business and can include brand awareness, generating website traffic, increased sales, or engagement around a specific issue or service.
The strategy should define the specific activities you will take. Take time to define the resources needed, how often each item will be done, and the content that will be leveraged. The more time you put into your strategy, the more success you will see with your social media efforts.
Mind your branding
Review your branding, including words, images, and colors, to ensure it is clear and consistent across all of your social media channels. Use your logo for your profile pictures and ensure all profile images reflect your business.
Create an editorial calendar
Structure to your posts by creating an editorial calendar. Define categories of content that will support your strategy and plan posts that target each category. Research dates and events that are relevant to your business and audience and plan content around them.
Using a tool that allows you to schedule your posts is a great way to save time and make sure you post according to yous plans. Hootsuite and Buffer are great scheduling tools. There are others. Find one that you find easiest to use.
Your social media activities should not just be about creating and posting your content. Respond to messages or comments from followers within a reasonable time frame. You can create template responses to help speed up the process. However, always ensure that every response is personalized in some way.
You should also be looking for relevant conversations that are happening without you. Search for keywords related to your business, industry and competitors. To help, try using tools such as TweetDeck, Hootsuite and Sprout Social.
Evaluate and measure
The great ideas you write into your social media strategy may be great or a flop. Take time to evaluate your activities. You should have written measures of success into your strategy. There can be unexpected measures too, like when a post generates a great deal of conversation. Make sure you take time to regularly assess your social media activities and adjust to maximize successes.
By Jill Kurtz, Owner, Kurtz Digital Strategy
Your social media strategy likely focuses on the things you should do. While it is great to focus on the positive, I see mistakes made every day on social media that can undo your efforts.
Keep these in mind and make sure you are not doing anything to ruin your attempts at creating relationships online…
Don’t Leave It to Chance
Being on social media is much easier than being strategic on social media. have a goal and a plan to get there. Don’t waste your time and risk disappointing the people connected to you by having no plan for what you have to offer.
Don’t Be Self-Centered
Never forget that social media is a relationship. Posts shouldn’t be all about you and what you want. Take time to listen to your audience and give them what they need. One way relationships are doomed to failure.
Don’t Share Old News
Your connections count on you to share your latest information in social. They don’t expect posts that cover things that the read about elsewhere last month. Whether the news is good or not so good, be forthcoming.
Don’t Ignore New Opportunities
When you developed your plan months ago, social channels were different. They change all the time, Be sure to leverage new opportunities to share and connect with your audience.
Don’t Be Too Polished
Your audience expects you to be authentic on social media. Ditch the corporate speak. Put aside the polished wording. Be real.
CommPro.biz Editorial Staff
Ryan Holmes, CEO of Hootsuite has released his book, The 4 Billion Dollar Tweet, showing how social media drives the global media agenda in politics, entertainment, or commerce.
Especially for leaders, if you are not very present and interactive on social media, it is like saying you don’t want a seat at the table. For many, according to Holmes, social is an afterthought or something left to others.
“For company leaders, not understanding social media now represents a serious business liability,” says Ryan Holmes, CEO of Hootsuite. “Being able to personally leverage platforms like Facebook, LinkedIn, and Twitter is a foundational leadership skill. The question is no longer if leaders can afford to be on social, but whether they can afford not to.”
“The elephant in the room for a lot of leaders is, ‘What happens if I make a mistake?'” adds Holmes. “There is no safety net, which is both the power… and the peril. We all make mistakes, but what sets true leaders apart is the ability to own them.”
The 4 Billion Dollar Tweet is a handbook for busy CEOs and company leaders. It’s meant to be a fast to read, like a Tweet, to keep readers up to speed on why social media matters — and more importantly, have a strategic framework for how to get started.
Social media analytics are critical to understand consumers, purchasing trends, and shopping behaviors in today’s highly connected and extremely competitive markets. More than ever, consumers have an ability to communicate with companies and one another about brands, services, and products, and to express their opinions and needs openly.
Companies and organizations that utilize social data and web and social media analytics are more likely to retain customers, and have an easier time building customer loyalty and brand recognition. This allows them to be able to create a more targeted and intuitive marketing campaign. Quantzig’s recent customer engagement insights show that web and social media analytics can help organizations reduce media costs by up to 15%, while simultaneously improving customer satisfaction by 20%.
Social Media Analytics Market Trends
As the Internet and social media continues to reign, monitoring brand perception, consumer opinion, and the effectiveness of different forms of advertising is allowing companies—especially those in the retail, industrial and manufacturing, and food and beverage industries—to greatly increase customer retention and satisfaction.
More recently, a global spare parts manufacturer was able to successfully improve customer awareness of one of their key products after collaborating with Quantzig’s social media analytics experts to better understand its target customer base and how to reach them. Many other manufacturers, retailers, and other companies are utilizing sentiment analysis, text mining, and opinion mining to understand how their brands and products are perceived by both existing and potential customers, and using the findings to optimize their marketing strategies.
Social media analytics can provide a wealth of valuable information to companies, including customer preferences, opinions, and perceptions of brands, products, and services. Analyzing posts on social media platforms reveals information that customers may not volunteer in direct surveys, and allows companies to access a wider and more diverse range of consumers.
The insights gained from web and social media analysis can be used to more effectively target certain customer demographics and helps companies to make their brands’ marketing and product awareness efforts more successful.
Leverage the collaborative power and accessibility of social networks to drive innovation within your organisation.
Samantha Scott, Business Operations, Idea Drop
Harnessing the power of collective thinking is the most effective way to maximise innovation output. In other words, the more minds, brain power and insight you can gather, the better. Crowdsourcing from within your organisation is great, but limited in comparison to the vast possibilities that social networks offer.
It’s no secret that research, collaboration and inspiration are the building blocks of innovation. Maximising collaboration and contributions from both employees and customers has been made easy through social platforms. With the potential to reach not hundreds, not thousands, but millions of customers, social media needs to be integrated into your innovation strategy. Here we share our tips and tricks for driving innovation with social media.
1. Filter and interpret consumer data
With information readily available at the touch of a button, gathering data and monitoring industry trends is cheap, quick and straightforward. However, you are not the only one with invaluable knowledge at your fingertips. The crucial difference is in how you monitor and use that information. Clever interpretation and fast implementation will give you the upper-hand in the battle to stay ahead of your competitors.
Accordingly, it is important not to base all business decisions solely on the feedback generated from social media. Instead use it as a guide to shape and tweak your product or service. Filtering out the golden nuggets of information from the considerable noise that permeates social networks is challenging but necessary and will set you apart from the competition.
2. Maximise crowdsourcing
Social networks provide a platform for all stakeholders of an organisation to get involved with the decision-making process. As a result, ideas will be generated at an unprecedented rate and the range of input will help to shape key business decisions. Furthermore, any challenges can be presented to this large group of people, making the problem-solving process easier than ever before. Ultimately, you should be building a network of collaborators who can continuously contribute to your innovation output and consequently achieve consistent business growth.
According to Daily Crowdsource: “Both crowdsourcing and social media owe their existence to the power of connections. When people come together to work towards a common cause, great things are born.”
Data-driven decisions are important in guiding the innovation process and you should utilise customer and stakeholder insights wisely. For example, prior to social media, the process for testing new ideas was convoluted and costly. With feedback now available on tap, use it to develop a new product or service by working in an agile way with fast experimenting, instant reviews and speedy amends. Get customers involved as early as possible and cut development time as a result.
3. Prioritise customer engagement
Consumer attitudes have shifted in line with the rise of social media and there is now a need to meet a set of new expectations. These revolve primarily around transparency and responsiveness – customers are all too happy to share their opinions and in return they expect to be listened to. As mentioned above, this feedback loop is at the heart of successful innovation.
According to MarketingSherpa: “33% of millennials identify social media as one of their preferred channels for communicating with businesses.”
In order to keep this loop running effectively, companies need to be nimble in their social media management:
Keeping your customers in the loop and engaged is key to driving innovation. Never underestimate the power of personal interaction with customers that social networks allow. Just remember to use it wisely and cautiously.
4. Leverage the accessibility of social networks
Social media is everywhere. It is so accessible, it is harder to avoid it than engage with it – whether you are in Central London or halfway up a mountain. This permanently switched-on culture means businesses have had to adapt. Now we are not suggesting you adjust your office hours to 24/7! Instead, you need to be persistently aware of your social network and ready to react. Flitting in and out of engagement just won’t cut it – innovation doesn’t wait for anyone, so don’t hang about.
You will never be short of inspiration when you have access to social media. Everyone hits an idea block every now and then; yet it needn’t be long-lived when there is a wealth of inspiration at your fingertips. Research trending topics and get a flavour of the hot talking points. Even better, monitor the social media activity of your competitors so that you never miss a trick. With astute research and agile responses, you will be able to stay afloat in a flooded marketplace.
Jill Kurtz, Owner, Kurtz Digital Strategy
Social media marketing isn’t just about setting up accounts and posting. You need to provide your customers with opportunities to interact with your business.
Through that interaction, you build relationships that keep them connected and engaged with you.
Here are three ideas for your social media marketing plan.
Be on Trend
What’s the latest topic or trend in your field? Are there questions that are important to your customer base?
Discuss these on social media. You can create your own content or share links to relevant content that has been posted by others.
Invite people to add ideas and comments. Open-ended questions create far better opportunities for discussion and debate than multiple-choice questions. Ask questions that your followers understand well enough to be able to contribute their opinions.
Find Time to be Real-Time
Personal interaction can be the best way to increase customer satisfaction. Choose a social-media platform, create an event or a hashtag and take the opportunity to live chat with your customers.
Offer troubleshooting tips about how to use a product or advice on how to get the most from a service engagement. Ask for questions and give thoughtful answers.
When you plan for live engagement, have content prepared. Be open to participants guiding the conversation, but you want to have content at the ready to make sure there is always fresh information to share to keep everyone interested.
Also consider inviting a few key customers or followers to be particularly engaged. They can help to keep the conversation flowing.
Connect it Together
Be sure to tie all of your content together. Your website should list all your social media channels. Your social media profiles should link to your website.
When you post content, make sure you are regularly posting items that link to content at your website and/or other social media channels. Help the people who are interested in you to find you every place you live online. Chances are they will pick one or two places to engage, but they will appreciate knowing all the choices of how to be connected.
Todd Grossman, CEO, Americas Talkwalker
When Pepsi decided to air an ad that focused on what appeared to be protests like those that have taken place nationwide over the past year, but solved all problems with a soda from a celebrity, the company clearly didn’t anticipate the amount of backlash that it would incur.
The now deleted commercial featuring Kendall Jenner connected Pepsi with words like Syria, WWIII and boycott in social media – probably not the plan that ad executives had in mind. Pepsi even earned a spot in a scathing Saturday Night Live skit this weekend.
According to international social media analytics firm Talkwalker, there have been more than 2.7 million mentions of Pepsi in social media in the past week.
While the top social post was Jenner’s own promoting the ad (which she has since deleted) with more than 2.5 million likes, today’s trending posts are using hashtags like #PepsiGate, #BoycottPepsi and #PepsiLivesMatter and look more like this Tweet.
The politically-charged ad attracted both sides of the spectrum, with discussion focused on the irony that the ad received more attention than the horrific gas attacks in Syria.
Additionally, a number of posts parody the ad with the news of the day, with the name Trump trending because it is mentioned in connection with Pepsi more than 77,000 times.
But nothing may be more powerful than this tweet from Bernice King, youngest daughter of Martin Luther King.
Every company can learn something from this situation.
By Jill Kurtz, Owner, Kurtz Digital Strategy
There’s no magic formula to social media success, but great content comes pretty darn close. It is hard to fail to gain attention on social media if you are consistently sharing content that your customers and potential customers care about.
Every social media channel has opportunities to pay to place ads to get attention. While some of these might be a worthwhile investment depending on your business, your goals, and your target audience, the real secret to success is the organic (non-paid) content that you share.
Despite the things that Facebook and other social networks have done to limit how many people see your organic content, it is still important to your efforts to build solid relationships online. Quality content matters, and is the difference between catching the attention of a new customer and going completely unnoticed.
Quality matters. If you’re simply pumping out poor quality content, people won’t stop to look at it. Content that offers new insights and information that people can use will get attention every time.
Your content should be interesting, unique and engaging. Be sure to vary the formats – text, images, videos, white papers, infographics, etc.
Post content regularly. Great content does not have to come daily, but people need to know when to expect more from you. You have to keep the attention of your target audience to keep them on the lookout for the latest from you.