Here are five easy ways you can better manage your social media marketing campaign:
1. Identify the trolls
Some people just live to cause mischief. They seem to delight in attacking your brand, flooding your social profiles with negative and inflammatory comments and generally being nasty towards your company. These are the trolls that prowl the Internet, doing everything they can to get a rise out of you. Part of getting involved in social media marketing means opening up your brand to attacks from trolls. It’s imperative that you learn early on how to spot the trolls from the real customers with a real grievance. You don’t want to ignore your target audience and their issues, nor do you want to feed into a social war with a troll.
2. Consolidate your profiles
Do you really need a separate Twitter handle for your sales team, customer service team, V.P. of Marketing, product development team and office manager? Maybe if you’re a massive corporation with dozens of departments, but probably not if you’re a local business. If you are going to create a profile, remember that you have to take the time and effort to fully develop it, cultivate relationships and build a network and promote it across the social sphere. Don’t give yourself more work than you need to. By consolidating your 10 social profiles into three, you’ll save yourself a lot of time and energy.
3. Automate various tasks
There are plenty of social media marketing tools at your disposal. I use HootSuite to sync up my company blogs and social profiles so that I can update everything at once. It saves me the time and hassle of having to log in to every account. I can also use HootSuite to schedule out updates for when I’m not in the office or don’t want to worry about forgetting to post something in the future. It may not seem like a big deal, but when you find yourself spending an hour or two every morning just updating all of your social profiles, you learn to appreciate automation software.
4. Focus on networks where your target audience is
You should definitely have a presence on the Big Three of social networking sites — Facebook, LinkedIn and Twitter — but that doesn’t mean you have to devote equal amounts of time to all three. Which social network does your target audience invest more time and energy in? Which social network is the best platform for sharing your content and building a brand? You might also find smaller, niche social networks that can help you build a much more targeted community. Don’t waste your time fishing where there are no fish.
5. Decide who will be your company’s “voice”
Before you even begin your social media marketing campaign, you need to decide who is going to run it. It doesn’t matter if it’s your P.R. team, SEO expert, copywriting or creative team or V.P. of marketing, each has a viable claim. Just make sure that the person or team in charge of your social media marketing has a clear understanding of your brand, company and business goals. They are going to be the man behind the social curtain of your company from here on.
About the Author
Nick Stamoulis is president and founder of Boston-based SEO and social media marketing firm Brick Marketing. With over 12 years of industry experience, Nick Stamoulis shares his knowledge by posting daily SEO articles to his blog the Search Engine Optimization Journal and publishes the Brick Marketing SEO Newsletter, which is read by over 150,000 subscribers. Read Nick Stamoulis’ full PubCon speaker biography here.