14 November 2012

Social Media Management – A few simple strategies

Social Media Management – A few simple strategies

The key to a successful social media campaign is simplicity and consistency and your goals should be kept simple and aligned to other marketing objectives as much as possible. Although every company will have a unique set of goals, awareness, loyalty and sales probably sit at the top of most company’s marketing goals and all three are very measurable – yes, increasing awareness is recognised as a measurable objective! Depending on your theme, the metrics and tools to analyse the results may change; If your theme is awareness, you’ll want to measure traffic growth, engagement, brand awareness, sharability, likes, subscribes, etc. If it’s sales, look at click through rates, social e-commerce sales and conversion rates. And for loyalty, look at engagement, sentiment and influence – both “Klout” and “Edgerank Checker” are powerful measurement tools which measure “influence” across all your social networks.

Tip 1: Align your goals to the monitoring tools available where possible – don’t make measurement too difficult by creating endless goals!
Perhaps one of the simplest and most measurable strategies for creating awareness and loyalty is increasing subscriptions to an online or off-line newsletter. Once a target has been engaged through another platform, you have already won the, ‘hearts and minds’ contest and a simple invitation to sign up to newsletter should be well received, but your efforts must continue with regular engagement through the channels to soften the prospect and increase the likelihood that they will read your next newsletter and follow a call to action.

Tip 2: Increase signup to your newsletter by adding a dedicated signup area on your Facebook page and linking the URL in your Twitter biography directly to the appropriate page.
If your company regularly exhibits at trade shows or you’re a keynote speaker at major industry events, social media can not only help increase awareness, but is able to assist in driving traffic to your stand or increase attendance at your speech. Both goals are very easy to achieve and most of all very measurable. Like any social media strategy it is imperative that you have a hub, a single event “destination point” that can be continuously promoted throughout your posts and you may even wish to make the registration process part of the page; this process alone is allowing you to capture key information. In this second example, perhaps the most effective tool in your social media arsenal is the #hastag. Not only can you consistently use the #hashtag in all your tweets, you can follow specific hastags and be notified every time the tag is used in a tweet. Keynote speakers can also piggyback on the back of event tags by using a secondary tag specific to their subject matter to create a ‘keynote’ environment.

Tip 3: Consider a relationship with a channel partner to provide a quality give away at the stand and ask them to consistently share and retweet your pre events posts to their network to increase awareness.

Tip 4: Limit your tweets to a maximum of 120 characters to leave room for retweets.
If you would like to discuss Vital’s range of social media management packages please contact either Mark Reinholz or Andy Topps on 01423 796290

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