Why Social Media Strategy Determines a Company’s Success

Why Social Media Strategy Determines a Company's Success

If you haven’t already realized it, social media MUST be part of your marketing and PR mix, and it must be taken seriously. The fact that businesses can reach out and communicate on a personal level with current and prospective customers on a daily basis through social media is a game changer.

When your business is on social, you get the opportunity to engage in marketing, PR, sales, customer service, and internal communication, all from within each one of your pages. It’s an incredibly powerful tool with so many benefits and every business should be taking advantage of it. Honestly, how could you pass this up?

According to Hubspot a leader in B2B and B2C marketing, 92% of marketers in 2014 claimed that social media marketing was important for their business, with 80% indicating their efforts increased traffic to their websites.

So how are these successful businesses seeing results through social? Do they just hop on whenever they get a chance, post and communicate when they can? Maybe log on early a couple of mornings each week before they begin the work day? Is it that simple?

Not so much.

To be successful on social media, it takes more than that. It requires a planned, strategic approach. With the help of a social media manager, whose main job is to carry out a strategy involving page interaction on a daily basis, your business will see results.

Part of executing this social strategy should involve a daily to-do list. In the world of social media marketing, there’s a lot to be done and it’s not always easy to keep track. The handy to-do list will make a social media manager’s job so much easier.

If your social media manager is able to check off all (or at least a majority) of these tasks, then your business is sure to succeed.

A Social Media Marketing Manager’s Daily To-Do List

1. Engage with customers

When you engage with customers, you’re telling people that your company takes customer service seriously. Social media is THE PLACE to connect with existing and potential customers. Post interesting content several times daily without selling something. Read all the comments and messages on your social media pages. Address any questions, even if you don’t have actual answers (it shows you’re paying attention). Remember, people like talking to real, relatable people, so be casual (but stay professional). Use these virtual interactions to show them that you are not a robot! Where are said virtual interactions?

According to HubSpot, these are the best times to post on social media:

Facebook

  • Early afternoon – 1 p.m. to get the most shares; 3 p.m. to get the most clicks.
  • Engagement peaks on Thursdays and Fridays.

Twitter

  • Weekdays provide 14 percent more engagement than weekends with B2B.
  • Engagements and click thru rate (CTR) are highest on weekends and Wednesdays with B2C.
  • The best time of day to tweet Is 5 p.m. for retweets; 12 p.m. and 6 p.m. for highest CTR.

LinkedIn

  • Weekdays during business hours are the best time to post, from 7 – 8 a.m. and 5 – 6 p.m.
  • The most clicks and shares occur on Tuesdays, 10 – 11 a.m.

Instagram

  • Engagement stays consistent throughout the week with slight spikes on Mondays and a slight dip on Sundays.
  • The best time to post is off business hours.

2. Stay on top of customer service

Unfortunately, you may find customers criticizing and complaining from time to time through posts directly to your page or on their own page mentioning your brand. Take the opportunity to fix any issues and ensure satisfaction. Do a search for your company name and see what people are saying. If you have a unique hashtag, see what’s being said under it.

3. Touch base with employees for content

Your company employees are thought leaders and their blog posts are SUPER helpful. They also drive tons of traffic to your site. If you already know this, you’re probably pushing out content weekly. Share this content on your social media pages during those strategic times we mentioned.

If you don’t have a staff cranking out articles for you, ask your employees to share with you articles they find interesting and explain why. Have them share photos and video of what they’re up to throughout the day. If you work at a restaurant or bakery, ask them to send you photos of their culinary creations. If you work with pets, you’ll need photos and video of the pets doing whatever they do throughout the day (playing, grooming, napping, etc.).

If you want to grow your business consider investing in a professional writer who can provide you with researched blogs based on a keyword strategy that lines up with your growth goals. That content will be a long term online asset that customers and clients will return again and again to, making an investment with long term dividends.

4. Build relationships with media and social influencers

Face it – press releases alone aren’t cutting it when it comes to attracting media. You need a way to cut through to the people making the news online. By socially connecting with bloggers, journalists, editors, producers, etc. who cover your industry, you’re ahead of the rest. Platforms like LinkedIn, Instagram, Twitter and Facebook are excellent places to reach out to these folks.

You can attract media by researching and finding the Twitter accounts for the people covering stories related to your business or area of expertise. Once you follow them, create lists on your Twitter account to make it easier for pitching when the opportunity presents itself. Connect with them on LinkedIn if you’ve already established a relationship. You can communicate there as well.

Work on creating lasting relationships with social influencers – those people in your industry with large follower accounts and high visibility. These people possess the power to influence others in their social media circles. The content they share should be relevant to your business, and their follower base should consist of people that would bring value to your business. Their blog or website should rank high on Google and they should have a large following on social media.

5.  Attend a tweet chat

Tweet chats happen when a group of people all tweet about the same topic at a scheduled time using a specific hashtag. They are prearranged and sometimes repeat weekly or bi-weekly.  Think of it as a virtual get-together.

When you’re part of the chat, you’re engaged in conversation. You may notice on Twitter many users are constantly just pushing out content, but not really interacting. Tweet chats give you the opportunity to easily interact, while showing your expertise on a topic. TweetChat.com is a great tool that will make a tweet chat easier to follow.

You can find tweet chats that meet your interests and/or industry through sites like Chat Salad, Tweet Reports, or Twubs.

6. View social insights/analytics

Want to know if your strategy is actually working? View your page’s social insights /analytics. On Facebook, go to the Insights tab, where you’ll be able to see what’s going on behind the scenes of your page. Among many things, Insights monitor your post engagement, reach, page likes, most popular posts, and how you’re comparing against competitors on a weekly basis.

On Twitter, go to the Analytics tab and you’ll find monthly summaries of data. See the amount of tweet impressions, new followers, link clicks, retweets and favorites you’ve received. You’ll also discover your most popular tweets.

Keep track of your social insights/analytics as often as possible. The more you review them, the better your strategy will be.

7.  Read about what’s trending in social media marketing

Platforms like Facebook, LinkedIn, Twitter, Instagram and Google+ often change their features and designs. As a social media manager, it’s important to keep up to date on what’s new in your world.

Sites like Facebook for Business, Social Media Today, Social Media Examiner, HubSpot, Mari Smith and Entrepreneur are all great sources for this information. We recommend subscribing to their email lists to help keep you on top of things.

Have questions about any of these to-do list tasks? Feel free to contact me for assistance. inBLOOM can also come up with a social media strategy tailored to your business. We offer a complimentary consultation for new clients and can connect you with professional writers who can leverage your industry knowledge in the online space.

photo: picjumbo

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Danielle Thibault
Danielle uses her background in public relations, event coordination and fundraising to gain exposure for inBLOOM’s clients by establishing connections with the media and target audiences. She is most passionate about writing and networking. You’ll never find Danielle without her morning cup of coffee. She is a firm believer that a little caffeine goes a long way!

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