To the uninitiated, the social media sphere resembles the Wild West. So, they enter the fray, guns blazing, with a gung-ho attitude, hoping to make an impact somewhere. Don’t do this. Sure, it’s easy to jump in the deep end and say “I got this,” but once you’re in the water, you’re in there. All it takes is one ill-conceived decision to ruin everything.
Establishing your brand’s social presence should be handled with as much care, if not more, as any other facet of your marketing strategy. Luckily, there are several professional tech solutions that can make this task less daunting. Below are four tips and their corresponding software solutions to help you get the job done.
It’s easy to get excited about your social channels, but it’s just as easy to forget them. The worst thing that can happen is if you fall behind on your content. Utilize scheduling software. It will make your job a heck of a lot easier. It’s a great way to stay organized and ahead of the curve, especially when managing multiple accounts.
Rather than haphazardly typing something up the day you’re posting it, write your content ahead of time and keep it in a content calendar. This way, you’ll know that your account(s) has a cache of original content in the pipeline. Also, time-released posts for holidays and events can be guided with a precision that on-the-fly posting lacks.
Additionally, and this cannot be stressed enough, engage, engage, and re-engagement. If your audience is talking to you, talk back. It’s as simple as that.
Tweetdeck and Hootsuite are both great, free tools that provide scheduling options and basic re-engagement tools. If you’re willing to drop some cash, check out Sprout Social and Buffer, both of which are excellent software for managing all aspects of your social channels.
Don’t be intimidated by data and analytics. This information is integral to the success and longevity of your brand’s social presence. You need to understand what makes your customers tick. Listening software allows you to get into the mind of your audience, and gives you access to a treasure trove of data.
You’ll have access to brand sentiment data, which is great for weighing the ratio between positive and negative mentions, and keyword statistics, which allow you to follow up and track specific brand mentions. The information these tools can provide is invaluable, and can be a great asset when evaluating your brand alongside competitors.
Look into platforms like Radian6, Meltwater, and Crimson Hexagon. Utilizing these listening tools is imperative to your success and will give your campaign the upper-hand.
Clean Up Your Act
Don’t let negative reviews or comments fester. A bad review will always be just that, no matter what. But a bad review that is left with no follow up is a BAD review. Reputations can be easily tarnished by one measly little star out of five. Reputation management software can help you stay on top of these negative marks, allowing you to react quickly before they become a bigger problem.
It’s possible to manually monitor the big players like Yelp, TripAdvisor, etc., but that can be time-consuming. These robust software platforms allow for a speedy response to both negative and positive comments.
Shout About Us, New Brand Analytics, Review Push, and Demandforce are all good solutions. Google Alerts is a great choice if you’re looking for something more basic.
Do Your Homework
A common mistake made by most businesses is that they think as long as they’re consistently posting content, good things will come out of it. Wrong. It takes more than consistency to excel in social. You need to take a deeper look at that content and make sure that it is engaging, original, and targeted correctly. Dig deeper than the baseline metrics. Basic analytics are always helpful, but it pays in spades to peel the layers back and see the intricate particulars.
Go the extra mile and study your engagement metrics and click through reports. This stuff is instrumental to understanding how well you’re performing in the social space. Sprout Social and Hootsuite can also be used as reporting software and are excellent tools for acquiring this data.
Remember, this is just a snippet of the tools and software that are available. There are hundreds of free and paid solutions, but the few mentioned above are top-tier and definitely worth the look. Regardless of which you choose, investing in management software is a wise choice.
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