Be present in social networks is no longer a differentiator for any company. Currently, those who are prominent in social media are companies that see the value of this tool and use it as a communication channel with its customers and as a promotional channel, both the brand and the products / services and content.
Consequently, more and more companies are creating their profiles on social networks to approach your customer and not lose to competitors. However, many end up starting without any defined strategy and not really knowing how to make a management of social networks.
We’ve been through this challenge in the DR, and even today, repeatedly we wonder if our strategy in social media being the most effective, if our communication with our customer is the most appropriate or whether we should try another approach.
We know it is not easy for a company that is starting in social media define what kind of content will be published, it will have a lighter or more serious approach, how often should post on social networks, which metrics to analyze etc.
So, I’ll show throughout this text some processes I learned as an analyst of social media here on RD, including practical tips that can be useful for you to apply every day in managing social networks.
Manage social networks is much more than simply make publications. A social media management involves several steps, ranging from the definition of the strategy and positioning, planning publications and execution to monitoring and survey results.
For all this to be done right, you must have a responsible person exclusively through this channel, because then it will be seen as an important and necessary process for the company and not only as an obligation that does not bring real benefits.
Here in the DR, this work is done by an analyst who is dedicated full time to bring more results for the area of marketing through social networks.
If you already bought the idea of effectively investing in social media, you might be wondering what exactly should start doing.
The first step is to define which social networks makes sense your business be present. Some social networks such as Facebook, for its coverage of public requires most companies, regardless of the type of business, is present. In others, like Instagram, they may bring more results to an ecommerce clothing than for a corporate services company.
In the end, what matters is to find out where your audience is. And often the only way to find out is by testing. You will not lose out to create a profile on a social network and find that your persona is not there. In addition to learning, the chances of you finding your client there and get some good results bring to your business are much higher.
Here in DR, we are always looking for new channels to test and extend our strategy. But in the end, we found that social networks in which we invest for quite some time are the ones that bring in more results and are worth our investment – like Facebook in that case.
To learn more about the possibilities of social networks and the advantages of each one you can check out this post: Social Networks: Why use each differently (and as the RD does) .
Here’s the clever bit: without a well-defined strategy, your company will have a profile on social networks but do not know what to do with it. This is where many companies make mistakes, just not seeing the real benefit of this investment and discouraged.
It is very important to define what the purpose of being present in social media. Here at RD, for example, social media are among the most important channels of Lead generation , which is what guides our strategy, but also we see as a great advantage for the brand DR.
It is there that our followers and customers feel comfortable sharing our content, to comment and provide feedback on content and services we offer or simply to have an open communication channel with us.
However, there are several objectives that may be linked to its strategy. For example:
The point is that one goal is the flagship of its strategy – to have focus – and the goal is linked to the timing of your company.
And most importantly, this strategy can – and should – vary over time. If you find that your company has reached its goal and that disclosure of the brand is not as important, the next step can begin to focus on sales.
This topic essentially depends on the previous one. To define what is published, it is very important to know what your goal. I mentioned, for example, that the main objective of the strategy of social media here at RD is the generation of Leads, since we depend on it to equip our sales team.
In view of this, most of our publications are some kind of content, whether blog posts or rich materials such as eBooks, webinars, videos etc. This type of publication is our rudder and invested a lot in producing content for nurturing increasingly our social networks.
But we can not forget to get in touch with our follower / customer and prospect our brand is also very important in our strategy. Therefore, we must also make other types of publications that are not directly related to our content. For example:
I stress that it is very important to maintain a publications calendar so it is not lost over time. I know that in the beginning can be difficult when there is not yet available an arsenal of content to publish. But as its strategy Content Marketing evolves, you will have more inputs to your social networks.
Going more in depth about how the routine works publications here in the DR, we publish at least one new blog post per day on social networks and rich material for producing Leads week.
Additionally, each blog post is published on average three times each and every social network rich material four times, in different times and days of the week.
For example, a post published on the blog is published on social networks on the same day at 20h and three more times: in a week at 9 am, in two weeks to 13h and in a month at 15h. So public who access social networks at different times will have the same chances to see the publication.
The same applies to the rich materials, which after launched and published for the first time, for example, on a Tuesday, are published again 29 days later, on a Wednesday, and after 29 more days in a quinta- fair, and so on.
Of course it is much easier to keep this consistent schedule producing new content every day. But the message I want to go here is that you do not need such a large amount of content from the beginning: the important thing is to stay present and make publications relevant to your audience.
And for that, no matter whether you will publish an article in an external blog you found it interesting (making content curation ) or a short video you produced yourself with some tips related to your business.
That’s the question a million reais. And you know what’s the answer? There is no single schedule for all. Each audience behaves the form and you need to find out what your persona time tends to be online to view your publication.
For ease of management, some social networks bring analyzes what times are best for your page. Facebook Insights, for example, shows the days of the week and times that his followers were more connected to the social network.
So all those times that I commented that republish the contents were not chosen at random. Of course, we list our best times to post our best content.
For example, if the time that our audience is present is more to 18h, we prefer to publish rich content, which has greater potential for Lead generation, than a blog post.
If the tool does not provide this information directly to you, you need to conduct tests and experiments to see which time its publication performs better.
This is the topic I elencaria as the luxury of its management of social media. Because? For a publication scheduling tool is not entirely essential, that is, you will not fail to make the publications because it has a tool to automate this, but at the same time, it will greatly facilitate this work, especially when you increase the frequency publications.
The tool will do the hard work for you: you define at what times you want the content to be published and they will be there automatically scheduled, without requiring you to enter your social network on Sunday night to do some manual publication.
In addition, it is fully connected with that issue that I commented to maintain a publication schedule.
In publications tool RD Station , for example, you already visually sees a calendar with suggested schedules for you to publish and anniversaries.
Finally, there is one more benefit that I will explain further ahead, but adding: publish through a tool will greatly facilitate the analysis of your results!
Imagine me: you are the owner of a pizzeria and followed all the steps to be present on social networks here. Created a Facebook page, set out its strategy and even has made publications frequently. But one day, a customer had a bad experience with a pizza that he bought in your company.
Then he finds his Facebook page and makes negative reviews of your pizzeria and several negative comments in their publications. What do you do?
I hope you do not choose to leave the unanswered customer or even worse, delete the comments he made on his page. You know why? If you delete, he will realize this will create a snowball, causing it to go back and make further comments.
If you just do not answer all the people who seek your company will come across the bad reviews and automatically eliminate your pizzeria of possibilities for leisure and food.
Thus, the experience we have in managing social networks here in the DR with this kind of situation, I recommend you evaluate each case as unique, investigate thoroughly to find out what happened and do not give answers ready when it happens.
It is very important, yes, answer, but more importantly it provides an adequate response, to give a solution to the customer’s problem, not only a justification that often almost ends up putting the blame on the client.
So keep it: social networks have the power to make a company be known quickly and bring great results, but also have the power to destroy it even faster. So be careful in taking the responsibility that is to be present in this type of channel.
Here in DR, we try to interact in every way possible with our follower. For example, many people come to us to talk of various matters in the messages from Facebook, from general questions about Digital Marketing , requests for business contact, partnership proposals, feedback and suggestions etc.
We see this as an incredible channel of communication: we have the possibility to dialogue in a chat quickly and informally with our customers, potential customers and fans of the brand. Yes, that means answer all the messages we receive on our Facebook page.
Of course, this investment is large: we need a person available to devote much of his time to pay attention to these people. But believe it, return it brings can be very valuable for your business.
In addition to the messages, we interact directly in our publications, enjoying all the comments and answering many of them, in addition to publications made by visitors directly on our website and reviews, whether positive or negative.
In the end, what matters is that our followers feel welcomed and cared for, and for this we make every effort to meet all and try to help them with any problems or questions they have.
Another topic in the interaction with your audience is monitoring social networks. It consists of doing keyword searches that relate to your business, for example, the name of your company or the industry in which you operate, to find publications in which you have not been scored directly and deserve special attention.
For example, let’s imagine that a vehicle reported our main event on its website, the RD Summit , and not marked our referencing the company with a link to our site.
Searching by keyword “rd summit” could find this news and to contact the site to insert a link to our site.
This functionality can also be found in RD Station and it is important to always be alert about what they are talking about our company.
In some cases it may be difficult to define what will be their type of communication with your audience. For example, it is amazing to see how the Nubank communicate in informal and fun with his followers, using GIFs and funny images. And I think I can say that everyone agrees that this brings a positive result for the company and that more and more people are fans of the brand, right?
But for some companies, this style of management of social networks can not make much sense. For example, if your company has a more formal profile internally and a more formal communication with their customers, use this informal and funny communication in social networks may give the impression that they are not being yourself, do you agree?
Therefore, in defining how to communicate and what words / phrases you use, it is very important to go back and remember who your target audience, or with whom you are talking. Certainly the communication you use with the director of a company will be different from what you use with a university. Combined?
After doing all this, the only way you measure whether the management of social networks for your business is being done well or not is analyzing its results. For this, you need to define which metrics are important within their strategy.
For example, as I said, our main goal is to generate Leads. Consequently, our primary metric is the number of Leads generated via social media in a period, which can be broken by social network and publication.
To have access to this number here in the DR, we use Google Analytics and RD Station. But here’s the trick to get book it: you need to enter parameters in your custom URLs, the famous UTMs (Urchin Tracking Module, or in Portuguese, Urchin Tracking Module). To learn how to do this read the post 6 steps to create a trackable URL .
And here I explain why I mentioned up there that a tool would facilitate their analysis: the RD Station can automatically add these parameters in your URLs when you carry out a publication, so that you can find out exactly which channel is coming your traffic and their Leads.
Also, there are other metrics that analyze the social media management and RD that are related to the performance of our publications.
Metrics like engagement and range of publications, provided by Facebook, Twitter and LinkedIn, are very important for we take insight into the type of content we are publishing the images we are using, our communication, schedules etc.
Remember what I said about the second part of our social media strategy, related to brand creation and engaged community? Metrics such as the monthly increase in the number of fans and sentiment analysis of interactions left by followers can help measure whether the strategy is being well performed or not.
Analyzing these metrics, which can be directly taken from each social network, you can get insights for the constant improvement of its strategy.
For example, if you notice that the number of your page’s fans and the scope of its publications continues to grow, but that traffic to your site from social networks is shrinking compared to the impressions of the publications that only increase, it is possible that something in your publication is not paying off – for example, the kind of description or image.
In another case, if the traffic on your site is increasing, but the number of conversions within your website is not having the same behavior can be the type of content or your Landing Page that has a problem.
My intention was to share with you some of the learnings we had with management of social media here at RD. I hope that content can help companies that are struggling to run your social media strategy?
Got any questions or would like to share how you are doing managing social media in your business? Count down here in the comments!
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