What do you want to get out of your social Web participation? Why are you doing it? Are you trying to generate direct sales? Are you trying to offer a form of customer service? Do you want to build relationships with customers and boost loyalty? Your answers to these questions greatly affect the type of content you publish and the activities you participate in on the social Web.
Social media marketing is the use of social media platforms and websites to promote a product or service.[1] Although the terms e-marketing and digital marketing are still dominant in academia, social media marketing is becoming more popular for both practitioners and researchers.[2] Most social media platforms have built-in data analytics tools, which enable companies to track the progress, success, and engagement of ad campaigns. Companies address a range of stakeholders through social media marketing, including current and potential customers, current and potential employees, journalists, bloggers, and the general public. On a strategic level, social media marketing includes the management of a marketing campaign, governance, setting the scope (e.g. more active or passive use) and the establishment of a firm's desired social media "culture" and "tone."
Snapchat is a popular messaging and picture exchanging application that was created in 2011 by three students at Stanford University named Evan Spiegel, Bobby Murphy, and Reggie Brown. The application was first developed to allow users to message back and forth and to also send photographs that are only available from 1–10 seconds until they are no longer available. The app was an instant hit with social media members and today there are up to 158 million people using snapchat every single day.[66] It is also estimated that Snapchat users are opening the application approximately 18 times per day, which means users are on the app for about 25–30 minutes per day.[66]
What’s the right solution for you? Many people use both Hootsuite (to listen) and Bufferapp (to schedule), including me, and it really depends on your posting needs. In my opinion though, if Hootsuite we’re to introduce more scheduling options this could spell trouble for Buffer! But then again, Buffer could be working on some cool new dashboard that would rival Hootsuite’s offering, time will only tell.

Loomly is a social media calendar management tool that helps teams and individuals create and schedule content for social media networks including Facebook, Instagram, Twitter, Pinterest, Google+ & LinkedIn. Via an intuitive interface and innovative features, users can manage ideas for social posts, get live post optimization tips, preview social media posts, manage approval workflows, and automate post scheduling & analytics. Loomly is available as a web platform, with native mobile applications for iOS & Android.
We are humans, so mistakes are unavoidable. This is especially true when it comes to the fast-paced world of social media. Rather than flat out ignoring these hiccups, embrace them. I am not saying that when a comma is missed in a tweet you should announce this small grammar error, but DO NOT delete the tweet. It has already been published, and followers are more likely to notice if you are continuously re-posting. For larger mistakes, like a product error or multiple overcharges to customer credit cards, you’ll want to proactively respond in an apologetic, actionable manner, and send out content from your social accounts apologizing and addressing how the error is being handled so customers are aware.
Too often, businesses fail to secure all of the relevant social media profiles prior to kicking off a formal social media strategy. That's why I highly recommend KnowEm. KnowEm allows you to check for the use of your brand, product, personal name or username instantly on over 500 popular and emerging social media websites. By securing your social media identities you will maximize brand equity.   - Kristopher Jones, LSEO.com
SocialFlow is a social distribution and monetization platform that is purpose-built for media companies. Our technology enables the world's most successful publishers to easily distribute engaging social content while providing them monetization opportunities across multiple social networks. Our publishing software is used by tens of thousands of journalists across the world and extends the reach and engagement of editorial content and stories to the social sphere. When you see a news item in your social feed, the odds are good that it came through SocialFlow. SocialFlow's advertising products help publishers create new revenue streams from their social efforts. With native solution sand AttentionStream sponsored post ads, SoicialFlow helps media companies leverage the unmatched scale and distribution of social channels. Founded in 2009 and based in New York, SocialFlow's client roster includes half of the top 150 media companies including Conde Nast, Time, Inc., The Associated Press and the BBC. To learn more, visit SocialFlow.com
Individual reports and scheduling posts for individual channels are always helpful, but that is not always a sufficient representation of your online image. I like Raven because it provides reports gathering information from pay-per-click (PPC), search engine optimization (SEO), and social media channels. It also allows you to access data and schedule posts on a wide variety of digital media channels.   - Ahmad Kareh, Twistlab Marketing
Likeable Local is a unique social tool thatany company can find useful. Driven by a passion for small business success, Likeable Local helps generate leads and referrals through its platform, as well as share content to social platforms. It also offers tools to boost your reach and manage your online reputation through built-in keywords so you can engage in the right conversations.
With the introduction of social media, we have a powerful tool at our fingertips that can share pieces of content all over the world in seconds. With this being said, social media marketing increases your brand’s awareness. Many small business owners struggle with implementing an effective social media marketing strategy that drives sales (which is what you’re going to learn in this blog).
In early 2012, Nike introduced its Make It Count social media campaign. The campaign kickoff began YouTubers Casey Neistat and Max Joseph launching a YouTube video, where they traveled 34,000 miles to visit 16 cities in 13 countries. They promoted the #makeitcount hashtag, which millions of consumers shared via Twitter and Instagram by uploading photos and sending tweets.[32] The #MakeItCount YouTube video went viral and Nike saw an 18% increase in profit in 2012, the year this product was released.
And now we are being exposed to more and more social advertisements. As I complete my morning ritual of sipping coffee and scrolling through my Instagram feed, I now notice sponsored ads appearing in between filtered pictures of scenery and food. It is impossible to visit one’s Facebook news feed without popping into a few compelling ads along the way. And I’m not going to lie, I’ve fallen victim to several of these ads, and been captured and clicked through to their site, sometimes even converting – shameful, I know.
A planning calendar lays the foundation and ensures you are maintaining your social sites and posting on a regular basis.  Of course, you can also post other news, tips and ideas as they arise.  The biggest pitfall businesses run into are they generally have a lot of excitement when they first establish their social media presence, but the momentum quickly fades.  Having a monthly planning calendar will help keep your social media efforts moving forward.
Now that you know the answer to the pressing question, what is social media management, it’s time to talk about why social media management is important for your small business. The first and perhaps most obvious reason is that your customers are active on social media. They want to see content from brands like yours, and they are often open to the messages you present on social channels more than they are advertising messages.
Why would I want to go online to chat to a bunch of strangers? What respected business person would actually take time out of their day to participate in one of these cult-like chats? These were the initial thoughts which ran through by head when introduced to the concept of Twitter chats. My view drastically changed when WordStream founder, Larry Kim, raved about #PPCChat, encouraging me and my colleagues to participate as frequently as possible. So I took his advice and started participating in our industry related chats. I was surprised to find the experience to be very enjoyable; I even added #PPCChat as a recurring event in my calendar on Tuesday so that I wouldn’t forget to join in the live conversation. The chat gave me the ability to connect with others in the industry and also learn from those who have varying experiences from my own. I noticed an uptick in my personal followers and one week I was even featured as the top quote in the PPCChat write-up that’s published after every chat.
For example, say you want to increase online sales. Your social media strategy would be to promote more of your business’ products on your social platforms, whether that be in the app itself (Insta, Facebook, etc.) or through a link that redirects people back to your site. It’s at this point where you would also decide if your promotion efforts on social media will be paid, organic, or a combination of both.

Facebook Pages Manager is a platform offered by Facebook and is built with page management tools. The page management tools enables users create pages on Facebook business platform while getting discovered, building connections and gaining more loyal customers. Facebook Pages Manager simply sets up pages for your business making it easy for you to see and quickly respond to messages and comments from your customers. The page management feature enables plus the page insights feature enables users see which posts posted by them are getting people interested, therefore helping users create more effective and relevant posts in the future. The…

OctopuSocial is a social media management platform that helps improve your business by helping you to be connected with your audience. It works to improve your business in social media management while staying connected with your audience. It’s perfect for allowing you to schedule, manage and analyze your posts on Twitter, Facebook and Instagram. It has a management feature that centralizes all the tools you need to successfully handle all your Instagram and Twitter profiles in an innovative, simple and user-friendly way. From this management feature, you get to know what people are currently saying about your business in different…
For example, say you want to increase online sales. Your social media strategy would be to promote more of your business’ products on your social platforms, whether that be in the app itself (Insta, Facebook, etc.) or through a link that redirects people back to your site. It’s at this point where you would also decide if your promotion efforts on social media will be paid, organic, or a combination of both.
kpeiz. A social media analytics and performance optimization software, kpeiz provides insightful performance reports on one’s Facebook and Instagram accounts. The software allows users to select various metrics relevant to their business and it will take care of all the grunt work, automatically generating reports in either PDF or PPT format. Aside from performance metrics, it also benchmarks your pages against competitors to provide you with a better understanding on your strengths and weaknesses. With this data in hand, you can better understand how to play to your strengths and gain an edge over the competition. 
Gone are the days when social media marketing was all about increasing your followers. An early sign of success was seeing your followers grow from one day to another. Nowadays, social media marketing has left behind the ages of innocence to go through a more mature phase. This should not be a bad change, but we still need to keep up with the shift.
Social Media Marketing brings new rules and opportunities to increase the awareness, profitability, and overall lifeline of your brand. A further understanding of your consumers, how they communicate, the experiences they’re looking to have, and where they’re located digitally is crucial.  Your social media strategy will affect the chances of winning new customers, retaining current customers, future business expansion opportunities, talented employees, and better products. But don’t take the short way out. If at first you don’t succeed, don’t give up. Stray away from being comfortable and what’s safe. Social media is a marathon, not a sprint.
Share your passions with your community and let people know about your plans for the future. They’ll appreciate the transparency and you’ll increase your chances of positive engagement. To further encourage engagement, consider connecting your discussions to pop culture, current affairs, and (possibly) controversial topics. However, be careful not to come off as ignorant or offensive.
Buffer is a very popular social media scheduling application. The tool makes it easy to share content and automatically schedule the distribution to Twitter, Facebook, LinkedIn, Google+. Now it works by staggering content throughout the day. Buffer lets you add content to your queue without worrying when to post it or how frequently to post it. Buffer also gives you the Analytics about each post which lets you quickly see what ideas are working and what aren’t.
Only a few social networks allow you to schedule your content. It’s a headache to go inside each account and schedule every post manually. Granted, networks like Twitter operate in “real-time” but you can’t be online all day long. Plus, no one likes being bombarded with string of posts within a given span of time, so scheduling is a smarter way to be present without really being there. A dashboard comes to rescue!

This portion of research should be understandable and intuitive to you since your analyzing the business you work for. But if not, here are some ways that you can collect information on the structure of your business and its disposition toward social media, your business’ culture and its beliefs about social media, as well as the social media resources available at your business’ disposal.
SMhack is a social media marketing platform which lets users monitor, post, and collaborate without switching programs. SMhack has features such as engagement monitoring, task management, reporting, performance analysis, and works smooth with Google Analytics and Slack to ensure there will be no manual data entry. SMhack will not simply monitor social media posts, comments and tags, but DMs and conversations too, where it responds to whatever conversation thread in seconds which protects both the users’ brand and strategy allowing users to react without leaving the platform. SMhack is an amazing publishing tool to manage and post content and schedule…
The dashboard also features SEO tools, Content management software, reporting and even Pay Per Click Management. It’s all in one solution although it is priced higher at $99/month it eliminates the need for lot of other tools. Another great feature of Raven is that it allows you to integrate with Google Analytics, Google Adwords, Twitter and Facebook thus bringing the data from all these accounts into a single dashboard.
HubSpot is the world's #1 inbound marketing platform, integrating blogging, social media monitoring and publishing, contacts, SEO, email marketing, marketing automation, and analytics in one easy to use and powerful platform. HubSpot's 18,000 customers worldwide leverage the company's software and services to transform their marketing from outbound (cold calls, email spam, trade shows, TV ads, etc) to inbound lead generation, enabling them to leverage remarkable content and an integrated experience to deliver leads and business results– not to mention marketing that people love.
Canva is a graphic design program that makes creating professional graphics and presentations easy — no graphic designer experience required. With Canva, you can create a social media graphic (at any size or dimension) using your own images or any of the millions of themes, graphics, icons, and fonts in Canva’s arsenal. You can also save your creations if you want to make a recurring series using the same branding.
A planning calendar lays the foundation and ensures you are maintaining your social sites and posting on a regular basis.  Of course, you can also post other news, tips and ideas as they arise.  The biggest pitfall businesses run into are they generally have a lot of excitement when they first establish their social media presence, but the momentum quickly fades.  Having a monthly planning calendar will help keep your social media efforts moving forward.
Converse directly with your followers: Literally have a conversation with them, retweet them, like and comment on their posts, and directly ask them to interact with your content. The insurance company Allstate created a separate Twitter account for their popular advertising character, Mayhem, who continously “captures the life events you just can’t seem to avoid.” Almost everything they post is geared towards talking to their fans, whether that be retweeting, asking questions, running a contest, or even sending #MayhemValentine’s to followers. This Twitter account also follows my point above regarding using humor and personality in each post. Recently they ran an overwhelming successful social media campaign #MayhemSale, in which Mayhem possed as a burglar selling all his best burgles online. It sounds sort of bizzare, but it worked and created an insane amount of buzz. Just look at the one tweet below with 4.6K retweets.
Individual reports and scheduling posts for individual channels are always helpful, but that is not always a sufficient representation of your online image. I like Raven because it provides reports gathering information from pay-per-click (PPC), search engine optimization (SEO), and social media channels. It also allows you to access data and schedule posts on a wide variety of digital media channels.   - Ahmad Kareh, Twistlab Marketing
Competitive analysis will play a big role in your program so make sure the tools you choose can perform here. It's also important that your tool has good social listening ability, too. In other words, make sure it can pick up and deliver any mentions, conversations, hashtags, tweets, and other chatter about your company. Of the products covered in this review roundup, Crimson Hexagon, Synthesio, Sysomos, and Talkwalker stand out as frontrunners in enterprise-scale listening capabilities for global brands, including providing detailed sentiment analysis and data visualizations.

In the social sphere, things change fast. New networks emerge, while others go through significant demographic shifts. Your business will go through periods of change as well. All of this means that your social media strategy should be a living document that you look at regularly and adjust as needed. Refer to it often to keep you on track, but don’t be afraid to make changes so that it better reflects new goals, tools, or plans.
And although the study didn’t go into a great amount of detail on which types of photos did best, an underlying theme was that images of people and faces tended to garner more +1’s (admiration) while images of pets, food, and even memes enjoyed more shares.  Finally, images that featured positivity in some aspect – including quotes, inspiration or good things happening in the world also tended to be popular among the Google+ using crowd.

Having a crystal clear plan is the prerequisite to making social media work for you. You need to know what you’re doing, where you’re headed, and what you plan to achieve with your social media. In short, you need a social media marketing strategy that gives you a bird’s eye view of everything. And at the same time lets you grasp and work with the details when needed.

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