A tool's analytics capability is the overarching factor that will determine its usefulness because it takes all of the types of information mentioned earlier, turns them into data, and then displays them visually in compelling formats. A tool can gather all sorts of data but how the analytics piece of the tool disseminates the intelligence—and delivers the insights—is key to whether or not it can be used to accomplish planned business objectives. These objectives can include driving marketing campaigns, forecasting possible brand crises, and revealing new markets.
Once you know where your audience spends time and what kind of content audience members want, take the time to give them more of that kind of content. Don't give up. You need to continually offer your audience amazing content, which also comes in the form of conversations, in order to build a loyal fol¬lowing of people who trust you as a source that can meet their needs and expectations.
What social metrics do we track? – These men aren’t going to click a couple buttons and purchase our $250,000 heavy machinery online. No, they want to know they can trust us and they want to talk with a salesperson. So, for our social campaign, it’s important that we track reach (because the market is probably small) and clicks on our content. This way, we know that we’re reaching our target market with the content and they’re interested enough to click on it.
It's a good idea to start with a plan that has goals and an organizing framework to keep you on track. If you start down a path on the social Web and hate what you're doing, you can change things around. Just as you change networking and conversational approaches in person, you can do so on the social Web. The only differences are that on the social Web, you're talking through your keyboard, and your potential audience is much, much larger.
Measuring Success with Analytics — You can’t determine the success of your social media marketing strategies without tracking data. Google Analytics can be used as a great social media marketing tool that will help you measure your most triumphant social media marketing techniques, as well as determine which strategies are better off abandoned. Attach tracking tags to your social media marketing campaigns so that you can properly monitor them. And be sure to use the analytics within each social platform for even more insight into which of your social content is performing best with your audience.
Moving up from being just another marketing channel, social media has become a primary conduit for any kind of business to connect with customers and partners. Touchpoints can vary widely. It could be matching social perception trends to specific records or audience groupings in your customer relationship management (CRM) repository; or, you could record a customer's @mention in your helpdesk system when she complains about your product over Twitter. What makes social media so attractive and valuable is that it's a real-time conduit for measuring your audience's pulse and pushing out content that aligns with your brand. To be an effective social media manager or marketer across all these fronts requires a robust social media management and analytics platform.
When I went rock climbing for the first time, I had no idea what I was doing. My friends and I were complete newbies about ropes and rappelling and every other bit of jargon and technique that goes with climbing. We saw others doing it spectacularly well. We were thrilled at the thought of reaching the top of the climbing wall; we had no idea how to get there.
YouTube is another popular avenue; advertisements are done in a way to suit the target audience. The type of language used in the commercials and the ideas used to promote the product reflect the audience's style and taste. Also, the ads on this platform are usually in sync with the content of the video requested, this is another advantage YouTube brings for advertisers. Certain ads are presented with certain videos since the content is relevant. Promotional opportunities such as sponsoring a video is also possible on YouTube, "for example, a user who searches for a YouTube video on dog training may be presented with a sponsored video from a dog toy company in results along with other videos." YouTube also enable publishers to earn money through its YouTube Partner Program. Companies can pay YouTube for a special "channel" which promotes the companies products or services.
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.
Scheduling: Some social media solutions enable businesses to schedule posts through the use of content calendars. They also allow for the anticipation of message releases. Content can be published at times when audiences are most likely to catch them. These mostly free templates eliminate the need for spreadsheets, which are the usual tools used in planning social posts.
Buffer auto-generates a text post with the link of the page you are on when you use this, but you can easily edit this to say whatever you think best, and add an image. Because of a change to Facebook’s rules on 3rd party app posting, buffer no-longer auto-generates the text when sharing to Facebook, you have to add this yourself. I actually think this is an advantage, as it is good to be able to customise text in Facebook posts, as it allows you to use more characters than Twitter and means you could use a less business-like tone than you might on LinkedIn.
At its core, Pinterest enables users to create Pinboards, which are a collection of images under one unifying theme. Pinterest followers can comment on your boards and the individual images within them, as well as share them (known as repinning). And although Pinterest’s audience is primarily women, even traditionally-male dominated niches like home improvement and grilling can find a home on Pinterest, as these pinboards from Lowes can attest to:
Followerwonk is a Twitter analytics tool used to find, analyze, and optimize for social growth and helps to explore and grow user’s social graph. Followerwonk has features such as search twitter bios with advance drop down search, compare twitter users, analyze data, track followers and sort followers. Followerwonk represents data graphically in the most active times for user’s followers which makes it easy to have educated business decisions at a glance. Followerwonk seamlessly integrates with Buffer to automatically schedule tweets with the most popular times and to analyze interactions with posts which is important for users because when follower count…
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…
Unplanned content is an 'in the moment' idea, "a spontaneous, tactical reaction." (Cramer, 2014, p. 6). The content could be trending and not have the time to take the planned content route. The unplanned content is posted sporadically and is not calendar/date/time arranged (Deshpande, 2014). Issues with unplanned content revolve around legal issues and whether the message being sent out represents the business/brand accordingly. If a company sends out a Tweet or Facebook message too hurriedly, the company may unintentionally use insensitive language or messaging that could alienate some consumers. For example, celebrity chef Paula Deen was criticized after she made a social media post commenting about HIV-AIDS and South Africa; her message was deemed to be offensive by many observers. The main difference between planned and unplanned is the time to approve the content. Unplanned content must still be approved by marketing managers, but in a much more rapid manner e.g. 1–2 hours or less. Sectors may miss errors because of being hurried. When using unplanned content Brito (2013) says, "be prepared to be reactive and respond to issues when they arise." Brito (2013) writes about having a, "crisis escalation plan", because, "It will happen". The plan involves breaking down the issue into topics and classifying the issue into groups. Colour coding the potential risk "identify and flag potential risks" also helps to organise an issue. The problem can then be handled by the correct team and dissolved more effectively rather than any person at hand trying to solve the situation.
Brands typically have a lot of questions when it comes to marketing to consumers on any third-party content platform. Social media can be particularly puzzling as the rules, opportunities, audiences, and value propositions vary greatly from one channel to another – and can shift gears abruptly without a moment’s notice. But one thing that can make your decisions more straightforward is establishing a channel plan – an advanced directive for how your brand can and should distribute its content marketing efforts on rented channels like social media, and what you expect to achieve.
Social Harvest is a lean, mean, and scalable data gobbling machine. Built with Go, extensible with virtually any other language via data streams and a RESTful API and supports both SQL and NoSQL databases. The customizable dashboard can accommodate the visualization of any data with widgets.Social Harvest is an open-source social media analytics and monitoring tool. It's goal is to help provide insight for social media for individuals and small businesses. It is not designed as an enterprise tool; however, there is nothing preventing the enterprise from finding value within it.One of the primary focuses of this tool is cost…
Every social media conversation surrounding your brand is important. And the more it spreads across the social network, the better your “reach” becomes. So reach is nothing but a metric that lets you understand how far you are able to connect with your audience. It gives you a fair idea of the potential size of your audience, which obviously gives you clarity on improving your approach.
People respond to good imagery, fun videos, and some interesting podcasts once and awhile. Jazz up your content by using this type of media regularly. Your social media pages will look bland if all you post and share is text, so be sure to use other types of media to catch your audience's eye. This is also a great way to add a level of personality to your brand.