As a millennial (but not one of the whiny ones that baby boomers complain about), I grew up in the age of online friendships and followers, which has exploded into a world of digital living. If I want to find a restaurant, I hop on Yelp. Recipes or clothes? Pinterest. Trying to be an adult? LinkedIn. The best thing about these options is that they have already been vetted by other people! I’m going to trust a Facebook friend who recommends a product 1000x more than a description on the product website.
If you only have an editor or two managing the content marketing process, the bandwidth for consistent distribution and conversation monitoring may be limited to a few outlets; however, if you have a full team of writers, editors, and other distribution partners at your disposal, the extra manpower (or womanpower, see above) affords increased flexibility and control to manage content across many more channels.
Last but not least, the reason that is most likely to lead to ROI: increased inbound traffic. Without social media, your leads are limited to people who are familiar with your brand and people who find you by searching ranked keywords. By increasing your social media content frequency and expanding your social media channel presence, you are adding another path back to your site. And as a result, you’ll receive higher traffic, as well as more conversions.
It is imperative to monitor all comments and respond in a timely manner.  Good or bad, all feedback needs to be addressed.  If someone praises your product and/or service, thank them.  If they have a complaint or concern, reach out to them.  It is important to investigate the validity of the negative comment and address it immediately.  Customer feedback can help you better understand reaction to your products and/or services (we will discuss further in next section).

Displaying your business’ personality through social media is one of the best ways to connect with your target audience. Your social media channels are just expanded opportunities for your brand’s voice, content, and interactions. A new customer may stumble upon your Instagram feed if they’re an avid Instagram user or a customer might be more likely to become a repeat purchaser if your online brand presence becomes more consistent and recognizable.


Telling a powerful story: A whole story? Huh? But you’re only allotted so many characters on social channels. Yes, yes, I know, but there are ways to pull powerful quotes and engaging tidbits from a story that will leave the reader wanting more, therefore directing them to your website. Charity:water does this phenomenally well. Yes, they are already a charitable company with the mission of providing clean drinking water to every person in the world, but as a non-profit organization they’ve been incredibly successful continuously trumping their fundraising goals, and I’d be willing to bet a big part of this is due to how gracefully they tell their story to social followers. Their content has a way of spurring their audience to get involved and contribute to the organization. When I first learned about charity:water at Hubspot’s Inbound conference in 2013, their heart-wrenching video spurred me to create a birthday campaign in which you ask your friends and family to donate rather than give presents. One recent campaign that they’ve shared throughout all of their social channels is called “Why I give” in which individuals who donate share their stories. This adds the human element, tells a story, and even has the power of spurring followers to action. Take a look at the post below featuring a “well-known, well-loved charity:water supporter,” Shakil Kan. The quote featured tells a mini-story and is inspirational, intriguing the viewer to click.
When it comes to using social media marketing to build your business, the worst action is no action, and your biggest problem is being invisible, not being talked about negatively. As long as you're part of the conversation on the social Web, you can hear what's being said about you and massage negative perceptions about your business. But if no one is talking about you, you have no chance for growth. That means you need to get involved on the social Web as soon as possible, not only to capitalize on the opportunities that it presents to your business, but also to develop and protect your reputation.
We tested the core tasks critical to each platform's social media management and analytics features, with SMB and enterprise business value in mind. Such core tasks include how each tool gathers listening and mention data from the main social networks and other sources, and how creatively and effectively each tool transforms and presents the data with reporting and visualizations. We also tested how each tool configures and sends alerts, connects social data to tangible ROI, and does both competitive and community analysis on top of offering an intuitive home base for social publishing and content curation.
The Audiense platform combines rich social data sources with world-leading cognitive and machine learning. Audiense builds and dynamically maintains insights right down to the most granular individual level. Easily identify and understand audiences that matter most by using; insights from demographics, behaviours, personalities, affinities, content, influencers, brands, competitors and more. Automatically build segments and create profile recommendations to activate target audiences on social, digital and offline channels such as Twitter, Facebook, Instagram and email, delivering highly relevant and personalised media We have two different products: Audiense Connect: Smart Social Marketing for Twitter and Instagram https://audiense.com/products/audiense-connect/ Audiense Insights: Powerful intelligence to identify and understand audiences, inform your strategies and take action https://audiense.com/products/audiense-insights/
One more tool I came across with this year is viralpep. Some extraordinary features that outstands other social media management tools are – 50 Social Profile which you can maintain easily on a single platform, Unlimited Posting on social profiles, Scheduling Posts so you can manage your profiles more reliably, Manage a Team of 20 can help in conveying your messages, making the postings fast and easy, 24/7 Support of team for the client, Profile & Post Timezone while you are scheduling it becomes easy to set time, GIF Support, Like and Share, URL Shortener, Video Share, Link Preview is available, hashtag is supported & is Mobile Friendly.
We already know from Larry that posts with emojis receive more attention. Similarly, when examining our tactics with images, we found that photos will generally receive more attention. This was further affirmed by Convince&Convert, who report that posts with pictures generate 150% more retweets. At WordStream, we analyzed posts on Twitter and Facebook and found that the most retweeted or liked posts featured images of real people--#PPCkid and images of our employees worked fairly well, but even memes featuring a real human work as well.
WhatsApp was founded by Jan Koum and Brian Acton.WhatsApp joined Facebook in 2014, but continues to operate as a separate app with a laser focus on building a messaging service that works fast and reliably anywhere in the world.WhatsApp started as an alternative to SMS. Whatsapp now supports sending and receiving a variety of media including text, photos, videos, documents, and location, as well as voice calls. Whatsapp messages and calls are secured with end-to-end encryption, meaning that no third party including WhatsApp can read or listen to them. Whatsapp has a customer base of 1 billion people in over 180 countries.[53][54] It is used to send personalised promotional messages to individual customers. It has plenty of advantages over SMS that includes ability to track how Message Broadcast Performs using blue tick option in Whatsapp. It allows sending messages to Do Not Disturb(DND) customers. Whatsapp is also used to send a series of bulk messages to their targeted customers using broadcast option. Companies started using this to a large extent because it is a cost effective promotional option and quick to spread a message. Still, Whatsapp doesn't allow businesses to place ads in their app.[55]
Everypost is a social media tool that simplifies social media publishing. Everypost facilitates easy curation of content visually coming from a number of sources, post customization and scheduling, and taking massive control over users’ media social pages. The publishing solutions offered by Everypost are unique and provides a good platform for users to share their multimedia content across several social media platforms such as Twitter, Google+, Facebook, Tumblr, Pinterest and LinkedIn. Everypost presents the content curation feature that enables users create content all in one place. The content curation feature is ideal as it makes it simplifies for users the…
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
NapoleonCat.com is an analytics, engagement, and publishing platform for social media marketing. Users can publish on Facebook, Google+, and Twitter at once; plan their content with calendar and drafts; and include their clients and coworkers in the content design and decision making process with customized post flows. They also can curate their current and future clients while quickly responding to their questions and comments either via a private message on Facebook or through a comment on Instagram. Users can access in-depth analytics on any page or profile on Facebook, Twitter, Instagram, YouTube, and Google+ to track the effectiveness of your or your competitors’ marketing efforts. NapoleonCat.com also makes social media marketing automation and reporting possible and enables users to process email and SMS complaints. They can also invite their co-workers, clients, and support team to work with them. NapoleonCat.com was founded by Grzegorz Berezowski in December 2011 and is based in Warsaw, Poland.
Meet Edgar took the digital world by storm when it was one of the first social media management tools to popularize “evergreen sharing”. They have certainly evolved since their beginnings as a simple library of repurposed content and they deserve to rank in our list of tools. However, the other tools have caught up and Edgar’s primary point of difference is fading.
Social media management tools centralize your social efforts and publishing in a single console or dashboard. These platforms let you add rich multimedia to posts, tailor messages to different networks and audiences, and toggle social channels on and off. These platforms take much of the manual effort out of managing different social profiles on Facebook, Instagram, LinkedIn, Pinterest, Twitter, and more. Combined with the analytics you're gathering on engagement, followers, posts, and a host of other metrics, these platforms help you get a handle on your social media efforts. They also help you feed all of the data you're gathering back into your online marketing, customer strategy, and other areas of your business. To one degree or another, social media touches just about everything.
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:
Social media marketing can be a time sink for those who are wasting too much time on it — with little returns. Time is critical for a social media marketer, so by creating and implementing the right strategy will let you save a lot of it. Which you can utilize on things that actually matter, such as taking your marketing and business to the next level.
Now that you have identified a manager, set up your pages, and developed a planning calendar, it is time to start generating engaging content.  Once you generate content, you can plug it into the dates/times you have reserved on your social media calendar to compose posts.  As you consider content, think outside of your company and put yourself in your customer’s shoes.  What type of information is not only engaging, but is something followers would like to share?  Creating sharable content is one of the quickest ways to pick up new followers.
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.
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.
Taking care of your social media presence is just as important as providing brilliant content for your audience. Not only do you inform them about things they might find useful, but you can also interact with them and receive valuable feedback and ideas for topics, connect with other people in your field and establish collaboration, and reach out to influencers, among other things.
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