social media management

Why Social Media Management Takes a Village

The numbers are staggering.

According to The CMO Survey, since 2009, social media spending by businesses has increased 234%. Currently, at just over 10% of marketing budgets, it’s projected to double in the next 5 years.

Hands down, social media is the area of digital marketing where our agency receives the most questions. Clients ask about changing algorithms, the ad creation process, and audience targeting. In a recent conversation with one of our clients about our social media management process, she expressed her amazement at the many layers to our approach, and it made me think that perhaps our process would be useful to others.

At Resourceful Business (RB), we have found that simply put – social media management takes a village. The process is fluid and complex, and to execute it well, we must PLAN, THINK, COLLABORATE, and MEASURE with rigor and consistency.

Here’s what we do:

PLAN the content that drives social media

Step 1: Rotate the focus and types of social media posts

Every business has different facets to their brand, and marketing should use these defining aspects to reach different audiences. Our social media team will develop a content calendar that looks at what types of social media posts might optimally represent the brand and put these different categories into a rotation. For example, each week we may create one inspirational quote, link to a past blog, curate one article we like, create a new visual for some aspect of a blog or even build a quiz. On our internal content calendar, we will plan these posts out several weeks in advance for each client, so they can be put into rotation with consistency.

content continuum

Step 2: Use the content continuum

Digital marketing content is on a continuum. At RB, we are in the camp that believes there are three categories: lightweight, middleweight, and heavyweight. Social media is lightweight content, but it is intricately linked to both middleweight and heavyweight content. In fact, social media is often used to leverage middleweight and heavyweight content and push it out to new audiences in novel ways. When we create social media content, our team is always thinking about how it relates to other content on the continuum. For example, if we have a great blog, we might take the key points and create a visual infographic from them. That visually enticing infographic might take off on Pinterest or LinkedIn SlideShare. The point is that content, including social media posts, is not created in a vacuum but rather as one piece of the content continuum.

THINK about the target audience

Step 3:  Identify the social media platforms used by the target demographic

Social media marketing is an incredibly powerful tool, and what differentiates it from mass market tactics is the ability for customers and marketing practitioners alike to define and target a specific audience. Social platforms give many audience targeting choices from geographic location to interests, job titles and even type of mobile device.

Sprout Social has an excellent blog outlining audience segments and which social media platforms they use. Depending upon the platform, there are distinct variations in user age, income, location, and education. One interesting contrast, for example, is that Snapchat attracts a young crowd with 71% of users under the age of 25. On LinkedIn, only 23% of users are between 18 and 29. Not surprisingly, if we have a client that is targeting a young audience, a LinkedIn company page may not be a marketing priority.

Facebook organic reach

Step 4: Establish the role of paid social

The organic reach, audience reach not related to a paid ad, of different social media platforms varies considerably, but certainly, strategic boosts, ads or promotions are an essential part of any successful social media strategy. A case in point is that by some estimates, only 2 to 7 percent of organic Facebook posts reach followers. The decline in organic reach on Facebook has been trending since 2012 when Facebook changed its algorithm to reduce the number of organic views. In fact, one of the real challenges of social media management is algorithms can change at any time.

Therefore, any social media strategy must include a component of paid social to widen its audience reach beyond what can be attained organically. In addition to selecting which posts will be boosted or promoted each week, a member of the RB team must create the ads in the social media portal. This process includes budgeting, audience targeting and tracking metrics after the fact.  

COLLABORATE to ensure social media excellence

Step 5: Use social media management tools

One of our essential social media management tenets is that the more team views and eyeballs we get on our client content before it goes out, the better it will be. That philosophy drives RB’s use of a number of collaborative social media management platforms. Some examples include Schedugram for Instagram posts, Canva for visual creation and post edits, Hootsuite for scheduling posts and Google Docs for collaborative social media documents such as a list of relevant hashtags.

One of our essential social media management tenets 

is that the more team views and eyeballs we get on our client

content before it goes out, the better it will be.

Step 6: Gather multiple team inputs for “agency quality” social media posts

A social media post that appeals to one person may not appeal to another, so an engaging post or image is an art and by no means a science. However, some aspects of a social media post which contribute to its strength include relevant hashtags, well-written copy, an absence of typos and crisp imagery. These factors can be controlled, and our strategy is to gather multiple inputs from our team in these areas to maintain a standard of social media excellence.

Here’s an example of our Instagram post creation process. RB team members play different roles throughout the workflow:

  • In Canva, begin with the Instagram Post design type template so the image is sized correctly
  • Add an image to the Canva template, typically sourced from numerous free stock photo sites
  • Overlay the client’s logo as a watermark in the corner of the design
  • Write the post copy and hashtags in two different Canva Team Stream comment fields
  • Reference the source of the image in another Team Stream comment field (RB team use only)
  • Solicit comments, edits and changes from different members of the RB team
  • Once approved, add the image and copy to our social media client queue in Schedugram

social media ROI

MEASURE social media impacts and then refine the strategy

Step 7: Define and track social media Return on Investment (ROI)

For any marketing strategy, it’s essential to look at the Return on Investment (ROI). Social media is no exception, and broadly speaking, ROI for social media can be viewed against many different metrics – audience reach, website inbound marketing traffic, or as a viable lead acquisition source.

Each month, our clients receive a report which shows social media engagement by platform. The RB team looks at many metrics (likes, shares, comments and top performing posts) and user growth. If there is a paid social strategy in place, we will look at top performing organic posts and boosted posts. More broadly, we look at month-to-month trends per platform, across different platforms and analyze the impact of social relative to key statistics in Google Analytics. As the year progresses, RB will examine trends and patterns over a longer trajectory.  

Step 8: Continuously refine the social media strategy

With consistent reporting in hand, our team will talk to clients and refine the social media strategies in place. Some recent examples include a shift of paid social dollars into more Instagram ads and away from Facebook ads. This particular business was very visual, and we saw Instagram users grow rapidly and overtake Facebook users within a few months. In addition, the type of follower we were attracting with Instagram aligned with the target audience the client desired. Another example is a doubling of Facebook ad dollars for one client as the Facebook user growth continued to climb and attract users that were converting into new clients.

“It takes a village.”

The old African proverb, “It takes a village,” alludes to the notion that the broader community is involved in the raising of a child, and today, the saying suggests collaboration is essential for a task at hand. When it comes to managing social media for clients, it’s an important maxim. Although a person can put an Instagram post up in seconds, it makes far more sense for client social media management to take a “village” approach, one that incorporates process, rigor, and accountability.

Plan, think, collaborate, measure – and throw in a great team. These are the essential elements of social media management excellence.

________

On occasion, RB may use an affiliate link in its blog and receive some form of compensation should you purchase a specific product. RB will only use an affiliate link for a tool we actively use ourselves and recommend as a resource.

Not Just Boat Poses and Downward Dogs: How A Yoga Studio Leveraged Social Media to Grow Its Brand

By Kate Goldberg, guest blogger for Resourceful Business

“Pull over and let me out,” I beg. We are navigating some pretty tricky roads through the Berkshires in a driving rainstorm, but for me, this is the perfect moment – and backdrop – to capture and post my yoga pose-of-the-day.

Semi-dramatic scenes like this were part of my daily routine in July when I participated in a month-long social media campaign run by Powerflow Yoga, a New Jersey yoga outpost with 10 locations. Contestants like myself eagerly awaited the studio’s daily morning post on Instagram with a specific pose to recreate. Students had until midnight every day for the entire month to upload their own interpretation of the pose to Instagram while using the hashtag #SummerofPower, as well as a basic tag to @powerflowyoganj. The reward was a free month of unlimited classes to all who completed the challenge.

In today’s digital environment, many businesses use social media contests as a marketing tool. This approach allows companies to interact with consumers in a more casual, and entertaining way. The content may be unconventional, but if run effectively, social media campaigns like #SummerofPower can be even more successful than traditional marketing strategies at a fraction of the cost.

Social media campaigns like #SummerofPower can be even more successful than traditional marketing strategies at a fraction of the cost.

Here are four digital marketing insights I gained through Powerflow’s challenge that demonstrate the value of an effective social media contest:

1. Social media marketing builds brand loyalty

Throughout the month, I often logged on for the pose-of-the-day before I had even poured my morning coffee! I became extremely passionate and dedicated to the challenge, and I was always looking for unique scenery where someone could take my photo. I did a backbend on a cliff, a crow pose while crossing a footbridge, and a forearm stand overlooking the ocean. It made me feel great about my practice, and motivated me to get back into the studio whenever possible. The buzz surrounding the contest was palpable in classes, and I quickly learned that most people had an experience very similar to my own. This social media challenge was successful at creating a positive vibe, both in-studio and on Instagram, which in turn made everyone feel good about the Powerflow brand.

2. Social media brings exposure to untapped audiences

In a Pew Research Center Social Networking Fact Sheet, researchers found that 74% of online adults use social networking websites. Powerflow capitalized on that trend with their contest. By requiring students to use Instagram in order to participate in the challenge, current customers who were not already following Powerflow now had to do so. In addition, through the several hundred contestants sharing a total of 8,440 photos and tagging the studio each day, they were able to gain exposure to a previously untapped audience. As a result, Powerflow added 700 new followers, and according to VP of Operations, Alison McCue, it was the studio’s “largest and fastest digital growth” since they’ve been online.

“#SummerofPower was also used to promote all of our free outdoor classes…and the response was overwhelming,” said McCue.

3. Social media contests can lever the marketing of other events

There is no doubt that the Summer of Power yoga challenge gave Powerflow a captive audience that used Instagram to track the studio daily. Powerflow Yoga maximized this opportunity with a contest hashtag and leveraging the marketing of other studio events taking place during July. “#SummerofPower was also used to promote all of our free outdoor classes…and the response was overwhelming,” said McCue. Evidently, the social media campaign built some serious in-house momentum, along with the potential for a new client base.

yoga studio social media contest

4. Contest prizes incentivize social media sharing

Powerflow did a great job designating a reward that would keep people sharing photos and tagging the studio day after day. A free month of yoga is worth a lot of money to anyone who practices, and the promise of that at the end of the month was certainly enough to keep me going! A business needs to know their patron, and understand what will entice them to follow through with any type of social media contest. Whether it is a free tee shirt, a complimentary membership, or simple bragging rights, different incentives work for different consumers.

Social Media can grow a company’s brand and audience reach

Social media contests are an innovative, cost-effective way of reinforcing a company’s brand and have the potential for exponential reach. Many of the Summer of Power participants purchased packages after completing their free month. Another boon to the Studio, of the 223 people who completed the Powerflow Yoga challenge, 22 gifted their free month and 7 of those gifted purchased some type of package offered at Powerflow Yoga.

A recent marketing Infographic projects that social marketing budgets will double over the next five years. In order to stay ahead of the curve, businesses will need to follow the Powerflow Yoga lead and build and maintain a social media presence using everything from Instagram and Facebook, to Twitter, LinkedIn and beyond. The Summer of Power is a great example of a creative and savvy social media strategy that resonated with an audience and inspired them to come back for more.


Interested in talking social media strategy? Contact us.

 

Why You Must Fix Your Company’s Social Media Imagery and How

When you look at your company Facebook page or Twitter banner, do you feel uninspired? As you scroll down the content, do you see images that convey a totally different feel than what you would like your company’s digital presence to be? Is your content full of free stock images or perhaps lacks images altogether? These problems are just a few signs that it is time to overhaul your company’s social media.

Pictures make a huge difference to the success of your social media strategy. They drive engagement and ultimately referrals back to your website. The problem is that setting up social media accounts is just plain time consuming; and some aspects of it, such as understanding image size requirements, licensing and file types are fairly technical. Social media without great imagery, however, is an opportunity missed. Regardless of the social networks you choose for your business, here’s why you must fix your company’s social media imagery and how.

Images are branding opportunities

Every social media network has different image options and layouts which allow you to customize your company profile page, and these present branding opportunities. There are places for logos, banners and backgrounds, all of which can showcase your brand and great imagery. Pictures can show your company’s products, conjure up thoughts that inspire a consumer to want your services or just be clever and eye-catching. Captivating imagery will reinforce your brand and keep viewers on your page where they can learn more about your company.

For a simple fix, first look up image size requirements for the social network you are using or use a guide such as Hubspot’s Cheat Sheet, and upload custom imagery for your cover photos. Make sure you include your logo in some creative way. If you are not proficient in tools like Photoshop, there are numerous free apps which have social media templates you can use. Hubspot offers a set of  PowerPoint templates, so there is no expensive software required, and you can download your finished cover photo once complete.

Images lead to higher engagement

According to The Social Media Examiner, photos have an 87% engagement rate on Facebook, far more than text posts of any length. Similarly, in What Fuels a Tweet’s Engagement, Media Blog shows that retweets are boosted by 35% when there is a photo attached. Tweets with images take up more visual real estate and are more likely to grab someone’s attention. As the old adage goes, “Pictures are worth a thousand words,” and if your posts lack images, your social media engagement will be lacking too.

social media imagery provokes the imagination

Images provoke the imagination

Powerful marketing utilizes imagery for a reason. Pictures can tease the imagination and make us dream of going somewhere exotic on vacation, winning the lottery or even looking younger. Imagery is far more likely than text to capture someone’s attention and inspire them to click-through to learn more.

As well, colors can affect the decisions we make. For example, blue is often associated with trust, green with wealth and pink with romance. Colors are emotive, and therefore, another powerful tool that can be used with imagery to spark the imagination.

Images drive sales

Not surprisingly, fantastic product pictures can lead to product sales. According to Jeff Bullas, a prominent social media strategist, “In an ecommerce site, 67% of consumers say that the quality of a product image is ‘very important’ in selecting and purchasing a product.” Social media is a perfect platform to post high quality product images and link them directly back to your ecommerce store.

If you are concerned that a product photo shoot is beyond your budget, purchase a portable box kit which includes photo diffusion panels, color backdrops, a camera mount and lights. They are available for around $50 and will give your pictures a professional look.

you can tell stories with social media images

Images can tell a story

People love a good story. Pictures and videos can tell your product, service or company story far more effectively than written content. If you are able to convey a compelling story with images, consumers will want to be a part of it. Plus, pictures are more easily consumed and they are universal, so a critical tool for large global brands.

Not surprisingly, short videos have much higher user engagement than longer ones. In “The optimal length for video marketing content? As short as possible,”  Yoav Hornung explains that the shorter the video, the more likely that someone will hit PLAY. With a number of free editing apps for smartphones and tablets available, it is easy to create and add some product or service videos to your social media.

Free Image Sources

If you’re sold on the leverage that images bring to social media, but not quite sure how to begin, start by bookmarking a few free image websites. Here are three of my favorites: Unsplash, Jay Mantri and Picography. Another option, Google Images, allows you to specify usage restrictions, so you can search for images on the internet that are free to use or share and in the public domain. Also, keep your smartphone with you, and if you see a photo opportunity, take it! Build your own library of images. Then create social media posts with pictures and begin to monitor what types of photos engage your audience best. To customize the pictures, use a simple photo editing app like Canva.

Spending the time and energy adding pictures to your social media will boost engagement and convey your message in a compelling way. If you still need some assistance getting started, the Resourceful Business can help energize your social media with images and guide your social strategy. Contact us.