Social Media vs. Social Engagement
As a social media practitioner, I know it is sometimes overwhelming to remember all of the day-to-day responsibilities we have.
Did I post an update on Facebook?
Did I listen to all of my customers on Twitter?
What the bleep should I do with Pinterest?
How is my new YouTube video performing?
Add to these internal questions all of the inquires from corporate stakeholders, the blogs you have to read to stay updated on the latest trends, and education you must provide as a social pioneer, and it can seem like you are drowning in a sea of post-it notes (or in my case digital alerts).
As we covered, there is a lot of noise on the social Web so once you’ve started to Listen Up, Social Managers!, you can start engaging and the real fun can begin. Here are some strategies I’ve deployed at Jive to gain efficiencies and ensure I’m spending my time doing the things that really matter.
The first step is to create a detailed content calendar that tracks all of our proactive and reactive social conversations. From Tweets to detailed blog posts, we are strategic about the dialogue we were starting and joining.
Integrated Content Strategy
Additionally, we leverage our limited resources. For example, when we launch a new white paper, we re-purpose it into a series of blog posts, interview the author for a YouTube video, and promote all of these assets on both social and traditional outlets. This helps ensure we have a steady flow of information.
Vary Types of Conversations
We also focus on having different types of content and ensuring the frequency of each is relevant to each social channel (based on our previous ecosystem and engagement analysis).
- Industry / Social Business: Industry Trends (content created internally and externally), Hot Topics, Internal Expertise
- Customer: Case Studies, Testimonials, Interviews
- Brand Persona: Culture/Fun Questions/Images, Tactical Takeaways, Relate-able Office Banter
- Niche Topics: Community Management, Customer Service, Technical, etc.
- Promotion: Jive Company News (e.g., new executives, new partners, press releases), Product/Solution Offerings, Product Updates
- Events: Industry Events, JiveWorld, etc.
We set a goal to have 50% of our content on sites like Twitter come from outside sources. We wanted to ensure we were engaging and not a mass marketing machine.
Our plan for paid social is to Build, Nurture, and Convert our target audience. The early emphasis is to build Jive’s opt-in audience while opportunistically pushing conversions. As we mature in this area, the mix will gradually shift as the nurture campaigns prove successful. (We are currently still working on this aspect our program).
Bridge Online and Offline
A great example of this is our recent Office Hero campaign, which we launched to help support a free 30-day trial of Social Business Software. While the Office Hero YouTube video was central to our strategy, we wanted to engage in offline activities too. So, we did some larger than life activities in NYC Times Square and at relevant events like BlogWell Chicago. We had social media coordinators on the streets engaging audiences, going to Good Morning America, and capturing all of it on sites like Instagram, Twitter and YouTube.
How do you ensure you are building an engaging Social Business? What has worked well (and not so well)? Let’s learn from each other!
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