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10 Ways to Optimize Your Social Media Channels

September 14, 2013

Social media channels
Photo credit: Flickr user mkhmarketing via photopin cc

Introduction

Some organizations are rocking the house with social media (a few come to mind: Coca Cola, Starbucks, Virgin America). At the same time, many organizations I speak to are challenged to achieve the results they desire using social media.

ON-DEMAND WEBINAR: Social Media Optimization: 10 Tips in 30 Minutes.

The challenge? It’s usually a combination of “lack of know-how” and lack of resources (or both). So here are ten easy steps to take to optimize your social media channels. You can perform these steps in any order.

1) Use consistent branding across channels.

For personal use of social media, I recommend that people use the same profile photo across all social channels. Why? Because followers who know you on Twitter will recognize you on SlideShare.

So the consistent photo removes a barrier to gaining that new follower. For organizations, use the same logo everywhere. Also, if you’re running a campaign, use the same campaign theme across your channels.

2) Strategically hyperlink from profile pages.

Check out all the valuable hyperlinks we’re afforded on the DNN Google+ page. Take advantage of these opportunities. You can drive clicks (to your web properties) from views of your social profile pages.

And, the inbound links will help with Search Engine Optimization (SEO). Don’t be too cute, however. Make sure your link’s anchor text aligns with the page you’re linking to.

Additional tip: YouTube allows hyperlinks in the description area of your video:

Hyperlinks on YouTube

3) Reciprocate.

Gain a new follower on Twitter? Verify they’re a “real” person (vs. a “bot”), then follow them back. It’s a nice gesture on social media to follow back. And, by following back, you get the opportunity to listen to what your followers are saying. On Twitter, following back allows your followers to send you a “Direct Message” (a private message), which is often an effective channel for customer service or related inquiries.

4) Tag (link to) other users.

When I share an article on social media, I like to “link” to both the publication and the author. Why? Because it gets you (or your organization) noticed by the publication and the author (in addition to sending them some good karma). The author may follow you, retweet you or respond to you. In turn, the author’s followers may decide to follow you. In short, good things can happen.

5) Learn the tricks of the trade of each social network.

Using the “retweet” button on Twitter. Setting up a Google+ Hangout. Managing your Circles in Google+. Each of these things is unique to that service: get to know these unique features well and your use of that service becomes more effective.

6) Measure, evaluate, adjust.

Become BFF’s with analytics (and yes, you really should become best friends forever). Did you know: Twitter now provides free analytics dashboards to all Twitter users (read more on the Constant Contact blog).

Use analytics to evaluate your social media effectiveness across a number of dimensions (e.g. content type, content format, topic, time of day, etc.). Metrics to track include reach, engagement and traffic. Next, draw conclusions that help inform your subsequent social sharing.

7) Mix it up.

I know of professional sportswriters whose Twitter profile is an automated feed of every article they write (and nothing else). While I love their sports writing, I don’t follow them on Twitter. Instead, I follow other sportswriters who comment, respond, retweet and engage. So mix it up: share content, retweet, respond and engage. Don’t be a social media automaton.

8) Engage proactively and respond promptly.

Users on social media can be chatty. And they expect responses to their issues or comments. Your role: listen to what they’re saying and respond promptly. A same-day (or same-hour) response is far better than one that comes tomorrow or next week.

9) Cross-promote your channels.

While your primary goal is to “be useful” on any given social network, there are times when you’ll want to promote your other social networks. Let fans know that you “exist” elsewhere. And, when you’re running events, contests or campaigns on a particular network, use your other channels to drive additional awareness of those activities.

10) Experiment with paid advertising.

Twitter Ads Dashboard

Image: a Twitter Ads dashboard for Promoted Tweets.

It’s great that you have a lot of fans and followers on social media. But did you know they’ll miss 80+% of what you post (that’s my own, unscientific estimate)? That’s just reality.

Paid advertising can create a higher likelihood that fans see your content – and, it extends your reach to people not currently following you. We’ve had fun experimenting with it here at DNN.

Conclusion

Social media can drive tremendous value to your organization – and, it can be a lot of fun doing it. I hope you found these tips useful. I presented a DNN webinar on this same topic recently – you can find the presentation slides below.

Originally published on the DNN Software blog.

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Top 10 Tips for Social Media Time Management

August 17, 2012

Introduction

Whether you use social media for work, pleasure, personal branding or all of the above, one of the trickier questions is, “How do I manage my time on social media?” Like New York, social media is the “city that never sleeps” and there seems to be a new social network emerging every week. So how do you keep up? Consider these ten tips.

1) Understand that you have a fixed amount of time.

Time (in the day) is a zero sum game, at least for those of us who require sleep. The 20 minutes I spend fixing the kitchen sink is 20 minutes I won’t have to do something else. So think of your social media activities as a continual give and take. Give the effort that you’re comfortable with, but don’t let it take over your life.

2) Let automated tools assist you.

On social media, you can find a tool (or app) for just about anything. A good number of tools are absolutely free, while others are paid (or freemium) tools. The Next Web published an excellent list of “50 (mostly) free social media tools you can’t live without in 2012.”

One tool that I like to use is Buffer, which allows me to schedule certain tweets at specific times. If I have an article to share late one night (on the West Coast of the U.S.), it won’t be seen on the East Coast, as most everyone has gone to bed. So I’ll use Buffer to schedule it to be posted (automatically) the next morning.

3) Know what you’re good at.

Figure out what you’re good at, along with what you enjoy the most (they’re very often one and the same). Then, schedule your activities such that you’re focusing 60% (or more) of your time on that very thing. My primary focus is Twitter. Other social networks may come and go, but I’ve enjoyed Twitter the most. And that’s where I spend most of my social media time.

4) Get into a routine.

Just like the morning coffee, the afternoon walk or the after-dinner dish cleaning, social media is incorporated into my daily routine. I have social media with my morning coffee, in fact. As I’m checking the morning headlines, I’ll tweet some interesting articles. As I see what’s written about my favorite sports teams, I’ll check whether any images are worth pinning on Pinterest.

5) Find the right blend.

Don’t stick to one sort of activity (e.g. tweeting links). Find a good blend of activities, which include publishing, sharing and interacting. Jenise Fryatt (@JeniseFryatt) coined the term “EIR” (Engage, Inform, Retweet) and routinely lists (and thanks) Twitter users with the hash tag #EIR.

When I started with Twitter, my activities were all about publishing. These days, I find roughly 25% of my tweets are interactions (e.g. at replies, retweets, etc.).

6) Use social networks’ mobile apps.

On my iPhone, I’ve downloaded mobile apps for Facebook, Twitter, Google+ and Pinterest (to name a few). The mobile apps have been tremendous for time efficiency.

Now, when I’m stuck on a 30 minute security line at the airport, that’s 25 minutes I get to check in with friends on Facebook, see what’s happening on Twitter, etc. (the other 5 minutes is consumed by fumbling for my driver’s license and untying my shoe laces).

7) Use email notifications to alert you.

While some have declared a death to email (partially due to social networks), I find it to be the “glue” that connects all of your social media activities. In particular, email is great for notifying you to take action.

For instance, I get an email when someone mentions me on Twitter. I can read the details (in the email) and if I’m on mobile, I can tweet back to the user right away. Similarly, I receive emails when someone comments on my Google+ post, so I know to reply back when I get a chance.

8) Spend 15% of your time experimenting.

Craft a 15% budget towards R&D (or, trying out new things). When Google+ first came out, I didn’t jump on board right away. But when I did, I spent a good chunk of my time on it, to learn about Circles, Hangouts and more. While Twitter rules the roost for me, that may not be the case forever. And it’s this experimentation that may identify whatever comes next.

9) Use aggregation and recommendation services.

The best example I can give is Summify – their service is so neat that they were recently acquired by Twitter. Summify creates a “daily summary of the most relevant news from your social networks.” In a given hour, you may have 7,000 tweets in your stream. You need to skim through a lot of text to find content that interests you.

Summify finds the particularly popular links that people you’re following have shared. It’s now incorporated into the daily email (sent by Twitter). The recommendations are so good that I click on more than half of the links.

Related services include LinkedIn Today and Twitter Stories.

10) Take a break.

You shouldn’t be on social media all the time. It may be hard to do, but allocate periods of time where you go completely offline. Trust me, you’ll enjoy the break and you’ll return with a fresh perspective on things. I took a break from social media to go camping – and it was fabulous.

Conclusion

So in closing, I’ll reiterate a few of the key points:

  1. Find what you’re good at (and enjoy) and spend most of your time doing it.
  2. Technology (tools, emails, aggregation services) will aid in time efficiency.
  3. Find the right blend of publishing, sharing and interacting.
  4. Use email notifications to alert you to take action.
  5. Take a break and go offline.

Note: I invite you to connect with me on .


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