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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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10 Ways to Prepare for Your Social Media Manager Interview

August 10, 2013

How to prepare for your social media manager interview

Introduction

Social Media Manager has become a rather popular position lately. Whether it’s a dedicated or partial position, the function exists within most organizations.

Enterprises, non-profits, small businesses and associations understand the benefits of maintaining social media channels to generate awareness, engage with prospects and interact with customers and partners.

A Friend’s Interview

Recently, a friend of mine was preparing to interview for a Social Media Manager position. He was looking to transition into that position from a related role and asked me for advice on how to prepare for the interview.

Here are ten tips on how to prepare: they’re meant for people who haven’t done the job before.

1) Clean up your social media profiles.

It's important to manage your privacy settings on Facebook

Pictured: privacy settings options on Facebook.

I can guarantee you that your social media presence will be a key consideration for this position. Your prospective employer will look you up on LinkedIn, Facebook and Twitter (in that order).

Congratulations on passing the “sniff test” – you scored an interview.

That being said, between now and the interview, clean up and optimize your profiles. Professional-oriented sites like LinkedIn are a given; also be careful to review the “Who can see my stuff?” settings on Facebook and un-tag yourself from photos that you wouldn’t want your mom to see.

2) Find and discover the organization’s “brand voice.”

Every organization has a “brand,” which means that every organization has a brand voice. In other words, do some research on your potential employer.

Check their website for a listing of their mission statement or core values (example: the core values of Zappos).

Understand what’s important to the organization, along with their vision for the future. Then, subtly reference some of the information you learned during your interview. When you get the job, you’ll need to tweet, post and pin with the brand voice.

3) Practice being the organization’s Press Secretary.

Jay Carney (photo via Wikipedia)

Photo of Jay Carney via Wikipedia.

Jay Carney is President Obama’s Press Secretary. Like all presidential press secretaries, Carney has a challenging job. He needs to stand up in front of the White House Press Corps and answer questions.

Sometimes he’ll be thrown “softballs,” while other times, he’ll need to address pointed and difficult questions. Carney needs to answer the questions in the “brand voice” of the Oval Office. As a Social Media Manager, your followers on Twitter (for example) are the press corps and you’re the press secretary. So watch a few White House news briefings and see how Carney handles questions.

4) Immerse yourself in the role.

Plan a number of 30-45 sessions during which you observe brands in action (on social media). “Like” some brands on Facebook, both in the target industry and a few outside of that. See how they’re crafting their status updates on Facebook.

Then, venture over to Twitter, Pinterest, Tumblr and other social networks and observe how brands are using those channels. Pay particular attention to how those brands engage with their audience. You get bonus points for tracking a single brand across channels and figuring out how they uniquely use each one.

5) Be prepared to define ROI.

It’s great that you’re proficient at tweeting, posting and tagging. It’s even better when you can do it in the brand’s voice. Some organizations will want you to take it to the next step and measure the Return on Investment (ROI) of social media.

So do some research on ROI models (for social media) and be prepared to talk through some of them. Then, turn the question around and ask about the organization’s goals with social media. Suggest particular social media metrics that can be assembled to tie back to those goals. The key point: the definition of social media ROI should be unique to each organization.

6) Do research on social media advertising.

Twitter's Promoted Tweets set-up

Pictured: some of the targeting options available in Twitter’s Promoted Tweets.

There are lots of options for spending money to augment your reach on social media: Promoted Tweets, Boosted Posts (Facebook), Sponsored Updates (LinkedIn), etc.

Do some research on how these work: how are they priced, what are the benefits, how can you measure, etc. If your prospective employer is not yet using these tools, you can score bonus points by planting the seed (with your knowledge).

7) Consider celebrating your outsider status.

Let’s say you’ve never worked in the industry of your prospective employer. Especially for social media marketing positions, employers are starting to look past the “industry experience” pre-requisite.

If the topic comes up during the interview, be prepared with a way to celebrate you outsider status. You may bring a new perspective to the organization’s approach to social media and be able to communicate in a fresh, new way (while maintaining the brand voice).

8) Research agency relationships.

While this may only apply to larger organizations, do some research to see if your prospective employer uses agencies in its social media: PR firms, design firms, interactive agencies, etc. A good place to check is the “Press Release” or “News” pages on their website. Having this information in your back pocket keeps you better informed going into the interview.

9) Think up a creative idea or two.

Do NOT tell your prospective employer what they’re doing wrong on social media. However, it’s fine to observe what they’re doing and think up new and creative ways to do the same thing. Sort of like this: “I noticed you’re doing <this>, have you considered doing <that>?”

10) Research past campaigns and contests.

Take a look at past social media campaigns and contests run by your prospective employer. Understand what they were looking to achieve and how it was received by participants. You’ll have a role in campaigns and contests going forward, so speaking knowledgeably about them during the interview puts you ahead of the pack.

Conclusion

It’s important to remember the “larger calling” of your role. It may be neat to tell friends that you get paid to tweet, post and pin, but it’s all in the context of the organization’s goals.

The social networks are the tools that you use to help achieve those goals. Portray that message during your interview: your excitement about the opportunity is less around social media and more about leveraging social media to advance the organization’s cause.


10 Ways Your Tweets Continue to Be Seen

June 30, 2013

Tweets can stick around for a while

Photo credit: Flickr user mkhmarketing via photopin cc

Introduction

Conventional wisdom is that Twitter is the essence of the real-time web: a here and now, in the moment medium. If you’re tweeting when your followers aren’t online, then they won’t see those tweets. That’s how the thinking goes.

In May, I tweeted about the San Jose Sharks. A few times this week, users have “favorited” that tweet. The NHL season is long over. In fact, what’s getting “favorited” was a tweet from May 19th, well over a month ago.

The conclusion? Your tweets can live on for far longer than you think. Let’s consider ten ways that can happen.

1) “Activity” on your tweet from other users.

When you access the “Activity” area on Twitter.com (Home -> Discover -> Activity), you see activities taken by the people you follow: whom they just followed, what tweets they favorited, what tweets they retweeted, etc.

If someone came across your “old” tweet and favorited it, that becomes a form of “re-promotion,” as that activity can be seen by many others. Because of hash tags, search, etc. the “favorite” (and all of the subsequent favorites) may come from users who don’t even follow you.

2) Views of tweets on your profile page.

Active tweeters get noticed, which leads to “views” of their Twitter profile pages. On my Twitter profile page, you can see all of my recent tweets.

When you scroll to the very bottom of the page, you’ll notice an “endless scroll” feature, where the page updates with the next set of tweets – and this continues on and on, the more you scroll. So in this manner, you can find my San Jose Sharks tweets from May, if you’re willing to scroll that much.

3) Twitter Cards.

See what I did (above)? I used a Twitter Card to embed a tweet in this blog post. These cards make it super convenient for writers, bloggers, etc. to re-publish tweet content. And the card makes it easy to reply, retweet, etc., directly from it.

4) Getting a Retweet (RT).

Users who retweet (RT) re-surface your tweet to all of their followers. While the RT will preserve the timestamp of your original tweet, the tweet will appear in timelines based on the time of the retweet. The tweet from last week that you thought was forgotten? It could gain a new life via an RT.

5) Search (and hash tags).

Following the eventprofs hash tag is done via Twitter search

Twitter users will often perform searches. They might be looking for something specific – or, they may like to “follow” a hash tag. To follow the popular #eventprofs hash tag (for meeting and event professionals), you’re actually performing a Twitter search. And people checking out #eventprofs activity may see your tweet from one week ago (or perhaps one month ago).

6) Twitter Ads.

Promoted Tweet from Samsung Mobile

Users (and brands) can buy a form of Twitter Ads called Promoted Tweets. They select from existing tweets and mark them for promotion (advertising). In this way, they’re able to take “old” tweets and can keep them “top of mind” by advertising that tweet. As you can see above, the tweet promoted by Samsung Mobile was posted over a month ago.

7) Screen shots.

Celebrities have been receiving a lot of notoriety lately with their use of Twitter. When a celebrity tweets something controversial or inappropriate, they’ll often delete the tweet or shut down their account altogether.

The “undo button” doesn’t entirely work on Twitter, however, as users can take screen shots of the tweets (for posterity). See this Huffington Post article on Alec Baldwin, which mentions his inappropriate tweets (including a screen shot of them).

8) Being seen in a Twitter List.

You’ve probably been added to one or more Twitter Lists. I have a Twitter List of people I’ve met in real life. As users discover new Lists and peruse the related tweets, they may find tweets (of your’s ) from weeks or months earlier.

9) Being seen in a user’s Interactions list.

If you “mention” other users on Twitter, you’ll appear in their “Interactions” area. Twitter users LOVE to see mentions and interactions. So a tweet you consider old may live on in another user’s “Interactions” area. Don’t be surprised if you receive a reply today from your tweet from last month.

10) The Library of Congress.

Via a partnership with Twitter, the Library of Congress is building a digital archive of tweets. In January 2013, the Library of Congress announced that they had archived 170 billion tweets! So behave yourself: your tweets are now a matter of public record in the annals of the Federal government.


5 Reasons to Run Social Ads for Product Marketing

April 27, 2013

Social ads help generate awareness

Photo source: User TimYang.net on flickr.

Introduction

As a product marketer, you need to generate awareness of your products. Of the many tools in your tool chest, social media has emerged as an effective swiss army knife.

While some have found success driving leads and opportunities via social, I’ve been using it to generate awareness. I’ve found paid social ads to be a necessary complement to my “organic” (non-paid) social marketing.

Let’s consider five reasons to run paid social ads for your product.

1) Our short attention spans are getting shorter.

Across television, the web and print; across devices mounted on walls and in our palms, we’re inundated with more media than ever. How can we pay attention to any one thing? It’s hard and social media adds more food to the media buffet. Paid social ads can provide you with a small boost of attention (with your target buyer).

2) Your posts on social media are bound to be missed.

Let’s face it: unless your product is sold to social media managers, your target audience is not on social media all day long. In addition, social media is breaking news, real-time information, here, now. I like to say that if happened yesterday on social media, it didn’t happen. Paid social ads help combat this.

3) Gets you past social gatekeepers.

Reach more people with Facebook Promoted Posts

You spend years building up the Likes on your Facebook Page. Now, you pay for Promoted Posts to reach your own fans? Yes, that doesn’t seem quite right to me.

But I’m a pragmatist. “It is what it is” and you know what? It works. Spend $10-$15 and get more awareness to your own followers (Likes). You’ll also reach people outside of your network and have the potential to generate new Likes (of the post), shares and Likes (of your page).

4) Extends the life of your social posts.

So you wrote an awesome case study, then crafted a creative tweet to promote it. Chances are 95% of your followers didn’t see the tweet. And of those who missed it, another 95% will never, ever see it (the other 5% may see it because you included a hash tag that they follow).

With paid social ads, you can set a budget and your ads (posts) will be promoted until the budget runs dry. If social media posts suffer from radioactive decay, then social ads double your half-life.

5) New targeting options available.

You can now target Twitter ads by keywor

Twitter recently launched keyword targeting for Twitter Ads. Now, you can target your Twitter ads to users who engage with certain keywords in their timeline or in search.

Let’s say you tweeted about your daily special at your hot dog stand. You can now promote that tweet via these keywords: hot dog, ketchup, mustard, frankfurter, relish. The targeting can help not only with awareness, but also in driving conversions (leads).

Conclusion

The fun thing about social media is the fast pace of change. And while I’ve focused on Facebook and Twitter ads in this post, I’m sure new advertising options will emerge. In addition, there are existing options to explore, such as LinkedIn Ads. So experiment, measure and adjust. And have fun!


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