How to Succeed on Social in 4 Steps
Brands, large and small, turn to a dedicated individual or team to take the social reins. But when social is separated from the rest of the organization, it’s not as effective as it could be.
So what should your business do to ensure you’re using social media to its full potential?
Follow these four steps to get the most ROI from your social media efforts:
1. Break Down Silos
Too many brands unknowingly set up structures that keep them from meeting their goals. Not every department has personnel with social media expertise, but that doesn’t mean they can’t contribute to the overall.
Break down silos by having the communication team sit down with representatives of each department to understand their individual needs and discuss how social can further the company’s overall objectives.
A solid social plan should include exact metrics for each department’s individual objectives. These benchmarks should also refer back to the brand’s overall goals. Doing so will enable brands to keep better track of their efforts, prove individual benefits to each department and demonstrate social’s impact.
2. Use the Hub-and-Spoke Model
Content is key to any marketing strategy, but how you distribute your content has become just as important as the creation process. With the hub-and-spoke model, enterprise businesses can better visualize how to effectively distribute content and messaging to their different audiences.
The hub refers to the central location that houses your content, typically your website. The spokes, on the other hand, are broken down into two categories: paid (ex. promoted social posts) and organic (ex. email newsletters). Depending on which audience you intend to reach with each medium, your spokes should differ in messaging, content and length.
Enterprise businesses that implement the hub-and-spoke model will also be protected from any changes the third-party platforms make, whether it be organic reach or algorithms. By referring back to a content hub, rather than publishing original content directly on social platforms, businesses no longer risk losing their progress or scrambling to create a new strategy when changes occur.
3. Perform Social Listening
While the hub-and-spoke model will get content rolling out the door, distribution is only part of the equation. Businesses should listen to what’s being said about them in real time.
But how can they if only nine percent of tweets referencing a company use the brand’s handle?
Brands must turn to an all-in-one social listening software that can sift through thousands of daily posts and comments to identify potential crises, sales opportunities and customer service issues. To succeed in your social listening efforts, brands must pay close attention to the five particular audiences as outlined in Cision’s listening e-book.
4. Measure Results
Social media has been around for a decade, but only 42 percent of marketers have confidence in their measurement.
Why the major gap? On average, social media teams use three tools to get the job done.
While soft metrics, like retweets and shares, are important for engagement and outreach efforts, communication teams need hard metrics to demonstrate social’s value.
With one, integrated solution that combines monitoring and analytics, brands can improve messaging or campaigns in real time and prove investment in social.
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