It wasn’t all that long ago that businesses were just beginning to experiment with social spaces like Facebook and Twitter. In the early days, social media management meant posting occasionally, and many business people simply handled social media in between other job functions.
But those days are long gone. Today, social media marketing is as strategic and data-driven as any other form of digital marketing. Most social platforms offer their own native analytics functions, and there are scores of tools to help businesses use social media more effectively. from the exact times to publish to get the most engagement to the exact number of characters
Why are so many businesses investing so much in social media? Because the results are solid: according to HubSpot, social media produces twice the marketing leads of trade shows, telemarketing, direct mail, or PPC. Perhaps that's because 46% of online consumers count on social media when making a purchase decision.1
What Social Media Management Includes
Trusting an agency to handle your social media strategy and publishing can be a big step, especially for businesses that over time incorporated social tasks into existing positions.
However, working with an agency isn't like handing over the reins, exactly; your company's input and participation will always be essential to a successful social media strategy. There's no substitute for your company's engagement with fans and customers (particularly when it comes to customer service) or for sharing "in-the-moment" posts that help people get to know your brand.
Here's a breakdown of how it works.
VIEO starts by working with you to:
- analyze your current performance
- set SMART goals (ones that are specific, measurable, attainable, relevant, and timely)
- craft a social media strategy
- identify a partner on your team and develop a policy and process for responding to engagement
Then, we create a publishing calendar, conduct hashtag research, and begin writing social media posts and designing images and graphics to share. As we publish them, we carefully watch the reach and engagement of each posts so we can quickly learn what's working and eliminate what isn't, and revise the publishing calendar based on that information.
In regular reporting meetings with your team, we'll discuss results, update our goals and strategies, and stay up to date on any events, new products, and marketing campaigns we need to promote. When social media management is a part of a comprehensive inbound marketing plan, the data we gather will inform everything from your buyer personas and blog post topics to your PPC campaigns.
Social Media Monitoring
If the idea of monitoring social activity and responding to engagement sounds daunting, don't worry—HubSpot's social monitoring tool makes it simple. Not only are you able to see your history of social interaction with each person, but CRM integration means that you can also see each person's lead status. Creating custom "streams," such as mentions of your company, a hashtag you're targeting, or posts from your hot leads, allows you to zero in on the most actionable information.
Best of all, next to each post in a stream you can see whether the person is a contact, which of your posts they've interacted with, how many followers they have, how many times they've shown up in your streams, and even the lead owner from your CRM.
Effective social media marketing comes down to how responsive a company is to potential customers and how well they're able to convert social conversations into leads and customers. With a powerful tool like HubSpot, that's easier than ever.
If your website is your home base, your social media profiles are your homes-away-from-home.
When a potential customer visits one of your social media profiles, he or she rightly assumes that the visual identity and content they find there represent your brand just as fully as your website does. If you find that frightening, maybe it’s time to take a look at your digital branding.
VIEO Design’s digital branding services include high-quality graphic design for your social media and email marketing that not only represents your business, but clearly communicates your unique value in a way that appeals to your buyer persona.
We constantly research best practices and guidelines for each social media platform, several of which have very specific rules about what can and cannot be said in graphic design elements. We even include account set up if you’re branching out to a new platform.
Whether you simply want a custom-designed email template or need customized header and profile images for Facebook, Twitter, Google+, YouTube, LinkedIn, Pinterest, Instagram, or any other social network, you can be confident that the final product will make new visitors and brand advocates alike feel at home.