We get asked a lot of questions this time of year about how businesses should manage their social media accounts over the end of year holidays. These questions come from non-retail businesses. Retailers are in full swing in social media, and on all their other channels at this time of year. But for other businesses, the landscape is different. As employees take time off, and customers shift to holiday activities and retail shopping, there is often a turn down in web and social traffic, as well as community activity. So, with less traffic, and fewer people to engage, what should you do? In this article I’m going to talk about some options for changing your engagement strategies around the holidays to accommodate work and life realities, and get better results with less stress.
Lots of brands are seeing the benefits of employees being social media brand advocates, but there are still concerns over turning employees loose on behalf of the brand. And there should be. Companies can loose a lot of money, in the millions, if there is a major public relations issue stemming from a social media related incident. On the flip side, some executives and managers are still hesitant to train their employees how to interact on social media on behalf of the brand. I'm talking about real training here, with experienced community managers or social media experts. Let me be clear, writing up what you'd like your employees to do, then having them read the policy, isn't training. It's easy for the most well intentioned people to make a mistake that can cause trouble. And, if it does cause trouble, it will cost your brand money. At that point, it's only a question of how much. The issue is the yin and yang of social media training. In the following infographic we break down the stats to show you how big the issues, and costs, are, and give you tips to help you build a better employee brand advocacy program.
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Hootsuite recently rolled out a beta version of new analytics. The new analytics are integrated inside your Hootsuite interface, and you can view them or go back to the old Hootsuite reports. We’re big believers that analytics backed decision making is essential for successful marketing. I’m always researching analytics tools, and analytics capabilities built into social media management tools, and we use Hootsuite for community management. I was really excited to see this, so in this article I’m going to show you Hootsuite’s new analytics. I’ll tell you about the good things, the things I’d like to see added, the costs, and the unknowns.
We review social media management tools regularly and our clients ask about them all the time. People want to know which tools are the best. We usually answer by saying the better question is, ‘which tools are best for you.’ There are a lot of great tools out there for managing social media. Many offer different features, or approaches to content publishing, and community management. To help people evaluate tools we’ve developed 11 keys to evaluating social media management tools. In this article I’m going to share those keys with you, and give you some dos, don’ts and tips for evaluating the tools you’re interested in.
A 2013 Marketing Land survey examining corporate social media risks and rewards from advisory firm Grant Thornton found that 71 percent of the executives polled said their company was concerned about possible risks posed by social media. Those worries are well founded. The Network published an article breaking down the costs for large companies of poor social media compliance training and put the overall number at $3.5 million per social media incident. The breakdown: direct financial costs ($641K), reputation damage ($638K), lost revenue ($619K), reduction in stock price ($1M) and litigation costs ($650K). Obviously not all social media incidents are the same, and mileage as well as costs will vary depending on your size and exposure. However, no matter what you’re size, any social media incident will likely incur costs in some, if not all, of the areas mentioned above. That makes social media use, and broad adoption a concern for executives and managers. This is especially relevant today as more and more brands seek to activate their employees to share on social media on behalf of the company. In this article I’ll look at some of the top concerns executives and managers have regarding social media content, interaction, and policies. I’ll then look at two distinctly different approaches to mitigating the risks. First, let’s look at some of the most common concerns about social media from executives and managers.
We’re huge proponents of analytics driven social media marketing. Setting goals, measuring performance, and optimizing your approach based on the analytics data is the best way to achieve success in the shortest amount of time. We setup analytics tools, and implement review and optimization processes for our clients. Since most social media networks have analytics data built in, and many common social media tools have analytics capabilities, to one degree or another, built in, our clients sometimes ask when they should invest in dedicated social media analytics tools. That’s a difficult question to answer, so we generally respond by explaining the value and benefits those tools provide. That, in turn, helps our clients decide if those tools are worth the money to their organization. In this article I’m going share five benefits of dedicated social media analytics tools, and some common reasons why organizations choose to invest in them.
We're in the process of refreshing our article on 9 Mostly Free Tools Any Digital Marketing Team Can User, but we decided to create a new list. This lists focuses on visual content tools that we use daily or weekly to create images to share, add visual impact to our content or message, and make all aspects of visual content marketing easier. As I said most of these tools are free, those that aren't are very inexpensive, especially considering the value they add to your content marketing. Let’s get started!
Hootsuite has supported stream monitoring for Instagram for a long time, allowing you to see your feed, and posts, and to comment, like and interact with the content on Instagram. A while ago they announced the ability to schedule content posts with Hootsuite. We currently use Hootsuite for stream monitoring and engagement of most of our social media channels. While we use Buffer for content posting and scheduling, Hootsuite is the tool of choice for many, and is an awesome social media management platform. We currently use Onlypult for scheduling and publishing much of our Instagram content, but we decided to switch to Hootsuite to give its new connectivity a test drive. In this article I’m going to look at setting up Instagram in Hootsuite, posting to Instagram from Hootsuite and the Hootlet Chrome extension, managing Instagram streams in Hootsuite, and the analytics available. In addition, I’ll talk about how Hootsuite and Onlypult compare.
A lot has been written about employee brand advocates over the last year as some organizations have chosen to empower their employees to share information about their brands. We've taken a look at a number of articles, and pulled out stats and facts in an infographic that tells a compelling story. From the customer side, not only is engagement with employees desired, it's becoming the expectation. From the perspective of the organization, not only do employee social brand advocates help market, but they also increase the trust of their brands, improve service, and help generate revenue. The brands that have done this successfully have come to one conclusion, to do this right, employee brand advocates need to be trained. See our infographic below.
More organizations are realizing the value of having employees actively engaged in social media representing the organization. This is true of for-profit companies, non-profit organizations, as well as municipal and other government entities. These brand advocates benefit their organizations in a number of ways from increasing reach, to spotting trends, to surfacing issues, to fostering a sense of connected responsiveness with the community. Across the board, the key to achieving success with brand advocates is training. In this article I’ll look at why employee engagement is important, why organizations should make employee engagement a priority, why training is critical, and the benefits beyond community engagement that come from having employees that are properly trained to be employee brand advocates.