Social Media Channels

1 – Where should you be?

Evaluate all of the social media sites available and determine which will best serve the audience you are trying to reach. Working with too many social media channels can impact your digital finger print negatively. Maintaining your company presence on each channel takes time and your goal should be to publish quality posts and content. Managing too many channels takes time away from your ability to produce quality content and can shift your focus to quantity. Deciding which channels to work with should be determined by several factors, including types of content already being produced and published, and the number of individuals working on this content.
The most common channels to start working with are LinkedIn, Facebook Pages, Twitter and Google+.

2 – Fill in the blanks…

Every social media site has an “About Us” section. It’s important to utilize this space well. Company contact information should include your email, phone number and website. Make your company profile as complete as possible by including your products, the company history, your mission statement and whatever other information that you are asked about. One thing to remember is the importance of consistent company messaging and brand presentation across all of your social media channels when completing this section. Whatever you do, don’t ignore the “About Us” section. Make it easy for interested prospects to see who you are and be able to contact you when they want to.

3 – Smile you’re on camera…

Sample Cover PhotosUse your “cover photo” space and profile picture space to your best advantage. Place your company logo in your profile picture, to ensure branding when you are publishing out and engaging in content on these sites. As for the “cover photo” they seem to be getting bigger and bigger on many platforms. This space is ideal for promoting your company’s products, corporate message, upcoming conferences, current promotions and more. There is no limit to how many times you can change your cover photo, so utilize this space; it’s the first thing people are seeing when they land on your page.
Here are some tips on utilizing your cover photo space:


4 – Stay Organized …

If you are active on more than one social media platform or have multiple pages / channels active, you should create a tracking sheet with all of your usernames and passwords and social URL’s (Web addresses). If more than one person is going to be managing these pages, make sure you give them the logins or set them up with the appropriate permissions to access the accounts as well.

Keep your cover photo artwork together, so you can easily access it and make changes when company messaging changes or a new promotion goes active.

5 – Go make friends

Start following and “liking” companies that can provide mutual benefit to you and your followers. Who should you follow?

  • Your clients – staying current on what your clients are focused on can help position your products and services in a better light when working together
  • Experts & topics important to your business – being in the know can do a lot for your company and engaging with posts that are pertinent to your company product, service or mission can accelerate your brand reach
  • Competitors – it’s always good to know what your competition is focused on and what they are messaging


6 – Say something …

Start publishing quality content. Managing multiple pages and platforms can be made easier by using technology to automate the content publishing process. There are a lot of mixed messages regarding posting automation. Yes, it is important to vary your message across your channels, but that doesn’t mean you can’t plan ahead and “schedule” your posts to publish automatically, while you are on an important conference call or writing your next blog. My favorite term when it comes to posting is “set-it-and-forget-it.” Planning and writing content your audience will want to read and share with their friends and networks is vital to your content marketing success.

7 – Planning and managing your content…

The power of a planned editorial calendar can be the difference between successful social media management and epic failure. By utilizing content marketing software, like c9 prime, it’s easy to plan out your core content in advance. Workflow tools allow you to divide out the tasks across teams, and everyone can be focused on the same goal of creating quality pieces to publish out to your channels over a specified period of time. Setting up an initial 3 -6 month editorial calendar can provide the simple structure needed to maintain your company presence in the social media world, while maintaining product quality and quantity. This doesn’t mean you can post status updates about what’s happening in today’s news or in regards to a hot topic, but it gives you the foundation and timeframe for posting content, so your channels are regularly updated, active and current.

Planned content also lends itself quite nicely to the “set-it-and-forget-it” management concept.

8 – Tell your “friends”

Now that you have your accounts set up, company bios filled in, contact information readily available and you have done some posting, it’s time to start sharing the news that your company has a social media presence.

  • Share your social media channels on your website
  • Include links to these pages in your email signature
  • Include your new channels in your next newsletter


9 – Start tracking…

Facebook InsightsEvery social media site has metrics, some more comprehensive than others, but start with the basic Key Performance Indicators (KPIs). Initially it will be difficult to measure the Return on Investment (ROI) you are looking for, like increased sales or more leads, so the first KPIs you track and measure may be different from what you start looking at in 3 to 6 months. Start by focusing on the number of followers you have, the number of engagements you are getting and what types of posts are generating the most engagements. As your audience grows and you start to create more traction on your social media pages, you can start focusing on an increase in sales, more leads, greater brand awareness, etc.

10 – Don’t be afraid to cut your losses…

Don’t hesitate to evaluate your pages often: the types of content you are producing, the growth or lack of audience growth, and make some decisions based on those evaluations. For instance, after making your first video, you may realize that your content and team size do not allow you to regularly make great videos, so it’s okay if you scrap your YouTube page, before investing too much time into creating a channel that lacks quality content and doesn’t have an engaged audience. With so many sites available to choose from, it is easy to take on too much too quickly. If you can’t maintain your pages well, you are no longer serving your audience or adding value to your company’s brand. Disable the account so it is no longer available to the public until you are ready to manage it effectively.

For more content marketing emerging best practices and educational resources, please also visit www.ContentMarketingExaminer.comsponsored by Cadence9