Social media has grown from a curiosity to an integral piece of corporate strategy in the space of only a few years. Nearly overnight, companies have brought on whole teams of specialists to craft effective social media strategies and manage multiplying numbers of social media accounts. Companies are hungry for better social media tools to engage their constituents. Below is a list of five features key to delivering on a social media strategy.
Social media doesn't sleep, but that doesn't mean you don't have to! Ensure your social media management tool of choice allows you to schedule messages in advance. So, even while you are in meetings with clients in New York, you can schedule messages to go out to your customers in Tokyo during their workday.
If you want to take scheduling to the next level, look for a tool that offers the ability to schedule large batches of messages at once. This will be an incredibly useful time-saver when it comes to managing campaigns or contests that require heavy messaging around a certain period of time
When it comes to interacting with your customers, those in different locations may have different needs, speak different languages or follow different trends. You're going to want a tool that optimizes your searches and filters your searches by language to help you curate relevant content for different demographics.
Social media is also an effective way for businesses to keep their finger on the pulse. Setting up keyword search streams provides insight into what your customers think is trendy. This can assist with the development of a marketing strategy that focuses on your customer's lifestyles and personal preferences.
Keywords are useful for keeping track of competitors' activities but they're also useful for tracking brands that are complementary to your offering. If your product or service is often purchased in conjunction with another product or service, keep an eye on the complementary product's social media activity to take advantage of promotions or recent sales, as these are potential leads ready to be converted.
It takes two to tango, especially when it comes to being social. Collaboration is key when it comes to developing and executing an effective social media campaign. Ensure your social media management tool enables you to seamlessly collaborate with your team to ensure you execute an integrated social media management strategy.
Gone are the days of social media purely being about "building buzz." It is now a line item in budgets as companies invest resources in these channels and there is an expectation for reports which show ROI for social media outreach.
Make sure your tool has the ability to analyze important metrics such as click-through rates on shortened links, clicks by region and top referrers. It's also important to have access to Facebook Insights and Google Analytics.
The most effective tools will provide the ability to access in-depth granular metrics on the efficacy of your social media programs. This will allow you to determine which messages resulted in the highest number of conversions, which platform is providing the greatest return and which time of day is most effective to drive traffic.
WHAT IT TAKES TO GO PRO
Social media is here to stay and to maintain a competitive advantage, businesses need to stay abreast of this ever-evolving space. I've recently completed the training and become a Certified HootSuite Professional and have found that HootSuite is a tool many find very useful. I am also familiar with TweetDeck and Adobe Social. The point is, there are products out there to meet your needs.
What are you using to satisfy these 5 Must-haves?