INTRODUCTIONFor some years now, we
have seen businesses adopting social media and integratingthem in their business processes. While some have reluctantly outsourced, some areexperimenting with it and making it a part of company culture.Fundamentally, social media consists of 4 different stages| Listen, Analyze, Act and OptimizeSocial media is all about conversations, interactions and value addition, therebybuilding a strong business and reputation.
SOCIAL MEDIA STRATEGYAt the core
of social media strategy lies the Social Media Monitoring process.Without a strong social media monitoring strategy, it’s almost impossible to keeptrack of all the relevant conversations and engage with them. But how do you createa strong social media monitoring plan? How do you understand what is right andwhat is not?
1. Define business goals CONTENT
2. Define KPIs for your business problem 3. Carry out preliminary social media buzzUsing our professional experience with many researchbrands and agencies we have identified 10 4. Identify where you would want to monitorcrucial stages of social media monitoring.They are as follows: 5. Prepare a keyword strategy 6. Develop an action plan 7. Setup a team and define roles 8. Implement the strategy 9. Review the output of your strategy and iterate accordingly 10.Scale and Evolve
ANSWER THE WHY OFSOCIAL MEDIAIt
is impossible to ignore the basics of business, orskip it. You have to ask what you want to achieveusing social media. As of now, success stories ofsocial media range from customer acquisition tobrand building.There are many areas where social media can beof great help:
USE OF SOCIAL MEDIA •
Creating your marketing plan • Gaining industry and competitive intelligence • Building reputation and brand • Measuring the success of your marketing plan • Supporting online customer queries and complaints • Identifying and reaching out to influencers in your industry • Identifying leads and reaching out to them • Finding new hires for your company • Feedback from your customers, users and so on.
KNOW WHAT YOU WANTIt is
important that the business goals for yourorganization are laid out properly. It should beunderstood well before what you want to achieveusing social media.
DEFINE KPIS FOR YOUR "Most
people use statistics the way a drunkard uses a lamp post, more for BUSINESS PROBLEM support than illumination." Mark Twain
QUANTIFY YOUR SUCCESSOnce the business
goals are clear and wellcommunicated, it is time to know how you want tomeasure it. For instance, if building reputation isyour goal than how are you going to measure yoursuccess? Or if supporting online queries is your aimthan how are you going to measure it?
BREAK THE TRADITIONOF ROIHence KPIs
are really important to quantify youractions and results. Most businesses are stuck overROI and how to measure it. But through many casestudies and success stories, it is very clear that ROIis not always an important KPI for your business.KPIs need to be measured based on your businessgoals.For example, the best way to measure yourreputation would be to count how many newinfluencers have mentioned your business. Bymonitoring your mentions and keeping track of newpeople mentioning your brand, you can see thesuccess of your activities and know that things aregoing well.
FIND YOUR OWN WAYFor leads,
you can come up with KPIs like how manypeople online have I reached out and how manyshowed interest on weekly basis. It is important toknow what KPIs are relevant and what are not.Intermediate KPIs like these are very important.Furthermore, never let industry standard KPIs foolyou because all KPIs have their limitations. Nobodyunderstands your business like you do, hence, if it isrequired to sway away from a standard KPI andmake your own than it needs to be done.
"If we knew what it
was we wereCARRY OUT PRELIMINARY SOCIAL doing, it would not be called research, would it?" MEDIA BUZZ RESEARCH Albert Einstein
DO YOUR HOMEWORKAfter laying out
the foundation for your socialmedia monitoring strategy, it is now time to do somehands on work.By implementing Google search, Facebook searchor Twitter search, you can see what kind of buzzexists around your industry. How actively arepeople talking about it? How are your competitorsbeing talked about? All these preliminary exerciseswill be able to benchmark your expectationsaround social media.
FOCUS YOUR SEARCHPreliminary research helps
you get a feel of whatyou are going to put yourself up to. This could alsobe a stage of revelation which would require you tochange your business perspective. Understandingyour customer base and their activity is important, ithelps you focus your monitoring activities.Facebook and Twitter is not the whole of socialmedia. Preliminary research is hence necessary tomake sure that you discover more about yourcustomer base. There are thousands of groups andactive communities outside of Twitter and Facebookwhich could be of high impact for your business.
KEYWORDS ARE YOUR CLUESPreparing keywords
strategy for your social mediais very similar to that of keyword strategy for yourSEO campaigns. Just like understanding whatpeople are searching about, you need tounderstand what people are talking about. Thesetwo factors can be either different or samedepending upon your industry.The preliminary research can help you identifyrelevant keywords for your business. It is importantto make an intensive list of your keywords and keepiterating it.
MAKE A TO-DO LISTAction plans
are crucial for successful execution ofthe social media monitoring campaign. This wouldinclude many to-do items like:• Setup relevant social media reporting structure• Create standard communication template• Create relevant content to share• Create better landing pages to redirect people
SETUP A PROCESSEverything boils down
to what you want to say and • What are you going to do with the data collected?how in social media. Both are important aspect of • How are you going to manage the stored socialbusiness and reputation building in social media. media data?Action plans for Social Media Monitoring activities • How do you plan to response to influencers in socialneed to encompass following questions: media? Monitoring social media is going to bring huge amount of data, hence data management in itself can be a daunting task. But with a proper action plan, it is possible to take care of it.
DEFINE, ALLOCATE AND MONITORSetting up
a social media team is as important as Social Media Teams mainly consist of the followingsetting up your sales teams or product team. basic structure:Dedicated social media teams and make-shift social • Social Media Strategistmedia teams have a huge difference in theirperformance and results. • Content Writers • Social Media Response Team
BUILD A TEAMBesides any other
complicated organization charts,these are the basic need for your social mediamonitoring project.You need to have a strategist to make plans,identify trends, do back ground research and lookafter the whole project. Content writers are crucialso that fresh and relevant content are publishedregularly for your whole social media team.Response team are responsible for communicatingand distributing these content in social media andinteracting on social media. The roles andresponsibilities can overlap.
DRIVE YOUR PLANSWith team and
strategies in place, the next phase isthe implementation phase. For effectiveimplementation of your social media monitoringstrategy, you need to invest in better social mediamonitoring tool that can help you execute your planproperly.In addition to this, the team needs to be well-trained to generate as much value as possible fromthe tool. Most often, we have observed that usingsocial media monitoring tool is a skill set, like withany other tool, which needs to be developed.
TYPES OF SOCIAL MEDIA TOOLSThere
are different types of social media • Social Media Managementapplications and it is really easy to be confusedbetween them. Basically, there are following types • Social Media Monitoringof tools in the market: • Social Media Analytics (sentiment and demographic analysis)All these tools are designed for different purposeand are not same in terms of features and value to • Channel Analytics ( In other words Facebook andyour business. For your monitoring purpose, you Twitter Analytics)need to look in the tool which provides social medialistening capability, some analytics, management • Social Media Activation ( social media apps like quiz,and reporting. survey, contest app etc) • Social Media Ad Management • Community Management
REVIEW THE OUTPUT OF YOUR
“Failure is simply the opportunity to begin again, this time moreSTRATEGY AND ITERATE ACCORDINGLY intelligently.” Henry Ford
REVIEW! REVIEW! REVIEW!Once planning is
done and execution is initiated, it’stime to keep track of your strategy and measure itsperformance. This is where the KPIs will play a majorrole. The social media strategist need to keep track ofall the relevant KPIs and make changes to the planaccordingly.Social media changes rapidly over time, hence it’simportant to be on your toes. One important mantra insocial media is PLAN, EXECUTE and ITERATE. In socialmedia one needs to think like a publishing house:creating and publishing new content and creatives.A solid reporting framework makes a lot of differencewhen you are keeping track of your performance. Ithelps you reduce your effort and increases efficiency. Itis important to remember that without proper trackingof your social media activities, all the hard work will befutile.
GROWIn the end, when your
business is getting somewherewith your strategy, it is time to scale and evolve.Once you are confident about what works andwhat doesn’t, you can scale the process for moreaggressive social media initiatives. This would meanhiring more people, investing more on contentgeneration, innovating your product or serviceofferings, investing in more sophisticated socialmedia applications etc.
START MONITORING SOCIAL MEDIA LISTEN,
ANALYZE, ACT & OPTIMIZE C ON TAC T U S AT C ON TAC T@S IM PL IF Y360 .C OM www.simplify360.comL I K E U S O N F B / S I M P L I F Y 3 6 0 O R F O L LOW U S O N T W I T T E R @ S I M P L I F Y 3 6 0