Social Media Marketing Service – Overcoming Challenges
Once a social media manager starts a new campaign, it’s not unusual for every department to start voicing opinions. The sales team. The events team. The CEO. The SEO team. Suddenly, “too many cooks in the kitchen” syndrome begins. Everyone has an opinion, but they’re low on strategy. They don’t know how to measure results. How can you manage the chaos if you’re responsible for outsourcing your company’s social media services?
If your strategy becomes a watered down blend of opinions via text, email, and voicemail from your team, how can you tame the chaos and keep your new social media team from bailing on the campaign?
If the chaos has already started, you can tame it by moving through these steps. If you haven’t outsourced your social media strategy and tasks yet, make sure key decision makers are aware of “too many cooks in the kitchen” syndrome. They are easier to manage if everyone is aware of the problem.
Embrace the Social Media Team Concept
Sales team members, customer service team members, and industry experts all have a place at the social media table. While it’s easy to assume they don’t know as much as marketing managers about social media, they are experts and they can provide value in authenticity and “humanize” the brand messages. Their ideas do have value, and it’s a manager’s job to translate them into a social media strategy that works.
If your company has enthusiastic team members, maybe it’s time connect them to the social media accounts and work with them. You might experience some delegation issues at first, but SproutSocial has you covered with Assigned Tasks for team members and a Sprout Social Team Report for tracking. Instead of holding up stop signs to client team members who want to help with social media, try embracing them.
Note: Hootsuite also has a team feature. Even better, EveryoneSocial offers a social media sharing platform where team members can suggest posts with an app, and the social media manager can approve and customize them.
Team Tip: Don’t allow team members to post to social media accounts under the same log-in as your team (using the same log-in for multiple team members). Allowing them to post with their own credentials under their own name gives you the power to report on their progress. If they’re doing well, you can keep them on board; if not, they’ll probably fade away voluntarily.
Avoid a PR Nightmare
Review the public social media accounts of team members who are approved for posting. Is their Twitter account filled with volatile political posts? Do they use their LinkedIn page as a microphone to put down competitors? As part of the social media team, it’s your job to make sure your brand is represented in a professional manner that won’t end in a PR nightmare. Don’t hesitate to bring a controversial social media account to light; it might be difficult to speak up but it’s easier to deal with it before it becomes a reputation management issue. While it’s easy to assume that everyone agrees with a certain political ideology (yours), the Pew Research Center reports that party identification is near the 50/50 mark.
The Intake Form
What type of form does your social media team receive before starting your campaign? Compare your intake form to other service providers and make sure your team is getting all of the relevant information they need for success.
Here are links to a few other agency Social Media Intake forms:
If certain team members are nitpicking social media posts on a daily basis, have a tendency toward negative feedback, or seem frustrated over social media results, keep a close eye on results. If critics are in management positions, giving them frequent reports that show increased website visits and brand mentions will help them come around. If they’re not at a management level and their frequent complaints are unfounded, ignore them. Responding to petty opinions will only invite more.
If your company has frequent events that are part of the social media strategy, make sure social media managers receive accurate instructions prior to the event. Talk to team members who will be supporting your brand on social with retweets, likes, and shares. What’s relevant? What’s the hashtag? When is your company scheduled to shine in the event spotlight? Which partners can be tagged and what’s their handle? Do the speakers have Twitter accounts with a business focus? All of these questions should be answered well before the event.
Ask for Data that Matters
It’s easy to get caught up in the “eye candy” of social media: Images. Engagements. Likes. Clicks. Shares.
What about website visitors? How many people visited your website as a result of your social media posts? Even more important, how many people “clicked through” and interacted with the brand or “converted” by downloading an eBook or filling out a form?
If your social media team isn’t familiar with reporting on data that matters, ask them about all of the following items to improve social media success rates:
- Tracking correctly in Google Analytics
- Landing page design: CTA’s optimized for mobile devices
- Interactive content
- Creative calls to action
Social media marketing is so much more than posting updates and images. It’s part strategy and part leadership; make sure your social media team is prepared to guide you toward social media success in the long run. While some brands are off chasing the next “viral strategy,” the majority of brands are finding success with steady, collaborative social media marketing.