Etikettarkiv: social media

Why are you in social media, anyway?

Why are we in social media? This is an important question to ask. Particularly for B2B companies. Because someone told you to? Because it’s fun? Because you opened the channels five years ago and now you’re stuck with them? Or because you have a great relation to your customers in social and thus the channels are actively contributing to your brand value? Fortsätt läsa Why are you in social media, anyway?

Influencer Marketing as Strategy

Influencer Marketing can play an important role to build trust in a brand. Who’s an influencer will differ – they can basically be anybody today, but what defines an influencer is the same: It’s the scale of reach he or she brings. Social media has brought a vehicle for influencers, enabling experts and celebrities alike to extend their fanbase way beyond what used to be possible. This is what to look for when defining your influencer strategy. Fortsätt läsa Influencer Marketing as Strategy

No Need to be Everywhere. Rather be Good.

Is it really necessary for a company to be on all social media platforms? Probably not. Spreading internal resources too thinly across multiple channels, there is obviously a risk that none of the channels develop into a truly effective sales and marketing tool. And as social platforms are not the only channels to pursue, the trick is not to be everywhere but to make a smart selection. Fortsätt läsa No Need to be Everywhere. Rather be Good.

How to keep a social media manager inspired

5 LinkedIn posts, 15 tweets, 5 Facebook posts to produce every day, and a small crisis on the horizon may almost seem refreshing! Community management with the same old questions asked and discussed, an endless list of ideas for new content, but only a few that really has the potential to rock…
The question is: How do you keep a social media manager inspired over time?  
Fortsätt läsa How to keep a social media manager inspired

Are Content Calendars for Social Out of Date?

To plan or not to plan, that’s the question. Develop a content calendar, or not? There is certainly a risk that a content calendar takes all spontaneity out of social media, making the sender one of the most boring people at the party, but is the answer really to stop planning?

How can a company be interesting every day? How can a blogger? Let’s face it: It’s difficult to come up with new smart and interesting content every day. So we were told to make content plans. And we did. And now the problem is that every company and every blogger make great content plans filling social media channels around the clock, but quality of the content isn’t always what it should be. Quantity over Quality.

According to Brian Solis in his blog The 10 Commandments of Content Marketing (worth reading!), the answer is to stop operating against a content marketing calendar as they make us think quantity, not quality, and as consumers are already overwhelmed with mediocrity. Solis clearly has a point, but knowing how hard it can be to come up with new great content every day, I think content calendars still have a role to play. They’re a way to ensure that a company continue to build its brand also between campaigns, that a team working on the same social channels are aligned, and I actually believe that they can be a way to ensure the quality of the content. It’s only a matter of not letting the plan rule one’s life.

To get the overview, allow time for content quality improvements, and yet open for spontaneous additions, I’d suggest to work with the calendar like this:

  1. The theme plan: 3-6 months’ sketch of what themes will be the most relevant to talk about. List what’s already known in terms of content releases, e.g. new campaign material, release of reports relevant to the area of business, major events and speaker opportunities, new customer reference cases, planned white papers, etc. Visualise as a simple table/calendar showing the theme and its level of priority over the coming few months. Update once a month and make sure to share the plan with relevant people in the company.
  2. The game plan: Outline of ideas for posts over the coming 2 weeks. The game plan aligns with the theme plan in terms of prioritized themes and content releases during the two weeks, but adds more details as well as social-media specific activities such as recurring #series of posts. The most important role of this plan is to identify the true content priorities: What piece of info is the most important to share with followers next Tuesday?
    If a new content opportunity turns up on Tuesday, the new piece of info should be measured against the priority of the plan: Which one would serve the brand in the best way – the planned or the spontaneous piece?
    The second most important role of the plan is to identify the gaps: Are there days when there is nothing to publish? Going back to Solis’ point, there is no reason to fill gaps with crap – it’s ok to be quiet now and then, but these gaps may also be opportunities to re-use/re-fresh some old content and thereby reach a few more people.
  3. The daily work: Spend some time in the morning questioning the game plan, considering what’s happening in the world and in the company. Something better to talk about today than what’s listed in the plan? If so, make the change. Then schedule your posts to allow time for the real spontaneity: The socializing. Listen – like – share – comment what others are saying. In combination with planned content, active management of social media is the easiest way to make your content flow both current and interesting. Being an active social media friend is probably the best way for any company to stay relevant to the followers.

Going back to my starting point, I must correct myself: To plan or not to plan, isnot the question. The question is rather how to ensure that the plan, i.e. the agreed content calendar, doesn’t become a strict rule. The answer is not to stop planning, but rather to keep looking for fresh content also when the plan is done. And just as in your personal calendar, dare to cancel an appointment when a better alternative turns up.

Fortsätt läsa Are Content Calendars for Social Out of Date?

It’s not my original idea, but I’ve added my view. And that’s ok.

Let’s face it – very few of our thoughts are really our own, unique, thoughts. The essence of human interaction is to share knowledge and develop each other’s ideas, so whatever I write in this blog someone else probably can claim as their original words. (They’re probably right because this blog is inspired by quite a few conversations I’ve had recently.) So should we stop writing? No, certainly not!
Just make sure that the content you present is something you truly believe in. 
Fortsätt läsa It’s not my original idea, but I’ve added my view. And that’s ok.

Measure success or actually learn something new?

What did you learn from your last campaign? That it was a success? Congratulations! In my experience, that is often the “learning” from campaigns: ”We achieved our goals.” But what if we’d focus on the learning instead? Next time, try this formula: Set your targets. Collect relevant measurements. Spend a fair amount of time on the analysis – and learn something new. Fortsätt läsa Measure success or actually learn something new?

Making real-life events a lasting online advantage

A physical real-life event is a great opportunity to build presence in social and to engage. Serving with new content it can make a rather dormant social channel come alive for a while. But to succeed in making a physical event a lasting online advantage, it’s important to remember that the audience isn’t actually at the event. Fortsätt läsa Making real-life events a lasting online advantage

5 Reasons to Prioritize Owned Communication Channels

How can you know that your marketing efforts reach customers at the right time, i.e. when they are ready to listen to your arguments? I’d suggest to explore the potential of the company’s owned channels. Making these the center of the marketing communications mix may hold the key. Fortsätt läsa 5 Reasons to Prioritize Owned Communication Channels