5 timesaving tools for managing the overwhelming world of social media

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5 Timesaving Tools for Managing the Overwhelming World of Social Media

Kim Higdon, Social Media and Content Marketing ManagerOff Madison Ave

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Why does social media feel so overwhelming?

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Because it is overwhelming.

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Facebook stores 600 terabytes of data, daily.

Source: Facebook, 2014

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That’s a lot of cat videos. In fact, that’s roughly 629,145,600 cat videos. Every. Single. Day.

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People are exposed to anywhere from 1,500 to 15,000 pieces of content on Facebook every day.

Source: TechCrunch

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So yeah, it’s a little overwhelming.

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How do you compete for attention?

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Facebook Algorithms• Helps users navigate the

overcrowded platform.• It’s a matter of volume.• Paid efforts can help to

combat this, but there is still a great opportunity for organic efforts to be hugely effective.

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There are tools that the biggest brands in the world use for managing this world, every day.

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And you’re about to gain access to the exact same intelligence.

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There are 5 core tools at your disposal for managing the overwhelming world of social media.

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5 Social Media Tools:

1.) Network selectivity.

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1.) Network Selectivity.• You don’t have to be everywhere. • Don’t just have a presence, but be

present.• It’s better to have a solid strategy on

fewer networks than a scattered, abandoned or misused presence on many.

• Scale up as you become more efficient.

• Some networks are active, some are passive but all require some amount of time to manage.

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1.) Network Selectivity.• Basic uses of each of the top networks:

• Facebook – Visual, links, contests, voting, groups, custom applications• Twitter – Flat environment, transparent, fast-paced, links and images.• LinkedIn – Recruiting, networking with other professionals, thought

leadership, blogging and content marketing.• Pinterest – Brand-focused, products, lifestyle for sharing images.• YouTube – Video only for showcasing products, events or interviews.• Instagram – Behind-the-scenes, visual medium with younger

demographic.• SlideShare – Thought leadership and information sharing with media-

rich presentations and documents.

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1.) Network Selectivity.• Basic demographics of each of the top networks:

• Facebook – 71% of adults use Facebook• Twitter – 19% of adults use Twitter, predominantly men, 18-49• LinkedIn – 22% of adults use LinkedIn, college graduates and higher

income earners• Pinterest – 21% of adults use Pinterest, predominantly female• YouTube – Evenly split between male and female, 18-29 age range• Instagram – 17% of adults use Instagram, younger demographic, urban

dwellers

Source: Pew Research

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1.) Network Selectivity.Ask yourself three questions.

1. Is this right for our audience?

2. Can I legitimately support this effort with content? (Do I have content to play in this sandbox for all eternity?)

3. Do I know what success looks like for this channel?

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5 Social Media Tools:

1.) Network selectivity.2.) Plan your content.

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2.) Plan your content.• Spend a couple of hours mapping

out the types of content to be shared throughout a specific time period.

• Tie in events calendars, promotions calendars, email newsletter sends, etc.

• These calendars help to uncover gaps, opportunities and give you a global view of the information being shared across platforms.

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2.) Plan your content.• Content types can include:

• Promotions• Questions or surveys• Inspirational quotes• Videos• Images• Trivia• Facts• Infographics• Stories

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5 Social Media Tools:

1.) Network selectivity.2.) Plan your content.3.) Automate what you can.

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3.) Automate what you can.• Understand when to automate and when to engage• Choose your tools for automation• Find your ideal automation schedule• Create ways to stay tuned in to the conversation• Be aware of what’s been automated for “just in case” scenarios

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3.) Automate what you can.• Publishing and scheduling tools

• Automatic feeds• The more you automate, the more you sacrifice quality or functionality

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5 Social Media Tools:

1.) Network selectivity.2.) Plan your content.3.) Automate what you can.4.) Curate and source effectively.

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4.) Curate and source effectively.• Content should come from a variety

of sources to help build credibility• Find 5 influencers who you can

regularly share content from• News outlets• Members’ companies• People

• Follow their Page and use the Pages Feed on Facebook to stay on top of their content

• Use Klout to help the types of content your networks want to be seeing from you

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4.) Curate and source effectively.• Spread the responsibility for content creation amongst members, chapters,

departments, locations, etc. • Create a richer experience for the audience by sourcing content ideas from

a broader pool within your organizations.

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5 Social Media Tools:

1.) Network selectivity.2.) Plan your content.3.) Automate what you can.4.) Curate and source effectively.5.) Measure, monitor and optimize.

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5.) Measure, monitor and optimize.

• Monitoring can help you to uncover content ideas, inspiration, common questions that you can address through content

• http://www.Search.Twitter.com• Quora.com• Yahoo Answers

• Measure to understand which efforts worked better than others so you can optimize and shift strategy if needed.

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5.) Measure, monitor and optimize.

• Understand your marketing objectives and align them with what you can expect to see from social media efforts.

• Example: Engage audiences on Facebook.• Set benchmark KPIs so you don’t have to reinvent the wheel every time.

• Example: Engagement rate of Facebook audience (number of interactions/audience size)

• Understand where you can pull these numbers• Facebook Insights• Google Analytics• Wordpress analytics plugins

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You thought these tools would be easy, didn’t you?

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The previous “tools” truly are the framework for social media success.

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Questions?

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Kim Higdon

Social Media and Content Marketing Manager

Off Madison Ave

Kim.higdon@offmadisonave.com

Twitter.com/Kim_Higdon

Looking for information about Off Madison Ave?

http://bit.ly/AzSAE_Flier

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Resourceshttp://www.pewinternet.org/2013/12/30/social-media-update-2013/

http://www.pewinternet.org/fact-sheets/social-networking-fact-sheet/

http://www.youtube.com/yt/advertise/why-it-works.html

https://code.facebook.com/posts/229861827208629/scaling-the-facebook-data-warehouse-to-300-pb/

http://techcrunch.com/2014/04/03/the-filtered-feed-problem/