Social Strategy | Step In Communication

Fran Stephenson October 9, 2019 Leave a Comment

10 Questions to Help You Evaluate Your Social Media Performance This Year

It’s nearly the end of the year and many organizations are taking stock of how they did this year and making plans for next year. If you’re a social media manager for an organization, you should be doing the same. But what questions should you ask? What should you look at to gain insight into what’s working and what’s not working?

Social networks make changes all the time, so you need to continually look at your channels, evaluate results and make changes to stay ahead of the game.

Here are 10 questions you should be asking as you evaluate 2019 and begin to prepare for next year.

How is my engagement on Facebook? Is it better or worse than it was at the beginning of the year? Should I trim the output on this channel?
How are my posts doing on Instagram? Are they getting seen in the feed and getting lots of comments and likes? Am I overposting on this channel?>
How are my Instagram stories doing? Are they getting seen more frequently or less frequently than my Instagram feed posts?
How am I doing on Twitter? Can I see a difference now on RTs and likes compared to where I started earlier this year?
Is LinkedIn a viable channel for my organization? How is it different? Did my content stick this year and what kinds of views, likes and comments did I get on my posts?
If you’re on Pinterest, what is the standout pin of the year? Which boards are getting more traction? Can you see improvement over time?
What types of content are the best performing content on each channel? Why?
Are all my channels performing to set objectives? If not, what changes are indicated for next year?
Should I launch a new channel or a new group in the coming year?
How will I report on these successes and challenges? What metrics will help me explain success to my leadership?

Answering these ten questions will help you start evaluating your social channel performance this year. What other questions are you asking about your social media ecosystem this year?

Fran Stephenson September 14, 2019 Leave a Comment

Disclosure – It’s the Law

Disclosure is the hottest topic in social and digital media and is the least understood by brands AND by influencers.

Full Disclosure: I am not a lawyer and am not offering legal advice. Anyone who has questions about disclosure and how the law applies to them, should consult a licensed attorney.

Now that’s out of the way. (See what I did there!)

So, what is disclosure? By definition, it’s identifying or exposing an act or instance of something. In today’s social media environment, its theoretical underpinning is this: to help social media users identify and separate organic posts, stories or videos from posts, stories or videos for which compensation has been given. But it’s not just about compensation. The law covers material relationships which include gift cards and discounts. It also covers family and business relationships too.

In practice, the term “Wild West” doesn’t even begin to describe how it’s really being used.

What is the Law?

The “law” comes from the Federal Trade Communication and has been revised several times, as social media has grown and changed. The most recent update was September, 2017. Their website features a set of Endorsement Guides which give examples for a wide range of situations including payments, contests and soliciting product reviews.

You should bookmark this link FOREVER.

In case that feels like a bit too much to digest, the Truth In Advertising organization has distilled it to a set of bulleted lists that explain what they call the “material connection” and offers suggestions on how to comply with the law.

The Scoop on Social Media Influencer Disclosure Requirements

Disclosure for Agencies and Brand Representatives

Full Disclosure-AGAIN: I am not a lawyer and am not offering legal advice. Anyone who has questions about disclosure should consult a licensed attorney.

As a communicator, I am extremely motivated to follow the law. So I counsel my clients to do the same. But every day, my team and I see examples that are clearly paid engagements that lack the necessary disclosure.

Examples:

Facebook and Twitter posts that feature a company that the poster clearly represents with no disclosure.
Agency comments on an Instagram post where there is clearly a client relationship and no disclosure.
Sending products or services to influencers to use/share/discuss and telling them – don’t bother to thank us or mention we gifted this to you.

Disclosure for Influencers

If you accepted something, you need to disclose it. It’s that simple. Familiarize yourself with the guidelines and start to implement them on your next brand activation.

And you need to make sure that the contracts you sign with brands contain disclosure requirements. We use disclosure language with a link to the FTC Guidelines in every influencer contract we manage.

Our team is hyper-aware about this topic. One of our team members participated in a course by a major Instagram influencer who is making significant income from paid engagements there. She was horrified to see a thread in the accompanying private group in which the group advised in a q/a that there is no need for disclosure when a brand “gifts” something to you. Others in the chat advised “it’s up to you if you share that it’s a gift or not.” And they even suggested that you should post something about the gift, then show the post results and pitch further business to the brand. Every single piece of advice in that thread violates the disclosure laws.

My team member was horrified.

Besides the complete ignorance about the law, the additional issue is that this group is selling their “expertise” to others who are following their advice, perpetuating bad habits and encouraging others to do the same.

Here are some examples of disclosure featuring influencers I know and have worked with regularly.

*A disclosure from Jill Robbins of Ripped Jeans and Bifocals*

*The disclosure on a Facebook post from Sara Phillips of Sensibly Sara*

*Another disclosure on a Twitter post from Sara Phillips of Sensibly Sara*

It’s not that hard.

“I see a lot of influencers use brand partner, hosted, or my personal favorite, “spon” to disclose the relationship with the brand, says Jill Robbins of Ripped Jeans and Bifocals. “My interpretation is that only “ad” or “sponsored” meet the FTC’s disclosure requirements.”

What if You Are Not Sure?

It’s anyone’s guess who the FTC might fine when disclosure isn’t obvious. The agency has been criticized for the guidelines being confusing and open to interpretation. Government agencies are often very measured in the actions they take to enforce laws and this law is no exception. Since the September 2017 guidelines have been released, they’ve sent 22 “educational” letters (which is the step prior to a warning letter) to celebrities, according to this story in the Morning Consult.

Just because you’re not a celebrity doesn’t mean you should ignore the law. Overcommunicating your relationships in social and digital posts is better than no disclosure at all.

I’m a community manager for Texas Travel Talk, a community of travel influencers. We work with brands to bring bloggers to Texas destinations and tell the destination story through blog posts and social media blitzes. These are paid relationships. We’re not perfect but we constantly review and revise our disclosure guidelines. For example, we used to put the disclosure about our financial arrangement with a destination at the bottom of each post, but because the requirement is for a disclosure to be up front and clearly noticeable, we’ve moved those on all blog posts to be right after the first paragraph and in bold font.

Disclosure on a blog post from Texas Travel Talk

We also struggle as to the appropriate disclosure that we, as community managers, need to pursue. Since I’m not the actual influencer, I often use a more narrative disclosure like “So thrilled to be working with #client [insert name] or something like the tweet below.

If you’re not working with influencers or find disclosure necessary, I am willing to bet that you’re following someone on Instagram or Twitter who talks about products, restaurants and experiences. Are THEY getting paid to promote those things? Maybe it’s worth asking.

Just last week, The Truth in Advertisiing group (the same one we linked to earlier in this story) filed a complaint with the FTC against Ryan ToysReview You Tube channel managed by the parents of 8-year-old Ryan who is often cited as You Tube’s highest performer with 21 million followers. They argued that children under age 5, the primary target of this channel, could not possibly know the difference between paid and organic content there. Read the full story here on the Today show website.

If there’s one thing you can take away from this discussion on disclosure, there’s a lot at stake. So, let’s go out there and be law abiding social media users.

How have you struggled with disclosure?

Jennifer Hatton August 28, 2019 Leave a Comment

Not Sure Who Your Audience Is? It’s Right Under Your Nose

Social media is a big part of getting the word out about your organization. You’ve spend considerable time and effort creating content and selecting the right images to get your message across. That makes it all the more important to know who your audience is, so you will know if your messages are getting to the right people.

Identify Your Desired Audience (if you haven’t already)

First you should identify your audience or target market. Who do you want to talk to, market to, educate, etc.? Write it down and keep it for reference!

Identify your Current Audience

Social media platforms have made it much easier to figure out who your fans and followers are. Let’s talk about Facebook and Instagram specifically. There are 3^rd party tools that can help you understand your audience better, but using Facebook and Instagram directly is a quick and easy way to identify your audience.

Facebook

If you have a business page, the “Insights” tab should be your best friend.

Go to “Insights” across the top of your home page, then click “People” on the left-hand side of your screen.

From here you can see information on your fans including gender, age, country and city.

Instagram

If you have a business profile, you can find out everything from demographics to viewing habits of your current audience.

Go to your bio page, click the three lines in the upper right-hand corner and select “Insights”.

From here you can see insights on your content, activity and audience. Find out your top locations, age range and gender, plus when your fans are online by day and hour!

Speaking to your Current Audience

If your insights show your followers are your target – congratulations!!

If your insights show that your audience is not quite who you thought they were, you can make adjustments to include them.

Adjust Your Content to Reach your Desired Audience

If your current audience is not exactly who you thought it was that is ok, but you may need to adjust your content to make sure you are speaking to the fans you have in the best way possible.

Example: You are a health care provider targeting women 30-55 and mainly post content for women 40+. After reviewing your audience, you realize the majority of your followers are 25-35. Adjusting content to appeal to the audience you have is a good plan in this case. Most likely they are mothers with younger children – content that includes information on how to treat ear aches, healthy snack recipes and promoting services such as preschool TB tests or back to school physicals would help reach your audience more effectively.

There are some instances where despite who is currently on your channels you want to continue to talk to your intended audience to prevent confusion or a large change in tone or purpose. You don’t want to abandon your current audience completely, but make slow, incremental changes to start bringing in the demographic you desire.

Example: You are a hotel and your existing social media audience is mainly locals. In this instance you would want to continue to talk to visitors (your target) and possibly add in some messages on staycations or local events for your current audience. Switching to talk to the audience you have (locals) would be confusing and off-brand but adding in specific content to include the current audience of locals would be worthwhile as you continue to build your out of town fans and followers.

If you don’t currently have the audience you want, use targeted advertising to help you reach them!

Do you have your target audience clearly defined? What metrics do you use to know that you are effectively reaching them?

Fran Stephenson February 18, 2019 Leave a Comment

You Can Combat Social Media Fatigue

A Social Media Manager with Severe Fatigue!

It happens to every social media manager. All of a sudden, your Facebook posts are boring. Or your Tweets go without a Retweet. Instagram photos have so few likes, you can read every name of those who DID give it a heart.

What could possibly be wrong?

It might be social media fatigue and it happens to everyone who manages social media channels over time. The good news is that you’re obviously paying close attention to your channels because you noticed! The bad news – it’s time to take a minute and shake it off – with or without Taylor’s Swift’s “Shake It Off” playing in the background.

Internal Factors Affect Your Channels’ Performance

Your Content

Look at your content lineup. Is it repetitive? Are the photos high quality? Are your categories diverse enough?

Tip from Claire : Look at how you’re presenting information on different channels – while your messaging should be consistent, each social channel has its own vibe and content needs to fit that specific channel. Have you been copying and pasting? Change things up across channels and see how engagement changes!

Tip from Jennifer: Vary your content types. For Facebook use a mix of video, photos w/link & w/o links. Use graphic only with no caption and sparingly use text only posts. With Twitter, mix it up but don’t forget that Twitter is also favoring video and graphics/photos are valuable for brands on this channel.

Your Posting Schedule

Are you repeating the same time slots? Are you missing the peak times when your fans are online? Are you posting on the wrong days? Are you posting too often? Are there gaps between your posting schedule?

External Factors Affect Your Channels’ Performance

Local News Cycle

We get stuck on news stories in social media these days. Look and see if something from the local area has dominated in the channels. It could be suppressing your content.

Politics Paralysis

Like it or not, national stories, especially as election season draws near, also dominate social feeds and could be suppressing your fans and followers from seeing your content.

Taking these steps might help illuminate what’s happening in your channels. If the way through is not yet clear, it’s time to go to the next step.

Three Things You Can Try to Beat Social Media Fatigue

Cut your posting frequency in half for one to two weeks while you keep examining the factors that you have control over, like your content types and posting schedule. Then come back with fresh eyes to review the situation.
Put ONE channel on hold. If you’re managing a social media ecosystem of 3 or more channels, walking away from one channel for a period of time will not sink the ship. Then come back to it, look at it again and think about how you can change it up. Or if that’s too painful to consider, consider auto posting from one channel to another for a short period of time just so your name is out there. This is a great strategy to try between Facebook and Instagram or Instagram and Twitter.
Take an hour and review what your competitors are doing. That usually creates an “aha!” moment.

If you still don’t know how to get out of the rut your channels are in, call us! We do full social media benchmark and channel audits for clients in nonprofit, travel and hospitality.

Fran Stephenson July 5, 2016 Leave a Comment

Is Your Facebook Group a Mob or Community?

Spend any amount of time on Facebook these days, and you witness people traveling in gangs, rising up because serious harm has been done to someone or something. Virtual vigilantes. It could be inspired by the upcoming presidential election, or world events, but the general mood is shifting.

In the early days of Facebook, the network was largely positive, but the sheer size of Facebook and the mountain of content we see daily, is changing the way social media managers need to approach their pages.

This is especially true for groups, which often have a higher degree of controlled access. If you’re managing a Facebook group, it’s a challenge to keep the community moving along.

Good Communities Need Moderation

The best Facebook communities have a good moderator – one or two people (Facebook calls them Administrators) who guide the community along, keep the conversation going and, when necessary re-direct the conversation when it strays from the purpose of the group. Two great examples of groups which I participate in (which are by invitation only, so I can’t link to them here) are the Solo PR Pros Facebook Group and the San Antonio Bloggers Group on Facebook.

Both have amazing administrators which guide the discussion and set the tone for how the group navigates each day. But they also have structure, which is equally important.

Good Communities Need Structure

Although structure in Facebook groups can be very informal, it does create a backbone for the administrators. In the San Antonio Bloggers Group, the administrators have posted guidelines on what types of posts and conversation are allowed and guides to the members’ Twitter handles or Instagram channels. This prevents repetition in the thread and connects seasoned members with newer members.

“A moderator’s job is easy when the purpose behind a group is clear from the beginning and guidelines are clearly posted to help lead the way,” says Stacy Teet, moderator of the San Antonio Bloggers Facebook group. “One of the most difficult parts of managing any large group–online or offline– is keeping all the cars on the track following the same locomotive. Members are as diverse as they come, each with their own individual personalities, preferences and ideals, but if you build a community centered around a common interest, topic or goal and you keep the group focused on that one thing, positive momentum should take care of the rest.”

In the group for solo public relations professionals, the group files include templates, conference information and other information to help its members be better at what they do.

“One of the ways that we keep content fresh for our group is by listening. We actively listen to conversations to keep a pulse on what members need to support them in their day-to-day challenges,” says Karen Swim, president of Solo PR Pro, which offers the closed Facebook group for its paid members. “Knowledge of our audience also enables us to spot trends, information, resources and tools that would be of interest to the community and deliver content accordingly.”

But what happens when that Facebook turns into a mob?

I have participated in several groups where certain posts brought out the mob mentality and discussions got heated. When this happens, it’s tough for administrators to keep the peace, much less manage (what used to be called) “civil discourse.”

What can you do to manage the community back to a peaceful, yet talkative, state?

First, invoke the “guidelines” doc. Strong Facebook groups have a document that outlines what is and isn’t appropriate to post in the group. It also highlights what types of content are inappropriate and how that type of content will be handled.

“If a discussion begins that doesn’t relate to the group, a moderator can ask members to continue the discussion outside the group. If the group starts to veer off course in their day-to-day or general conversations, the moderator should restate the purpose of the group,” says Teet. “Ask members to reread and acknowledge posted guidelines.”

Second, if you don’t have a guidelines document for your group, now might be a good time to think about it. Once it is created, point members to it from time to time so they know it’s there. They might even go read it!

As an administrator, it’s your job to keep the conversation moving, so if that means biting your tongue, redirecting the conversation, hiding or removing inappropriate posts or working with individual members behind the scenes, think through the outcome you desire and then figure out how to get there.

The needs of the community almost always outweigh the impact of any individual post or member. It might be prickly for a while, but the good news about Facebook Groups, the conversation moves on quickly and will soon be forgotten. Can you say ‘squirrel’?

Fran Stephenson May 11, 2016 Leave a Comment

What Facebook Wants Small Business to Know about Advertising

Last week, I attended a “Boost Your Business” workshop sponsored by Facebook. It’s the second time I’ve attended a Facebook-sponsored seminar since they moved their SMB division to Austin.

For all the criticism about this social network and all the changes that cause upheaval for organizations trying to navigate Facebook’s changing landscape, you have to give them credit for trying. By Facebook’s own admission, small businesses in the US are their real opportunity to grow revenues.

Think about it for a minute. You are a brand new business. You have a limited budget. Where else could you start to reach your customers with an investment of $25? You certainly can’t touch the traditional advertising outlets of print, radio and television unless you’re prepared to spend $10,000 or more PER MONTH. Digital ad networks won’t even talk to you unless you’re prepared to spend significantly over time.

Small businesses can afford to advertise on Facebook and they can be successful doing it.

Here are some key points made by the Facebook team during the seminar.

Facebook has 1 billion users on mobile daily. DAILY. No matter how small your small business, chances are a key segment of your potential customer universe is on this platform.

1 out of 5 minutes spend on mobile devices is either on Facebook or Instagram. Since Facebook has integrated the advertising choices to include advertising on Instagram, this is a great way to expand your advertising audience, especially if you have great visuals.

Once a day is key to engagement. The Facebook SMB team shared that small businesses who post a minimum of 3-5 posts a week will have the best success. In fact, they shared that if you are posting more than once per day, you are actually stealing from your own engagement because you’re not getting the full benefit of the 24 hours of life in a post. (What I WISH they had shared was the average page size for which this statistic is valid).

The typical small business owner wears many hats and choosing and placing advertising is just one more burden. While the process can seem daunting, here are four takeaways from the Facebook seminar that can turn a burden into an opportunity.

Boosted posts are the most elementary way to begin advertising. However, they lack the precision of more targeted ads and are often more costly per “click.” Smart small businesses revise and refine targets over time.

Choose one objective for your campaign – it could be page likes, website visits or purchases; then target your audience and the amount you will spend to reach them.

Test, test, test. If an ad is not performing as you had hoped. Start over. Try a different image, a different target, a different amount.

Change your ad frequently. The Facebook team recommends that ads should be changed every 3-4 weeks.

The good news for small business owners is that Facebook continues to develop resources to assist this sector. Here are a few:

In the Facebook Ads Manager window, the help tab pulls up the most commonly asked questions as you can see from the graphic here.

Facebook has significant resources in their small business center here: https://www.facebook.com/business/resources/

The biggest piece of advice from the Facebook team: set it and forget it is NOT an option.

How has your advertising experience been on Facebook?

Fran Stephenson February 16, 2016 Leave a Comment

Is It Time to Invest in Instagram?

My clients ask this question frequently. Up until recently, I usually answered this question with a resounding “NO.” I love Instagram and use it myself, but it posed significant challenges to my clients, for two reasons. First, many struggle with creating images that are aspirational or that include a soft brand message. Second, Instagram has been very clunky to manage, making it difficult for brands to incorporate conveniently into their social media practice.

In the last six months, Instagram has added significant features and functionality which have made me change my mind. Here’s why I’m changing my advice to my clients and counseling them to invest in Instagram.

Explore and Search Is Better

As Fast Company reported last year, the enhanced explore and search features on Instagram give brands a chance to target by topics in a way that wasn’t possible before. What does this mean for a brand? You can start following and listening to relevant Instagrammers while building your channel.

Geotagging Means Even Better Targeting

If you’re a business with customers who post, then geotagging means you can see and track Instagrammers who visit your business and talk about you. This means you can also engage with them. In the example below, I’ve posted about a dish I liked at a local restaurant and was able to tag them before pushing it live on Instagram.

Visual Content is the Key

Sounds obvious, right? But it’s surprising to see so many brands struggle with creating content where the visual element is front and center, and the text supporting it is secondary. This is what I want my clients to focus their social media practice on this year. It’s what is driving new social media users to Instagram, Snapchat and Periscope.

Manage Multiple Accounts

The biggest change of all for Instagram was just announced last week. And that is, the ability to switch between accounts. Instagram users can now manage up to 5 accounts from one app. Previously, you had to log out of your personal Instagram to log in to your brand channel. This new feature alone should drive additional brands to jump in to Instagram this spring.

But Remember….

Instagram is owned by Facebook, which is increasing integration for advertisers on both platforms. And while Instagram is easier than ever to use, it should still be part of a multi-channel strategy with goals, objectives, strategy and tactics to make it work for you.

If you want to dig deeper, here is a collection of stories about Instagram.

Want to Compare Instagram and Other Social Networks?

Fran Stephenson February 10, 2016 Leave a Comment

How to Report Live Events on Social Media Channels

Add the word “live” to your event and there’s automatic excitement. Every host who opens the show on Saturday Night Live, says “LIVE from New York…” and we pay attention. Television stations use “live”and “breaking news” to make us sit up and see what’s going on. In the radio years, a sure sign of something different was the voice of a very stern announcer saying “we interrupt this program to bring you…..” followed by whatever life-changing news was happening.

The same can be said for live reporting on social media. Instead of the terms “live” and “breaking news” we often see a post on social media proceeded by all caps and HAPPENING NOW, especially on FB. On Twitter, we often see the term “BREAKING” on Tweets from reporters. The early premise of Instagram was that everything was “live” unless you tagged your photo with #latergram, but many users treat the Instagram as a look book rather than a breaking news platform.

You don’t have to be mainstream media or a big personality to generate excitement during a live event. There are numerous ways to use social media to cover your clients’ events live. Here are a few ideas and the pros and cons of each.

Brand-Only Posts: This is where you curate posts for the brand channels before, during and after the event.
- Pro: It allows maximum control of the message.
- Con: Only one point of view is represented. During large or multi-venue events, it’s easy to miss part of the action.
Anonymous Contributors: Similar to traditional media, a variety of volunteers or reporters are given “assignments” and one person curates what they’re contributing into the brand channels.
- Pro: Coverage includes many elements of the event.
- Con: Someone needs to be at the controls, sorting through and posting photos, videos and other assets as you go along. There is a high margin for error.
Personality Posts: In this scenario, you are still gathering assets but they may be brand ambassadors or guest reporters with their own following.
- Pro: The personalities give weight to your event.
- Con: They can become the story.
Community Sourced Posts: Certainly you’re watching one or more hashtags, visitor posts and the @mentions column to sense the general excitement that is unfolding during the event. In this case, you can share, retweet or repost with a hat tip or thank you.
- Pro: This shows the community you are watching and open to their point-of-view during an event.
- Con: Like Forest Gump’s box of chocolates, you never know what you’re gonna get.
Channel Take-overs: Some brands create excitement around an event with a directed channel takeover by a brand ambassador or celebrity. These are heavily promoted and often part of a larger campaign.
- Pro: The intersection of the brand point of view and the celebrity’s point of view often leads to amazing results for both parties.
- Con: Same as community sourced posts, you might be surprised in a different way or do damage to your brand.
Combination: When we assist a client with covering live events on social media, we often use a combination approach.
- The Cardboard Kids Campaign for ChildSafe included brandposts, community sourced posts and a curated stream by key area bloggers into a Flipboard magazine.
- The San Antonio Cocktail Conference also featured a combination of brand posts, anonymous contributors and directed contributions using social media influencers to cover the 5 day event.
- When assisting a health care client during a one day women’s conference, brand-only posts were the focus due to the nature of the subject matter and the brand’s guidelines.

No matter how you cover your next live event, you need a plan and a moderator to make it all happen.

How do you help your clients cover live events in social media? Leave a comment.

Fran Stephenson December 10, 2015 Leave a Comment

Compare the Top 8 Social Media Networks

Don’t you wish it was easier to compare social media networks side-by-side? You know, a really cool chart to summarize what’s going on in the network, so you can answer client questions more easily or find that key statistic to drop into your presentation.

Keeping up with the news of each network is tough, even for communicators working in this area. So I created this side-by-side chart to compare the top 8 social media networks so I can answer the questions my clients ask more quickly and without duplicating my research string over and over again.

I compared Facebook, Twitter, LinkedIn, Pinterest, YouTube, Snapchat, Periscope and Instagram and looked at 6 factors: network size, activity, devices and habits, cool facts, latest move and ownership.

Each network is so different. Sometimes it’s really hard to compare them. Size is important when you are counseling clients on using social media resources, but some networks may not report their size. The way social networks report their Activity can also be confusing, but it’s my hope that the activity metric gives an indication of what’s going on there. For the Devices and Habits category, I had been watching the switch to mobile use for my clients, but now that some of our biggest networks are on mobile only — like Snapchat and Periscope– the category had to change slightly. The Latest Move section allows me to look at the business side of the network and how these networks are changing to meet the needs of their users. Ownership is an ongoing concern for me as a media watcher. Who owns what is important and as you can see from the chart, the ownership strings are complicated. Who doesn’t love a Cool Fact to share with their clients?

Using 36 different sources, I gathered the information into this chart, which isn’t very readable here. So I’ve provided a download link below, so you can look at it more closely. Use it for your business or nonprofit, or maybe to win a trivia contest, but PLEASE, if and when you share it, please note and credit the sources of information in the accompanying citation sheet.

Social networks are growing and changing so quickly, it’s hard to keep up. Having a comparison chart helps me talk to clients about their mix of social channels. Maybe it will help you too.

What would you like to see on this chart the next time I update it?

Download the Social Media State of the Networks Comparison Chart.

Fran Stephenson December 5, 2015 2 Comments

Finding & Scheduling Social Media Content

Part 4 in the Outside Channel Manager Series

Guest post by Jennifer Hatton

Time has flown by and we are already at Part 4 of our channel management series.

Our topic today is one of my favorite things to talk about in social media – Scheduling and Finding Content. There are so many assets you can use and questions you can ask to help fill your content calendar, regardless of the type of page you manage. Let’s discuss how to balance the type of messages you are sending to create a versatile schedule.

Scheduling –Use An Editorial Calendar

Great social media managers need to work to find content – it’s not magic. Scheduling content should be intentional and part of your overall process. The first step in effective scheduling is creating and using an editorial calendar. It does not have to be extremely detailed or on a fancy spreadsheet — although those are nice. An editorial calendar is a map where you plan out what you want to say, when you want to say it and mix your content so you can reach your goals and metrics but also stay relevant and interesting to your audience. Audience identification should be part of your onboarding, which we discussed in Part 2: The Warm Handoff.

Information you need to create an editorial calendar:

Social media platforms you will be using.
Audiences – customers, employees, stakeholders, partners, etc.
Best days of the week to post
Best time of each day to post
Metrics that you will be reporting

Example:

Date	Post Time	Message	FB	TW	IG
12/01/16	8:45pm	Please join us for our upcoming seminar on “How to Find Social Media Content” <NOTE: Link to FB event>	X	X

Using an editorial calendar will save you time by allowing you to schedule content ahead of time (do you use Sprout, Hootsuite, Facebook or another content scheduler?) in batches. You can create placeholders for when you are waiting on content from your client, such as an event or news piece. The rest can be done weekly or bi-weekly by doing it at all at once. Most social media managers, especially those who are external, have to be efficient with their hours, so they can’t post multiple times a day, every day manually. Plan ahead, save time and have a better variety of content – yes please!

Content Variety

Making sure your content is focused on helping you reach your metrics is important for us and for our clients. If you fill your page with self-serving sales pitches or constant talk about services or products, you will soon have a very small and inattentive audience.

This is where scheduling comes in!

Lay out the “must have” marketing messages, then see how you can organically find and schedule other messages with a share, or by asking a question or posting an infographic – make it interesting! Next you should layer in other types of content, that can be staff focused, client appreciation, educational or even funny. People learn and absorb information differently, so look at the way you are delivering your content to make sure you aren’t doing the same thing repeatedly and missing part of your audience. Have a mix of text posts, photos, videos, links to your website, links to other (trusted) sources, shares from partner pages and memes or infographics. Variety in your content and delivery method will make your page more interesting and effective.

Finding Content

Now that you have a fabulous editorial calendar and you know what content you have and what content you need, you can go to work collecting it.

Internal Assets

First take inventory of what internal assets you have. Look at:

Website
Photos
Blog
Newsletter
Team
Flyers/Mailers/Posters
Annual Events
Speeches
Presentations by company leaders

Often there is content all around you, but it’s easy to overlook. Remember that your audience doesn’t see what you see every day, so linking them to helpful or informative pages on your website is good. Share photos of employees to show the human side of the business and especially any recognition they receive. A few of my clients have the most views and shares when an employee award is posted in social networks. They have an enormous internal audience on their social channels — it boosts morale to see their co-workers honored and promoted on the company page.

External Assets

Next, look at external assets including websites, social media accounts and newsletters from among your partners, topic authorities, sponsors, industry experts.

Interest lists are a good way to mine for content. Twitter lists take time to set up, but save a whole lot of time when you need content for your channels. Facebook lists are a little more challenging, simply because they are connected to your personal account and not your business page, but they are still helpful to flag channels to review later. There are other tools you can use including Mention and Post Planner that will search by topic and key words to help you find relevant articles or posts online.

Taking the time to schedule out your posts will not only save you time but takes your social media networks to the next level. Using a diverse content gathering strategy creates efficiencies for an outside channel manager, and increases the interest in your posts.

Jennifer Hatton manages social media channels –from the outside–for clients in healthcare, tourism, retail and the hospitality industry.

Want to learn more?

Check out Part 3: Using a Critical Eye to Assess Your Social Media

Read Part 2: The Warm Handoff Key to Managing Channels

Start with Part 1: Managing Social Media From the Outside