SOCIAL
MEDIA
6 Main Categories and the Most Popular Sites
Facebook and Twitter - all 6 types
Pinterest and Instagram - visual - often static
YouTube - visual but more dynamic
Some sites do all six well other sites focus on one or two categories.
Publishing
Networking
Collaborating
Sharing
Messaging
Discussing
An important step is to take various suggested social media channels against the customer journey.
-Customer doesn't know you
-You pay to get in front of them where they hang out (e.g., Buzzfeed, YouTube)
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Aware
-Customer needs to learn more
-Be a guest blogger on their website
-Encourage others to spread the word on social media (e.g., Facebook)
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Interest
-Customer wants your product
-Ask an influential person on Twitter to talk about the company
-Do a search ad campaign ( e.g., Google)
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Desire
-Customer knows who, what, and where
-Point to the product purchase page
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Action
Post-action
-One to one channels
(e.g., email or text messages)
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Editorial Calendar
It is not if you will use social media but when? Create a calendar based on the frequency you decide to post content. Best practices are to make the calendar for three months and consider events, product releases, conferences, holidays, and promotions. For the spreadsheet recommendations for column headings are time, type, topic,post and link.
Example:
Time - tweet at 6:15 pm
Type - gym information
Topic - upcoming classes
Post - Monday is for muscles #MuscleMonday Get your kettle bell swing game face on.
Link - photo
Tips
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Link your social media efforts back to your marketing objectives
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Use multiple channels
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Cross promote
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Listen to the audience
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Respond and engage in a timely manner, but remain calm and professional in all interactions
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Use social media marketing and social media ads often
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If a customer complains often it is on social media and to protect your brand you must be involved in the conversation
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Look at your competitors and audience then learn how each communicates on each platform
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