Currently, those who stand out in the networks are companies that see the value of this tool and use it as a communication channel with their customers and as a promotional channel, both for the brand and for the products / services and content.Consequently, more and more companies are creating their profiles on social networks to get closer to their customers and not lose to the competition. However, many end up starting without any defined strategy and without knowing very well how to manage social networks.At RD Station we have already gone through that challenge and, still today, we frequently question whether our social media strategy is being the most effective, whether our communication with the client is the most
In which social networks should I be present?
If you’ve already bought into the idea of investing effectively in social media, you must be wondering what exactly you should start doing.The first step is to define in which social networks it makes sense for your dubai phone number example to be present. Some social networks, such as Facebook, due to their audience reach, require that a good part of the companies (regardless of the type of business) be present. Others, such as Instagram, may bring much more results for an e-commerce of clothing than for a corporate services company.
In the end, what matters is discovering where your audience is. And, many times, the only way to find out is by testing. You will not lose out if you create a profile on a social network and discover that your person is not there. In addition to what you have learned, the chances that you will find your client there and achieve good results for your company are much greater.
Here at RD Station we are always looking for new channels to test and expand our strategy. But, in the end, we discovered that the social networks in which we have already invested for a long time are the ones that bring us the most results and are worth our investment (like Facebook, in this case).
How to set up my strategy on social networks?
Here’s what makes all the difference: without a well-defined strategy, your company will have a profile on social media but won’t know what to do with it. It is here that many companies fail, end up not seeing the real benefit of that investment and become discouraged.
It is very important to define what is the objective of being present on social networks. Here at RD Station, for example, social media is among the most important lead generation channels , which is what guides our strategy, but we also see it as a great differential for the RD Station brand.gulf email list It is there that our followers and clients feel comfortable to share some of our content, to comment and give eedback on content and services we offer or, simply, to have an open communication channel with us.
However, there are several objectives that can be linked to your strategy. For example:brand promotionbe a channel of communication with customers
create a fanatic community of your company
education through content promotion
salesThe essential thing is that only one objective is the guide of your strategy (to have focus) and that it is in accordance with the moment of your company.
And, most importantly, that strategy can (and should) vary over time. If you know that your company reached its goal and that brand promotion is no longer so important, the next step may be to start focusing on sales.
What should I post on social media?
This topic depends essentially on the previous one. To define what will be published, it is very important to know what your objective is. I commented, for example, that the main objective of the social media strategy here at RD Station is to generate leads, as we depend on that to nurture our sales team.
With that in mind, most of our posts are some type of content, be it blog posts or rich materials like eBooks, webinars, videos etc. This type of publication is our helm and we invest a lot in content production to feed more and more our social networks.
However, we cannot forget that getting in touch with our follower / client and prospecting for our brand is also very important in our strategy. Therefore, we must also make other types of publications that are not directly related to our content. For example
institutional videos (such as those at the end of the year , the new RD Station and when we reached the 5,000 customer mark );
Posts related to commemorative dates ( Black Friday )
funny images and GIFs to interact with our followers;
and events, such as the RD Summit and the RD on the Road .
How often should I post on social media?
I stress that it is very important to keep a calendar of publications so that they are not lost over time. I know that in the beginning it can be difficult when there is not yet an arsenal of content available to publish. However, as your Content Marketing strategy evolves, you will have many more inputs for your social networks.Digging deeper into how the posting routine works here at RD Station, we publish at least one new social media blog post per day and rich lead generation material per week.
In addition, each blog post is published on average more than three times in each social network and each rich material more than four times, at different times and days of the week.
For example, a post published on the blog is promoted on social networks on the same day at 8:00 p.m. and three more times: one week at 9 a.m., two weeks at 1 p.m. and a month thereafter. at 3pm. Thus, audiences that enter social networks at different times will have the same chances of seeing the publication.
The same happens with rich materials that, after being released and published for the first time, for example, on a Tuesday, are published again 29 days later, on a Wednesday, and after 29 days more on a Thursday, and there it goes.
It is clear that it becomes much easier to maintain that consistent schedule by producing new content every day. However, the message I want to get through here is that you don’t need to have that large amount of content up front – the important thing is to stay present and make posts relevant to your audience.And, for this, it does not matter if you are going to publish an article from an external blog that you found interesting (curating content) or a short video that you have produced yourself with some tips related to your business.
What is the best time to post on social media?
That’s the million dollar question. Do you want to know what the answer is? There is no one-size-fits-all schedule. Each audience behaves in their own way and you need to discover what time your person is used to being online to view your publication.
To facilitate management, some social networks provide analysis of which hours are the best for your page. Facebook Insights, for example, shows the days of the week and times when your followers were most connected on the social network.
Thus, all those times that I mentioned that we re-publish the contents, they were not chosen randomly. It is clear that we mention the best times to publish our best content.
For example, if the time when our audience is most present is at 6:00 p.m., we prefer to publish rich content, which has greater potential for generating leads, rather than a blog post.
In the event that the tool does not make this data available directly to you, it is necessary to carry out tests and experiments to see when your publication performs better.
Should I use a publishing tool?
This is the topic that would qualify as a luxury in your social media management. Why? Because a tool to schedule publications is not totally essential, that is, you will not stop publishing because you do not have a tool to automate that but, at the same time, it will greatly facilitate that work, especially when you increase the frequency of publications.
The tool will do the hard work for you: you will define at what times you want the content to be published and, automatically, they will be scheduled, without you having to enter your social network on Sunday night to make a manual publication.
In addition, the tool is totally connected with that question that I mentioned about maintaining a publication calendar.In the RD Station publishing tool, for example, you can already see a calendar with suggested times to publish and also with commemorative dates.
Finally, there is one more benefit that I will explain later, but I will make an advance: publishing through a tool will greatly facilitate the analysis of your results!
How should I interact with my audience?
Imagine with me: you own a pizzeria and have followed all the steps to be present on social networks until now. You created a Facebook page, defined your strategy, and even posted frequently. However, one day, a customer had a bad experience with a pizza he bought from your company.
Then find your page on Facebook and leave negative recommendations about your pizzeria, as well as various unfavorable comments on your publications. What are you doing?
I hope you don’t choose to leave the customer unanswered or, worse yet, exclude the comments they left on your page. You know why? If you exclude them, the client will perceive that and will become a snowball, causing them to come back and leave even more comments.
If you simply don’t respond, all the people looking for your business will come across the bad recommendations and automatically remove your pizzeria from the possibilities for pleasure and food.Thus, from the experience we have in managing social networks here at RD Station with this type of situation, I recommend that you evaluate each case as unique, investigate thoroughly to discover what happened and do not give standard responses when that happens.It is very important, yes, to respond, but it is still more important to give an adequate answer, than a solution to the client’s problem, and not just a justification that, many times, almost ends up placing the blame on the client.So, save this: social media has the power to quickly make a business known and bring great results, but it also has the power to destroy it even faster. So be careful when taking responsibility that is to be present in that type of channel.What kinds of interactions should I respond to?
Here at RD we try to interact in every way possible with our follower. For example, many people look to us to discuss various issues in Facebook messages, from general questions about Digital Marketing , business contact requests, company proposals, feedbacks and suggestions, etc.We see this as an incredible communication channel: we have the possibility of chatting, quickly and informally, with our clients, potential clients and fans of the brand. Yes, that means that we reply to all the messages we receive on our Facebook page.Of course, this investment is large: we need an available person who dedicates a good part of his time to give attention to these people. But believe it, the return that that brings can be much more valuable to your company.Beyond the messages, we interact directly in our publications, liking all the comments and responding to a good part of them, in addition to the publications made by visitors directly on our page and recommendations, whether positive or negative.
In the end, what matters is that our follower feels welcomed and cared for and, for that, we do our best to serve everyone and try to help them with any problem or question they may have.
What is social media tracking?
Another topic within the interaction with your audience is the monitoring of social networks. It consists of doing a search for keywords that say about your business, for example, the name of your company or the sector in which you operate, to find publications in which you were directly tagged and that deserve special attention.For example, let’s imagine that some vehicle promoted our main event on its website, the RD Summit , and did not tag our company by referencing it with a link to our website.
Searching for the keyword “rd summit” we could find this news and contact the website to insert a link to our pageThis functionality can also be found in RD Station and it is important to always be alert about what they are talking about about our company.
How should communication with my audience be?
In some cases, it can be difficult to define what will be the type of communication with your audience. For example, it is amazing to see how Nubank communicates in an informal and fun way with her followers, making use of GIFs and funny images. And I think I can say that everyone agrees that this attracts a positive result for the company and that more and more people are fans of the brand, right?However, for some companies, that style of social media management may not make as much sense. For example, if your company has a more formal profile internally and also more formal communication with customers, using that informal and fun communication on social networks can give the impression that you are not being yourself, do you agree?Therefore, when defining how to communicate and which words / expressions you are going to use, it is very important to go back and remember who your target audience is , that is, with whom you will be talking.
The communication that you are going to use with the director of a company will surely be different from the one that you will use with a university student. Certain?
How do I analyze my results?
After doing all this, the only way to measure if your company’s social media management is being done well or not is by analyzing the results. For this you need to define which metrics are important within your strategy.For example, as I mentioned, our main objective is the generation of leads. Consequently, our main metric is the number of Leads generated via social networks in a period, which can be divided by social network and by publication.To access that number here at RD Station, we use Google Analytics and RD Station. However, here is the advice to get it registered: you need to enter parameters in your custom URLs, the famous UTMs (Urchin Tracking Module or, in Spanish, Urchin Tracking Module).
And here I explain why I mentioned above that a tool would facilitate your analysis: RD Station manages to automatically add those parameters in your URLs when you make a publication, making it possible for you to discover exactly from which channel the traffic and your Leads are coming.
Beyond that, there are other metrics that we analyze in RD Station’s social media management that are related to the performance of our posts.Metrics such as Engagement or the Reach of the publications, provided by Facebook, Twitter and LinkedIn, are very important to obtain insights about the type of content we are publishing, the images we are using, our communication, schedules, etc.
Do you remember that I commented on the second aspect of our social media strategy, related to the creation of a brand and an engaged community? Metrics such as the monthly increase in the number of fans and sentiment analysis of the interactions left by followers can help measure whether the strategy is being well carried out or noBy analyzing these metrics, which can be taken directly from each social network, it is possible to discover insights for the constant improvement of your strategy.For example, if you observe that the number of fans of your page and the reach of your publications continues to increase, but that the traffic on your website that comes from social networks is decreasing compared to the impressions of the publications, that only increase, it is possible that something in your publication is not working, such as the type of description or the imageIn another case, if the traffic on your website is increasing, but the number of conversions within it is not having the same behavior, it may be due to the type of content or your Landing Page has a problem.Are we going to put our hands in the dough?
My intention was to share with you a bit of the learning we had with managing social networks here at RD Station. I hope the content helps companies that are struggling to execute their social media strategy!
Did you have any questions or would you like to share how you are doing social media management in your company? Tell us in the comments below!