Some social media managers are the worst of both worlds: They don’t post to their blog or for weeks at a time. They don’t reply to direct messages sent to them on Twitter or respond to posts made on the Facebook Business Page . Then, without any warning, they’re back in the room! Was the organisation’s social networking person out of the country? More likely that they were just distracted, disorganised, sidetracked or overworked. With this sort of approach to social media marketing, the business is not committed. No strategy. Its influence will never be felt. Its competitors will jump in and fill the void for all the customers and potential customers of that service or product.
Again, as John D Leavy says,
"Whether your company is a one-person business or a large organisation, your commitment to social networking should be consistent, compelling and informative. The social networking community is a fragile, collaborative ecosystem. Make the commitment. People will follow a trail of dependable, exciting, instructive news. But once the trail goes cold, they’re gone and likely never to return."
On the other hand, there's no value in being the social media nutter who cannot bear to be offline for longer than 10 seconds. You know who we’re talking about! These people can answer emails on their laptops, watch their Twitter stream on their ipads, whilst posting on Facebook from their iPhones, and uploading photos to Flickr and videos to YouTube ;-) They are incapable of having a conversation that is not online - eyes averted every 5 seconds from your face to some screen or other... good technology gone bad! I am still amazed at the amount of time people have for the social media platforms at the weekends - for me, that's family time.
The key is to strike a balance somewhere in the middle. You don't have to be invisible - and you don't have to be irritating! Develop a social networking schedule that does not run your life but does keep you accountable. The goal should be consistency. Choose a schedule and stay the course for at least six months. As you find success, you can adapt & develop - initially this may well be better done by freelance social media manager working towards a handover to your internal staff when the time is right.
The sample social networking agenda below can be used as a springboard for designing one that suits your schedule and the social networks you've identified as relevant to your market.
Twice Daily in the Morning and Afternoon
- Check Twitter. Respond when necessary. Follow the @replies that make sense. Do this more often if you can but research the times when your audience are most likely to be there.
- Check LinkedIn. Reply to emails and comments when appropriate. Answer Invitations to connect.
- Scan Twitter followers for relevant conversations to join. Do this more often if you can but research the times when your audience are most likely to be there.
- Check your Facebook Page for questions and respond when necessary.
- Scan Google Alerts for brand and company mentions. Respond as appropriate.
- Check competitor activity and monitor other alerts you've set up.
- Check alerts for blog opportunities and write a blog if the opportunity to connect current events to your business arrises.
- Build Twitter Lists to better organize ongoing discussions and special interest groups. Set up saved searches to find out if people are talking about you or your company, or subjects of interest to your business.
- Scan LinkedIn questions from network connections and respond when appropriate.
- Catch up on LinkedIn discussions. Add to discussion when appropriate.
- Send LinkedIn invitations to connect with clients when beginning a new assignment.
- Ask for LinkedIn recommendation after successfully completing a project or engagement.
- Add new content to Facebook like videos or photos.
- Add new video to YouTube
- Think of ways to repurpose this content and energy to reach a larger audience.
- Keep an eye open for new social networking venues, tools, and functionality that will make the social networking experience more enjoyable and easier for your customers to find and connect with you.
- Identify new social networking influencers and build relationships where appropriate.
- Mondays: Schedule tweets through HootSuite to go at regular intervals - you will have to be on Twitter around those times to check for responses and engagement.
- Join one hot trend conversation on Twitter, if appropriate.
- Daily: Respond to blog comments.
- Fridays: Check traffic at your blog or website. Tracl the links you've used - what works and what doesn't? Adapt next week's content on that basis!
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