Social media marketing refers to the process of gaining traffic or attention through social media sites.
Social media itself is a catch-all term for sites that may provide radically different social actions. For instance, Twitter is a social site designed to let people share short messages or “updates” with others. Facebook, in contrast is a full-blown social networking site that allows for sharing updates, photos, joining events and a variety of other activities.
How Are Search + Social Media Marketing Related?
Why would a business who has a website which comes up in a search engine care about social media? Because the two are very closely related.
Social media often feeds into the discovery of new content such as news stories, and “discovery” is a search activity.
Social media can also help build links that in turn support into SEO efforts.
Many people also perform searches at social media sites to find social media content.
Social connections may also impact the relevancy of some search results, either within a social media network or at a ‘mainstream’ search engine.
A current feed (daily updates) ensures your brand is top of the news stream or search results. This means potential customers are more likely to find you.
An active community on social media channels leads to community which leads to engaged customers who keep coming back and using your product/service.
A personal touch to your brand makes people feel connected to you in a unique way, wanting to share in the experience that is your brand.
Including your customers in your giveaways, sales information, ongoings behind the scenes makes them feel supportive + patriotic.
Having social channels lends to transparency for your brand which means feedback from your audience.
This all means more feet through the door, a deeper understanding of your clients, a chance to improve your service or product and better (bigger!) business.
Why you’re seeing more Hashtag stickers on Shop Windows
Hashtagging is a popular way for brands to run competitions, giveaway tickets to events + generally get people talking about the brand.
Here in Cape Town, it’s become a hot trend to see shops such as Topshop, Mr Price, Zara, Guess, Sunglass Hut + other fashion stores display hashtags on their windows. This isn’t just limited to clothing stores, though. Places like Woolworths, Pick ‘n Pay, Mac, CNA or even coffee shops like Vida e Caffè are catching on. In fact, you’ll see references to social media channels pretty much everywhere now – banks, bars, theatres, camera stores, bookstores, restaurants and even liquor stores have some kind of “voice” set up online. It’s about:
Those who have Google Analytics installed on their website can use Visually’s Google Analytics Report: an app that creates a custom infographic of your website’s activity and performance. This free report tells your website’s story for the week loud and clear. It highlights where your wins came from, giving you that push to make next week even better! You can opt to have these reports delivered straight to your inbox every week.
This free, easy-to-use Twitter management tool allows you to oversee all aspects of your Twitter account(s) in one interface. TweetDeck gives each user the freedom to customize their display by showing or hiding various columns presenting everything from your home screen to search terms. Considering TweetDeck is specifically tailored for Twitter, it may not be the best tool for those looking to simultaneously manage various social networks in one place. Nevertheless, it gives great deal of control over the intricacies of your Twitter profile without the hassle of navigating across profiles.
Hootsuite takes it a step further and allows you to manage multiple social streams like Twitter, Facebook, LinkedIn, Google+, Foursquare and many more in one place. Working across multiple networks with a social team can be difficult, and Hootsuite makes it possible for you and your team to delegate between responses to fans and followers, eliminating the stress of coordinating responses and potentially overlooking valued fans. While Hootsuite remains one of the most used social media management tools, though, it lacks a basic function: the ability to have images appear as image previews in the Twitter feed as opposed to collapsed links. Still, Hootsuite is a top contender in the space.
Free – Up to 5 social profiles, up to 2 RSS
$8.99/month – Up to 100 social profiles, up to 9 team members, advanced message scheduling and more
Enterprise (custom pricing) – Unlimited
Like Hootsuite, Sprout Social is a social media dashboard that monitors and manages multiple social networks. It has a clean interface and user-friendly dashboard built around 6 tabs: Home, Messages, Feeds, Publishing, Discovery and Reports. Connecting your Facebook, Google+ (Pages only), LinkedIn, and Twitter accounts, Sprout Social suggests new people to follow or unfollow, and offers many ways to schedule updates in advance. Although Sprout Social still has much to improve on, like offering a wider range of social networks, it is paving the way towards fruitful social media managing.
$39 per user/month – Manage up to 10 profiles, real-time brand monitoring, comprehensive reporting tools, and more
$59 per user/month – Manage up to 20 profiles, Helpdesk and Google Analytics integration, deluxe reporting and more
$99 per user/month – Manage up to 50 profiles, ViralPost time optimization, custom interface, and more
If your main focus is Twitter and Facebook, then this is the tool for you. Crowdbooster helps streamline your social media activity so you pay attention to what matters. Aside from scheduling posts for both Twitter and Facebook, it allows you to easily keep track of new fans and followers by reminding you of followers you have not yet responded to and listing recently acquired influential followers. Although there seems to be a lag time between the syncing of Crowdbooster with Facebook and Twitter API data, it presents a dynamic tool that helps direct growth and engagement metrics.
$9/month – 1 Facebook page, 1 Twitter, 1 User and more
$49/month – 10 social media accounts, 8 users and more
$119/month – 30 social media accounts, 30 users and more
To complement your Twitter tools, in Visually’s app center you will also find Twitter Showdown, which compares any two Twitter accounts head-to-head. The app is meant to be a light-hearted, fun way to see who rules the Twittersphere, but it can actually produce some insightful information on different Twitter accounts in your industry, or when comparing yourself to your competitors. Twitter Showdown gives you insight on follower-to-following ratio, level of tweet engagement, mentions per tweet, tweet timing and, overall, how two accounts compare.
Although Facebook pages comes equipped with Insights and provides significant data on Likes, Reach, People Talking About This, etc., sorting through the data and making sense of it can be a hassle. One must keep in mind the algorithm Facebook uses to determine what posts even make an appearance in newsfeeds. Edgerank Checker helps admins understand how their followers interact with each post by assigning it an Edgerank score and makes recommendations to assist with future posts. With this tool, admins can even monitor each post in real time.
Free – EdgeRank score, EdgeRank score over time graph
$15 per page/month – Real-time analysis, post grades, recommendations, negative feedback analyzer
If you’re already using great Facebook tools and have an understanding of your data, it’s time to take it to the next level. Visually has a great tool for admins to up their social game by visualizing the last 30 days of their Facebook Insights. Facebook Insights is impressive because your page’s performance literally materializes before your eyes. You can also download and print this report and share it with the rest of your team.
Buffer is a simple and effective tool for sharing content through Facebook, Twitter, LinkedIn and Google+. It’s particularly useful for small businesses that don’t have the time or resources to update their social media channels regularly, but would still like to maintain a social presence. With Buffer, you can schedule bulk posts ahead of time in a queue. It also offers a number of extensions through Chrome, Firefox and Safari that make sharing what you find on the web that much easier. On the downside, Buffer falls short when it comes to monitoring discussions.
Free service – allows for 2 profiles and 10 updates in the queue for each profile
$10/month – unlimited updates and up to 12 profiles
Specific to Twitter, SocialBro provides insights to your analytics, suggestions for targeting and engagement, and also helps keep tabs on your key influencers and competitors. It works best when coupled with a scheduling tool like Buffer or Hootsuite, because it is geared less towards publishing content and more towards offering reports for marketers. With SocialBro’s integration of both Buffer and Hootsuite, you can import the optimized schedule to sync with your queue and use the results to adjust your engagement.
Free 15-day trial
$13.95/month – Up to 20,000 social contacts across 5 Twitter accounts and more
$39/month – Up to 50,000 social contacts across 15 Twitter accounts and more
$149/month – Up to 200,000 social contacts across 40 Twitter accounts and more
Enterprise – On demand
Postling is perfect for businesses looking to expand their reach across social networks. Keeping track of responses, brands and people, this tool sends a daily digest of your recent activity across Facebook, Twitter, LinkedIn, Blogs, Yelp, YouTube and Flickr. One cool feature is tracking news every time your business or brand is mentioned on the web. With a click, you’ll be able to share that tweet or review.
$1 first 30 days – unlimited usage
$10/month after 30 days – manage up to 5 social media accounts/ additional accounts cost $3/month each
Previously known as Pinreach, Tailwind tracks activity across Pinterest about your company, products and competitors. Pinterest is often overlooked when discussing tools for social media management, but depending on your business, it might be the driving force in traffic, branding and revenue. In addition to the general reporting of growth and engagement, you can connect Google Analytics to track conversions and see which activity is most profitable.
Free – Limited profile and domain trends
$29/month – 90-day history archive, track 2 competitors, invite 2 collaborators, basic audience IQ and more
$99/month – 1-year history archive, track 5 competitors, invite 5 collaborators, advanced audience IQ and more
Enterprise (custom pricing) – Unlimited history archive, track unlimited competitors and more
Social Mention is a real-time social media search and analysis tool that scrapes user generated content across the internet for any given company, product, or search term. In a single stream, this tool will give you the most recent relevant results, metrics on unique authors, reach, frequency of mentions, sentiment and top keywords. This tool should be on every social media manager’s shortlist.
BuzzSumo is a tool that gives you social data on top performing content and influencers based on your search queries. By entering a topic, domain or specific keyword, your results will be nothing short of relevant. Filtering your search by time frame will show you the most shared content over time, which can give you insight to trends or help with generating ideas for your own content! With this tool, you can view who has shared a specific piece of content and create a list of influencers based on your interest. The pro plans allow you to closely monitor keywords, domains or authors by setting up alerts when new content is published. With great data readily available, this tool is one you’ll want to use frequently to stay on top of the latest buzz in your field.
$99/month – Ideal for small teams and content campaigns
$299/month – Designed for Agency teams to support multiple SEO and content marketing campaigns
$499+/month – Bespoke plans for brands and large agencies
Shoutlet is enterprise-level social marketing software that aims to help companies understand their market, grow their social database and drive their business by creating a seamless platform that guides targeted campaigns through analytics. In addition to publishing and scheduling content, the streamlined community management platform makes it easy to create custom workflows to make sure the needs of all customers and fans are being addressed. The advance features in this social management tool are every marketer’s dream come true.
Oktopost focuses on building your brand’s online presence by delivering your content to targeted audiences. It helps you establish and manage your most valuable content, making sure your efforts add value to your marketing strategy. Used by B2B businesses, Oktopost places emphasis on tracking conversions and identifying which channels and messaging drive results. With the recent shutdown of Argyle Social, many of its B2B clients have flocked to Oktopost. Underscoring their focus on B2B engagement, Oktopost integrates with Marketo, Salesforce, Act-On and others, directly linking social media actions to the impact on sales. One thing that places Oktopost above other tools is its ability to monitor LinkedIn Groups as well as company pages. As a whole package, Oktopost qualifies and quantifies better leads for you and your business.
$9/month – Getting started with social marketing
$49/month – All the basics for social media marketing
$119/month – A comprehensive tool for social media marketers
$249/month – The definitive tool for social businesses
+ Sign up to Twenty20, set your price + sell your photos. Youget a 20% cut for each one sold. They sort logistics + shipping worldwide, sending money your way via PayPal every month. They sell your photos on canvas or use them to createphone covers, pillows, ornamental prisms + framed prints. Popular photos are of landscapes + cityscapes. There’s not much on the South African / Cape Town / Joburg / Durban / PE angle (so my readers from here, we can definitely corner the market on this one).
+ Register on Snapfluence + earn serious money through deals with big brands who’ll pay you to promote their products. Become an “Instagram Influencer” + earn up to R17 000 ($1450) to participate in a campaign.
Your headquarters for content. The place you use to establish your reputation, share your expertise or portfolio, answer questions, talk in your natural voice, and wow your readers.
Your place to post text messages the whole world can see. Use it to share useful information, jokes, timely updates, anecdotes, quotes, inspiration, previews of blog posts, and your stunning personality. Engage in real conversations frequently on Twitter. Use Twitter for research, Twitter chats, and the power of lists (organizing connections into useful categories).
Your place to post everything visual that you want your followers to check out. Even if it’s information and not an image, you can make a beautiful image that goes with the information.
Your platform for connecting with people 25 or older. A great place to share visuals, links to useful information, promotions, and inspiration. Facebook has an affordable ad program that can help you target readers with specific interests.
Your place to share compelling, interesting, fun, meaningful, helpful, and inspirational photos and videos. Instagram is a great place to display some of your portfolio items and your behind-the-scenes processes and life. It is best used in a very interactive manner (leaving comments and responses often).
Your place to share longer insights and thoughts (that aren’t quite blog length), visuals, videos, tutorials, tips, and inspiration. Google+ is excellent for communities, deeper discussions, following key influencers, and educating your audience.
Your place to show your professional side, diverse capabilities and skills, and ability to provide useful information. LinkedIn is a great place to make connections for collaborations and to find talented individuals you might hire in the future.
Your place to share tutorials, product reviews, trainings, and your winning personality. If used, YouTube is best used consistently and strategically.
CEO at Gravel Road Entertainment Waterfront Film Studios is currently in Tunisia for the screening of digitally restored South African film Joe Bullet (banned here in 1973). It’s a really exciting time as they’re hosting the International Carthage Film Festivaland Joe Bullet is making its North African debut. They recently made their North American debut in New York at the Museum of Modern Art’s To Save and Project Film Festival, their European debut in France for the Lumiere 2014 Film Festival and were in Berlin in 2015! All the movies under the studio label RetroAfrika Bioscope are films from South African history (1970’s + 1980’s) which have been sourced + digitally restored so you can watch them today. The Afrikaans movie Trompie (1975) is now available in Musica for R99.99! You can also purchase it online through their website herefor R79.99.
One thing I find amazing is how popular social media is globally + especially here in South Africa. It’s grown a huge amount in the last couple of years, making way for unconventional + exciting jobs to open up for creative entrepreneurs like myself! Take a look at the figures………
I would love to give a workshop to aspiring bloggers + creatives in the Cape Town area on all I have learnt since beginning my online blog 3 years ago. Would you sign up? Here’s what I would cover:
Highlight on one of Skybok’s clients Retro Afrika Bioscope – a studio label of Gravel Road Entertainment at the Waterfront Film Studios in Cape Town. CEO Ben Cowley has just returned from France for the “Lumiere Film Festival & Classic Film Market” in Lyon! Retro Afrika exhibited some retro titles at the Classic Film Market as well as its restoration services. Skybok is enjoying handling this account!
+ “Joe Bullet” (a film banned in 1971) will be showcased at the MoMA The Museum of Modern Art in New York City on the 8th & 13th November as part of the “To Save and Project” Film Preservation Festival.
+ “Trompie” DVD will be released in Musica nationwide
+ “Joe Bullet” will be showcased at the Carthage International Film Festival in Tunisia
Skybok enjoyed creatingthis fresh new blog for The Rotary Club of Algoa Bay. Good causes always need good websites. Join them on Facebook here. The Rotary Family Health Days 2015 will be held in the heart of Zwide Township at Ubuntu. It was incredible to hear Bill Clintontravelled there last year. It’s the home of the Ubuntu Education Fund. The RFHD are 3 days of free health care for the community. Skybok shot and produced the Algoa Bay Rotary Club’s video profile recently, as well as their soup kitchen for Madiba Day at Provincial Hospital.
Even if you’re the ultimate hybrid project manager/content creator and community-engager, reality is, you’ll probably develop Social Media Manager Multi-Personality Disorder (SMMMPD)* at least once in your career.
(*Totally made this up)
Reblogged from Mashable here, Kelly Meyers offers up her favourite tips for Social Media Managers everywhere. I believe it’s all about structure, time management and keeping one step ahead of the game. Social Media today is one of the best venues for marketing products and services. Why? Because humans are social by nature! It’s digital word of mouth. Most companies employ social media experts to handle their online presence, reputation, promotions and branding. It’s important to remind yourself that it’s all about keeping your client’s brand alive and relevant, as well as connecting with readers in a compelling way to cultivate a strong community around a valuable service or product. Strengthen brand awareness, extend your network, attract new audiences and engage old ones. Bottom line – get business! Bottom bottom line – get feedback! Always aim to innovate, transform, evolve and create. Build on what you’ve designed to manage your clients accounts by using the suggestions below. I believe these tips will be a great resource for you. Enjoy! And be sure to check out my Social Media Management board on Pinterest ❤
1. Pain: So many accounts, so few browsers, so slow Internet speed.
Every day, we log in to our Facebook, Twitter, Tumblr, Instagram, Pinterest and Tumblr accounts, our work email, Google Drive and our internal communities, not to mention those of all our clients. We open our desktop versions of Tweetdeck, Twitter clients for Mac, Chrome for our personal accounts, Safari for our brands’ accounts and Firefox for our work accounts. Twenty minutes later, mid-tweet: not one applications is responding.
Remedy: Behold, Chrome profiles. Create as many Google Chrome profiles as you need — one for work, personal stuff and each client — and you’re free to toggle among multiple accounts at once. Each is fully customizable with account-specific bookmarks, Chrome apps, saved passwords and more. No need to use Chrome’s “Incognito” mode or multiple browsers at once.
2. Pain: You can’t find a buried document, and you keep opening the wrong version.
Your desktop is a mess, your download folder is bursting at the seams and your “organize screenshots later” folders (come on, every community manager is guilty of this) are about as useful as a junk drawer.
Remedy: Download FoundApp. Immediately. FoundApp simultaneously searches all basic file types in your folders — Dropbox, Evernote, Google Drive and Gmail attachments (even the ones you never downloaded). My favorite feature is preview, which allows you to easily scroll and view each document without having to open it. (Fingers crossed that its January YouSendIt acquisition doesn’t make it another Sparrow.)
3. Pain: Photo fatigue.
Cross-posting Instagram photos to Twitter is a time-suck, and Instagram photos take up too much space on your phone. Any community manager knows that time and space are of the essence. And so is seamlessly optimizing content for each social platform.
Remedy: With IFTTT (If This Then That), you can literally put the Internet to work for you. Use one of its pre-created recipes, or make one of your own to cut down on social media cooking time. Two recipes I love: auto-publish Instagrams as Twitter pictures, and save tagged Facebook photos to Google Drive or Dropbox. IFTTT currently support 62 platforms, which means options are endless.
4. Pain: Creating an actionable to-do list just isn’t happening.
No matter how many to-do list apps we try, there is still something special a colorful Sharpie and a notebook. Many times, the action of writing solidifies memory. When you’re juggling communities for several brands, the key is how you define and prioritize each action item.
Remedy: Snag an Action Method notebook from Behance. Each page feels like a blank slate, organized just like a digital note-keeper: date, action items, project titles and even a “backburner” section. Action Method offers a digital version, but I’m sticking to pen and paper for now.
5. Pain: You can’t see your Tumblr post in the context of your brand’s custom theme before publishing.
Getting a true feel for a concept in social media can be challenging if you don’t display it in context. An Excel sheet full of pasted images and suggested copy just doesn’t have the same effect as the real thing.
Remedy: For Tumblr, try creating a secondary password-protected blog under your account, using the custom theme code from your actual blog. This way, you can use it to test posts internally and easily send around to your teammates for feedback.
6. Pain: Taking and saving screenshots of everything.
If your client hasn’t yet requested, you do it anyway: screenshot everything awesome or horrible on social media that you see. After all, it could disappear moments later. But organizing, archiving and annotating these screenshots isn’t easy.
Remedy:Skitch, now a part of Evernote, is the greatest screenshot tool you will ever use. It’s a departure from those “Print Screen” keyboard shortcuts you’ve grown accustomed to, but once you’ve got the hang of it, it’s worth it. You can store screenshots in Evernote, tag, categorize, share, edit and annotate. Skitch is the best way to annotate anything else you keep in Evernote, too.