Brian Honigman is a social media account manager at LunaMetrics, a Google Analytics certified partner that also specializes in social media, search engine optimization and PPC. You can follow him on Twitter @LunaMetrics or @Brian_Honigman, and read his blog at BrianHonigman.com.
Most brands have accounts on Facebook, Twitter, YouTube, Foursquare and many other social platforms, not to mention multiple profiles within each service for different store locations, branches, audiences or product lines. As an agency that manages social clients, understanding how to keep these social accounts streamlined and organized is important for the continued success of your projects.
Here are a few tips for keeping the social workflow under control.
Delegate from the Beginning
Your first concern when trying to keep your different accounts organized should be leadership. Without a dedicated project manager delegating to other employees, many details can get “lost in the sauce.”
Immediately after the sales team closes a deal, one project manager should be the main decision maker and point-of-contact. High-level social strategy decisions should be the responsibility of that person, while they delegate implementation and welcome strategic suggestions from the team.
Hypothetically, your agency has American Express as its social client. It would be vital to keep the content and engagement consistent throughout each of the client’s profiles and social accounts. Leaders on the project may choose to delegate a geographic territory, such the profiles associated with American Express’ Asian market, to a specific team. Delegated work flow based on the market or platform helps to lower the chances of cross-pollination and inconsistency across the client’s accounts. The disbursement of responsibilities among different employees will help identify problems quickly and avoid confusion.
Organization is Vital
Keep the client’s administrative details, usernames, passwords, assets, graphics, essential links, etc. in a unique location for all project contributors to quickly and easily access. Dropbox, Google Docs and Basecamp are helpful tools for this type of online collaboration, helping to keep your entire team on the same page.
Organize a concise editorial content schedule for each client’s social accounts. Remember to account for overall strategy and unexpected announcements as well. Plan no more than a month’s worth of content ahead of time. In fact, two weeks worth of advanced planning is ideal. Designate when and on what platform content will be tweeted, shared, posted and viewed – timing is crucial to prevent mistakes. However, planning too far ahead of time can hinder post relevance and newsworthiness. It’s a delicate balance, but necessary when managing multiple clients across their numerous accounts.
Dedicated leadership and organization can only go so far when helping manage a client, especially one with a robust social media following. Social management requires additional tools to keep track of brand mentions, ensure continued engagement, and connect branded accounts with brand advocates. Here are three useful tools to consider:
Monitoring Brand Mentions
The size of your agency and its resources will help determine which of the many social media monitoring tools fits bests. Enterprise level agencies might try Sysomos, a tool that determines brand discussion and engagement by keyword. Associate particular clients to keywords, and then monitor the resulting groups. This way you can focus on tracking the activity and buzz around certain key phrases.
Google Alerts is another tool well-suited for all sized firms – especially because it’s free. Google Alerts logs new content based on infinite keyword variations. The service sends alerts to your account whenever your specific key phrases are mentioned on the web. Alerts gather insights from bloggers, forums, public social profiles and other websites. They can be especially helpful when that content relates to your clients. Register separate email accounts for each client’s alerts. For instance, set clientXalerts@gmail.com for one client and clientYalerts@gmail.com for another – the designation will help keep your alert system organized.
Keeping Track of Engagement
Being responsible for dozens of social media accounts with hundreds of thousands of followers can appear overwhelming, especially when you attempt to engage with every wall post, comment and retweet. A social media management tool like HootSuite can help ensure that your team doesn’t miss a single chance for fan engagement. For example, if a Facebook wall post or a tweet needs a response, managers can assign a particular team member to answer that content. Once the team member engages with that post, a “replied” notification appears in the HootSuite interface.
Connecting Brand Advocates with your Brand
Twitter’s Advanced Search is a wonderful way to search the Twitter universe for brand mentions, even if a user hasn’t specifically @mentioned your client. Let’s use the Bacardi brand as an example. Most of the first-page results for “Bacardi” aren’t linked to their account, but the brand is still mentioned in many other tweets. Reach out to these newly discovered brand advocates, and follow interested customers for future conversations. Go out of your way to find and organize brand mouthpieces across your various accounts, and engage them to foster activity around your clients’ accounts.
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