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The Golden Scroll – Social Media Training Guide

Posted in Premium Content on Wednesday, December 14th, 2011 at 8:10 pm No Comments

THE ONLY THING YOU WILL NEED TO START UNDERSTANDING YOUR SOCIAL MEDIA MONSTER

 

Most common uses for Social Media

Uses for social media can better be explained in plain terms as goals for your social media campaign. The 3 main goals of any social media campaign are:

  • Promote a Brand
  • Manage a Reputation
  • Become Authority

 

What is a Social Media Campaign?

As a rule of thumb, social media for yourself or business should be broken up into campaigns. A campaign can be daily, monthly or quarterly. A social media campaign is created by employing a series of operations over a specific period of time, to accomplish one of the goals above. When documented, this “Series of Operations” becomes the development of a “Social Media Strategy. A start and end date for a campaign allows for evaluating and tracking the success of your campaign.

Defining your social media strategy

In order to run a successful campaign, the strategy behind it must be well defined. Keep in mind that when developing any type of marketing strategy the most important factor is to clearly understand your business, brand or culture. Social Media is most effective when it is an extension of these basic company attributes. A social media strategy is created by:

  1. Selecting which social media channel types to employ.
  2. Defining how each social media channel will be utilized. Every social media channel can be put into one of 3 categories, networking, promoting or sharing. (See Below)
  3. Establish a series of operations to regularly distribute interesting content.
  4. Connecting these channels to establish easy access points and automation.

 

An effective campaign will utilize a network, promote and share content in an effort to accomplish your goal. Choosing these should be based on which tools best fit your brand, your business processes or culture.

 

What are the most common social media channel types?

Networking Channels

Social Networking Sites

 

 

Promotion Channels

 

 

 

 

 

Sharing Channels

 

 

 

 

 

  • Presentation Sharing

 

 

 

What are the basic content types?

 

(IN) Industry News

Posting content that is relevant to your industry, especially news articles posted by major publications or blogs can be a valuable resource to build your audience. By posting content relevant to your business, you establish your company as a news source and an authority in your industry. This level of expertise is a strong qualifier in the minds of your customers and also raises brand awareness. This ultimately results in growing your target audience, lead generation and referrals.

 

(CN) Company & Product News

By posting news about your dealership or its products, your target audience sees that you are maintaining an active role and presence in your industry. It also helps customers build an affinity for your brand and develop a pseudo “relationship” with your company over time. It is this relationship that strengthens the bond between dealership and customer, resulting in an increase of future purchases and referrals. Some types of content you can post include product reviews, dealer reviews, product releases, press releases, new employees and events.

 

(MI) Marketing Incentives

Marketing incentives such as giveaways, events, discounts and other offers are a staple for many companies. However, moderation is key to reducing the likelihood of offending your viewers in a social media environment. Consider your social media activity like a television show or movie. The viewer expects a commercial from time to time. Using a social platform solely as a “commercial” channel will surely turn off your viewers. Therefore, limit promotional postings to 1-2 per day on Twitter.

 

(GC) General Content

General content such as inspirational quotes, re-tweeting valuable content and replying to people publicly helps to show your audience that there is a real person behind a given social media account. People do not join and participate in social networks to be advertised to by a faceless social media account. There is a certain level of entertainment and conversation that must be taken into consideration. A company can successfully meet marketing objectives through social media by implementing a healthy mix of marketing, entertainment and value.

 

Content Frequency Guide

Post content at the following times for maximum visibility:

 

Mon

Tues

Wed

Thurs

Fri

Sat

Sun

8:00

7:00

7:00

7:00

7:00

7:00

7:00

11:00

10:00

10:00

10:00

8:00

8:00

10:30

12:00

1:00

1:00

1:00

1:00

1:00

2:00

1:00

2:00

2:00

2:00

2:00

2:00

3:00

3:00

3:00

3:00

3:00

3:00

3:00

4:00

4:00

5:00

5:00

5:00

5:00

5:00

5:00

 

Content Classification & Frequencies

The type and frequency of content distributed for a particular client will always differ based on their classification.

 

General: 1(IN), 1(CN), 2(MI), 2(GC)

Authority: 3(IN), 1(CN), 1(MI), 1(GC)

Brand Growth: 0(IN), 2(CN), 2(MI), 2(GC)

Reputation Management: 1(IN), 1(CN), 1(MI), 3(GC)

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