The Finer Art of Managing Multiple Social Media Channels

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HootSuite is the most popular social media management tool to collaboratively execute campaigns across multiple social networks from one dashboard. Folks tend to gravitate towards Hootsuite because it tracks conversations and measures campaign results while managing unlimited social profiles (pro version), enhanced analytics, and advanced message scheduling. Buffer is like a virtual queue you can use to fill with content and then stagger posting times throughout the day without worrying about micro-managing the delivery times. With IFTTT you can essentially connect any major network or channel together to automate sharing on sites like Facebook, Twitter, LinkedIn and enhances Buffer and Hootsuite even further. SocialOomph can auto-follow any new follower on Twitter and is touted as increasing social media productivity. Tweetdeck monitors and manages Twitter feeds with filters. Tweepi is a unique management tool for Twitter that lets you flush unfollowers, cleanup inactives, reciprocate following interesting new tweeps. Social Flow predicts the best times for publishing content to capture peak attention from target audiences and also conducts an analysis of social signals to help identify where marketers should spend money on promoted tweets, posts and sponsored stories.  SocialBro helps better target audience engagement by identifying key influencers and optimal tweet times. Argyle Social allows you to merge social data with sales and marketing numbers to identify and engage with more prospects, leads and build stronger relationships with social media actions. Out of all, one of the newest with most potential is DashBurst which shares a variety of different content including any media while creating boards to curate and showcase interesting content.

Creating posts for the native languages of each channel

  • Combine visuals with hashtag campaigns to boost numbers and adding a contest is a triple threat!
  • Thank followers often and encourage fans to leave comments about personal experiences during various current events.
  • Use compelling visuals to humanize your brand like behind the scene photos that create a sense of community.
  • Blogs are a great tool to share links and widgets, as well as embedded pins, tweets and posts, which help spread your visual content across multiple networks. The more easy your content is to share, the more users will engage with it.
  • Pose questions on a topic that will interest your target audience and add an eye-catching image, and the more entertaining/funny the better.
  • Run a photo caption contest—not for anything big, just something a winner would appreciate. You could always get a T-shirt made with the picture and their caption in a size and color of their choice.

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Which social media ads are available for each channel?

For brands to get in front of a target audience they are having a tough time gaining ground, they sometimes have to resort to paid messaging.   Facebook and Twitter, as any other ad-supported media properties, have targetable mass audiences that you can reach. Don’t forget to measure against specific marketing goals for business impact which requires a more thorough analytics approach.  Whatever channel you use keep in mind that consumer media habits have become a mashup of devices, platforms and content. This can actually be used as an advantage to plan and execute programs that work across each channel and content should be geared towards the unique strengths and nuances of each social platform in your mix.

Good niche networks

There are many new niche networks that are trying to devoid themselves from the bigs bad reputation for too many ads, lack of privacy, collection of data, keeping track of online activities, etc.  New networks, like Yik Yak, offer users more privacy by allowing them to post to other users nearby anonymously, or Ello who promises to never sell users’ data. Smaller networks, like Behance, SoundCloud or Foodie, biggest challenge is gaining a big enough user base. Niche networks based around a particular interest, rather than people, have the ability to thrive. Because many of these niche networks are new and just appear, you have to be on the lookout and aware of growth.  Niche networks are also becoming very privacy oriented because of the public outcry for more privacy.  Keep this in mind and try not to ask for too much unnecessary info when it comes to soliciting personal information.

Which brands are doing it best?

I looked to AdWeek and who were this year’s Shorty top awardees given to those that were the best on: Twitter – NBA (Links to an external site.); Facebook – Un Illustre Inconnu (Links to an external site.); Vine – Lowe’s (Links to an external site.); Instagram GoPro (Links to an external site.),Expedia (Links to an external site.); Snapchat – The Maze Runner (Links to an external site.); Pinterest – Jetsetter (Links to an external site.); Tumblr – Game of Thrones (Links to an external site.); YouTube – GoPro (Links to an external site.)LinkedIn – Wells Fargo (Links to an external site.); Google+ Closer (Links to an external site.)

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