Social media management has grown from a curiosity to an integral piece of effective social media strategy in the space of just a few years.
Nearly overnight, companies have brought on whole teams of specialists to craft effective social media strategies and manage multiplying numbers of social media accounts. Companies will be hungry for better social media management tools in 2013, too.
Below is a list of five must-have features key to delivering on a social media strategy effectively in 2013:
Social media doesn’t sleep, but that doesn’t mean you don’t have to. Ensure your social media management tool of choice allows you to schedule messages in advance. So if you’re in London, you can schedule messages out to your customers in New York during their workday.
If you want to take scheduling to the next level, look for a social media management tool that offers the ability to schedule large batches of messages at once. This will be a useful time-saver when it comes to managing campaigns that require heavy messaging around a certain period of time.
When it comes to interacting with your customers, those in different locations may have different needs, speak different languages or follow different trends.
You’re going to want a social media management tool that optimizes your searches and filters your searches by language to help you curate relevant content for different demographics.
Social media management is also an effective way for businesses to keep their finger on the pulse. Setting up keywords or search streams provide insight into what is trending among your customers. This can help you develop a marketing strategy that focuses on customer’s lifestyles and personal preferences.
Keywords are useful for keeping track of competitors’ activities but they’re also useful for tracking brands that are complementary to your offering. If your product is often purchased in conjunction with another product, keep an eye on the complementary product’s social media activity to take advantage of promotions or recent sales, as these are potential leads ready to be converted.
It takes two to tango especially when it comes to being social. Collaboration is key when it comes to developing and executing an effective social media campaign. Ensure your social media management tool enables you to seamlessly collaborate with your team to ensure you execute an integrated social media management strategy.
Gone are the days of social media purely being about ‘building buzz.’ It is now a line item in budgets as companies invest resources in these channels and there is an expectation for reports which show ROI for social media outreach.
Make sure your tool has the ability to analyze important metrics such as click-through rates on shortened links, clicks by region and top referrers. It’s also important to have access to Facebook Insights and Google Analytics.
The most effective tools will provide the ability to access in-depth metrics on the efficacy of your social media programmes.
This will allow you to determine which messages resulted in the highest number of conversions, which platform is providing the greatest return, and which time of day is most effective to drive traffic.
What does it take to go Pro?
Social is here to stay and to maintain a competitive advantage, businesses need to stay abreast of this ever-evolving space.
HootSuite Pro help teams engage with audiences and analyze campaigns across multiple social networks like Twitter, Facebook and LinkedIn from one secure web-based dashboard.