As more and more businesses begin to accept the fact that they can no longer avoid implementing a Social Media Component to their operations, many are left guessing or are improperly advised as to how to structure and roll out this Transformation. If you understand your industry, the task of assembling your Corporate Social Media team becomes increasingly easier(refer to chart) to build out.[Hewko]
When you and your Company decide to incorporate a Social Media Strategy for your Organization, there are a few things you should first consider and plan before you take the plunge… and “yes,” in some instances, there may be no need to build out a Social Media presence at all. These situations are few and far between and almost every business can benefit from some sort of Social Media exposure.
Do this First!
- Aligning your Corporate Goals and not your Social Media Goals = targeting the right audience and increasing the Breadth and Depth of your messaging as it relates to your business objectives and not your ego.
- Be prepared – take the time to consult with an Agency or Professional service to Plan, Structure, Create, Educate and then Deploy your Social Media efforts. There are many things to consider before you haphazardly enter the Social Media Arena and they look exactly like the “Best Practices” you would expect to see in your regular day to day operations. Governance, education (all staff), policies etc should all be seen to first if you want to roll out a professional presence.
- Trust your team – Things move very fast in Social Media and if you have taken the above steps first and are starting to see the results you have been told to expect, NOW would be a good time to scale this effort to all other areas of your business. Well chosen and trained staff will be able to not only synchronize this effort to all areas of your business but they will effectively grow your Frequency, Reach and Yield far beyond your expectations, if left to do their jobs.[Owyang]
If your Organization has the ability to assemble a Social Media team (in this case we are looking at 5 people), then the following team structures should be considered for your course of business. It is important to note that 5 people or more is an above average number for most businesses today that are compiling a Social Media team and most businesses will have to work with a much smaller number. In any case, at the core of our three industries – Businesses, Government Organizations and Non-Profits there are two common positions that should be enlisted.
- Social Strategist: This is not a job for a junior person in your organization that happens to know about Social Media. This may seem obvious but we see it all too often. This is a critical “Top Down” role for some one that is a Leader, understands business (more importantly your business) and is accountable to the goals and targets of moving your organization forward. This person must be able to communicate with your executive team(s) and relay the business objectives to the balance of the Social Media team.
- Community Manager: This person should be your strongest asset for “customer-facing” roles who understands your Brand and your Social Media Community. Often times this person will be juggling multiple tasks and has to do so balancing “customer needs” with “business needs”. A combination of soft and hard skills are required to pull this position off effectively and if your organization is successful in developing such an asset, you would be wise to train as many people on your team or in your Organization to carry out the tasks your Community Manager.[Owyang]
Now that we have taken a quick look at the two essential roles that should be at the core of your team, let’s take a look at some more specific positions you need to consider when hiring for your respective industry. And for the purpose of this article, the assumption has been made that there is already an in-house person or team to attend to you Web Development needs as most businesses today operate with some sort of web presence and internal tech to support your day to day business operations.
Businesses: Will want to have a Business Unit Liason – some one that can speak to and interact with the various departments in your company to plan, develop and carry out each of the various departments’ specific needs. This person will be responsible for making sure your Social Media plan is in line with what your company’s objectives. You will also want a Social Analyst to track and measure your Social Media efforts. It is vital to know the effect and reach your Social Media presence is having on your business. This role will allow you to know exactly what is or is not working so you can either fix or push in the appropriate areas. Lastly, you will want to consider an Agency Partner to assist you in areas you are not equipped to handle. This industry is in a constant state of flux and aligning yourself with an Agency Partner will give your company an edge over your competition. Agencies come fully equipped to deliver in all areas of your business needs and if you can find an agency that produces your desired results on time and on budget they are an invaluable component to your organization.
Non-Profits: Will want to enroll the services of a Content Strategist that will be responsible for streamlining and coordinating a uniform message and strategy across all areas of your organization. A consistent delivery of your content that has been well planned will help lead your audience through your funnel producing your desired effect of your organizations objectives. Add to this grouping a Social Media Manager who will be the driving force of your Social Media plan that is responsible implementing the projects laid out by your Content Strategist… think of the two positions as Architect and Foreman – your Social Media Manager is the Foreman that gets the project built and implemented utilizing your team members and the plan that has been created. And the same core members of the team are also essential in planning a Social Media Team for Non-Profits – Social Strategist, Community Manager and Agency Partners for the same reason previously mentioned.
Government Organizations: When we look at the graph above, the position of Education Manager is the only unique position we have not discussed. Your Education Manager’s job in your organization is to build, train, instruct the various personnel/assets within your organization to carry out your Social Media efforts. Systematically training and developing your staff to take on and participate in a meaningful way within your Social Media efforts. Please note the other overlapping members of this team from the graph above.
As the need to address Social Media Implementation grows, more and more employers will be looking for candidates that come to market with some if not most of the skills and tools discussed in the above mentioned roles and positions. In a very short period of time it is likely that the roles discussed above will be titled in a very different way as Social Media practices become a core set of skills everyone will be accustom to. I hope your organization can utilize the outline for building out your respective Social Media Team.
If you have any questions or comments, feel free to use the message box below.
Hewko, G. Img. Social Media Team, Web. 21, November 2013
“Jeremiah Owyang.” Web Strategy by Jeremiah Owyang Social Media Web Marketing Breakdown Corporate Social Media Team Comments. Web-strategist.com, 9 Sept. 2012. Web. 21 Nov. 2013.
Businesses, Government and Non-Profits… Getting your Content Marketing Plan Outline right is easier than you think…
When you set out to create a Content Marketing Plan or Strategy for your organization you need to understand that your Content is the Engine that drives your engagement with your ideal audience. Create and deliver Content of value from a human perspective that your audience will want to read, share, collect and spread. When you can create this kind of content, your audience will follow you where ever you lead them, stand up for your cause, vote for you at the poles or buy and endorse your product or service.
There are four basic strategies to consider when deciding what would serve your organizations’ objectives best. There is the Layered Narrative or Story Telling approach, Micro Targetting, Seeking and Converting and finally Social Customer Service. Choose the most suitable structure for your professional organization and start to learn how to reach your audience. In many cases it is necessary to use complimenting approaches to tell your organization’s story, so don’t be afraid to use a combination of any of the four strategies to get your message out.
Content is not just blog posts and white papers. As part of your organization’s strategy, you need to know what your audience responds to best. It could be a Tweet, a video on Youtube, a paid ad, podcsast, pictures, articles, white papers or any combination of the previous. Building the right content marketing plan outline or strategy will provide you and your organization with the focus to succeed in giving your audience what they want and in turn, they will give you what you want… their attention.
A Layered Narrative approach with Micro Targeting seems to work best for Nonprofit Organizations as a combined delivery strategy for telling and relaying their story. By sharing your story with well written and compelling posts that evoke an emotional connection to your cause you will compel your audience to want to engage. Use pictures and videos to do the heavy lifting for you. We are visually wired and when we see suffering, our natural reaction is usually empathetic and over time, proactive. People want to help, they want to get involved. As long as they feel connected to a cause worth caring for. They will want to help.
Businesses too can adopt a Layered Narrative approach coupled with a Seeking and Converting tact. Seeking and Converting allows you as the business to follow your prospect through a number of different points along the path to purchase. Following along with your prospect’s choice of what they choose to follow allows you as the business to direct the conversation to influence and persuade your prospect through your sales funnel. Add to that a compelling story describing a scenario of what position your prospect was in before your product or service, during the use of your product and service and where they are today because of your product or service and you will have demonstrated the potential of what you have to offer prospective customers.
Governments will benefit best by employing a Micro Targeting approach to their content marketing plan outline or strategy . Providing content to your audience in this way will allow you and your organization to effectively deliver your message as it is focused and targeted. It will allow you to lead the conversation and help to convert and persuade your community. Adding polls and surveys that align with your message will not only help to lead your audience but it will also provide valuable data for your organization to build content, revise your approach or promote what is already showing as effective results. Micro Targeting to audiences of Government organizations is an effective and timely means to correspond with your audience.
I would also like to point out that our perception of the online world of search, content and reach is skewed for big Government, Business and Nonprofit as the level of targeting our audience is in the hands of Big Data and those that can afford it. If your company can afford it, there are companies like Acxiom, Blue Kai, TargusInfo, Experian and several others that can not only cut through the noise but can deliver your exact target market on a silver platter with the proverbial apple in mouth for the right amount. I know we are going a little off topic but I do want you as the reader to know that, although we are told content is King… it is King because the more data that is produced, it will infinitely tighten the Loop of the Filter Bubble we all step into when we make our first click….[Pariser]
If that sounded a little obscure or possibly intriguing please feel free to leave a comment below to ask me more about the Filter Bubble and Big Data and I will follow up.
If you want to effectively deliver your message today… you need to understand the importance of Visuals in Social Communications!
“Did you know humans process images 60,000 times faster than text? Or that people remember only 20% of what they read alone, compared to 80% which they see!”(Clementi)
Well don’t feel bad because this was news to me too and then I started to do a little more research into the matter to see just exactly what was going on.
As it turns out, we as human beings are visually wired for survival. The need to see what is happening around us served to keep us fed and to keep us alive and any one working in Social Media today knows that things really haven’t changed all that much when it comes to giving your audience what they want.
We all remember writing those epic blog posts of a thousand words or sometimes more, to then be abbreviated by our Facebook posts and shortened once more to our Tweets, now at 140 characters and still people just don’t respond nearly as well as they do to Rich Media. So let’s take a look at the importance of visuals in social communication.
- Facebook, photos are ‘Liked’ more than twice as often as text updates, and some 700 videos are shared on Twitter each and every minute.
- 700 Youtube videos are uploaded and shared every minute.
- 60% of consumers are more likely to consider or contact a business whose images appear in local search results.
- 37% increase in engagement is experienced when Facebook posts include photographs.
- Pinterest generates the 4th largest amount of web traffic worldwide.
- Engagement on Instagram is 10 times greater than on other social media platforms. (Clementi)
That fact is, “a picture is worth more than a 1000 words“. People respond, connect and retain far better when given the choice between text and visual. I would much rather watch a visually compelling documentary than have to read about the topic – for the longest time I thought I was just lazy, turns out – I’m supposed to process information better this way. What a relief. I do spend more time imagining myself with a Brand’s product and how I would use it when I see a picture or video of it. Visualizing leads me to imagining, which turns into feeling or developing an emotion towards everything that image or video had initiated.
Truth be told, I do enjoy that same process when reading a good book but we are talking about Social Media Marketing in this case and so we need to understand that delivering our message as Marketers to our audience needs to be delivered in the quickest and most effective manner that our audience is going to positively respond to. As our devices advance, our interactions with them seem to cause us to act more instinctively as opposed to cognitively. The science behind Social Media Marketing is advancing at a rapid pace and the predictability of the consumer is increasingly becoming more and more refined. Visual Communication and Rich Media taps all of us at our most instinctive core and so if you want to really move your audience, my advice to you is, “Get Visual!”
1. Clementi, Justine. “The Importance of Visual Communication.” Red PR Public Relations The Importance of Visual Communication Comments. Redpr.com.au, 2013. Web. 13 Nov. 2013.
2. Moritz, Donna Moritz. The Shift to Visual Social Media – 6 Tips for Business [Infographic]. Digital image. Socially Sorted. Http://sociallysorted.com.au, 15 Dec. 2012. Web. 13 Nov. 2013.
Are you having are hard time trying to understand how to engage people on Social Media platforms effetively?
Could using a few simple tactics to engage be a game changer for you on Social Media?
Remembering how things used to be done could just be the easiest way for all of us to excel in this digital age, especially when it comes to connecting on Social Media Platforms…
Now, I certainly was not around at the time this photo was taken but I am old enough to understand how important it was to be social, embrace my community, share equally, have manners and respect for others and treat people the way I wanted to be treated. Before this digital revolution and global community took off, people understood that word of mouth was the most effective way of spreading the word about, well… everything.
If you were a local business owner, you took pride in delivering the best service or product you could because in your city, town, village or neighborhood, one bad experience from a single customer could spread like wildfire simply by word of mouth and in no time at all you could lose your customer base to the shop across town. A sense of pride in what you represented parlayed into accountability and more importantly a mutual respect between business owner and customer… who more times than not were very much connected on a personal level to the goings on of each others lives. This is the type of relationship we should all be striving for when we aim to connect and engage on Social Media. Embrace the opportunity to have a two way conversation with your customers. Listen to what they are telling you, as in this day and age, these people are your partners and you should treat them as such.
As an individual back then, business was done on a handshake and having “Face” meant something. You couldn’t hide and were taught not to… “Say what you mean and mean what you say“, actually made you think before you spoke or acted. Consider this as “self filtering” and take the time to truly think before you post because once you have posted something to your Social Media Networks it is there for all to see, so make it count. Being helpful, respectful and timely in your communications will demonstrate to your community that you are listening and that you do care. Engage with them sincerely on a personal level and leave the Marketing Messages for your Landing Pages… If your not solving a problem, graciously accepting or giving accolades or legitimately trying to understand your customer better… save it for your website.
Find your community on the Social Media Platforms that they have decided to be on. Listen to what is being said about you, your business, your product or service first. Then respectfully join the conversation by adding value. Answer or ask questions to initiate and direct the conversation. This is your community and they want to see leadership… not a Dictatorship. And if you just aren’t sure how to proceed take a lesson from Hemingway –
I really hope that everyone that has taken the time to read this post slows down just a bit and spends some time truly being Social on which ever Social Media platform they choose… and although I spend my days on just about every Social Media Platform (online), my favorite is my front porch, around 6pm, with cold one in hand, catching up with my neighbors and saying hello to anyone that stops to pat my dog… engage – community – social – sharing – it’s all there and I don’t even need an internet signal.
ps – I want to know what your favorite Social Media Platform is, so take a minute and drop it in the comment box…. Thanks!
Are you a Social Media Marketing Professional?
Are you up to date on Kred and Klout?
If you are looking for the hard and fast on these two relatively new Social Media Marketing Influence Measurement tools, then I suggest you take a minute and strap in for a this short but highly charged Podcast on Kred and Klout.
You will get an easy to understand, no nonsense review of what each of these two platforms due, how they deliver that information to you and whether or not either of them are worth your time exploring… Let me just say this, “I certainly had one opinion going into this and have come away with a completely different view… I wonder if you will too?”
Thanks for listening and don’t forget to comment, “Like” and share – because as one of my professors likes to say, “sharing is caring!”
Ya gotta love the big “B”
Levy, Scott. “Klout Vs. Kred: Which, If Any, Is Better For Your Business?” Forbes. Forbes Magazine, 04 Mar. 2013. Web. 07 Nov. 2013.
Hewko, Geoff. “Klout vs. Kred”. Img. Web. 3. Nov. 2013
27971_bcjordan_youareontheinternet. Web. 3. Nov. 2013
Shah, B. “Sharing is caring”. Web. 7 Nov. 2013
This is an exercise in learning how to properly describe to Youtube/Google – what your video is actually about.
As you know, Google does not see video and so it is important to show Google what it wants to see which is text. That is why you transcribe the dialogue from your video post and put it into the description. Google wants to be able to understand all spoken languages to the point where typing text into a search becomes unnecessary. We can already see this in action today with some of the services provided. For this post we were told to either “pay” to have our videos transcribed or manually retype our dialogue into our Blog posts… we were not instructed to put them into the description of our video posts for Youtube, which is really what you should be doing.
I found that if you go into Youtube’s “Caption” settings, you can pull a time stamped transcript right from Youtube. It then let’s you download it into a text editor (I used Notepad) so you can rework it into a somewhat legible form of what you had said in your video for the hearing impaired and Google to follow along with… still not sure why we were told to pay for a service to transcribe our videos for us. Anyway, below is an example of the transcript from the above video. As you read through it you will see that it is not perfect but it is close…. and more importantly, there is textual content for Google to index. Feel free to watch and read along in two separate windows if you like…
– “Hi and thanks for joining me today…
Today we’re going to be talking about Simms wading boots, were actually going to be
reviewing the g4 Rivershed with the Vibrams souls and this is not
going to be your typical fresh out of the box, new pair of boots
let’s take a look at them, review… because there’s lots of videos online
that you can take a look at and see exactly what these
boots are like new and this product review is my own personal consumer review on the
boots that I’ve now owned for two seasons… and in case you
were not aware of what the boots look like, than these are them, the Simms g4 Riversheds are a
pretty decent sturdy boot but then again, like I said these boots
are not new and hence the review.
These boots have probably been out about 30 times with
roughly five hours to six hours a day on them…
and so we’re looking at about 150 hours of use
give or take and I just want to let
everyone know what the durability, fit and feel and usability is like.
So let’s start with fit and feel. So I’m a size 11 and the boots are true to fit
and there is still a reasonable amount of toe room, so that you’ve got your
waders with your neoprene booties on, as well as a pair of liner socks on and
wading Sox to keep your feet warm….and so there seems to be a sufficient
amount of room anyway.
and as I said I’m an 11D, so it’s a pretty
average size foot and I would probably move up a half
size if I could but
they just weren’t available in half
sizes at the time I bought these boots…
and the toe box on these shoes
are quite good and stubbing your toe is farely normal and
these have come in handy more than once…
and so I’m pretty happy about that. Again the weight of the boot is
farely reasonable… I do walk and Wade as opposed to
fish from a boat, so I’m constantly on my
feet and do a fare bit of hiking into my favorite spots and so they make
a farely good hiking boot and
also a farely decent wading boot… lots of
support throughout the whole boot with good lateral support.
So if anyone has got weak ankles these are a tough boot
for getting you through you know a days worth
of wading and
so all in all I, think I’m pretty happy
with the boot, aside from the fact that
if you look at the separation I’m starting to see
throughout the boot…
it runs on both boots and all around the
boots. I have had them in to be resoled and
you know it’s certainly do-able as a
but one that would be in vain I’m
afraid to say… simply because
the material that Simms has chosen to
wrapped these boots in, is a rubberized
material that has
not only started to separate from the sole of the boot
but it’s actually cracked
straight through the boot as well… so much so, that you can
see that these are cracks that are actually not the separation of the soul…
that’s the boot itself that’s cracked.
And now that’s not something that can
It might be a warranty claim kind of
issue and Simms has a pretty solid warranty program, unfortunately I’m past my warranty
date and considering I’m in Canada and the
cost to mail them back down to
Bozeman, Montana to have them inspected and
possibly fixed or replaced is
pretty cost prohibative, so it’s just not something I’m
gonna be doing plus it gives me the
perfect excuse to run out and
try on the new Boa Rivershed lace-up systems which are the
ratchet laces as opposed to the laces that
you saw on these… So there you go
that’s my personal take on my
experience with the Rivershed… pretty solid boot, a little disappointed with the
materials that Simms choose to use to
build the boot out in, simply because a you
know the fact that you know that they’re
close to a three hundred dollar boot up here in Canada…
and I would have just like to have seen
a little more than two seasons worth to
use the boots before having to go out
and replace them
and if anyone is listening at Simms it seems
thats something to consider
before buildng out your next line of boots and
I hope I’m the only one that’s got that kind issue.
I hope everybody else that’s
got them enjoys them as much as I do and
thanks for tuning in.” –
I know it wasn’t a perfect transcription but it was close and as I said above “Google now has something to index” aside from the title, tags and basic description. Remember, Google loves content!
I hope you enjoyed my review and this brief post. If you have any questions or comments, please feel free to let me know below.