By UCLA X425 Student Alejandra Mugica
Corianda Dimes (@Corianda), new media strategist at Bullfrog & Baum, provided our class with a great overview on how she masters social media in the day-to-day reality of her work representing food and hospitality clients.
Here’s her outline of the process:
Establish Objectives: Define the general objectives of the company, then “translate” them into clear objectives for the social media campaign. The next step is to develop strategies and benchmarks for what success will look like and how it will be measured.
Once these initial steps are complete, the real social media process starts with:
1. Monitoring: Find the people that the company wants to reach. There are two key steps: identification and listening. It’s important to take into account that audiences can be different by platform. Don’t forget to also monitor your competitor’s social media activity!
2. Engaging/Publishing: Start conversations with your target audience. It’s especially important to plan your messages carefully in advance, and consider when they should be delivered.
There are some very helpful tools to help you manage scheduling and posting to different platforms. Doing so frees you up from spending so much of your day in front of a computer executing and monitoring your campaign. But you need to be careful with pre-scheduled posts when there’s breaking news, especially a tragedy. During these times you need to review what you have scheduled to stop or re-adapt your messaging as appropriate.
3. Reporting: You need to perform both analytics (for which there are many tools – free and paid) and ‘outside-the-spreadsheet’ analytics (qualitative info, conflict resolution, etc.).
A small sampling of the great tools Corianda mentioned:
For monitoring and research: Knowem.com, Feedly, Pewinternet.org, Edelman’s Digital Social Reports, and finally, “that smart guy you know.”
For finding influencers and listening: Klout, Hootsuite, Tweetdeck, Buffer, bit.ly, Facebook Insights.
For engaging and publishing: Hootsuite, Facebook scheduling, Buffer.
For reporting: bit.ly (it provides analytics on the links you shorten), Hootsuite and Crowdbooster (this one is paid, but seems worth it!)
In summary, Corianda gave us a very clear process, great ideas and tools to help manage the social media process in a way that is efficient. Her slides can be seen @ http://bit.ly/1fP8L9B.