Social Media Marketing Plan Part 3: Maintaining Social Media Sites

Happy Wednesday my readers! Today’s topic is going to focus on the importance of maintaining social media sites during your social media marketing (SMM) plan, along with some helpful tips. Last post, I discussed three popular social media sites (LinkedIn, YouTube, and Instagram) and the importance of choosing the right sites to use during your SMM plan. Today’s helpful tips will focus on all social media sites.

To get started, I’m going to create five categories of tips. This will help you to better understand where to apply these tips. The five categories will be: useful information for overall social media use, targeting the public, pitching to the media, learning about competitors, and company employees.

1. General Tips in Maintaining Social Media Sites

• Valued Content
Your content should always add some value to the reader. How does it pertain to them? How useful is the information? The more valuable your content, the higher importance the public will place on it and the faster your post can spread online.
• Simplicity is Key
Try not to overwhelm the public with too much information at once. Each post should focus on one thought. If you want to share multiple topics, create multiple posts. If a post appears too “wordy” or has too much information, readers will continue to scroll past. Remember many people use social made as a way to relax and unwind from work.
• Do Not Spam
Don’t post repetitive content over and over again on your sites. This can scare away current and potential followers online. No one wants to feel harassed when they go online to check out their social media newsfeed.
• Accuracy
Just like in high school English class, spelling and grammar does matter. Don’t get lazy and forget to proofread every post before it’s published. You don’t want your company to be remembered for spelling “pubic relations” instead of “public relations”.

2. Tips for Targeting the Public

• Creativity and Engagement
Creatively appeal to your public through a variety of ways. You can appeal to your audience through humor with a funny picture or video. Be compelling; provide posts that focus in on a current popular trend. Anything that can grab your audience’s attention.
• Be Personal
Let the public get to know the company in a more personal way through company events, employees, and holidays. This will let your followers feel more involved and provide them with a face for the company. For instance, posting fun facts about employees once a week is a great way for your followers to get to know everyone involved in the business.
• Company Social Media Mentions
It’s important to monitor what is being said about the company. By keeping up to date when a company hashtag or username is mentioned can help to monitor public reactions. That way if a situation needs addressed it will be caught early. Also, if your company is being praised for great work it’ll be a positive reaffirmation for doing a good job!
• Real Time
Post content that is up to date and current, not something that happened two weeks ago. For instance, when the blue/black or white/gold dress photo was taking over social media that was a good time to get involved in a trend. However, waiting until its two weeks out of the news, isn’t. By then the hype is over and no one is interested with the multi colored dress.

3. Targeting Media Personal

• Forming a Connection
There are many journalists, bloggers, industry influencers who utilize social media and your site can be a great way to form connections. By reaching out and connecting online with some of these professionals can help your company grow. For instance, by following journalist’s accounts, you can learn more about stories they are interested in writing. Then you can effectively pitch your news story to them.
• No Information Overload
Don’t try to list every bit of information you can in a pitch. Instead give journalists the facts and go straight to the point. Journalists are very busy and don’t have time to read multiple paragraphs for a story pitch.

4. Learning to Beat the Competition
• Industry Competitors
Do your research and see what similar companies are posting online and how they are interacting with the public. This will be a great way to gain insight to earning followers. For instance, Lowes wants to improve their Pinterest page, so they review some fellow competitors (Home Depot, Ace Hardware, etc.). Lowes learns that the competition have a very active board for home improvements, but lack outdoor settings. This could be a great Pinterest board to add to the Lowes account and try to gain the followers the other two companies’ lack.
• Trending and News Alerts
Stay updated on the most recent news and trends. This will help you to keep the public informed and show your company can provide quick appropriate responses to current information. Google Alerts is one website you can subscribe to that will provide you with updated information.

5. Social Media and Company Employees

• Happy Employees Equals Positive PR
Employees are the face for the company. How they choose to act online through social media when work ends, you can’t control. Try maintaining employee happiness and help the company to treat them well. Then employees will send off positive energy about your company rather than negativity.

I know this post was longer than usual so I will quickly sum everything up. While maintaining social media sites it’s important to remember who you are targeting and to treat them well. They choose to follow your company in their free time. Use social media as a way to reach out to media personal. Lastly, remember competitors and employees have a big impact online, so always do your research and remember to treat everyone fairly.

I hope everyone enjoyed today’s post and provided you some helpful insight! Come back next week for the final blog in the SMM series that will focus on measuring your SMM impact! Until then have a great week!
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