Welcome to the Social Media team; population, you!
Social Media has become vital to any marketing and communications strategy and with so many platforms available, creating social content and maintaining your social media presence is a full time job. In fact, it can often require a team of people. Many small and mid-sized businesses do not have the resources to staff a full social media team, so they tend to bestow social media onto one person, who likely must balance it with other marketing and PR tasks. Here are seven ways you can scale down your social media promotion for someone riding solo:
1. Auto-publish your blog posts to social media
To kick start social promotion and save time, Hubspot recommends turning on your “Auto-Publish” for your blog posts. This allows your blog posts to automatically post to your designated social media accounts so you do not have to duplicate your promotion. This tactic is available to you, literally at the click of a button.
2. Write various social posts for one piece of content
You don’t want your social media accounts to look repetitive, so writing a variety of copy for one content piece can allow you to promote the same piece numerous times. Duplicating the same information over and over again will bore your audience and may cause them to unfollow you.
Adrienne Smith, of Justworks, suggests writing four versions of copy per one piece of content, and this allows you to promote your work frequently but doesn’t require publishing more content. She suggests writing copy based on:
- The post’s headline
- A quote from the article
- A thoughtful question
- An attention-grabbing statistic from the post
3. Failing to plan is planning to fail.
This was the motto of my high-school teacher, but according to CoSchedule, using a social media editorial calendar can increase clicks by 3,150%, so I guess my teacher wasn’t all wrong! While it may seem tedious to actually create a calendar, it’s completely worthwhile, especially when you are a one-person team. There should be three layers to your social media editorial calendar:
- The Broad General Calendar: this focuses on broad topics you want to schedule content about for about the next 4-6 months
- The Content Calendar: this layer is much more detailed and contains the specific content you are going to promote (blog posts, whitepapers, news releases, webinars etc.)
- The Distribution Calendar: this layer of your editorial calendar focuses on sharing your content and is where you should assign specific dates for sharing certain content offers as well as what platforms you will share them on
4. Schedule in Bulk
There are so many helpful tools and applications available today to assist you with your social media management, such as Hootsuite, Tweetdeck and CoSchedule. Schedule your social promotion across the different platforms for at least two months in advance, although a HubSpot article recommends scheduling content through for the next six months!
Be sure do to a weekly or bi-weekly check of your schedule to ensure your posts are relevant and you can switch around or edit posts to coincide with upcoming events and occasions.
Another important note is to be aware of current events and be sure to turn off your scheduled posts if there is something topical or a world event trending, such as a natural disaster or breaking news update. Not only will your scheduled posts not be read, as people try to absorb the latest news, but your posts may actually appear to be insensitive and ignorant of the current issues and they may annoy people.
5. Re-share your best content
If a post was well-received by your fans, chances are there are others who would really love to read this content, but may have missed the promotion or don’t know it even exists. So why not re-share! When your best posts are peppered in with fresh content, there is no reason why you shouldn’t promote older, popular posts. Just be aware of the Law of Diminishing Results and don’t over-promote the same content all of the time.
6. Don’t try to be everywhere
Of course it’s important to have a social media presence, but don’t over extend yourself. According to Simply Measured, it is far more beneficial to focus on a select few platforms that your customers and potential customers are actually using than it is to try and post to every social media platform that you can think of. Consumers expect quality content and consistent promotion, which can be easily attained on fewer platforms. The last thing you want is a dormant social media account for users to stumble upon.
7. Use your company to help you promote your content
You may be a one-person social media team, but it is highly likely members across your organization, whether they are in HR or on the accounts team, engage with social media on a daily basis. Use them as advocates for your brand and encourage them to re-tweet, post to Facebook and share on LinkedIn. It may be worth implementing a few codes of practice when considering this tactic to ensure that the brand image and mentions of the brands are separate from the personal tweets or posts of your employee. For instance, it may be as simple as ensuring each employee states in their Twitter bio, that “these opinions are all my own and not that of my employer”.
Engaging these tips will help you to manage your social media more efficiently and effectively, allowing you to focus on other tasks and duties that your day-to-day job entails.
If you would like to find out more and get tips for how to successfully monitor your brand across the web, download CNW’s free guide today.
Are you a one-person social media team? What are you best tips for social media management? Tell us in the comments below, or tweet us @CNWGroup.