As a community manager working with multiple social channels, it is a challenge to try and create engaging dynamic content, share it, and track it. After establishing the branding voice (tone), I consider the content format and theme to determine what social media channel will be most receptive to the post.
Create a content calendar in Excel and organize the tabs for posts, tracking, and reporting. In the post tab, include columns for:
Creating a category column and adding a keyword to the theme will help identify the post content and aid in keeping messages fresh when you need ideas for future posts. At a quick glance you can see over time how many videos, images, events, and other post types were shared. Frequency to the social channels and what was posted will become more visible as well. By organizing the tracking and reporting tabs similarly, you will notice trends in the popularity of post categories, and the results of how it was re-shared, so you can adjust accordingly when generating new content.
Many social media channels accept dynamic content formats. Focusing on what format the content is posted in will help narrow down the audience, frequency, and what channel to share it with.
While maintaining involvement in multiple channels, a content calendar can provide a general guideline for post creation and help to maintain the branding voice. The size of your audience should also be considered when selecting a channel. If your presence on Facebook is larger than Twitter, then the main content stream should be shared with the largest audience first. Keep in mind, posting is a trial and error process and you will learn from experience. It is best to be diligent about tracking, monitoring and reporting on what posts are working the best for your audience to keep them engaged. This will only help you to improve how and what you are sharing over time and in turn grow your social presence.
Do you already have a unique way of organizing your content? Let us know!
YouTube activated a new channel design that drastically changes how the videos and information is being displayed. Utilizing a more marketable format for promoted videos and advertising, the design primarily changes the layout of the channel page by displaying information about the channel more prominently. YouTube channels will all eventually be updated to the new design by March, 2012. Listed are the advantages for using the new YouTube channel design.
If you have a smartphone or tablet then you are already using apps everyday to perform any number of tasks from online banking to reading the news. If you have a Facebook account, you are probably using apps there, too. Apps in Facebook are the marketing tool for engaging and growing the audience of your company page. There are numerous Facebook apps available. Below are just a few types of Facebook apps that you can develop or use to make your company page more robust.
Integrate non-Facebook social media channels – other social media channels can be added as “tabs” to your Facebook page. If you are posting to channels like YouTube and Twitter, you can combine that content on your company page via an app. Check out the apps that are available for YouTube and Twitter.
Contests – apps for any kind of contest or giveaway can be custom developed, purchased, or found for free. Consider using a fun app like the “fan of the week” app and reward the winner with a prize to keep fans coming back to your page.
Products – developers can create a shopping cart app that fans can access for exclusive deals or purchase directly from your online store without ever leaving your company page.
Contacts– gathering contact information can be as easy as adding a contact us form to your page. Consider a “Request a Quote”, or “Sign Up Today” as a call to action for the title of tab for your app.
Customized – creating a customized app that fans can add to their pages for anything from trivia to coupons will build brand awareness and target niche audiences. Potentially this can generate new visitors when existing fans share updates from the app.
There are so many variations of apps that you can use within Facebook. Many apps are free; making Facebook a one-stop environment with everything you can imagine doing online. These powerful social marketing tools will continue to become more important when enhancing your EdgeRank. With that in mind, what apps will you use to keep your audience engaged?