A lack of organization can really impact the success of your social media marketing efforts. Although the need for organization and password centralization have been written about several times by our staff, it really bears repeating that disorganized social media marketing can turn simple, daily tasks of updating Twitter or Facebook, into all-out nightmares. Following are some points to keep in mind to better organize your corporate social media marketing efforts:
- Account Setups: One of the biggest mistakes businesses make for their social media marketing account setups is having staff use personal accounts or logins tied to personal email addresses to set up corporate profiles. Create a centralized, corporate email address or login credentials and use it when possible. In addition, be careful, channel by channel, to create business accounts and not personal accounts when setting up new profiles.
- Password Management: Avoid losing passwords by ensuring they are saved in a secure, but accessible manner. Be sure to change passwords if those responsible for social media marketing efforts leave the company at any point in time. In addition, if you utilize third-party apps, such as HootSuite, to update your social media channels, be sure you update any saved passwords if you change your channel passwords.
- Scheduling: Maintain a schedule to ensure that you are both: posting to channels regularly and often, and posting content that relates to your marketing calendar and pre-planned subject matter. For example, if you have a promotion running for back to school, plan in advance the kinds of content you want to publish for it and be sure they are posted in a timely manner. Lacking a schedule can mean missed opportunities for spreading your message to your social media followers.
- Centralized Management: To avoid lapses in brand messaging, unnecessary repetition between channels, or “forgetfulness” when it comes to what’s posted or promoted where, create a centralized team (which can be comprised of one or several people) responsible for the business’s social media marketing, who meet and communicate on a regular basis. Limit the number of people posting to channels and centralize it to one person who multiple writers (if you’re lucky enough to have several) are funneling content to. This can be especially helpful for cohesiveness with blogs.
- Repurpose with Purpose: Use content in multiple places judiciously. Every channel – blog, Facebook, Twitter, etc. – doesn’t have to have unique posts every time since most followers won’t be engaging with you in each place. By the same token, however, if each channel is a cookie-cutter reiteration of the other, your users will become bored and frustrated pretty quickly. Balance unique content – directed to your unique user base in each channel – with repurposed content, for an even distribution of information and well-juggled time management.
Not surprisingly the key to quality social media marketing is communication – internally and externally within your channel content. Be organized, know what you have set up and how to access it, protect your logins, centralize your posting, review your management strategy over time to ensure that it’s addressing your channel needs and, ultimately, maintain a consistent brand voice and tone.