Social is hard, but not with these Resources

Content Marketing, social media posts

The crowd has spoken and once again the most popular social media posts were about leadership and resources. From a look at some “Free SEO” resources to a well written and timely review of what your agency should be doing for you with your social media efforts. Without any further delay; here are the five top social media stories that you might have missed last week.

Leadership:

It’s a popular topic with those in leadership roles and those aspiring to be effective leaders. This topic posted in the HBR Blog is getting a lot of attention recently. After all, who really wants to be the “pain in the A$$” boss that employees just don’t like. However, being too nice can have a major impact on your organization as well. I always appreciated seniors that would fall into the “hard but fair” category, how about you?

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Resources:

Creating really effective visual content has never been easier (if you take a little bit of time to play and watch some very useful videos), but finding the right tool to help you with the smaller graphic tasks can be confusing with so many tools available. That’s why this post Social Media Examiner, like struck a cord with readers.

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Facebook, the platform that everyone loves to hate but can’t help but continue to pay attention to. With all of the changes and their impact on the newsfeed and your ability to connect with your communities, it can be hard and frustrating. Yet,  finding useful resources can make the journey friendlier and more effective. This week I saw a very useful post on the MarketingProfs blog.

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Search Engine Optimization is an ongoing and ever evolving requirement for any size business. It’s impossible to stay relevant with a “set it and forget it” mentality. I always encourage clients to do a SEO Audit at least annually, but the biggest concern is budget. If you feel you don’t have the cash, than it’s imperative that you exchange some time to gain more knowledge. These SEO resources that I came across on the Kissmetrics blog, may just be the ticket to resolve your concerns.

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Community Management:

Let’s not confuse things, participating in an effective social media strategy can be hard work, time consuming and a little bit daunting. What to talk about, where to post and when are the stuff that can keep you awake at night. It might be easier to abdicate your responsibility to that agency/marketing consulting firm that said they’d just do it for you. The issue with that is simply that these are your current and future customers that you are trying to build and develop a lasting relationship with. The firm may curate and post on your behalf, but are they qualified to converse with your customers with the same level of understanding, empathy and commitment that you are. In my experience, the best results have always come from a collaborative approach to social and community management. That’s why it was so refreshing to see this post from the Arcompany.

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I hope that you find the information compiled here of great value to you. If you have any questions, drop a note in the comment section or fire off an email, I’d be thrilled to hear from you.

Using Automation and Building Engagement

Automated Robot
Source: http://en.wikipedia.org/wiki/Robot

In our attempts to be more “social”, there seems to be an ongoing discussion / battle around automation and engagement. Is it okay to automate some, all or none of your social media activities? I’m aware of folks that have totally abdicated the responsibility of their social media efforts to either automation or a consultant/agency. Conversely, I’m aware of other folks that struggle mightily on a daily basis to create “original” content and manually post to all of their social platforms, in many instances becoming so overwhelmed they abandon their efforts. In both of these cases, the individual/team are operating without any real strategy as to why they are posting, to who, on which channel and when.

First, let’s examine what is meant by automation.

The dictionary (Random House) defines automation as: the technique or system of operating a mechanical process by highly automatic means, as by electronic devises, reducing human intervention to a minimum.

And therein lies a portion of the issue, in our efforts to reduce human intervention of repetitive tasks, some have approached social as a mechanical process (think, I must post five times a day or my boss will be all over me). The difficulty is that most relationship building endeavors, are anything but mechanical or routine. Each of our audiences are unique. Sure, we can categorize them into similar groups or buyer personas based on interests, needs or geographic location, but those are meant to be guidelines to determine what we need to communicate at the right time and place to solve a particular issue, not a sum total of any one person.

In her excellent post “How to use Social Media Automation to Enhance (not hurt) your Social Media Strategy“, Kristi Hines covers the good and the bad of social media automation. Like Ms. Hines, I agree that a preferable tactic is to vet the posts that you are going to schedule for the day/week or beyond (I personally only post out about a week ). As she notes; “By automating (to an extent) the content that you share, you will keep your profiles up to date while opening up more time to do more personalized interactions (read engagement)”. You only have so much time to invest in your efforts (thus why it may make sense to outsource your community management, but that’s an entirely different conversation) and it’s important to be spending it where you’ll get the best return (measuring your success, yep, another post), that I’m sure you’ll agree will be in chatting to your future and current brand advocates. By using automation effectively, you should have more time to engage with those in your community (future clients, clients, influencers, vendors and as importantly employees).

Our goal in automating certain tasks should be to allocate more time to making those meaningful connections that can lead to both tangible and intangible returns (part of the measurement chat). I believe that by fully automating your social; “so it looks like your active” and not engaging with those that connect with you is a drain on the little financial and time resources you commit to it. In his book “Social Media Explained“, Mark Schaefer outlines three key elements behind every successful social media interaction that he studied or was informed of;  “Targeted Connections + Meaningful Content + Authentic Helpfulness = Business Benefits”. As he clearly illustrates in the book, building relationships, nurturing those relationships and being helpful, leads to returns – tangible (a speaking engagement) or intangible (an introduction to a new connection that leads to other indirect opportunities).

As noted by Schaefer and fellow marketing authors and leaders Bryan Kramer and Ted Rubin, we’ve moved away from the traditional Business to Business (B2B), Business to Consumer (B2C) to a more personal relationship of one to one, or as Kramer notes Human to Human (H2H – title of his new book). By fully automating your social efforts; especially automated replies on Twitter (DM and tweet), you are demonstrating, or at the very least implying that you are not truly interested in engaging with those that engage with your content. Find the right balance for yourself and build meaningful relationships.

As Ted Rubin noted in a recent Instagram/Facebook post and quoting Maya Angelou:

 

Ted Rubin Instagram post
Ted Rubin Instagram post

 Resources:

“How to Use Social Media Automation to….” Kristi Hines post on iAquire blog, published June 5, 2014.

Ted Rubin Straight Talk – Blog

Rich Brooks interviews Ted about “Being Human in the Digital Age”

“Is Social Automation the future of Social” Matthew Sweezey post on ClickZ published June 26, 2014.

“Be Relevant or Die: The New Nature of Nurture”. Will Spendlove post on Marketo Blog published June 26, 2014.

 

Top stories: Resources, Leadership and Motivation

Helping Hand Service.jpg

From all indications, followers of our social channels were most interested about resources, leadership and motivation (specifically what motivates someone to make a buying decision). With the push to create and use more content in our marketing efforts, it is understandable that you where looking for quality information around tools and resources to help you connect more meaningfully with your audiences, while easing the workload through the effective use of tools.

This is the first in an ongoing weekly series that will summarize the stories that you felt had the most interest and/or are of the greatest use to you in your day to day activities. The series will focus on original content from Diverse (if warranted by reader selection) as well as curated content from our favorite and proven resources.

As a small business ourselves, we understand the challenges (specifically the time challenges) that you face. For our own efforts, we are constantly on the lookout for materials that make the work lighter and the information more meaningful for our audience. Our goal for this segment is to give you a spot to find useful information on a weekly basis that time may have not allowed you to find on your own. After all, we can all use a hand up!

Resources:

Three of the top five posts can be categorized as resource oriented; posts that look to provide useful information. Two of the posts where information based; one about the top marketing acronyms that we should all be aware of and the second about common grammar errors noted on a lot of digital content. The third is about tools that can help you with your content marketing efforts.

1. 60 Marketing Acronyms Every Industry Pro Should Know @HubSpot

A comprehensive list of marketing terms from A – Z. Worth having at hand, especially if your agency folks like to roll them out in meetings and documents.

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2. 6 Embarrassing Grammar Mistakes @TheWriteLife

The lesson of this post, “Even the most valuable content will be dismissed if it’s riddled with errors”.

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3. 5 Free Content Tools to Enhance your Social Media Marketing  @smexaminer

You’ve likely heard of Storify, but have you discovered Thinglink and Qzzr. They look like very interesting tools to add to your kit, providing you with unique ways to stimulate engagement.

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Motivation:

 

4. Why This And Not That   @bernadettejiwa

Bernadette is the author of “Difference” and a talented marketer. Her short and compelling posts always hit the mark. What motivates your buyers to make the decisions they do?

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Leadership:

 

5. Manage a Difficult Conversation with Emotional Intelligence @HarvardBiz

We’ve all had to have them, difficult conversations. You’ve taken the time to craft your arguments based on logic. However, it may not go as well as you’d hope. This excellent post from Susan David, provides great tips to help you communicate clearly and with empathy.

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