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So you’ve set up your social media empire using Twitter, Facebook, LinkedIn, and you’re blogging too. This article delivers five foolproof steps to get you on your way to finding, formulating and distributing content that will get you noticed. The first step in social media planning is largely the first step in identifying your brand—determine who you are and who your customers are.
You’ll need to determine what your readers want to know from you, what their likes and dislikes are and where they congregate.
Be sure you know the lingo and style that your clients are comfortable with and where they talk to each other—on Twitter, Facebook, LinkedIn, blogs or on social bookmarking sites.
Most newspaper editors today have to admit that what readers want is tomorrow’s news yesterday.
Research will be a big part of your social media planning, so make sure your sources are on the cutting edge of your topic. You’ll also want to provide analysis to help guide your readers’ absorption of the information you provide. Do the work for them by writing on point, underscoring the impacts and keeping the content valuable. Sit down now and write a list of burning questions the people you would like to have as fans and followers are asking. Who will regularly do the information-gathering, writing and distribution for your content?
One thing to keep in mind: whatever schedule you set for yourself or your staff will no doubt require more time than you think, especially in the beginning. According to the recent 2010 Social Media Marketing Industry Report, most business owners can maintain a very respectable social media presence in six hours a week, including research and production time. The greatest time-saver and strategic tool in your content-planning arsenal is an editorial calendar. Using an editorial calendar helps you bring clarity and purpose to your content—on a committed schedule.
You can also add keywords to your calendar, so you know which words you should be including in your content about a given theme. A great deal of the content we respond to, whether by creating our own posts about it or directing readers to what someone else has said, happens as breaking news.
Interviews make great content as well, and because they happen less frequently, you can target individuals for monthly, bimonthly or quarterly rotation. Twitter and Facebook both have applications that will push to the other when you post to one, so know if you have set that up.
Whatever Facebook RSS app you use to pull your blog posts to your profile or fan page may also be given permission to update automatically.
If given the proper permissions, HootSuite and TweetDeck (and others) can push content automatically, without you scheduling it, so they may also tweet a new blog post, for instance, when you’ve already done so using another app.
The single most important component to your editorial planning should be your ability to absorb new information and create valuable content from it. Geo-specific social media monitoring tools help businesses engage with customers who are close to their brick-and-mortar stores.
In this article I’ll share six location-based monitoring tools to use for local social media marketing. Geo-specific social media monitoring tools are different from the conventional keyword-based monitoring tools in many respects. If you do social media for a company with multiple locations, here are some excellent tools to explore.
Geofeedia allows you to search real-time social feeds by location to discover geolocation social media posts from anywhere worldwide.
Draw a custom perimeter or enter an address on Geofeedia’s digital map to see all local social content posted by users. If you’re looking for a cutting-edge social monitoring tool for geo-specificity, WeLink is an excellent option. This easy-to-use tool combines keyword-based monitoring with geo-specific listening to offer enterprise-grade location-based social monitoring solutions. Use WeLink across various verticals including event management, retail, malls, airlines, hospitality, sports teams and stadiums, schools, security and law enforcement, etc. Sysomos enables you to listen to what’s trending locally and understand what your customers are talking about. Sysomos will gather digital content from popular social media platforms like Facebook, Twitter, Google+ and LinkedIn, as well as posts on blogs and forums. MomentFeed is trusted by some of most popular and smartest companies in the world, including Pizza Hut, Burger King, Old Spaghetti Factory, AT&T, Disney, Coffee Bean and Starbucks. This platform captures content that forms your digital place identity at the national and international levels, as well as locally. MomentFeed lets you gather local social data (for example, it will roll your Facebook page reviews and ratings into its local voice dashboard) to create targeted marketing campaigns.
MomentFeed combines your local social data so you can create targeted marketing campaigns, and then measure performance at each point of sale. MomentFeed provides hands-on support to businesses to help them achieve their goals and objectives in the most cost-effective way. Venuelabs is one of the pioneers of the location-based social media monitoring industry, offering their tools and services since 2009. Venuelabs helps local businesses discover and measure their customers’ experience, so they can make improvements and cater to their needs. Venuelabs also has a self-serve platform called AboutLocal for small businesses to explore and analyze the in-store customer experience. Local Measure helps you improve your user experience and drive brand advocacy by letting you discover and analyze what your customers are talking about. Find social content such as photos, videos, reviews and ratings, published at your business location or locations.
Gain valuable insight such as current trends and user sentiment to understand the performance of your brand at a location level. Find valuable user-generated content, as well as gain insight on trends and user sentiment through Local Measure. Local Measure features include the ability to identify loyal customers and local influencers by their names and by their follower counts and visits. Social CRM is still about CRM (but evolved), meaning a back-end process and system for managing customer relationships and data in an efficient and process-centric way. Social CRM is one component of developing a social or collaborative business, both internally and externally.
You can see that CRM has traditionally consisted of one-way communication between a brand and the customer.
Traditional CRM was very much based around data and information that brands could collect on their customers, all of which would go into a CRM system that then allowed the company to better target various customers. In this diagram, you can see many of the same elements as in CRM; however, there are a few differences.
PR now has a very active role in social CRM (in fact, PR typically owns budgetary control and authority of social initiatives ahead of every other department). The next change we can see is that advocacy and experience are crucial components of social CRM, which all revolve around the customer. The chart above is pretty self-explanatory, but let’s back it up with a few statistics of how and why people consume and share information. This is just a small sampling of the available data on the web that shows how consumers are changing and evolving with the growth of social media.
The challenge for organizations now is adapting and evolving to meet the needs and demands of these new social customers.
One of the hallmarks of social media is content:  creating it, sharing it and engaging with it.
The best content in social media inspires, informs, educates or entertains (and if you’re really lucky, it does all four!).  But how do you create content that goes viral? The idea for this post came from Jay Baer’s excellent article on creating reusable social media content, which defined how companies can generate more value by repurposing existing content.
With the growing number of social media tools coming online each day, creating content is easier than ever. Similarly, it’s reasonably easy to get started with blogging.  The challenge is, even though content is easy to produce (and a lot of people are actively creating it), how do you create powerful content that actually gets attention?
The answer to this lies at the intersection of neuroscience, individual psychology and group dynamics. An example of the RAS at work would be in a crowded room where you can’t hear much of anything, but you suddenly turn to someone who has just used your name in conversation. The second concept related to neuroscience is the idea of assisting people to interact with your content in multiple ways. As we turn to human psychology, we can find a few ideas that are useful in terms of content creation. For example, when sharing content on social sites, include case studies and examples of how your concepts or ideas were applied successfully with good results. Another concept from human psychology comes from Swap (1977), who found that familiarity fosters likeability. A third concept from human psychology that we can apply is the idea that people want shortcuts to help them make good decisions. While people do appreciate resource lists, and you should use these in your marketing, it’s also important to include some suggestions and ideas for how people can benefit from these resource lists. Turning now to group dynamics, let’s talk a bit about social decision-making and the value of social proof. A study completed in 2008 by Jupiter Research found that 50% of people consulted a blog before making a purchase. As a content creator, it’s important to seek out comments and feedback from your audience, because not only do you connect with them more deeply, but you also start building your group of true supporters. So your content is powerful when it moves people to take action for personally positive results.
When you use these principles in your social media marketing, you’ll be benefiting from the convergence of neuroscience, human psychology and group dynamics, which will call attention to your content.
In this article I’ll show you 5 simple ways to tweak your social media updates for better sales conversion. Your customers and fans visit your social media pages for a variety of reasons, but generally speaking, they want to do something or learn something. Some people are looking for information about your company, some are looking for details about products and services, some want access to special deals and coupons, some want to see if you have any contests or promotions running and some may be looking for expert tips and how-to tricks. Once you know why your audience wants to interact with you on social media, be sure to give them the types of information they’re looking for. This idea is similar to the previous one, but you want to make sure that your fans know the deals you’re offering are for fans of a particular network only. To grow your following on a variety of networks and inspire loyalty, offer deals that are exclusive to each network. If your update is about a Facebook contest, you can even let your followers know that if they share the news about your contest, they’ll get an extra chance (or chances) to win.
National Builder Supply gives fans a chance to win a new chandelier by repinning their contest image on Pinterest. When you ask your audience to interact with your content, they’re more likely to do it.

For example, earlier this year Facebook relaxed its rules about using calls to action on cover photos, but many companies haven’t yet updated their pages to make the most of this space. In this image, Trunk Club tells you everything about what they do right on their Pinterest page. The men's personal shopping service Trunk Club has a fantastic Pinterest profile that tells you everything you need to know about what the company does. Never forget to give your social media audience the information they need about your business. These are just a few opportunities for you to connect with potential leads for your business. In this article I’ll share what you need to know about maximizing engagement on Facebook and Twitter. From a user’s perspective, photos are also the most engaging type of content on Facebook, with a whopping 87% interaction rate from fans!
Posting photos on Facebook is the best way to get more attention from your fans because images are easier to consume than text. If you haven’t done so already, start to increase the number of high-quality images that you post on your Facebook page.
One last thing, it may be worth your while to hire a designer or a visual content creator as part of your social media team. Tag people in a photo – Tagging other users makes conversation easy and sharing more likely.
Comments and shares are beginning to overtake likes on Facebook, showing that brands are getting better at engaging with fans. According to the Social Intelligence Report Q1 2014 by Adobe Digital Index, Facebook comments are up 16% compared to the same time last year, and up 40% compared to the same time last quarter. Since comments from fans require more time and effort than simply clicking Like, this trend shows that marketers are becoming rather savvy about fan engagement. Since Facebook introduced its new comments feature in March 2013, you and your fans are able to reply directly to specific comments on your page. Be sure to reply to ALL comments from your fans, and to like every comment from every user in two ways – as yourself, and as the page. More research published in the Social Intelligence Report indicates that brands are targeting Facebook users on Fridays because that’s the day with the highest engagement rates. If you’ve become skeptical about all of the studies and statistics that claim to have found the best day or time to post on Facebook, take heart. So no matter what your business is, consider scheduling Facebook posts to publish throughout Friday and Saturday. Staying on top of social activities can be challenging, but there are tools that can save you time and make your job a little easier. Social Media Image Maker makes it easy to resize your images for fifteen different social platforms. Using Social Media Image Maker helps make the process of resizing and retouching your images much less labor-intensive.
To make sure your social marketing efforts are paying off, you need to measure their impact and track ROI. Cyfe tells you about the likes, views and clicks received by your Facebook content and provides in-depth Twitter and LinkedIn analytics.
This is why one of your key social objectives should be connecting and engaging with brand influencers. Brandwatch uses social media monitoring to find influencers who are creating and participating in conversations in your niche. This data helps you identify the conversations that matter, as well as the people behind those conversations.
BuzzSumo enables you to search for the most popular content by topic, discover content ideas and search for key niche influencers. BuzzSumo helps you zero in on the influencers who are best positioned to give your brand a nudge with their own audiences.
If videos aren’t part of your content marketing campaign, you are missing out on an important lead generation opportunity. TubeMogul enables you to upload your video to dozens of video sites at once, simplifying and optimizing the process. It also gives you an overview of analytics for each site, enabling you to track the performance of your video across each platform. One big challenge for marketers is managing the time they spend scheduling and sending content to various social profiles. By using Buffer, you can focus on creating content, and the app will take care of spreading it across social media. The new layout makes it easier for people to find, follow and engage with your Company Page.
Here are the new design updates and features that you can take advantage of on your Company Page. This is very similar to the Facebook Cover Image that you are able to utilize on your Facebook Business Page, although the image size is different. Without collecting followers, any updates you post to the Page most likely will not be seen. LinkedIn has stated that you only need 100-200 followers for your Company Page to reach the tipping point to start making an impact and driving engagement. In the Specialties section of your company description, you will want to use relevant keywords for your company so you’ll be found in LinkedIn searches.
Rather than burying information about your company’s products and services or careers, there are now sidebar spaces on the Home tab that feature these sections of your LinkedIn Company Page. For the Products and Services section in the sidebar, the first product that you’ve created in the Products and Services section of the Company Page will be featured here. Rather, you could showcase free downloads or special reports, a free assessment or even a conference or event on your Products and Services tab. The goal is to get your Company Page visitors interested in learning more about how you can help them accomplish their goals! There’s one major update on the Products tab of your Company Page.  Product recommendations are more prominently featured in the sidebar! Consider running a campaign and reach out to existing clients, customers, partners and vendors and ask them to provide a recommendation. You might also ask their permission to showcase these same recommendations on your website or blog. The updates you share to your LinkedIn Company Page are now going to be front and center on the main Home tab.
Given that updates are going to be highly visible, you will want to make your updates valuable, relevant and interesting! Keep in mind that you can delete the URL that you pasted into the update after LinkedIn pulls it in. Don’t forget to customize the text in your update and ask a question or ask for feedback to drive engagement! To achieve the best opportunity for engagement, I recommend that you post your company status updates manually rather than by relying on third-party applications. Another new aspect of sharing updates to your Page is the ability to feature an update and move it to the top of your Home page.
Consider featuring posts at the top of your Home page that have received good engagement from your Company Page followers.
Last but certainly not least, LinkedIn has added Company Page visibility to its mobile applications and to the iPad specifically. Clearly LinkedIn is focused on providing companies, brands and small businesses an opportunity to tell their stories and engage with customers and advocates through Company Pages. Take full advantage of the ability to extend your brand and achieve greater visibility, as well as add value to your industry and marketplace. Social Media Examiner: Social media marketing how to, research, case studies, news and more! To help you stay up to date with social media, here are some of the news items that caught our attention. To discover how to create great social media visuals when you’re not a designer, I interview Donna Moritz. The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner.
You’ll discover what to consider before you design images for social media and learn about new tools to help you. Listen as Donna Moritz shares what marketers need to know about social media visuals and how to create visuals without a designer.
Share your feedback, read the show notes and get the links mentioned in this episode below. Incorporating a few changes into your social media marketing can help simplify processes, improve efficiency, and free up your time.
In this article you’ll discover eight tips to help busy social media marketers be more productive. You want to reach potential clients and establish your authority online, but what’s your plan? Content could include your own blog posts or links to others people’s work posted on your social networks. The “social” in social media requires a conversational approach, but you still need to speak your clients’ language.
How would you classify them in terms of education, hobbies, tech-savviness and time spent engaging in social networking? Most readers today—of any format—don’t feel they have the time to connect all the dots, so tell them why the information you’re sharing is relevant to them. You’ll be rewarded with clients, followers and fans who trust your information and know you won’t waste their time. Getting started with social media content has a learning curve, so be prepared for the extra time needed to get comfortable with the process. If you have some themes that you would like to explore in intricate ways, mind-mapping helps you flesh out the many angles around any given idea. One option is this Google docs-based social media calendar to lay out your content by date and topic. Google AdWords and Wordtracker both offer free tools to help you find the most valuable keywords for your subject. When you type your post into the left-top field, you can use the calendar button to choose your release date. Automating posts, when done carefully, is an effective way of pushing content when you can’t be there to do it yourself. Consider going manual until you understand exactly which permissions you have opted into for each platform. For one thing, these tools offer a clear picture of what’s happening at a particular location, which helps you reach out to local audiences. You also have the ability to monitor multiple locations to archive, curate and share your content.
Then leverage those trends by including the right keywords and hashtags into your social conversations.
The pricing depends on the features you require, as well as the number of locations you want to monitor.

It lets you engage your potential customers with targeted ads and instant offers on their preferred social media channels. The result is a hybrid solution, which uses cellular data mining and WiFi to help you discover and collect all social chatter within your selected area. Use this location-based tool to discover and dig into social content posted by local influencers.
This makes Sysomos particularly beneficial if you’re targeting customers within a specific age group or gender, for instance.
For one thing, it collects both real-time and previously posted content on any topic across social networks. These international brands use MomentFeed to connect with local customers in a meaningful way.
Plus, its analytics offer competitive intelligence so you can measure your performance and ROI at each point of sale.
Venuelabs also improves local search and discovery of a brand by targeting and curating local content and promotions. Local Measure will also display the top user-generated content on your apps, websites and other social and digital screens to help you understand the experience of your real visitors. The strategy is based around customer engagement and interactions, with transactions being a byproduct. The key is being able to understand the business challenge you’re looking to solve, and then solving it.
In most organizations, PR departments manage the social presence of brands and handle the customer engagement.
What’s shocking from some of the above stats is that many organizations still do not understand the CRM value of social media. Get our latest articles delivered to your email inbox and get the FREE Social Media Marketing Industry Report (53 pages, 80+ charts)! You can grab a bunch of pictures from your camera and create an Animoto slideshow in just a few steps. As our names are one thing we are clearly interested and invested in, we naturally focus more fully when someone mentions us. Adult learning theory says that adults are much more interested in content that addresses a specific problem they are having right now. First, remember that people tend to respond more strongly to stories and to find meaning in narrative. The findings of this study suggest that the more exposure we have to someone, the more we are predisposed to like them, especially when we feel they are giving us value or rewards. As Barry Schwartz points out in his book, The Paradox of Choice, we all want lots of options—but, paradoxically, the more options we have, the less able we are to decide.
Social decision-making is a term used to describe the idea that we are looking for ways to make good decisions without extraordinary effort. This means that we are basing our purchasing decisions on the wisdom of the group and can be influenced by people we have never met and hardly know.
These true supporters will look to you for guidance, information and assistance in making crucial decisions.
Social proof is activated when others start talking about you, and sharing positive experiences with you.
Periodically offering special deals is a great tactic for a business that wants to keep its fans coming back again and again. Ideally you’re offering such a great deal that your fans and followers will want to share it anyway, but a little nudge is okay. But together with a strategic plan, they can help convert the quality leads your business is looking for.
According to March 2014 research published on eMarketer, photos accounted for 75% of content posted by Facebook pages worldwide.
Research by Media Blog, which analyzed the content of over 2 million tweets sent by thousands of users over the course of a month, shows that adding a photo URL to your tweet can boost retweets by an impressive 35%. You can tag up to 10 people (tagging doesn’t affect the 140-character count on a tweet). The report also shows that likes have actually gone down from 82% (Q1, 2013) to 78% (Q1, 2014).
Fans must be finding content posted by pages interesting enough to invest time and thought into their interactions. However, because each social platform has its own preferred dimensions, resizing your images to meet the sizing guidelines for different social networks can be time-consuming.
These tasks are much easier to do with a tool like Cyfe, the ultimate social media dashboard for managing campaigns. It also offers a truckload of data that helps you evaluate the performance of your social campaign.
These are people who often have hundreds of thousands of followers, and building meaningful relationships with them provides more exposure for your brand. You can then start engaging with key influencers in your niche who can provide real value to your business.
You can search for influencers based on their topical expertise, number of followers, location, follower interaction and authority. To take advantage, you need to create videos and upload them not only to YouTube, but also to plenty of other video sites. You know which sites are attracting the most viewers and whether your video has been optimized to attract your target audience. All you need to do is create a content lineup and use Buffer to choose which social profile you want that content to be sent to and when. What’s more, Buffer offers intuitive analytics that tell you which posts have performed best.
Whether you’re managing profiles, evaluating the effectiveness of social activities or creating share-worthy content, social tasks eat up a lot of your valuable time. Showcasing unique content in this tab will drive engagement and potentially encourage recommendations for your business. Any visitor to this area of your Page can see who in their network is endorsing your products or services. This is very similar to the way you can highlight or pin a featured post on your Facebook Business Page. In other words, you can decide which groups of followers you would like to target with each specific Company Page update.
After 24 hours, LinkedIn will show you impressions and engagement for each of your Company Page updates. However, just by building out your Company Page, you can become visible and valuable to employees, clients, customers, partners, vendors and prospects anywhere and everywhere! In our 7th annual social media study (52 pages, 80+ charts) of 3700+ marketers, you'll discover which social networks marketers most plan on using more (hint: it’s not what you think), how much time they spend on social media and much more! It’s designed to help busy marketers and business owners discover what works with social media marketing. Donna is a visual marketing expert, and her blog Socially Sorted was recognized as one of Social Media Examiner’s Top 10 Social Media Blogs in 2015 and 2016. Your clients have specific issues that need solving, whether they’re about your product or service or their own business struggles that you can help untangle. For now, the most pressing questions that are top of mind should form the initial core of the topics for your editorial plan. It can also help you plan how you would like the components of your social media plan to interact. Share clips from the interviews you conduct or vlog your how-to article on a given week, rather than writing it.
Plus, they allow you to connect better with your community by engaging with local social media influencers and leveraging local hashtags. While the tool searches by location first, you also have the ability to filter your search by keywords, date, time, users and more, across various social media channels including Facebook, Instagram, Twitter, Flickr and YouTube. Discover which topics, trends and brands particularly interest your target audience, and then create marketing campaigns based around these areas. Plus, you have the ability to capture the conversations most relevant to your brand, which allows you to see what users are saying about you and your products. Retail businesses, restaurants and hospitality industries including Original Joe’s, Sunburst Hospitality, American Golf and Albertsons have been using Venuelabs to understand and grow their local customer communities. Instead of marketing or pushing messages to customers, brands now talk to and collaborate with customers to solve business problems, empower customers to shape their own experiences and build customer relationships, which will hopefully turn into customer advocates. You can also upload these pictures to Facebook and Twitter using sites like Twitpic or Tweetphoto. If you want your social media content to stand out, don’t be afraid to get specific and target your audience very tightly. Your content will get more attention if you offer people multiple formats by which they can consume it.
To the extent that your content is logically presented, sequential, easy to follow and includes emotional elements, your audience will pay more attention.
For your content, this means you should syndicate your content widely and be out in front of your target audience every chance you get.
This naturally builds your credibility and visibility, and makes it more likely that people will pay attention to you and your content. Not only must you share high-quality photos, you must also share photos that interest your target audience.
By the way, the same research shows that videos receive the highest engagement rates on Fridays, too. Sustained and meaningful influencer engagement can drive traffic to your site and lead to more sales. In some cases, these updates can perform better than running paid advertising on the network! Before you can determine volume and frequency, you’ll want to figure out what your business can reasonably deliver. If you can’t maintain the quality level of your content at the rate you’re trying for, reduce the frequency until you can.
Use responses and questions you get to one area of content to begin planning your approach to deepen understanding on a given topic or to explore another. By adding captions and explanations, you help those in your network share the experience with you.
Most commonly, the RAS is associated with the concept of selective attention, which means that we naturally orient to information or ideas that we are invested in.
The more relevant your content is to a specific group of people, the greater attention it will receive. And, as your status grows, people are naturally more willing to listen to what you say and act on your suggestions. When you do this effectively, clients are more likely to trust, and act on, your recommendations. When your potential clients are ready to make a buying decision, you want them to think of you as the best solution.

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