Wait a second. You can win social media?!
Yes, you can. Winning social media means you’re being effective and seeing results with the tactics you use in your social media marketing. But effective tactics like crafting relevant content to publish (or finding it) and engaging with your followers can cost you something very important: Your time.That’s why we created a daily social media game plan for you. It’s a checklist you can use every day, and it is designed to make sure you’re hitting what you absolutely need to address to have social media be an effective part of your overall marketing strategy.
If you’ve got just 20 minutes a day to spend on social media, we have a strategy for you. Sometimes, social media is just one of the many hats a marketer wears. If you’re able to spend more than 20 minutes, fantastic - you can still use the checklist to make sure you’re doing the necessary activities to be effective on social media.
You can find the following checklist in Social Inbox under “Daily Checklist.” You can send the checklist to the person at your company who handles your social media marketing or use it for yourself.
We also created a really handy Chrome extension for your daily social media activities. Every time you open a new tab, the checklist will appear. You can manually check off your to-dos, or if you're a HubSpot customer, the checklist will recognize what you've done that day in Social Inbox and check it off for you. You can get it here, and this is what it looks like:
Your daily social media game plan
There are four steps to winning social media in 20 minutes a day. Here they are:
1. Spend at least 3 minutes reviewing what’s working
The first thing you should do every day when you sit down at your computer is check to see how your content is performing. Your fans and followers will tell you what content they liked by the likes, comments, +1s, favorites or retweets of the content you share.
If you want to drive more people to your website, look at your messages with the most clicks, retweets, and shares. If you are just starting out and haven't published anything yet, you can inspect your followers' bios to see what types of messages they're favoriting or sharing.
You can even re-share content that's getting a lot of interaction by switching up the copy so it doesn't feel spammy. When you're ready to take things up a notch, consider creating your own social sharing strategy.
How to do this in Social Inbox:
See what’s resonating with your audience by checking out your published dashboard. You can sort your published messages by the numbers of clicks to see what was most popular.
Once you find those popular messages, you can dig into them to get further detail on who is interacting with your content. Since Social Inbox is tied directly to your contacts database in HubSpot, you’ll be able to see if any contacts in your database have interacted with your message and their lifecycle stage.
Content that resonates well with your customers is a good sign - it means you’re creating and publishing exactly the kind of content your target audience is looking for. When reviewing this, keep the topics and types of content (ebook, whitepaper) in mind for future postings.
2. Spend at least 5 minutes scheduling content
Our suggestion is that you publish at least three messages a day across your social networks, and that should be a mix of your content and others’. Remember the cocktail party rule: At parties you want to talk more about others than yourself. Same goes for social media. Publish others’ content more than your own and you’ll be seen as an influencer, thought leader and generally knowledgeable about topics in your industry.
But when you’re sharing your own content, here's a few ideas for keeping your content fresh and diverse:
Show off a new product or service
Give a behind-the-scenes tour of your business
Provide positive customer reviews or testimonials
Add your opinion when sharing industry related news
Share your company's culture. Bonus points for cute company pets
Include an image with your messages whenever possible
How to do this in Social Inbox:
From anywhere in Social Inbox you can choose to schedule and publish messages by clicking on the “Compose a message” button, or bulk upload messages for Twitter with the upload button next to Compose:
Once you’re in the Compose window, it takes 25 seconds to compose a message. It’s true! In 25 seconds, I opened up the Compose window and copied and pasted a URL into the window that I wanted to share. Social Inbox turned that URL into a title (it took the title of the page from the URL) and it also pulled in the author’s name, which it'll do if there is one. It also scrapes the URL for any images to attach to your message, since including an image in your post is marketing best practice. (If I wanted to, I could edit the image, like change the dimensions or add a frame, with HubSpot's Image Editor.) Finally, I chose my time to publish and added a campaign to my message. Boom - scheduled. See it all happen below:
You can do all three messages a day across different networks in 45 seconds. These 45 seconds include new copy for each message, choosing an image and attaching a campaign to your message. Watch it unfold:
One of the best parts about publishing through Social Inbox is that you don't have to be in the HubSpot software to do so. You can use our broswer bookmarklet or Chrome extension to publish content from anywhere on the web, or use one of our mobile apps if you're out and about. That way, you can publish content on the fly but still reap the benefits of the analytics in Social Inbox.
3. Spend at least 7 minutes responding to others
People expect a response when they interact with you or your messages. Keep your audience engaged by replying to or favoriting mentions and comments, following back genuine new followers, and thanking those who share your content.
The more timely your response the happier your audience will be, especially if someone is having a problem or is complaining. Social media moves fast! That’s why addressing these folks daily is a must. If you have a lot of interactions to address, prioritize them by customers and prospects first.
How to do this in Social Inbox:
Back in May we launched Inbox, a new feature of Social Inbox that features a running stream of the engagement with the social accounts you have connected in HubSpot, including Twitter, LinkedIn, Facebook and Google+ Pages. It elevates the content you publish through HubSpot that is resonating best and the people who are most engaged with your shares. And if they're a contact in your database, we'll let you know with a lifecycle stage label so you can easily prioritize your time.
Now, you can scan your Inbox for interactions on published content like retweets, favorites, +1s and likes. Inbox also shows any stream matches from your Social Monitoring streams (that’s next on our list!) and any new followers on your Twitter accounts. It also keeps track of any conversations happening between you and your audience on any connected Twitter, Facebook, LinkedIn or Google+ accounts.
While you’ll address your audience in Social Inbox, you can get notifications of what’s new in your Inbox into that other inbox you have - you know, your email inbox. You can click on the "Notifications" button at the top of Inbox to set this up:
You’ll have some options to choose from on when you’ll want to receive notifications in your email inbox:
I get mine daily at 8am so I know how much time I’ll need to spend interacting with my audience even before I sit down with my laptop. But, here’s an example of the weekly report:
How awesome are those stats? I can see how my week compared to the week before, and if my activity and engagement levels are going up or down. I can click on “View” to see that notification right in Social Inbox, or I can scan my email and make mental notes on what to address when I get into work.
4. Spend at least 5 minutes listening
Listening is one of the toughest things to do on social media, but also one of the most necessary. Learning how to effectively listen on social media can help you easily find new customers, create content you know your audience will love (because they’re telling you) and generally be more effective on social media.
When listening on social media, here are a few things to look for:
Mentions of your company's name, blog, and web domain
Mentions your competitors along with keywords like "bad", "hate", and other negative phrases so you can swoop in and save the day
All customer tweets
A list of thoughts leaders in your space for you to retweet
How to do this in Social Inbox:
In Social Inbox, we listen for mentions about our industry, company and our competitors by creating streams that monitor Twitter. You can create streams in Social Monitoring to keep on top of the social activity of search terms, URLs, or a Twitter list or any contact list you have in HubSpot. Here’s what it looks like when you’re viewing a singular stream of mentions of a hashtag, although you can quickly switch between streams in the tabs above:
Do you see the color-coding on the left? Because Social Inbox is tied to your contacts database, we can tell who in any given stream is a contact in your database, a lead or a customer. This way, you can quickly scroll through your streams and know exactly who to prioritize and how to address them. Now, when you only have a few minutes to spare each day engaging, you’ll know who to start with.
Customers have a green label, and you should always check them out first. If they’re having an issue, you’ll want to solve that right away. It’s also important to note what they’re saying in the context of the stream you’ve created so you can follow up with them properly. Checking out the content your customers share is a great way to keep those blog topics flowing for your own marketing.
Leads have an orange label, and you should address them next. Do they have any questions? Can you help them out by providing any information to them? You should plan on having a few links handy, like a recent offer that did well, or a resource you know customers love so you can pass it along.
Sometimes, a person’s name or Twitter handle will be in our system, but HubSpot doesn’t necessarily have all the details to make a contact match. Any tweet with a gray label is a possible contact in your database, and you can click on “Possible contact match found” to see if you can update their record and lifecycle stage in HubSpot.
To help you listen more effectively, every HubSpot customer has two suggested streams that are pre-populated in your HubSpot account: One of the tabs is “About me”, and the other is “Competitors”.
Some criteria and information in the stream will be filled in, but it’s up to you to click into it and actually create the stream so it starts monitoring. Go into Social Monitoring now to check them out and create them in your own account!
And there you have it.
That’s how you can win social media in 20 minutes a day. If you have more than 20 minutes - great! You can still follow these suggested activities to make sure your social media is as effective as possible. Here is your daily social media game plan, available in both a checklist and Chrome extension:
Originally published Oct 14, 2014 10:00:00 AM, updated February 01 2017