My consulting firm recently pitched our services to an organization that wanted to replace their current social media marketers. Unfortunately, the horror story they conveyed was one we hear often, so I decided to write a blog about the five things you should expect when you outsource your social media.
1) Always have access to your accounts
2) Have a designated person creating your content that understands your brand culture
3) All posts should be professional and positive
4) Less is not more when it comes to social media
5) Web analytics should be evaluated on a weekly/monthly basis
Always have access to your accounts.
One common dilemma we run into is organizations that have social media accounts set up for them by outside agencies they have hired or by interns they assigned to this particular task, but they fail to obtain the necessary login information. When hiring someone to take over your social media campaign, it is important to remember that the accounts they are creating belong to your organization. You should always have the username and passwords to all of your social media accounts. Facebook pages can be created without a specific login and are maintained by “managers,” so make sure at least one person in your organization is assigned to that role on that particular site.
Have a designated person creating your content who understands your brand culture.
What is posted on your social media profiles represents your brand to the world, so it is absolutely critical that you have confidence in the content that is being posted on your behalf. One option is to have a designated person at the agency you hire that is assigned to your account. It is important that you develop a relationship with this individual and that there are open lines of communication between you. We tell our clients, “You can’t email us too much.” We want them to know their input is not only welcomed but invited. Another option is to have posts pre-approved on a weekly basis. Any changes can be made by you beforehand, and you know exactly what is being posted.
All posts should be professional and positive.
Another motto at our consulting firm is, “Keep everything 72 and sunny.” Running a positive social media campaign goes a long way in establishing goodwill with your followers. Find the positive side to whatever message you want to convey and post that. Another factor to focus on is to make sure your posts are professional. Top-notch grammar is a must, as is keeping your post clean and formatted correctly. For instance, when you are posting a link a webpage, you load the link into the status bar and the webpage will appear below, just like this:
Once the webpage appears below the status box, remove the URL. Leaving the actual URL is redundant (because they can click on the webpage that has appeared) and looks cluttered. Once you remove the URL, you will be left with a post that looks like this:
Not only is look cleaner and more professional, the empty status box is the perfect place to add a personal synopsis of the details of the link.
Less is not more when it comes to social media
We have a strict policy to provide postings at least twice a day, seven days a week, 365 days a year. Our reasoning is simple. We want our client’s name to be in front of their target publics every day. The key to having success with this strategy is to vary the messages accordingly. For instance, weekend posts have a lighter message than weekday post. We cater to the publics “away from work” frame of mine, while still connecting with them. We also make a point to “share” any relevant post that appear from those we follow. Daily posts are an absolute must. At least two posts per day is highly recommended.
Web analytics should be evaluated on a regular basis
Finally, it is important to use web analytics to measure the activity and ROI of your social media campaign. Social media agencies should produce reports on a mutually agreed upon schedule that show you the measurement of engagement your campaign has produced with your followers. These reports can be used when tweaking a campaign, such as adjusting the time or content of posts. They can also be used as a tracking tool over the course of a campaign to track the success of the campaign on a weekly/monthly/annual basis.
Do you have other questions about what to expect from your social media campaign? Consider taking ASPE’s Social Media Boot Camp. It provides an in-depth look at everything you need to know to have a successful campaign.
About the author:
Shelli Dallacqua is the Founder and President of Shelten Media, LLC. She is a member of the NC State Alumni Association and is a keynote speaker on the topics of social media marketing and reputation management. Connect with Shelli via Twitter by following @ShelliDallacqua, on Facebook or LinkedIn.
More by this author:
- Think you don’t need a social media policy? Think again…
- How to Build an Effective Call-to-Action Campaign for Facebook
- Building Your Brand on Pinterest
- Why Retailers Should Join Pinterest
- Facebook versus LinkedIn for the Professional