How to act in a crisis? Grow even faster and save time

    (m) Everyone can teach others. But it only makes sense to learn to learn from practitioners: since they survived, it means that their advice is worth listening to.

    We decided to translate for readers useful material in the current crisis period about saving your invaluable resource - time - when working with a resource that is mandatory for the past, social media.

    If you are already using the tools or approaches given in the article or approaches that may be useful to other people, write in the comments: to survive together is not only more fun, but also more effective, and you will be counted not only in karma on this site.

    PS After the article, a concrete (real) case from life is given. We also learn from your examples.

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    Work with social media correctly - automate 5 important processes The

    life of the owner and employee of a small business or agency is, without a doubt, always very full: many tasks like customer service, financial management, marketing, internal corporate relations overwhelm the to-do list.

    Yes, today the market is filled with various tools for outsourcing many processes. But I know what you thought - you can’t rely on the fact that other people do your job correctly. “If you want the work to be done right, do it yourself . But at what cost - at the cost of your health and speed of business development?

    If you want to work effectively with social media, then you should think about outsourcing, or automate processes to work effectively with social media in order to reduce the daily load.

    Ask yourself the following four questions:

    1. How much of my time is spent weekly working with social media?
    2. Can I justify such time spent on social media by my hourly rate?
    3. What will be the business benefits of outsourcing or minimizing time costs?
    4. What parts of the business will benefit the most from outsourcing social media?


    5 tasks for working with social media that you no longer have to do on your own

    Do you prefer to outsource 100% of tasks for working with social media or retain full control, but there are many tools that need to be used to automate some tasks to free up precious time.

    1 - Content creation

    When asked about how much content you should create weekly to maintain the interest of social media users, there is no universal answer, but there is a lot of data confirming the importance of targeted content when working with an audience. According to HubSpot, blogging companies attract 67% more potential customers each month than non-blogging companies. Moreover, the constant flow of content distributed on social media reduces the cost of attracting potential customers by 80%.

    Colleagues from Curata compiled a huge list of content generation services.

    Benefits of outsourcing the content generation process:
    • Cost savings.
    • Time saving.
    • Profit from the experience of others in your field.
    • Access to advanced technology and standards.
    • Constant presence in social networks.

    Conclusions: Based on research data, the right content attracts 67% more potential customers and reduces the cost of attracting at least 80%. Outsource or automate the content generation process.

    2 - Content Administration (Content Curation)

    A long pause and lack of updates is one of the main reasons for the outflow of users. As mentioned above: an important element of social media presence is a constant stream of content. In social media, Content = Money .

    You can breathe a sigh of relief, since you do not need to write all the content yourself. Partial inclusion in the overall stream of content created by someone else is an effective media strategy called Content Curation.

    “Smart” content administration (thematic filtering, sorting, manual or automatic clustering, etc.) allows you to present it in an organized form from an immense amount of information on the Internet, united by a common theme.

    The benefits of content administration are obvious:
    1. Increases confidence.
    2. Increases customer loyalty.
    3. Improves brand reputation.
    4. Inspires and inspires.
    5. Raises brand awareness.

    Can't believe it? Here's an example of how one software company has expanded its mailing list by 130% with smart content submission.

    According to studies , from 50 to 75% of the amount of information that you share in social media will be “external” content (produced by other people). It is important to properly package and present.
    Companies adhering to this rule receive 10 times better conversion than those who do not. The study also found that smart content on social media was clicked 33% more often.

    If you are interested in more precise instructions, then see the Rule “5-3-2” - the main idea is that for every ten materials you publish:

    • Five materials - relevant content from other sources
    • Three materials - proprietary relevant content
    • Two materials - personal or funny content as a means of “humanizing” the brand.


    3 - Increasing the number of subscribers.

    Searching for new authors on Twitter is usually quite an expensive exercise. Of course, you can always use Twitter’s advanced search, but it doesn’t always help.

    If you just recently started working with social media, then you need to use the right tools to speed up the process - the tools will allow you to enter keywords into the program, and the program will give out Twitter users that fit these criteria. Using the results, you can subscribe to the most relevant users.

    For example, if you are interested in dog owners, then with the help of such a program you can find people discussing their four-legged friends. In some cases, such programs have the option of subscribing to relevant users.

    But be careful! Finding new subscribers is one thing. Another is auto-subscription, which goes against Twitter’s terms of use. When you, using these tools, have found potential subscribers, it is better to check them manually and subscribe yourself.

    It is imperative that you maintain the correct ratio of subscriptions to subscribers. You should never have more subscriptions than subscribers. Well, if there are more subscribers than subscribers, it means that your page is more attractive than those with an equal or lower ratio.

    We tested this theory in two ways:

    1 - We created a Twitter account and subscribed to more people than it was following us. Result: slow growth.

    2 - Subscribed five pages less than it was subscribed to us.
    Result: The growth rate has doubled.

    We continued testing for several weeks and the result was maintained.

    There are many different theories about the ratio of subscriptions to subscribers. The authorship of one of these theories belongs to digiwriteitit. According to them, when you first started your page, maintain a ratio of 5: 1 . Do not subscribe to new pages until the ratio is 5: 1 (100 subscriptions to 20 subscribers).

    Tools Needed: Tweetfullautomates the process of searching and subscribing to relevant Twitter accounts. He also has two settings - autopilot or do-it-yourself. In any case, this program will save a lot of time. We have successfully used it to develop several niche Twitter accounts.

    4 - Publishing content on multiple platforms

    Manually updating all your accounts on social networks is like copying the same content to each of your subscribers, one e-mail at a time. It is difficult to call this process optimal in terms of time consumption. Many modern tools allow you to instantly share content in several social media at once, modify it and receive reporting on the results.

    The average American consumes daily34 gigabytes of content and 100,000 words . This means that you should take measures to "get" the reader among the first and do it on an ongoing basis. Advanced programs allow you to analyze thousands of streams in order to determine the best time for publications and publish content when the public is most susceptible to it.

    For example, based on a BuddyMedia study, Facebook engagement levels rise toward the end of the week; they are 18 percent higher on Wednesdays and Fridays . Another study found that in the B2C sector, sellers receive a 32 percent greater response to their weekend messages .

    5 - Social Listening and Brand Monitoring

    For companies and owners, the mandatory regular business list includes monitoring social media. It’s self-monitoring all week, as we did before, and we are not the best option. We tried to find a comprehensive solution that combines several types of monitoring, including:
    • Brand monitoring
    • User reviews
    • Competitor Information
    In the modern world, saturated with social media, people constantly communicate and share their opinions - publicly discuss things that previously were discussed only personally with their friends at a meeting, or by phone. We have more information available than ever before. Social media in combination with the latest technology now allows you to:

    • Instantly respond to discussions about you and your brand.
    • Understand what data competitors share, with whom and what kind of conversations and negotiations they have.
    • Understand prospects and find ideas for new products.
    • Improve the quality of customer service

    Key elements of a social media

    monitoring
    strategy Brand monitoring
    You are probably curious to know what every day is said about you, the company and your products. Eighty-three percent of consumers say that online reviews influence their perceptions of companies and 80% say that negative reviews influenced their buying decisions (source: eMarketer.com)

    In addition to observing your company’s name and URL, consider over the inclusion of the following monitoring elements:
    • Related or related concepts / terms from your line of business or business. You can get information about market conditions and improve the product sold.
    • Mention and context of key employees. Reward the most effective of them.
    • Negative reviews, for example, “Company XYZ - sucks”. It is important to respond as quickly as possible in order to quickly resolve the problem and prevent it from growing in the information field.
    • Mention your area of ​​activity and words such as “recommend,” “recommendation,” and “advice.”


    Work with clients

    Social media is an important element of modern life. Social networks are a new phone. For example, when people come to you on Twitter, they assume that you are always in touch and will be able to quickly answer questions - 42% of people expect that the answer will come within 60 minutes .

    Conclusions:

    1. Customize key phrases that include the brand name and words like “help,” “support,” “tech support.”
    2. Listen to new ways customers use your product.
    3. Remember good manners: give thanks for retweets, positive references and feedback.
    4. Subscribe to your customers on social media.


    Information about competitors

    In the general case, when it comes to monitoring social media about the activity of competitors, refrain from getting into conversations. Accept the role of an active listener in order to collect important information, and not with the aim of pouring mud on competitors and, thereby, promoting your product.
    Track the name of a competing brand, its URL and social media accounts:

    • Add negative characteristics to the name of a competing brand.
    • Charm customers with attention. Help customers of your competitors. Sincerely offer help in solving their problems.


    Of the Russian-language social media monitoring systems, the leader is Brand Analytics, which for small businesses and individuals has a separate cost-effective Express system with a free sampler for 100 references : 10 seconds to register and you can use the sampler to see if anyone knows about and if they know you, what do they say?

    Source
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    On the advice from the article, and to dilute its boring text of the translation, we give a real example from the last:

    The other day, another study was published, “Social Networks Winter 2015/2016,” which was massively distributed across hundreds of media and thousands of accounts. Below are two approaches to implementing content administration:

    1. Smart content administration: Rosbalt agency (who is not in the know - based in St. Petersburg) submitted a study in its material under the “St. Petersburg sauce”:
    “Petersburgers most often in Russia write to social networks“

    Result - all St. Petersburg online publications and thousands of St. Petersburg social networks gave material and links to agency material: Hurray! The northern capital has bypassed Moscow!

    2. (without) Smart content administration:

    we won’t cite the publication, apparently the content editor just didn’t give it a day, so the same study was filed with “pearls” like:
    • “According to the results of the study, it turned out that most often Russian citizens wrote on Vkontakte social networks.”
    • “The gender of the authors is distributed as follows, in Vkontakte, by a small margin, the female gender is leading. Twittere is male. Odnoklassniki has more female users, as well as Instagram »

    Congratulations to female users and the male gender of Twitter (and other social media) on the holidays - let you always have time for happiness!

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