As a marketing coach and social media marketer, I am often asked to set-up social media accounts and a blog for local businesses. Some of the companies who hire me have held off on joining Facebook, Linkedin and Twitter and have yet to launch a blog section to their website. Or, I get a call from a business who has everything set-up by their web developer, but no one has added content in over a year to the various sites. My company offers options for businesses from setting up accounts, training staff on the do’s and don’ts in social media to being hired to manage their social media accounts. I believe the best social media marketing is done in-house by a well-trained staff who understands content management. However, content management, unless you have hired an experienced staff that has worked as social media marketers on other projects or you hire someone to work with them, is often a struggle and why so many businesses say they do not get results from this part of their marketing. Managing content management will help your business succeed with Social Media Marketing since the most businesses struggle with knowing what information to share on each of their sites.
What key elements does your business need to manage your content management? First determine who the lead person will be for social media in your company. It is ideal to have everyone trained and willing to participate, but unless someone is in charge it often appears that no one is in charge. Next, determine what target audience you wish to attract and then determine what type of content you’re going to cover. Think about categories and review what your business is currently using in the sales and marketing department to make sure that you are not working in a bubble and ignoring research that has been done in the past about your customer base and who your niche market is. Ask employees to offer their thoughts about content and what questions that are frequently asked by their customers, vendors and other employees. Create guidelines for what you feel will offer rich content and avoid any mistakes that could harm your reputation so each employee has an understanding of what will support and build the brand of your business. Finally, organize a process in which you utilize a diverse group of employees and possibly outsource to a paid writer for regular content to be used on your various platforms. I suggest setting-up an actual content calendar which offers the dates of when and who will be submitting content to be used for your sites. Having the lead person review each submission of content before it is added to the various sites is essential. This is similar to an editor to the newspaper who gets to decide what is used and when. This person will then either add the content to the sites or share it with the actual team person who will now publish it on your blog and share to your various social media sites.
If you have questions or your business needs help with managing content management or learning more about social media marketing, please consider contacting Purple Diamond.