What is Social Media Management?

Michelle Post, Ph.D., CSMS

Michelle Post, Ph.D., CSMS

Lessons to Learn

• My Teaching Technique - W.W.H.A. • What is Social Media Management

(SMM)? • Why do you need to understand

SMM? • Review: Social Media Strategy • Review: Social Media Strategy –

Created • How to create a Social Media

Management Plan – The Steps • Apply: Take Action – Create a Social

Media Management Plan • Tools for Social Media Management • Cheat Sheets, Tools, & Resources • References

My Teaching Technique for Understanding Social Media & You

• What – What is your company, your product(s), your message, your story – Your Brand

• Why – Why are you in business, selling a product, telling a message, sharing your story – Your Purpose

• How – Will you share your purpose, your company, your product, your message, your story – The Strategy

• Apply (Take Action) – Making it all happen through strategy, tactics, and tools (social media) – The Doing

What is Social Media Management (SMM)?

“Just what it sounds like. It’s organizing all of your accounts, allowing you to create coherent, consistent messaging across all platforms, giving your customers a reliable voice to answer their inquiries. Social media management is about taking the random aspects of each of those platforms and streamlining them in a way that makes sense to your audience.” (Messina, 2013, para. 2)

Why do you need to Understand SMM?

• A social media management plan can . . . – Streamline your social

media tasks – Save time – Keep you organized – Increase efficiency – Improve effectiveness – Decrease frustration – Improve social media

influence

Review: @MichellePost – Social Media Strategy

Review: Social Media Strategy Created

Social

Media

Strategy

1. Audit

2. Goals & Align

3. Audience

4. Platforms

5. Listen

6. Engage

7. Measure

How to create a Social Media Management Plan – The Steps

1. Create a Campaign

2. Take a Base Measurement

3. Decide on the Content

Theme & Types

4. Decide the Frequency for each Platform

5. Create Content

6. Create a Content Calendar

7. Publish & Engage

8. Monitor & Measure

Take Action: Create a SMM Plan

1. Create a Campaign – Example: Brand Awareness

• Goal: Increase Twitter followers by 500, by the end of October 31, 2013 • Metrics to Monitor / Measure: Decide on the specific metrics to monitor and measure for the

campaign – Example: For the campaign of increasing Twitter followers, the metric to be measured is the number of

followers, but also the level of influence of the followers, & if they are real

2. Measure Current Social Media – Example: To measure current Twitter status, I could use Twitonomy

[http://www.twitonomy.com]

3. Decide on Content Theme & Type – Example: For the month of September, my theme was Social Media Management,

Upcoming Training, & Quotes on Service – The type of content will consist of blogs, video, infographics & quotes

4. Create Content – Example: Use Google Alerts to seek out information (news, blogs, video, discussions, and/or

books). – Search query: “social media management” – Review content and determine what should be shared

Take Action: Create a SMM Plan

5. Decide on the Frequency for each SM Platform – Example: I will use Twitter, Facebook, LinkedIn, Pinterest and Google+ – I will publish on TW & FB 8 times a day, LI once a day, Pinterest once a week

and Google+ once a week

6. Create a Content Calendar – Example: Use Google Calendar to create a calendar just for social media

engagement and create events on the calendar

7. Publish & Engage – Example: Using the information from the Google Alerts in Step 4, share the

selected information on the specific social media platforms and at the frequency determined

8. Monitor & Measure – Example: At the end of the campaign use the same tool to take a baseline

measurement to remeasure to see if the campaign worked – One of the best ways to manage a social media is to use a social media

management suite like HootSuite

Tools for SMM

• URL Shortner

• Content Finders

• Photo Editors

• Video Creators

• Screen Captures

• Content Calendars

• SMM Suites

CHEAT SHEETS, TOOLS, & RESOURCES

SMM Cheat Sheet

SMM Takes Time

File Location: http://bit.ly/166uAyl

SMM Tools

• Google Alerts - http://www.google.com/alerts • Downloadable Social Media Content Calendar -

http://www.populatedigital.com/social-media-tools/downloadable-social-media-content-calendar/

• IFTTT (If This Then That) - https://ifttt.com/recipes • 10 Best Social Media Management Tools - http://dashburst.com/best-social-

media-management-tools/ • Best Tools for Social Media Management - http://binkd.com/social-media/best-

tools-for-social-media-management/ • 5 Social Media Management Tools You Should Consider -

http://www.socialmediaexaminer.com/5-social-media-management-tools-you-should-consider/

• Social Media Management Tools: What’s the Right Tool for Your Business? - http://www.wordstream.com/blog/ws/2013/05/23/social-media-management-tools

• Tracking down the right social media management tool - http://www.techrepublic.com/blog/social-media-in-the-enterprise/tracking-down-the-right-social-media-management-tool/

SMM Resources

• How to Rock Social Media in 30 Minutes a Day [INFOGRAPHIC] - http://socialmediatoday.com/brianna5mith/1373116/how-rock-social-media-30-minutes-day-infographic

• Social Media Management 101: A Complete Guide for Businesses - http://www.4hoteliers.com/features/article/7889

• How Much Time Does Social Media Marketing Really Take? - http://www.wickedlocal.com/sandwich/blogs/mobileghmne/x1287053947/How-Much-Time-Does-Social-Media-Marketing-Really-Take

• Social Media Management and the Myth that "Anyone Can Do It“ - http://socialmediatoday.com/ubersocialmedia/1411936/social-media-management-and-belief-anyone-can-do-it-myth

• A Strategy for Managing Social Media Proliferation - http://www.slideshare.net/jeremiah_owyang/smms-report-010412finaldraft

SMM Resources

• 10 Steps on How to Create an Effective Content Calendar for Social Media - http://zerobudgetmarketingideas.blogspot.com/2013/06/10-steps-on-how-to-create-effective.html

• 6 Steps to a Small Business Social Media Strategy - http://socialmediatoday.com/stephanie-winans/1045366/6-steps-small-business-social-media-strategy

• 6 Clever Tricks for Social Media Managers - http://mashable.com/2013/06/21/social-media-manager-tricks/

• What is a Social Media Manager - http://socialmediatoday.com/lauren-mikov/1502686/what-social-media-manager

• Social Media Strategy in 7 Steps [Image file] - http://tendenci.com/media/files/page/social-media-strategy-in-7-steps-SMW.png

SMM Resources

• Taking the Headache Out of Social Media: Tools to Help You Plan and Share Great Content - https://www.arkovi.com/2013/09/taking-the-headache-out-of-social-media-tools-to-help-you-plan-and-share-great-content/

• Google Alerts Tutorial - http://www.slideshare.net/mpostphd/google-alerts-for-research-12611374

• 7 Key Factors for Successful Social Media Management - http://onlinecrimelab.com/7-key-factors-successful-social-media-management/

REFERENCES

References

Marketing Innovations Group. (2012). Social media management by Go Local [Image file]. Retrieved from http://marketinginnovationsgroup.com/wp-content/uploads/2012/01/Social-Media-Management-by-Go-Local.png Messina, L. (2013, September 9). How Hootsuite helps with social media management [Blog post]. Retrieved from http://sinuatemedia.com/tool-review-hootsuite-helps-social-media-management/?utm_source=rss&utm_medium=rss&utm_campaign=tool-review-hootsuite-helps-social-media-management NetDNA-CDN.com. (n.d.). Social media 41 ways to boost visibility and viral social media management [Image file]. Retrieved from http://thumbnails.visually.netdna-cdn.com/social-media-41-ways-to-boost-visibility-and-viral-on-social-media-management_51739f9b4d422.png

References

Private Solutions, LLC. (2012). Social media time management infographic [Image file]. Retrieved from http://privatesolutionsllc.com/wp-content/uploads/2012/06/socialmedia-time-management-inforgraphic.jpg

Webds.com. (n.d.). Gino-selva-to-asher-elran2 [Image file]. Retrieved from http://www.webds.com/wp-content/uploads/gino-selva-to-asher-elran2.jpg