tune the social media machine
TRANSCRIPT
Social Media Machine
Presented by Mark Vang
Tune the Social Media Machine
● Review the streams for all platforms connected to the machine to determine:○ Are posts formatted properly for that platform?○ Are there any broken links?○ Are there any missing elements? (#hashtags,
mentions, etc.)
Tuning: IFTTT recipes
The machine doesn’t just automate. It sculpts, schedules and routes information to the selected social channel in a format suited to that channel. The second path is preferred because it creates a time delay (via Buffer) assuming that the person making the post is sharing it to their social channels when it is published.
Execution
Feed.ly category [blog RSS] IFTTT Twitter↠ ↠Feed.ly category [blog RSS] IFTTT Buffer [scheduling] Twitter↠ ↠ ↠
Tuning: 3rd party apps (HootSuite/RSS)
Tuning: Post formatting (Blogger & Twitter)
Tune the Social Media Machine
● Map the machine.○ The machine can be re-configured and adapted for
special campaigns so map the machine bearing that in mind.
○ Include explanations for IFTTT recipes.○ Explain “switches” and their purpose in the system.○ Mark places where posts can be customized. (i.e.
Buffer que, etc.)
IFTTT provides a description of the recipe.
Tune the Social Media Machine
● Analytics - measure the following:○ Is the machine working properly?
■ Is it saving time?○ Are the posts meeting goals for the content?
■ Use UTM parameters to track website visits.■ Measure clicks with Bit.ly or similar tools.■ Review platform analytics
● YouTube - channel/video analytics● Twitter - analytics/post data if available● G+ - post data, engagement metrics, ripples
○ other tools such as allmyplus, CircleCount, Nod3X, etc.
UTM parameters [URL builder]
● utm_source=twitter-sanctuarychat● utm_medium=machine● utm_campaign=SANCTCOM-13601342http://sanctuarynetworkingcommunity.com/content/mark-vang-social-media-mentor?utm_source=twitter-sanctuarychat&utm_medium=machine&utm_campaign=SANCTCOM-13601342
Analytics: +page Insights
● Business Dashboard - Google Plus Brand Page - Insights [video]
Analytics: URL shortener (Bit.ly)
You can track clicks using the Bit.ly link shortner.
The stats don't go into much detail, and you can't download a CSV to keep but the information is still useful. You can connect IFTTT to your Bit.ly account to create these links automatically for any automated task handled by the social media machine that uses IFTTT.
Tune the Social Media Machine
○ Evaluate analytics on a continual basis to insure that the right metrics have been selected for measurement.
○ Tune the machine based on results and make sure that metrics match the current machine configuration.
○ Social Engagement Metrics That Matter - Measuring, Tracking, and Reporting FTW [via The Moz Blog]
○ Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value [via Avinash Kaushik]
Documentation and Training
● Staff Training and SOP documentation.○ I recommend this as a last step since there will be
adjustments while the machine is tuned.○ Include instructions for paths that may need to be
turned off for special campaigns.■ To avoid duplicate posts, or so that posts can be
modified to include campaign hashtags or updating URL’s with UTM parameters.
Documentation and Training
● Staff Training and SOP documentation.○ I recommend this as a last step since there will be
adjustments while the machine is tuned.○ Include instructions for paths that may need to be
turned off for special campaigns.■ To avoid duplicate posts, or so that posts can be
modified to include campaign hashtags or updating URL’s with UTM parameters.
Cosmetic tuning: +page story & links
google.com/+ChessClubPlus
The complete four part series.
● [RSVP] Part Introduction to Social Media Machines⓵● [RSVP] Part Build the Social Media Machine⓶● [RSVP] Part Tune the Social Media Machine⓷● [RSVP] Part Social Media Machine Q&A and Summary⓸● [playlist] Rise of the Machines HOA Event - full playlist including supplemental
videos.
Social Media MachineThe +HOA Calendar event promotion system is a social media machine prototype built by: