Smart use of social media in your digital marketing mix

Social media is not just important in helping users discover your site, but in engaging with it and continuing the positive referral feedback loop. To use social smartly, you have to be able to answer a number of questions:

  • Do I know which social platforms my prospective customers and clients are active on? This is where social listening is important.
  • Do I have the toolset for efficiently posting to these social platforms? Let's get you set up the right social content calendar and publishing tools.
  • Do I understand how to win their approval for entering and participating in their online conversations? Or how to respond to negative online feedback. Hello community strategy.
  • This is a lot of work: am I measuring it properly so that I can decide whether it's worth the time and money?

Social media in your digital marketing mix

Social listening and research

With a social listening program you can research:

  • where conversations are happening (hint, they might not be on Facebook or other major platforms, but tucked away in niche discussion forums);
  • the sentiment of these conversations (positive, neutral or negative);
  • who the main influencers of these conversations are and
  • the words and phrases their using in their discussions (to help refine the keywords your researching with).

Social planning calendar

Publishing to, and joining conversations in, multiple social networks (e.g. Facebook, Twitter *and* Pinterest) can be time-consuming, we scout out the best tools that enable cross-network and scheduled posting (think TweetDeck). As is finding content and preparing it for posting.

Our content planning calendar help you pre-prepare posts for Facebook and Twitter, ensuring their the correct length, links are configured to track click throughs and shortened using's API:

Community strategy

You don't have to be a membership based organisation to have a community. Prospects, customers, client and anyone discussing your products/services. A strategy ensures your team is clear on:

  • the frequency of posting to respective platforms e.g daily on Facebook, weekly on Twitter and the tools to use;
  • how to engage in online conversations (tone, topics and acting leads/complaints/etc);
  • who in the company needs to be kept in the loop and how often reports are circulated;
  • escalating issues to the appropriate staff and a plan for dealing with them (remember the Gasp Jeans kerfuffle).

Tracking and measuring

We'll work with you to determine which metrics are best for your organisation/business, the key categories tie back to digital marketing fundamentals:

  • reach (e.g. Facebook likes, Twitter followers);
  • interest (e.g. RTs/re-tweets) and
  • conversion (e.g. click throughs).

Wondering whether you need a Facebook app? Or page? Or competition? Do you want to use Foursquare's location checkins to rewards your loyal customers? Maybe generate leads via LinkedIn's groups? Let's have a chat about the smartest and most effective way we can use social to achieve your business goals.

Image credits: (1) Facebook is not just for Marketing by My Social Agency