How to do Social Media with Big Impact
I love Elly’s energy and passion about social media with big impact. Elly Deutch is the Associate Director of Digital and Social Media for Garrett Popcorn Shops (based in Chicago). Like most social media teams on the client side, she needs to do social media with big impact and a small budget. Here are some of her useful tips to create a relevant strategy and stretch her budget:
Understand your company’s mission statement and business goals to do social media with big impact
Social media is about supporting the purpose of the business and its growth.
You can be fun, humorous and entertaining, but the social media effort needs to drive conversions at the end of the day.
Integrating your business goals with your social media strategy is essential.
Know you social voice
How to say, sometimes, is more important than to what to say.
Garrett Popcorn created a “Garrett Speak” document which is similar to a brand style guide. It clearly articulates the tone and manner of Garrett Popcorn and the specific language that should be used to build their on-line persona. This sheet is shared and broadly communicated with internal stakeholders and external agencies.
Tap your internal team, external partners, and your fans
Elly emphasizes that social media is not an island. It’s most effective when it’s part of other outbound communications channels. Social media is part of PR, events, customer service and even creative development. Her motto:
Teamwork makes dreamwork!
Help your stakeholders to help you!
Leverage your company’s existing materials
Rather than “Content is king,” she is fond of saying: “Google is king.” Ultimately, we create content to make it easy for our customers to find us and buy from us. However, it’s hard to create content all the time so she searches for content from the company website, existing marketing channels, past press releases, and company archive. According to her, the best way to find content is to talk to people. The more people you talk to, the more information you get, the more stories you can tell. She also loves the “Internet Archive, Wayback Machine”, which has more than 456 billion web pages saved. You can search your company domain name and it will show the date the website was launched and the website changes over time. It’s a great resource for #TBT (Throwback Thursday) and “Before and After” social media posts.
Use free tools
She doesn’t have a big budget (who does?). She finds free tools to help her out whenever possible. Kapost for content audit. Socialmention.com to track social listening. Hootsuite for content syndication. Feedly to consolidate your magazines, blogs and newspapers. Canva for quick visual image design. Here are a few other useful tools:
Measure, Optimize and measure some more
Elly can’t stress the importance of using various tools for obtaining useful metrics enough. She uses such tools as:
- Google Analytics,
- Facebook Insights
- Twitter Analytics
- Simply Measured
- Exact Target Marketing Cloud (formerly Radian6)
- Little Bird
With these she tracks social media performance and conversions. Unfortunately, there is no one tool to measure the performance of all social media channels without paying big bucks. It’s necessary to look at various tools to understand the overall performance of your social media efforts.
Overall, there is no right or wrong way of doing social media. It’s like trying shoes, you keep trying to find that pair that works for you and go through a trial-and-error process to determine your metrics.
I met Elly at Social Media Strategies Summit in Las Vegas two years ago. She is fun, energetic and eager to learn. I have a huge respect for her no-nonsense attitude and willingness to wade into the trenches to get things done. That’s how we should operate—be resourceful, willing to learn and hustle. You go, girl!
See additional post on free social media performance tools: