Question

Topic: Social Media

How To Keep The Channel Active

Posted by rum68br on 11/1/2016 at 12:33 PM ET 680 Points
Hello people,

I have recently joined an internation currency firm and have been charged with manning their social media channels.
We do not currently do any content marketing, which means posting are a bit sparse. The CEO is always out and about at talks and meeting so am fuelling the channel with this.

I have been thinking about taking a step back and working out why people would use us. Meaning people travelling, buying properties aborad and students going away to university. Just wanted to ask if this is a good idea until I get the HR team and different language desk from contributing or if anyone has other ideas that I can use to fuel social media content.

Thank you for the help.
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  • Posted by mgoodman on 11/1/2016 at 2:02 PM Accepted
    You probably need to understand the objective before you do anything else. What does success look like? How will your performance be measured/judged?

    Then you will want to understand the various target audience segments, how THEY think and behave, what their attitudes, habits and practices are.

    Then you want to understand how your offering benefits your target audience(s). What's in it for them to do business with you? How are you different from, and better than, your competitors?

    Once you have those nailed down, we can steer you toward a plan that will make some sense.
  • Posted by Gary Bloomer on 11/1/2016 at 5:10 PM Accepted
    You'd do well to share curated content: related content form other sources that you cite and share. You'd also do well to join related social media groups and forums and to contribute in them. As far as your CEO is concerned, you also need to focus on making him the focus. You need to position him as a voice of authority. An ideal platform to do that on is LinkedIn.
  • Posted by cookmarketing@gmail. on 11/1/2016 at 8:18 PM Accepted
    Mr. Bloomer is tracking. Content Marketing is not selling...it is story telling or educating the reader.

    Your task is to tell them your story in their language and them allow them to 'join'.

    Your audience should dictate the platform; place your story/Content Marketing where they go.

    One more hint - it is not want you want say; it's what they want to hear
  • Posted by cookmarketing@gmail. on 11/1/2016 at 9:39 PM Member
    oops <> dependent on the age range of your target market <> also think video
  • Posted by Jay Hamilton-Roth on 11/1/2016 at 11:07 PM Accepted
    What is the expectation for your "manning their social media channels"? Is the goal to drive sales? New inquiries? Increase web traffic? Improved website ranking? Reputation fixing?

    What do you know about your current social media followers? What do they seek from following you?

    What do you know about your competition? What are they doing that's positioning them ahead of you?

    And before you take action, I suggest you get some baseline analytics so you can report on your effectiveness - based on the metrics that's important to your company's leadership.
  • Posted by Shelley Ryan on 11/15/2016 at 5:03 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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