So, you’ve decided that you want to be a social media manager. You’ve played around on the different social networks and feel that you can absolutely help others. However, you have no idea what type of service packages or prices to start with.
To help you sort it out, here are some examples of packages you could offer. You can adapt these basic ideas to your strengths and weaknesses and of course to what the client needs as well.
A typical menu of services would include a profile setup, routine maintenance, reputation management, as well as content creation and distribution. Now, you’re probably reading that and scratching your head, wondering what on earth I am talking about. No worries, let’s take each one and break it down for you.
Profile setup is simply what is sounds like. Your prospective client may not have a profile setup on the network of choice so this is where your skills will be needed. Adding a picture, short bio, contact information, etc. Some prospective clients may have a profile setup that they haven’t updated in months. You will be sure that their profile is up to date with appropriate information as well as up to date email and website information if needed.
Routine management will involve daily monitoring of their specific profiles. If they are active on more than one social network; you will be responsible for filtering of friend requests, personal messages, private messages and responses to their tweets or updates.
Reputation management and monitoring involves keeping up to date with their names and keywords. This will involve a bit of research on your part but will be useful for your prospective clients. Perhaps they will want to know what their competitors are doing or sharing and you can help them keep up with the pulse of their specific industry.
Finally the content creation and distribution is another service you can offer your prospective client. This entails sharing their content across the different networks. It can also involve researching the latest trends in their particular industry. This research can then be used to create blog posts or shared with your client to create a video, audio or podcast.
The services you offer will depend on your skill set and your comfort level at providing the service. The next obvious question is the break down and prices of packages – be sure to come back for more information on setting up your packages because that’s coming!
Ahh, the honeymoon. That time when you and your significant other are so blissful, not even an ultra-Grande cup of Starbucks Chocolate Double Shot Mocha with a hint of whipped cream could overcome. Hey, guess what? A honeymoon happens in business and on the social web.
I’m not talking about marrying one of your fans or followers and flying to Bora Bora. I’m talking about the 3R’s of branding.
The best time to attract 3R’s are in the ‘honeymoon phase’, right after you have provided such superb service, the client cannot help but promote you.
There are two key facets to this. First, do not hesitate to ask for one of the 3R’s placed on your blog or other social media tool immediately after you have a satisfied client. Next, you must be sure to provide a method for the client to do this in an area that can be seen by others. A “Like” on Facebook is a start, but doesn’t provide the clout a comment on a blog, wall post or tweet might have.
Ideally you might syndicate a rating, review or recommendation throughout your social media realm by responding with great gratitude. It also never hurts to ask for a testimonial to be placed on your own website.
The best branding you will find will come from others and the best time is during the honeymoon phase.
Get enough of those and you might well be on your way to Bora Bora.
We typically love our family and friends. Sometimes we like their Facebook posts emails and tweets. We are so profoundly intrigued by some posts that we don’t hesitate to respond with witty, fun, sarcastic, lame and sometimes hilarious comments. But, let me tell you this wildly un-profound thought…Our friends and family are quite possibly the worst at social branding.
Your friends and family aren’t concerned about social reputation in the way your business is. In your attempts to brand your business on the social web, your reputation and credibility are a direct reflection of your brand. We often times want to cut through the clutter of baby videos, last night’s dinner and how importantly tired your 21 year old sister might be after a night of partying on a Monday. We try to get attention by using creative titles, ‘Never Seen Anything Like This…’ or ‘You Asked For It And…’
What’s in a name?
The key in this part of social branding is not getting attention for attention sake. The key using the social web as a marketing tool begins and ends with providing value. Most of us have the attention span of a gnat and will ignore most anything that doesn’t automatically grasp our interest in the value the content might provide.
If you are finding your messages are not being opened, posts and tweets not being read, it’s time to examine your social branding and re-tool the message so that it provides instant value in the shortest amount of words possible.
It might be a stretch to say that social media can make you smarter. However, you can be a smarter social media marketer.
One of the basic tenets of marketing is that you cannot manage what you cannot measure. This applies to social media marketing. Traditional marketers complain that social media cannot be measured and does not equate to point-of-purchase sales. Yet, measurement tools are becoming more and more sophisticated, taking social media from a PR and customer service focus into a more legitimate marketing tool. There are dashboards that allow you to monitor the conversation about your brand across the social web.
Creative web-based business tactics can link online purchases to social media. Think of how you might add a new or repeat customer into a sort of social CRM. Other tools allow you to listen in on conversations via keywords automatically. Remember that active listening, is one of the key factors that help brands engage on the social web.
Pretty soon, it is my guess that listening tools, CRM and point-of-purchase measuring tools using sophisticated algorithms will be available to marketers everywhere. Yet, if you are thinking your social media assistant can benefit you by making you smarter, ask him or her to research and utilize these tools. After all, without some sort of measurement, aren’t you really flying by the seat of your pants?
I had an interesting conversation the other day with a friend who comes from the school of traditional marketing and advertising. In that conversation, we became aware of an interesting comparison between traditional marketing methods and social media. It was almost like an epiphany.
Big organizations spend hundreds of thousands of dollars to conduct market research to uncover the wants and needs of their customers. Traditional marketing thought teaches the use of questionnaires, focus groups and surveys to turn raw data into information called “primary market research”.
Yet, most us do not have hundreds of thousands of dollars to spend on widespread market research. Here is where social media comes in. In my process of learning and teaching social media, the best platforms not only engage their fans and followers, but they are simultaneously doing market research. Most are probably doing this without a plan attached.
The point is, we have sophisticated market research right at our fingertips, on our fan pages, on Twitter and in our blogs. All those polls, surveys and questionnaires are right in front of us. The trick is to use the market research and align it with a strategy focused on our products and services.
This is both something to learn and to teach. Having the right information and using it are the keys to success. We are doing more than just checking to see if our customers have a pulse. We are listening to their wants and needs and understanding them. This is another true power of social media!
Facebook will soon have another advanced social feature. This new feature is called Facebook Questions. But, will Facebook Questions become the new marketing tool for your business? Short answer – maybe.
So, what is it? Well, Facebook Questions (now in beta testing) will allow its now over 500 million users to ask questions and get answers from users. At first look, it’s much like Yahoo’s Q&A. Users can ask questions and the community can respond. Answers are rated or voted on for quality. With some other unique features, a user can follow specific questions, tag questions and explore based on subject matter.
According to Mashable, the biggest advantage of Facebook Questions will be the sheer size of the Facebook community. PC World calls Facebook Questions, “…arguably the most forceful thing Facebook has done to bring users outside of their social circles, because you cannot make questions or answers private.”
However, is this new feature a business tool? Because it’s in beta, Facebook Questions has not setup functionality to integrate with brand pages at this time. Yet, the use of this application as a business tool is most definitely in high demand. The ability for an organization to answer user generated questions and have those answers visible beyond the limits of their own fans is pretty sweet. Who wouldn’t want that, right?
The key with Facebook Questions will be not to advertise, but instead to be the expert, sharing the cool stuff you already know to engage your target audience. This gives you a chance to engage a community that you may have had a hard time trying to reach before through other means.
I will take a wait and see approach to Facebook Questions. The application has amazing potential as a marketing tool. Many issues will be answered by the beta test and if Facebook Questions can engage, entertain and educate on a personal and professional level, then it’s probably worth putting on your social media to-do list.
In earlier blogs I asked and discussed whether your website reflects your brand and if your social media marketing has stage presence. If asked, most people equate the subject of branding with a logo. While that is somewhat true, branding has everything to do with what makes you distinct from everyone else.
When you have a market that is becoming saturated and it is hard to distinguish products and services from others, you get what is called ‘brand parity’.
What’s the solution to brand parity?
The answer to brand parity is being unique enough. This is also building ‘brand equity’ through what you do different from others around you. This might be in your blog writing, videos, tweets and posts. It could be conveyed in your personality, your service (Stage Presence?). The trick is communicating these characteristics.
Sometimes this happens in a core message and all one needs is to look at some big brands…think Domino’s Pizza. Other times branding happens through creativity…think E*Trade Baby. It might occur through sheer experience. Southwest Airlines is novel in its ability to make people think of a combined value and personal experience driven brand.
The ability to brand yourself and your business isn’t only in a color or a logo. It’s a feeling that your customers have about the entire experience. Building brand equity starts with being different enough to be remarkable.
Are you remarkable? If not, it might be time to create a re-branding strategy.