3 Ways Publishers Can Overcome Social Media Hurdles
In our ongoing social media series, Grow Socially VP of marketing Donna Vieira shares techniques media professionals can use to overcome challenges that often stymie social media campaigns. For an even deeper dive on these issues and hands-on training on creating and executing a social media strategy, be sure to attend GrowSocially and Publishing Executive's upcoming event the Social Media & Inbound Marketing Master Class on October 16th. Held at the NYC Union League, the event is tailored specifically to editors, marketers, audience development, publishers, and brand managers.
As with everything, social media is not problem-free. There are several difficulties that can occur once your organization has developed a social presence. Here are three challenges that you may run into, and how to appropriately tackle them.
1. Lack of Followers and Interaction
There are plenty of ways you can easily build your following and improve interaction on social networks. Here are a few to get you started: Follow and interact with relevant industry professionals and organizations. Often, these professionals have the audience you want and you can get yourself in front of that audience by reposting or commenting on these industry leaders' posts.
Running a contest that encourages your audience to follow and like your pages is an effective way to build a following quickly. Offer discounts or free items for retweets and likes. Be sure to track the analytics of this type of campaign closely through a social monitoring tool like Curalate or SproutSocial.
You should also promote your social media accounts across platforms. Use QR codes or watermarks for print promotion, link to social media accounts on your web page, and share hashtags and account handles at events.
2. Lack of Time and Resources
Social can be time consuming and overwhelming. Here are some tips to conquer this problem: Make it a team effort -- if your organization isn't big enough for one person to manage all of your social media, get multiple people involved in the process and make their roles and responsibilities clear. While developing this team, create a social calendar so that you can plan content ahead of time and keep everyone in the department on the same page.
Even if you can't commit multiple employees to social media efforts, it's important to maintain consistency. Start slow on social media and build on your efforts as more time and resources become available.
Complaints are a part of life, but having them aired publicly is a nerve-wracking experience. Use these steps to navigate complaints as painlessly as possible: Monitor your social media channels so you know when there is a problem and address it immediately. Again tools like Hootsuite, SproutSocial, and many others offer social monitoring features that can alert you to these types of issues.
Remain polite, professional, and courteous at all times, and speak directly to your readers in humane language. Always start by apologizing for any distress or inconvenience caused. By taking responsibility, it shows that your organization cares about its subscribers' concerns. Along with a public apology, get in touch with the recipient privately to hash out the details of the problem.
As we all know by now, the marketing playing field is evolving and social media is an increasingly important part of that shift. Nowadays, social media must be a part of your online marketing strategy in order for your organization to stay relevant to your target audience. Don't be overwhelmed. Social media can be stressful, but it's completely worth the investment if executed correctly.
Look for more social media insights from Grow Socially in the coming days, and join us live at the Social Media & Inbound Marketing Master Class on October 16th in NYC.