Social media, marketing, trends and reporting
Examples of Social Media Management from Clients websites
Classical Guitar SA
Trend analysis involves looking at current trends (internet or otherwise), investigating them, and then deciding whether or not the relevant client / website should implement new trends, or stick to tried and tested ones.
It also includes looking at all the latest technologies, social media strategies and general "look and feel" that is current at the time.
In addition to this, social media platforms themselves are constantly changing what they are focusing on, so if you are anticipating drawing viewers to your site or service through social media platforms, you need an understanding of what that is. For example certain social media sites are currently in favour of video posts, and therefore the "reach" of these posts is substantially increased.
I, personally, try to to keep up to date with online trends and try to find the balance between short and long term trends and implement them accordingly.
Obviously programming trends are also also of relevance (remember when everything was designed using flash then changed to tables everywhere?). Of course, recent years have seen websites becoming more and more responsive (adapting to look good on whatever they are viewed on) but to get an idea of how brands or websites have changed over the years have a look at the WaybackMachine.
Apart from initiating and running campaigns, I have also been involved in marketing with regards to client-facing promotional material, along with managing PR and keeping Social Media Sites Updated. In changing times it is valuable to ensure that all social media platforms are up to date and that an 'Internet Presence' be kept dynamic and new.
I also ensure that if I have or am Webmastering that site there are social media links allowing people to share from, find the client on other social media platforms, and share to others.
Additionally, it is of importance that:
The client has the relevant branding or at least "look and feel" on all of their platforms
The audience demographic be studied and an appropriate schedule associated with it. Certain groups of people are perfectly happy to have as much social media directed at them as you can send, while others find this a major turn-off and your social media campaign is an abject failure
The platforms where there are to be a clients presence is to be carefully decided. In the case of social media not all platforms fit all clients brands
Decisions are made on keeping priority levels, so if there is a post or campaign that you want people to particularly take note of then sometimes using a new platform (such as Whats App) for just that post is very effective but wouldn't be if it was a daily or weekly occurrence
SOCIAL MEDIA MANAGEMENT
As this is a high-impact parallex website the homepage has very discrete social share icons in the top right corner as per client request. The main platforms posts from this site are shared to are Facebook (both it's own page and relevant Facebook groups) YouTube, LinkedIn, Twitter and GooglePlus. Other platforms have been set up to potentially be used in the future.
The client preference was only a share to Facebook, so this is at the bottom of the homepage which links to the MediDerm Facebook page. I change the banners of both the homepage and Facebook page on a monthly basis to keep the site fresh and up to date.
Truth Is The Word
This site has a full set of share to buttons at the bottom of the page and "Find me on" social icons at the top of every page. As it is very article heavy we felt that the share buttons would best serve under each post or article, but they are on landing pages too. I also use StumbleUpon as well as Facebook groups with custom designed images for each post to enhance the impact on the various platforms.
Homepage with share buttonsThe homepage of www.guitarsa.co.za with small social share icons top right
If your website has been built for the purposes of growing and enhancing your reputation and increasing your viewer base then you would want to pay attention to the statistics. For example:
How did the person find my website? Did they do a search? Go through social media (and if so which ones)?
The answers to these questions should dictate where you put future resources and what you need to re-strategise or even omit from your "awareness" campaigns.
I can report on:
The big picture, (how well your website is doing in the market overall)
Comparative sites in your industry
Social media in general, or specifics, for example how well your Facebook Page is doing compared to others in the same industry
What people do once they are on your website (which pages they visit, how long they stay there, etc)
Custom reporting - how individual campaigns are doing - or whatever the specific needs