Social media channels can be incredibly valuable for engaging with a brand’s audience, building relationships, and sharing company content, but these channels should not be used to simply promote content without any regard for each channel’s unique audience and their needs.
In this #ContentChat, we’re joined by Jason Schemmel (@JasonSchemmel), senior training and development specialist in social media for Amway, to discuss the best practices for content marketing on social media. Read the full recap below, where we share tips on how to plan and document a social media content strategy, ways to maintain a consistent voice across social media channels without sounding repetitive, tools to help better understand your audience, and more.
Q1: How do you plan and document your social media content strategy? Do you use an editorial calendar, post things ad-hoc, or some other approach?
An editorial calendar is recommended for planning the bulk of your social media content (one month at a time is sufficient), but you miss the “social” element if you just schedule posts and leave it at that. Posting in real-time and interacting with your audience enables you to more authentically interact with your community and develop those relationships.
A1) In the past, I’ve done a bit of everything. There’s benefits to having an editorial calendar to plan out postings, but that shouldn’t be your entire strategy.
Posting in real-time (ad-hoc) gives off a more personable vibe. It lets you react to trends quicker. #ContentChat pic.twitter.com/Lc33mYPCoN
— Jason Schemmel – Speaker & Twitch Streamer (@JasonSchemmel) October 26, 2020
A1b) Either way, you want to plan out your content at least a month out (if possible) regardless if you’re scheduling in a calendar or doing ad-hoc.
Always be prepared and always be prepared to shift your content if necessary. Social media changes so quickly!#ContentChat pic.twitter.com/0Oe7Uoa6SJ
— Jason Schemmel – Speaker & Twitch Streamer (@JasonSchemmel) October 26, 2020
A1c) Benefits of an editorial calendar -> Planning ahead, peace of mind, makes planned promotions in conjunction with ad campaigns easier.
Benefits of ad-hoc -> Allows you to keep up with trends, if breaking news happens in your industry you can post immediately.#ContentChat
— Jason Schemmel – Speaker & Twitch Streamer (@JasonSchemmel) October 26, 2020
Agreed. And you need real-time response to social listening too! #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) October 26, 2020
A1 We have a content calendar, and most everything is planned in advance, with a mix of ad-hoc mixed in
-Alyx#contentchat— Charlie Appel Agency (@ColfaxInsurance) October 26, 2020
A1) #contentchat In this day-n-age it’s an agile, flexible calendar. I’m such a planner, i like to plan out as much in advance, but ya know…cool things happen during the week that we want to share, so it’s a little of both
— Diana Richardson🍷 (@DianaRich013) October 26, 2020
A1: We’re working on having a better content calendar, but for now it’s a mix of both that leans more on ad-hoc. In the past, I’ve found a mix works best. You have to be able to respond to trending topics and headlines. #contentchat
— Melanie Graham (@WriterGirlMel) October 26, 2020
A1. It’s usually a mix of scheduled calendar content and ad-hoc. In 2020 things are moving quicker, so the scheduled content isn’t as far out as it used to be. #ContentChat
— Kevin Berry (@KBerryMS) October 26, 2020
I have a daily template of post types. Planned but random based on the day’s direction or trending topics.
— A Big Digital Hug (@digitalhugsmktg) October 26, 2020
When planning your social media content, ensure you have a solid mix of owned and third-party content that covers all of your company’s primary content pillars.
A1 #ContentChat I like to use a combination of an editorial calendar to make sure I’m sharing owned content, and a weekly social media plan that ensures I’ve got a solid mix of owned + 3rd party content, hitting primary content pillars, and keeping things varied.
— Erika Heald | Content Marketing Expert (@SFerika) October 26, 2020
Tools like Meet Edgar and Sprout Social can help keep your feed full of planned and evergreen content, or you can use something like an Excel/Google Sheets and Word/Google Docs to plan your content.
A1b #ContentChat Tools like @MeetEdgar make it really easy for me to make sure I’m having good variety when it comes to my evergreen content.
— Erika Heald | Content Marketing Expert (@SFerika) October 26, 2020
A1 We have separate Trello boards for blogs, social and events that all feed an integrated board #contentchat
— Dan Goldberg (@Jonas419) October 26, 2020
A1: A mix of a content calendar in Excel for overview, and a Word document where I can brainstorm content ideas and see how posts will look. #ContentChat https://t.co/RVHZRJG7Zb
— Anna Bassham (@annabassham) October 26, 2020
If you’re looking for a social media content calendar, Jessica shares hers here:
A1. I plan my blog posts in an editorial calendar with keywords and notes, but my social is less planned and more done on a day-to-day basis and week-to-week basis. The calendar I created for myself is available for download as well! #contentchat https://t.co/UVWgCcsatK
— Jessica Thiefels | Mindset + Marketing (@JThiefels) October 26, 2020
Adjust your strategy based on the success of your existing posts. Jason recommends having an archive of posts that performed well to serve as a model for what type of content the team should post.
Once you’ve got it out there, do you track what you put up and on what channels in any sort of an archive, or just in terms of reading analytics reports. I’ve often wondered if anyone has found value in keeping an internal archive of posts. #ContentChat
— Derek Pillie (@derekpillie) October 26, 2020
I keep an archive of posts that have performed well in terms of engagement & conversions. Keep those to see what worked well so we can insert a similar strategy into future posts.
Outside of that, it’s all analytics#ContentChat
— Jason Schemmel – Speaker & Twitch Streamer (@JasonSchemmel) October 26, 2020
That’s so helpful when you have new team members come on board. That way you can show them great examples of what works. Versus just strategy/theory without context. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) October 26, 2020
A1: It’s according to the client, but generally we use an editorial calendar about 90 days at a time. We then look at the data and adjust. #ContentChat
— John Cloonan (@johncloonan) October 26, 2020
Q2: For companies with a social media team, what structure/approval workflow do you recommend to ensure a system of checks and balances?
For many companies, the social media “team” is just one person or a collection of people with loosely defined responsibilities. Whoever is designated the “lead”, though, should have a clear understanding of the brand voice and be able to confidently post relevant content.
A2a: This one is tough! I think it completely depends on the size of the organization. There should be some level of trust with the person managing the channels, but I understand that person may need review while they’re getting their social sea legs, so to speak. #contentchat
— Melanie Graham (@WriterGirlMel) October 26, 2020
That said, we recommend that you have someone available to review and check draft social media content for consistency with the brand voice.
A2) Depends on the size of the “team.” Most social teams are a team of 1…or marketing is responsible for taking it on w/out any one dedicated person to it
Ideally, someone is responsible for creating the content & another approving, checking for brand tone & voice#ContentChat pic.twitter.com/U7GBJzeIG6
— Jason Schemmel – Speaker & Twitch Streamer (@JasonSchemmel) October 26, 2020
A2b) This way, you have someone you trust creating/posting all of the posts, but you have someone else who’s in tune with the brand standards checking the content to ensure it fits with what should be published by the brand.#ContentChat pic.twitter.com/DTzIHNDfTX
— Jason Schemmel – Speaker & Twitch Streamer (@JasonSchemmel) October 26, 2020
“Social media team” 😂#ContentChat
— Dan Goldberg (@Jonas419) October 26, 2020
A2: I come from a journalism background so my bias toward social media teams is the newsroom model… Copy / Creative / “Beats”. And as Jason indicated, it has to scale for the size of your team. #ContentChat
— Derek Pillie (@derekpillie) October 26, 2020
For client accounts, you may consider having a more thorough review process before content can be posted.
A2: As an agency, we don’t post anything the client hasn’t seen. We insist that they designate two approvers to whom we give access to the scheduling tool. If they don’t touch it, it doesn’t hit the street. #ContentChat
— John Cloonan (@johncloonan) October 26, 2020
A senior manager is an ideal person to provide a social copy review, especially because they have a more holistic view of what is getting posted across all of the brand’s channels.
Having a senior manager taking one last look at content before it goes live also helps inadvertently stepping in it by posting something that gets contradicted in another channel. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) October 26, 2020
Small teams can discuss social media in other company meetings to align on strategy and address any hurdles the team is facing.
A2) #contentchat Great question! We’re a small team, but we have meetings every Monday to go over what’s happening for the upcoming week & then chat regularly throughout the week. We also have a high level of trust, so if we share ad-hoc we know it’ll be good 😉
— Diana Richardson🍷 (@DianaRich013) October 26, 2020
Just ensure that your approval process is not impeding your team from actually posting content, and adjust your strategy as you encounter new challenges and learn what works best for your audience.
A2. Find what works for you! Having a quicker approval time can give your social team more opportunities for success! While a quick approval process can also lead to sub par damage control. Find your balance and include your social team in the convo. #ContentChat
— Kevin Berry (@KBerryMS) October 26, 2020
Some tools even have built-in assignment and approval functions, like HubSpot and Hootsuite, to assist with this process.
A2b: I’ve had good luck with CRMs and social tools have an assignment and approval function. It helps organize and standardize workflow. @Hubspot and @hootsuite are two I’ve used in the past. #ContentChat
— Melanie Graham (@WriterGirlMel) October 26, 2020
Q3: What are the common mistakes you see companies make when amplifying their content on social media?
One of the worst things a brand can do on social media is post the exact same content across channels. A documented social strategy should explore each channel’s audience and their unique needs to help keep content relevant.
A3: Posting the exact. same. content. on. every. channel. Audiences differ so much from channel to channel and each one requires a message that speaks to their needs and interests. #contentchat
— Melanie Graham (@WriterGirlMel) October 26, 2020
Each social platform caters to a different demographic of audience…different interests…different expectations in terms what content should be there
Posting the exact same thing just makes you look like you don’t know what you’re doing.
Who wants that reputation?#ContentChat— Jason Schemmel – Speaker & Twitch Streamer (@JasonSchemmel) October 26, 2020
It’s also often due to a lack of a documented social strategy that differentiates the approaches for your various channels. But I digress! #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) October 26, 2020
A3: Understand that each platform is different. Even the subsections are different. Don’t make the mistake of posting copy-paste message everywhere. Disney learned it the hard way after the passing of Chadwick Boseman. Left them looking really insincere. #ContentChat
— Jette-Mari Anni (@JetteAnni) October 26, 2020
It gets even sketchier on forums like Reddit or Quora. Get caught marketing yourself there, and and you’re a pariah forever #contentchat
— Dan Goldberg (@Jonas419) October 26, 2020
On a similar note, it can look bad if a company activates its employees and social media influencers by having them post the exact same content on each of their feeds at the same time. Provide a variety of sample messages, or instead provide information that enables them to craft their own content (if they even feel compelled to share it, as you should not force people to participate on social media if they are uncomfortable doing so).
…and loading that same content into an “employee social amplification tool” and having them blast it out on THEIR channels at the exact same time…
*cries*#ContentChat pic.twitter.com/qLh6AEF6lz— Erika Heald | Content Marketing Expert (@SFerika) October 26, 2020
What’s that term again? “Adding to the noise”? 😜#ContentChat
— Jason Schemmel – Speaker & Twitch Streamer (@JasonSchemmel) October 26, 2020
A3 Giving instructions so precise that every employee posts the exact same message #ContentChat
— Dan Goldberg (@Jonas419) October 26, 2020
A3 Forcing people who are uncomfortable with social to participate. We have 3 tiers: write a post, like or share our post, or do nothing. Encourage but don’t require. #ContentChat
— Dan Goldberg (@Jonas419) October 26, 2020
Hashtag- or trend-jacking is another mistake brands make on social media. Before you use a hashtag, ensure you understand its full meaning/significance. Also, be careful about posting about a new or trending topic until the full scope of the topic is understood.
A3. Trying to jump on a trend they don’t belong on. #ContentChat pic.twitter.com/7ECTbSzhwJ
— Kevin Berry (@KBerryMS) October 26, 2020
We see that every so often with brands spamming the #ContentChat hashtag with entirely off-topic things too.
— Erika Heald | Content Marketing Expert (@SFerika) October 26, 2020
Yes – I remember someone calling this “hashtag hijacking.” Especially in healthcare, we try to be extra careful about the hashtags we’re using to make sure it’s not insensitive or inappropriate. #contentchat
— Melanie Graham (@WriterGirlMel) October 26, 2020
A3: #contentchat Jumping into or onto trends or news stories 3 seconds after they hit the social sphere. Sometimes, you just don’t know how those things are going to play out & it’s better to be a little slower then offend or worse!
— Diana Richardson🍷 (@DianaRich013) October 26, 2020
Right? If you aren’t running a newsroom, don’t try to break the news! #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) October 26, 2020
Other more blatant mistakes on social media include being tone-deaf, which includes using certain dates of significance (specifically anniversaries of tragic events) to try and make a sale.
A3)
– Tone deaf
– Scheduled posts come across as disrespectful b/c of something new that happened that wasn’t an issue when the content was first scheduled
– Copying “best practices” verbatim & expecting similar results
– Tone/Voice isn’t consistent across platforms#ContentChat pic.twitter.com/PrDDAAogWT— Jason Schemmel – Speaker & Twitch Streamer (@JasonSchemmel) October 26, 2020
A3b)
Or my personal favorite…blatant disregard for the respect of others just to make a buck.My favorite example is an oldie but a goodie: a 9/11 “sale” run by a mattress company. *Cringe Warning* -> https://t.co/W1zxrboNHQ#ContentChat
— Jason Schemmel – Speaker & Twitch Streamer (@JasonSchemmel) October 26, 2020
And always ensure you have clear communication between departments so that you are not promoting content that is no longer relevant or are doubling up efforts.
A3 Not having clear communication between the different departments working in tandem to promote the content, and not having communication set up to the department that will take the workload of what is being amplified
-Alyx#contentchat— Charlie Appel Agency (@ColfaxInsurance) October 26, 2020
Q4: How can brands ensure a consistent voice on social media without sounding repetitive or robotic?
First, define and document your brand voice and social media strategy for each audience and channel. This will serve as guidelines for how your team should post. Include examples of “good” and “bad” content to demonstrate the voice and style you are looking to achieve.
A4: Start by defining your brand voice, then define and document your social media strategy, by audience and channel. #ContentChat https://t.co/WDr43ePfVh
— Erika Heald | Content Marketing Expert (@SFerika) October 26, 2020
A4: I’ve also seen social strategies and brand guidelines that give examples of good vs. bad social content, often from the brand’s own posts. #contentchat
— Melanie Graham (@WriterGirlMel) October 26, 2020
Great point, define your brand’s voice. Not every brand can or should pull off Wendy’s voice. #ContentChat
— Kevin Berry (@KBerryMS) October 26, 2020
Not everyone should try to BE like Wendy’s. That’s part of why their Twitter is crazy good. Hardly anyone does it like they do!#ContentChat
— Jason Schemmel – Speaker & Twitch Streamer (@JasonSchemmel) October 26, 2020
With these guides in place, empower your team to experiment with different post styles and trust that they will not veer off-brand.
A4. It starts with trust. Give your social team or manager a little trust. Have an understanding what type of content is ok with less restrictions, but loosen the reins a bit.
Some brands will always just want to stay robotic and “safe” in their eyes.#ContentChat
— Kevin Berry (@KBerryMS) October 26, 2020
A4: #contentchat set standards & make sure the SMM team is aware. It’s tricky if the tone of voice isn’t your own, but as marketers, we have to be able to adjust. Also, having multiple people on the team can help spice up the perspective & creativity while staying on brand.
— Diana Richardson🍷 (@DianaRich013) October 26, 2020
Engaging with your audience in real-time will also show authenticity, and be intentional about how you follow and interact with.
A4.
Write some of your posts (especially responses!) in the moment, vs. scheduling everything #contentchat— allison ryder (@allisonryder) October 26, 2020
A4c) In today’s age of disinformation & the political scene, people are *VERY* cautious & intentional about who they follow & interact with.
Building those relationships, over time – with relevant, relatable, and/or valuable content – will work wonders for brands.#ContentChat
— Jason Schemmel – Speaker & Twitch Streamer (@JasonSchemmel) October 26, 2020
The goal is that your audience will be able to recognize content that is yours without seeing your brand name.
A4: Choose something that will always be in every message, picture, post. Think Nike: they never have to show you their name. You’ll understand it’s them from the first seconds. #ContentChat
— Jette-Mari Anni (@JetteAnni) October 26, 2020
And if you’re looking for some of the latest research on social media trends, check out the report that Jason links to:
A4b) Case & point: check out #6 on @Talkwalker‘s & @HubSpot‘s Social Media Trends for 2021 report: https://t.co/q064VCxqNl#ContentChat
— Jason Schemmel – Speaker & Twitch Streamer (@JasonSchemmel) October 26, 2020
Q5: What are some ways to share company content on social media without coming across as self-promotional?
Inherently, sharing your own content is promotional. But, if you approach your content through the lens of “how can this provide value for my audience or meet their needs,” you can craft more authentic content.
A5a: Sharing your own content is promotional. But how you approach doing so doesn’t have to be! Rather than selling someone on consuming your content, give them a kernel of value in your social content that benefits THEM in addition to that promo element. #ContentChat https://t.co/iIu48IMXwu
— Erika Heald | Content Marketing Expert (@SFerika) October 26, 2020
A5) Again, publishing content that is relevant, relatable, and/or valuable to your audience.
Not everything needs have a plug or promotion tied to it.
You wouldn’t listen to a conversation w/ someone who only talked about themselves. Your audience won’t, either!#ContentChat pic.twitter.com/liYyun7CTU
— Jason Schemmel – Speaker & Twitch Streamer (@JasonSchemmel) October 26, 2020
A5: #contentchat Communicate what’s helpful. Share the tips from the content in the post & if the users wants more info then they can click into the content. Try educating via social media a little bit w/ the goal being to drive traffic to your content
— Diana Richardson🍷 (@DianaRich013) October 26, 2020
A5. If you lead with the value prop (like a useful nugget from a blog post), it should be valuable to your audience. Top-of-the-funnel content is about education over self-promotion anyway (she says idealistically) #contentchat https://t.co/A50apD0HWD
— allison ryder (@allisonryder) October 26, 2020
A5: Always keep the needs and pain points of your audience in mind. Are you sharing content that’s easing a burden or answering a question? Find that angle. #contentchat
— Melanie Graham (@WriterGirlMel) October 26, 2020
Tie back to a personal element in your posts, and encourage your brand ambassadors to do so as well.
A5b: For example, ask employee brand ambassadors who reshare brand content to pull out a quote that resonated and to share why, or to relate what they are sharing back to a personal story or perspective. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) October 26, 2020
A5c: You’ll see how @Twitter is actually embracing this as a best practice. Now, instead of making it harder for you to add in a comment when you RT, the default RT prompts you to add a comment with your RT. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) October 26, 2020
Blend conversational content (including replies) and strategically align with relevant conversations in your space that are already happening.
A5b) Focusing on some conversational content, or replies, lets people know you are actively engaged and that you care about them.
Going back to #RelationshipMarketing, if you make people feel like they’re a priority…they’ll make YOU a priority.#ContentChat
— Jason Schemmel – Speaker & Twitch Streamer (@JasonSchemmel) October 26, 2020
A5: Participate in what is already happening and make it your thing. This way you will be in relevant conversations without dominating- you’ll be relatable and always on people’s minds! #ContentChat
— Jette-Mari Anni (@JetteAnni) October 26, 2020
Giving an inside look at your company can also show the human element behind your brand.
A5. People love inside looks or giving a spotlight on your employees. Not really self promotion, but appreciated company focused content. #ContentChat
— Kevin Berry (@KBerryMS) October 26, 2020
And Jason shares a helpful article on how 30 brands are engaging with their audiences:
A5c) I would suggest looking at ways you can have some fun, or off-the-cuff, or insert some personality into your content.
Need examples? This articles shows how 30 brands incorporated some interesting strategies to engage their audience: https://t.co/RYuklk5XV4#ContentChat
— Jason Schemmel – Speaker & Twitch Streamer (@JasonSchemmel) October 26, 2020
Q6: How can companies use live video and streaming capabilities to build relationships with their audience?
Live feeds can be incorporated into your everyday content production. Consider streaming any podcast recordings, behind-the-scenes looks at your company, AMAs or Q&As with your team, and more. The community shares their full recommendations below:
A6: You can incorporate live feeds/audiences into everyday content production. For example, when I co-hosted a podcast, we recorded it as we hosted a live stream of the conversation, and responded/reacted to key audience questions and comments in real time. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) October 26, 2020
Even as you’re producing content…showing the behind-the-scenes is something audiences love to see.
It humanizes your team and brand because it shows, in some cases, that you are just like them!#ContentChat
— Jason Schemmel – Speaker & Twitch Streamer (@JasonSchemmel) October 26, 2020
A6) Live video/stream is a pure form of content because it’s unedited & mistakes can happen…and that’s okay b/c it makes them personable!
Livestreams are great for AMA’s, Webinars, Product/Service demos, Sharing News, or just conversing with your audience!#ContentChat
— Jason Schemmel – Speaker & Twitch Streamer (@JasonSchemmel) October 26, 2020
A6b) What better way to show your brand’s personable side, than by showing the people behind the brand?
Even doing an interview livestream with a colleague who’s an expert on your product/service can be fun & interesting to your audience!#ContentChat
— Jason Schemmel – Speaker & Twitch Streamer (@JasonSchemmel) October 26, 2020
It’s also great experience for your colleague! I am often asked how execs can get their feet wet with gaining practice for being part of livestreams or streamed live panels, and this is a high-impact but low-stress way IMHO. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) October 26, 2020
A6: #contentchat I want to do this more!!! But it’s great if you are at a conference (even online), want to demo something new, have a fun announcement or contest – live video is fun!
— Diana Richardson🍷 (@DianaRich013) October 26, 2020
A6. Think what content would be good live and can you pull it off without editing? Then just like everything on social media it will take some trial, error, and analysis. #ContentChat
— Kevin Berry (@KBerryMS) October 26, 2020
A6: I think live video is a great format for SME Q&As, conferences, announcements or just showing a lighter side to your brand. It’s fun and audiences like a behind-the-scenes POV. I love live content and hoping we can bring more of this to @WriterGirlAssoc! #contentchat
— Melanie Graham (@WriterGirlMel) October 26, 2020
A6. AMA-style Q&As could work well… more 2-way than broadcast, or a live video giving someone a tour of something they wouldn’t otherwise see. I’m even thinking of my dog’s rescue group that now livestreams on FB so people can get an early glimpse of their pet #contentchat https://t.co/j0x8o2vhD6
— allison ryder (@allisonryder) October 26, 2020
This @HubSpot list isn’t new, but it’s spot on https://t.co/yJTKaSfa7u Love how responsive @JetBlue is — they’ve resolved like all of my customer service issues while i was in flight.#contentchat
— allison ryder (@allisonryder) October 26, 2020
Keep in mind that your early streams may have few or no viewers, and that’s OK! Just keep streaming and becoming more comfortable with the process, and your audience will grow with time (as long as you’re streaming content relevant to their needs and on a channel that they are engaged on).
A6 Out of my comfort zone. How do you make sure you don’t livestream to no one and look silly? #contentchat
— Dan Goldberg (@Jonas419) October 26, 2020
I livestream on Twitch as a hobby and I streamed to NO ONE for several weeks before I started earning viewers.
It’s one of those things where it’s only weird if you make it weird.
Plan on having talking points to discuss so you always have something to talk about.#ContentChat
— Jason Schemmel – Speaker & Twitch Streamer (@JasonSchemmel) October 26, 2020
When you start out, that’s exactly what you’re doing…but that’s okay as it will help build confidence in front of the camera (which takes time).
Then, when people start showing up, you already start looking like a natural!#ContentChat
— Jason Schemmel – Speaker & Twitch Streamer (@JasonSchemmel) October 26, 2020
Q7: What tools help in building relationships with audiences on social media (including built-in tools on each social media channel)?
Erika recommends Sprout Social because it keeps a history of your conversations with a person/profile, and Melanie says HubSpot has similar features…
A7: I love how @SproutSocial shows you the previous conversations you’ve had with a profile when you are using the platform, so you can take that context into consideration in your reply. That also helps w/maintaining a consistent voice. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) October 26, 2020
This is such a helpful tool. If I remember correctly, @Hubspot also did a good job tracking social profiles with your customer base. #contentchat https://t.co/XnG5ASzpuE
— Melanie Graham (@WriterGirlMel) October 26, 2020
Shane recommends Twitter Chats (and we agree!)…
A7 Tweetchats for the win! #ContentChat
— Shane Shaps (@520eastbrands) October 26, 2020
Martin stresses the importance of social listening and actively paying attention to your community, and Jessica recommends searching through hashtags daily…
A7 The one “tool” that gets overlooked is simply listening. Actively paying attention. There is no “hack” for being interested in what your community is talking about. #contentchat
— Martin Lieberman (@martinlieberman) October 26, 2020
A7. I’m so manual and just all about tuning in each day and using hashtag searches to see what’s happening on each platform! #contentchat
— Jessica Thiefels | Mindset + Marketing (@JThiefels) October 26, 2020
But Jason recommends getting a tool to help with social listening and hashtag tracking, because both can become time-intensive.
A7: Basically any tool that offers some kind of social listening or tracking (like hashtag tracking) so you can keep track of what people are saying is helpful.
Social listening can be hard for some as it can get expensive in a hurry if you’re not careful.#ContentChat
— Jason Schemmel – Speaker & Twitch Streamer (@JasonSchemmel) October 26, 2020
Kevin recommends branded items and other rewards or incentives for your audience.
A7. Branded items are a great way to reward or incentivize audience members! #ContentChat
— Kevin Berry (@KBerryMS) October 26, 2020
On a related note, LinkedIn Live has the potential to help build relationships with your audience, but several of our community members feel that LinkedIn has been dwindling in engagement.
Related to Q7/A7, anyone have any feedback on the tools (for live broadcast, reporting, etc.) inside LinkedIn live they’d share? @JasonSchemmel #contentchat
— allison ryder (@allisonryder) October 26, 2020
So far, I’ve only had one client commit to doing LinkedIn Lives, and I wasn’t part of the execution on it. I don’t love that some of them allow you to pre-record your “live” content and they stream it out at your scheduled live time. That misses the boat to me. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) October 26, 2020
Having just one some quarterly client reporting, I am seeing a lot of social media fatigue on LinkedIn, with a lot less engagement beyond reactions than usual. Maybe many people used it to fritter away time at work and are now swamped juggling things as they WFH? #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) October 26, 2020
That’s why I laughed at “social media team.” Social media + content + SEO can be pretty overwhelming #contentchat
— Dan Goldberg (@Jonas419) October 26, 2020
It absolutely is. Even to seasoned veterans in the space!#ContentChat
— Jason Schemmel – Speaker & Twitch Streamer (@JasonSchemmel) October 26, 2020
I’ll be honest, LinkedIn – for me – is a tough one because I’m primarily B2C which isn’t what LinkedIn is best for, so I don’t use it as extensively as others such as Twitter & Instagram.#ContentChat
— Jason Schemmel – Speaker & Twitch Streamer (@JasonSchemmel) October 26, 2020
Fair. I feel like the targeting is sophisticated but also limiting in some ways. I think Instagram will (is?) slowly take over the world anyway #contentchat
— allison ryder (@allisonryder) October 26, 2020
Agreed. They limit how often brands can reach you with promo messages (which is nice), BUT too often the quarterly paid InMails I receive are so not of interest to me. I feel bad for the marketer whose budget $$ was wasted. #ContentChat
— Erika Heald | Content Marketing Expert (@SFerika) October 26, 2020
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