During the COVID-19-provoked crises, social media and virtual spaces turned out to be the ideal channels to engage audiences, customers, and suppliers. To make the best profit from social media, these are the four managing strategies you should deploy.
- Create schedules:
Even though creating posting schedules is a frequent strategy in advertising and marketing areas, it’s a fundamental tool that allows you to plan all content to be published. When you create a posting schedule, the first piece of advice is establishing the terms and the subjects linked to your marketing strategy. For example, if you want to present your product benefits or how to purchase it during quarantine, ask yourself: 1) Which profit could people take from this info? 2) How long do I want to prioritize this info?
Here we have an example of how a basic posting schedule is. Download it.
- Tasks automation in social media.
Start configuring basic actions from automatic answers to chatbots. It’s important to automatize little actions in your profiles to improve your customer experience. Here, we have a to-do list to ease the automation process:
- Schedule posts: If you have a posting schedule and ready-to-go content, you can set up a date and hour for each post. There are two ways to do this: 1) using social media interface, as in Facebook or LinkedIn; 2) applying scheduling tools, like Buffer, Hootsuite, or Postcron.
- Automatize messages: Start putting default greetings on your fan or professional page settings. On Facebook, you can link chatbots that allow automatic chatting management and increase your conversion rate. Among these tools, there are chatfunel, wit.ia, botsi, both deployed without programming knowledge.
- Sync other apps: Treat your social media as one of the main attraction spots for your potential customers. That is why it is necessary to have clear action paths inside your profiles, such as purchasing a product, ordering a service, or accessing customer services. To optimize this process, you can add communication platforms such as WhatsApp or paying apps (e.g.: epayco or PayU).
- Create a crisis strategy:
This is a fundamental point because it would allow determining how to act when less desired situations occur. To implement a crisis strategy is necessary to evaluate which risks you want to prevent. You can use SWOT matrix (strengths, weaknesses, opportunities, and threats). After identifying the risks, it’s also necessary to consider how to respond to negative comments and mentions inside your strategy.
Consider this structure:
| Actions | | Vulnerable Comments | | Crisis Risk | Crisis |
- Use a report model:
Report management in social media is a fundamental tool to evaluate your progress. It’s a document with a detailed tracking of your communications campaigns, ads and messaging in any platform your organization is present, using stats and graphics. That is the reason we suggest you create a report template to see your improvements periodically. To manage a good template, consider:
- Time
- Frequency
- Investment per month
- Views
- Conversions
- CTR
- CPL, CPA, CPR.
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