How to Use Online Forms to Coordinate Your Social Media Strategy
It’s no longer a question of whether you need a social media strategy because social media has become a big part of brand building and content marketing.
While social media strategies should be tailored to the particular business, the overall content marketing can be envisioned as a pyramid. At the bottom are the most frequent, more effortless bits of content (like Tweets). As you move up, you build layers of progressively more involved content that are published less frequently. Your flagship content – the high-effort products like white papers and eBooks that are created on a more intermittent basis – are at the very top of the content marketing pyramid.
In the early days of social media, posting to sites like Twitter and Facebook was largely an afterthought. Then people started realizing what a well-managed social media strategy could create in terms of brand-building.
A Typical Social Media Workflow
Step one in developing a social media strategy is kicking off the project and making sure everyone understands your organization’s policy about what is and isn’t appropriate to post, and who is allowed to post. Choosing your social media sites should be strategic as well. Create accounts on all the major social media sites, but pick two or three on which to focus initially. The ones you choose should depend on your target audience and the products or services you offer.
Creating compelling, concise social media messages, preferably with video or image content is essential to social media success, as is choosing hashtags for each social media campaign. Periodically you will want to review your social media campaign posting schedule. When you create online forms that prompt your social media managers to complete all steps methodically, you won’t have to worry about miscommunication or lack of cohesion among social media posts.
Managing Social Media with Workflows
The overall social media management workflow involves determining who on your team takes responsibility for which tasks. You may assign one person to post on one platform and another person to post on another platform, for example. Or, you could have someone in charge of posting on all platforms, have someone else curate relevant content for sharing, and a third working on hashtags and analytics. There are many ways to approach it, but it’s important that you have a consistent workflow.
Though your specifics will be unique to your organization, expect a time breakdown similar to the following:
|Task||Time to Devote to Task|
|Research / planning||2 hours per week|
|Content creation||1.5 hours per day, or 7.5 hours per week|
|Content curation||3 hours per week|
|Content sharing||1 hour per day|
|Interaction with audience||30 minutes per day|
|Campaign monitoring and analytics||1.5 hours per day|
Online Forms Can Connect into Logical Workflows
If you are building online forms for designation of new hashtags, and then another for documenting daily posts, you could link these forms together into workflows. For example, at the beginning of the week, your hashtag person could submit hashtags using an online form to the people who write content. When posting content, your content people can notify the appropriate person when a post goes live, so they can then monitor posts and start submitting additional hashtags. Giving everyone on your social media team a high-level view of social media workflows helps keep posting, monitoring, analytics, and reporting on a predictable schedule.
Consistency Is a Major Key to Social Media Success
Many don’t realize how much work goes into a successful social media campaign. One of the worst things you can do is to let your social media presence fizzle out over time. Online forms and workflows help ensure consistency in social media posting and analysis so you can fine tune, plan ahead, and ensure there is a steady flow of content to all your social media properties. It takes time to build a strong social media presence, but when you develop a process and fine-tune it periodically, you will reap the benefits.
PerfectForms isn’t just online form software, but an entire workflow management software solution that allows non-technical users to create custom online forms and workflows for just about any business process you can think of, including social media management. And you can try it for free by signing up for a trial! Imagine where PerfectForms can take your social media strategy.
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