We just started working with a mid-size software company and, in digging in to build their marketing system, it quickly became clear they had no real social media integration.
Sure, they had several Twitter accounts, many of their top folks were on LinkedIn and there was a Facebook page, but nothing was connected, no routine was established and certainly no strategy existed for taking advantage of the fact that their clients were increasing social.
In order to get them taking advantage of the strategy we were to recommend we first had to get social more deeply integrated into their daily work processes.
My experience is that this scenario is still quite commonplace – even as the buzz and hype around social has died down a bit.
So, since we needed to basically start from scratch to help them employ a routine for listening and sharing internally and externally, I thought I would document a bit of the process we put them through as it could be a good starting place for many organizations.
1) Created a list of industry related blogs that included publications, influencers, journalist, clients and competitors and set up subscriptions in Feedly RSS reader. (Used IFTTT recipe to make it easy to tag content to Salesforce Chatter)
2) Created list of alerts for key terms, brand names, clients and topics in Talkwalker and Mention. (I like to use both as they seem to pick up different things)
3) Set up Hootsuite for marketing team with Saleforce app integration. Used TacticsCloud tool to create and upload Twitter list of clients, journalists and influencers
4) Created Buffer account and added Buffer bookmarklet for scheduled sharing of content from Feedly or the web to all social networks.
5) Located and Liked Facebook pages of clients, prospects, publications and journalists.
6) Located and joined a number of active and relevant LinkedIn Groups and followed several industry related channels in Pulse.
7) Added mobile apps for Feedly, Hootsuite, Twitter, Facebook and LinkedIn
8) Created Cyfe dashboard for single reporting interface to monitor and measure ongoing social media impact. (Also created some custom segments in Google Analytics and integrated it with Cyfe)
This basic set-up doesn’t get into the daily and weekly amplification, sharing and posting routine that we are also working to install, and there certainly are other more sophisticated ways to set this up, but this is a fairly simple and repeatable plan to work from.
