The first step is to write down the playbook. What are the rules that everyone must abide by? In the article How Good Is Your Social Business Governance, we look at how “an integrated system of people, policies, processes, and practices that defines organizations structure and decision process to ensure effective management of social business at scale”1. The NYT recently evaluated their policies and put together a docket on how to behave and how not to behave on social media for their employees to follow2. Make sure they are trained on any governance policies you have. Adopt governance policies to include plans for how to handle any issues that arise from employees misusing.
Policies to handle crises
Crisis management starts with planning. According to Hootsuite, one of the largest social media monitoring companies. “Having a company-wide plan in place will empower you to act quickly and effectively when a crisis begins”3. Certain things to think about include acting fast and letting people have their say according to HootSuite. If an employee does go rogue and creates a crisis, focus on trying to control the situation and manage the employee internally says Nicole Matejic4, an expert in social media crises.
Rejuvenate your email marketing with dynamic content
Create ‘dynamic’ emails that utilize technology integrating your back end systems with the content that appear in your email campaigns. For example, when opening a promo email from Open Table, the contents of the email will change based on current restaurant availability at that time5.
Enhance your martech stack
Only one tool to for social media might not cut it anymore. If you are looking to do more with social, perhaps look at other tools you can add to your ecosystem. Perhaps see what tools are currently integrated with the one you are currently using. Look at splitting social media posting with social media engagement. For example, Local Measure is a geo-based monitoring tool that could be used in conjunction with HootSuite a posting tool.
User generated content initiatives
Find ways to get your users more engaged. Get them to create alongside you. Remember the bucket challenge to support ALS? Since then, many brands like Coca-Cola and Netflix has found ways to get their users engaged. Create a competition that gets your creative audience making things about your brand.
Find cheap ways to personalize your site with chatbots
Chatbots are programs that generate conversations with visitors on your website based on pre-determined questions and answers that might come up. In a Venture Beat article, the author states “ultimate personal experience’ is simply a conversations between your customer and a knowledgable, friendly person within your organization”6. Chatbots are actually not that expensive or complicated to build. You can use platforms like Dexter to build your own chatbots with limited development experience. Something a marketing team could use on their own.
Look to live stream
There is something special about live streaming on social media. Your audience is engaged and they are involved in the moment. You are connecting with your audience directly. Find a way to incorporate a new product launch. Live streaming can be a cost effective way to build up your social media presence according to a blog by Sprout Social7.