When I recently took over the Lincoln Financial Distributors LinkedIn and Twitter social media accounts, I wanted to start designing a strategy where we could think about real time marketing, and incorporate that into our trimester campaigns. However, after being within the role for six months, it became clear to me that right time marketing may be what our organization needed.
Before I took over, our strategy was severely basic, as an intern had this position prior to my coming on board full time. In June of 2018 they were simply posting content when possible, meaning when marketing mangers would give them content they would plug it up onto our social media outlets, with no tracking, and no social listening of our audience being done. At this point we did not even have customer personas that we were trying to target. The process was simple, receive content and place it on our social media outlets so we had one post per each day of the work week, with no rhyme or reason to the posts content.
When I took over this position, due in part to the knowledge that I had already received in previous potions and in attaining my master’s degree, I knew we had to put a strategy in place. This is where I began to research real time marketing as it pertained to our business. I gained buy in from our strategic partners to work with social listening and scheduling software (Sprout Social), and gained buy in from our compliance and legal department to purchase media buys with our advertising team to target our specific customers that I created personas for. However, even though all these tactics were in place, it seemed that our legal department could not get behind the “real time” aspect of social media that I was trying to achieve for our social media accounts. From June 2018 to the beginning of August 2018 it seemed that our “real time” posts would miss the boat, occurring weeks after the viral situations had occurred on the rest of the social media sites.
Due to the severely long lengths of our legal and compliances processes, I deemed it necessary that we could no longer participate in real time social media instances, because it was bringing no value to our brand. However, this is when I learned about “right time social marketing”, coincidently from the article we were asked to read for our next class, “Why ‘Real-Time’ Isn’t Always the Right Time in Social Media Marketing”, written by Hootsuite. It was within this article that I found our social strategy needed to pivot and focus on right time marketing for our business. With that in mind I created a calendar to coincide with all the financial holidays (Life Insurance Awareness Month, etc.) and spoke with our content creators to make sure we had content ready to focus around these initiatives on our social media when the time came throughout the year. I can happily say that this approach has been working for the past two months, and we are continuing to gain followers on both our LinkedIn and Twitter platforms weekly.
So I pose the question, have you ever tried real time social media marketing, and did this work for your business? If it did not work, were you able to implement a strategy that incorporated right time social media marketing, and did this effect your business in a positive way?