Why Your Social Media Manager Should Be Your Best Friend

“Breaking down the silos” is a phrase used somewhat tirelessly in the marketing and advertising industry; and while we’ve made great waves in facilitating more collaboration amongst teams, and building a holistic view of the customer, we still find that living in a silo-less world is much easier said than done. With our own KPIs and methods for optimizing in our channels, we sometimes miss opportunities to connect with others, in an effort to become enlightened to areas of mutual benefit and success.

As an experienced social and content marketer, I know what it’s like to become completely engulfed in your own environment. But I also know that gaining the perspective of others can amplify the impact I’m ultimately able to make. As I thought about this topic some more, as well as the ways our own agency has begun to think about aligning the objectives of social, content and search, I realized that more often than not, members of the social practice are often left out of the loop. In restructuring the strategy for how we look at brand and customer engagement, I’ve sometimes wondered, “Why is social so often an afterthought?” Well, I’m here to tell you that if you’re not tapping into your social teams’ tremendous audience insights, competitive intelligence (and general awesomeness!), there are certainly missed opportunities in your purview!

Take a look at why today, it’s more important than ever to make your social media manager (or team) your best friend:

  1. Social Data: There is a ton of data that exists in the social realm, thanks to the fact that modern day human beings spend multiple hours a day scanning and interacting on the likes of Facebook, Instagram, Snapchat, Pinterest, Tumblr and more. This means that your social team is going to have a whole lot of insight into your known customer base, as well as some interested audiences that you may not even be aware of. The nitty-gritty, granular kind of customer data we’re able to glean from social can be a huge asset to not just paid social efforts, but any type of paid advertising across the board. Of those insights we’re always looking at a complex range of:
  • Key interests
  • Top brands a person has engaged with
  • Top locations
  • What engages, inspires and motivates someone
  • What pain points exist for a person
  • Key sentiment drivers, including product or service, attributes, emotions and general behaviors
  • What a person wants, loves, needs and buys
  • Demographics for the most engaged users/customers
  • What channels people engage with
  • Timely events
  1. Competitive Intelligence: Being that we’re always looking for ways to better shape social content to ensure it resonates with audiences, we also constantly have our finger on the pulse of competitor strategies. We look at how competitors are:
  • Winning in social content
  • Driving social mentions and share of voice
  • Growing and cultivating their audiences

We also monitor….

  • Where they might be lacking, and how it can be leveraged to our brands’ advantage
  • Who their key influencers and contributors are
  • What their sentiment drivers are
  1. Conversation Insights: Social listening is a concept that has proliferated over time, but with the incredible tools and knowledge available today, we can use social to truly understand our customers’ wants and needs, and get down to the basis of who they are as people. In monitoring conversations in the social sphere, we can:
  • Understand and uncover common themes
  • Mine content for information on key awareness, recommendation, and conversion influence factors (like peers, pricing and promotions, and preferred products/services)
  • Track new opportunities
  • Understand insights for product innovation and lifecycle management
  1. Experience Insights: The way someone engages with social content can, and should inform your content marketing strategy at large. Social plays a tremendous role in the distribution of content, as well as increasing a brand’s visibility and social signals – this ultimately helps not only audience engagement and relationship building on social media, but it also impacts SEO performance.

With that said, in order for content to be share-worthy, it’s critical that the messaging not only be high quality, but that the creative assets supporting the text be impactful and compelling.  A strong social media manager will be able to provide incredible insights into what types of content they find perform best on social media and what types of creative assets (lengths of videos, text overlay on an image, aerial photography, etc.) will perform best, and encourage further social sharing.

Content strategists would be wise to share their goals/objectives with their social media managers, so that the team can understand from a holistic standpoint what they are trying to accomplish. This facilitates an environment of knowledge sharing, rather than working towards more singular, siloed success metrics. Ultimately, this kind of collaboration also helps to prevent any scenarios of tension or territorial disputes when content may be pushed out to a social media manager without prior approval. Respecting each other’s thought leadership will not only increase overall cooperation, but at the end of the day, it will also help create a much stronger customer experience across channels that can deliver better business results.

For more on this topic, as well as how marketers can think about integrating their content, search and social teams, check out this panel replay from the PMX Agency #ConnectxPerform Summit! PMX Agency Client Summit: The New Age of Content

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