Catalyst S+F: Managing Your Brand's Social Campaign - Part 2 - Ryan Huber

Part 2 Beyond simple posts amp8211 What capabilities do social platforms provide that can differentiate you from your competitionMore and more brands are flocking to social media with high hopes of leveraging this new medium to engage users and increase brand recognition Unfortunately most brands don39t fully understand the dynamics behind social media and end up running a campaign that gets mediocre acceptance and fails to meet expectationsTo expand upon this most brands flock to Facebook and Twitter specifically because they see their competitors there While I can appreciate not wanting to be leapfrogged in the market but there39s a lot to take into consideration before initiating a social campaign Over the course of five posts this is part two I will be diving into the social fundamentals to help you better understand plan implement and measure your next social campaign1 Why do your customers use social media2 Beyond simple posts what capabilities do social platforms provide that can differentiae you from the competition3 Why would your customers want to engage with your brand on a specific social medium and what should you say4 How do you successfully plan out a social media content calendar5 How to measure the success of your social media campaign and what tools should you leverageBeyond simple posts amp8211 What capabilities do social platforms provide that can differentiate you from your competition Overcoming the social noise and ensuring your voice is heard is becoming an increasingly more difficult task for brands Luckily social platforms provide additional functionality beyond simple posts via an application programming interface API brands can leverage to engage their audience at a deeper level Developers have been building tools on top of social APIs for years now so there39s an abundance of apps you can immediately implementJust about every social network has some sort of API but for the sake of this post we are going to focus on Facebook and Twitter It39s important to understand the difference between Facebook and Twitter when it comes to 3rd party applications Facebook apps tend to be more about enriching content expanding user functionality and adding additional social touch points and increased organic growth Twitter apps on the other hand are more focused on understanding your audience trends and discovering followers like youFacebook amp8211 Basic AppsA ton of Facebook apps have already been developed you can find a complete list in Facebook39s App Directory While most don39t apply to brands there are a few that make a perfect addition to a brand39s page While I will be covering a few apps to take a look at it39s important to understand your brand39s goals and objectives firstYouTube If you host video content on YouTube this app is a must have for your Facebook Page Adding this app will create a new tab in your Facebook Page and will pull all your YouTube video clipsPoll A great way to engage your users while finding out more about them is through polls The Poll app provides brands the ability to quickly and easily create and deploy a poll within its Facebook Page Users can also share polls with their friendsLivestream The simplest way to broadcast your events live on the Internet Facebook Page and to mobile devices Facebook chat and an integrated video library have also been integrated ensuring your audience is engaged before during and after your live broadcast Fans can invite friends share and even add your channel to their profile tabs for maximum viral distributionReviews This app allows your fans and customers to leave honest opinions about your business Reviews lets your prospective fans know what to expect with you and can influence people interacting with your businessStatic FBML This app allows your brand to create a custom tab within your Facebook Page This application will add a box to your Page in which you can render HTML or FBML Facebook Markup Language for enhanced Page customization Some good examples of Static FBML apps are Oreo Disney and SkittlesFacebook amp8211Social PluginsFacebook also has a suite of tools that help promote your Facebook Page on your website and other web properties These Social Plugins allow your users to see what their friends have liked commented on or shared on sites across the web From FacebookLike Button The Like button lets users share pages from your site back to their Facebook profile with one clickActivity Feed The Activity Feed plugin shows users what their friends are doing on your site through likes and commentsRecommendations The Recommendations plugin gives users personalized suggestions for pages on your site they might likeLike Box The Like Box enables users to like your Facebook Page and view its stream directly from your websiteLogin Button The Login Button shows profile pictures of the user39s friends who have already signed up for your site in addition to a login buttonRegistration The registration plugin allows users to easily sign up for your website with their Facebook accountFacepile The Facepile plugin displays the Facebook profile pictures of users who have liked your page or have signed up for your siteComments The Comments plugin lets users comment on any piece of content on your siteLive Stream The Live Stream plugin lets your users share activity and comments in realtime as they interact during a live eventTwitter AppsTwitter apps are more focused on understanding your audience and conversation I39ve found Twitter apps to be more time consuming to research and harder to quantify from a value add perspective One post that has helped me in this process is The Only Twitter Application List You39ll Ever Need A more detailed list of Twitter apps can be found on the Twitter Fan WikiWefollow Provides a good understanding of influencers based on category Additionally WeFollow allows you to identify influencers based on topics The first step in building a successful Twitter following is to follow the right people and inject yourself in the conversation Wefollow is a great tool to achieve thisKlout This is a great site for understanding the social influence of specific Twitter users Klout breaks a Twitter user down based on a number of criteria amp8211 score amplification true treach etcTweetdeck Tweetdeck is a great desktop application for monitoring Twitter usage trends and keywords Additionally Tweetdeck offers a directory identifying influencers based on specific categoriesTweetRiver TweetRiver is a powerful tool by Mass Relevance for displaying curated Twitter content If your brand has a store location or does local events TweetRiver is a great tool to create relevant engagement for your audience TweetRiver lets you bring in Tweets based on keyword geographic location Twitter accounts Twitter lists followers and other user specified criteriaTwitter amp8211 Web PluginsSimilar to Facebook Social Plugins there are a number of 3rd party Twitter plugins that allow you to inject the conversation into your blog or website If your blog is built on WordPress there are a number of Twitter plugins that are specifically designed for this platform If you39re looking for a web plugin for your website Juitter is an easy plugin that doesn39t cost any moneyMake sure to tune in to Part 3 Why would your customers want to engage with your brand on a specific social medium and what should you say You can read Part 1 hereRyan Huber is an entrepreneur high tech marketer salesman product guy and a bit of a dreamer There39s nothing more exciting in my eyes then taking an idea and making it a reality He can be reached at ryancatalystsfcomRead all Ryan39s MediaBizBloggers commentaries at The Marketing Capital ReportCheck us out on Facebook at MediaBizBloggerscomFollow our Twitter updates MediaBizBloggerMediaBizBloggers is an openthought leadership blog platform for media marketing and advertising professionals companies and organizations To contribute contact Jackmediadvisorygroupcom The opinions expressed in MediaBizBloggerscom are not those of Media Advisory Group its employees or other MediaBizBloggerscom contributors Media Advisory Group accepts no responsibility for the views of MediaBizBloggers authors

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