Social Media Marketing

The modern approach to social media marketing is changing and requires a human touch. Social media presents exciting opportunities for brands of all sizes and industries.
As part of our mission to bring social media closer to brands and their followers, we’ve laid out what you need to know, along with great resources, and helpful links in order to get a full picture of the social media marketing landscape.
How do you execute a cohesive social content strategy? How do you ensure brand consistency across thousands of social pages and accounts? How do you effectively engage your growing socialcommunities? And, most importantly, how do you analyze and measure results?
These are just some of the questions that digital marketers are struggling to answer.

This hub exists to help you quickly source all the information and inspiration you need to stand out and make social media a priority.

What is social media marketing?

Facebook, Instagram, LinkedIn, Snapchat, Twitter … Brands simply can’t relate to the modern consumer without social media marketing.  But it is also a highly competitive landscape. Everyone is vying for attention in the world’s fastest-moving forum. Social media marketing encompasses all t

Social media is at the core of any successful marketing campaign. Putting social media into the marketing mix isn’t as simple as putting a string of 140 characters.  If there’s one thing that people who work in the world of social media can count on year in and year out, it’s that our industry will continue to change and evolve.
Brands simply can’t relate to the modern consumer without social media marketing.  But it is also a highly competitive landscape. Everyone is vying for attention in the world’s fastest-moving forum. Marketing your brand in today’s state requires careful planning, devotion to testing and gathering data, putting social as a customer experience objective, etc.

“The ongoing flexibility, support and guidance from the team at Falcon is second to none. It provides us with the reassurance that our global network, local subsidiaries, as well as partner agencies, are fully empowered to effectively engage in their social media efforts, and deliver on our strategic objectives.”

Martin Majlund, Digital Director, Carlsberg

Social Media Calendar

A social media calendar is one of the most important tools for a social media marketer, after coffee and bagels. The preparedness that social media requires comes first from knowing your own campaigns and important dates throughout the week, month, season, and year. There are important dates for every industry - whether that’s sports, fashion, travel, or a local brewery. Building an amazing calendar filled with important dates, content ideas, and campaigns - both paid and organic - are essential for any social media strategy. Here are some great resources to build your content calendar.

10 Steps to Building an Awesome Social Media Calendar.
Behind every great social media strategy, there’s a killer social content calendar. Here’s how to build yours.

The Social Media Calendar – Key to SMM Campaign Success.
Like a traditional editorial calendar, the social media calendar maps out every deliverable, deadline, and publishing date for every stage of your campaign. A well designed social media calendar is the key to success.

Building Your First Social Media Content Calendar.
A content calendar makes everyone happier, from your customers to your coworkers. Building your first one is a tough task.

Social Media Calendar - The Heart of a Great Campaign.
A social media calendar is essential to getting your campaign framework in order – here’s how to get started.

Using a tool to create a social media content calendar
Falcon provides and easy-to-use tool for all social planning in one intuitive calendar.

Social Media Management

With so many channels and an audience so wide, today’s social media landscape requires a constant upkeep and management. The number one strategic challenge for social marketers today is to align social goals with overall business objectives - across every network. If strategies are not aligned, you need to constantly tweak your campaign to bring them into order or risk sending out a cacophony of messaging.
Social media can give you a detailed picture of what an audience responds to, allowing you to create more selective and integrated brand messages as well as campaigns. Missing out on learning how customers experience your brand and your competitors can result in long-term wasted opportunities. Retrospective recovery work is very resource intensive, wasteful–and completely unavoidable.

Managing your entire social outlet requires a plan to be in place for different scenarios: success, failure, and emergencies. Being resourceful - whether it’s a full team or just having the right tools and plan in place - comes a long way. Here are a few must-haves for every social media marketing roles:
Eight Steps to Creating an Effective Social Organization. - For anyone giving social a go at scale, you know that it often requires tearing down internal organizational structures, and forces teamwork across business units and markets.

Maximize Your Time, Reach and Impact. - There’s a lot going on out there. With Falcon you can search social networks and the internet to find the right people to reach, opportunities to exploit and potential problems to avoid.

Social Media Analytics

The million-dollar question in the industry is figuring out how you can prove–and improve–social ROI. In order to quantify the success of your social media efforts, you need to answer two questions:
• What does success look like?
• How will you measure it?
Although social media networks have places and metrics where you can find out what’s working and what’s not, you often won’t see the full picture unless your “success” metric is Likes and Retweets. To measure the overall effectiveness of your campaigns, you need an analytics-first structure and the right tools in place.
The exact metrics used will differ depending on your need, but for maximum value, they should be aligned with your overall business strategy. Consider both branding as well as revenue-linked goals. Branding goals can include anything like increasing brand awareness and visibility, to growing positive brand sentiment, as well as building relationships with influencers.
Review your social media programs regularly to ensure that ROI is being maximized according

to your pre-defined goals. What made sense six months ago may already be outdated today. As a bonus, the blog posts below provide opportunities to identify ways in which your service can be improved.

How to Use Social Media Analytics to Reach Your Audience. - Make sure your content addresses the actual pain points of your customers. Be smart and use your data to make better decisions.
The Power of Now – How Real-Time Analytics Transform Social. -  Measuring in real-time can boost your social campaigns, enhance PR, and even net you elusive ROI.
The Importance of Social Media Analytics. - (Guide) Without some form of tracking, your social media campaigns are unlikely to gain the traction or recognition they deserve. Analytics are a crucial part of assessing how well your activities perform, and how they may be improved in future.

Social Media Listening

The words “social media crisis” strike fear into the hearts of digital marketers everywhere. But these three companies turned their crisis into a win.
Description: (Solutions) Managing brand perception in a world of social and online sharing can seem daunting. Social listening is the first step to regaining control.
Headline: Manage your brand using social listening. Get a real-time view of industry chatter, market preferences and events to help guide your marketing campaigns. Benchmark yourself against competitors and best practice.
The simplest solution is to employ social listening to hear the chatter–if there is any–about your campaign, post or championed hashtag. Sentiment analysis is continually improving, and can be sharpened in-house with machine learning; i.e. correcting your analysis tool when it incorrectly identi es a search term as negative or positive.
Go beyond the performance on your own brand channels—actively observe brand mentions, key influencers, competitors, and overall brand sentiments to help monitor your daily digital performance.
Outsmart Your Competition -  Effective social listening is about using platforms like Facebook, Twitter, and Instagram to unlock insights about your industry, your prospects, and the market in general.

Why Your Keyword Research Must Include Social Listening. -  SEO - Go beyond the algorithm. Your keyword success resides with real people.

Facebook Marketing

From 30,000 feet, analytics for mobile is simply listening to the data collected in your app. User behavior analysis is more complex in practice, of course, but it's often overcomplicated. Our approach to app analytics is straightforward and data-informed. Here are some of the world's best resources for analyzing the troves of data you can collect about your mobile users.
Blast Off: The Best Ways to Advertise on Facebook - Without strategies for amplification your content can go unseen. Here’s how to add fuel to your Facebook ads.
How Top Brands Use Facebook Live Video Instagram Stories. - Personalized stories strike an emotional chord while allowing marketers to differentiate themselves. Nothing helps humanize a brand than online video sharing.
5 Facebook Advertising Mistakes To Avoid - These mistakes could be hurting your budget. Here’s how to get more bang for your buck with Facebook advertising.
Spotlight: is a Facebook Innovation Spotlight Winner - Facebook’s Spotlight recognizes the most innovative achievements in marketing technology and services.’s platform is taking home an award in the Personalized Marketing at Scale category.

How to create a Facebook Custom Audience -  Facebook allows Advertisers to target specific Facebook users through Custom Audiences.
The Essential Twitter Marketing Guide -  This guide shares tips for posting and advertising through Twitter. Notably, you will learn how a little targeting will go a long way in getting your message in front of the people that matter to your brand.
10 Creative Tweets That Will Make You Rethink Twitter. - How much can you say in 140 characters? These brand tweets contain valuable tips for all social media managers to put into practice.
10 Fun Tweets from brands -  How to Write Funny Tweets to Get Laughs and Boost Your Reach.

3 Ways Twitter Can Help Your Business. - Listen, promote and quickly reply to move your brand to the top on Twitter.
As a highly niche network, LinkedIn engagement is its own discipline. You have to be professional, but there is far more to it than that. In fact, there are a host of techniques that make all the difference.
The Essential LinkedIn Guide For Marketers - This simple guide to them is bound to surprise and enlighten and is a must-read for brands in 2017.
LinkedIn Tips: Boost Brand Reach with Engaged Employees. - How to engage your employees and see your brand name soar on LinkedIn. We tested it out and here are our tips.

The Best Ways to Use LinkedIn for Business - Check out four of the most efficient ways to use LinkedIn for business in 2017.

Instagram Marketing

What was once a clean network to post photos - albeit, photos of food - Instagram has now grown to be one of the premier platforms of this day. Videos can now be posted up to 60 seconds and you can start a Live feed with another user - Instagram has fully grown into an all-out marketer’s dream channel.

But it’s not the only game in town—lots of visually savvy brands have made Instagram their flagship social presence. Where Instagram flourishes is in its vast network of influencers where engagement is surely guaranteed.

Let us show you why 10,000+ marketers and brands are using Falcon to manage social.

Sign up for a free demo and we’ll contact you soon to discuss our tailorable solutions and pricing.