By Lasse Lund

March 4th, 2016

Peanut butter, strawberries, and gin are all great on their own. But sometimes a recipe can make them awesome. Peanut butter and jelly, strawberries and cream, gin and tonic – all simple combinations that result in something amazing.

The same is true of your social media management tools, too. Your current strategies and apps probably work really well in isolation, but what if you could combine them? What could you achieve?

Listening + Engagement = Outstanding Social Customer Service
The fundamental principle of corporate social media is to first listen to the community. What are your clients saying? What are your prospects discussing? Is anyone actually talking about your products and services?

So you (should) already have a social monitoring tool in place to capture these discussions, providing you with raw data that can be applied to future marketing campaigns.

At the same time, you need a way to act on these insights, engaging with customers and prospects. Depending on how advanced your social media program is, this may be as basic as the apps supplied by each platform.

Telecoms giant Avaya famously closed a $250,000 deal simply by beating their competitors in replying to a random tweet asking:

The secret? “There is no Tweet that goes unturned. No forum post that goes unturned where our name is mentioned,” says Paul Dunay, Global Managing Director of Services and Social Media Marketing at Avaya

But if you replace both social media management tools with a single platform, you can simplify the listening and engagement processes. And with a single, centralized repository for the data you have collected, your social team has all the information they need to deliver an exceptional customer experience.

1 part listening
1 part engagement

Combine listening and engagement into a single platform, stirring gently to remove lumps. Bake for 20 minutes until you begin to see reduced response times, increased messaging accuracy, and happier customers.

Measure + Ads Integration = Maximum ROI
Listening to the market is one thing, but your senior management demand results – so you need to define some metrics that prove you are creating value. Hopefully your social program has outgrown the spreadsheet approach to data and analysis, and you are able to quickly capture and manipulate insights to generate actionable insights.

As organic reach for your posts decreases, your marketing efforts are increasingly reliant on paid ads to get messages in front of prospects. Managing a multi-platform campaign quickly becomes a full-time job though as you struggle to implement using the supplied ad tools. The complexity of administering simultaneous campaigns on Facebook, Instagram, Twitter, YouTube and LinkedIn means that you will probably have to wait until the ad budget has run out before you can properly analyze performance.

If you can combine metrics with ads integration, you can observe campaign performance in far greater detail. This centralization of sources also provides you with a complete view of your campaigns across all channels, making it easier to calculate total ROI and provide insights that can be applied to future campaigns. Not only is the process of starting and managing a multi-platform campaign greatly simplified, but much of the work can be templated and deployed from the same console.

Most importantly, you will be able to identify potential improvements while the campaign is underway. You can use these observations to make adjustments that will improve effectiveness and maximize return on investment.

2 cups of measurement
5 parts ad integration

Configure metrics and spread measurement into new integrated platform, adding ad integration one part at a time. Place into a pot and simmer gently, adding additional ads as demanded by the measured results. Smile smugly when you begin to see your advertising buck going further and the finance director gives you a pat on the back.

giphy (21)

When the perfect social recipe comes together.

Create + Publish + Engage = Amazing Customer Engagement
Creating content for a campaign takes time and effort, and the more stakeholders involved in the process, the longer it takes. Then there is the matter of publishing content to each social network.

Depending on the social media management tools you currently use, this process is likely to be disjointed, shifting between platforms to depending on the task in hand. The more times you need to switch tools, the more complicated, time-consuming and costly the campaign becomes.

Once the content is ‘in the wild’ you need to be able to engage with your target audience – particularly if they have responded via a paid ad. Missing the opportunity to follow up properly will make for a disappointing outcome to your campaign.

Replacing your current mix of social media management tools with a single platform will immediately streamline the create and publish process – even if you have multiple stakeholders involved. The centralized repository also greatly helps to provide personalized responses to customers as you engage with them.

24 units of content creativity
3 parts engagement

Carefully load your content into a unified social media management tool and configure for publication across multiple social channels as appropriate for your campaign. Monitor closely for opportunities to engage with customers as they interact with your content. Refine content and engagement according to your customer’s needs, enjoying the new-found simplicity of an integrated social media management tool, and the ease with which you can cut campaign costs and engage customers more effectively.

Falcon – the ultimate cookbook for your social media management tools
As you might have guessed, Falcon makes it possible to combine all of these social recipes into a single platform. Listening, engagement, metrics, and measurement, ad platform integration, build, and publishing – Falcon does them all in one.

That’s a lot of ingredients, but it’s also a tasty recipe for social media marketing success. Learn more about Falcon and how we can rationalize your social media management tools – request a free demo today.

Understanding Social Media ROI

Effectively measure the ROI of your social media marketing so you can optimize it.


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