15 Questions
What are the three phases involved in using social media to reach customers?
Strategy, implementation, and analytics
Why is strategy considered the most important phase in using social media to engage with the audience?
It informs what and how often you post, and how you choose to engage and relate to your audience
What has social media become in the last few years in terms of advertising?
A more traditional medium for advertising, with better ability to target consumers
What is a crucial step in developing a social media strategy?
Identifying business challenges
What role does social media play in crisis communication and management?
It allows brands to monitor and mediate potential crises before they escalate
What is essential for successful implementation of social media plans?
Obtaining support from internal and external stakeholders
What is the emphasis of Step 4 in social media strategy planning?
Setting specific social media objectives based on listening and analyzing
What is the purpose of online monitoring software in social media strategy?
Tracking brand mentions, understanding sentiment, and aiding in reputation management
What do URL shorteners like bit.ly, goo.gl, and ow.ly provide data on?
Link clicks, timing, and user locations
What is crucial for social media success?
Good documentation and processes
What do community guidelines help set for managed communities?
The tone
What do content plans prioritize based on?
Importance to the business
What do negative statements indicate?
Broken brand promises
What do social media best practices require for aligning with business objectives?
Consistent processes
What does an established protocol for handling social messages in large organizations include?
Anticipated messages, sentiment and risk guidelines, and a crisis management process
Study Notes
Social Media Management Best Practices
- Social media dashboards centralize management of social media properties and integrate analytics data for easier reporting.
- Good documentation and processes are crucial for social media success and involve multiple stakeholders from across the organization.
- Social media checklist, conversation calendars, and escalation protocols are essential tools for effective social media management.
- Community guidelines help set the tone for managed communities and outline tolerated behaviors, such as hate speech or discrimination.
- Content plans align community conversations with business objectives and prioritize content based on importance to the business.
- Communication and escalation protocols ensure all parties are aware of procedures for handling social messages in large organizations.
- An established protocol includes anticipated messages, sentiment and risk guidelines, and a crisis management process for brand crises.
- Brands must be proactive in driving high volumes of conversation, even when everything being said is overwhelmingly positive.
- When everything being said is neutral, it indicates the company is playing it too safe and may be at risk of being forgotten.
- Negative statements indicate broken brand promises and require high-priority resolution without stirring up unnecessary conversation.
- Negative conversations provide focus for resolving underlying problems and are not all doom and gloom for the business.
- Social media best practices require consistent processes, community guidelines, and proactive management of conversations to align with business objectives and ensure brand integrity.
Test your knowledge of social media management best practices with this quiz. Explore topics such as social media dashboards, documentation, community guidelines, content plans, communication protocols, and proactive management of conversations to align with business objectives and ensure brand integrity.
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