Social Media and Community Management

Social Media andCommunity

ManagementBy

Josh Panzer@PrksRecSocMedia

Linkedin.com/JoshPanzerwww.ParksAndRecreationSocialMedia.com

What is Community Management?

Bridge Between Stakeholders Customer Advocate Company/Organizational Glue Creative kick starter

Key Performance Indicators Reach- Measure the number of fans, followers, blog subscribers

and other statistics to gauge the size of your community. Engagement- Measure retweets, comments, average time on site,

bounce rate, clicks, video views, white paper downloads and anything else that requires the user to engage.

Competitive data- Measure the brand’s “share of voice” across the web or number of competitors’ brand mentions.

Sentiment- Measure the numbers of mentions with positive or negative sentiment.

Sales conversions- Measure social media referral traffic to the top of the sales funnel or number of sales aided by social media efforts?

Analytics Radian6 Sysomos Simply Measured Sprout Social Social Bro

Which Is Right For You? How many people will be monitoring and managing

your accounts? Do you only want to monitor social media mentions, or

would you also like to manage your social media profiles using this platform?

Which profiles are you most active on? You’ll need to be sure your chosen tool supports the networks you use.

How long do you need to archive the data? Do you need annual reports, or will monthly reports suffice?

Which Is Right For You Does the data need to be exportable? In which formats? Do you need sentiment analysis? Do you need share of voice metrics requiring vast

amounts of competitive data from across the web? What type of customer support are you looking for? Do you need your monitoring tool to integrate with

other tools like Salesforce, Google Analytics, etc.?

Radian6 Agency ($950/month) vs Brand Pricing

($600/month) Widgets to sort data in a flexible

dashboard Salesforce integration to max CRM Ability to search media types (blogs,

video images, mainstream news, Forums, &

Comments Support

Sysomos $550/Month + $500 set up Set up fee covers back filing

data for 30 days. Social Monitoring across

the web (share of voice). Import Google Analytics

data Buzz Graph

Simply Measured $500/month to start Variety: Competitive analysis,

Share of Voice, Customer & Traffic analysis, Vine, Klout, Instagram, Google+, Tumblr

Organized through Excel Multiple Accounts on one

report

Sprout Social $39 (10 profiles) - $99/month Does not offer share of voice

brand metrics. Mobile version for iPhone and

Android Only reports on Twitter,

Facebook, and LinkedIn Collaboration & CRM

Social Bro $6.95/month Only for Twitter Chrome app, Adobe Air App,

Desktop and Cloud versions Integrates with Buffer Real time, best time to tweet,

influencers, and location Excel export

Monitoring/Moderating HootSuite

Free vs paid (starting at $8.99) vs enterprise Analytics and custom reports Team Management Mobile Apps

TweetDeck Owned by Twitter Integrated with Buffer and Bit.ly

Link Building Integrate as part of your SEO strategy Facebook, Youtube, Twitter, Stumbleupon,

Google+, LinkedIn, Pinterest, Reddit & Digg Use them all in conjunction with each other Possibility of generating straight conversions Link/Content quality over quantity Find industry influencers and applicable users Call them by their name

Tips for Better Engagement Calling for offline activity Letting them know you care Responding to feedback Perfecting your Brand Voice Thinking outside the box Visuals

Questions