Social Media

Social Media Management

Social media is about the creation and exchange of user-based content. While consumers think of social as a way to keep up with their circle of friends and acquaintances, businesses recognize it as a way to provide customer service, do market research, gain user feedback and (when done correctly) promote your brand.

Beasley’s social marketing experts help our clients achieve success in social media through a three-step process. First, we understand how to find out who the thought leaders and influencers in your space are, and what kind of content they are looking for. Then we begin to engage with the community by offering useful, nonpartisan information. Only after we have established your knowledge and expertise do we begin to talk about your product, and then we do it in a measured way while continuing to provide objective social marketing content.

We also help you to systematically listen to your social media audience to make sure your messages resonate with the decision makers you want to reach. As part of our social media management services we analyze social media traffic to your website to give you a full view of how it ties into sales or other metrics. And we help you optimize your website so it becomes part of the social media ecosystem, with sharing features for visitors who want to repost your content.

Finally, as your social media agency we work with you to create an editorial schedule that makes sense based on your market and your resources. Once you’ve become part of the conversation, you want to be a regular participant with a consistent voice. We can help you organize and leverage the expertise within your company for self-generated content, or add our original social marketing content as desired.

The initial discussion with Beasley about the goals of our campaign and the follow up completed has been a very pleasant experience. They pay attention to targets, budgets and completion of the task at hand.
— Tom Brett - President - Vanguard Cleaning Systems of San Antionio

Social Media Content Creation

The difference between social media and traditional or “industrial” media is that in social, the publisher and the user are co-creating value through conversation. You can write a brilliant article, but it only gains social value when users share it with their friends.

Through our seasoned social media management services experts we can help you create content that engages members of your social community on their terms, and is deemed valuable and useful based on their needs and their perception of you. This content might range from a regular schedule of update posts to short interviews (in writing or on video), customer profiles and white papers or in-depth viewpoints that reflect your thought leadership.

Much of the valuable content you can share already exists in one form or another within your company—in sales or technical expertise or the personal journeys of your management, which have shaped your corporate philosophy. Our social media content management experts can help you find these stories and draw them out in a form that is relevant to your audience. We can also help you identify the social media champions within your organization and help direct their efforts to better support your brand and value proposition.

Remember that social media has a personal voice—even when it’s a brand that is speaking. We’ll help you ensure your social media content creation results have a voice that reflects your values, mission and offerings and also that you engage with your audience in a way that is appropriate to your uniqueness and to their interests.

Blog Content Creation

Creating a corporate or organizational blog is easy. Blog content creation in a way that makes it a useful element of social media is much harder. As a blog writer, you need to be consistent, useful and interesting in order to attract readership and the attention of search engines.

Working with your team as we provide you blog management services, we can identify the best spokespeople for your values and programs, and help them establish a schedule for regular posts. As part of our blog writing services we can also interview them or work from published documents to create blog posts that reflect their viewpoints. This way, the voice of your leadership is reflected without undue pressure on managers with other responsibilities.

Timing is almost as important as content if you want to establish regular readership. We’ll recommend a posting schedule that keeps your up-to-date blog content creation in front of your readers while respecting the time or budget you have available to create your posts. We’ll also show you how you can easily repurpose existing or third-party content to generate blog content that your audience will read and share.

For a client in a service industry, for example, Beasley blog management services created a series of blog articles that highlighted seasonal concerns. In flu season, we’d write about how to keep germs under control in an office environment. In summer, we’d talk about how to secure your premises before going on vacation. These topical posts got search visibility and established our client’s authority in its field. They got clicks from people who wanted to learn about the content and were introduced to the service offering as a side benefit. Ask how Beasley blog writing services can bring the same added-value to your blog.

Advertising on Social Media

There’s a shortcut to getting noticed on social media: pay for it. As a leading social media advertising agency, Beasley focuses on three platforms that allow our clients to market with ads that appear in the conversational stream, looking very much like the individual updates from users of that social media platform.

But you need to be careful. You’ll be connecting with community members based on information they have volunteered about themselves, and you can’t violate their trust by over-marketing. Consumers can easily opt out of seeing your ads, and a poorly conceived social media campaign may backfire with negative mentions that hurt you.

Facebook now has well over 1 billion users, of which 80% are outside the U.S. and Canada. That means you can reach more people—in almost any country—with Facebook vs. television or radio advertising. Interestingly, Facebook has a very low CPM (cost per thousand impressions), yet allows advertisers to micro-target their audience. While Facebook has easy-to-use ad creation tools for the small business, it’s not much harder to create highly targeted campaigns with rich selects using the Facebook Power Editor. As a leading social media agency, we’ll be happy to tell you more.

LinkedIn is the premier business network with 270,000 members who have provided extensive information about themselves and their job history. You have the choice of advertising within the newsfeed or with a variety of right-column ad formats. Similar to Facebook, LinkedIn has self-serve advertising options but also provides a much more powerful and flexible ad creation and tracking interface through its client services team.

Twitter has the benefit of immediacy. A trending topic will be inescapable for a few hours or days, then it will be forgotten almost as quickly. If immediacy is a component of your advertising mix—whether it’s for an event, a limited time offer, or a product launch—then Twitter makes sense. As an experienced social media agency we focus on Promoted Tweets, which appear in the user’s timeline, capture the essence of current conversations, and appear at the exact time you request.

For these as well as other social media advertising campaigns, the most important considerations are to think conversationally, create an ad that matches the property, and the audience. Beasley is your social media advertising agency, ask how we can help by calling us now.

Building Followers

Followers are essential to your visibility on social media, but it’s more than a numbers game. Google Web Analytics evangelist Avinash Kaushik has defined four metrics for tracking the effectiveness of your participation: conversation, amplification, applause and economic value. We use this model to ensure the right people are engaged with your content. When key social media influencers talk about you (conversation), share your content with others (amplification) and let you know they value it with likes and +1s (applause) then economic value will be the result. And, inevitably, so will additional followers/fans/subscribers to your feeds.

How do you begin attracting quality followers who will help you to build your business? What are the secrets as to how to get followers on Twitter, how to get Facebook followers, or blog followers? Start with quality content, produced internally or with Beasley’s social marketing services support, then let your audience know about it. Monitor the channels of communication to see what others are talking about, then join the conversation with links to your content. For very high value influencers—the thought leaders who exist in any field—it’s worth a direct effort to reach out, introduce your value proposition, and invite engagement. Contact them by email, or post on their internal blogs; ask yourself how to get blog followers, how do thought leaders attract blog followers? Offer content (via links, or perhaps an offer of a guest post) that supports what they are doing to bring value to their readers.

When Beasley’s social marketing services team works on a social media schedule with our clients, we tie it to the audience you want to reach. If you need to achieve a critical mass of conversations with a particular group, we’ll make sure you have content for that group and that they are aware of it so they will engage with you. We’ll also advise you on the one thing you should not do: pay for followers. Many of these “accounts” are manufactured identities that have no value to contribute to the social conversation. Worse, they can earn you demerits with search engines and legitimate platforms. Let Beasley’s expert social marketing services team bring you quality followers instead.