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At Argyle Social. we’re going to introduce you to another tool in your social media toolbelt. It allows you to take a complex. And Bob Vila knows when to turn on the hammer option of his industrialstrength drill. this isn’t the tool. Bob Ross knows exactly which brush makes his trees the happiest.To do a job well. Really useful for: If you have multi-part. In each section below. and G+. short post. socialites or carpenters. you have to use the right tool. And social media tools. . even setting custom web analytics parameters for your short links. This tool is good at coordinating complex marketing campaigns. We’ll explain what that tool does. to dates. Under the hood: Make sure that your Advanced Posting tool has: • Real-time posting and scheduled posting options • Integrated URL shortening • Support for all of the social networks you care about • Integrated campaign tracking • Web analytics customization options • Post approval work ow • The ability to tailor content for diﬀerent social properties and social networks This is the Swiss Army Knife of social media tools. Linkedin. Emily Post would never dream of using the outside fork on her cornish hen. We do. However. and what features should come standard. campaigns. however. and authors. unlike hammers and screwdrivers. this tool is for you. It allows you to control every possible aspect of your post: scheduling. Facebook. we are not particularly good painters. multi-channel social marketing message you want to send to Twitter. know a lot about social media tools. integrated marketing message and post it to a large number of social properties on multiple diﬀerent social channels. consistent sharing. to campaign tagging. but not good at high-volume. times. what it isn’t good at. like hammers and screwdrivers. what it’s particularly good at. 1 Advanced Post Less useful for: If you like to publish a steady stream of content throughout the day. from custom analytics parameters. But it’s not the fastest or easiest to make a simple. are built for particular jobs. it’s not always obvious which tools excel at which jobs. It excels at specifying every detail of your posts.
It provides a dead-simple interface for quickly publishing content to your social properties. then Quick Post is a pen knife: simple. Under the hood: Make sure that your Quick Post tool has: • A simple interface that makes posting quick and easy • Integration with your engagement console of choice • Real-time posting and scheduled posting options • Integrated URL shortening • Support for all of the social networks you care about If the Advanced Post tool was a Swiss Army Knife. but if you’re a business and use social media for marketing. This is one of the best ways for your business to prevent a “gettngslizzerd” moment. work ow. allow editors to review drafts. Do you want to tweak your analytics parameters? Create ve diﬀerent versions of a post for diﬀerent times and accounts? If so.com or the widget embedded in your Argyle Social Waterfall--it is tightly integrated into your engagement console and built for rapid response. each with a dedicated community manager? Should Community Manager A be able to post on behalf of Brand B? Probably not. Noti cations You can’t always be in front of your computer. Quick Post isn’t the right tool. You don’t just need social media tools. you need collaboration tools.2 Quick Post Less useful for: Advanced customization and settings. They’re deeply un-sexy and don’t generate a lot of buzz. and doesn’t take up too much space in your pocket. It’s important that your social tools recognize that every user is diﬀerent. more touch points with the rest of the organization. Work ow Community management teams no longer consist of a single college intern. all substance. your friend is tired of glaring at you every time you pick up your smartphone at dinner to say “Thanks for the RT!” Your social tools need to help you to take a step back by sending you noti cations while you’re away and allowing you to act on them when you get back. eﬀective. and they eld a larger volume of inquiries than ever before. Spotlight on Permissions. Think of the Quick Post as the content bar at the top of Twitter. and noti cations are three of the most important features in any social media tool. you should consider these must-haves. and Noti cations Permissions. . Really useful for: Quick and dirty posting to your social properties. Work ow. Work ow lets you assign incoming requests to team members. And honestly. No uﬀ. They have more staﬀ members. and control access to who should see what accordingly. So what are they? User Permissions What if your business has two brands. and route social content to the appropriate people inside of your organization.
. You can focus your time on customer engagement and strategic thinking while the Smart Scheduler does the work. Under the hood: Make sure that your Smart Scheduler has: • A bookmarklet. Just don’t ask it to do Under the hood: Make sure that your RSS Automator has: • The ability to read all common feed formats: RSS 1. or re-posted days or weeks in the future. allowing you to post directly from pages around the internet • Highly customizable scheduling options.3 and clicks. It allows you to queue up large volumes of content and then automatically posts that content on a schedule designed to maximize engagement Less useful for: The Smart Scheduler is a very speci c tool. posted in a consistent stream throughout the day. • Advanced scheduling options. Smart Scheduler This tool is the very newest tool in the community manager’s toolbelt. 4 much else. If you want more control over a post. It’s built for content curation. allowing you to queue content quickly • Email noti cations when your queue has run dry Really useful for: Posting a regular stream of content on your social properties takes a lot of time and energy. You should be able to assign all new posts to your queue. Less useful for: Doing just about anything else. It turns out that RSS content actually performs every bit as well as content posted by hand. allowing you to tailor your post timing to your audience • An ultra-simple posting interface. Posts should be able to go out immediately. It’s excellent at its job: taking content from your blog and sharing it to your social pro les automatically. Atom. The smart scheduler makes the process much simpler by letting you set a schedule and queue up a pile of relevant content all at once that drips out over time. Really useful for: Taking a content feed and auto-sharing to your social properties. RSS 2. etc. • Integration with your Smart Scheduler. use a diﬀerent tool. RSS Automator The RSS Automator is one of the most underused tools in the community manager’s toolbelt. Sidenote: are you worried that content automation isn’t a good idea? Fear not.
or would it be just as good in 12 hours? Probably the latter. so don’t feel the need to shove it out the door as soon as possible. accounts that curate at least half of their content get 180% more engagement than accounts that link to their own content most of the time. “But won’t this delay my content?” Many community managers assume that there is a half-life on everything they post. shortening the URL. Finding content that will resonate with your audience. Start by setting up your schedule. and therefore want to post everything as quickly as they can. click “add to queue”. It turns out. your time-consuming. that’s just not the case.is highly eﬀective at generating interest and engagement from your social audience. What days of the week and times of the day is your audience most engaged? How many times do you want to post during those windows? (Hint: Don’t forget about weekends! ) After you set up your schedule. But.. Does that top ten list you just shared need to go out immediately. this makes sense.⁴ If you stop and think about it. the very newest tool in the community manager’s toolbelt. And then do that 10-50 times per day. Most content is not breaking news. and the Smart Scheduling tool will publish the post at an appropriate time based on your scheduling settings. etc. your work ow gets much more eﬃcient. With a Smart Scheduler. howto guides. setting the date and time for posting. In fact.Spotlight on Smart Scheduling Smart Scheduling. predictable schedule of quality content and a consistent source of fan growth and clicks. Curation is a great way to build the early part of the sales funnel. When NOT to use a Smart Scheduler • Special limited time oﬀers • • • • • • Product marketing tied to a product release Tightly integrated multi-channel campaigns Event promotion Customer service inquiry Breaking news Service announcement . Content curation -. it’s also a lot of work. Find content you like. creating the post in your social media management system. When to use a Smart Scheduler • Most content you share every day--blog posts. This is a classic situation of needing a better tool for the job. as community managers know. erratic posting will transform into an easy. and that’s exactly what Smart Scheduling tools give you. simply add content to your posting queue. industry news. is purpose-built to help community managers eﬃciently curate content.linking to content produced by others -. With a Smart Scheduler.. It turns out that scheduling posts for later generates just as many clicks as posting that same content immediately.
This is also probably the most widely popular of all of the social media tools on the market.5 Multi-Column Engagement Less useful for: This tool is tailored for interactions. reply.) • Conversational context (user information. Consumers can get away with using TweetDeck. and the social universe at large. you should probably have access to that data when you’re elding inquiries. Klout score and topics. favorite. Really useful for: This tool is really good at helping you interact with your audience. this tool isn’t the right tool. CRM integration is key to providing this context. Almost every major social media tool incorporates cascading columns of posts somewhere. If your entire customer database lives in Salesforce. But you. The Multi-Column Engagement tool is diﬀerent--it’s the tool you use to participate in social conversations. Context If you’re the community manager for Geico. It’s even more impossible to know that Jim totaled his car last week when you eld his complaint about the responsiveness of your claims division. follow. But they’re not all the same. comment. Since you can’t be expected to know this information oﬀ the top of your head. Under the hood: Make sure your multi-column engagement tool has: • Support for all social channels important to you • Support for all the major social interaction types (retweet. etc. etc. Make sure that your multi-column engagement tool stores lifetime conversation history so that you don’t start from scratch with every interaction. talk to so many customers and prospects every day that you can’t possibly remember each distinct conversation. it’s the job of your social media tools to provide it for you. unfollow. conversation history. +1. it’s simply impossible to know every customer personally. History Customers will probably remember the conversations they have with you. share.com. . If your goal is to construct marketing messages and organize campaigns. not broadcasting. TweetDeck has been a fan favorite since 2007. and users have come to expect this type of interface in whatever platform they’re working with. like. Spotlight on the Multi-Column Engagement Tool Everyone’s familiar with the multi-column engagement tool. but community managers need more.) • A searchable archive of conversations All of the tools to this point have been purely outbound: they help you broadcast something to your audience. Your multi-column engagement tool needs to deliver two things that TweetDeck doesn’t: context and history. as a community manager. helping you interact in a meaningful way. Good ones provide context to every conversation.
It will change your life. Make sure you have noti cations in place so that you see important inquiries when you’re away from your desk. Not everyone will see any given post. and then posts throughout the deal duration alerting your audience that the deal is coming to a close. Schedule multiple posts at very speci c times. If you really want your audience to learn about a new product you’re launching. Curating content around the web to drive engagement Tool #3: Smart Scheduler Product marketing for the new product launch Tool #1: Advanced Post Limited time discounts on particular products Tool #1: Advanced Post .. 1-2 posts before the deal begins. Let’s take a look at some of the things that you do every day and see how they map to your choice of tools.You now know your ve core tools to post social content. Task Responding to customer service inquiries Best Tool Tool #5: Multi-Column Engagement Keep in mind. Change the messaging each time to keep things fresh. post about it multiple times and at diﬀerent times of day. Use this. Your smart scheduler most likely has a “bookmarklet” feature--a link that you can drag to your browser’s favorites bar.. And make sure you have work ow tools so that messages can be routed to the person with the answer.
You should probably add this to your Smart Scheduler’s queue so that it can be posted along with the rest of your amazing content... Get the word out as quickly as you can. Timeliness is more important than clever messaging when news breaks in your industry. If your organization has an active blogging presence. What do you spend most of your day doing? What tools are best suited to accomplish those tasks more eﬃciently and more eﬀectively? Choosing the right tool for the job can not only make your life easier. consider: retweeting is one of the main sources of content curation. . Don’t over-think it. Get something out to your audience ASAP.Task Service interruption notice Best Tool Tool #2: Quick Post Keep in mind. Consider building this table for yourself. If it’s really timely. Breaking industry news Tool #2: Quick Post Sharing your blog posts Tool #4: RSS Automator Retweeting interesting stuﬀ your followers say Tool #5: Multi-Column Engagement Tool #3: Smart Scheduler Every community manager and every brand has a diﬀerent set of needs. just let your customers know the what’s wrong and what you’re doing about it. Follow up with status updates frequently. It can dramatically improve your social media marketing performance. go ahead and push that retweet button immediately. just spend some time setting up your RSS Automator. But. Stop elding requests from your bloggers to share their content. Don’t get bogged down in minutia.
html 2.com/blog/2011/09/07/new-research.com/blog/2011/07/05/is-post-automation-eﬀective.com/blog/2011/07/05/is-post-automation-eﬀective.html 3. Social Timing Insights Infographic http://argylesocial.com/infographics/social-timing-insights-infographic 4.nds-the-curation-vs-creationsweet-spot. Is Post Automation Eﬀective? http://argylesocial.Sources: 1. New Research Finds the Curation vs Creation Sweet Spot http://argylesocial. Is Post Automation Eﬀective? http://argylesocial.html .
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