Lisa Ann Landry spoke on social media at the #IVECCS13 Conference In this session #248 learn about Social media time management strategies and how to use LPS (little pink spoons of content). In the social space people have short attention spans so Content - length, frequency, and type impact engagement. She also teach about the benefits of Social media dashboards and introduces you to the social media time management tool – Hootsuite.

1. The Little Pink Spoons & EBM Themes
LPS's allow people to read something and think: "Wow- great tip!" These tips are short and powerful. They are written
in YOUR voice. They stand alone, one doesn’t have to click on a link to "learn more." Understanding sales strategy has
nothing to do with pushing your product or service! It has everything to do with educating people so they understand
that you are the expert in your industry. The expert who should be helping them! When that happens achieving your
goals in social media to getting raving fans, press, visibility, customers, qualified leads, strategic partners, venders, and
business, etc. are attracted to you naturally.
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2. This presentation and PDF was created by
Lisa Ann Landry - Social Media Marketing Trainer
Co-Creator - The New SNCC Way - Strategies, Networking, Customer, Capitol
http://tinyurl.com/SFMSWSM
I’m happy to work with individuals and organizations to teach you social media. When you connect with me on my social
sites you will see I share content about social media so you learn about it through our connection.
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3. Tools such as Hootsuite (Hootsuite , 2013) called (social dashboards) assist with time management and allow posting
duplicate content to multiple social sites simultaneously. This may sound good in theory especially as far as time
management but it’s bad from a marketing and sales strategy.
Basically this approach doesn’t work. Why? Think about it. People have an initial contact with you online let’s suppose
it’s on your blog. From there they go looking around for you on other social platforms. Let’s say they find your Facebook
personal profile (Landry L. A., Lisa Ann Landry, 2013). I know it doesn’t have anything to do with your business but this
happens. If they like your content on Facebook they may start thinking I really like what Lisa Ann Landry (Landry &
Evanston , About Us, 2009) is sharing let me go see where else I can find her and her content (Linn, 2013). Consequently,
they like your Facebook Page (Landry L. A., 2013) and next they find you’re LinkedIn (Landry L. A., LinkedIn Lisa Ann
Landry , 2013 ) and Google+ (Landry L. A., Google+ Lisa Ann Landry, 2013) profiles and connect with you there. This is
the same type of thing we do with favorite book authors. I found and read all of Stephanie Meyer’s (Wikipedia, 2013)
books (author of the Twilight Series). TWICE!
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4. Keyword Research
Whenever creating blog content you’ll want to conduct keyword research. “Keyword research is a fundamental
part of online marketing of all kinds, and is especially relevant for freelance writers, online publishers, and bloggers.
Compelling content is favored by search engines, but if you don’t use the words people are actually interested in and
actively searching for, you’re missing a lot of traffic.” (Clark, 2013) There are all kinds of “keyword research tools”
(Halasz, 2012) some free others for a fee. Here’s a demonstration of the Google Keyword Tool (Google, 2013). These
keywords will be included in your blog content and other social media content. In blog posts you’ll hyperlink these
keywords to other valuable relevant content (outside of your sites) that adds value to your target audience. These
backlinks are crawled by search engines and giving Link Love (Wikipedia, 2013) gets you link love.
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5. Here is the problem, if every one of her books: Twilight, New Moon, Eclipse, (IMDB, 2013) Breaking Dawn were all the exact same content, imagine
how long the book series would have been. It certainly wouldn’t be a 4 book series. We don’t to read the same content four times although it was
so juicy I did read it twice. Apply this analogy to your social media content. If you’re sharing the same content on all your social sites simultaneously
there is no point in following you everywhere. After a while your fans figure out your content is repetitious. Subsequently they tune out, unfriend
and un-follow you on all platforms except for one. That’s bad for multiple reasons, you’ve less touch points with them and lost access to their
friends and connections who could be potential customers.
From a marketing and sales strategy if you share on Twitter different education based marketing tips, tricks, and tools than you do on Facebook,
than you do on LinkedIn, than you do on Google+ and these ideas demonstrating your expertise, your fans learn more from you at each touch
point. It takes these levels of connection to increasing the chances your fans will want to do business with you, become a raving fan, or be a
referral source. Don’t you agree these are 3 things we ultimately want to get in business? More of these strategies for networking successful with
social media can be found on Udemy (Landry & Evanston, Strategies for Marketing Successfully in Social Media, 2013).
Are you wondering how much time you should spend doing social media marketing. My answer is, unless you have a full time marketing
department, spend 30 minutes twice a day (30X2) seven days a week. Note: this does not include the time you put into your blog. How do you get
it all done in 30x2? With your THEMES which keep you focused on marketing your business. They will stimulate you when you’re stuck for what to
write about. By choosing set themes for particular days of the week on your social media sites, it informs your fan on what to expect. Therefore
they know when to come back!
This is an important time management tip. If you know that Monday on the Facebook Page is “Feature a Pet Day” you know to post 3 stories about
pets, and on Twitter its “Monday’s with the Vet day” you know to post answers to frequently asked vet questions. This strategy saves you a
tremendous amount of time. Your tips can be repeated several times - that's good marketing. Sales strategy says you have to say it 7-12 times for
it to sink in! Repeat, repurpose, and repost! Just spread it out throughout the year.
That leads us to the discussion of length of content, frequency of posts, and type of content to post that’s most engaging for each of the big five.
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6. Length, Frequency and Type
YouTube: Match your YouTube posting frequency to that of your blog posting frequency. That means if you publish new blog content 3 times per week, post 3 videos a
week too. Feel free to increase as your system and talents develop. In terms of the length of the videos, by default YouTube will let you upload videos that are 15 minutes
long. To upload videos longer than 15 minutes requires additional steps (Google, 2013). Personally I don’t feel people have the attention span to watch videos that long unless
it’s very compelling. Think about when you watch the news. What’s the typical length of a news story? 90 seconds is the average length of a broadcast news story that’s what
people are accustomed to. If you have 15 minutes of content simply break it into a series of 90 to 180 second spots. In terms of what the video content might be:
- Interviews (Blood-Horse Publications, 2013)
- How to
- What not to do
- Tips
- Video blogs (Vlog)
- Product reviews
- Stories from the news
Twitter: “There IS a limit to tweeting. If you tweet more than 1000 tweets per day, you go to twitter jail for a day (basically means that you can't tweet anymore). If you
tweet more than 100 per hour, you go to twitter jail for an hour. You also can't write more than 250 DMs per day.” (Carbon, 2011).
So you’re probably wondering how many is appropriate. Dan Zarella the social media scientists says his research shows the optimum number of Tweets per day (Padveen,
2013) is 20. Remember these will be little pink spoons of valuable relevant content. Your tweets can be no longer than 140 characters this includes letters, symbols, and
spaces. The best strategy to use is to only use 120 characters so that your content gets retweeted. The type of content you tweet can include:
- LPS content from your blog,
- URLs to other blogs you’ve read,
- Your wisdom, knowledge and expertise,
- Retweets of other excellent content
- URLs to pictures and videos
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7. Google+: To begin with match the frequency of the posts on Google+ Page to what you do on your Facebook Page. Google+ is important for several
reasons one is because a strong Google+ presence directly correlates to stronger search engine recognition. Other benefits include being able “to
claim authorship of your original content. This keeps your unique and original content valuable and accredited to you, even if content thieves scrape
your work.” (Marse, 2013).
As far as the length of your status updates, Google+ says there is no limit to the length. According to the Convonix research team, “tests revealed
that posts beyond 100,000 characters would result in errors” (Convonix Research Team , 2012). My take is this, JUST BECAUSE YOU CAN DOESN’T
MEAN YOU SHOULD! The social space is meant for brevity if you have that much to say start a blog series. However, “Google+ posts receive the most
comments are resource-type articles with a lot of links” (Peagler, 2013). For those of you needing more resources on Google+
(http://marketeer.kapost.com/2013/03/all-about-google-plus-rounding-up-the-best-resources/) this blog is packed with resources.
Keep in mind “Anytime you post content to Google+, Google immediately indexes it, giving you faster exposure. What’s more, your content is
more likely to appear in your contacts’ online searches, thanks to personalized search.” (Mallon, 2012). The types of content you will want to include
on Google+:
-Little pink spoons from your blog including links back to it
-Share your expert knowledge and wisdom
-Photos
-Videos
Facebook: On your Facebook Page you must post frequently enough to show in your fans newsfeed. Many people are under the impression that
fans will see all content posted by a business page they’ve liked. “40% of the time spent on Facebook is in the News Feed -- and only 12% is spent on
profile and brand pages.” (Vaughan, 2013). Facebook has an algorithm called Edgerank and it influence what shows up in the fans newsfeed.
Edgerank matters because once your fans have liked your page 96% never return. So not only do you have to post frequently enough you also need
to improve your Edgerank and you content can do that. I recommend you post three times a day to your Facebook page. The content that gets the
most engagement is:
•Photo albums (180% more engagement)
•Photos (120% more engagement)
•Videos (100% more engagement)
Longer text status updates get least engagement. Facebook lets you post a status update that’s nearly 64 thousand characters long. Don’t forget
my philosophy I often say it when it comes to social media just because you can doesn’t mean you should. A text status update should be between
100 to 250 characters because they get 60% more likes, comments, and share than longer ones. Texts status update might include:
Survey Questions, Fill in the blanks, Multiple choice, A thought, Quote (more original the better)
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8. LinkedIn: LinkedIn features a news feed just like the other social networks. In it you can see links and updates shared by your connections and the companies you follow. While
sharing posts on LinkedIn is a great way to keep your name in front of your connections it is also critical if you want to be found by LinkedIn’s internal search engine. Since LinkedIn
is the professional social networking site, the majority of your content will be related to your professional field. This is an excellent way to spread your knowledge and wisdom to
become looked upon as a thought leader in your industry. If you aren’t actively involved in groups you’ll want to do at least one status update every day. Your status updated is
limited to 140 characters – just like Twitter go ahead and use all 140 characters but remember if its longer it cuts off.
The place to truly leverage linked in is by participating in groups interacting with your community, answering their questions, giving advice, etc. That activity counts too
especially when it comes being present, seen and relevant with your community.
You should do at least one status update a day although LinkedIn recommends “Post at least 20 status updates per month” they also say “Our best-in-class marketers are
posting 3-4 status updates per day.” There’s a way to target your status updates to the right group here is (LinkedIn, 2012). LinkedIn is constantly updating and giving us the ability
to include compelling types of content a few ideas for status updates (Robinson, 2013):
• Latest Blog Post
• Rich media status updates (SlideShare presentations of your work)
• Photo’s (certifications, company events, new products)
• Pictures, Files, Questions, Links and Contests
To summarize you will do your social media marketing 30 minutes twice a day 7 days a week and strive for the following posting frequency:
• Blog post 1 to 3 times a week
• Post YouTube video 1 to 3 times a week
• 10 to 20 Tweets per day (New content, URLs, retweets, replies)
• Post status updates to
o Google+ 1 to 3 times a day
o Facebook Page 1 to 3 times a day
o LinkedIn 1 to 3 times per day
Sounds like a full time job doesn’t it. Now you’re really stressed and FREAKING OUT thinking you don’t have time to do all this. This is where the time management tools come in
handy. One of those tools is called Hootsuite you may also hear it referred to as an aggregator or a social dashboard. I’ve used Hootsuite for several years and it continues to get
better, it’s easy to use & I like it. All that is to say, I don’t have the time or desire to learn any of the others and there are many. You might want to check the other options before
you settle on one. 10 Best Social Media Management Tools (Zeevi, 2013) is a great review of the options.
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9. Social Media Dashboard
These social dashboards are social media management tools used to manage multiple social profiles, schedule
messages, track brand mentions, and analyze social media traffic and more. There is a free version and a fee version with
3 different plan types. Hootsuite has is a fabulous Quick Start Guide (HootSuite, 2013) to get you set up.
There are so many reasons to love Hootsuite the one is the ability schedule your social content and monitor all your
social sites from one location. The other is having the ability do social media CPR (comment, post, and reply) on friends,
fans, followers from one place.
HootSuite gives you three different and handy ways to schedule tweets using the dashboard:
1) Manual Schedule
2) Bulk Scheduling
3) Auto Schedule
Learn how to do any one of these three options in this blog Schedule Tweets & Save Time with HootSuite Publisher
(Cristoffanini, 2013). Planning your content in advance and scheduling it on HootSuite will free your time so that you can
engage with your fans.
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10. Applying these strategies will make creating engaging, valuable, relevant content fun and easy. Get more depth
in these types of strategy by taking my program Strategies for Marketing Successful in Social Media (Landry &
Evanston, 2013)
Hootsuite affiliate link - http://www.shareasale.com/u.cfm?d=154679&m=37818&u=747561
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11. Social Media Dashboard
These social dashboards are social media management tools used to manage multiple social profiles, schedule
messages, track brand mentions, and analyze social media traffic and more. There is a free version and a fee version with
3 different plan types. Hootsuite has is a fabulous Quick Start Guide (HootSuite, 2013) to get you set up.
There are so many reasons to love Hootsuite the one is the ability schedule your social content and monitor all your
social sites from one location. The other is having the ability do social media CPR (comment, post, and reply) on friends,
fans, followers from one place.
HootSuite gives you three different and handy ways to schedule tweets using the dashboard:
1) Manual Schedule
2) Bulk Scheduling
3) Auto Schedule
Learn how to do any one of these three options in this blog Schedule Tweets & Save Time with HootSuite Publisher
(Cristoffanini, 2013). Planning your content in advance and scheduling it on HootSuite will free your time so that you can
engage with your fans.
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12. Applying these strategies will make creating engaging, valuable, relevant content fun and easy. Get more depth
in these types of strategy by taking my program Strategies for Marketing Successful in Social Media (Landry &
Evanston, 2013)
Hootsuite affiliate link - http://www.shareasale.com/u.cfm?d=154679&m=37818&u=747561
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