The document discusses three things that should be done in social media marketing:
1) Reposting content multiple times on social networks, as content remains relevant over time and reposting can increase engagement;
2) Using tracking codes on all social media posts to properly measure cross-platform performance and attribution;
3) Promoting top-performing, relevant posts using paid promotion channels to boost reach among audiences with declining organic visibility.
8. A world where you
only shared a
single piece of
content once would
be a very dull
place.
9. Social streams move quickly.
Users are in and out of
contact.
And content isn’t only relevant
to conversations once.
10. And if you’ll only see performance
and engagement the first time you
post something, think again.
If it’s not time-based, you will
likely see no degradation in
engagement rates over time (at
least none of our customers do).
So post it again. And again.
11. Enterprise Curation:
I’m looking for interesting
things to share, and I need to
produce a set of outputs in the
next few hours.
How We Do It:
Daily Review of Owned/
Evergreen Content Sources
12. You Should Be Using
Tracking Codes In Your
Social Posts
14. And the challenges of mobile
and app usage for social
means your default site
analytics tool won’t always
know the source of your
traffic.
15. Which means you need to be
adding tracking codes to every
link you publish.
That means ad server click
redirects and UTM parameters (or
the non-Google Analytics
equivalent) at the very least.
16. Enterprise Curation:
I’m looking for interesting
things to share, and I need to
produce a set of outputs in the
next few hours.
How We Do It:
Easy ways to add tags and
trackers to every link in
Settings.
18. In a world of declining organic
reach and crowded feeds,
pairing your owned content
with paid promotion will get
you the reach you need.
19. But how do you know which
posts to promote to your
community?
20. You need to carefully measure
the performance of every post,
and amplify the top performers
(that are still relevant to your
community) in paid channels.
21. Enterprise Curation:
I’m looking for interesting
things to share, and I need to
produce a set of outputs in the
next few hours.
How We Do It:
Constantly updated list (with
API) of your Top 5 Posts.
22. Enterprise Curation:
I’m looking for interesting
things to share, and I need to
produce a set of outputs in the
next few hours.
Are you already doing each of
these things?
Do you wish you were?