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If you’re in charge of multiple marketing activities for your company, you may not have much time on your hands to dedicate to social media.
Many small business owners don’t have the bandwidth to manage social media accounts—let alone the budget to hire dedicated team members or a social media manager.
But that doesn’t make social media management any less important. People expect to be able to connect with businesses on social platforms: Facebook, Instagram, LinkedIn, or even TikTok. Without an active presence, your company may be forgotten, lose customers to competition—or worse yet, look neglectful.
Plus, you may be missing out on new customers. More than 40% of digital shoppers use social media to research new brands and products.
For those who are short on time, we’ve put together an 18-minute plan. This plan takes you minute-by-minute through the social necessities, highlighting time-saving tips along the way.
If you’ve got more time for social, use it. But for those who don’t, here’s how to make every minute count.The 18-minute-a-day social media plan
Here’s a down-to-the-minute look at how to stay on top of social.
Minutes 1-5: Social listening
Start off with five minutes devoted to social listening. What does that mean, exactly? In simple terms, it comes down to monitoring the conversations people are having on social media about your business niche.
Social listening can involve tracking keywords, hashtags, mentions, and messages for your brand and competitors. But don’t worry, you don’t have to manually scour the internet. There are tools that make tracking a lot easier (*cough* social media management tools like Hootsuite).
In Hootsuite, you can set up streams to monitor all your social channels from one dashboard. This makes it easier for you to engage with mentions from followers, customers, and prospects later on.
Here are a few things you should check and take note of each day:
Mentions of your brand
Mentions of your product or service
Specific hashtags and/or keywords
Competitors and partners
Industry news and trends
If your business has a physical location or storefront, use geo-search to filter for local conversations. That will help you focus on customers that are close to you, and the local topics they care about.
Tip: If you have some extra time to invest upfront, take our free course Social Listening with Hootsuite Streams to save more time in the long run.
Minutes 5-10: Analyze your brand mentions
Take another five minutes to analyze your findings. Doing this will help you fine-tune your social listening process and marketing efforts. Here are some of the aspects you should keep in mind:Sentiment
Sentiment is a good place to start. How are people talking about your brand? How does it compare with how they are talking about your competitors? If things are mostly positive, that’s great. If negative, start thinking about ways you can steer the conversation in a more positive direction.Feedback
Do your customers have specific feedback about your business? Look for recurring trends and insights that you can act on.
For example, if you run a restaurant and a lot of people find the music too loud, turn it down. If you offer a product, such as gym bands, and customers express an interest in more color options, you’ve just spotted a new sales opportunity.
What are the current trends in your industry? Spotting them can help you identify new niches and audiences to engage with. Or, maybe they’ll inspire content for your next marketing campaign. Even better—maybe they’ll inform the development of a new product or service.
Social media listening doesn’t only involve tracking conversations from current customers. It can help you find new customers, too. Track phrases or topics that prospective customers may use when they’re in the market for your offering.
For example, if your company is a travel provider, in January you may want to track keywords like “winter blues” and “vacation.”
Have you noticed a new keyword emerging? Or maybe you’ve noticed a common typo when people mention your brand. Maybe a new competitor has entered the playing field. Keep an eye out for things you should add to your social media listening tracking list.
Minutes 10-12: Check your content calendar
Check your content calendar to see what you’ve planned to post for the day. Double-check that visuals, photos, and copy are all good to go. Always make sure to proofread one last time to spot those last minute typos.
Hopefully, you already have a social media marketing plan and content calendar in place. If you don’t, plan to set aside about an hour each month to brainstorm and prepare ideas, and fill in your calendar.
Tip: If you don’t have time or budget for high-production content, consider adding user-generated content, memes, or curated content to your social media calendar.
Minutes 12-13: Schedule your posts
With the right tools, it should only take you about a minute to schedule your social media posts. All you have to do is add your content, select the time you’d like to publish it, and schedule.
Schedule content for times when people are most likely to be online. In general, Hootsuite research finds that the best time to post on social media is between 9 a.m. and 12 a.m. EST. But that can vary platform by platform. And, of course, depending on where your target audience is based.
Check out the best times and days to post on your Facebook Page, Twitter, Instagram, and LinkedIn.
Tip: Use analytics to see when your audience is usually online, too. It may be different from the global average.
Minutes 13-18: Engage with your audience
The more positive the experience, the more likely people will be to buy from you and recommend your business. In fact, more than 70% of consumers who have a positive experience with a brand on social media are likely to refer the brand to friends and family.
DM us and we can help with recommendations!
— Glossier (@glossier) April 3, 2023
To save time, you can create templates for common responses. These are particularly useful when you find yourself frequently sharing the same specific details, like opening hours or return policies.
But don’t overuse boilerplate responses. People appreciate authenticity and want to feel like a real person is engaging with them. Even something as simple as leaving customer service agent initials in replies increases goodwill from consumers.
Tip: When possible, try to engage shortly after posting something. If you’ve timed it right, that’s when your audience will be online and engaging. That way you’ll interact with people in real time and maintain a good response time, too.
Looking for more time-saving social media tools? These 9 social media templates will save you hours of work.
Save time managing your social media presence with Hootsuite. From a single dashboard you can publish and schedule social media content, find relevant conversions, engage the audience, measure results, and more. Try it free today.
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I’m hoping to offer some insight into how a small but growing and ambitious multi-channel retailer intends to use social media to promote our online brand, The Emporium Direct – I am by no means an expert in social media nor is my organisation’s present social media activity up there in comparison to the big brands. But I do run our marketing, therefore I can share hands-on experience on what has worked for us and what we’re planning.
Before I get to how we’re using social media, here is a brief snapshot of our organisation.Company Background
We have a large High Street store in Maldon, Essex and a growing e-commerce business, The Emporium Direct. Like many, we originally started trading on eBay, then moved onto Amazon and eventually our own website.
Our success has been down to the following:
Selling a mixture of niche, general and branded products – this allows us to enter multiple markets, gain additional traffic and custom all year round as opposed to only certain times of the year
Having multiple marketplace accounts – the internet is an ever-expanding net therefore the more stores and/or products you have floating out there the more likely you will sell
Aspiring to the highest standard of customer service – just because you sell online does not mean customer service should waiver – maintain excellent customer at all times
Trading in retail for over 25 years, we have a wealth of experience, contacts and know-how and we apply this to our e-commerce business
Despite being fairly successful on our marketplace accounts, it is increasingly clear that unless you are a large, well-known brand coupled with equally large resources, selling and converting sales online through your own direct website is no easy task. However, it is a great challenge and one we plan to get to grips with after the busy Christmas trading period.Why Social Media?
I think it is fair to say that unless you have been hiding for the last few years, the social media revolution is here to stay and is not a force any reputable business can ignore. We want to use social media to give our brand more personality, to engage more with customers, to create open dialogue with them and promote our business as well other local businesses near us. Facebook in particular is great for this.
One suggestion of ours is to start including more images and videos of key areas of interest in the historic, market town of Maldon, Essex which is situated on the Blackwater estuary and surrounded by beautiful countryside with myriad places of interest. Some might argue that doing this is a waste of time and money. However, and as stated above, we are not using social media to bombard customers with products, it is more about engagement, community and giving our brand the personality we know it has.
Another point to consider (I read the post on Smart Insights and similar here) is that search engines are now using social media activity as a ranking factor therefore once again, creating relevant useful content becomes increasingly important.
My final point, and similar to the other guests’ posts regarding the travel industry, is that the retail industry is also going through a revolution. The worst trading conditions for many years, if not ever, coupled with the internet, have transformed the entire business environment.
Using social media is a great way for businesses, particularly SME’s, to engage with customers and promote their brand at minimal costs. Although the costs may be minimal (free to setup social media accounts and only time to update them), we believe the strategy and use of social media are only worth our investment providing we adhere to the following methods:
Create a community allowing open dialogue between our business and customers
Provide useful content such as: photos and videos of our business and the surrounding area, product reviews, customer reviews, business opinions and any other information useful to our business and customers
Avoid pushy sales onto people – we believe social media is a place where people want to be totally honest with one another and do not want to be bombarded with commercialism
The following are our main social media priorities in the coming year:
Facebook page: We have started adding photos of Maldon and the surrounding area and are promoting our High Street, business partners and anything else related to this lovely area. We would also like to run campaigns on here too. Our Facebook page is more for community, open dialogue and genuine interaction, not sales bombardment. We have Facebook profiles ourselves so respect the fact not many people want to be always bothered.
Foursquare: As the web transitions into web 3.0, we believe we need to look at location marketing. Foursquare is perfect for this as it allows users to discuss, tag and share our businesses content directly to their phone. For example, we could run a campaign whereby the first person to check-in at our High Street store through their mobile device receives a discount, a free product or voucher for use in one of town’s lovely coffee shops and cafes. There are numerous ways marketers can promote their business and engage with fans but it is essential that as a business we look into this now so we can gain experience in this new area of digital marketing.
Twitter: We will use Twitter for relevant updates and links to our content. The popularity of Twitter indicates that we cannot ignore this social media powerhouse even though the two above appear more commercially useful at present.
LinkedIn: We will use LinkedIn to create a professional profile for our business and make relevant updates when necessary.
Hootsuite: Hootsuite is the excellent software that allows digital marketers to manage and populate these channels since this gives a single place to update the profiles with analytics. And it’s free!Conclusion
I am definitely not an expert on social media marketing. However, from the little experience I do have, I believe businesses should provide relevant and useful content to users but not with the sole intention of trying to gain sales. Using this approach, you can help shape your brands’ personality, engage and interact with customers, give your business a fantastic public relations platform and also improve your website search engine results position.
While choosing a social media that’s right for your business can be overwhelming, you can easily pick the network that’s right for you if you know your goals, audience, and capabilities.Define Your Goals
Before deciding what social network to use, you have to decide on what you want to achieve first. You have to define your social media marketing goals, and make sure that it is specific, actionable, and reasonable. From here, you can choose which social network can deliver most of your needs, as well as help you meet your goals.Know Your Traffic Handling Capabilities
It’s also important that you can determine how you can handle the traffic that social media may deliver to your business—most especially on your website. That’s because a website that can’t handle too much traffic can be shut down. In addition, more traffic could tantamount to more incoming messages that need your response. So, choose the social media website that can bring the traffic that you can handle.Determine Your Audience’s Online Habits
Your audience’s online habit is also important in choosing which social media platform to use. That’s because it will determine where most of your traffic will come from. Since a user’s online habit will depend on his or her interests, it will also influence the type of content that they’ll read or sharing. Thus, pick the social network that majority of your audience use, and where you can deliver your content to garner the most traffic.Find Your Resources
Finding your resources is actually the difficult part of social media marketing. Since the platform you’re trying to use requires interaction, you need to create and find the right resources that you can share online. That way, they will be compelled to read it, which could boost your website’s traffic.Establish Time of Interaction
As mentioned earlier, social media can bring much traffic to your business. With a lot of people possibly reaching out to you for inquiries other reason, it can be daunting for you to respond to each of them. That’s why you need to establish a time wherein you won’t do anything but interact with your fans or followers, as well as draft press releases or official statement regarding a frequently discussed topic.
Do you want to establish a social media presence that will help you form a profitable relationship with your target audience? Create a social media campaign strategy!
I realize it’s easier said than done. It’s as raucous as it’s ever been on social media. How can you get your message heard over the din?
There are three factors to consider for social media campaign:
Publish social media content regularly.
Create social media material that your target audience would enjoy.
Manage your social media profiles effectively.
If you’ve spent enough time working on social media, you’re well aware of how difficult it can be to accomplish all of the above, at least in the long run.
But, like with so many things in life, all you need is a plan to deal with the turmoil. To be precise, a social media marketing strategy.
A Complete Guide to Social Media Campaigns in 2023 article consists of
How to create a successful social media campaigns from the ground up
How to Maintain a Consistent Posting Routine
What’s the best way to keep track of all of your social media accounts?
How to track your social media campaign’s progressWhat is a Social Media Campaign, And Why is it so Important in your Marketing Plan?
A social media campaign is a marketing strategy that uses social media to achieve a business goal.
It’s not only about sharing social media stuff on Facebook or Twitter. It’s also a question of strategy. It’s not just about getting a core brand message across. It’s also about forming bonds with others.
It guarantees that your company’s vision, mission, and fundamental values are reflected in your social media marketing efforts.
It assures that all of your social media activities will result in a positive return on investment.The Fundamentals of a Successful Social Media Campaign
The best social media campaigns are:Consistency
Building brand trust and making your brand stand out requires a consistent experience. Publish social media updates that are consistent with your brand’s core values, mission, and identity to let your brand’s personality shine. Staying on brand is critical to making your brand more identifiable in the cluttered world of social media.Dedicated to a Particular Plan
You’ll hit nothing if you shoot at everything. Take it one step at a time so you can devote all of your resources to reaching your objectives.Exactly on Time
If you want your target audience to take you seriously, you must stick to a timetable. It’s like dating when it comes to marketing. Would you want to pursue a relationship with someone you like if he or she dates you often for a few weeks and then vanishes for a month? Yes, I believe that is correct.Relevant
If your posts and tweets aren’t getting your attention then you should need a relevant post to get them to engageThe Steps to a Successful Social Media Campaign
How can you create effective social media campaigns now that you know what makes one? Here are the stages of creating and implementing an effective social media marketing strategy.Step 1: Make a Goal
What is the first stage in planning and executing a social media campaign? Set a specific objective for yourself.
Before you start a social media campaign, think about why you’re doing it.
The most successful social media marketers create objectives.
Marketers who set targets are 376 percent more likely to succeed than those who don’t, according to a Coschedule study. 70% of goal-setting marketers were successful in achieving their objectives.
Among the objectives you can set for your social media campaign are:
To create Sensible social media campaign goals, make sure they are:
Specific, Precise and Well-defined
Measurable: social media analytics can be used to measure it.
Achievable: within the limit of your resources, it is achievable.
Relevant: realistic and pertinent to your current business.
Time-bound: this will be completed in a specific amount of time.
Determine where your brand stands about its brand mission before deciding on a goal for your social media strategy. Make a list of all your resources and determine which ones you can put to use to help you achieve your objective. If you must, go for immediate wins, but don’t forget to look at your social media campaign plan in the long run. It’s not worth it if it’s not in line with your brand’s mission and vision.Step 2: Select Smart KPIs to Monitor
Choose smart KPIs to track once you’ve agreed on a specific aim for your social media campaigns. This gives you the benchmarks you need to track your campaign’s development and determine what needs to be improved to guide it in the proper direction.
Too many KPIs might be unproductive. Choose the correct KPIs to track and measure based on the goal of your campaign.
KPIs for each social media campaign target are as follows:
Most social media networks include a free analytics tool that can be used to measure critical metrics for your campaign. However, you’re better off using a dedicated social media analytics platform if you want more insights and a larger picture of your metrics.
Below are some of the social media analytical tools which you can use for your reference.
Want a more comprehensive guide on how to select the right KPIs based on each specific social media campaign goal? Check out our blog post-SmartStep 3: Get to Know your Target Audience
Yes, content is king, but only if it is relevant to your target market.
Your social media campaign will fail even if you have the most refined content, the most well-written blog post, and the most entertaining videos if it isn’t helpful or relevant to the individuals you’re targeting.
Understand your target audience before posting relevant social media content. Get to know them thoroughly.
This can be accomplished by:
Customer or prospect interviews
Obtaining information from your sales teams
Use surveys to delve into your client database for hints and insights into how customers locate and consume your content
Using audience insights from Twitter, Facebook, or LinkedIn to get demographic data.
Create a buyer persona to make the most of the psychographic and behavioural data you’ve obtained.
A buyer persona is a fictionalized version of your target demographic. Here’s an example of a buyer persona in action.Step 4: Select your Social Media Platforms.
There are approximately 15 social media channels available, according to my research. It can be tempting to promote your brand across all channels, but this is a recipe for disaster.
For starters, you’ll end up overstretching yourself (and your team). Second, you’ll end up wasting money on social media platforms that don’t generate revenue.
Choose your social media platforms wisely if you want to run successful social media campaigns.
To begin, choose the ones where your target audience congregates. This is the most crucial criterion.
Let me show you how to quickly pick your most important social networks that help us to check out the competitor’s performance.
Tools to Choose your social networks by analyzing your competitors.
By evaluating your competition, you may choose your social networks.
You should be able to choose the social networks that best suit your brand using this easy trick.
There are a few things to keep in mind, though:
What kind of content do you enjoy making? Use Instagram if you think photos will help you spread your message the best. Use Twitter if you enjoy posting informal, lighthearted, and succinct content.
If you can easily tailor your content based on the social platform you’re posting to, you can use both at the same time.
You can do it with the tools I mentioned. It allows you to customize your social media material on a more granular level, making it easier and faster to maximize the strength of each platform.
You may schedule or publish material to Facebook, Instagram, LinkedIn, Twitter, and Google My Business all at once.
Finally, don’t overlook social media outlets that are underutilized. Go for it if you sense your audience being underserved by competitors on a particular platform. “The rewards for being first are enormous,” wrote Seth Godin in Purple Cow.Types of Social Media Ad Photo Advertisements
Simply match your images to the style of your articles and stories so that people immediately recognize the ad as belonging to your organization.
Because images with little or no text usually give a better audience experience, Facebook will only serve your ad if the image contains text in less than 20% of the total area.
Book covers, music covers, and product graphics are usually exempt from this rule.Video Ads
Digital video climbed by 20.6 percent year over year, increasing its share of overall internet ad revenue by 1.3 percent to 18.7 percent.
If the video is under one minute long, more than half of all social media users will watch the entire thing, but this number diminishes as the video becomes longer.
It’s best to think like a silent film director when making a video ad. This is because 63% of LinkedIn (mobile) videos and 85% of Facebook videos are seen without sound.
Source: BiteableCarousel Ads
The majority of Facebook, Instagram, Messenger, and Audience Network carousel ad types allow you to display up to ten photographs or videos in a single carousel, each with its own link and CTA button. CTAs might be removed totally for a cleaner look.
Facebook will even adjust the order of the carousel photos based on how well each card performs.
Interactive Stories Ads encourage users to stay on the ad longer and engage with the brand more.
A photo can be shown for six seconds on Facebook Stories, while a video can be played for up to 15 seconds.
Instagram Stories, on the other hand, can run up to 120 seconds, depending on whether you’re using photos or videos.
Source:insightsplatformsSocial Media Which Rules the World Facebook
By raising brand awareness, you can expand your reach and put your items in front of more potential customers.
Setting up a Facebook Shop to provide customers with a more seamless shopping experience and drive traffic to both your online and physical locations is quite simple.Instagram
Instagram was created with a focus on aesthetics. Simply scrolling through your feed will reveal unique filters, great Reels, and lovely stories.
Even if they don’t buy right away from your ad, the unique style will linger with them and remind them of your company.Twitter
Since its inception in 2006, Twitter has grown to become one of the most popular social media sites for discovering breaking news and engaging with a wide range of influencers.Pinterest
Pinterest, like Instagram, is a visual social media platform. Pinterest is primarily aimed at women, with more than 71 percent of its users being female.
The majority of Pinterest users use the site to look for and buy products. Instead of distracting customers as they do on other sites, promoted pins blend in seamlessly with Pinterest boards.
85 percent of weekly Pinners have purchased after seeing a brand’s Pin.LinkedIn
As the world’s largest professional network, LinkedIn has a large professional user base and may be able to target clients based on job qualifications.
As a result, service and B2B product companies outperform other platforms on LinkedIn. LinkedIn promotional content is divided into four categories:Step 5: Craft a Social Media Content Strategy
Now it’s time to look at your objectives, key performance indicators, and buyer personas to see how you can combine them and create a social media content strategy.
Communicate one clear message that resonates with your audience to make your social media material successful.
What kind of material should you publish to fulfil the single goal of your campaign? How can you ensure that your material remains relevant to your target audience at all times? How can you deliver your main message in unique ways? When is the optimum time to post for your target demographic?
Here are a few particular recommendations to help you develop a successful social media content strategy:
To keep your messaging and brand voice consistent, create a brand style guide.
Conduct a social media content audit to discover which posts or tweets were successful and which were not.
Conduct a competitive analysis to detect content gaps and determine which forms of content are effective and how to improve them.
Gather your marketing (and sales) teams and ask them to come up with social media content ideas.Step 6: Make a Schedule for your Social Media Posts
Having a schedule is a wonderful place to start if you want to be consistent with your social media material.
After all, a calendar holds you accountable to your objectives while also allowing you to prioritize vital chores over less important ones. Plut it relieves the stress that comes with not knowing what to do next.
But how frequently should you update your social media accounts?
Here are some numbers to help you determine how frequently you should publish on each social media channel.
Keep in mind that the preceding are merely suggestions. The optimal times to post material and how frequently to do so are determined by your services and target audience.
So you’ve decided on your posting schedule’s frequency. Now comes the difficult part: sticking to the timetable.
Here’s a productivity technique for you if you want to stick to a schedule: time batching!
The goal of time batching is to arrange comparable jobs together so that you may avoid the productivity killer that is context switching.
Even if you’re sleeping or on vacation, Tweetdeck, Recurpost, Crowdfire, and HootSuite can help you batch your duties by allowing you to schedule posts ahead of time so you can reach your audience when they’re most engaged.
You can relax knowing that your entries will be published automatically at the appropriate time.Step 7: Take Care of your Social Media Accounts Like an Expert.
You’ve decided on social media campaigns goal, narrowed down your target audience, chosen your social media channels, devised a campaign strategy, and finalized a content calendar.
Now comes the difficult part: keeping track of your social media profiles.
Jumping between tools and social sites, let’s face it, can be exhausting.
Thankfully, using the Instagram tool can help you manage the chaos.
InstaChamp, for example, lets you manage multiple social media accounts from different platforms in one place, helping you cut down response time by 90%.
The application also has an Auto-Moderation option that allows you to set up automated responses to the most common message kinds.Final Word
Remember this as you develop your social media campaign: social media marketing is all about building and nurturing relationships
On social media, conversations are already taking place, and you must listen to your audience to gather the information that can help you plan your social media campaigns.
To know more about how to do Instagram automation check on the link and enrol for free.
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#1 Social Media Tool for Government
Engage citizens with the only tool that makes it easy to communicate, deliver services, and manage crises.
Book a DemoWhat is social media archiving for government agencies?
Social media archiving for government agencies is a component of open records laws. Social media is a public forum, and must be archived as such.How is social media archiving regulated in the government sector?
Social media archiving regulations vary by country, and even by state. The common component is that social media is generally considered a public record.
The requirements for archiving are quite specific and can include:
Collecting social media metadata
Maintaining a record of content in its original format
Keeping social media records for s specific period of time
Maintaining data in a specific geographic location
Each jurisdiction also has its own privacy regulations. These impact what government agencies can post on social media. For example, the Government of British Columbia has Guidelines for Government Use of Social Media. These specify that the following topics are off-limits:
Anything currently going through the court system
Information about identifiable third parties without statutory authorization
Citizen engagement can encourage people to share personal information on social media. This is especially true when people share photos. This is a particularly important area to consider when thinking about data collection and archiving.How to archive records on social media and stay compliant
Social media compliance is an ongoing challenge for all government agencies. Especially for those involved in active citizen engagement.
You need a comprehensive strategy for social media archiving. This ensures you have all the records you need to:
comply with legislation
respond to FOI requests,
address First Amendment challenges, and
improve transparency in government.Set up archiving policies and procedures
Like any good compliance strategy, your archiving system must be built on a solid foundation. Your archiving policies and procedures are the supports upon which all of your recordkeeping is built.
As you build your policies, do a thorough review of the legislation applicable in your jurisdiction to make sure you comply with every detail.
For example, Australia’s privacy and public data policies require social content to be archived in Australian data centers. That means Australian government agencies can only work with archiving solutions that have data storage options within Australia – like Brolly, which is built into Hootsuite.
Build your archiving policies and procedures into your overall social media guidelines. That way, all staff who deal with social media have easy access to your most current policies at all times.
Bonus: Get a free, customizable social media guidelines template to quickly and easily create recommendations for your company and employees.
Be sure to include a clear process for approving new social media accounts. The more accounts your agency uses, the more you need to archive. Does every department need its own social channels? Perhaps they do, but there should be a strategic purpose for each new account. Before any new account goes live, make sure to add it to your archiving process.Capture and preserve all social media content
Like we said above, social media content is considered part of the public record. That includes ALL social media communication on or with your social channels.
You might wonder why you need a special archive of your social media content. After all, it’s publically available on your social accounts. But social media platforms themselves are private-sector companies. They are not subject to open records laws. That means there’s no guarantee the social platforms will preserve your content forever.
Plus, if you ever delete or edit content, you need to keep a record of those changes. Open records laws require you to archive every version or every post presented to the public.
threats of violence,
and so on.
You should even keep a record of all content in which you are tagged or mentioned, since this can count as communication. Monitoring content in which you’re tagged or mentioned is a best practice for all social media users. It’s an important way to understand the conversation about you online. For government agencies, it’s critical.
In other words, you need purpose-built social media archiving tools for government. This is the only way to fully archive the conversation with constituents and comply with the law.
As a side note, social’s designation as a public record means you cannot block people from following your government agency social accounts. Archiving is one part of compliance with public records laws, but it’s by no means the whole picture. Check out our detailed blog post for everything you need to know about compliance for government agencies using social media.
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Watch nowInclude metadata and contextual information
Why? Because a screenshot is just an image, and images can be edited. That’s why social media archiving for government must include metadata and contextual information.
What device they used
An archive with complete metadata and contextual information allows you to reconstruct an entire social media conversation. You’ll have details and content that would otherwise be lost.Make archived content accessible and searchable
The whole point of archiving open records information is that you can access it and provide it to citizens or journalists that submit a freedom of information request. For that to work, your archive needs to be secure but easily accessible by the appropriate members of your team.
Failure to comply with a freedom of information request or legal challenge can have serious legal and financial consequences. A complete and easy-to-use archive helps protect your agency from lawsuits and other punitive action.
Free Course for Government Agencies
Take this free 45-minute course and become an expert in government social media. Learn how to save time, connect with constituents, and build a compliant social strategy.
Sign up for freeAudit your process on a regular basis
Social media changes fast. Social media legislation doesn’t move quite as quickly, but you can’t assume it will stay the same forever. And the tools available to archive social media content and improve compliance continue to evolve.
That means you need to review your archiving process regularly. You can choose what “regularly” means to your organization, but plan for a thorough social media audit at least quarterly.
For government agencies, that social media audit should include an audit of your archiving process and procedures.
Make sure any new social media accounts have been added to your archiving system. Review the archiving policies and procedures with staff both old and new. Assign someone on your team to monitor any changes in legislation. Be sure to voice these at the regular reviews if they have not yet been addressed.Social media archiving with Hootsuite
When choosing your social media archiving tools for government compliance, it’s important to work with a trusted and secure vendor. To ensure the security of government and citizen data, the U.S. government requires all cloud services used by federal agencies to pass the Federal Risk and Authorization Management Program, aka FedRAMP.
Hootsuite is FedRAMP authorized. This identifies Hootsuite as a viable automated government social media archiving solution. Hootsuite also meets the requirements of FCA, IIROC, SEC, PCI, AMF, and MiFID II. This is why more than 2,000 government and public sector agencies use Hootsuite to manage their social media.
Hootsuite integrates with compliance solutions like ProofPoint and Brolly to keep your government social media presence secure. Brolly specifically creates a secure archive with social content, including context, metadata, links, images, and videos.
Inform and engage constituents, and manage archiving on social media with Hootsuite. From a single dashboard, you can schedule and publish content to every network, monitor relevant conversations, and measure public sentiment around programs and policies with real-time social listening and analytics. See it in action.
See why Hootsuite is the #1 social media tool for government. Engage citizens, manage crises, and reduce risk online.
How Facebook and Twitter have evolved in 2023
This post will specifically focus on reviewing how Twitter and Facebook have been working on the expansion of their current features, while in part two I will review other social networks.
Here’s a look at the biggest announcements, tools and features created so far in 2023 in pursuit of making Twitter and Facebook become a set of more effective tools.Twitter January 2023:
Twitter brought mobile camera and inline editing allowing the capture and sharing of videos up to 30 seconds long which can be uploaded from the camera roll
Launch of a Bing-powered translator for web and mobile apps which can provide translations between more than 40 languages
Twitter made private conversations with a group easier with Group Direct Messaging (DMs) allowing users (and also brands) to add multiple contacts to a group chat, even those who don’t follow each otherMarch 2023:
Launch of Periscope, a live video streaming app for iOS and Android, which lets you create, watch and share live video broadcasts from a smartphone
To improve visual impact full-width timeline photos were launched on Twitter for iPhone and Android
Introduction of an embedded video feature to host Twitter’s videos on a website and blog
Launch of an official WordPress plugin which brings together Twitter’s various functionalities to a site
Analytics homepage redesign which presents an overall snapshot of engagement of an account
Launch of analytics for individual tweetsApril 2023:
Embedded tweets get a makeover to feature photos at the top of the embed to emphasise the visual side of contentMay 2023:
Twitter announced a partnership with Google aimed at starting to show tweets in search results. This integration was established with the aim of expanding Twitter’s reach to more users and make search and social tighter
Introduction of a partnership with Foursquare to pinpoint location tagging in tweets and offer the opportunity for businesses to create location-based informationJune 2023:
Twitter started autoplaying videos and GIFs allowing them to play automatically in user’s feeds which eliminates the need to tap on them to start playingJuly 2023:
Twitter unveiled Audience Insights Dashboard designed to give more demographic, interest and behaviour information about their audience and people who engage with tweets to help target better campaigns
Background wallpaper was removed from profile pages as well as timelines which were replaced with a blank background
Summary Cards received an update to display more link content in the timeline for mobile usersTwitter Advertising March 2023:
Testing of ‘Product Pages’ & ‘Collections For Shopping’, new ways for brands and business to display their products, users reviews, photos, videos and pricingJuly 2023:
Rollout of ‘Twitter Ads’ button to users’ profile pages on iOS and Android which is present right next to the ‘Edit profile’ The feature allows users to manage their ad campaigns while on the flyFacebook January 2023:
To compete against Yelp and Foursquare ‘Place Tips’ were launched offering businesses a new tool which gathers information about them (e.g. recent Posts from their Page, upcoming Events, recommendations and check-ins) and displays it to people while helping them connect and learn about places they visitFebruary 2023:
Introduction of a buying and selling feature to Facebook Groups allowing members to add a ‘Sell’ feature when creating a postMarch 2023: April 2023:
Launch of ‘Riff’, a collaborative video clip appMay 2023:
‘Critics’ Reviews’ tested on restaurant pages appearing to people who look for restaurants within Facebook
Launch of ‘Instant Articles’ to enhance a reader’s mobile experienceJune 2023:
Facebook added a new ‘Video Tab’ in Page Insights enabling publishers to determine more easily the performance of their videos
Launch of ‘Author Tags’ for website allowing publishers to encourage their Facebook readers to follow authors of these articlesJuly 2023:
Introduction of ‘Secret videos’ which let admins customise video distribution on Facebook and offers multiple new sharing features
Launch of ‘Video library’ for content management where Page owners can organise and update their videos
Incorporation of embedded feature of Autoplay video for websitesJanuary 2023:
Facebook brought the ‘Expat targeting’ feature designed to help marketers target people living abroad
Launch of ‘Ad Image Cheat Sheet’ which offers best practices for improving Facebook ad imagesMay 2023:
Announcement of ‘Facebook Lite’, new 2G-friendly app for Android in India and the Philippines
Expansion of ‘Desktop Video App Ads’ in Power Editor and Ads Create Tool
Facebook revamps Ads Manager and Power Editor to speed up the ad creation and optimisation processJuly 2023:
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