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Social Media Management

Social media provides a direct line of communication to a large-scale audience while establishing a presence and authority as an expert in virtually any market.

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Overview

Social media provides the opportunity to build brand awareness, transmit messages to key audiences, and drive website traffic at very low cost, therefore offering big returns through more leads and prospects which in turn promote sales and revenue.

Effective social media marketing takes quality and consistency over time to build interest and a following. Building a social media presence on the most popular platforms — Facebook, Twitter, Instagram, LinkedIn, Pinterest, and Youtube — requires the thoughtful construction of a comprehensive and coordinated campaign strategy.

Depending on your company’s specific needs, we craft each social media profile needed. At OPANO, we encourage our clients to select social media platforms that make sense for their service or product offering, and industry; as relevance is considered a contributing factor should you, for example, also desire to rank your profile on the first page of Google. It is important to establish authority on platforms that are used by potential customers. Whether they mostly congregate on and favor Facebook, Twitter, Instagram, LinkedIn, Pinterest, Youtube, or all, we’ll take the guesswork out of the process for you.

In addition, we can update any existing accounts you may already have with the purpose of accomplishing an improved user experience (UX) through improved profile images and descriptions, the application of existing or new brand collateral, and the creation of original profile content, as needed.

Strategy

At OPANCO, we encourage active collaboration amongst our social media clients in determining the most effective and efficient short- and long-term goals that are both attainable and time-sensitive. Based on specific data relating to your target audience, we can create and develop thorough key messaging strategies for initial and on-going social media activities.

Our social media strategy is customized according to the specific needs of each client and utilizes advanced technology that provides insights that further aid our ability to determine:

  • When to implement post or status updates, such as optimal day(s) and time(s) to identify opportunities for engagement and interest;
  • Activity on every utilized social media platform, blog, forum, and other websites;
  • Mentions by specific industry-related influencers and publications;
  • An effective content marketing strategy that addresses specific questions your followers might have by actively distributing content;
  • Information about who specifically is posting about your brand and how influential or valuable these posts are;
  • Important influencers within your niche who mention keywords relating to your business on virtually all social networks;
  • Opportunities for earning quality backlinks through content syndication; and
  • Mechanisms that ensure all newly published content is quickly indexed by search engines.

Maintenance

When connecting with your customers online using social media, a regular posting schedule is crucial. A tip we suggest for social rookies is, to begin with, an initial introductory message that is both engaging and compelling enough to warrant a click of a “follow” button. We understand most companies simply don’t have enough bandwidth to get social online, which is why our clients realize the value-added benefit in engaging us in social media management.

In order to sustain a consistent schedule and regular activity, we’ll work together in creating an editorial calendar to define daily, weekly, or monthly content topics and messaging. We’ll provide our expert recommendations, split test ideas, and make adjustments when necessary.

Engagement

A question that we often hear relating to growing and increasing one’s social audience and follower count is: “How do I get more followers? Likes? Comments? Etc.?” As we work toward enhancing and broadening your social “reach”, we play by the rules and suggest incorporating social media campaigns.

Social media campaigns differ from traditional social media efforts mostly due to their increased, targeting, focus, and measurability. A campaign can be focused on a pre-defined goal. As a reminder, a goal, whether short- or long-term, should be time-sensitive, measurable, and attainable.

Prior to creating and implementing a campaign, we obtain a baseline measurement of your targeted metric, which allows us to set a firm start and end date for the purpose of keeping costs in check and comparing pre-and-post campaign performance. With this information, we are able to provide you with an improved understanding of what specifically appeals the most to your target customer.

Once a baseline is established, define goals and schedule a definitive timeline for the campaign. Having firm start and end dates is important, both for a) keeping costs and mission creep in check, and b) comparing performance pre-and-post campaign.

At OPANCO, we play by the rules and strictly abide by the following social media campaign best practices:

  • Encourage followers to interact with posts in the way of inviting them to ask a question, participate in polls, write a review, enter a contest, or subscribe to an email list.
  • Incentivize followers to provide specific information about themselves in exchange for special discounts, prizes, or exclusive content.
  • Ensure contest prizes are relevant to your business, such as a free or discounted product or service.
  • Proactively reinforce positive interactions and personalized communication throughout the campaign.
  • Promote campaign syndication across all social media platforms.
  • Split test appearance and messaging and direct users to variations in landing page design to further draw emphasis to the campaign.
  • Carefully monitor campaign performance and make adjustments to strategy if necessary.

We’ll be able to analyze the results from each campaign, and then we will provide a report of it’s success. Results of campaigns can be compared so the most effective promotions, offers, or contests can be replicated.

Reporting

Social media reporting is typically performed on a monthly basis and includes a comprehensive summary outlining detailed metrics aggregated from the previous month.

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