By Andy Sernovitz on July 31st, 2014 | 53040Comment on this postAndy%27s+Answers%3A+How+General+Mills+manages+their+social+media+content+strategy2014-07-31+11%3A15%3A10Andy+Sernovitzhttp%3A%2F%2Fsmartblogs.com%2F%3Fp%3D53040
“The world doesn’t need more content,” says Kevin Hunt, corporate social media manager for General Mills. “It needs more interesting content.” But, as he admits, social media content strategy is a bit more complex than that.
In his presentation at SocialMedia.org’s Brands-Only Summit, Kevin gives a quick lesson on the fundamentals of managing a social media content strategy. He discusses General Mills’ methods for sourcing great content, choosing social platforms and developing a program calendar. Here are some key takeaways:
- Use your employees. Sometimes, the best content comes from internal divisions and brands. Kevin suggests identifying employees who can serve as inspiration or contributors for posts.
- Look to the marketplace. Kevin encourages social media managers to brainstorm with client-side departments, like consumer services or sales, for ideas. These people are interacting with customers every day and understand the kind of content they want to see.
- Ask your audience. Don’t know what your customers want to read?
There is no viral button on the Internet. (While I’ve always wondered what the F6 button does on a Mac, I don’t think it helps a brand garner millions of video views).
That said, there are many ways a digital campaign can be structured to encourage social sharing and engagement and go viral. There is no one-size fits all approach, but there are many common traits that come along with running a popular online campaign.
As a die-hard Yankee fan, it gives me great pleasure breakdown one of the latest viral campaigns: Nike’s Jordan Brand’s #RE2PECT ad featuring Derek Jeter, which garnered 7 million YouTube views and countless social media posts over the past two weeks.
The ad opens with Bob Sheppard’s classic plate introduction, “Now batting, No. 2, Derek Jeter, No. 2.” It’s a voice that will forever send goose bumps down the arms of any Yankee fan. To see Yankees legends from late 1990s all together transition to the boy on his bed staring at the TV screen made every millennial Yankee fan reminisce of the glory days when bedtimes in October were often stretched past midnight. (read more…)
Many seasoned marketers are all too eager to leave the social media marketing to younger professionals. The ever-evolving social media space can feel daunting to traditional marketers accustomed to broadcast and print marketing. But while the technology is different, the basic building blocks of marketing still hold true.
When creating a marketing campaign delivered through any media, you must…
- Identify your target market. In traditional marketing, we get to know the target market through quantitative or qualitative market research. With social media marketing, we can get to know the target by “listening” on the social media platform. What are customers saying about the product? About what they want? About how they use the product? Same questions, new media.
- Create relevant messaging. In traditional marketing, the development of the message can be a very long, intensive process. With social media marketing, the creative development cycle is usually much faster.
Data safety is serious business, and several surveys published this year have shown that the biggest risk to data safety is your employees.
The notion that your employees hold your business’s security in their hands is a scary one. Fortunately, the surveys have also suggested that it is usually out of ignorance, rather than maliciousness, that employees compromise data.
This means that employees just need some training and motivation to implement proper data security measures. Below are several steps business leaders can take to encourage their employees to make data safety a critical part of their roles within the company.
Run a security audit to see where the weak links are
This first, essential step helps you clearly identify the weak areas in your data security. Of course, most of the weak areas will have something to do with your employees. A study by Osterman Research found that 58% of respondents said malware was unknowingly downloaded by workers browsing the Internet, and 56% blamed the malware and phishing found on workers’ personal e-mail accounts for data security breaches. (read more…)