Tag Archives: Social Media Agencies

The Importance And Challenges Of Social Media Content Curation [SURVEY REPORT]

This is our second blog post about the results of a large social media marketing survey we connected with hundreds social media marketers, brands and agencies.  We first wrote about the time requirements of managing and scheduling posts for social media marketing and how the respondents spent their time. In this post we are going to focus on the results of the survey questions that focused on content curation within social media marketing.

Content Curation Survey ReportWith the entire survey we really wanted to understand where and how social media marketers spent their time, what their challenges were and where the needs exist. Related to content curation, we attempted to determine its perceived importance and effectiveness, as well as the challenges social media marketers face with the function.

From our first piece written about our survey results, we know that 75% of social media marketers are spending at least two or more hours per day on scheduling social media posts, which includes curated content. But we wanted to know how many believed content curation to be very time-consuming.

We asked them “How much they agree or disagree with the following statements about content curation”

1.  66% answered Agree or Strongly Agree that Content Curation is very time-consuming for social media marketers.

We know that back office, time-consuming tasks within social media marketing has a direct correlation with how much time can be spent on the things that actually get results. Time spent on things like commenting, conversations and relationship building suffer when proper time is dedicated to the time-consuming tasks like, finding, editing, hastagging, scheduling and posting relevant, valuable content in your streams that resonates with your audience.

2. To the Statement: Content Curation is most effective when it is done consistently – 95% Agreed or Strongly Agreed

Marketers clearly believe that consistency matters when it comes to content curation if you are going to be effective. However, due to the time-consuming nature of these tasks on a daily basis, marketers often have to prioritize them to the back burner in favor of engagement and relationship building efforts that can’t be ignored. At the same time, 95% of social media managers state that consistency is how to be effective with curation. A substantial quandary.

3. While the majority of 56% said “I need to spend less time curating and more time and resources on engagement“, 32% where undecided.

This statistic was very interesting to us because 66% said content curation was very time-consuming, yet only 56% said they need to spend less time. A HUGE 32% said they were undecided on whether or not they need to spend less time. We believe the reason for the undecided answer might be their less frequent use of curation as compared with the 56%.  With 60.3% of respondents identifying themselves as a social media agency, consultant or a brand, more likely to post curated content more frequently on a daily basis, the disparity makes more sense.

4. Respondents were split on the statement “Finding relevant content to post is the most time-consuming“.  42% agreed, while a close 41% disagreed, leaving the remaining undecided.

We found this very interesting as well. We believe experience, type of respondent and the amount of tools employed by marketers and agencies may account for the split.

5. When asked if “Editing and scheduling curated content is the most time-consuming“, 47% of social media marketers said they agreed.

Once you find content to share, you still need to curate it by editing the text of the post, hashtag and schedule it to go out when and where you want it to publish. Nearly half of those surveyed struggle to keep up with this time-consuming process.

This was backed up by a recent study published by eMarketer which explains that “…curation is not as easy as simply finding and sharing content. Organizations need a strategy, and a calendar, and most marketers report that every stage of content curation is still a struggle for them. Even a majority have trouble just sharing the items they do find.” The research noted that upwards of 52% were struggling with effeciently sharing content they discover.

6. Moving from basic content curation questions, we asked if they “always properly hashtag curated content they schedule“. 53% said they always do and still a large 32% said they do not.

Always is a pretty definitive word, to which over half agreed with such consistency in their efforts, while one-third said they do not. This reflects the growing importance and perceived value of hashtagging posts within social media marketing.

Here is a look at all the statements and results together.

Survey on Content Curation

It is very clear that social media marketers are in agreement that consistent, frequent content curation is extremely important to an overall social media marketing and content marketing strategy. They also agree that when done properly it is time-consuming and better processes and tools are needed to improve this challenge.

What are the challenges you face that prevent you from being consistent and frequent with content curation?

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Filed under Agency, Brand, Content, Curation, Engagement, Hashtag, Marketing, Relationship, Results, Social content management, Social Media, Social Media Content, Social Media Management, Social Media Marketing, Strategy

A Huge Market Social Media Agencies Shouldn’t Ignore

Since our company, Social Resolve LLC is no longer a social media marketing company, and is now exclusively a software company, it affords me the rewarding opportunity to help marketers and firms with what we have learned over several years in the space. There are a ton of vertical markets within social media that can be tapped to build a successful agency. One of the biggest of those markets is the restaurant business. This market represents a significant opportunity for both new and existing social media firms to see significant growth and profit.

Here are some statistics you need to know:  According to the National Restaurant Association, “Social media savvy consumers (frequent users of at least one social media tool, including Facebook, Twitter, mobile phone applications such as Foursquare or Urban Spoon, or online review sites such as Yelp) are more active in the restaurant community and dine out more frequently than the general public.”

Their study goes further by stating “More than eight out of 10 restaurant operators say social media will become a more important marketing tool in the future. More than half also say they are likely to incorporate Facebook, online review sites, Twitter and blogs into their marketing mix in the next two years.”

My experience in developing and executing social media strategies within this space has uncovered several keys to success. Here are some of the things that you need to focus on:

1) Be known for something – There are millions of restaurants in the US. Sometimes several on a single corner. Your clients brand is competing against national chains and larger more financially backed restaurants that spend millions on branding and marketing. It is imperitive that you make your clients restaurant unique. Leverage their specialty to create a following and drive traffic. Whether it’s their specific food type, a unique drink they make or entertainment, find the unique niche and use it.

2) Targeted Community – Audience size is massively important to having a successful social media program for restaurants. You must have a large enough, highly targeted community that takes into account both demographic and geographic specifics. I believe that a Twitter following of 1,500 and fanpage community of 400 is the minimum bar to focus on initially. The audience must be big enough to drive enough activity.

3) Content strategy – Remember, social media marketing is about relationships. It’s not about you but your community. Their interests, desires and hot buttons. Determine their interests and share relevant, valuable content they will enjoy and prompt them to engage with your restaurant in conversation. Then share some content about special deals and events you are having, while paying special attention to targeting offers during your slow times.

4) Engage – If you are a social media marketer or agency, you should already know this. Remember the social media formula is – Content leads to conversation. Conversations lead to Relationships and Relationships lead to Business and ROI.

5) Staff – The most important part of the restaurant social media marketing program is staff training and involvement. They need to understand the program being executed and how it relates to their customers. Be sure they know the companies social media sites/names and how to converse with socially savvy customers. The key to getting staff buy-in of your social media program is helping them see a direct connection to their improved income.

We know we tend to tip better when out waiter connects with us or has a similar interest in a sports team, etc. Help the wait staff understand that social media people are nuts about it. Connecting with them about social media leads to bigger tips and repeat customers that want to sit in their areas. Once they realize this fact, staff tend to get on board, resulting in a powerful partnership that will push your marketing efforts forward far more rapidly and effectively.

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Filed under Facebook, location based services, Social Media, Social Media Content, Social Media Management, Social Media Marketing, Social Media ROI, Strategy, Twitter