Tag Archives: training

Adjusting Social Media Inputs To Realize Desired Output

There are several things to be said about effective social media marketing. One of them is that social media is not static. If you’re being effective with a social media program it is often because you are doing many things right, not the least of which is continually making adjustments.

Adjusting Social Media inputs to improve output resultsThe famous quote from Albert Einstein says it best – “Insanity: doing the same thing over and over again and expecting different results.” There’s not many other places that this phrase holds more true, than with social media marketing.

If you are not getting real results with your social media marketing, there is only one reason. What you are doing in one or many areas isn’t correct. Lack of results in this space isn’t because social media doesn’t work, it’s simply due to missing activity, improper strategy or most importantly improper activity that is preventing your desired results.

You need to ask yourself a simple, but extremely important question and answer it honestly. Not only do you need to do this, but you also need to be prepared for the answer you uncover.

Are you getting the results you expected from your social media marketing efforts?

If you are able to be honest with this question and accept the real answer, then you need to weigh the options.

Answer = No

If you have answered this all important question honestly as a resounding NO, then you need to make some adjustments to what you are doing. But you can’t make adjustments for adjustments sake. You need to know what you don’t know and that requires information.

There are not too many other marketing disciplines that have a bigger learning curve than social media. There are so many best practices, tools, mistakes and resources required, most professionals take years to get up to speed. What’s more? Things in social media change on a daily basis, making the learning curve even more challenging.

Ask yourself these questions:

1) Do you know what you don’t know about social media marketing?

2) Do you have the time and ability to learn what you don’t know and execute it well enough to get results?

3) Are you spending more time learning about social media, then you are executing it effectively?

4) What 4 things are you currently doing in your social media program that are alienating your audience and results?

5) Do you have a detailed strategy and is it the correct strategy?

Hard questions aren’t they? Doing social media marketing is easy, getting real results is not. You may need to make some adjustments. What are your options?

Learn – There are many books, consultants and courses out there that teach social media marketing. I suggest doing a lot of research because many are from people who have never really achieved social media success, other than promoting their celebrity, books or training.

Invest – One option is to hire a social media professional or agency to handle it for you. Find one that has the experience and expertise to execute your social media management well. Tip – If someone tells you they can do that for $500/mo or less, run. It takes far more than that to make social effective.

Refocus – Another option is to seriously consider whether your brand, product or niche can be effective using social media and/or whether you can afford to invest the time and money required to make it a success. I personally believe almost every single market can be effective with social, but that only depends on having the proper knowledge, experience and resources.

Answer = Yes

If you answered YES to getting the results you expected, you’re not even close to finished. Fine tuning and refining what you’re doing will uncover new opportunities to increase your current results. At this stage of your social media efforts, discovering which components of your strategy and tactics are the ones that are contributing most to your results need to be accurately identified and leveraged.

Ask yourself these questions:

1) Do you know the tactics, strategies, topics and content that is getting the best results?

2) Do you know which of these are not getting the best results?

3) What activities need to be adjusted upward to increase the results you are getting and how much of an increase of these activities is scalable?

4) Does removing less effective activities impact your overall results positively?

5) What missing components could be added to what is working well to increase your net results.

Now let me be very clear. When I say results, I am referring to REAL results. Things like traffic, leads, walk-ins, sales and revenue. I am not referring to soft results like engagement, likes, followers or branding. While these are also important metrics to track, they are not the measurement of whether your social media is actually getting results or not.

There are millions of marketers, brands and people spending an exorbitant amount of time attempting to execute social media marketing. At the end of the day, just like any other sales or marketing efforts, there needs to be a return that can be measured against the input of time, resources and money. Failure to understand this will doom your social media marketing to activity, low optimal output and little meaningful results.


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Filed under Audience, Engagement, Followers, Marketing, Results, Social Media, Social Media Marketing, Social Media ROI, Strategy

Is Social Media Certification The Solution Or A BandAid For The Symptom?

Is social media certification a game-changer or something else?A few weeks ago I shared a post that claimed that social media certification was a game changer for social media professionals. The thread from the post exploded with people on both sides of the fence. The two camps seemed to line up around long-time industry professionals that were opposed to the idea and those that see it as something that is badly needed.

Here are some of the comments and views from the two sides of the debate:

The For Certification As A Solution Camp:

1) Brands need in-house employees to be trained.

2) Important for business to understand the strategic role and benefits of social media in the total marketing mix.

3)  It’s a sign the industry is getting more cred that certification is needed to separate some of the wheat from the chaff.

4)  This is an important step to corporate credibility.

5) A call for validation and certification means the industry is gaining credibility and acceptance

6) We do need something in the industry for certification and accreditation, proof of ethical standards

The Against Certification As A Solution Camp:

1) I find that most of the people teaching the courses have never worked in social media and don’t know anything about doing it successfully.

2) A certificate does not mean you are an expert any more than a college degree says you are ready for the business world.

3) Social Media changes so frequently it will be outdated before it’s even printed.

4) I have an issue with this program. Who is teaching the certificate program? IMO the best and brightest in our industry actively working to serve their clients. I do however, think we all have a responsibility within our industry to teach through internships, etc so that we continue to grow our talent pool for future hires.

5) Social media is evolving way to rapidly to have a certificate in it.

Sometimes a piece of paper does not truly reflect someone’s natural ability in social media, initiative, work experience, passion or a common sense marketing approach. Ultimately if you don’t understand the customer and their marketing goals and strategy then it’s unlikely a certificate will provide all the answers.

6) Anyone can create a certificate program on anything. Calling this a game changer only indicates how few people actually get what SM is all about.

Certifications are very important to the companies that sell them…

7) Basically what they are doing is taking money from people who are gullible enough to believe that this will all be relevant in a month or two.

My Summary On Social Media Certification:

At the end of the day, social media certification is not an entirely bad thing, nor is it anything close to a game-changer. As the industry evolves, brands and professionals will need ways to educate their teams and most don’t have internal resources for this. On the other hand, the questions surrounding who is creating and teaching the curriculum for such certifications is troublesome. If the intent of these certifications is to ensure that someone understands theory, terminology and concepts, it could be a good starting point for many. Unfortunately I fear that the ways these certifications are marketed by providers and certification holders alike, leaves much to be desired about the required knowledge and experience required to execute effective social media marketing. Brands and businesses that don’t know anything about social media marketing could be easily duped by people touting their certification with no more ability or experience in social media than my 15-year-old daughter.

What’s your view on this topic?

Reference Article: http://blog.hootsuite.com/social-media-certification-gamechanger-for-professionals/


Filed under Certification, Marketing, Results, Social Media, Social Media Marketing

Upgraded Dashboard, User Interface and Wizards Added To Bundle Post

On the heels of the largest upgrade we have ever released, Bundle Post 3.0 has received incredible visibility, user base growth and praise from new and existing users alike. We have taken the feedback garnered from our users and focused our attention on the things that make an already powerful system even more so. Continuing down the path of constant improvement, the Bundle Post team is again addressing additional elements of our application surrounding ease of use and support.

Social Media Easy ButtonBundle Post is the most comprehensive back-office social media curation and marketing platform on the market today. The Patent Pending power it delivers can also come with complexity and a learning curve that is a barrier to some. So immediately following the launch of 3.0, the Bundlet Post team spent hours pouring over notes from user feedback as well as reporting data showing areas within the system that our new and existing users have the most trouble understanding and executing easily. This release addresses those areas and results in a far more intuitive and resourceful interface.

Addressed in this release are six main enhancements that make the Bundle Post social media content management tool even easier:

1) Main navigation redesign – Some of the challenges that we discovered users experiencing were found in the main navigation bar at the top of every page within the system. The two most frequent things we heard from new users about this part of the system were – A) Where do I click to Export scheduled content? and B) Where are my settings and account information?

Sometimes the simplest solution is best. Here’s how we addressed these concerns:


The navigation bar has been changed slightly to highlight the two most frequent issues. The common “settings gear” has been added to easily identify the account settings and dashboard link and it has been located at the far right where most applications place this function. We have also highlighted the Export function within the navigation making it very obvious for all users.

2) Dashboard redesign – One of the worst pages within the Bundle Post system was the Dashboard. There was little on the page that provided value and what was valuable was extremely difficult to find and understand.

New Bundle Post Dashboard

The new Dashboard has been completely redesigned to provide a clean interface that makes it easy to manage your account and get help when you need it.

3) Dashboard Setup wizard – We have created an intuitive setup wizard for the dashboard that walks you through setting up your Bundle Post account, step by step. The wizard was designed to seamlessly walk you through the steps needed to get every aspect of your account created. Here’s how it works:

When you hit the dashboard for the first time, the setup wizard will be automatically maximized, showing step one (Sign Up) has been completed. Putting your cursor over the next step will display instructions for what the next step is. Clicking on a step will take you directly to that part of the system.

The setup wizard will also track your progress and check off the steps you have completed, all the way through to exporting scheduled content. Once you have completed an export, the dashboard setup wizard will automatically minimize for you from that point forward. If you would like to use the wizard again, or add a team member, you can always click the Setup [+] text to maximize the wizard again.

4) Account settings and support enhancements – In keeping with a more organized and clean interface on the dashboard, you now have three clear sections containing the information you need. We start off by clarifying any confusion of your username by displaying it at the very top of the dashboard. We then created three sections in the middle of the dashboard page that groups information for you.

Account Section: In the new account section we remind you of your account type and give you links to the various aspects of your profile that you can manage. Email preferences and compare plan links have been added to give you control over everything in one place.

Notices: The notices section will inform you of new features, our latest blog posts and system maintenance expectations as necessary. Our goal is to keep you informed on the latest improvements in the simplest way possible.

Support: Finally, the support sections has been added to give you access to the most common videos and help files used in the system. We also coded a new contact support form that improves the information we receive from you when you contact us for help with fields that auto-fill when allowable. We are very well-known for our incredible customer support, but we wanted to make it even better.

Social Media Video Training5) Social media marketing training – So you’re new to social media marketing or you are struggling with an element of your social media results? We now have a comprehensive solution for you. The last link in the support section will take you to a page that contains 6 one hour social media marketing training videos. This free training series will walk you through a complete course on social media marketing, giving the beginner a solid foundation and the professional additional tools and insight to be even more effective. Check it out and let us know what you think.

6) Instructional page wizards – We continued the setup wizard functionality across all sections of the system to ensure that users understand and can easily utilize the functionality, without having to read help files or watch videos.

Setup Help Wizard

Wherever you are inside of Bundle Post, you will see the Help graphic and the Setup [+] text. If you have not yet added anything new to that section of the system it will automatically maximize the steps for you. Hovering on each step will give you the details you need to know about each step. Simple, effective and intuitive.

The intent and focus of this release is to make the power of Bundle Post easier for new users and more effective for our experienced customers. Our hope is that these improvements help you get the most out of the application and realize a massive improvement in efficiency, effectiveness and profitability within your social media marketing efforts.

Let us know what you think!

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Filed under Bundle Post, Content, Curation, Social content management, Social Media, Social Media Marketing

The Most Important Thing A Social Media Agency Can Do For Clients

So you’re a social media marketing agency and you are managing account for your clients, and you are wanting to take the results to the next level. You have set up the accounts, are regularly and frequently sharing valuable content in the various streams and are of course engaging and building relationships. Now you may even be asking yourself a few important questions like;

Social Media ResultsWhat is the most important thing you should be doing to maximize the reach for a client’s social media?

How do I implement it once I know?

Sound familiar? We thought so. We have been there. Previously to becoming a social media software company, we were a social media agency. We dealt with this question frequently and discovered that as it relates to retail client’s, there is one specific thing you can do to make a clients social media marketing more effective, more quickly. What is it?

Teach the client’s staff to understand and leverage their face-to-face contact with customers around social media.

Today’s consumers are incredibly connected online through social media, and an ever-increasing part of that connectivity is through mobile. Ensuring your client’s staff understands this and teaching them to recognize and utilize “in store” opportunities that further the overall social media marketing effort is essential. Using the staff to magnify and multiply the social media exposure is important for a comprehensive strategy that delivers.

Here are some key points to follow for best results:

1) Group Training –  If at all possible do a group training that brings all the staff that has consumer contact together in one place at one time. Be careful to only explain the basics of social media marketing, and not get into the deep details. You just want the group to have a decent understanding of it.

Going too deep into social media marketing will often cause the team to lose interest, get bored and take way too long. Keep it simple and short.

If your client location is not local to you, schedule a Google Hangout or Skype call with the client when they can have their staff together in a room for you to train all at once. Recording the training for use with new staff members can also be very helpful.

2) What You’re Doing – Be sure that the staff understands what the general strategy of the social media program is all about. They should know what you are doing for the client so they can answer basic questions when in a conversation with a visiting customer.

3) Spotting Customers – Teach the staff what to watch for when customers are in the store. Train them to keep an eye out for customers using or carrying smart phones and tablets, etc. If someone has a smart phone or tablet, they are likely a social media user.

Be sure that you cover the things likely to be asked of them about the client’s social media and give them some opening comments or questions they can use to bring it up. Things like:

– Are you guys on Facebook?

– Have you checked in on Foursquare?

– Are you following us on Twitter for our specials?

Prior to doing the staff training, work with the client to establish some kind of discount program for likes and follows, enabling the staff to incent customers to like the company page, follow and mention on Twitter, check in on Foursquare, etc. If the client is agreeable to the incentive program, be sure to have the details for the staff when you do the training.

4) Client SM Accounts – One of the most important things the staff must know off the top of their heads is what the client social media account names are. Make sure to go over all of the networks the client is on and the exact account names customers can use to find them.

Adding signs on the doors and at check out counters with the social media account names will not only aid staff in remembering, but also remind customers that the client is there.

5) Handouts – Prepare handouts with the bullet points that you covered in the meeting so they have something to reference once you leave.

6) Make It Personal for the Staff  **MOST Important**- If there was one thing we learned as an agency going through these steps with a client, was that making it personal and beneficial for the employees to do these things is imperative. In other words, have an answer for “what’s in it for them”.

Example: If the client is a restaurant, help the staff understand how they can make bigger tips by talking about social media with their customers. Give them examples of how they get bigger tips when they connect with customers about sports teams and how social media users are often even more fanatic than sports fans. Making the human connection with a customer about social media can result in bigger tips. If the client is some other kind of business, work with the client to create contests for the staff that enables them to win small bonuses or store credits, etc.

The point is, make it personal and beneficial for the staff to get on the social media marketing program.

Getting staff involved in the right ways with on site customers will make a significant impact on the overall social media marketing effort you are managing for them. If you do it properly, it will make your agency’s job much easier and the community growth, engagement and revenue results considerably larger and faster.


Filed under Agency, Community, Facebook, Google, Marketing, Mobile, Results, Smart Phone, Social Media, Social Media Marketing, Strategy, Twitter