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advanced level:
advanced level:
Goals at Advanced Level
Goals at Advanced Level
Align marketing and business goals with social media content.
Set clear Calls to Action.
Insights / Analytics / KPIs.
At this stage businesses are using social media in a Strategic way, meaning their content is very specific to audiences, messaging and goals. There are specific goals which we often refer to as Calls to Action.
New Customers / Sales - promoting specific products, services or events to gain sales.
Lead Generation - click and sign up, click and X (fill in) - to turn followers into email subscribers, memberships, donors, volunteers.
Website Visits - increasing traffic to website.
Brand Awareness - staying top of mind with their followers.
Tips for this level - Know the marketing fundamentals:
Marketing & Business Goals? What are they? Be specific.
Audience - Define your main target audience/customer - demographic profile.
Location - Where is your audience primarily?
Keywords and Hashtags.
Resources Needed
Resources Needed
At this stage businesses often employee a PT to FT staff person and/or outsourced agency. At this level, there is a research and planning involved. Businesses treat it much like traditional advertising with specific goals in mind for their content.
Time needed at this level: varies but usually 20 to 30 hours/month
You will need:
Your phone(s).
Photo / Video Editing Tools (app or professional).
Amateur/Professional Videographer and Photographer assistance.
Scheduler.
Editorial Calendar (calendar for planning content)
Extra time.
Potentially extra help for capturing Unscripted Media.
Again, the following demonstrations applies to Instagram, Facebook, Twitter, Tiktok, Youtube, Pinterest and Linkedin. The only difference is that content is customized for each channel as each channel has different demographic profile.
11. contests and giveaways
11. contests and giveaways
What is a Social Media Contest or Giveaway?
What is a Social Media Contest or Giveaway?
Consider this a fun way to engage with your followers with the following benefits:
Have your profile shared to other profiles
Gain new followers
Get new engagement
Use your existing products / services
Collaborate with partner
Social Media Contest & Giveaway Guidelines
Social Media Contest & Giveaway Guidelines
Instagram and Facebook and the other platforms have policies and guidelines on what you can and can't say in your contests and giveaways. Be sure to review these and not violate them or your contest or giveaway will be removed.
12. FACEBOOK events
12. FACEBOOK events
Facebook Events
Facebook Events
Create events to help promote your activities.
Example: Applewood Manor's New Year's Open House event.
You can create an event and add ABBA as a collaborator and then it shows up on our social media event list as well!
Resources:
Resources:
13. editorial calendar
13. editorial calendar
What is an Editorial Calendar?
What is an Editorial Calendar?
This can be as simple as a document, spreadsheet or as complicated as using a project calendar system. It's simply a way of planning and organizing your social media content ahead of time.
Best used for
organizations with multiple messaging goals, marketing goals, departments, etc.
different content categories need to be shared
ensuring specific messages get posted.
Examples of planned content:
Examples of planned content:
Important dates like office closures, holidays, anniversaries, celebrations
Your specials, deals
Area events and activities
Giveaways
Social Media Calendar!
calendar
calendar
Some use a google calendar to plan content. This is our calendar in Monday.com
Spreadsheet or project management
Spreadsheet or project management
We use monday.com project management to track and plan content across multiple social media platforms
15. schedulers & useful apps
15. schedulers & useful apps
Schedulers
Schedulers
Facebook Planner - only for business accounts and can post to Facebook and Instagram.
The following schedulers are recommended for use when you don’t have business profiles. Please note, these are each apps you download. Some, you can use on desktop but features may be different.
Later.com - https://later.com/pricing/
$18/month
Buffer.com - https://buffer.com/pricing
Free for up to 3 channels
Hootsuite and Sendible - very expensive but useful when you have more than 3 accounts to manage.
Example of ABBA Facebook Planner
Example of ABBA Facebook Planner
Other Useful Apps
Other Useful Apps
Canva - The #1 used app/desktop platform to create social media posts with prebuilt templates, graphics and even includes video.
IMPORTANT - Photos and Videos - Do NOT use photos unless you know they are royalty free and/or you have permissions or you have purchased them with the correct license use. You can and will be sued.
Royalty Free Photos Resources
The Smithsonian Open Access has released thousands of their photos that can be used without credit.
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