Tuesday, 02 March 2010 13:44

Social Media Marketing Strategy Executed By Way Of A Engagement Schedule And ROI Metrics Analysis

Written by  Fidel Gonzales
Social Media Marketing Strategy Executed By Way Of A Engagement Schedule And ROI Metrics Analysis

It seems the business of marketing, particularly social media marketing, remains on course with a continuum of exponential growth. Bouncing around between a massive list of bookmarks and well categorized RSS feeds within my Mozilla Firefox web browser, even with advanced organizational skills, it is often difficult to keep up with certain aspects of the industries I engage. Organizing data, identifying opportunies and prioritizing them according to objectives is key.

Today, amidst the phone calls and daily updates, I am devising a series of spreadsheets. One of which is specific to social media. I have a social media spreadsheet that contains a list of over a hundred social media websites.

The social media spreadsheet, or social media asset spreadsheet, is used for each clients and their list of web assets. The list contains virtually all web-related account information, including login and API information for each specific account. Additional information included in the columns of the list, specifically for those clients who possesses multiple Twitter accounts, for example, are notes for each of the accounts, which identifies each account purpose, its market focus, the market lifestyle, a summarized publishing schedule and a writing style summary.

The social media performance spreadsheet I began work on this morning, though, will be more for monitoring social media performance. Thus far, it is not highly sophisticated but may very well be as the month progresses and time permits. This Microsoft Excel spreadsheet, as with many others, will be shared with key client representatives via the real-time Google Docs collaboration platform.

SOCIAL MARKETING ENGAGEMENT SCHEDULE

Add to that, we are working on an event-based and maintenance-based publishing schedule that incorporates Twitter, YouTube, Facebook, Ustream and the blogs. Amidst all the other last minute changes to the various programs, many of our efforts have not proceeded as planned, instead giving way to more pressing priorities, but at least with a battle plan and a performance spreadsheet in place, we now have the strategy and its objective clearly defined for the team to work toward and a means by which we can monitor our return on investment (ROI) and adapt it according to the operational requirements.

Since my days serving as freelance editorial agent (writer/photographer), newspaper sports editor and later managing editor, I have enlisted the editorial schedule for maintaining an organized and strategized operation. This schedule, when it became common practice to disseminate content to multiple web publishing platforms, particularly with the advent of social networking websites, has adapted and does so continually, according to technology, editorial objectives and the target markets that editorial brand platform serves.

When you've got clients, the same strategy can be deployed but may very well become far more sophisticated. With some time and perhaps with some encouragement, I'll post a few templates that I have drawn up so that others may likewise benefit.

INTERESTING MARKETING WEBSITES

  • YPULSE - http://www.ypulse.com/
    Comprised of media and insights divisions, Youth Pulse is the leading authority on youth. We study the opinions and behavior of tweens, teens, collegians and young adults in order to provide news, commentary, events, research and strategy for marketing, brand and media professionals. Ypulse Media has developed a unique platform for youth media and marketing professionals, producing an award-winning blog (Ypulse.com), a popular email newsletter (Ypulse Daily Update), a series of informative web-based briefing sessions and the annual Ypulse Youth Marketing Mashup Conference.  Driven by an editorial staff who are passionate about youth culture, Ypulse Media provides independent coverage of youth marketing and media for academic, agency, brand, cause and media organizations.
  • BizNik - http://biznik.com/
    It sucks growing a business alone. No one cares. But we do. Biznik is an award-winning community of entrepreneurs and small businesses dedicated to helping each other succeed.  If you're having any of these problems, and want to do something about it, Biznik is for you:      * You love running your business, but hate feeling isolated.     * You need more clients and customers.     * You need to raise your visibility and credibility.     * You do most things well in your business, but not everything.     * You don't have enough opportunities to meet colleagues and potential partners.     * Your business isn't growing fast enough.     * You have a hard time keeping up with trends that affect your business.     * You aren't sure how to use social media to promote your business.     * You're thinking about starting a business, but aren't sure where to start.
  • Young Entrepreneur - http://www.youngentrepreneur.com/
    YoungEntrepreneur.com was launched in 1999 and has grown to become one of the largest online forum communities for entrepreneurs worldwide.  YoungEntrepreneur.com has become a “must visit” resource for start-up CEOs, founders, aspiring entrepreneurs, mentors and investors worldwide, reaching an audience that very few can match.  Our social network and blog properties showcase Entrepreneurship, Marketing, Online Business Strategies, Entrepreneur Interviews, and several features, solutions and support to assist small business owners with starting, managing and growing successful business ventures. We cater to the entrepreneurial passions of our entrepreneurial audience, giving them all the latest news, entrepreneurial conversations, small business webinars, access to seasoned experts and of course access to the most active community of like-minded entrepreneurs.  YoungEntrepreneur.com is one of the largest and fastest growing small business social networking forums for entrepreneurs. The YoungEntrepreneur.com members are comprised of entrepreneurs and aspiring entrepreneurs who are truly passionate about economic development and enjoy promoting the formation and success of innovative and growth-oriented companies.  Several topics discussed and some of the many features include networking with a like-minded business professionals including venture capitalists, private investors, industry experts, business service providers, inventors, up and coming and successful entrepreneurs.  YoungEntrepreneur.com members understand that the future economic vitality of the World must come from the emergence of new businesses through entrepreneurship. Entrepreneurs add new jobs, create new opportunities for prosperity, and also help support the World’s creativity and cultural richness. Our goal is to help you start, manage or grow your successful business venture.  In order for this to occur, there must be an entrepreneurial culture, a pool of resources to draw from, and successful models to follow. It is our hope that YoungEntrepreneur.com can provide the critical mass necessary to help create this mindset and continue to grow our software, solutions and support for our members.  The most important resource is simple: the entrepreneur. Motivated, prepared, smart, tenacious. Men and Women who ‘dream the POSSIBLE dream’ and contribute generously to our future together.
  • Outspoken Media - http://outspokenmedia.com/
    Outspoken Media was founded in 2009 by industry leaders Rae Hoffman, Rhea Drysdale and Lisa Barone. After connecting via the online marketing world, Rhea and Lisa decided that they cared too much about their clients to work for anyone else or adhere to anyone else’s standards. They sought the advice of long-time industry veteran and non-conformist Rae Hoffman and the idea for Outspoken Media was born.

COOL MEDIA MARKETING BLOG POSTS

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