I have been managing a couple of brand’s fan pages directly for some time – Savvy Cellar Wines (which I’m a Co-Owner of) for over two years and Organic Wine Review (which was video blog launched last year). My consulting practice SmokeJumper Strategy is increasing being called upon to assist software and Internet companies with their social media and marketing strategy, which inevitably includes Facebook. I was also recently asked by Facebook to become an Advisor to their Local product and marketing efforts.
During this time, I’ve experimented with many aspects of managing a fan page for a small & local businesses: from times to post, different media types and observing and measuring what types of posts seem to drive social interaction. Along the way, we’ve managed to grow our fan base (now at 2,100), hopefully engage them in a positive way and taken advantage of the advances Facebook has engineered into their tools and apps for fan pages, their advertising platform and their analytics to measure audiences and responses to actions.
This excellent guide includes a checklist outlining the steps a company should take to use social media effectively. Using Marketo’s list as a starting point, I added some steps and extended others to develop a new “best practices” tool:
Social Marketing Best Practices Planning Checklist:
1) Establish clear goals for social marketing.
- Keep objectives in mind for every initiative executed.
2) Commit people to social marketing.
- Social media is about real-time response and frequently updated information – both of which require commitment and dedication.
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