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Social marketing

Social media strategy and planning essentials

This is part 9 of my Smart Insights 12 part social media series. In the last part we looked at reporting for social media; in this blog, I discuss what tools you can use to help plan and manage your social campaigns. Please note that this list isn’t exhaustive. There’s a wide range of tools available, and each person I know uses a different mix depending on business needs. This blog aims to show you the types of tool you need to evaluate; you should then do your own research to find out what gives you're the functionality you need.

Measurement tools

Let’s start by getting the fundamentals put in place. To do social media intelligently, you need to underpin your planning and decision making with accurate data.

Google Analytics campaign tracking

My first port of call is always web analytics + URL campaign tracking. I’m going to…
Last year I made half a dozen resolutions for 2012 as an email marketer. The basic overall theme was to focus more on relating better to people we serve on their terms, be they clients of the company I work for or subscribers to an email newsletter of any of those clients. I don’t know how you did with your resolutions, but here’s my self-assessment of how I did.

1. Stop talking like a rocket scientist

I’d give myself 7 out of 10 on this one. While like to think I’m naturally talented at putting industry terms and complex ideas into frames of reference which people can understand, I still found myself being lazy at times. Who wants to write out ESP or CTA and so on? I’ll tell you, don't confuse the people who most need to understand what…