Business Processization: Social Media Publishing

Over the past few weeks, I spent a good chunk of it playing around with social media related apps and software. The ones below made the cut and are now in use:

  • Hootsuite
  • Buffer

This is what I was looking for, tool(s) I can use to plan and execute my social media plans at once. That’s one reason our “Social Media Calendar” didn’t work, because the content planning was separate from execution (posting and publishing). I wanna be able to spend TBD amount of time per week to plan out Facebook, Twitter, and Instagram posts for the upcoming week.

Automate, so we can focus on interaction.

And it’s not the dumb automation so many businesses do, use these tools like a media channel to push themselves “out there”. I want continuous activity so we can remove our personal touch from publishing and apply it elsewhere (experiment with other micro-content, get the BTB blog running, and please if we can finally use the gigs and gigs of video from camps, games, just messing around).

Starting with Hootsuite

It’s weird when you’re registering for a website and it says “this email already has an account”, I seemed to have forgotten that I went through this phase of researching tools. Clearly it didn’t work out.

It doesn’t let the same Facebook or Twitter account be connected to multiple Hootsuite accounts. So I started with some spring cleaning, two accounts then. One for my personal accounts and one for DeenUP Athletics.

Thoughts based on the 2 week experiment:

I love their tabs and multi-column setup [especially Twitter mentions, #hastags, and lists]

I didn’t like how images appeared through an external links, instead of natively appearing in the Twitter feed (or maybe I did it wrong)

I tried the scheduler and posting across multiple channels, but didn’t like it very much

The Verdict: Hootsuite serves as a great listening and monitoring tool, not for my publishing needs

Enter Buffer

With more research, Buffer was exactly what I imagined for a great content scheduler and publisher. Great green button.

Oddly enough, I was a huge fan of buffer even before I tried the app. The Buffer Blog is my favorite social media blog (and I rarely choose “favorites” for anything)

Thoughts based on the 2 week experiment:

It has a smooth setup and a simple enough UI to get going.

Spent about half hour reading up on “Starting with Buffer” type posts and came out with my first buffered tweet.

Buffer tweet

Similar to Hootsuite, I keep business and personal accounts separate

It’s also the first time I ever made a LinkedIn update. Finally.

The Verdict: Buffer’s my go-to content scheduling and publishing tool

In conclusion

For social media processization, our content-type-ratio will be 2-2-1:

2 things from us [camp pictures, past articles and videos, etc.]

2 things from others [articles, pictures, shoutouts, commentary, quotes, current events]

1 thing about us [story about a coach/trainer/player. Something personal]

Now that we’re scheduling things, we’ll have to keep it in mind to customize the post for the network.

I recently read Gary Vaynerchuk’s book: Jab, Jab, Jab, Right Hook. That’s what we’re gonna do, be awesome on a regular basis and sell the sh*t out of our training camps when we need to.

Other Areas to Explore:

Connector Tools – Came across IFTTT and Zapier, for connecting channels to auto-post from another. I generally don’t like that, but it may have a place here I donno. Will see.

Analytics Tools – beyond the vanity metrics of likes, retweets, and “reach”, understand what type of content work for which audiences, and when.

Next Steps:

Photo Management – Bridge the gap between processing photos and posting them, we don’t have a proper system to manage the crapload of data/content we have. They’re stored all over the place (dropbox, mediafire, local computers, etc.)

Audience Data – channel demographics, types of content, ideal posting times, etc.

I came across the term “Stacking Bricks” – like building something, we have to connect the components of the business to support each other, instead of being independently managed.

We have too many projects and “things” happening in silos. Gotta connect the dots.

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