A few weeks ago, I posted the first part of this series about how one of our eCommerce clients, True Citrus, markets smarter with its social media efforts. I’m happy to present you with the second part of the interview with Lindsey Paolucci, Digital Marketing Manager at True Citrus. Enjoy!
Q: Does True Citrus have a content calendar that includes a place for social media content?
Our digital marketing shop is small – just me – so we don’t have a lot of resources and I don’t have an official social media content calendar. I do have a certain schedule I like to follow for posting content, though, and in the future I’d like to have a different theme for each week. My focus is to be consistent with what content I post and when. I’m always dreaming up new ways True Citrus can add to our current mix of email and social to become fresher and more exciting.
Sean McGarry, the dedicated WhatCounts Strategic Account Manager who works with me on True Citrus campaigns, helped intrinsically to innovate and get new campaigns rolling. There’s so much I want to do with our email campaigns, but sometimes it seems impossible with limited resources holding me back. WhatCounts has done a great job of helping me utilize its platform to the fullest potential.
Q: Do you use any social media monitoring tools or services?
I use Sprout Social because it lets me manage all the social media outlets True Citrus is on. It also lets me schedule and measure posts that are doing well, and how many shares, likes or pins different content received. This particular platform also shows me who True Citrus’ social influencers are, and suggests followers based on influence and interaction. Reporting is also a benefit – I find out what times of day, days of the week, and types of content get the most engagement from social followers. A few times a day I’m going on there and commenting, responding,and montioring social media outlets. If you’re managing social networks, you should get a program such as Sprout Social.
It’s great to have everything in one place and not have to look for statistics elsewhere. These platform areas are more detailed and easier to understand. It can’t hurt to use a social media monitoring tool – it’s relatively inexpensive and you’ll have something that monitors your social media. Don’t let it fall through the cracks – use this tool to find out what you can do to get better results. These kind of tools help you understand what you are doing in the social media space.
Q: Any final notes for email marketers?
Listen to your customers and take their feedback into consideration. Figure out what is most important and relevant to them. Cater social media and email strategy around your customers. Balance the content you have and what your customers want. Don’t be afraid to take risks to be bold and innovative – just know you’ll get both sides of the spectrum when it comes to reactions. Try something different to stay fresh and relevant and, frankly, not be boring.
If you want to read more about how True Citrus integrates its social media campaigns with its email marketing and creates outstanding lifecycle email campaigns, download our miniguide below.