(1) Your Cant Do It All.... Start by doing one well.
Social Media is a frightening big medium (there are more than 30 billion pieces of content added to Facebook each month!) and its easy to be sucked into the trying to do it all. The downside with this approach is that you are likely to become a "busy fool" rather that spending your time wisely on projects that will provide a return to your business. Discipline is the key.
(2) Define success... and failure
One of the common mistakes when starting out on any B2B social media campaign is not knowing what success and failure look like. "What are we trying to achieve?" and "How does this impact on my business?" should be the first two questions you ask your marketing team.
(3) Measure Success
In order to define success its important to ensure that your are using the correct measurement criteria. Two of your most important measurements should be
Recording user Clicks - The primary use of an URL shortnerer like Bit.ly is to track how many clicks your campaign has generated; the positive spin off is that you also find out where they orientated from; so quickly you can work out if Twitter or Facebook is bring in the most traffic. Success comes with measurement.
Tracking Your Campaign in Google Analytics - Use Google's URL builder to ensure that any clicks are tagged and tracked with Google Analytics. Once tagged up, with the correct URLs, sales and enquiries will be measured much more accurately.
(4) Manage Time and Automate
Given the vastness of social media, managing a Social Media can be extremely time consuming and in-effective time management can reduce return-on-investment (ROI) on your campaign. Automation is therefore essential when running a social media campaign. One of the best tools to reduce the time spent on a social media campaign is a online portal called Hootsuite.
Benefits of Hootsuite include
Updating Multiple Social Networks - Save your time. Monitor and post to multiple social networks, including Facebook and Twitter using the HootSuite dashboard.
Team Collaboration - allows more than one member of the team to work on your campaign at any one given time
Schedule Messages - One of the best features in Hootsuite is the ability to draft and schedule messages to send at a time your audience is most likely to be online. Batch up messages to be time-delivered through-out the day provide a constant message flow to your audience.
Mobile Applications - Access the campaign on the move
Custom Tracking urls - Hootsuite automatically provides its own tracking URL tracking the number clicks, where they originated and the time clicked.
RSS Integration - the ability seamlessly plug RSS feeds to be distributed to your audience is an excellent advance feature of Hootsuite.
(5) Know Your Audience
The last thing you want to do with you social media campaign is to drive people away from your brand! By not knowing what, when and how your audience wants to receive its communication with you could be potential damaging to your business.