We discussed blogging strategy about six weeks ago, and distribution of labor was one problem we noted.
Involving everyone in the organization spreads the burden and diversifies content, but the extra work may frustrate staff or volunteers and lead to inconsistent tone and voice. Outsourcing the work is cheap and convenient but may dilute branding and content quality.
Social media participation brings the same challenges, but Kerpen specifically advocates having people from all major divisions of an organization be active in social media. We will brainstorm a plan to achieve this goal.
The final chapters of the book are a potpourri of information as Kerpen then shifts to addressing advertising. He recommends using your budget for CPC (cost per click, which Kerpen calls PPC) over CPM (cost per thousand, which Kerpen calls PPM) on Facebook, but the site offers at least four bid types.
Kerpen and Facebook generally recommend the more specific types when you’re not sure what to do, and Facebook marketer Jon Loomer tests two of the more general options against each other when targeting fans.
One final bit of useful advice from Kerpen is to use social medial for the CEO apologize when things go wrong. Dick’s Sporting Goods used Twitter this month to share a public apology to a 12-year-old girl who wrote a letter. Also this month, Microsoft’s CEO made some unfortunate remarks about women’s pay at a public computing conference and later apologized to all employees in a company email. Should Microsoft have considered a more public apology?
Our schedule this week: We will talk about Hootsuite on Wednesday. Reading three brief articles will help you prepare:
- 10 social media tips to help you fly with Hootsuite from Dan Mason Media
- 5 time-saving tips for Hootsuite power users from Hootsuite
- URL shorteners: The unsung hero of social media marketing from Hootsuite
Friday is set aside for any final questions about the blog project and discussing the final major assignment for the class: the social media audit.