Week 7: Social Media Insider – Timing & Listening
TIP 1: There are “Best” times for social posts
TIP 2: Schedule posts, but don’t post blind
Scheduling tools like Seismic or HootSuite simplify the process of posting across channels and ensure you are hitting the sweet spot of just enough posts at the right times to be noticed. But stay aware of the larger conversations going on within your chosen channels, and within education, so you don’t get lost in the crowd or hit a sour note.
TIP 3: Why social listening is your secret weapon
Listening is due diligence for marketers, and social media gives you the gift of being a fly on the wall during more educator conversations than ever before. Part of social listening is paying attention to what is being said about your brand — and the competition — on social media. But it’s also tuning in to broader educational trends and hashtags, conversations about education, and general teacher sentiment and the way it shifts throughout the year.
TIP 4: Put your ear to the right ground
Your brand is being discussed online: Do you know what’s being said? The fact is, 31% of Tweets mentioning a brand don’t use their Twitter handle. Step one is putting the right tools in place to monitor mentions of your brand, like BuzzSumo or SocialFlow. Step Two is following key hashtags and influencers to find out what is happening in education.
TIP 5: Be ready to act on what you hear
There’s a difference between monitoring and listening. Monitoring will catch the words, but listening captures the sentiment and the meaning. This means enjoying the good news and anticipating bad reviews. If people are disappointed with your brand, you need a plan for how the brand will respond. Your social team should have clear direction on when and what to say, what remediation actions they are authorized to take, and when to escalate an issue.
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