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Social Media Management - tools


Businesses once set up social media ecosystem, it should follow up with an management and governance structure as well. There are tools and metrics that can help but social media is so diverse, it gets challenging. 

Influencer mapping is the first step in managing the social media. Business should listen and analyse the product mentions and the advertising campaigns. These influencer mapping data mapping helps build the brand and importantly, drive insights into the metrics on how the advertising campaigns are reaping benefits. Building up on these metrics and measurements, its time to broadcast the product by means of launches etc. The marketing team has to further evangelise the influencers as they make the most impact. 

The key part after the product launch would be the interaction. Brand to consumer and consumer to consumer. This is the key messages that sustain the chatter in the digital space.

The marketing team then has to create a clear strategy on measuring and keeping track of metrics. For e.g. The influencer, has to have a goal where the 'how' is regularly updated and measured and the measurement has to capture the top 25 influencers and keep them engaged. 
The listening and analysis has to capture the sentiments and campaign data in a regular dashboard where knowing the sentiment and key data for inputs to campaigns where top positive 5 negative 5 trends are keen tracked. Keeping track of 'goal', 'how' and 'measurement' and keeping it updated has to be the marketing team's strategic agenda.


Nitin Keshav

Nitin Keshav

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