As a Social Media Manager for Leap
Go, I am responsible for the daily maintenance of the company’s numerous social
accounts. Without proper planning, time management and solid
communication, things could very easily get out of control. Fortunately,
as a result of the recent boom in social media usage, a number of software
companies have created powerful social
media management tools, and Leap Go selected Sprout Social as one of our
primary tools to manage multiple social media marketing initiatives.
Sprout Social’s software supports
complete management of Leap Go’s multiple social network identities,
simultaneously, from a single interface. Fully integrated with Twitter,
Facebook, LinkedIn, Foursquare and Gowalla, this management tool lets me keep
the Leap Go brand top of mind as I engage with our customers and allows me to
monitor our brand mentions across major media channels. I track conversations
and engage with our customers without having to change programs or sign
into/out of other applications. This saves me a tremendous amount of
time! In addition, Sprout Social offers contact management, detailed
analytics and lead‑generation tools, and the ability for me to track how we’re
faring against our competition.
When I log into Sprout Social,
the first thing I see is the Dashboard, which gives me an overall snapshot of
our new followers and their demographics, the number of clicks and our current
engagement and influence scores:
With Sprout’s team application I
can designate users and control their levels of access. Assigning tasks,
adding notes and instant communication with the team is a breeze, and each of
us has the ability to see exactly where we are in Leap Go’s campaign.
This instant communication eliminates the possibility of a “forgotten” thought
or task – notes or projects are entered as soon as they come up, keeping all
team members current.
The effectiveness of our campaign
is measured from my Sent Messages folder, which reports not only the reach
results for each message sent, but also the number of clicks, the responses and
any re-Tweets. This information shows me what is working and what might
need a little fine tuning.
Posting messages (including links
and photos) to Facebook, Twitter and LinkedIn is done simultaneously from one
message composer. In the interest of time management, I often schedule these
messages in advance for delivery on a specific date and a predetermined,
optimal time for maximum visibility and effectiveness. By connecting Leap
Go’s RSS feeds, our new blog content is automatically sent throughout our
social networks, another big timesaver for me.
However, it’s important to note
that a social media marketing campaign does not become hands-free following the
implementation of a social software tool. Far from it! Keeping
content fresh and appealing and adjusting it quickly in order to meet customer
needs still require the “human touch.” While Sprout Social guides and
supports a number of my tasks, it does not replace the most important (and most
rewarding) component of a campaign – engaging with people!
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