管理多个社交网站账户的10条建议

当你尝试在多个社交网站上管理不同账户时,你便会发现由于自己战线拉得过长,从而分散了自身精力。那么,如何才能将自己有限的宝贵时间和资源用在最有价值的地方呢?在你决定在另一个社交网站创建账户时,不妨先思考如下10个问题:1、那里有你的目标受众吗?2、这个社交网站是否具有独特性?3、它能否使你的受众更为简便地分享你所提供的内容?4、要在此网站上获得成功得花费多大的努力或投入?5、是否有助于你延展新的受众?6、能否更好地帮助你达致目标?7、如何评估成功?8、你能取得你的上级管理层的支持吗?9、能否向你的同事清晰地解释你的理由?10、你知道何时该暂停或关闭此账户,或者如何运营吗?应有相应地退出战略,最好每90天评估一次,确认是否取得了进展,避免白费力气,如果没有达致预期的成果,应果断关闭或暂停。

【文章全文】10Questions to Answer Before You Join Another Social Network

Itbegins with a tweet or a status update on Facebook. Before you know it, you'reposting behind-the-scenes photos from your office on Instagram. Soon you'vecurated those photos into a board on Pinterest, or you're recording a podcastand posting it on SoundCloud. Maybe you're even re-blogging GIFs on Tumblr ormeeting some of your fans through a Google+ hangout.

Thenyou look up from your computer at the clock on your office wall. You're shockedto find that 8 or 10 or 12 hours has passed. You've barely started exploringall the ways to engage with your audience online.

Ifyou're feeling overwhelmed, you're probably not alone. While there are a multitude of opportunities to engage with audiencesonline, there are still only 24 hours in a day. You can easily find yourself stretchedtoo thin when you're trying to manage accounts on several socialnetworks.

So how can you determine where tobest spend your limited time and resources? Here are 10 questions you should ask yourself before you create yournext social-networking account. Your answers can help you decide if jumpingon the network hyped as "the next Facebook" is worth your effort.

1. Is your audience there?

Oneof the best reasons to invest time in a social network is because your audienceis already there. Check your web analytics for referral sources -- are yougetting traffic from social sources you aren't actively curating? Look at thosesites and see if there is a place or a culture for you to promote your greatcontent, or engage with the people who are already sharing your content. Theculture of a site is important:

Reddit,for instance, drives a great amount of traffic to different sources, but has astrong community culture against self-promotion. Google+ is the opposite, withGoogle offering opportunities to engage around specific topic areas.

2. Does the network solve aunique problem for your audience?

Userstend to join social networks that make their lives easier or solve problems notaddressed by other platforms. Pinterest provided an easier way for shoppers todiscover unique products recommended by their friends, and it now has more than20 million users. New social networks that offer the same services as existingnetworks can struggle to attract an audience and may not be worth your effort.

3. Will it make it easier foryour audience to share your cool content?

Weexist in the Information Age, a time when unprecedented amounts of data arebeing peddled to us at an astounding rate. We receive more communication in aday than our brains can process. Getting attention for your content in thatenvironment can be difficult. It starts with making sure we access our userswhere they play and that we're giving them every opportunity to share what theythink is "cool" with their networks. We want to make sure they havethe chance to use our content in a "pro tip" they give to theirfriends. That tip can carry content far: Consider that, according to Pew,"more than 67% of online (American) adults say they use Facebook."(See more info in the chart below.) Tapping into that network with Open Graphcommenting on your schedule, episode, blog, and production pages allows you toplace your social media within the context of your content as well as reachyour current audience and theirs.

4. How much effort is required tobe successful?

Somenetworks require a large amount of investment to be successful. Creating a newFacebook page from scratch requires a lot of time investment in order to haveit show dividends when it comes to referring traffic. You may be able to havemore success on other platforms with a slower flow of content. Instagram, forinstance, easily publishes to other platforms and the level of effort formaintaining a feed is low, since you can post to it every day or every fewdays. You can realize success with Twitter through concentrated bursts ofactivity. There are also free and freemium tools like Hootsuite, DLVR.IT,Buffer, Tweetdeck, Twitterfeed and Commun.It and paid tools such as SocialFlow,Shoutlet, Sprout Social and Adobe Social to help ease your workflow. Reach outto your audience -- let them know you are a live human being updating yourchannels. Also, remember to water the plants. As you make connections, makesure to revisit your investments often enough to keep them fresh and notlooking abandoned, even if you cannot live on them all day every day.

5. Will it help you reach newaudiences?

Dosome research both on the demographic composition of the network and how peopleare using it. Does your research align with your content and goals? Pinterestis the hot network about town. Let's say you have a gardening show. You knowthere is a lot of interest in gardening in your community, but you aren'tgaining a foothold in the social sphere. You realize that people are pinningall sorts of DIY tips, including the garden variety and even a few from yourshow! Now is the perfect time to jump in and harness the momentum that greworganically and introduce your show to a new audience.

Pewhas a great demographic breakdown for the top five sites in 2012.

6. Is it the best tool forreaching your goals?

Inall of our newsrooms, our attention is the most limited resource. To decidewhere best to invest that attention, we should spend a touch of time decidingwhat our goals are. If the goal is driving traffic, make sure that you expendeffort to build up your audience and following, and pay attention to whatcontent plays best with them. Remember to track your campaigns via youranalytics tools. Google+ is a good place to invest for driving traffic,Instagram, for instance, is not. If your goal is influencing the conversationor making a name for your station, take a look at places you can be a big fishin a little pond. As large as Twitter is, curating the people that you engagewith based on your station's beat or local area can really help you stand outin the crowd. If your goal is sourcing new stories, then having your reportersbecome active Redditors and investing Twitter lists and monitoring can help youmove more quickly than others in your market.

7. How do you measure success?

Sincesocial networks depend on social use, it's more difficult to predict their trajectorythan a typical technological tool. This being said, you can predict trends bywatching your users' interactions as well as innovations made by the socialnetworks themselves. In the beginning, the Facebook "like" was thelong-held standard for success. We also hoped that it would lead toconversions, but as the number and kind of users has evolved, we have to evolvewith it. Now we strive for engagement and conversation. It may be measuredthrough social media dashboards on Google Analytics, watching your brand spreadon Bottlenose or by visiting your Facebook Comment Moderation Toolperiodically. There are many ways to measure; it's important to set your goalsand strategy first, then set intervals for checking growth and response.

8. Do you have buy-in frommanagement?

It'stough to find the time to post on a new social network when your supervisor isconstantly giving you other assignments. You'll need him or her to ensure thatyour schedule gives you the freedom to be successful. If your supervisor isexcited about the potential of a new social network, he or she also might beable to get you additional resources -- staff or money -- that can help youreach your goals. You can get buy-in from management by reviewing these 10questions with them or by giving them an elevator pitch that focuses on theexciting opportunities presented by new social networks.

9. Can you describe your successto your colleagues?

Yourco-workers can be your best asset when it comes to growing your presence on asocial network. If you can get them excited about the network's potential andimportance, they'll also sign up and share information about your profile andcontent. Be sure you can clearly explainto your staff why you've joined that network and how it is benefiting yourorganization. Also know how toconcisely share your successes with them in emails.

10. Will you know when and how tocut and run?

Failurehappens. If you can't accept that, or you don't know what failure looks like,you can find yourself wasting time with social networks that will never helpyou meet your goals. You should have anexit strategy and be ready to close or suspend your account if it looks likeyou're not generating results. It'salso a good idea to review your social media every 90 days to ensure you'remaking progress towards your goals and not just spinning your wheels.

【文章作者】Ian Hill

【文章来源】pbs

【文章链接】http://www.pbs.org/mediashift/2013/03/10-questions-to-answer-before-you-join-another-social-network067.html


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