As far as you know, you’ve done everything right in setting up your company’s social media strategy for Baby Boomers. You have a plan to reach them, you’ve set up your posts, you have the links … everything should be ready to go.
So, you unleash your social media strategy for Baby Boomers on the Internet and wait for the likes, favorites, and retweets to start rolling in. Any moment now. A week goes by, maybe even two, and you still haven’t seen the results you were hoping to get. You posted everything and waited to hear from people, so what went wrong?!
The biggest mistake in paid social media strategies for Baby Boomers is a lack of social monitoring. It really is that simple. You can’t just set up a Facebook page or a Twitter account and ignore it. You spend time, effort, and money trying to get engagement in your social media channels, but if you want your company to reach more Boomers and seniors, you have to get involved. Your company needs more interactions, so even reaching out to people within the community is good.
To be effective, though, you need to understand the importance of social monitoring and social listening.
What is Social Monitoring and Social Listening?
Monitoring takes a look at individual messages coming in across your channels (Facebook, Twitter, etc.), while listening assesses the meaning behind this data in the aggregate.
Social media monitoring and listening are frequently discussed within the industry today — yet the two terms are often combined. This may seem like semantics, but they are two very different and very important parts of your social media strategy. Why? Because most companies either don’t understand the nuances, or worse, they lack a clear strategy to do either well.
Monitoring is essential to your company’s communications pipeline. You should have someone keep an eye on your social media channels as much as possible. If a Boomer wants to know more about your business and you fail to respond because you didn’t reply back to them, that’s a potential lead that’s thrown away because no one bothered to keep a check on your social media.
To ensure your social team is set up for success, consider a two-pronged approach. First, you should centralize your social profiles into a single platform – such as Hootsuite, Hubspot, or Buffer – that enables message monitoring at scale. Then, create alerts to let you know when someone is talking about your company. Strongly consider syncing these alerts to your mobile devices so you’ll immediately know when you’re mentioned. Include your company’s handle and broader mentions. Also, account for common misspellings, nicknames, and other terms that might be associated with your business.
By receiving these alerts, you will be better able to communicate quickly for your business, answering FAQs while routing other critical messages to different departments within your organization, from HR to sales.
Monitoring Fuels Listening
While companies can certainly hunt and peck to engage in the most basic monitoring on native platforms, a comprehensive social listening strategy will more than likely require a third-party to analyze large volumes of data. Put another way: While you can look at trees one by one at the ground level, you need a helicopter to scan the whole forest.
Executing a social listening strategy may seem more difficult than day-to-day monitoring, but it doesn’t have to be. Start with already completed solutions, such as using a social media platform, then progress to more intricate techniques. Powerful, automated listening tools, such as Mention, Talkwalker, and Social Mention, require minimal setup and can deliver just as meaningful actionable data as customizable ones.
For example, analyzing your company’s mentions on Twitter within a given timeframe and surfacing frequently mentioned hashtags, keywords, and associated terms can help you gauge sentiment and understand what people are saying about your company, products, and campaigns. All this is possible without fine-tuning complex search queries or relying upon a complex algorithm. Just simply listening to what is being said alongside your company’s mentions is enough.
On the more advanced side, listening solutions that not only return aggregate volume but also aid pattern recognition, uncover trends, and calculate share of voice among groups of keywords or queries can provide tremendous value.
However you approach it, the goal is to make sure you include monitoring and listening into your social media strategy for Baby Boomers. If monitoring results in enhanced engagement and listening efforts inform more strategic decision-making, you’re well on your way to achieving resounding success.
Help for Your Social Media Strategy for Baby Boomers is Just a Click Away
If all of this is giving you a headache – and yes, this can be confusing for even the more scholarly person – there is hope.
Here at Immersion Active, we work with companies like yours to improve upon what you already have and help you get the attention you need by helping you set up a solid social media strategy for Baby Boomers.
Contact us today to find out how we can help you with social media and any other concern you might have with digital marketing.No Comments