“I like to think of social as a sales rep that’s always on,” said Amy Sitnick, vice president of content marketing at PNC Bank.
In previous roles, Sitnick has performed a yearly audit to assess if a company’s social media is communicating in the same voice on all platforms and through all content. She suggested holding an annual summit with marketing, social media directors and compliance to review the company’s branding.
“We created a very clear brand personification for ourselves and then we printed it out and we put it on the desk of every single person who was writing social copy for us,” said Natalicchio.
Get Sales And Advisors Involved In Social Media Engagement
Natalicchio said her team at State Street puts the sales representatives into the social media mix to reiterate what’s on the company’s social channels.
“It’s really about creating that surround sound Omni-channel presence, social being a very big part of that, but also working with [other teams] so that there’s a holistic experience of the brand regardless of where you’re engaging,” said Natalicchio.
If sales reps and advisors are hesitant to participate, Leeor Sillman, a director of client relations and marketing at Epoch Investment Partners, said he explains the benefits of possible leads or assets to encourage more participation.
If that’s not the issue preventing more engagement, it could be a lack of know-how. “Some people aren’t [sharing content] because they just don’t know how,” said Sillman, who put together a guide for his colleagues on how they could share the company’s content through social media.
What To Focus On While Social Listening
Some of the most basic items to focus on when evaluating social data are reach (the amount of people who may have seen the post on a social media platform), the number of link clicks, likes and shares a post receives, and the posts or ads that lead users to the website.