From multiple people responding to social posts to several stakeholders creating and planning content, collaborating on social can be a challenge. Luckily there are several strategies that help make sure wires don’t get crossed.
In this week’s #SproutChat we discussed some tried and true tips for maintaining consistency on social accounts. And, if we learned anything this week, it’s that communication plays a key role in ensuring a team is successful.
Communication Is the Key to Consistency
Giving employees who work on a brand’s social accounts basic knowledge about the brand will be helpful in the long run. A brand playbook and style guide will ensure that everyone on the account is on the same page. Additionally, looping in social team members during the development and planning of larger marketing campaigns is also helpful.
@SproutSocial A1: Setting brand guidelines and standards is a great way to keep the team on track. Hold brainstorm sessions as a group too. #SproutChat
— Sortis Marketing (@SortisMarketing) May 3, 2017
A1: It is much easier to do that if the social media team is kept in the loop with all marketing/brand changes and given notice #sproutchat
— Val Vesa (@adspedia) May 3, 2017
A1. Having a team with tasks spread over social, it lowers cross acct posting mistakes and more individualized attn to detail. #SproutChat https://t.co/fslM5UFwM1
— Maggie Bizzell (@MaggieBizz) May 3, 2017
A1 Does anyone make brand "books" anymore? A deck with guidelines is incredibly important & valuable, esp for new employees #sproutchat
— Jennifer L Kirk ✈️🍴 (@The_Jenius) May 3, 2017
@SproutSocial A1. They have to understand the brand's culture and values in order to have a consistent voice #sproutchat
— Cheval John (@chevd80) May 3, 2017
Research Cultural Norms When Working on a Global Brand
All communication is not universal and, when you’re managing a global account, it’s important to take the time to research cultural norms of the regions you are working with. Research social influencers in the area to get an idea of what conversations and trends look like and familiarize yourself with commonly used language and audience interests.
A2 Research, research, research! But there is also a heavy learning curve, somethings you just gotta learn in the field #sproutchat
— Jennifer L Kirk ✈️🍴 (@The_Jenius) May 3, 2017
@SproutSocial A2: Research goes a long way toward making sure everyone is on the same page and feels included. Diversify the staff as well. #SproutChat
— Alexia P. Bullard (@ap_bullard) May 3, 2017
A2: We keep company/international culture documentation within @trello so everyone has access and can refer when needed. #SproutChat
— Dave Macdonald 🇨🇦 (@rdavemacdonald) May 3, 2017
A2b. 2/2 Follow social leaders in those regions and see what the conversation is like with them and their followers. #SproutChat
— Maggie Bizzell (@MaggieBizz) May 3, 2017
A2: Taking the time to do the research. Everybody is proud of their culture/country/language and it's important we honor that. #sproutchat
— Silcris (@Silcris88) May 3, 2017
A2: Understanding the culture and group/social dynamics helps you start building a connection based on local community. #SproutChat
— Jeff Higgins (@ItsJeffHiggins) May 3, 2017
Keep Team Members Informed
If you’re struggling on a strategy or how to respond to a customer, check in with a team member that might have some insight.
@SproutSocial A3: DO have frequent team meetings and DON'T underestimate the power of a well-planned content calendar. #SproutChat http://pic.twitter.com/FLDU6DmXYH
— Driven Local (@DrivenLocal) May 3, 2017
@SproutSocial A3: Don't allow for a lack of communication between the people on that account. Make sure everyone knows the style guidelines. #SproutChat
— Alexia P. Bullard (@ap_bullard) May 3, 2017
A3: DO collab with your team often. Value that communication. DON'T break company culture consistency to push a personal agenda #SproutChat http://pic.twitter.com/NIogOMtlKk
— Venture Icon Media (@VentureIcon) May 3, 2017
@SproutSocial A3: Don't address an issue on your own if you're not sure how to respond. Do loop in others for help if you need it. #SproutChat
— MyCorporation (@MyCorporation) May 3, 2017
@SproutSocial A3: Constant communication is a must. Not being in sync could make you look foolish! #sproutchat
— Kris Hadley (@krishadley) May 3, 2017
A3: Don't post within 10 minutes of somebody else. Have some type of posting schedule and figure out who should post what, when #sproutchat
— Brad Lovett (@Brad_Lovett) May 3, 2017
@SproutSocial A3: Do – ensure you always have coverage, keep voice consistent. Don’t – have multiple people respond to the same message! #SproutChat
— Kimberly Blight (@kblght) May 3, 2017
Utilize the Appropriate Teams for Specific Tasks
Be sure to reach out to your agencies and other departments for best practices or advice about the content you want to create. People outside of the social media team can bring more awareness to your projects and help secure buy-in from senior leadership.
@SproutSocial A4: Keep the primary goals (traffic gen, lead gen, customer service, etc.) in mind with each update; use an editorial calendar #SproutChat
— Alexia P. Bullard (@ap_bullard) May 3, 2017
A4 SPECIALIZE. Divide &conquer. Give key # topics & areas of the biz to specialize in, curate audience. Use lists to organize. #SproutChat https://t.co/J8Y8rUInO7
— Michelle (@michelletweet) May 3, 2017
A4: Divvy-out clients/projects. That way, no one steps on anyone's toes #SproutChat
— Venture Icon Media (@VentureIcon) May 3, 2017
A4: SM teams need creative freedom to try new ideas to engage the audience, but aligned with goals. #sproutchat
— Rosaline Raj (@creativechaosc) May 3, 2017
A4: Our social team is involved with content strategy but our writers & designers actually produce the content. #sproutchat
— SocialXpresso ☕️ (@socialxpresso) May 3, 2017
Convince Leadership That Collaboration Tools Are Vital to Success
There are many tools that social teams can use to share their plans across an organization or department. By fostering this level of transparency, teams can do their jobs much more efficiently. Sprout Social offers many team collaboration features that help save time and streamline communication.
@SproutSocial A6: Talk to each other and stay in the loop with other projects (either with an online tool or a big whiteboard in the office!) #SproutChat http://pic.twitter.com/I2fP4EG7Uj
— Corrie Jones (@CorrieFJones) May 3, 2017
@SproutSocial A6: Ensure that everyone has access to the most up-to-date content calendar so they know the posting and marketing schedules. #SproutChat
— Sortis Marketing (@SortisMarketing) May 3, 2017
A6: Avoid setting ambiguous goals. Drill down on the step by steps and assign specific tasks. #sproutchat https://t.co/Z3xhUeXO4J
— Quinn PC (@DallasFBAds) May 3, 2017
@SproutSocial A6: Scrums at the start of the day/shift and handover reports ensure everyone is on the same page. #sproutchat [TK]
— ModSquad (@modsquad) May 3, 2017
A6 Avoid doubling up work on a social — or any — team by having a production plan. Then stick to it. Emergencies are rare. #SproutChat
— Jim Katzaman (@JKatzaman) May 3, 2017
We will be back next week chatting about employee advocacy with Sprout All Star, Jen Kirk. See you Wednesday, May 10, 2017 at 2 p.m. CDT on Twitter. Until then, be sure to join our Facebook group to connect with others in our community.
This post #SproutChat Recap: Collaborating With Multiple Team Members originally appeared on Sprout Social.
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