Episode B.028 Automating Publishing

Introduction
​This week we are continuing our series on Plan - Budget - Action. Regardless of your global location, the world's economy is coming out of the forced shutdown and will experience a V Shaped (quick contraction followed by a quick expansion) Recovery during the 3RD Quarter (July - August). The goal of IBGR's Programming is to get you ready to claw back as much of your lost revenue as possible.
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Show Objectives
This show focuses on how to use available tools to automate as much as possible (and what you can afford) your social media presence.

The goal is to reduce the cost of labor creating and posting information for your target audience. This works hand in hand with your publishing plan and the creation of a content dbase. 
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What You Need to Know

1. ​Social Listening Tools
2. Use of Chatbots
3. Gain Insights from Multiple Social Media Channels
4. Use Trends to Drive Content Ideas
5. Engage the Willing

What You Need to Do
​Social Listening Tools

• HubSpot
• Hootsuite
• Sprout Social

Use of Chatbots

• Watson Assistant
• Bold360
• Rulai
• LivePerson
• Inbenta
• Ada
• Vergic
• Slaask

Social Media Insights

• Audience Growth Rate - comparing your 'followers' by month;
• Social Share of Voice - number of mentions or visibility on social media;
• Keywords - what is trending compared with your selection;
• Customer Response Rate - percentage of people who follow with the number that actually interact with you;
• Content - monitoring audience tastes to use materials from your dbase or create new;
• Engagement - balance of communications that (1) you initiate and their response, (2) they initiate and your response, and (3) initiated by you vs by them;
• Consistent Scheduling - you must be come a habit and part of the audience's day.

Action Steps

1. Based on your customers and potential customers social media preferences - be there and surround them.
2. Select your social media tools that provide the right mix of coverage and costs.
3. Curate Your Content and Build a dBase.
4. Based on current trends, create a publishing scheduling.
5. Baseline your statistics prior to start.
6. Load your 'posts' into automation tool
7. Start and Monitor.

Next Show: ​B.029 Benchmark Analytics