{"id":264,"date":"2016-02-19T14:41:10","date_gmt":"2016-02-19T14:41:10","guid":{"rendered":"http:\/\/brandfluencer.com\/blog\/?p=264"},"modified":"2016-03-28T13:18:32","modified_gmt":"2016-03-28T13:18:32","slug":"top-5-ways-to-manage-social-media-client-expectations","status":"publish","type":"post","link":"https:\/\/brandfluencer.com\/blog\/top-5-ways-to-manage-social-media-client-expectations\/","title":{"rendered":"Top 5 Ways to Manage Social Media Marketing Client Expectations"},"content":{"rendered":"

The following letter is a classic example of a high level executive that does not understand social media, nor how to leverage it. We are coming straight at you with the Top 5 Ways to Manage Social Media Marketing Expectations<\/strong>.<\/p>\n

Unnamed Executive — I don’t believe our website numbers for last week! I was expecting a much bigger lift in total website visits versus last year.<\/p>\n

I’m not an expert here, but it looks like we are not getting credit for website visits that come from our social referral channels. For example, the network referrals report here is only showing 70 sessions from Instagram versus zero sessions the week prior. With “deleted celebrity name<\/strong>” posting her photo and almost 240,000 young ladies hitting the like button, there is no way that there would only be 70 sessions from Instagram. What am I missing here? Am I just looking at the data wrong?\u00a0 I would’ve expected<\/span> at least a 1% click through from the young ladies who hit the like button, which equates to 2,400 website visits from the Instagram posting.<\/p>\n

Please dig into this and help me understand. We have to have the right metrics in order to continue to make our marketing investments.<\/p><\/blockquote>\n

*This high level executive has over 30 years in brand management and served one of the worlds largest brands as the Executive Vice President.<\/em><\/p>\n

Now, this is a scary situation<\/strong>!\u00a0 I really feel bad for the agency that got this letter in their inbox.\u00a0 I’m not naming any names, but this is real!\u00a0 Social media marketing is all new to top level executives and some are skeptical.\u00a0 They are used to having something in their hands that they can see, touch and feel … via catalogs, mailers, commercials.. etc.\u00a0 Second, they are used to measuring their impact based on direct sales.\u00a0 They are not used to a marketing campaign that builds a following “a la Instagram”<\/span>.\u00a0 Let’s tackle this problem.\u00a0 Head on!\u00a0 How do we deal with this as marketing professionals?\u00a0 What could be done differently?<\/p>\n

1.\u00a0 Tell Them What to Expect & Call Your Shots<\/h3>\n

This high level executive was never given expectations.\u00a0 When you begin a campaign, you must always give the client a predicted outcome.\u00a0 Of course we are all afraid to call our shots, but if you do, it shows a great deal of confidence in your abilities.\u00a0 Don’t sugar coat it!\u00a0 Tell them what they’ll get, and let them choose to spend their money, or not.\u00a0 If they don’t mutually agree to the expectations, you are headed for a train wreck!\u00a0 Then after you have agreed upon expectations, write them down!<\/p>\n

2.\u00a0 Educate Your Clients<\/h3>\n

Ok, so this can be tough!\u00a0 Trying to teach a C-Suite executive or Marketing Director about the platforms they are wishing to advertise on can be a real pain in the butt.\u00a0 But, if you can translate the nature of each platform, you can also speak to the client’s expectations.\u00a0 Instagram is not a platform that churns website referrals.\u00a0 If the agency above had educated their client, they would not have received this nasty email.<\/p>\n

3.\u00a0 Don’t Sugar Coat Anything<\/h3>\n

Politicians are great at this.\u00a0 They love to take the data and twist it around in their favor.\u00a0 It is what it is.\u00a0 Tell your client what went wrong, if anything.\u00a0 Being a straight shooter goes a long way in life.<\/p>\n

4.\u00a0 Fire 3 Shots, Then Go Down Range<\/h3>\n

If you are not learning anything from every single campaign, you’re shooting yourself in the foot and not hitting the target.\u00a0 I served 10 years in the military and we’d go to the range to fire our weapons.\u00a0 First, you would zero your weapon.\u00a0 Doing so involved firing 3 shots and going down range.\u00a0 You’d go back to your weapon, make adjustments, and then fire 3 more shots.\u00a0 And you’d repeat this step until you were hitting your target.\u00a0 You have to do this with your clients.\u00a0 Tell them what adjustments you are making after each campaign<\/span>.\u00a0 No marketer is perfect, so don’t you act like you are.<\/span>\u00a0 A C-Suite exec will see right through you.<\/p>\n

5.\u00a0 Baseline Your Clients<\/h3>\n

What is baselining?\u00a0 Anytime you acquire a new client, give them a baseline of their social media channels that includes the following:<\/p>\n

    \n
  1. \u00a0Keep Score<\/span> –\u00a0 Start here!\u00a0 Give them a run down of each community’s numbers.\u00a0 If two basketball teams were playing a game, but the score board was not used, how would they know the score?\u00a0 Always keep score of the game!<\/li>\n
  2. \u00a0Follower’s Health<\/span> –\u00a0 Yes, every community has a heartbeat, or lack of one.\u00a0 If your client has 2 million followers on Facebook, but they post maybe once a month, I would assume that the client’s page is DOA (Dead On Arrival).<\/li>\n
  3. \u00a0Measure Current Website Referrals & History<\/span> –\u00a0 Give this to them!\u00a0 Very important.<\/li>\n<\/ol>\n

    Anytime you fly in a plane you have certain expectations, and of course, fears. Well, guess what!?\u00a0 So do your marketing clients!\u00a0 Let your clients know your expectations, otherwise their heads will be in the clouds.\u00a0 They’ll reward you if you do, and when the wheels hit the ground, you’ll be safe!<\/p>\n

    If you have questions or comments, please leave them in the comments below!<\/p>\n","protected":false},"excerpt":{"rendered":"

    The following letter is a classic example of a high level executive that does not understand social media, nor how to leverage it. 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