A Day in the Life of a Hootsuite Social Media Manager
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A Day in the Life of a Hootsuite Social Media Manager

I’m Nick Martin, I’m a social engagement
specialist here. My name is Christine, I’m the social marketing specialist on our
team. Hi my name is Amanda Wood and I’m the social marketing lead here at Hootsuite. My name is Eva, the Senior Manager of Global Solution working here
at Hootsuite. My day to day varies wildly. The
industry itself changes rapidly and we’re always testing new features and
new strategies to improve our results. Being able to pull those insights out of
our team and share them with other teams, as well as with our external audiences,
our blog readers, for example, is really rewarding because we can see people
saving time and getting better at their social, which is ultimately what we’re
trying to do, is help others be successful with social. When it comes to
setting our team’s goals, we want to make sure that we’re supporting our business
objectives as well, so obviously looking to help drive revenue and pipeline, find
new customers, support our existing customers as well. We will have a
combination of KPIs and metrics related to more of the business side and then we
have a set of KPIs more related to engagement and content strategy to make sure that our content resonates with our audience. So, for example, when we’ve
worked on our future of social campaign we looked at the type of content that it
contains and then try to match it to the types of content that performed best for
the different audiences on different channels. To hit all of these
different things, will test out a variety of different pieces of content and then
we’ll attach goals and targets based on our team targets to those to understand
what works best and how does it perform relative to our other campaigns. Our team has a process for have our larger content planning
sessions – where all of our ideas that we take from working with other
teams, we put it into a spreadsheet and align it to the larger campaign calendar
within marketing. So we source different types of
multimedia through working with in-house So we source different types of
multimedia through working with in-house teams and also through finding stock
photography sites so one that we use is Burst by Shopify. It just aligns with our
branding really well and it’s easy imagery for us to use. And then we have a
great in-house team for both video and design and we work with them quite
regularly to create assets that complement our blog content and that
really provide value within the newsfeed itself. And then on a daily basis we have
what we call tweet jam where we go over tweets, LinkedIn posts, Facebook posts, and we just riff on it make sure that its proper tone of voice and question each other’s writing skills and make sure that we’re really producing
the most high-quality content for our channels. We have a Content Calendar that plans every day to the minute what tweets are going to be going out, what
social media posts are gonna be going out. When it comes to retweeting and and
kind of on-the-fly stuff, we choose that by is the tweet that we’re sharing on
brands? Does it fit with what Hootsuite would say? Generally if I was
gonna retweet something it would be someone sharing a quote from one of our
speakers or sharing a screenshot from one of our webinars. They’re generally
adding a little bit more value, so adding some more context or adding some more
additional thoughts. The kind of questions that we ask ourselves when
we’re tailoring posts to each network are, ‘what does our audience really want
to see?’ And then when you’re you’re able to ask yourself that, you really find out
and are able to deliver the content that’s valuable for them. So, for example,
an Instagram, when we really started listening to our audience, they wanted to
see behind the scenes content and really understand what the culture is like here
at Hootsuite. We decide what to publish and how often
by understanding our audience and testing on each channel. Because we
are a global company, we have to account for our time zones. We want to make sure
that we’re getting content out to our audience at the appropriate times. For example, on Twitter, we started testing doing one tweet every
hour and we were able to see that certain time zones actually performed
better than other ones. It’s really important to have success metrics
marked down and benchmarking in order to determine what’s working and what’s not.
From there you’re able to naturally get a cadence going and seeing what’s
performing better. My approach to engaging with the Hootsuite audience is
I’m really wanting to make sure that everybody has a positive brand
experience. So that when they come and they talk to Hootsuite, they’re going
away happy, they think it’s kind of funny, or at least are getting the valuable
information that they’re looking for. I start with Twitter, that’s our
highest volume channel, and then I’ll move along to other social networks. So
I’ll be looking at Facebook, I’ll be looking at LinkedIn, another busy
network for us. But really, I’m in Twitter for the most part, setting up
different listening streams. So I have trending now streams, which is
whatever’s going on, whether we’re we have an event somewhere around the world that I’ll be listening in on, or we have a webinar going on that’s how
I kind of prioritize it. I’ll be seeing what’s important now and where can I
source the most engagements. What does social listening and monitoring
mean to me? I think social monitoring is kind of keeping an eye on all the mentions
coming through already. Where I think social listening is a little bit
more proactive outreach. So, sourcing, engagement opportunities, or whatever I
want to be listening for with keyword searches or hashtags or just things like
that. So one of the benefits, there’s lots of benefits to hosting a live chat
on social media. And you can do it across Facebook live or Instagram live, or
with a hoot chat, that’s a Twitter chat. Some of the things that I really like
and why I really like these kind of live engagements is because you can have that
two-way conversation with your with your audience. You get to know them on a personal level,
you get to know what interests them or what’s what’s important to them.
When you’re asking these questions you can see what their sort of feedback
they’re giving. It’s not just a brand, you know, on their megaphone spreading out
their word. You know you’re having that two-way conversation which i think is
really important. When it comes to the measuring success, we’ll have targets predefined at the start of the year. So we’re always looking to grow our
performance or efficiency year over year so that will help us have sort of a
concrete quantity attached to a different target. But then when it comes
to evaluating the success of different methods or different approaches to
hitting those numbers, we’re always looking to overachieve or at least
improve our efficiency. We have our targets we want to hit, ideally we want
to exceed them and learn along the way. Our approach to tracking and measuring
is all about making sure that we have proper UTMs on all of our content going
out on the channels. When you have a proper UTM framework, it makes it really
easy to filter the content and measure the success of it, so we make sure that
when we have a specific campaign or if it’s just our always on content going
out, we’re tracking it accordingly with our UTM parameters. And then, at the end, you can filter it properly and really measure the success of it.
So the metrics that I use to determine success is – we actually created a metric
and Hootsuite use MRMS, which stands for meaningful relationship moments. That’s whenever I’m engaging with someone and I
move them along the customer journey. That we count as a +1, +1 MRM. Anytime I’m talking to someone, I’m also have it in the back of my mind – how
can I tie this into this upcoming webinar? Or how can I tie this
into talk about social ROI, which was a campaign we were running earlier this
year. Our approach to testing is making sure that we’re tracking absolutely
everything. So, when we decide that we’re going to test, let’s say a certain blog
post to switch up the copy or the image to see if it performs better, we make sure
that we’re documenting everything so that when we look back we can fully
understand what made it more successful either the
second time or third time around and then apply those same learnings to the
next test moving forward. So, the two additional products that I use would be
Brandwatch and Hootsuite Insights. I use Insights for a tracking happening now events, hashtags, Hootchat, the Twitter
chat that I host – I track that with Insights. Brandwatch, on the other hand,
dives a little bit deeper and gives you a little bit more information. So I’ll
track our social share of voice, which is all online brand mentions in
comparison to our competitors and their online brand mentions. It’s all really
interesting stuff and it’s very pretty too, it looks good, so I can share that
to my bosses as well and they can understand the the information very
easily because of these tools. So paid social is extremely important for a lot
of marketing teams or social media marketing teams these days, especially
with Organic Reach continuing to decline that’s just on an annual basis. We’ve
really strapped down on our paid social tactics and we make sure that we have
paid for all of our social channels and we’re lucky that
we’re able to work together and continue to test things, because we’re
continuously learning as a team on what exactly this means for each channel.
It’s definitely key to telling that ROI story for social. I think paid has
really unlocked a huge component of how do you actually see the real business
impact of social, not just in marketing but then across product, across support,
and across sales and demand generation. All of those different teams benefit
from it. You know, I think the interesting thing is that we benefit so much from
getting to use so many of our own tools here at Hootsuite to help us be
successful at social marketing. It’s one of the things that we have to constantly
do is we have to kind of be on the cutting edge of things. So our team is
always testing new things, are always working to walk the walk. We’re here talking the talk so we’ve got to make sure that we’re
following through as well. It’s pretty fun because a lot of the company
come to us to test a bunch of different things, so we have to make sure that
we’re always coming from the customer perspective. It’s great to be able to
do that. We kind of color ourselves customer zero and and what that means is that we are, kind of, within the company we’re the people that are in
the Dashboard, using the tool all the time. And we’re able to can offer those
like little details and insights that will have as social media managers,
social media marketers in general, that maybe they’re not getting and we’re able to bring it to the team, which is great.

9 thoughts on “A Day in the Life of a Hootsuite Social Media Manager

  1. I would like to create my first campaing. I want to sell on shopify these coming holidays. I know nothing about marketing. Please help

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