Ep#3: Staying Productive on Social Media

Staying productive on social media, how many platforms should you be on, managing expectations and more in the second half of my interview with Rubina Carlson about Social Media Marketing.

Episode 3 features the second half of my interview with Rubina Carlson on Social Media Marketing. If you haven’t heard it yet, I suggest you check out the first half of the interview in episode 1.

Discussed in this episode;

  • How to be productive on social media
  • You commitment level to social media
  • How many platforms should you be on
  • Investment, commitment and expectations
  • Engagement levels
  • Facebook page stats and insights
  • Using social media for market research
  • Social media at events
  • Which platforms should you be on
  • Facebook pages
  • Integration with other web marketing channels
  • Setting goals and objectives
  • Options for managing your social media marketing


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Nick: Welcome to Episode 3 of the Web Marketing Adelaide Podcast. Today , we’ve got the 2nd half of my interview with Rubina Carlson on Social Media Marketing. For the first half, if you haven’t heard it, check out Episode 1. There’s a link in the show notes. Our website by the way is www.webmarketingadelaide.com.au and you can find links to the various things we talk about in the shows and notes about what’s included in each episode by going there. Also there’s a new form put up for feedback. So, if you have any feedback on the show, what you liked, what you didn’t like, a list of topics you want to hear about, then head over there and put some feedback into that form for me.

Just before we get into that interview, I just wanted to talk about something I did this morning, which was a Flying Solo business meet-up. Flying Solo is a forum for small business owners. It’s Australian based, it’s all people from all over Australia. You can go on there and talk about all the different topics, about lots of different threads on Unit Marketing or starting a business or you know specifically say, search engine optimization or various different topics. These people are asking questions about tax this time of year and whatnot.

So, it’s a really great place to get tips and stuff and ask questions and also lend your expertise, sort of build your reputation and usually in a form you can include a little signature at the bottom, and that sort of appears after each post you make. So, you make a really sort of informative post and someone finds that useful, then they can click through the signature to your website and they might become a customer. Anyway, the Adelaide has a fairly active community on Flying Solo.

Now for, going on 6 months or more, we’ve been having monthly meet-ups, usually probably in the first week or 2 of the month and you can find out about them by going to the Flying Solo forms at flyingsolo.com.au. Again, I’ll have links in the show notes and finding the South Australia sub-form. You can find that there in the forms and you can actually subscribe to that form to get new threads, notifications of new threads and you can see when the new event is organized. And I’ll probably put a note in the podcast as well in case you missed out on that. So, that’s a really good thing.

We usually get sort of 10 or so people coming along. Today, it was a bit less, only 4 people, but still it was a great conversation and it’s good to catch up with people, especially if you’re a solo business owner and you perhaps don’t get to socialize as much with people like you would if you were working in a bigger business, so it’s good for that as well. I just thought I’d mention that. I’m also going to another networking top event next week, I believe it’s next Thursday. Thursday the 17th I think it is or 16th. I’ll have a link in the show notes. It’s the Silicon Beach Drinks. So it’s more of a techie kind of meet-up with people who are also working or interested in the Tech Space but yeah, if that’s something that you’re interested in then, come along. I think it’s in the city about 5:30, so it should be a good event.

Now we’re just going to rejoin the interview with Rubina. We’re talking about how to stay productive when using social media for your business.

Can you give us some tips for how to sort of remain efficient when they use social media marketing, that they don’t sort of get sucked into it.

Rubina: Sucked into the, yeah. It can be very subdued. I think you’ve got to, if you’ve set some times, you know, 15 minutes here, 15 minutes there, 15 minutes kind of throughout your day is probably a better way of – it depends. If we’re looking at small business which, I think is kind of the bend we’re looking at, at the moment. For small business, you’re pretty time poor as it is. So, you’re probably most likely to be checking any social media sites when you’re in between meetings or you’re on the way somewhere.

So, that’s where your smartphones are really, really helpful, iPhone, Android, BlackBerry, it doesn’t matter, it really, that’s where you can really sort of make the most of it in that timeframe when you’re waiting for someone or something like that. That’s kind of when you can check things, see if anyone’s mentioned you, and again, it also depends on your level of commitment to social media platforms. Have you decided to invest in video for example and join the whole hub and being very creative, taking a creative approach? Or have you decided just to kind of be there, kind of share when you get mentioned by somebody but that’s about it you know.

You’re interacting so interactive, or you’ve decided to be informative and you probably wouldn’t need to check it very often at all. So, I think it really depends on what your commitment levels is to the platforms, but an easy way to kind of – so, you are taking an interactive approach for example and you’re sharing other people’s, and so you’re just doing Twitter, because that’s what you have time for and I think you’re better off doing one platform and committing to it and then eventually adding on each one as you go ahead, rather than doing lots not very well.

I think you’re better off trying to master, instead of being the Jack of all Trades. I think you’re probably better off just having those pages like, so you can refer to it, that kind of thing. You finally got say, half an hour a day or an hour a day, then invest it just in one platform and to split that time up during the day. Take 10 minutes to say post something in the morning, then you maybe check it again at lunch time, then maybe check it again after work and sometimes in the evening when things are …

Nick: Just on the point about claiming on all the different pages but then only seeing the full effects on one or is it an issue that your customers see it on your Facebook [Inaudible 00:06:36] Would that look bad in their eyes?

Rubina: I think it depends on the client because some of them do. They tend to take those fans or number of likes very seriously. I think that there’s, and the thing is there’s a couple of things that need to be addressed. Expectations need to be addressed first off. If you can only invest say, half an hour a week, then you’re not going to grow very quickly and you’re probably going to be sitting a 0, at 10, at 20 because your friends of course, your nearest and dearest will support you, no matter what. But you probably will be sitting there for quite a while if you don’t invest the time into the page, say just upload a couple of photo albums, at least make it look like the beginning of something and with timeline, there’s a great opportunity there to map the history of organizations.

I think it’s just about expectation management, that’s what the key thing is here. If the client is investing not much, and we’re talking about you know, they basically just want you to set up the page, well then they can’t expect it to grow from 0 to 1,000 in week if they haven’t provided anyone any incentives for anyone to connect with them and that’s providing valuable or unique or interesting content but whereas, say for example, you have a client who is investing in social media and investing in their Facebook page and they invest in all these videos and they still have zero likes, which I’d be very surprised at, then obviously they have a right to be kind of you know annoyed, disappointed, angry, bitter.

It’s the case of where you thought, it depends on the investment level. I think as a consultant, you need to manage the client’s expectations accordingly. So if their budget is low, then you know the expectations can’t be very high. You’ve got to say then, look, you’ve got to invest the time in and if you guys haven’t got the resources in-house to do it, then you know you need someone, someone to mentor somebody or that kind of thing. You don’t need to, but it needs to be addressed. Like it can’t be a case of, “I want the world and I don’t want to pay anything for it.” It doesn’t happen like that, so, it takes investment, whether it’s investing in someone to do it, run it for them within the organization or externally or whatever it might be, they still need to make that investment and that commitment to the platform that they have so chosen or rather the consultant has advised would be best for their brand or business.

Nick: Right. And is it also worth learning perhaps that it’s not so much the number of fans you have a …

Rub: No. I’ve seen sites where you’ve got you know, hundreds thousands of fans and it’s usually the celebrities and things like that but the engagement levels vary. Some of them are people from perhaps the Cast. I don’t know if there are any Sci Fi fans listening today, but I’m a sci-fi tragic but that Facebook page has hundreds of thousands of people who love it but the engagement I would imagine, is quite low, because the series has been cancelled for years. It’s been 10 years or something. It’s something crazy since this series was on TV and it got cancelled half way through it’s first season. So, you know, there are questions about why it’s called a classic. Point remains, is that even though there are so many fans, they simply love it. They’re not engaged with the page specifically, because there isn’t much new content coming from the page itself but you just kind of stumble across it and occasionally write, I wish this was still on tv. I love it, whereas you know, so you can have pages that have really high number of fans, but very low engagement. Ideally, what you’re looking for is a high proportion of engagement. So, you’re probably better off with say 50 out of 75 people who are engaged with your brand rather than having 10 people out of 750 people who like your brand, engage in your brand. What you’re aiming for is a high percentage of people with interaction with your brand.

The other thing too though to look at, if you’re looking at Facebook specifically, because now, the site’s been revamped and you actually, you know, to me, to interact with the page, you actually have to like the page to do it. You used to, you know, have first they used to have it so that you I have to like the page and then I can comment on the page. Now, I can just comment nearly however I like on brand pages. I don’t have to like the brand to make a comment, unless of course, they’ve set their, they’ve locked up their settings so no one can post on the wall.

So, that’s really interesting but looking at some of the stats, I’m finding more and more is that people who have seen this or the potential rate, which is something that we also talk about it that people who actually have engaged with it, don’t necessarily like the page. So we’re seeing, like you know, interactions from beyond the community of people and that basically comes from when you are in current, or rather you are, specifically on Facebook, people who like this, your community as it were, start commenting on your page, then networks and then seeing 2, then their networks comments and so on and so on and so on.

So, what you’re actually seeing is that even though say, you’ve reached, say you’ve got 600 fans but you reached a thousand and then you’ve got say 30 people or something, who interact on that specific post, you might find of those 30 people, only 10 of them actually like your page and that’s the great thing about social is that you can measure it, and drill down to say where all your traffic is coming from and what kind of people like us in there. The demographic, basically gender or age and country and language, where these people are coming from across your page and also you know, which post for more I guess , more liked or more engaging, because it gives you all of the stats behind that as well.

So, it’s a great way for people to try and get feedback from what might work and you know, as far as marketing campaigns go, if you are a small business. If you have some ideas on how you might want to run an ad for example, but you’re not sure on wording and things like that. Test it out on your Facebook page I should say or send it out on Twitter and see what kind of responses you get, you know. Do people think that it’s a …

Nick: Do you mean ask for their…

Rubina: No, no, just kind of putting it out there. You can either you know, you can do it as both. I think it depends on how you feel but you can ask the questions like, Look we’re thinking about changing, what do you guys think about these following logos or something like that, and you might put 1, 2 or 3 up and see what the response is or maybe have a new slogan that you want to try or you know, you might have a question, something like what inspires you? If you’re a fitness center or something like that, you might have a question of something along lines of, what inspires you to get to the gym? That might in turn, then spark up some more marketing campaign ideas and that sort of thing.

So the other thing to social media, because it is the sort of two-way conversation of nature and it doesn’t matter what platform you’re looking at, it’s all conversation and people discussing, you know, you could be discussing a video on YouTube in the comment section or it might be just chatting amongst a community of wine lovers or something on Twitter or something like that. LinkedIn, there’s plenty of discussions and groups and that sort of thing. There’s plenty of opportunity for engagement on these levels of conversation and so the idea for businesses and particularly small businesses, is trying to get into that conversation and making themselves relevant to those consumers, potential consumers.

Nick: Just on the point you mentioned before about people who don’t like your page is actually engaging with you. Is that still good for you?

Rubina: Oh, I would say so, absolutely. Because…

Nick: So, you ultimately want to get in there as well or I it good just to have…

Rubina: Well I think ultimately, yes it would be nice if they did like your page but if you think of it in terms of like [Inaudible 00:15:57] that I know. She has this thing where she talks about what’s called the ripple effect and basically that’s what we’re talking about here where I say, you put a post up, I then engage with it. My friends then see that happening on Facebook, they then might become engaged with it. So on and so on and so on. So, it’s good if you have people who are interacting with your page, I think it’s a good thing. If they like your page, I think that’s a bonus, but if you’re getting touch with people who don’t like your page, then that can only be good for your business. It means that it’s extending out beyond your existing community and you’re kind of the brand is moving out…

Nick: Right, so there’s a bit of branding and some of those people might come through and end up liking you.

Rubina: Well that too, exactly and from there maybe it’s enough. Maybe that engagement with that particular post or having a look at how you say, handled a customer service complaint or something like that is enough for them to say, you know what I am going to just go and I want one of these things. It might be a product or it might something they’ll file for later and someone says, does anyone know what you can do and provide this concept, whether its accounting, or might be hospitality, or even though with restaurants or something like that, you know.

Your experiences online are part of your, I don’t know how you say it, but that kind of inter-weave with your real life experiences and all that sort of thing. And so you know, if you’re having a real life conversation with somebody about you know, your social media stuff and your online media activity don’t exist in a bubble you know. I turn off the computer, I turn off my phone and then you come out and then you don’t get influenced by it. You are sometimes influenced by all that stuff like why you’ve engaged with and who you’ve engaged with and that sort of thing.

So, when it comes to having conversation across the coffee table or something like that, then someone might ask you, do you know where I can get a tattoo done? Yeah I saw this tattoo artist on, say for example it might be tattoos. That might be something. Does anyone know where I can get a good tattoo? My tattoo, I was just [Inaudible 00:18:10] I don’t know where to go now. Well, actually I saw someone on Twitter who was doing some amazing work in there. Keep on tweeting photos of their art, of people obviously, permanent art obviously, but you know all of a sudden, you’re like, you should get in touch with this person. So, it’s part of that fluid conversation that kind of happens online and off.

Nick: Right. And this is kind of what we were saying before. It’s one of the aspects that’s difficult to measure, I suppose there’s been some studies or it’s been enough increase in business that you can sort of say with some certainty, it works.

Rubina: Well, I think it does work because, especially if you’re say an entrepreneur or if you’ve got something you just opened, something new or if you’re launching a new product, new menu, new something. I think that there is opportunity to create a lot of buzz on Twitter and on Facebook and any of these other social media sites and there are specific sites out there for specific industries and things like that as well.

So you know, you do have plenty of opportunities there to make the most of it. Mainstream media is still an option, your traditional PR like press releases and things like that and traditional marketing, traditional advertising, billboards, all that sort of stuff. That’s all still an option to you but you may find the cost of doing something like that may be prohibitive to your budget and so that’s where social can kind of try, you can try and bridge the gap if it was social. And if you can come up with a catchy tag line or if you have a product or something of interest to people, or if you’re running a, you might have a launch party or something like that. There’s plenty of opportunities in there to share photos, share what happened and people’s experiences and all that sort of thing. Increasingly, we’re seeing a lot of Twitter buzz about, around conferences and things like that. It might be something as simple as Tedex Adelaide or it might be something like Mocking Ideas Conference, which is coming up the end of August here in Adelaide and we are looking at all these types of conferences and events, hash tags, during the Adelaide fringe, that hash tag was almost dead last year as an active participant.

There was pretty much myself and a few others and that was pretty much it. This year the artists were all tweeting but heaps of people were just saying, I watch the show a lot. I didn’t like it or please help my friend out, he’s doing a show, go down to the Lunger or whatever it may be. So there were all sorts of people, it’s a really vibrant hash tag and a really great way of actually seeing the festival of what people were doing and where they were going and all that sort of thing.

Same with the Adelaide festival, I’m seeing it more and more now with all the different festivals that were run in Adelaide throughout the year and the [Inaudible 00:21:07] Festival, [Inaudible 00:21:08] Fringe Festival and so on.

Nick: Is this sort of a testament or a reason because Twitter is getting more and more popular?

Rubina: I’d say that, I don’t know, I don’t think popularity is it. I think it’s more just sort of letting people know. I think it’s an education process here. I think that last year was the first year that there was like an official hash tag for the Adelaide Fringe Festival as far as I know and so I started kind of contributing to it and there were few others there as well, there weren’t that many. Not as vibrant, I would say but I think that they had – I was looking at, during the Fringe, during my march, the page kept refreshing at a very quick rate. You go away for 5 minutes, come back 20 new tweets you know, which is pretty, it’s not nothing.

That’s a fairly rapid thing, especially when it’s during the day and that’s when everyone’s out the garden or when everyone’s out, so whatever partying the night away. So, I think that having the buy-in from the artist and having it in from Fringe management and also from the media outlets and also from them pushing it as part of their marketing collaterals for Adelaide Fringe, it really does kind of lend a credibility to that web communicating with the Fringe and all that sort of things. So, then you get a lot of encouragement given to everybody else to kind of don’t stop.

Everything else is really important when it comes to any of these kinds of conferences or events or festivals or anything where you are encouraging people to share their experiences, whether it’s through using a hash tag or posting images to your Facebook wall, or whatever it might be. They key thing is to communicate that it’s okay for them to do that. I think for so many years, please turn your phone off and all that kind of thing, whereas now you’re hearing people say, well please turn your phone to silent and feel free to tweet as things are happening here. So that’s kind of powerful. I think it’s best. Well that’s it, I think it’s more the education process as opposed to the popularity and blasts to Twitter and things like that. I think it’s more of the people are becoming, it’s part of the social, culture, you know, that it is acceptable for me to look at my phone while someone is talking and tweeting what they’re saying because I thought it was, that particular quote was worth sharing. It was that pointed, insightful, and you know the savvy kind, I guess, presenters when it comes to conferences and that sort of thing. I think they put the handle up there because that way you know for sure what the handle is.

Sometimes you’re not 100% sure, it might be this, it might be that. So, whether they have their own handle up or not it sometimes difficult to figure out and but if they’ve made it obvious out there as well that they’re going to engage and I’ve a lot of them engage afterwards, this is after Marketing Week last year. And it was, you could tell who was really engaged in the space and that sort of thing. We’re hoping to keep that going during the next inception of Marketing Week, which is the Marketing Ideas Conference, so, that would be good.

Nick: Yep. Perhaps we could just touch on some of the different tools and how to use them. Just to get started on that, how should people choose which tool, whether it is Facebook or Twitter or YouTube instead of going to…

Rubina: I think that there are a few things that they need to keep in mind. It’s they need to keep in mind how much time they’ve got to allocate to the platform, first and foremost and as a result, look at how many they can engage on. Have a look at where they’re [Inaudible 00:25:01]. If you’re finding that a lot of your target demographics are on Facebook, Facebook and Twitter always posts, release their every year stats about their respective demographics, overall users, so we have 100% men or whatever it might be or that kind of thing.

So, you now have a look at their stats and see what’s not working and what you can do and also have a look at the kind of things that you want to share. If you are going to be doing a majority of text, kind of base stuff, then maybe Twitter would be just fine. Like, it’s only 140 characters but 140 characters still count but if you’re doing just text based stuff or it will be just updates, okay, we’re open now and maybe an occasional [Inaudible 00:25:58] then Twitter is really a more appropriate platform for you. It also depends on what kind of collateral like, as in [Inaudible 00:26:05] nearby and will you be using a smart phone most of the time or are you going to be scheduling updates using something like [Inaudible 00:26:16] or posting in your Facebook page scheduler.

Will you be using those particular products or tools to get your message out and if so, then you probably need to be in front of desktop or a laptop to actually do it. Will you be using an iPad or a Motorola zoom or any of these? I think those are considerations you’ve got to, and then also how it might work in this. Most of the time, it is someone’s existing job that they get social media just kind of falls on top of, it’s just kind of like that kind of thing. So, I think it also depends on your industries. There are a lot of things to consider when it comes to looking at which one to take…

Nick: When they’re sort of first getting into it people should look at …

Rubina: The other thing too is that, look at your competitor first, see what they’re doing and can you do it better? Or do you think you can do it differently? I think it’s another way of having a look at where you might be able to score some points.

Nick: Score some points, yeah, just looking more closely now at Facebook, just to go through perhaps some of the basic aspects of the Facebook page. I’m just thinking that people have a Facebook page or should I have a profile put in and then …

Rubina: Absolutely. Well Facebook Terms and Conditions say that you cannot have a profile page for a business, so I can’t be a person. Luckily a business can’t be a person, because they’re not, so you absolutely must open a Facebook page. There are plenty of categories that come all the way from Community through to Industry to Consulting to whatever, projects not for profits so on and so on.

There are plenty of categories there, so choose the category that’s right for you, that’s a good way of going about it, with that sort of thing. So, once you’ve started your page, these days, if you are starting a new page, there would be a timeline for the management, which means that you need a nice graphic to go to the top, a good profile picture that represents your business or your brand or perhaps it might even be the face of your business or your brand and putting that as your profile picture. And then of course you then have all the different areas, well, essentially it’s still the Facebook wall.

It’s just laid out in more of the newspaper dual type thing and so, you then can scroll through and add links. It’s really important to fill out your About Section. Put in your current address, put in what you’re about, put in your contact phone number, opening hours, who can apply, payment methods and so on and so on. So, that’s quite important too. So you’ve got that section there. You also have a set of buttons that appear at the top. I guess you could call them, they’re kind of like they’re windows more so than buttons but it tells you that you can change what goes there but you can put in there number of, it’ll come up with number of likes for your page.

You could have upcoming events, you could have photos, you could have edgy videos about YouTube channels, things like that. You can also run competitions, of course, running in with Promotion Guidelines set by Facebook, so you need the Party app to go in to do that. You can also upload videos straight to Facebook as well, you don’t have to put it on a YouTube channel or anything like that, you can go straight to Facebook and also you’ve got other apps that you can add on.

Nick: What are some of the functionality you can get from these other apps?

Rubina: Like for example you can embed your Twitter feed if you have one. You can embed your YouTube channel of you have one and with your YouTube channel you can choose to either embed your own videos or your favorite videos. So, you don’t have your own content yet, but maybe your radio station and maybe really like, or a program or maybe just a program on a radio station, our favorites are the top 10 for this week, so it might be. I don’t know who’s even in the Top Ten, so I’m just going to say people like Missy Higgins and Alexie [Inaudible 00:30:51] and I don’t even know anybody actually in the Top Ten, Beyonce or something like that. I don’t know.

You might pick or might say 10 or whatever it might be. So, you can use, you can do both there. You also can, there are tons and tons of Facebook apps to go. You can even put shops into Facebook, you can put like sign up forms, if you’re looking to increase your e-newsletter and subscriber, which is something we haven’t touched on this time around but e-newsletters is another opportunity for integration for social media or blogs and all that something happening there as well. So, I think that the social media is one aspect of your web marketing or digital marketing strategy and so, you can’t ignore like your e-newsletters, you know, blogs, your actual website, is it functional? Is it easy to use? Is it – going back to basics here. Is it readable by everybody you know? Does it matter if you’re using Safari or Internet Explorer or whatever you know.

So, there are other aspects and of course, you’ve got the search engine optimization, search engine marketing, all that as well and then copy and all that sort of stuff. There are a lot of different graphic design of course, there are a lot of different aspects that come in together to give you a successful digital marketing or web marketing strategy and social media is just one component of that. If it’s the component that you choose to focus on, that’s great, but just bear in mind that you do have other areas there. It’s all, again, it’s very, very dependent on the industry and also the client and …

Nick: Yeah. For me, just tell us something. So there’s lots of different ways that social media can integrate with other marketing channels.

Rubina: Yes, absolutely.

Nick: Sort of a very integrated approach to marketing.

Rubina: Yeah, well that’s it, absolutely. I mean, I take that approach to my clients and I ask them about what other activities that they’re doing. Have they considered using any other sort of activities? Why they want to get into social? If the answer is, because everybody else is, well, that’s not good enough. You need a, there needs to be a real objective in mind and we want to increase the number of hits to our website or we want to see an increase in sales using this particular thing. Or we want to see a higher recognition, like a higher level of recognition of our brand. Or, we want more visitors in our shop or we want more people coming to eat at out restaurant or whatever it might be. There needs to be some real tangible objectives there. We want to increase our membership if it’s a membership program or something like that.

Nick: And should people have an idea of the stuff that they want to do before they start a social media or is it okay to just get in there and try it out and work at it as you go along?

Rubina: I think it’s, I think it depends on your particular brand. If you’re for example, Coca-Cola and you kind of came in without a plan, I don’t think that’s a good idea at all because it is, Coca-Cola is one of the biggest brands on the planet. It’s massive. If, on the other hand, you are kind of more of a sole-trader or a partnership or you’ve got a small team of around 5 or 6, you can kind of fuss about and you know take it easy. Figure it out as you go but you do need to have some goals set in mind. You do need to have objectives that might be business objectives or marketing objectives or sales objectives that you ultimately want to achieve as a result, otherwise, you’re kind of just in the space without any real …

Nick: Right. Most probably you’re less efficient than …

Rubina: Yeah, because you’re not really, you’re not sure how to target or you’re not sure who to target or if you’re say you’re a hip new bar or something like that, that’s just opened up and you want to have a queue outside, around the corner sort of thing, how do you do that? Well you need to I guess look at, that’s what you want, so then we look at, okay, which platforms are going to give you that, which kind of areas are going to work best for you? Is it best off, just kind of doing a social media blitz or are you better off doing a bit of PR or trying to get a [Inaudible 00:35:37] around you know, what’s the kind of things that’s going to make it happen for you. It’s something that you’ve got to just kind of work through.

Without these goals, without objectives, then you’re kind of just in the space, and you’re in the space and then you kind of [Inaudible 00:35:52]. So, the bottom type thing, because you’re not sure why you’re there or what you’re doing. There are plenty of resources out there. There are plenty of consultants in Adelaide as well particularly but there’s also plenty of – so, you know, there’s also lots of blogs out there and advice for newbies and that sort of things. So, things that you should do before you go, to think about…

Nick: Yep. There’s lot that we could probably talk about in the social media marketing space but I think we’ll finish off that section with just, you can give us some ideas of what the different options would be for your business. For instance like, running campaigns themselves or outsourcing.

Rubina: So yeah, you do have a few options. You can of course run it all in-house, which, I think and I do well that’s best. I’ve gone through a number of clients where I’ve was routed to some of it, and other times I have mentored and trained their staff to do it. The instances where I’ve mentored and trained their staff, their staff had been able to come back with the right answer. Right is not really the way of saying it, but the better answer, the real answer, the answer that I, you can ask me anything about social media and I’d be able to give you the answer.

In the case of say bartending or something like that, if someone asks me, I really like Manhattans, what’s a great twist on, the modern twist on this classic drink, I’ve got no idea. I don’t know which bourbon I should recommend. I don’t know which bourbon that’s particularly good. I don’t know any of these, so, the little details that comes from the staff without hesitation because that’s what they do behind the bar all day in a bar situation. Someone comes in and says, I like this but I want something new, what can you do? They will just make it and they know what the answer is and the answer is more authentic than the answer I would have given if I went on Google for something different.

It’s much better, you know, and I think that in time, since we are all going to be savvy enough to know the difference between someone who knows about the brand, who knows a lot about the product, knows what’s happening with the product and that sort of thing, as opposed to, outsourcing can be, it’s good, I think, for some businesses because of the time and the resources it has but they still want to commit then they can absolutely outsource it. I think the important thing though, is that when you do outsource it, is that the person who it’s being outsourced to or the friends it’s being outsourced to has access to relevant and updated product information and all that sort of stuff, so that they can do it convincingly.

I think that’s really important. If you haven’t, if there isn’t a contact or a go to person in the actual organization who they can just bring out and talk to you and say, look we have this dream come true, what should the response be because we haven’t covered it already in previous guidelines or policy or anything like that. Which you know, occasionally it does happen you get one side but having that contact within the organization helps you actually, kind of push things through, or something, it makes things a lot easier.

So, I think outsourcing is a good idea if you haven’t got the resources else and it also depends on what industry you are in as well, especially if you need someone to do some technical writing and things like, then your outsourcing is not a bad idea at all, for blogging that sort of this. But when it comes to that immediate responses, that’s something that’s perhaps more personal, so might be hospitality of tourisms, something like that. If you’re not familiar with the product, then the answer you give might be less that authentic, you know. I’m not sure you know. Some people might know, some people might not but ideally what you want to be authentic when you’re on social media. You want to be real and that’s something that’s really, really important I think, to be transparent, to be who you are.

Nick: Thanks for joining me for another episode of Web Marketing Adelaide. If you want to find out any more about Rubina or anything else we’ve discussed in this episode, head to our website www.webmarketingadelaide.com.au. See you next week!



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