Social Media Audit - How To Prepare For Social Media Management

Social media marketing is becoming a core part of an online marketing strategy more and more each day for businesses worldwide. Why? It targets interest groups attached to a brand and engages them through micro-blogging (twitter, buzz, Facebook, LinkedIn) to take an interest in a product of benefit to them.

Essentially, social media marketing is becoming an effective lead generation tool. Though, many businesses worldwide are still slow to catch on to the benefits of a targeted campaign. So, how do SEO companies and digital agencies persuade the skeptics that their business needs social media management?

The answer is a Social Media Audit.

Jonathan Briggs, Strategy director at theothermedia.com released a professional template to solve the puzzle of how to produce a social media audit. The result is a PDF that analyses every facet of a client's current influence and where improvement can bring value through more targeted visitors, and nurturing leads. There is a link to the template in my bio.

The template for social media audits can apply to pre-sales strategies where a skeptical client may not "see" the power of an effective campaign. So many businesses lack the time to carry out a solid online campaign though many SEO services are used to carrying out the work anyway. If that outsource SEO company or internal marketing manager is armed with an audit report that will reveal the true benefits at a meeting, social media management will start to really become a key factor in any online business marketing strategy.

You can tweak it if necessary though I recommend you simply use the template. It is very comprehensive e.g. how you can evaluate if a pre-sale is even worth the time as in the Reactions on page 2.

Showing competitor analysis can give the need for impetus on a campaign. A page can be prepared to show the current reach for a client's top competitors.

One aspect of the SEO audit that should be used is keyword analysis; social media helps a brand gain more reach through targeted keywords just like article marketing, so SEO companies should include an on-page SEO audit. It can be seen why this should be part of the audit in that respect as showing the client how targeted keywords play a part in twitter, Facebook and buzz posts, instills further confidence. SEO companies can mention the power of twitter search for example by highlighting the use of keywords. If the keywords are analysed and added properly, it can be explained that the client products and posting attempts to reach out will be found.

SEO companies can use the template to show clients how their exposure is working, and then explain how it will be improved - that's where the provider is close to closing the skeptical CEO.

The final bit in the template on deadlines gives a view of the long term plan to help their brand reach. This includes timelines and costs, the absolute requirement as a final step towards closing the deal.

In summary, I would say any social media audit has 3 stages from the pre-sale through to the project end:

1. Initial Audit using the aforementioned template.

2. Monthly updates to check how the reach is working, reactions to the client brand, etc.

3. Monitoring to keep abreast of any changes needed like a bad reaction.

There are a wide range of tools both free and paid tools for doing the social media management tasks. More than I can go into here on this article. As analytics is a key part of the audit, what can help the template data you collect from clients is backtype.com which quickly shows the company twitter reach. Another tool for measuring reach and influence connect.postrank.com/ can really add stats power to the audit data. Stats carry that "show not tell" weight which is needed here.

What is really needed is analytics, a stat that shows where the business's social media is succeeding and failing. A carefully planned audit shows all that and more for the business thinking that they can skip social media as a business development tool.

Stephen Crowley MSC is a Freelance SEO Consultant and Owner of Click For SEO, a site aimed at resources for marketeers and content writers to help broadcast their products and services. If you need a Social Media Audit template, go to http://clickforseo.com and request one.

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Media Kits Double as Hard Hats: Prepare Your Media Kit in Advance so You're Always Protected

After two years of construction dust, beams and hard hats seemed normal. Planning for an official grand opening week included scheduling tours, receptions and special events. Staff teams sifted through lists of dignitaries, vendors, neighbors, family and friends; they ordered the favors, organized menus and reviewed plans. When a reporter requested a media kit, the staff looked at each other blankly. No media kit existed.

The why of media kits

Media kits provide an abridged version of you and your business to many sources. From background to company highlights, media kits include information that may be of interest to those writing an article, producing or conducting an interview, or otherwise providing the public with features and facts. Online or digital press rooms serve as repositories on the web for all your press materials, downloadable and accessible 24/7. As David Meerman Scott author of "The New Rules of Marketing & PR" notes, "...when people want to know what's current about an organization, they go to an online media room."

Compiling your media kit takes organization and preparation. Like construction, it may feel chaotic while you're putting it together. Outlining and producing this element of your company's promotion guarantees peace of mind when you're asked for information or interviewed by media.

Elissa Breitbard, owner of Betty's Bath and Day Spa in Albuquerque, spoke openly about her experience in building a media kit. "Once we pulled everything together it was as if we'd moved to a new level company-wide. After five years in business we'd finally arrived."

The when of media kits

Any newsworthy event might result in a request for a media kit. Your business would be well served to have a package ready for any of these specific opportunities:

Grand opening or ribbon cutting

New product introduction

Celebrity appearance

Groundbreaking ceremony

Partnership announcement

Book publication

Conference speaker

Release of special report or survey results

Preparation in the face of disaster is also good defense, although no one wants to think the worst. Last spring, for example, a major retailer experienced a fire at one location; media kits offered background information that would not otherwise have been available. As a result, the retailer got a behind-the-scenes story before the public.

The what of media kits

How do you decide what information to include? The answer is simple. Relevance rules. Begin with your most recent news release. Your release includes the five "w's" and an "h": who, what, when, where, why and how, woven into the story. ProfitMeister will tackle the "how" of news releases in another issue. Email me for my special tipsheet on preparing your news release.

While few hard, fast rules exist, most public relations experts agree that your media kit must also include basics like a company brochure, product sheets, brief biographies and credentials of key personnel.

In addition, Fact Sheets (or FAQ's) present "at a glance" information and are especially effective in a complex organization or multi-tiered event. One author published Fast Facts, a one sheet with talking points about her, her company and her book. A nonprofit organization posted Fact Sheets internally at phone stations to ensure that volunteers had access to details.

Another practical component of a media kit is a customer list or testimonial sheet that includes several quotes about your product or service. Case studies from satisfied customers showcase how your company solves problems. While most journalists will uncover their own information, these quotes provide background and add a third party to your credibility. Reporters may call these sources for additional information or sidebar stories.

The who of media kits

Media kits can take on the personality of the business; a pizzeria, for example, might opt for a pizza box info holder, something that would be inappropriate for a medical concern. High resolution pictures (300 dpi is essential for print media) of key executives are appropriate; include a CD with several high resolution photos of an event.

Many professional service providers publish a newsletter such as ProfitMeister; copies of past issues could be included in the media kit. Professional speakers may find it helpful to include audio as well as video; we suggest that demos be under the magic seven minute time limit.

The where of media kits

Your collection of materials needs to be grouped together to be complete. Its appearance must be clean, attractive and consistent with your company image. Have fun with the many choices in packaging.

Most businesses elect to place all items in a two-pocket folder with their company label on the outside. Include a business card in the slot in the folder. As part of your checklist, be sure that each item in the kit includes current contact information; check all phone and fax numbers for accuracy and include website and email addresses. While this may seem redundant, it is critical that the professional be able to access your information quickly and easily.

The how of media kits

Hammering out written materials could require the services of a professional writer, graphic designer or photographer. However, it can also be effectively done in your own office using a program like Publisher or In-Design.

Once you have developed your media kit, you may decide to add a press room to your website. The temptation to "pdf" all materials and have an immediate online duplication of your printed materials will be great. Consider your audience and remember that on the web, less is more.

Conclusion

If you've completed the process, relax. Enjoy the secure feeling that comes from being prepared and mark your calendar to update media kit materials on a quarterly basis.

Copyright © 2007 by Mary Ellen Merrigan. Mary Ellen Merrigan owns and operates Connecting Point Communications, a public relations firm. Her monthly newsletter, ProfitMeister, offers tips on maximizing marketing money. She is a speaker, author, and consummate entrepreneur. Merrigan was named Small Business Champion of the Year in 2005 by the Small Business Administration and is a past New Mexico Broadcaster of the Year. For more information, visit http://www.ProfitMeister.com or http://www.MyConnectingPoint.com.

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How To Prepare Soil and Hydroponic Media Before Potting

Preparation Of Plant Media

To gain the best from your plants you as a grower are required to prepare your soil and media for the seedling, cutting or seed to start their life in the best possible surroundings. Media and soil manufacturers will of course prepare the basis of the media on offer, by this, buffer's and minerals that release into the soil or media when contacted with liquid nutrients or the plants root zone would of been added. Soil's and media's not only offer the root zone feeds they also offer protection from the elements and if using hydroponics equipment, namely grow lights then the media or soil will aid in restricting the light or lumens hitting the root zone.

Root Nutrients and Boosters

Preparation starts with root nutrients and root boosters as these are what any plant is first required to focus on, mass root production. Without root production nutrients can not be up-taken by the plant. Soils and other media's benefit highly from dosing the root nutrients at near maximum strength. This will ensure the roots can find root enhancing nutes immediately upon releasing from the stem.

Preparation Amounts and Timing

The amount of liquid nutrients required to prepare the soil or media will depend on which type of soil or media is to be used, this also applies to how long the process will take.

Soil's - As soils soak up liquids immediately preparing soils are by far the fastest to prepare, however, it takes two to three days for soil to absorb the nutrients ready for releasing as the roots take it up or as the moisture in the soil evaporates. With this said it is good practice to heavily feed the soil with a large quantity, not strength. After two or three days repeat this process. Two days later the soil will be moist rather than wet, this is optimum potting soil.
Media - Quite often a substitute to soil is clay pebbles, pre-formed from volcanic matter. To prepare clay media the grower would be required to top up the grow system reservoir with water, add root nutes and boosters, pH to 5.5 and turn on the system's feed pump, this will have to stay turned on until the media has fully prepped. The only way to be sure you have prepared your media is to check the EC and pH on the returning feed. The media will make the EC and pH raise requiring the grower to change the media preparation feed or add a top up tank to lower the EC to its lowest and the pH back to 5.5. Quite simply put, when the reservoir liquids read the same as when you put the feed in then the media is ready for potting into.

Note: The washing of media's is as important as adding feeds. If you do not wash the media correctly to start with it will take longer for the EC and pH to stabilise. Take caution when washing out media, removing all loose matter will be highly beneficial.

Buffering Soils and Media

Preparation of media's and more so soils also require growers to add buffer's. Using buffer's soften the nutes and minerals and allow the plant to absorb these more simply. Media's quite often buffer by adding pH and root enhancers into water as above, soil's however quite often do not and require specialist buffering treatments such as COGr. The manufacturers will have added small amounts at source however soils eat away at the bufferer requiring topping up before adding preparation feeds and more so before adding plants.

Media Preference

Whether using soil or media Canna Rhizotonic is the choice of many with recorded achievements Worldwide due to its outstanding performance in all soil's and media's. Rhizo as it is often called ensures your soil's and media's are fully optimized for the coming of the new roots with nutrients ready to feed the roots with necessary minerals which duplicate the plants natural root releasing process forcing the plant to release more roots.

Hydroponics is a science that whilst simple to learn, will enthral you for years to come. The possibilities are endless using hydroponics equipment, anything that grow's in the wild can be grown using hydroponics cultivation methods, benefiting from speeding up the growth cycle of any plant species, offering the grower complete control over feeds, cycles, lighting and climate.

Please feel free to visit us at http://www.facebook.com/hydroponicgrowth or http://www.twitter.com/hydro_growth

Thank you for taking the time to read this article. Please comment, good or bad, all feedback helps me to learn also, all the best, Jay Short. Director/Webmaster

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