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Many brands across the globe have jumped on the <keyword id="2039682" type="UNKNOWN" weightage="100" keywordseo="Social-media-bandwagon">social media bandwagon</keyword>. However, most of them have done it out of compulsion simply because their competitors are doing it or it has been a mandate from the top management. This approach will definitely lead to disaster and even after allocating resources for <keyword id="6354632" type="COMPANY" weightage="100" keywordseo="Social-media">social media</keyword> activities, you won’t reach anywhere near your anticipated ROI on spends. 
 This article will sum up the essentials of <keyword id="2039683" type="UNKNOWN" weightage="100" keywordseo="Social-media-hygiene">social media hygiene</keyword> that <keyword id="476741" type="UNKNOWN" weightage="100" keywordseo="brand-managers">brand managers</keyword> can’t ignore. So consider this a Holy Grail for your company’s <keyword id="1844596" type="UNKNOWN" weightage="100" keywordseo="Social-Media-Strategy">social media strategy</keyword>. 
 
1. Hire a specialist. Whether you believe it or not, conventional marketers are not a good option when it comes to social media planning and execution. I have seen some great brands suffer and lose their brand reputation irrecoverably due to dismal social media strategy. But that mostly happens because people are lacking in basic social media skills at the execution level. Yes, you need to hire a <keyword id="1707691" type="POSITION" weightage="100" keywordseo="Social-Media-Specialist">social media specialist</keyword> having specific skills including: <keyword id="2039691" type="UNKNOWN" weightage="100" keywordseo="Copywriting">Copywriting</keyword> expertise 
Sound SEO/SEM knowledge Basic <keyword id="15509" type="ORGANIZATION" weightage="100" keywordseo="Research">research</keyword> &amp; analytical skills Technical skills: Well-versed in different promotional tools used across social networking sites and ability to use tools like <keyword id="1573530" type="UNKNOWN" weightage="100" keywordseo="HootSuite">HootSuite</keyword>, <keyword id="854975" type="UNKNOWN" weightage="100" keywordseo="buffer">Buffer</keyword>, <keyword id="2039686" type="UNKNOWN" weightage="100" keywordseo="Optify">Optify</keyword>, <keyword id="2039687" type="UNKNOWN" weightage="100" keywordseo="SEOMoz">SEOMoz</keyword>, <keyword id="1107152" type="UNKNOWN" weightage="100" keywordseo="Google-Analytics">Google Analytics</keyword> etc. <keyword id="2039690" type="UNKNOWN" weightage="100" keywordseo="Report-generation">Report generation</keyword> &amp; expertise to stay ahead of the curve. 
 
2. Decouple social media from other media planning. Many great brands have not succeeded across <keyword id="1020663" type="UNKNOWN" weightage="100" keywordseo="social-media-platforms">social media platforms</keyword> because their <keyword id="2039672" type="UNKNOWN" weightage="100" keywordseo="Social-media-promotion">social media promotion</keyword> is riding the campaigns across other media formats such as print, <keyword id="6355065" type="COMPANY" weightage="80" keywordseo="tv">TV</keyword>, <keyword id="12905" type="COMPANY" weightage="80" keywordseo="Radio">radio</keyword>, <keyword id="2014281" type="ORGANIZATION" weightage="80" keywordseo="OOH">OOH</keyword>, etc. You have to decouple social media from your <keyword id="2039692" type="UNKNOWN" weightage="80" keywordseo="Conventional-marketing">conventional marketing</keyword> strategies. Take <keyword id="94301" type="ENTERTAINMENT" weightage="100" keywordseo="Dove">Dove</keyword>, for example. Its <keyword id="2039693" type="UNKNOWN" weightage="100" keywordseo="Digital-campaigns">digital campaigns</keyword> are completely different from TV or print ads. The campaigns have different objectives and <keyword id="2039694" type="UNKNOWN" weightage="100" keywordseo="Target-groups">target groups</keyword> for print and TV. Dove’s viral campaign is the <keyword id="2039724" type="UNKNOWN" weightage="100" keywordseo="Most-watched-video-ad">most watched video ad</keyword> of all times. 
 
3. Don’t sell on social media; engage and create awareness. Digital advertising KPIs like CPC/CPD or <keyword id="2039726" type="UNKNOWN" weightage="100" keywordseo="Lead-generation">lead generation</keyword> may not work great for you on social media platforms. Online audience is not interested in booking a car <keyword id="135251" type="UNKNOWN" weightage="80" keywordseo="Test-drive">test drive</keyword> or getting discount on coffee, which they get otherwise. Use social media platform to educate them about you product features, future roadmap, brand recall, etc. For instance, the <keyword id="275427" type="COMPANY" weightage="80" keywordseo="Harley-Davidson-India">Harley-Davidson India</keyword> <keyword id="6354576" type="CITY" weightage="100" keywordseo="Facebook">Facebook</keyword> fan page has more than 1 million fans but undoubtedly, the company doesn’t have so many customers in India. However, it has managed to create a great <keyword id="41188" type="UNKNOWN" weightage="100" keywordseo="fan-following">fan following</keyword> on Facebook, including those who can’t afford the bikes. 
 
4. Engage, educate &amp; evolve your customers. It is widely believed that social media is the best platform for customer interaction. Overall, Facebook is the best destination for reaching out to the uber youth segment, <keyword id="28120" type="CITY" weightage="100" keywordseo="Linkedin">LinkedIn</keyword> for professionals with ample discretionary income, <keyword id="6354616" type="CITY" weightage="100" keywordseo="Twitter">Twitter</keyword> for reaching out to a great magnitude of people globally, in the fraction of a second, <keyword id="10879" type="CITY" weightage="100" keywordseo="YouTube">YouTube</keyword> for viral marketing and <keyword id="939877" type="COMPANY" weightage="100" keywordseo="Pinterest">Pinterest</keyword> for promoting your products in the multimedia format. As a result, one must have in-depth knowledge of many promotional tools available on these sites and must comprehend which tool best suits your campaign objective. The best example here is <keyword id="6355174" type="CITY" weightage="80" keywordseo="Ford">Ford</keyword> Ecosport. Last year, the car-maker launched a 360 degree digital campaign called Urban Discoveries contest in India to engage with customers much before the car launch. It was a well-planned campaign, integrating online and offline objectives. The response was overwhelming and Ford showrooms across India were inundated with test drive enquiries. 
 
5. Define social media KPIs. Each <keyword id="878518" type="UNKNOWN" weightage="100" keywordseo="Social-Media-Campaign">social media campaign</keyword> should be designed with clear end objective. Simply increasing the likes on Facebook is no big deal and will not yield ROI on <keyword id="2039734" type="UNKNOWN" weightage="100" keywordseo="Digital-spends">digital spends</keyword>. In fact, as per a research report, there are many fake accounts on Facebook and the likes may not be genuine. But if you look at the <keyword id="2039736" type="UNKNOWN" weightage="100" keywordseo="Best-digital-media-campaigns">best digital media campaigns</keyword> in 2013, you will find that almost all of them focused on creating awareness and deeper engagement with the audience. 
 
6. Have a proactive <keyword id="1063442" type="UNKNOWN" weightage="100" keywordseo="Online-reputation-management">online reputation management</keyword> (<keyword id="705957" type="ORGANIZATION" weightage="100" keywordseo="ORM">ORM</keyword>) system in place. 
Your online reputation is as sacrosanct as your brand image. Any erroneous post, racial comment, any content that is publically enraging may lead to bitter reactions. In such cases, you must be proactive as you take responsibilities, apologise, give proper justifications and be honest in your response. Not doing so will harm you manifold than you can imagine. 
 
7. Be prepared, stay alert. Finally, there is no rule of thumb for social media promotion. It varies for different industries and key factors such as the nature of your brand, budget, campaign objective and target audience impact every campaign. So it is imperative for brand managers to proactively plan social media strategies and constantly review them for bigger <keyword id="2039743" type="UNKNOWN" weightage="100" keywordseo="Returns-on-social-media">returns on social media</keyword> spends. 
 
About the author: Kamlesh Dixit is co-founder of Leo9 Studio and an experienced digital &amp; social media professional. He enables global brands to build digital properties and advises organisations on how to enhance their digital and social media revenues.

7 Things You Need To Know About Social Media Strategy
For Better Brand Engagement

<keyword id="1737805" type="UNKNOWN" weightage="60" keywordseo="Social-Media-Insights">Social Media Insights</keyword> is a daily newsletter from Business Insider that collects and delivers the top <keyword id="6354632" type="COMPANY" weightage="60" keywordseo="Social-media">social media</keyword> news first thing every morning. You can <a href="http://www.businessinsider.com/newsletter">sign up</a> to receive Social Media Insights <a href="http://www.businessinsider.com/newsletter">here</a> or at the bottom of this post.

<a href="http://www.seomoz.org/blog/social-authority">Social Authority: Our Measure of Twitter Influence</a> (SEOmoz) "Social Authority" is not about bragging rights or merchant discounts. It’s more than just exploring your own followers. Social Authority is based on retweets.
<div class="image-container center" style="width:601px"><div class="image"></div>SEOmoz</div>
Social media is very much a "what have you done for me lately" medium. In fact, the half-life of a tweet is a mere 18 minutes.
<div class="image-container center" style="width:601px"><div class="image"></div>SEOmoz</div>
An average user needs 10,000 followers before 25 percent of their tweets are retweeted. Indeed, it’s only very popular users who get a large percentage of their tweets retweeted. Check out all the charts on Social Authority. <a href="http://www.seomoz.org/blog/social-authority">Read &gt;&gt;</a>
<a href="http://www.forbes.com/sites/dorieclark/2013/02/13/scoble-why-facebook-wont-fade/">Why Facebook Won't Fade</a> (Forbes) <keyword id="279740" type="PERSON" weightage="60" keywordseo="Robert-Scoble">Robert Scoble</keyword>, a well-known technology thought leader says, “Anybody who says <keyword id="6354576" type="CITY" weightage="60" keywordseo="Facebook">Facebook</keyword> is going to fade has not done their homework. Facebook is not MySpace, and I can’t say that clearly enough. It’s a platform companies are building on top of, so if you think it’s going to fade, that means Instagram has to fade, it means Highlight is going to fade, and every other app that relies on Facebook.” Part of Facebook’s success is simply the scale they’ve been able to achieve. “Can you tell me about a world where you’re going to rip out Facebook? No one can tell me about that because a billion people are on the thing,” he says. <a href="http://www.forbes.com/sites/dorieclark/2013/02/13/scoble-why-facebook-wont-fade/">Read &gt;&gt;</a>
<a href="http://www.marketingpilgrim.com/2013/02/survey-shows-marketers-plan-to-increase-youtube-and-pinterest-presence.html">Survey Shows Marketers Plan To Increase Social Media Presence</a> (Nectar Online Media via Marketing Pilgrim) A little over half of the businesses in a recent survey said they were using YouTube to market their brand. But of all the social media options, it’s the one they predicted to have the most growth in the coming year.
<div class="image-container center" style="width:441px"><div class="image"></div>Nectar Online Media</div>
Nectar Online Media and the Social Media Clubs surveyed 400 social media decision makers to find out what’s hot and what will be hotter in the coming years. Facebook was the all around favorite with <keyword id="6354616" type="CITY" weightage="60" keywordseo="Twitter">Twitter</keyword> close behind. <a href="http://www.marketingpilgrim.com/2013/02/survey-shows-marketers-plan-to-increase-youtube-and-pinterest-presence.html">Read &gt;&gt;</a>
<a href="http://news.cnet.com/8301-1023_3-57569280-93/mark-zuckerberg-owns-29.3-percent-stake-in-facebook-sec-filing/">Mark Zuckerberg Owns Nearly 30 Percent Of Facebook</a> (CNet) Facebook CEO <keyword id="6354630" type="PERSON" weightage="60" keywordseo="Mark-Zuckerberg">Mark Zuckerberg</keyword> now owns 29.3 percent of the company, according to the latest company filing with the SEC. Zuckerberg now owns 632.6 million shares, making him the largest stakeholder in the social network. During the company's May 2012 IPO, Zuckerberg sold 30.2 million shares just below the offering price of $38. However, he went on record last September saying that he would not sell any shares during a 12 month period. <a href="http://news.cnet.com/8301-1023_3-57569280-93/mark-zuckerberg-owns-29.3-percent-stake-in-facebook-sec-filing/">Read &gt;&gt;</a>
<a href="http://giraffesocialmedia.co.uk/the-5-coolest-social-media-infographics/">Here Are Some Cool Social Media Infographics</a> (Giraffe Social Media) The best way to show something is via a digestible, good looking picture. Here are some of the best infographics relating to social media.
The top leaders: (click <a href="http://billcrosby.com/wp-content/uploads/2012/12/17170042299992403_mhVi7i4k_c.jpg">here</a> for the full <keyword id="1599649" type="UNKNOWN" weightage="60" keywordseo="infographic">infographic</keyword>) 
<div class="image-container center" style="width:550px"><div class="image"></div>Social Jumpstart</div>
Digital Maturity: (click <a href="http://blogs.avg.com/wp-content/uploads/2011/11/Untitled1.png">here</a> for the full infographic)
<div class="image-container center" style="width:550px"><div class="image"></div><a href="http://blogs.avg.com/wp-content/uploads/2011/11/Untitled1.png">AVG</a></div>
Food Sharing Trends: (click <a href="http://rack.0.mshcdn.com/media/ZgkyMDEyLzAzLzMxLzAzXzU3XzM3XzIwNV9maWxl/f18c40f5">here</a> for the full infographic)
<div class="image-container center" style="width:550px"><div class="image"></div>360i</div>
There are a few more. Check out the full article for the rest. <a href="http://giraffesocialmedia.co.uk/the-5-coolest-social-media-infographics/">Read &gt;&gt;</a>
<a href="http://www.thetechnologycafe.com/social-media-metrics-that-need-to-be-measured-for-roi/">Social Media Metrics That Need To Be Measured</a> (The Technology Cafe) Do you think social media measurement is only about return on investment (ROI)? Here are 8 useful metrics that you may not be measuring, but should be.
<ol>
<li>Conversion rates</li>
<li>The control group</li>
<li>Growth rate</li>
<li>Marketing campaign history</li>
<li>Customer acquisition costs</li>
<li>Retention rates</li>
<li>Customer saves</li>
<li>Cross-sells</li>
</ol>
This is certainly not a complete list of metrics, but it gives an overview of some of the most commonly missed measurements that contribute to showing social media’s value to your organization and/or clients. <a href="http://www.thetechnologycafe.com/social-media-metrics-that-need-to-be-measured-for-roi/">Read &gt;&gt;</a>
<a href="http://socialmediatoday.com/kayjer/1238806/pinterest-business-can-be-done-top-5-things-know">Top Five Things To Know About Pinterest For Business</a> (Social Media Today) Here's how to introduce <keyword id="939877" type="COMPANY" weightage="60" keywordseo="Pinterest">Pinterest</keyword> to your social media toolbox:
<ol>
<li>Start with beautiful images</li>
<li>Pinterest search is basic, so title your pictures accordingly</li>
<li>Name your boards something fun</li>
<li>Be active</li>
<li>Promote your pins with other social media tools</li>
</ol>
There is a common misconception that Pinterest is just for recipes and DIY tutorials. However, it’s entirely possible to successfully market your product or business on one of the fastest-growing social sites around. <a href="http://socialmediatoday.com/kayjer/1238806/pinterest-business-can-be-done-top-5-things-know">Read &gt;&gt;</a>
<a href="http://smallbiztrends.com/2013/02/pinterest-infographic-small-business.html">Pinterest For The Small Business</a> (Small Business Trends) Pinterest is the fastest growing social network in history and as such, has businesses everywhere exploring how they might utilize this virtual pinboard to their advantage. This Pinterest infographic published by Wasp Barcode will show you how to get started. <a href="http://smallbiztrends.com/2013/02/pinterest-infographic-small-business.html">Read &gt;&gt;</a>
<div class="image-container center" style="width:600px"><div class="image"></div>Wasp Barcode</div>

Here's How To Measure Influence On Twitter

<keyword id="6354485" type="CITY" weightage="60" keywordseo="mobile">Mobile</keyword> Insights is a daily newsletter from <a href="https://intelligence.businessinsider.com/welcome?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MI&amp;utm_content=link&amp;utm_campaign=BIIMobile">BI Intelligence</a> delivered first thing every morning exclusively to <a href="https://intelligence.businessinsider.com/welcome?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MI&amp;utm_content=link&amp;utm_campaign=BIIMobile">BI Intelligence</a> subscribers. <a href="https://intelligence.businessinsider.com/welcome?utm_source=House&amp;utm_medium=Edit&amp;utm_term=MI&amp;utm_content=link&amp;utm_campaign=BIIMobile">Sign up for a free trial of BI Intelligence today</a>. 

<div class="image-container float_right" style="width:400px"><div class="image"></div>Chitika</div><a href="http://chitika.com/browsing-activity-by-hour">Hour-by-Hour Examination: Smartphone, Tablet and Desktop Usage Rates</a> (Chitika) Chitika just completed a report examining tablet, smartphone, and desktop Web browsing by hour of the day. Here are some key findings:
<ul>
<li>Overall, mobile browsing rates are much more consistent throughout the day as compared to browsing from desktops and laptops</li>
<li>The bump in usage during commuting hours is much higher for <keyword id="6354775" type="TECHNOLOGY" weightage="60" keywordseo="Smartphones">smartphones</keyword> (&gt;90 percent of daily high) as compared to tablets (~65 percent of daily high)</li>
<li>Smartphone browsing's peak is more extended during the evening hours as compared to tablets, and the trough is not as deep (~43 percent as compared to ~26 percent)</li>
</ul>
The data emphasizes how mobile browsing behavior patterns have evolved to become markedly different from what's seen from desktops: a major consideration for advertisers, developers, and online marketers. <a href="http://chitika.com/browsing-activity-by-hour">Read &gt;&gt;</a>
<a href="http://www.seomoz.org/ugc/5-mobile-seo-tips-from-the-google-adwords-team">Mobile Search Engine Optimization Tips</a> (SEOMoz) According to the Head of Global <keyword id="1066105" type="UNKNOWN" weightage="60" keywordseo="Mobile-search">Mobile Search</keyword> Ads at Google, here are five key mobile <keyword id="374952" type="PERSON" weightage="60" keywordseo="Seo">SEO</keyword> trends to look out for, based on all of the exciting changes that are happening in the world of paid mobile search.
<ol>
<li>Local Organic Search is More Valuable than You Think</li>
<li>Mobile Search Is Really, Really Way More Valuable Than You Think</li>
<li>Stop Building Mobile Sites</li>
<li>If You Must Have a Mobile Site, Don’t Dumb it Down</li>
<li>User Context Is The Key</li>
</ol>
Many of the mobile search concepts are applicable to both paid and organic mobile search. <a href="http://www.seomoz.org/ugc/5-mobile-seo-tips-from-the-google-adwords-team">Read &gt;&gt;</a>
<div class="image-container float_right" style="width:400px"><div class="image"></div>Pew Research Center</div><a href="http://www.fiercedeveloper.com/story/pew-one-fourth-teen-smartphone-users-are-cell-mostly-internet-users/2013-03-25">One-Fourth Of Teens Are Mobile-Mostly Internet Users</a> (Pew Research via Fierce Developer) The number of teenagers who own smartphones has risen 23 percent in the last two years, underscoring the demographic differences in potential app users, according to the most recent Pew Internet and American Life report. Perhaps even more significant, the Pew research study found that, compared with the 15 percent of adults who mostly access the Internet via their phones, one in four teen smartphone owners are strictly mobile Internet users. "While many teens have a variety of Internet-connected devices in their lives, the cell phone has become the primary means by which 25 percent of those aged 12 to 17 access the Internet," the report said. "Among teens who are mobile Internet users, that number rises to one in three (33 percent). Among teen smartphone owners, 50 percent say they use the Internet most via their cell phone." <a href="http://www.fiercedeveloper.com/story/pew-one-fourth-teen-smartphone-users-are-cell-mostly-internet-users/2013-03-25">Read &gt;&gt;</a>
<div class="image-container float_right" style="width:400px"><div class="image"></div>OpenSignal</div><a href="http://thenextweb.com/insider/2013/03/26/size-matters-for-every-square-inch-of-screen-75mb-of-cellular-data-is-consumed-each-month/">The Larger The Smartphone Screen, The More Web Usage</a> (OpenSignal via TNW) For its latest study, OpenSignal set out to compare the amount of data used on devices of different screen sizes, on both 3G and WiFi. Given that OpenSignal is <keyword id="6355645" type="COMPANY" weightage="60" keywordseo="android">Android</keyword>-only, it obviously doesn’t factor in iPhones. But given that Android constitutes more than half the smartphone market in most western countries, and there’s a myriad of different screen sizes across the board, it actually lends itself better to this test anyway. Over WiFi, as screen sizes get bigger people tend to munch more data. Indeed, data consumption doubles between a 6 square-inch device and a device with a 9 square-inch screen such as a Galaxy S3. For every additional square inch of screen real-estate, this leads to 288MB of extra data downloaded each month. <a href="http://thenextweb.com/insider/2013/03/26/size-matters-for-every-square-inch-of-screen-75mb-of-cellular-data-is-consumed-each-month/">Read &gt;&gt;</a>
<a href="http://news.cnet.com/8301-13579_3-57576282-37/iphone-5s-expected-to-launch-late-june-says-analyst/">iPhone 5S Expected To Launch This Summer</a> (CNet) Apple will likely bring out its next <keyword id="6354606" type="COMPANY" weightage="60" keywordseo="iPhone">iPhone</keyword> in late June, projects Piper Jaffray analyst Gene Munster. Assuming that forecast comes true, Munster believes Apple will sell 4 million units of the new phone before the month and the quarter are over. That estimate compares with the 5 million iPhone 5 handsets sold during that model's opening weekend. The analyst expects Apple to sell 30 million iPhones over the June quarter, a 15 percent increase over the same quarter a year ago. Like most analysts and Apple watchers, Munster expects the phone to include a faster processor, better camera, and new software features tied into the hardware. <a href="http://news.cnet.com/8301-13579_3-57576282-37/iphone-5s-expected-to-launch-late-june-says-analyst/">Read &gt;&gt;</a>
<a href="http://www.theverge.com/2013/3/26/4147858/is-t-mobile-finally-a-real-threat-to-at-t-and-verizon">Is T-Mobile Finally A Threat To AT&amp;T And Verizon?</a> (The Verge) At $70 for unlimited data, <keyword id="30493" type="CITY" weightage="60" keywordseo="T-mobile">T-Mobile</keyword> undercuts Sprint, <keyword id="28808" type="CITY" weightage="60" keywordseo="ATT">AT&amp;T</keyword>, and <keyword id="6393116" type="CITY" weightage="60" keywordseo="Verizon">Verizon</keyword> considerably, and it doesn't hurt that it's got a brand-new LTE network that it promises to ramp up quickly. But will people know this is all happening? <a href="http://www.theverge.com/2013/3/26/4147858/is-t-mobile-finally-a-real-threat-to-at-t-and-verizon">Read &gt;&gt;</a>
<a href="http://www.businessinsider.com/nominate-best-2013-mobile-ad-campaign-2013-3">Nominate The Best Mobile Advertising Campaign So Far In 2013</a> (Business Insider) Business Insider is prepping for our upcoming <keyword id="564900" type="ORGANIZATION" weightage="60" keywordseo="Mobile-advertising">Mobile Advertising</keyword> Conference, scheduled for June 13, 2013, in New York. We want to include the best of the best at the conference — and need your help. To learn more about nominating the best mobile campaign, click the link. <a href="http://www.businessinsider.com/nominate-best-2013-mobile-ad-campaign-2013-3">Read &gt;&gt;</a>

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7 Things You Need To Know About Social Media Strategy For Better Brand Engagement

Kamlesh Dixit

Here's How To Measure Influence On Twitter

Heather Leonard

Mobile Web Traffic Is Consistent Throughout The Day

Heather Leonard

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