Bolton Remote’s Digital Marketing Series for Growing Businesses
We like how remote teams help scaling startups overcome challenges that come with growth. Here you'll find useful information about managing remote digital marketing teams. In this post, we’re enumerating the building blocks of a remote social media command center.
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Building a digital marketing command center amplifies your marketing efforts and speeds up your engagement with customers. For this reason, many businesses invest on additional physical space, equipment, and manpower to create command centers for their digital marketing teams.
“Current command centers can listen to conversations in dozens of languages to identify customer support issues, engage with customers, and influence product development,” says Lisa Joy Rosner, chief marketing officer for NetBase, in a CMO.com article. “A command center can help you create content in the moment that can go viral and have a huge positive impact.”
Like any large investment, setting up a social media command center comes with a slew of risks. A poorly run center is not only a waste of money, but it also stunts your digital marketing efforts.
The good news is, you can build a social media command center remotely. Here are the foundations you need to build one.
Hire Seasoned Remote Specialists
A remote team can provide the constant presence required to effectively run your social media command center. “Real-time awareness of social-media content is essential for a business to be responsive with content as well as business strategy,” according to the On Marketing team in a Forbes article. “To do the command-center model right, a setup has to envision a real-time workflow empowered to take action on all of the relevant content being analyzed, whether it be insights derived from real-time monitoring, opportunities to respond, or great discovered content to feature that elevates you and your fans.”
Involve experienced specialists in your remote social media command center. With remote help, you have the advantage of reducing costs and greater scalability, all while keeping this competency in-house. But you need to be particular about your staff’s experience and skill levels.
“Make sure everyone essential is there and that each person has a clear set of responsibilities,” advises Patrick McLean of Capital One during ANA’s Real-Time Marketing Conference. According to Nancy Lazarus of Adweek’s PRNewser, Patrick emphasizes that content producers are crucial. “Expert content producers are key, particularly reporters, vloggers and videographers.”
Establish Your Analytics
Since you will not be physically with them, clearly establish your performance metrics with your remote team. Go beyond tracking of shares, likes, and retweets. Joel Windels of Brandwatch, in particular, finds social media command centers best for tracking “instant feedback about what customers are talking about, which trends are emerging, the latest customer complaints, the top press hits and news stories, and how competitors are faring.”
With a remote social media command center, you have enough presence to better identify your brand’s champions, so you can better identify influencers. “This can be especially helpful in your public relations outreach efforts, since it does the work for you in identifying the people who can be most helpful in advertising your brand,” according to the Axiom PR team.
Pick Few, But Great Tools
You need to choose the right tools for your remote social media command center. One way to select good tools is to rely on different tools for each performance metric you’re tracking. “There are countless tools on the market that claim to be an all-in-one resource for social media marketing,” says Nicholas Scalice of Social Media Today. “Unfortunately, when several key features get bundled together, important functions get left out or overlooked.”
Nicholas recommends the following tools for specific functions:
- Google Alerts for brand monitoring
- Hootsuite for social engagement
- Buffer for content scheduling
- Woobox for social promotions
- Crowdbooster for social analytics
Get Reliable Equipment (and People to Maintain Them)
Infrastructure is a factor for your remote social media command center, especially if you’re hiring a team that works together in a workspace outside your own office. So it’s important to involve an IT department at every step of the technical implementation and assembly of your remote social media command center.
“For our team, it took 2 weeks to install the hardware. We used ten linked 46” Samsung ultra-slim HD LED screens, plus special software,” William Miller of Javlin narrates his experience in a Social Bakers article. “(But) once you have the technical foundation, the actual assembly is not that hard. Our ten screens help each of our marketers stay on top of everything happening in our social, digital, and CRM database. It has become an invaluable part of our operation here.”
How would you build a remote social media command center? Leave a comment and tell us all about it.
Want to build a remote team? We'd love to help you out. Visit us at BoltonRemote.com and get in touch with us.
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