We have installed the new product Episerver Social Reach on our website www.Episerver.com. In this blog, I wanted to share how we work with the product.
As we are frequently using the social media channels Twitter, Facebook and LinkedIn to communicate and to drive traffic to our site, the new product makes that a whole lot more efficient for us. (As CMS Wire put it - More social, less work) We tested the solution on our site prior to public launch, so by the time of the launch, we could use the product immediately to launch the product. The release went public on March 22nd.
On the day of the launch, we published a pressrelease that I wanted to seed in social media and use to drive traffic to our site. Below are the three steps that I went through in Social Reach to publish the content in social media:
The first thing I needed to do was to define the social media channels that I wanted to publish the information to. For this content, it was relevant to publish information to Twitter, Facebook and LinkedIn, so those were the channels I created. When you create the channels it is a good idea to think through what profiles to use. For Twitter we have corporate profiles that we are using, but for Facebook and LinkedIn we have personal accounts that are administrators for our channels.
When the channels are created and connected you can start to publish messages to one or all channels directly from the editor interface of Episerver CMS.
I defined a name for the message, a target link which was a page on the website. Here I also have the option of including an image. To be able to track the traffic and the conversions in Google Analytics, I also defined a campaign name to make it easy to see the results of the campaign.
The message is important. I defined a sentence from the press release that I thought would give a good insight into what the press release is about and to keep it short but interesting enough to catch the reader and drive traffic to the site. As Twitter, Facebook and LinkedIn have different ways of showing the information, and in our case sligthly different target audiences (existing customers, partners and prospects), I also created custom message for each channel to make the content more relevant.
The easy way of having one interface for publishing to all our social channels is of course a great benefit for a marketer, but even better I found the overview which gave me more or less real time statistics on how many who have read, liked and pushed the message in the different channels - all in one place! That makes it easy to see which channel is working best and the level of engagement from the target audiences, which we can learn and optimize over time.
Overall, I find it exteremly easy to work with the product and it saves me time. It allows me to push out messages to all of my company's social channels at the same time, whilst giving me the choice to personalize messages in each channel to make it more relevant for the different audiences. It saved me time from doing it all separately in each platform and the best part is the ability to show all analytics in one place. Don't take my word for it and check out the product yourself here or contact your partner so that they can help you install it