Overseas social media marketing: This action needs to run through the whole process

When brands go overseas to do overseas social media operations, they often encounter some situations. For example, some indicators have already shown dangerous signals but they are completely unaware. The improvement of operation quality is slow but they suffer from lack of countermeasures. Where urgent, proper prioritization is missing. When these situations occur, it is likely that you have missed a link in operation management - social account diagnosis.

As an effective management method, diagnosis originated from western business management practices. People in management positions may not be unfamiliar with corporate diagnosis. As early as the early 1980s in China, when people began to bathe in the open spring breeze from a closed state, scientific management methods such as Western classical management were gradually adopted by more and more people. It is understood and applied by the Chinese. Among them, enterprise diagnosis is an important means to maintain a competitive advantage and ensure the achievement of goals .

Today, enterprise diagnosis still occupies an important position in enterprise management, which has its inherent logical rationality. In the management cycle of planning, execution, inspection, and action, if problems cannot be found in time, deviations and useless efforts will easily occur. Therefore, it is an essential step for managers to evaluate and correct through "diagnosis".

A classic becomes a classic because it does not lose its value over time. It has been more than a century since the beginning of the last century when the enterprise diagnosis practice was established and the theoretical system was established. This classic method is not only not outdated, but in today's Internet age, under the blessing of big data technology, it is even more powerful and is playing a role. greater effect and power.

For overseas social media marketing, it is also necessary to review the rationality and achievement of marketing goals, plans and implementations from time to time, and correct deviations and make adjustments. At this time, the "diagnosis" of overseas social accounts has become a social media marketing process. an essential link. Not only that, the action of social account diagnosis needs to run through the whole process of overseas social media marketing.

Although social account diagnosis is very important for overseas social media marketing, it is obviously incompetent to use traditional manual methods. Fortunately, in the Internet age, today's advanced communications, technological progress and innovation, as well as the acquisition of massive data, make the "diagnosis" process faster and easier.

At present, it is not difficult to find platforms that provide social media marketing SaaS services for overseas companies, but there are few that can provide social account diagnosis functions. Marketing Cloud leverages the technical and experience advantages of overseas social media data marketing management, allowing social account diagnosis to be easily implemented in SaaS.

Let's take the car brand Lexus as an example to learn more about the dimensions of operational diagnosis and strategic assistance brought by the social account diagnosis function.

The "Social ID Diagnosis" function of Marketing Cloud is located in the "Report" module, which can be easily found in the left navigation after logging in. After entering the name of the social account, click the "Search" button, select the social account that needs to be diagnosed, and click the "Diagnose for me" button to get the diagnosis result.

The diagnosis report can be divided into three parts: basic information, comprehensive score, and single score. Among them, the single score is composed of indicators such as fan influence, content creation, content interaction, fan mobilization, and first impression. Each score has an industry average score for comparison and reference.

The upper right corner of the report provides a variety of options for the diagnosis cycle such as "yesterday, nearly 7 days, nearly 28 days, last week, and last month". It is recommended to conduct regular diagnosis in a cycle of one week, so as to find problems and deviations in time and solve them as soon as possible. At the same time, monthly diagnostics can be used as an aid to operations management.

Overall rating

The comprehensive score serves as an outline, and the radar chart makes the comprehensive performance of the social account clear at a glance. By comparing with the average score of the industry, operators can understand the average level of the industry and the position of the operation level of the homepage in the industry.

The comprehensive evaluation section on the right provides a concise and direct evaluation of the overall operational performance. Items that require the operator's attention are displayed in striking red. In this regard, it is recommended that the operator give priority to solving this problem.

Fan influence

The influence of fans is determined by the number of fans on the homepage, and the score reflects the magnitude of the fans. The more fans a social account gets, the more fans the content it publishes may reach, and the better the marketing and promotion effects will be.

The top 3 new fans in the industry every day provide the best fans in their industry. Brands can use them as benchmark samples. Even if they cannot catch up in a short period of time, they can make their goals clearer and faster.

Content Creation

Content creativity reflects the number of posts. Social accounts should determine an appropriate posting volume and posting rhythm based on growth needs, industry levels, and their own circumstances. This part also gives the results of social media data research, and found that at least one post is guaranteed to be published every day, and posts with an average post character between 40-100 are more likely to be interacted by fans.

The display of excellent posts in the industry also played an exemplary role. We saw that all 3 posts were judged as paid promotion posts (this is the result of algorithm calculation, for reference only). At present, many excellent domestic auto brands are going to overseas markets. FAW, Dongfeng, JAC, MG and other social media operations also have their own characteristics. Learning from better global brands is a shortcut to rapid improvement.

content interaction

The interaction volume of a post actually comprehensively reflects various factors such as the quality of the content of the post, the number of audiences it reaches, whether the post is promoted and the effect of promotion. According to the tips, posts posted on social accounts should maintain a good frequency, too much or too little will affect interaction. In addition, it is necessary to avoid too single type of post, publish various types of posts as much as possible, and balance the display weight of posts in the information flow.

Fans mobilize power

Fan mobilization is also an indicator related to the number of post interactions. The difference from the content interaction index above is that the rating of fan mobilization is based on the interaction of thousands of fans (the average number of post interactions per 1,000 fans on a specified date, That is, the number of post interactions in the selected date range/the number of fans in the selected date range*1000), which excludes the influence of the number of fans on the homepage on the interaction volume of posts, and mainly measures the number of posts published by the operator. The quality of the content of the post, the higher the quality of the post, the higher the motivation of fans.

first impression

According to our daily observations, the integrity of the social account profile is an issue that is easily overlooked by many brands. It is believed that the more basic information a social account has in its profile, the better the first impression of users who see the page. Therefore, the first impression is used as one of the items of social account diagnosis to reflect the completeness of its basic profile.

The first impression index involves the basic information of social accounts, supplementary information of social accounts, and the interactivity of social accounts, etc. An introduction and specific suggestions are given for each item.

Currently, the social account diagnosis function is limited to Facebook accounts. It is recommended that overseas brands conduct a social account diagnosis on their Facebook account once a week, and according to the diagnosis results, they can adjust, revise and optimize their operation strategies in a timely manner, so that the social account can play a greater role on Facebook.

All the data in this article comes from public data, and the data acquisition and analysis tools come from Marketing Cloud, a global social media data marketing management platform. If you are interested in the "Social ID Diagnosis" and more analysis functions of Marketing Cloud mentioned in the article, please leave your contact information, and we will arrange professional overseas social media marketing experts to get in touch with you.