Click to Print

How to Master the Social-Media Beast

Posted by Laura Lorber | December 15, 2010

For the past three weeks, we've been experimenting with dozens of social media ideas for Big Papa's BBQ in Denver. This "test and see" approach has led us to a comfortable spot. We're now able to zero in on the concepts that get talked about, passed around and acted upon most often - ensuring maximum return on our time investment.

With any social-media effort, it's important to reach a point where your action and reaction are regimented and in balance with one another. This way, you can plan social media as part of your day. We believe this balance occurs when 75% of your time is spent sending out messages and 25% of your time is spent engaging in actual conversation around them. It can change by day, but this is a good average.

Below is a day in the life of social media for Big Papa's BBQ, three weeks into the campaign. With the experimentation phase out of the way, we're beginning to hand over bits and pieces from our agency, LeeReedy/Xylem Digital, to the business owners.


Set Up for the Day: 8 to 8:45 a.m.

Start the Conversation: 10:30 to 11:45 a.m.

Continue the Conversation and Research: 6 to 7 p.m.

With everything we're doing, we try to respond to people within 24 hours. There's nothing wrong with automating some messaging, but be sure to avoid an automated social-media strategy. People can quickly assess if there's a bot or a human on the other end of the line. Make sure it feels like a human.

Progress Tracker Start Week 3
Online Media Mentions: 0 3
Twitter Mentions: 0 29
Facebook Daily Post Views: 0 4,983
Twitter Followers: 0 217
Facebook Likes: 210 428
Email Subscribers: 597 978
Email Click Through Rate: 0 14% (4x higher than industry average)
Email Open Rate: 0 35% (9% higher than industry average)