Miruna’s been in marketing since 2015, and for the last 3 years has been in charge of Marketing at Planable – a platform that simplifies running social media campaigns. In that time she’s talked with hundreds of social media teams learning about how they manage their resources to produce excellent campaigns.
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About Miruna
Miruna’s first job was working for a large corporation under a huge social media team. Half the people on their team worked on the organic side of things, and it was during this time that she learned the nitty gritty as well as unglamorous side of doing organic social media.
Moving to her current company Planable, a startup that helps social media teams streamline their processes and workflows, has made Miruna realize that running organic social media need not be complicated and can actually be easy for everybody involved.
When does social media become complicated?
Approval processes tend to be complex and done in an inefficient manner when they shouldn’t be.
Campaigns end up not getting implemented because approvals are not given in time, or they become irrelevant by the time they’re signed off.
The initial building blocks
It’s important to give your team the ease of creating awesome content if they have random ideas that can potentially be viral or even just sending a timely reply to a customer.
In order to do this, they need to understand your brand and get your messaging right first for them to be able to run a campaign smoothly.
Bulletproofing your campaigns
Miruna says that to bulletproof your campaigns, there should be quality and they should be done from the right angle or perspective.
When you have these 2 things, decide where you will host your campaigns and how they should look like. Make sure, too that the technology you use will be easy for everyone that’s involved.
Making the most out of technology
When it comes to sign offs and scheduling posts, take advantage of the right technology and platform for you and your team.
Analyze the manual processes your campaigns go through, how much time they take to do, and what kind of risk impact they have.
Also consider the people who are involved in the approval process and the ease with which they can review the campaigns and sign off on them.
Streamlining the workflow and getting your whole team aligned and apprised on their respective tasks will give you a more efficient and effective social media process.
Insider Tips
If we’ve inspired someone to take their first step with organic social media – what do they need to know to give themselves the best chance of success?
Miruna says build for scale from day one.
Ensure that your systems are in place and your workflows will enable you to scale your social media campaigns.
Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve organic social media performance?
Audit your team, workflows, and systems every 3 months.
Go back to your team members and find out what’s working and what’s not, what’s taking too much time to accomplish, or if there are new approaches the team can take in doing their tasks.
If someone listening wants to learn more about organic social media is there one cheap/free resource you’d recommend?
Miruna recommends Planable’s book, The Manifesto on Content Marketing Teams that talks about building it with the right criteria.
Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in organic social media?
Content is changing and audiences are looking for more authenticity, and that covers brand content as well.
The key is finding balance between what’s safe and already working and something that will bring in the audience that’s not too crazy.
Interview Links
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Klaviyo is a leading customer data and marketing automation platform dedicated to accelerating revenue and customer connection for online businesses. Klaviyo makes it easy to store, access, analyze and use transactional and behavioral data to power highly-targeted customer and prospect communications. The company’s hybrid customer-data and marketing-platform model allows companies to grow by fostering direct relationships with customers, without giving up their valuable data to popular big-tech ad platforms. Over 80,000 innovative companies like Unilever, Custom Ink, Living Proof and Huckberry sell more with Klaviyo. Learn more at www.klaviyo.com.