Data-Driven Marketing

Social Media Insights from HootSuite CEO, Ryan Holmes

Up your social media game! Learn directly from the person who redefined the face of social media management.

Social media has become an important ingredient in just about every company’s marketing mix. With its direct link to prospects, customers and partners, social media has opened the floodgates of communication, offering your business new marketing and customer engagement opportunities unimaginable in years past.

It’s with this backdrop that StartupNation interviewed Ryan Holmes, CEO of HootSuite, for his thoughts, insights and advice on social media. With more than 5 million users, HootSuite is a leading social media management platform. HootSuite helps teams engage with audiences and analyze campaigns across multiple social networks like Twitter, Facebook, LinkedIn and Google+ Pages from one secure web-based dashboard. According to Brandwatch, a global social media monitoring firm, after Twitter’s own interface, HootSuite is the most popular tool for businesses managing their social media.

Through HootSuite, Holmes has redefined the face of social media. A serial entrepreneur, he started a paintball company and pizza restaurant before founding Invoke Media, the company that developed HootSuite in 2009. Today, Holmes is an authority on the social business revolution, quoted in The New York Times and Wall Street Journal and called upon to speak at TEDx and SXSW Interactive Conferences. An angel investor and advisor, he mentors startups in Canada and around the world.

The following is StartupNation’s interview with Holmes:

What’s the most ingenious social media campaign that you’ve ever come across?

Holmes: I was impressed when I saw the Coca-Cola Superbowl XLVI social media campaign this year. Our team even ranked them the #1 social media engagement brand of the Superbowl in an infographic we released. Social media engagement has become an integral part of today’s successful brand marketing strategies.

During the game, Coke’s signature polar bears, already a fantastic brand tool, were presented watching the game with fans on Facebook in real-time, including a series of gestures and movements that followed the on-field action. The hashtag #gamedaypolarbears was used on Twitter to direct users to the campaign. This multi-channel social engagement with fans was reinforced by commercials that supported the idea of building a relationship with the bears and watching the game with them. By branding this way, Coca-Cola’s fans minds were taken off the fact that they were actually being sold a product during this engagement.

Social media can be overwhelming for many small businesses. What tips do you have for the small business owner to be effective in their social media marketing efforts while keeping on top of it all?

Holmes: No one can be online all day, which is why being able to schedule tweets is such an advantage for small businesses. Owners or social media managers can plan a full day’s worth of social messages the night or morning before, use HootSuite AutoSchedule feature, and check in at will if they have updates or announcements to make throughout the day.

Auto-scheduling also allows these businesses to tweet or post during the optimal time of day and really think each post through. Timing is crucial when amplifying social messages. A restaurant, for example, may benefit from tweeting daily specials at lunch time.

And social messaging should be tailored to each audience. Twitter users love the short, catchy posts with relevant hashtags while Facebook users will spend a little bit more time on a more detailed post. HootSuite allows these businesses to track their messaging in order to determine what type of message and time of day work best for them.

A need for more efficient time management when dealing with social media is what drove me to create HootSuite in the first place. Having all of your social assets on one dashboard allows you to cross post and generally save those valuable minutes and seconds that you would have spent signing in and out of accounts, and use that time to run the other facets of your business.

If you had a magic wand, what would you change about social media today?

Holmes: If I had a magic wand I would effectively replace email with a better internal communication tool within businesses. With developments in social media and internal communication over the last few years, social has truly transformed how we communicate, share information and collaborate on ideas and projects. At HootSuite we recently launched HootSuite Conversations, which is an internal chat tool that you can use to discuss things with your entire staff or smaller teams.

Follow Ryan Holmes on Twitter: @invoker

Previous Article

Is Your IP Safe?

Next Article

How to shop and save money during the holidays

Related Posts
Read More

WJR Business Beat: Which State Is Most Obsessed With Social Media? (Episode 414)

In today's Business Beat, Jeff Sloan offers details of a Hennessy Digital study on America's obsession with social media. Tune in below to find out the top 3 most obsessed states:   Tune in to News/Talk 760 AM WJR weekday mornings at 7:11 a.m. for the WJR Business Beat. Listeners outside of the Detroit area...
sales team strategy
Read More

The Best Investments to Improve Your Sales Team Strategy

Creating and maintaining a thriving business depends on the success of sales performance. Essentially, the effectiveness of your sales team at generating revenue is directly related to the success of your business. Keeping your sales team motivated and helping them maximize their performance can be challenging, but with the right tools and investments, you can...
Read More

Small Businesses That Own Their MarTech Can Edge Out the Competition

Adjustments to data protection regulations and Big Tech's revamping of how applications and third-party brokers acquire data sets have upended the world of user data management and remarketing. Big Tech, GDPR, privacy browsers and different privacy compliance standards are removing the user data of billions of users from the control of third-party marketing providers that...
brand awareness
Read More

5 Ways Technology Can Improve Brand Awareness

Brand awareness is more important than ever. Without it, customers can’t differentiate between your business and the competition. As a result, whether they shop in-store or online, they may not remember your company after a purchase, even if they like the products you sell. Brand awareness is especially important for startups, which need to quickly...