Salesforce Marketing Cloud Social Studio: A Comprehensive Guide.

Social Studio is a tool within the Salesforce Marketing Cloud offering that deals with effective social media marketing solutions. It uses the power of social media to connect your marketing, sales, and support teams with your customers via social channels in order to develop meaningful relationships.

What role does Marketing Cloud Social Studio play in the content marketing process?

In a nutshell, content marketers can use the app to plan, manage, and post social material, engage with customers in communities, test multiple types of content, and determine the best-performing ones by assessing how each performs in the past or in real time.

You can examine what customers and prospects are saying about your company, assess their attitudes, and track where all of the customer interactions are taking place, as well as remark, review, and follow-up on what consumers are posting on their chosen social media sites. They can opt to take immediate action, determine the status of each post, and allocate  post, assign priorities and allot members who can track, and add labels so it becomes easy to search later. 

Also, adding content on various social media channels is a smooth process with integrated partner apps. 

 

 Which social media channels does Social Studio support?

 

Salesforce Social Studio supports all the popular social media channels on the planet. Here’s the list;

• LinkedIn

• Twitter

• Sina Weibo

• YouTube

• Google My Business

• Facebook

• Instagram Business

• Pinterest

 

 

What are the primary components of the Social Studio interface?

 

Marketing Cloud Social Studio's three main sections are as follows:

 

The Workspace Tab — This tab is used to establish and configure workspaces, easily organise teams by brand, location, or business function, and promote collaboration for content development, publication, campaigns, and so on.

 

The Performance Tab — This is where you'll see content performance reports. You can view a recap of the previous week, by social network type, or by all or select post kinds.

 

Page Assist — Used to assist users in navigating Social Studio and providing context-sensitive assistance on what they are doing in real-time.

 

What are the major Social Studio components?

 

The primary components of Social Studio consist of:

 

Publish – Helps you create and publish content, at scale, across channels, and in near real-time.

 

Engage – Allows managers to moderate and join conversations that were started with content created using ‘Publish’. With controls for classification and workflow, ‘Engage’ can manage any scale of social engagement, enabling more complex cases such as customer service, lead generation, etc.

 

Analyze – Enables discussion monitoring from owned social accounts and broader social news and lets you create custom dashboards, to monitor multiple social accounts and topic profiles.

What are the features and benefits of Social Studio?

 

UNIQUE FEATURES/BENEFITS OF MARKETING CLOUD SOCIAL STUDIO

 

1. Be aware of conversations outside your own social accounts with ‘Topic Profiles’.

     

Salesforce Marketing Cloud’s Social Studio provides you with a feature called ‘Topic Profiles’. With the help of which you can be aware of conversations and reach further than your own social accounts. You get notified whenever someone tags you in a conversation or sends you a direct message.

Wondering about all the posts or conversations where your brand is mentioned, but you aren’t tagged or tagged incorrectly? Or conversations happening in and around your industry, that you want to be aware of, to engage with? Topic Profiles is your one-stop solution, which is a social media search tool, where you can define any keyword of your interest. Once set, Social Studio fetches related conversations on social media sites and even other collaterals, like blogs, forums, reviews, and so on!

You can also watch for fresh topics and trends, so your marketing activities are always at par with the social world.

2.  Fine-tune searches with ‘Source Groups’

 

Exclude competitor conversations, in case you do not want to join them or only want to listen in on their efforts. This feature can be achieved by using ‘Source Groups’, which works really well with Topic Profiles, complimenting and fine-tuning searches so you can use them just the way you want. Preferably, to have a special listening ear for your brand advocates, by having a specific source group for them, keeping the engagement levels high. Every source group has a specific source group format.

3. Leverage a Content Management System with ‘Inline Image Editor’ to enhance your content

 

Connect to a content system to insert stock photos, media, trending conversations, or any other approved content while crafting posts and campaigns. And enhance your image content for social channels directly in Social Studio, by using multiple filters and effects, using ‘Inline Image Editor’ or add hashtags for a specific call to action.

4.Multiple actions with the click of a single button with ‘Macros’

 

‘Macros’ enables you to create a button for users, so when they click on it, multiple actions are performed in the background. Say, for example, assigning a post to the running user with the post’s status getting updated as ‘in progress, simultaneously. You can run macros to complete repetitive tasks like influencer identification, possible sales leads, customer service follow-ups, etc. on autopilot.

 

5. Tag and categorize smartly using ‘Labels’

 

Social Studio comes with a simple and flexible tagging system called ‘Labels’, which are of two kinds: Post Label & Author Label.

Post Labels are used to categorize or tag specific posts based on your company’s needs. If a post label is used in unison with a Topic Profile, it can mark any competitor post with a “Competitor” post label and your own company posts as “Own Posts”. While Author Labels provide context for community management teams.

Determine your post’s sentiment, using the ‘Sentiment Model’

 

The sentiment of a single post or the overall sentiment towards your social accounts and the topic profiles you created, can be determined by the ‘Sentiment Model’ with a score out of three options: positive, neutral, or negative.

This unique feature is an out-of-the-box algorithm; however, you can enhance and tweak the model, and also amend the sentiment on a post-by-post basis as and when required.

 

7. Measure your campaign’s performance with detailed, customizable reports

 

Gain relevant feedback across your marketing, service, and sales campaigns, using thorough reports and dashboard templates to evaluate various campaign results.

You can also generate reports based on various parameters, including content performance by social account, workspace, or across all workspaces in the Social Studio organization. You may also create post reports for social accounts or topic profiles and customize the metrics to pull data for a specified date range. The post reports can be set to run on a schedule or for a specified period. You can even have Social Studio deliver your reports on specific dates and times!