How Peter Bohjalian Manages Social Media
25th July 2017
Social Media specialist, Peter Bohajalian, gives us the inside scoop on his social media management experience - in particular the content creation side of the biz. Keep scrolling for some real insider-advice and tips.
I work for a company called Novitex Enterprise Solutions, a leader in the document outsourcing industry, as the Social Media Specialist within a small but mighty marketing team.
In terms of my own history, I am originally from a small town in Connecticut called Wilton, and went to college at the University of Vermont. After graduating, I was lucky enough to land a position at a local tech company as an SEO Copywriter. Whilst working there, I was involved in the launch of a social media programme, which allowed me to gain exposure to this specific form of marketing.
I handle a lot of our content creation and subsequent social media promotion in an end-to-end sort of fashion. I work with my manager to ideate content, either in the form of an assignment from our VP, a request from the sales team, or in support of a current campaign.
From this point we create whatever is needed, whether this be a blog post, case study, whitepaper, trends report, etc. If some design work is needed, we’ll pull in our excellent designer to collaborate. In terms of making our content stand out, I think the strength of the writing and the design are key. A well-written blurb on LinkedIn or Twitter will earn you a click and, if your content delivers high-quality and valuable information, you’ll be able to help your prospects in exactly the way you intended as well as begin a conversation. In order to create high quality content, you’ve got to thoroughly research your subject, as well as converse with industry experts.
While there is a good amount of variation, I do also have somewhat of a routine that I’ve developed over time. I spend much of my Monday with the legal department, vetting the content that I want to push out for the week. Once complete, I continue by building the blogs and scheduling social media and content posts for the week. I then get started on creating the content for the following week, or handling any content-related tasks that have come in such as the weekly blogs, a case study, or something longer such as a trends report or whitepaper. I’ll spend the majority of Tuesday and much of Wednesday on these tasks before creating my content calendar for the following week, consisting of two posts per weekday across all major channels, and one on the weekend. I’ll make use of our website content and other industry websites to create this calendar.
Towards the end of Wednesday or Thursday morning revisions will begin to roll in, which I will handle alongside anything else that has popped up on Thursday. I end my week by wrapping up any loose ends as best as I can and set myself up for the next one.
What was your favourite social media campaign that you’ve worked on to date, and what did you like about it?
As part of a healthcare-focused campaign, I managed to create a number of partnerships with other companies in the industry and initiated a number of Twitter Chats. Until I entered the B2B social media space, I hadn’t really seen too much value in doing this. However, once I started participating and making these connections, I really witnessed the value in this method with literally millions of impressions generated. This also served to create great conversation around our products and services with the exact stakeholders we were trying to reach.
I actually like how social media marketing has evolved over the past few years. I’ve been doing this professionally for close to five years now, and I’ve been really impressed by how it’s grown but still managed to become more personal. I know that some people don’t care for the faux-connections brands often present but, as someone who’s doing the typing behind the scenes, it’s often more genuine than a corporate Twitter or Facebook handle comes across. As someone within the B2B space, I personally couldn’t imagine doing the same things as the Wendy’s Twitter account does, for example, but that’s not to say I’m not impressed by it.
In your opinion, what are the most important things to consider when planning a social media campaign?
I believe that close coordination with the other people in your team is crucial. Any topic being pushed on social should be closely coordinated with website content, especially recent content, as well as current email campaigns, and any PPC or retargeting campaigns that are happening at the time. When prospects see a cohesive message across social, their inbox and their website, that’s when I think messaging is at its most powerful and effective, which comes from a very well planned multi channel content and scheduling calendar.
I’m really excited by influencer and partnership marketing, especially as applied to social media. Teaming up with other companies for collaborative Twitter Chats has been hugely effective for us, and I am excited to see what’s happening in this area in general. Even in the B2B space, pairing up with well-respected partners is a really effective and mutually beneficial way to grow an audience and increase reach.
For me, the most important metric for measuring social performance is the click through rate. When examining just social (not your content marketing efforts as a whole) getting relevant prospects back to your website is the best thing you can be doing. Therefore, the number of clicks to your site are the most valuable metric of all. Of course, you also want to make sure that people are interacting with your content, so pay attention to what types of content create the most engagement in terms of comments, shares, and likes, and then use this information to guide your future efforts in the right direction.
Don’t be afraid to get started! While I truly believe that a solid and strategic social media presence can help the goals of any business, regardless of its size or industry, what’s really going to stop those burgeoning efforts is the fear of doing something wrong. The truth is, even if you do make a silly mistake when you’re first starting out, your initial audience will be so small that it won’t matter. Two or three years down the line when you’re doing pretty well with your social media efforts, you’ll wish you had gotten started sooner.
You heard the man, you’ll wish you had gotten started sooner; if you ask us, there’s no time like the present. With the wisdom of Peter Bohajalian now an attractive feather in your cap, you’re all set to get started on what could be the best thing that ever happened to your business and get started on mapping out your content and social media posts into a content calendar. We’d love to thank Peter Bohajalian for taking the time to tell us all about his experience.
Feeling inspired? Go on, admit it. Tell us which part of Peter Bohajalain’s words resonate with you the most using the Twitter handle ContentCal_io
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