Tech Data
Social Media Management
The Challenges
To manage the Tech Data social media presence in the UK. With a particular focus on Twitter and LinkedIn, ensuring a steady stream of posts that are relevant and engaging.
- To support the set-up of a UK LinkedIn Showcase page to provide a local LinkedIn presence.
- To rapidly respond to any positive interactions or escalate and support Tech Data’s responses to any negative comments.
- To ensure that the posts created promote news stories on the Tech Data UK website. In addition to relevant vendor news and thought leadership posts.
- To carry out testing to establish the most effective time to post to improve campaign effectiveness.
- To provide detailed analytics supported by recommendations for improvement.
The Solution
To provide this service on behalf of Tech Data it was key that we were clear on the business messages, tone of voice and core values.
Before we started we had a thorough briefing session. This ensured both parties were in tune with the escalation process, should any interactions occur that needed addressing quickly.
A content calendar is then created to plan out content around news and key events. Leaving room to be flexible, to slot in additional or breaking stories as required. Posts are written and tailored to the social media channels.
We use a combined approach to analytics to monitor far more than just the number of followers or retweets. This enables us to track the effectiveness of driving visitors to the website from posts made through social channels. As well as testing different approaches to timings and content delivery to maximise results.
The Result
Since taking over the management of Tech Data’s social media channels in the UK there has been a healthy increase in both followers and engagement but perhaps most importantly in visitors to the Tech Data website.
Additionally, the time on site of visitors who have come via social media is substantially longer than those coming to the site via other means.
