Getting your Multi-channel Social Media Strategy Right

Maeva Cifuentes

Managing your social media is managing your community. By now we all know that social media management is kind of like a gym membership – it’s not enough to just have a profile. You need to show up, every day, and do the work. The various social media outlets force brands to create a harmonious multi-channel social media strategy.

When you communicate with your audience, no matter in what role you are playing – Customer Service Manager, Community Manager, PR person, Marketing Leader – social media is the channel through which you’ll get the most engagement.

Brands and leaders must connect with their audience and be able to manage their needs. And there’s only one way to do that. By understanding the intimate connection between customer service and every other department in the company.

Fernanda Accorsi, Iberian Market Manager of Orlo, a one-of-a-kind conversation ecosystem, shares her expert secrets on how to manage a brand’s community (even across regions and with growing teams) and stay on top of its reputation.

According to Fernanda, conversation is a cycle that can either start or end in marketing. But she says having social media accounts isn’t enough.

And we agree. You should never stop analysing results and tracking performance in order to stay on top of your campaigns and real-time engagement.

You also need to set a strategic social media content calendar and make sure it gets implemented right. How can a growing brand manage this multifaceted part of their business?

What role does social media play in today’s business? Customer service, marketing, advertising? Who should be in charge of it?

Very good question. Every company has its own structure when we talk about Social Media, especially because some of them use it more often as a Marketing channel, while others use it a Customer Service channel – and you have different positions overseeing Social Media flows.

My role with Orlo is to show companies that there is ultimately ‘only one’ conversation, regardless of how many channels there are. You may have Twitter, your blog, Facebook, or LinkedIn – it doesn’t matter. It’s you, your customers, and whoever’s listening to them. Are you going to be part of the conversation?

Social Media allows brands to engage with their customers. But brands can also take advantage of the public sphere to listen to what their audience is saying in general.

As primary channel for communication, social media must be integrated to the whole business as a part of its strategy. A Social Media Manager is usually the person in charge for social media content and strategy. Today the Social Media Manager needs to be connected to a Digital Customer Service Manager who provides valuable information from the audience.  

What kind of social media metrics should brands track? What different kinds of analytics are there and what do they mean/why do they matter?

There are endless metrics out there to be tracked.

What is your business about? The first question would be “what are your goals with Social Media?”

It really depends what you want to receive back from this comprehensive channel: Brand awareness? Engagement? Sales? Feedback? Retention? Conversion? Customer Satisfaction?

There’s no point in tracking only the number of fans and likes on your page. That doesn’t give you much information.

From a marketing perspective, use social media to measure how your campaigns are performing, and how much from your sales are actually being converted by social media campaigns.

For instance, on Facebook you can track how many people visit your website through your Facebook business page. Then you can use the audience insights to figure out who your audience is.

Using these insights, you can create a Buyer Persona to provide better, more targeted content to your audience, so more will visit your website and purchase your product. Do you see the cycle?

From a Customer Service perspective, the main objective is usually retaining clients and helping them solve their issues efficiently and at a low cost, if possible – track your Contact Center performance, establish real SLAs (Service Level Agreements), measure them and save money by being more efficient and having the correct number of members in your team (read: not more than necessary).

Should brands create social media content calendars far in advance or go with the flow? Are there strategic ways to create and implement a calendar? Does the size of the brand matter?

Creating a quality content calendar is essential. If you have staff that do nothing but create content for you, “going with the flow” might be easier.

But this is not the reality for most companies. I recommend that companies try to plan their content in advance (at least a week) –and to look at the calendar as a whole to be able to adjust as necessary.

You will probably want to review your “next-day” calendar as well, to add or exclude anything, for example. A brand doesn’t only share its own content. Sometimes it shares third-party content to spice things up. Check to see you’ve got something interesting for tomorrow.

Any final points to add?

Social Media is an important channel. You need to be a part of the conversation. Talk, listen and answer. Harness all this human connection around you. If you want to chat about organizing your various channels and getting your digital conversations all in one place, let’s talk – I have solutions for you.


Starting conversations with your audience and surroundings is good for your brand and everyone around you. Be a part of your network. Be known and know others.

Though social media is essential, it’s fundamental to talk to people offline as well.

Getting to know your local community in person is priceless. Come meet Barcelona’s startup community in person on October 17th at MeltinLab Barcelona. Tickets will run out this week. Register now!

Want to learn more about managing the many aspects of social media? Get in touch with Fernanda through LinkedIn.

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