Monitored and moderated

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Copy mediaCopy Media is the last part of a content and that is the textual part that completes the Media. It can be a simple claim superimposed on a graphic, the girths of a video or the narrator of a movie.

It is part of the content editor’s duties and serves to reinforce the communicative message without being a repetition of the copy. Sometimes it is a summary of the latter, with the aim of making it immediately usable by the user;

other times it is complementary or has an alternative purpose: eg. provide detailed information, as in the case of an infographic.Content publishingAfter this preliminary phase we are ready to publish our contents online. We just have to use the Social Media publishing tools we have chosen.

Alternatively, and as a support, there are publishing tools external to social networks able to centralize posting management, allowing (for example) to program and publish the same content on multiple social networks. Among these, some of the best known are certainly Buffer, Social Sprout, Hootsuite and of course the HubSpot marketing module.

The latter is one of the most used applications in our agency.Social publication of contentEach platform has different publishing tools, and some features that make them unique: eg. ability to customize publication settings.

When the content is finished, the work for putting it online is not yet finished and there are many questions to answer: which hashtag should I choose? Who should I tag? Do I put the geotag or better not? And then the best publication time? But do I take the post as History? Do I publish it in Italian, in English or in both languages?Community management and sentiment monitoring

We are online! Very well, but it is not over, indeed, we could say that it has just begun. Yes, because strategic choices, content creation and planning were all choices and actions within the company.

Once published, the ball goes to users who can decide if your content is “good or bad”, if it works, if it doesn’t work, if it is valuable or, perhaps, offensive content. In general, whether or not it is relevant to their interests and needs.

This is where the Community Manager comes into play, a figure who has the skills to monitor user interactions with corporate Social Media and potentially take actions on behalf of the company.Creating a moderation policy is essential to make the agency as independent and effective as possible in managing comments of any kind, positive or negative.

Moderate comments, answer questions from the community, assist customers (especially B2C) who contact the company for pre and post sales issues. A very delicate and highly time consuming activity, but essential for having immediate feedback on how the use of Social Media is impacting the brand and the company.

Once published, the content passes into the hands of users who can thus find an alternative interaction tool (with respect to direct channels) with the company. These interactions cannot be “controlled” but must be , especially since they take place on a public channel, visible to any user.

There are several online tools for monitoring comments (Hootsuite is one of those we use in the agency) that allow you to follow conversations inside and outside the company channels, allowing community managers to intervene promptly, independently or after discussion. with the customer.

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