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Twitter Chat: Protecting Your Business From Social Media Platform Changes - Transcript & Summary

Twitter Chat: Protecting Your Business From Social Media Platform Changes - Transcript & Summary featured image

Thanks to all who participated in the ManageFlitter #SocialROI Twitter Chat on Tuesday, 13th February 2018.

Madalyn Sklar hosted a Twitter Chat with Dustin Stout around the topic of “Protecting Your Business From Social Media Platform Changes”.

Details of our next Twitter Chat:

Topic: TBA
Guest: Rachel Miller – Influencer Marketing Manager at TopRank Marketing
Date & Time: Tuesday, 20th February 2018, 5.00pm EST
Channel: #SocialROI Chat

Click here for more information about our Twitter Chats.

Below is a curated version of the Twitter Chat with Dustin Stout.

From the MF Design Lead Question:

  1. How does ManageFlitter grow and nurture its audience outside of social media?

Guest Questions:

  1. Why is it prudent not to rely exclusively on Social Media to grow your audience?
  2. If a Social Media platform shuts down how can users of this platform reinvent themselves?
  3. How can business owners protect themselves from Social Media platform changes?
  4. Setting up a website can be daunting. What are some common misconceptions that delay marketers from setting up their own ‘digital headquarters’?
  5. How much does it cost to build and maintain a website? How can marketers keep costs down without compromising on quality?
  6. What is simplest way to set up an email list?
  7. How do lead magnets and email lists work together? Any tips for setting them up?

From the MF Design Lead Questions:

Q for @KateFrappell: How does ManageFlitter grow and nurture its audience outside of social media? #SocialROI pic.twitter.com/zokfOxrJbN
— ManageFlitter (@ManageFlitter) February 13, 2018

MF Design Lead Answers

A1) We include options to subscribe to email lists on both the ManageFlitter website and blog. #SocialROI
— Kate Frappell (@katefrappell) February 13, 2018

A2) Offline, we have held meet-ups, workshops and exhibited at conferences. #SocialROI
— Kate Frappell (@katefrappell) February 13, 2018

A3) In future, we could better utilise these email addresses to send regular newsletters and updates.
We could also use our own product to regularly export a list of our Twitter followers to a CSV file. #SocialROI
— Kate Frappell (@katefrappell) February 13, 2018

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Guest Questions:

Q1: Why is it prudent not to rely exclusively on Social Media to grow your audience? #SocialROI pic.twitter.com/OqkdiNQ7Md
— ManageFlitter (@ManageFlitter) February 13, 2018

Guest Answers

A1: We’ve seen over the last few years that Social Networks can change things at the drop of a hat—or worse, just get shut down—leaving you without access to your audience. For this reason, you NEED a way to OWN your audience. #SocialROI
— Dustin W. Stout (@DustinWStout) February 13, 2018

A1b: Case and point—I know a Viner that was getting 5-figures per sponsored post, and now Vine is gone, and so is his audience. (I wrote more about it here: https://t.co/IcCGm5tKzR) #SocialROI
— Dustin W. Stout (@DustinWStout) February 13, 2018

Other Answers

A1. Social Media is just an extension of what happens in the real world. You need to have a mastery of both your on and offline presence to maximize relationships, sales, delivery, etc. #SocialROI https://t.co/XVoOOQeghZ
— Ben Sailors (@SailorsBen) February 13, 2018

A1. Social media = rented space. Platforms come + go, so having a hub for your brand and community (website and blog) is critical. We can’t control what changes FB / Twitter / IG / and others do. We have to have extensions, but have to protect and own our hub. #SocialROI https://t.co/bs0ykhalEe
— Karen Freberg, Ph.D., Social Media Professor (@kfreberg) February 13, 2018

Q1b. We also have to be protective of our time on AND offline. We can’t be online percent of the time. Otherwise, what will we be know for? Just being online. Having a balance is crucial. #SocialROI https://t.co/bs0ykhalEe
— Karen Freberg, Ph.D., Social Media Professor (@kfreberg) February 13, 2018

A1. Social media and social networks fluctuate according to market and demand. Word of mouth and referrals are the strongest method of reaching customers and are not as readily affected by the fluidity of social networks. #SocialRoi
— Dr. Dorrie Cooper (@sittingpretty61) February 13, 2018

A1: You don’t own any of the social media platforms you build your audience on. If they shut down one day, you’d be out of luck.
While social media is beneficial, you should really direct your focus to building an email list. #SocialROI
— Express Writers (@ExpWriters) February 13, 2018

A1: Rules and algorithms change on social platforms without the business owner’s consent. Building your audience on platforms where you maintain the highest level of control is always recommended. #SocialROI
— Shadeed Q. Eleazer (@mrshadeed) February 13, 2018

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Q2: If a Social Media platform shuts down how can users of this platform reinvent themselves? #SocialROI pic.twitter.com/6CGStNakUA
— ManageFlitter (@ManageFlitter) February 13, 2018

Guest Answers

A2: Always remember what it was that grew your audience in the beginning. It was probably nothing magical. As long as you lead with offering your audience value, in a way they can relate to, you can build an audience on any platform. #SocialROI
— Dustin W. Stout (@DustinWStout) February 13, 2018

Other Answers

A2. They need to foster relationships and allow a place for their community to move and follow you next. Engaging and cultivating a network can adapt and move – you just have to let people know where to go. See what’s happened to Snap and Vine! #SocialROI https://t.co/xcrkVOkLrz
— Karen Freberg, Ph.D., Social Media Professor (@kfreberg) February 13, 2018

A2. Personally, I think the best solution to this is preventative. Be multiple places. Diversify. If you really find yourself shutdown on one media outlet, try to salvage your content. Keep backups, repurpose it towards the new platform. #SocialROI https://t.co/6tJ3LWEDxg
— Ben Sailors (@SailorsBen) February 13, 2018

A2: Don’t wait for it to happen. Start directing those people to your website and your email list now.
You don’t want to just be known for your presence on social media. You need something more sustainable. #SocialROI
— Express Writers (@ExpWriters) February 13, 2018

A2.) Leverage your presence establish on other channels to drive awareness to a relaunch. I personally utilize video as much as possible to drive awareness on a new channel. #SocialROI
— Shadeed Q. Eleazer (@mrshadeed) February 13, 2018

A2) Firstly, I think you’d need to identify what features of that platform were make-or-break to your business.
Then collect their emails, do your research & find a similar tool that your audience will also enjoy.
Lastly, encourage them to join you. #SocialROI
— Kate Frappell (@katefrappell) February 13, 2018

A2: If you were using Myspace for your business like I was, it was a wake up call that you need to collect email addresses from your fans. Email = GOLD. #SocialROI
— Madalyn Sklar #SMMW18 Speaker (@MadalynSklar) February 13, 2018

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Q3: How can business owners protect themselves from Social Media platform changes? #SocialROI pic.twitter.com/IeywfDXc81
— ManageFlitter (@ManageFlitter) February 13, 2018

Guest Answers

Q3: 1) Own your audience by way of a website and an email list. 2) Focus on overall strategy, not just one-off tactics—they will only take you so far. 3) Remember that people need to see you offering value without a catch in order to trust you. #SocialROI
— Dustin W. Stout (@DustinWStout) February 13, 2018

Other Answers

A3 make sure you have a detailed client list. It should be more than just an email, it must include there handles. People switch jobs and their emails could change #socialroi https://t.co/OIvscrYPNs
— Jade Alberts Consulting (@Jade_A_Consult) February 13, 2018

A3 If business owners do not have the time to keep up with constant changes and trends, it’s a good idea to consult with a professional. Protection from being caught unaware. #SocialROI
— Lucille Fisher (@sageandsavvy) February 13, 2018

A3:) A solid content re-purposing strategy which includes call-to-action to email list and driving traffic to website or blog enables:
1.) Content to be delivered across multiple channels
2.) Email list growth #SocialROI
— Shadeed Q. Eleazer (@mrshadeed) February 13, 2018

A3 a robust content strategy will include higher level themes and storytelling, but the content itself should be fairly channel agnostic – with channel-specific edits or signposts coming later. Good comms aren’t married to one channel or distribution method.#SocialROI
— comfortwriter (@ComfortWriter) February 13, 2018

A3) How to protect your business from social media changes:
Create a hub that is YOURS.
i.e: Website.
Create a database that is YOURS.
i.e.: Email List
Identify what makes you successful on a certain platform and construct a back-up plan. #SocialROI
— Kate Frappell (@katefrappell) February 13, 2018

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Q4: Setting up a website can be daunting. What are some common misconceptions that delay marketers from setting up their own ‘digital headquarters’? #SocialROI pic.twitter.com/TApIjJL7FX
— ManageFlitter (@ManageFlitter) February 13, 2018

Guest Answers

Q4: Some of the most common misconceptions I see are a) “It’s too expensive.” b) “It’s going to take too much time.” c) “I don’t know how to design or write code.” d) “I don’t need a website.” <— that one makes me furious, because it’s so wrong. #SocialROI
— Dustin W. Stout (@DustinWStout) February 13, 2018

Other Answers

A4: Too many people stress about making their websites “perfect.” While it’s important to give off a good first impression, you can’t let perfectionism hold you back from launching. #SocialROI
— Express Writers (@ExpWriters) February 13, 2018

A4: Not understanding the tech. You don’t have to spin your wheels learning WordPress. Hire someone or use a simple template, drag & drop platform such as @squarespace or @Wix. #SocialROI
— Madalyn Sklar #SMMW18 Speaker (@MadalynSklar) February 13, 2018

A4) The wrong belief that small businesses do not need websites any more… That Facebook is all they need, and that websites no longer work – all WRONG beliefs… #SocialROI https://t.co/x4ejpXCrDg
— Gary Ennis (@nsdesign) February 13, 2018

A4) I’ve found that people get very confused with the terminology.
Domains, Hosting, Templates, Backend, Front End, CMS, Mobile Responsive, SEO Optimisation…
It’s a lot to process, but not as difficult as it sounds#SocialROI
— Kate Frappell (@katefrappell) February 13, 2018

A4. Another common misconception is that you’re stuck with the site you built. Web pages can be changed. You can adapt. You should adapt. Keep in mind how you might want to improve or evolve your site. #SocialROI https://t.co/8rzWM8hZjm
— Ben Sailors (@SailorsBen) February 13, 2018

A4 there are a lot of misconceptions about running a website. Mostly around complexity and cost – you can start simple, with free or cheap hosting and move it to something more expensive and robust as it proves its ROI. A website evolves, and moves, with your needs.#SocialROI
— comfortwriter (@ComfortWriter) February 13, 2018

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Q5: How much does it cost to build and maintain a website? How can marketers keep costs down without compromising on quality? #SocialROI pic.twitter.com/z0afQtcc1c
— ManageFlitter (@ManageFlitter) February 13, 2018

Guest Answers

Q5: As with most things, the answer is, “it depends.” Anyone with zero experience can get a self-hosted website up and running in 20min for about $20 (domain + hosting) and a free WordPress theme. There are countless walkthroughs that show you exactly what to do. #SocialROI 1/
— Dustin W. Stout (@DustinWStout) February 13, 2018

Q5: …now, maintaining a website will cost you whatever your monthly hosting fee, and whatever time it takes you to update plugins and add web pages/content to the site. That part is up to the owner. But it’s probably your most valuable marketing asset. #SocialROI 2/
— Dustin W. Stout (@DustinWStout) February 13, 2018

Q5: …Keep your costs down by taking things one step at a time. Work on a solid foundation: 1) Homepage, 2) About page, 3) Product/Service pages, 4) Email subscribe page (or placements throughout the site), 5) Contact page, 6) Payment gateway integration. #SocialROI 3/
— Dustin W. Stout (@DustinWStout) February 13, 2018

Q5: …And lastly, find tutorials, walkthroughs, videos, and conferences where you can learn what you need to learn in bite-sized chunks. Trying to take it all on at once will be overwhelming and ineffective. #SocialROI 4/4
— Dustin W. Stout (@DustinWStout) February 13, 2018

Other Answers

A5 How much time a website takes to build and maintain depends on your goals – start small, with consistent-but-infrequent posting, scale up. Keep costs down by using free or cheap hosting if it’s not a mission critical website. Invest in a good digital team for ROI. #SocialROI
— comfortwriter (@ComfortWriter) February 13, 2018

A5. Not much!! Lots of free tools and resources here to get you started! @canva and @AdobeSpark are two great tools to help w/ branding! #socialROI https://t.co/oYmjyDlcBr
— Karen Freberg, Ph.D., Social Media Professor (@kfreberg) February 13, 2018

A5) As the saying goes.. “How long is a piece of string…” – It can be free, a few $$$, or megabucks! So many choices when it comes to your web presence that you can fit to any budget. #SquareSpace #weebly and #Wordpress all great starting points at minimal cost. #SocialROI
— Gary Ennis (@nsdesign) February 13, 2018

A5c: The best way not to compromise on quality is to use a user-friendly site, especially if you aren’t much of a coder. The templates are available for customization and then you can focus on having clear, updated info throughout instead That’s what matters. #SocialROI https://t.co/jtxu2s6dBA
— Bria Charlei Baylor (@Impact_Write) February 13, 2018

A5) Realistically the biggest cost is the amount of time you spend optimising and testing your site.
To keep costs down long-term, purchase a versatile template. This will give you the freedom to redesign and customise your branding without buying new templates. #SocialROI
— Kate Frappell (@katefrappell) February 13, 2018

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Q6: What is simplest way to set up an email list? #SocialROI pic.twitter.com/RTjm4AQBQF
— ManageFlitter (@ManageFlitter) February 13, 2018

Guest Answers

Q6: By far, the easiest way to set up an email list is with @ConvertKit. While it doesn’t have a free tier like @MailChimp (which is also relatively easy), it has the fastest setup, IMO it’s the easiest to use, integrate with your websites, and maintain. #SocialROI
— Dustin W. Stout (@DustinWStout) February 13, 2018

Other Answers

A6: @MailChimp is the easiest and it’s free for your first 2,000 emails. You can’t beat that! #SocialROI
— Madalyn Sklar #SMMW18 Speaker (@MadalynSklar) February 13, 2018

A6. I use @ConvertKit for my e-mail list because they have a wordpress plugin which makes it easy to set up #socialroi
— Cheval John (@chevd80) February 13, 2018

A6) The setting up is easy… (#MailChimp, #Campaignmonitor etc).. The hard part is giving them a reason to sign up… What’s the incentive? What do they get? Why risk being spammed?.. It’s harder and harder to grown an email list especially as a new-start. #SocialROI https://t.co/8WHHu6eNuG
— Gary Ennis (@nsdesign) February 13, 2018

A6: Ask for people to follow you, don’t become that spammer that scams their way into a list. Then, manage through a backup/master list like a CSV file or in @googledrive, then use an e-mail marketing tool like @MailChimp, @ConstantContact or @ConvertKit . #SocialROI
— Bria Charlei Baylor (@Impact_Write) February 13, 2018

A6: By using a service like Mailchimp or mailerlite. Integrate followers from lists of people who have given their email addresses to you. #SocialROI
— Justin Bienvenue, #ModernDayPoe (@JustinBienvenue) February 13, 2018

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Q7: How do lead magnets and email lists work together? Any tips for setting them up? #SocialROI pic.twitter.com/d56mXuMUMQ
— ManageFlitter (@ManageFlitter) February 13, 2018

Guest Answers

Q7: A lead magnet is something you offer people in exchange for them joining their email list. You give them something they want/need in order to have permission to email them. Without a lead magnet, you’ll struggle to get people to join your list. #SocialROI 1/
— Dustin W. Stout (@DustinWStout) February 13, 2018

Q7: …I recommend you figure out the following: 1) What tangible thing can I give away for FREE in order for people to join my list? 2) How does this free thing I’m sending them connect to the PAID thing that I offer? #SocialROI 2/
— Dustin W. Stout (@DustinWStout) February 13, 2018

Q7: …Because if the free things you offer don’t relate with the paid things you offer, you’re wasting your time/energy/resources attracting people who will never buy from you. This is a recipe for going out of business. #SocialROI 3/
— Dustin W. Stout (@DustinWStout) February 13, 2018

Q7: …Once you have the free thing that relates to your paid offerings, then craft what’s known as an “Email sequence” which is a series of follow-up emails sent automatically over the course of days/weeks that will gently nudge them towards your paid offering. #SocialROI 4/
— Dustin W. Stout (@DustinWStout) February 13, 2018

Q7: …This is why I love @ConvertKit so much—they make setting up lead magnets and sequences ridiculously easy. #SocialROI 5/5
— Dustin W. Stout (@DustinWStout) February 13, 2018

Other Answers

A7: A lead magnet gets people to sign up to the e-mail list, though be explicit what they are signing up for. #socialroi
— Tim Lewis @ Stoneham Press (@StonehamPress) February 13, 2018

A7.
– Your lead magnet has your best piece of content
– Use your content to exchange people’s contact #SocialROI
— Ai Addyson-Zhang, Ph.D Edu Tech Evangelist (@aiaddysonzhang) February 13, 2018

A7. Your website should be the place of your content hub. When your long form blog content delivers the value to your visitors, they will subscribe to your e-mail list #socialroi
— Cheval John (@chevd80) February 13, 2018

A7 Lead magnets offer value in exchange for an email address. I have used @Leadpages. Facebook’s Ad platform allows you to set them up too. #SocialRoi
— Lucille Fisher (@sageandsavvy) February 13, 2018

A7: Lead magnets are what attract people to your e-mail list. Think of a fish when it sees the worm, it comes towards it. When they agree to sign up, they’re hooked into the idea that your content is worth reaching them directly. Way to go! #SocialROI https://t.co/6xzt1ZEWqu
— Bria Charlei Baylor (@Impact_Write) February 13, 2018

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We hope the above has provided some useful information.
Join our next #SocialROI Chat next week on
Tuesday, 20th February 2018, 5.00pm EST.

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