Monitoring social media is hard. The person monitoring your social media must have a balance of industry knowledge, customer aptitude, resourcefulness and marketing/diplomacy skills. As a one to one interaction, monitoring can also be a patience game. Monitoring, however, is one of themost important things you can do on social media. 

This is especially important, since 70% of Twitter users surveyed by Search Engine Watch  expect a brand to respond to a question on Twitter. Of those folks, 53% of those want a response within an hour. Yikes.

There is good news: it IS possible to monitor social media with limited time and resources. I know this from experience here at HubSpot. People are often surprised to hear HubSpot has such a small social media team (right now a team of one!). In this post, I'll give an overview ofwho, what and how we monitor on social media using Social Inbox.

The WHO and WHAT We Monitor

The first major decision to make when monitoring social media is thinking for whom you want to be monitoring. When monitoring social media, I break up our activities into four categories: Customer (or Prospect) Care, Funnel Nurturing, Blue Ocean (attracting new prospects) and Special Projects. Let’s dive into each.

Customer (or Prospect) Care

Throughout the funnel and lifecycle of a customer, our aim is to assist people who are speaking about us directly. This is the monitoring activity that takes up the most time and gets the most focus. That’s because it’s the most important; it involves listening and responding to those who are already talking about you, your current advocates. When monitoring for these folks I set up two primary streams in Social Inbox:

”?” without links. This is a stream of people who are mentioning the word “HubSpot” and who use a “?” in their tweet, but do not use links. This is because many of the people who mention “HubSpot” and use a link are actually tweeting one of our articles. This filtering leaves us with the people who are asking a direct question involving us, and if they have a question, we want to be able to answer it as quickly as possible.

This stream is one that I have set up to email me immediately if a tweet matches the criteria. These are the people who are most actively involved with us. The volume of tweets in this stream ranges from about 30-50 on any given day, but it allows me to make sure that whatever I’m doing, I’m able to attend to these questions ASAP. Now you all know how to get my attention!

To set this stream up in Social Inbox, I do everything I need by clicking Social > Monitoring > “+” and using the following criteria:

Replies to HubSpot without links. This is a stream of people who mention “HubSpot” or “Hub Spot” who do not use a link in their tweet. This allows us to filter out the majority of people who are tweeting one of our articles but giving us credit (thanks, guys!). I don’t get any alerts from this stream, but I check it whenever I have free time in the day (at minimum once in the morning, once early afternoon and once before I go home around 6pm).

To set this stream up in Social Inbox, I do everything I need by clicking Social > Monitoring > “+” and using the following criteria:

I also spend time on a few other streams: 

Mentions of HubSpot without “Via”. Of course, people tweet important things at us involving links. More often than not these are people tweeting pictures at HubSpot or questions about the software. Since use of links is a lot less common, the previous two streams cover most of the volume, but I set up an email reminder to myself once a day to scan through this stream to make sure there is nothing I’m missing.

In this case I excluded the word “via” from search since that word is the most common indicator of someone sharing a HubSpot article. As much as we appreciate that gesture, it’s too much volume for us to monitor at that time.

Facebook/LinkedIn. These networks are more focused on in-depth content than their dynamic, cousin, Twitter. As such I make sure to log into these platforms to check the comments at least once a day. I also bucket moderating our LinkedIn group here.

Messages. Some [potential] HubSpot users feel most comfortable messaging our social profiles (Facebook, LinkedIn and Twitter) if they feel they have no other avenue. For that reason, I make sure to check the messages for these networks at least once a day (more if I have bandwidth or am expecting a particular message).

BONUS: HubSpot mentions during Twitter Chats. This is one of my favorite streams. It was born out of necessity when we realized we weren’t participating enough in real-time conversation. The goal of this stream is to catch when people mention HubSpot in Twitter chats, so we are able to appear in the chat (potentially to new audiences) and thank users quickly.

To create this stream, I researched the chats related to our industry that were most commonly attended, and the ones in which HubSpot was often mentioned (Buffer, Sprout Social, SEMRush). I set up the stream to email us immediately upon mention of HubSpot with any of these chat hashtags. This was a place where we saw a specific need and created a stream to adapt.

Social media covers the entire lifecycle stage of the customer from prospect through to customer. As such, we make sure to pay attention to users at all stages of the funnel. What we look at each stage is different. At the top of the funnel we look at mentions because it helps us narrow the field and at the bottom it helps to figure out when customers need help. We think a little different at the middle of the funnel.

Funnel Nurturing

Just like any nurturing, our aim in the middle of the funnel is to remind prospects we exist, and when necessary, provide them a little extra love. To this end, we keep an eye on two different streams.

Prospect to Lead Nurture and Leads & MQLs. The first is prospects who have had a first conversion event on a prospect form in the previous month, while the second is leads and MQLs who have converted on a lead form in the last 30 days. To do this, we create a list in our list tool of people who have had a first conversion event in the last 30 days, as well as are at a certain lifecycle stage.

We create a stream in Social Inbox of people who are on the list we created (since it’s dynamic, people can get added over time). We then narrow the stream further by only including tweets that mention certain words related to marketing automation or inbound (power of knowing your keywords!).

I check these leads a couple times a week, primarily because I’m not trying to be creepy, but to remind people we are there to help. It’s an important step though as in past HubSpot experiments, we found that lead nurturing via social can improve conversions by up to 11%.

Blue Ocean (attracting new prospects).

These are the users that are not even in the HubSpot funnel. This is the trickiest area since it is the largest category of users. As such, I spend the least time monitoring for new users.

#swsw [or other relevant hashtag] Rather than monitor uses of a particular word (ex. marketing automation), I limit this kind of monitoring to relevant hashtags. For example, if I see a user mention HubSpot with the hashtag of a particular conference, I will check that hashtag to see if it is a conversation about our industry. If so, I will set up a stream for the rest of the day to monitor that hashtag and show some quick love to users there. If nothing else, it helps us get us on their radar.

Special Projects

This is the most ad-hoc of what we monitor. That’s because it has to do what is happening in the department any given day. Examples of special projects have included events such as webinars we’re hosting, #HubSpotBookClub, April Fools Pranks (#DeskFree, anyone?), CRM launches, partnership deals, Partner Days at HubSpot HQ, etc.

#GrowWithHubSpot [or other relevant event hashtag] - (temp). The way this works is that I keep a close watch on our content calendar (keeping in the loop with the PR and campaigns team helps a lot!) so I know when we have a special event coming up. I will set up a stream for this particular event, typically pulling in tweets that include the relevant event or hashtag and setting up email alerts for 8m & 4pm.

This provides me a few reminders to check this stream since it’s not a part of my everyday routine. I can also share the stream with a specific team if they want to stay on the lookout for that event. The key with this stream is that I label it with(temp) to remind myself when I stop seeing tweets relevant to that event, I can remove the stream. Typically, I catch anything remaining in our regular streams.

This is probably also the place to talk about influencers. When possible, we take time to identify and engage with influencers, but our primary method of this comes from reading our own twitter feeds or twitter lists and finding articles naturally trending. We have experimented with streams of these folks, but find that most engagement comes organically following and engaging in our own streams rather than monitoring for that specifically.

You may notice that there are some things for which I don’t monitor on social media. For example, I do not monitor for product support-related questions (though we get them anyway), Sidekick questions, #INBOUND15 questions (though we will eventually during the event) or questions in foreign languages.

This is because I do have limits! While I get, and answer, many of these questions, the primarily responsibility to monitor them goes to the teams that own those projects (psst- if you’re not following @HubSpotSupport, @Sidekick or @INBOUND you should!)

Now that we’ve discussed WHAT we monitor, I want to take a moment to address HOW we monitor.

The HOW We Monitor

Knowing what to monitor is important, but it’s also imperative to know how to monitor effectively.

First, Define a persona. When my team started monitoring from HubSpot, the first thing we did was to come up with a monitoring persona. This was the person we wanted to embody when speaking to people on social media.

To do this we brainstormed a list of traits we wished to embody (helpful, nerdy, witty but not mean were some of them). We then made this list public to remind ourselves who we wanted to be when answering questions. We also reference this when publishing content.

Second, Be helpful, and gracious. One of the most important parts of our persona is to be helpful and gracious. When someone has feedback, accept it, when they love us, love them back and when they have a problem, provide some avenue to resolve it (a trick I learned in support), even if it’s just to contribute to our “ideas” forum.

Direct questions appropriately. I like to jokingly refer that I am like the company “traffic director”. That’s because monitoring is a team sport. Even if I am the one ultimately typing the responses, I am responsible for listening to what people are saying about HubSpot, and responding appropriately. Sometimes this involves notifying an account manager, sending to a sales rep, conferring with support or referring to PR and sending those responses back.

To maximize the conversion potential of your landing page, it’s a common best practice in the industry to use an image. It’s a good suggestion. If nothing else, a wall of text without any visual imagery can make for a pretty boring and poor performing landing page. But why do we actually want to use images for communication?

Why we use images on a landing page

Neuroscientists at MIT found that humans can process and identify an image in as little as 13 milliseconds, whereas previous research had suggested that the quickest time in which an image could be identified was in 100 milliseconds.  

It’s not merely that our brains process images at a lightning speed, we’re also making decisions quickly.  Consider that the average visitor is spending less than 15 seconds on a website. More specifically, if your visitors are spending less than 15 seconds on your landing page, then capturing their attention is of paramount importance.

As you work to determine the right image for your landing page, keep the following concepts in mind in order to have your image work to drive conversions, rather than driving your visitors away.

Visual storytelling for a concept

As the old adage goes, “A picture is worth a thousand words.” When describing a complex system, process or a brand-new object or idea, a visual representation might explain it best. For example, a diagram is a concise way to describe how a car engine works or an intangible concept such as how cloud computing allows for the transfer of files across the Internet.

Companies continue to create new products and develop things that people didn’t know that they needed or wanted. When you are tasked with promoting the only product of its kind on the market, you might need to show your visitors what it is and why they need it. Can you imagine trying to describe a microwave to a person who was born before humans were able to harness electricity? It would be a bit difficult to describe if you were to communicate solely with words.  

When selecting an image for your landing page, use infographics, charts and diagrams when explaining new ideas or complex concepts to your website visitors so that they can swiftly grasp the idea and hopefully, convert on the landing page.

Directing and influencing the conversion

Using arrows on your landing page can allow you to literally direct traffic on your landing page. Having an arrow pointing towards specific areas of your copy or to the form on your landing page can allow your visitors to think less and simply follow instructions.

Another way to use imagery to direct traffic is through visual cues. Whether you use a photo of a person holding a product and looking directly at it or more subtly a person looking in a certain direction. Instinctively, when we see people looking in a certain direction, we want to follow their gaze and see what has their attention.

By using an image of a person looking in the direction of your form on the landing page, provided that it is logical (and relevant) for a person to be in the image, you can subtly place emphasis on different elements of your landing page and direct attention to the form.

Emotional decision-making

Antonio Damasio, a renowned neuroscientist, has been studying the connection between consciousness and emotion for several decades. Damasio’s research shows that emotions play a large role in how we arrive on a decision. How does this help marketers in creating a landing page?

By using images that not only appeal to your visitors but also elicits an emotional response, you may be able to increase your conversion rate. If you are able to bring about a sense of urgency (to act now!) or a feeling of happiness and relief (that a visitor’s issue is being solved), then you might experience higher conversion rates.

How to know if you have the perfect landing page image

Numbers don’t lie. Check out your conversion rates to see how the landing page is performing. An optimized, high performing landing page has a conversion rate of 20% (or higher) of the total number of views converting and filling out the form on the landing page. If the conversion rate is less than stellar, there are many elements that come into play when assessing the overall page. So, the best way to hone in on your image is to do some A/B testing and try different images on your landing page to see which resonates more with your visitors and ultimately converts more visitors into leads.

Nevertheless, you’d probably like to have 2 hours and 15 minutes back in your day, right?

Here’s the action: write short emails. The benefits of writing short emails are limitless. Shortening your emails will not only reduce time spent on email composition, it will increase your communication clarity and reduce the necessity to repeat yourself the next day.

Email is digital words, written on lines and, therefore, has lines to read between. Email is capable of immediacy, its human operators are not. In this post, we’re going to learn how to write shorter emails in four easy steps.

Step 1) Identify the email’s recipient

You wouldn’t use a megaphone to shout at your aunt Delores, would you? Of course not. You’re a tactful professional.

Same rule goes for email. Identify its recipient or audience.

Is the recipient a new acquaintance? Are they a superior? A subordinate? A peer?

I’ll share an experience that got me thinking about this. I was replying to a message from someone that is five management levels above me. I handled every syllable like a baby chick and was crystal clear on each detail. I anticipated the superior’s questions. I provided direct answers. I lost four pounds of weight from sweat while writing it. The results were remarkable. I found myself motivated to shed extra words. I didn’t wander or try to fudge answers. I also noticed its brevity.

Warren Buffet says, in as many words, to demonstrate your capability with clarity in words in the SEC “plain English” handbook, and excess is not required:

" Perhaps the most common problem, however, is that a well-intentioned and informed writer simply fails to get the message across to an intelligent, interested reader. In that case, stilted jargon and complex constructions are usually the villains." -- Warren Buffet

When you can identify your audience, you can anticipate their needs. When you can be direct toward those needs, it will be clear you respect their time enough not to blither, and that your words bear authority, reducing their need to ask for a follow-up.

Step 2) Reduce the reader’s time to answer and simplify the conversation

You are emailing or being emailed because you are helpful and needed. Make your answer simple, and shortened emails will follow. The reasons why are numerous.

Put yourself in a recipient's shoes. I imagine they receive innumerable messages a day, just like you and me. What do you typically look for in an email? You want to clearly understand the message but you also want it to be short, to the point and respectful of your time.

Consider some common email questions that you might receive. Here’s one example:

Hey Alex, can we move the call from 3pm to 3:30pm?

Recalling Step 1, identify the audience, I can approach Step 2 with clarity—simplify. It is not always just a matter of producing a response in fewer words since they may be asking more in their message than is revealed. It is up to me to know the whole answer and remove the extra wording.

Visitors won't even make it through to your content if the website does not load fast. And what keeps your website from loading fast? If you have really large files, videos, or images on your website, it can add to the size of the page and greatly affect the load time.

Yottaa, a content delivery network (CDN) platform that helps speed up websites,recently benchmarked the speed of HubSpot's CMS. In this post, we will discuss three ways HubSpot keeps your website fast, and share some of the details of Yottaa's report.

#1. All Customers Hosting Their Website on HubSpot Are Powered by a CDN

HubSpot utilizes a leading CDN to help ensure all customers websites load quickly. There are numerous benefits to a CDN, such as keeping your website content on a server closest to them. But there are numerous front-end and back-end factors that contribute to the speed of a website loading.

For example: the device type, operating system, and even location can all affect how a website loads and displays. If you have recently browsed the Internet on your smartphone and switched between WiFi and the cellular network, the speed difference was likely clear.

However, unlike the days where text-driven websites ruled supreme, visitors are demanding a rich experience that is relevant. To do this, we've built Smart Content and other capabilities directly into HubSpot to ensure you can easily build an experience for each unique visitor.

But that experience also means that your pages will gain weight, but not necessarily sacrifice speed. According to Yottaa's performance test, the average page weight now exceeds 2MB in size for webpages, which is also close to the page weight from the HubSpot CMS.

Even though the rich features offered in HubSpot's CMS have increased the page weight, you can see in the chart below the time for the page to load is still incredibly fast. To explain this chart:

• T2D stands for Time To Display, which essentially means that the core elements of the web page have loaded and design is displaying properly (instead of just text or content without any CSS styling).
• T2I stands for Time To Interact, which means the moment you can actually start scrolling, or clicking links on the page. Time to interact follows the time to display as key pieces of your website need to load first before you can begin interacting with the site.

According to the metric that began this blog post, if your website is not hosted on HubSpot or using a technology to speed-up your website, you could be among the average and possibly losing 40% of visitors.

A fast website means more of the visitors that land on your pages will stay, and improves your overall business experience. Here at HubSpot, we utilize a CDN that hosts servers around the world to ensure you and your customers have a fast experience, wherever they may be.

#2. Responsive-Design is Built-In

The speed of the desktop version of your website is important, but it's become even more crucial to also offer a fast mobile experience. Now that mobile searches have surpassed desktop and search results are impacted by mobile-friendly websites, you should offer a fast and rich experience for mobile visitors. But offering that same rich experience on mobile can be difficult because it naturally increases page weight. That's where responsive design comes in.

Responsive design dynamically loads your website based on the screen size of the visitor. For example, open a new browser tab on your desktop or laptop, and take out your smartphone now and visit HubSpot.com from both. You will immediately notice the difference and how images on your smartphone appear to be properly sized, but naturally smaller. 

Responsive design is Google's #1 recommended design pattern as it only requires one set of code, and Google's crawler only has to go through your site once. If you have a separate version of your mobile site, such as mobile.example.com, it requires a duplication of all the assets on your homepage to the mobile version which can be costly from bandwidth and maintenance. 

Going back to Yottaa's report, you can see the HubSpot CMS still outperforms the average on mobile due to the combination of responsive design and the CDN. This is shown by both the average time to start render, which essentially means that your website design appears on the device, and the time to display until your website is fully loaded and can be interacted with. This speed benefit means more mobile visitors will stick around your website and actually read your content.

#3. Dynamic Image Resizing and Image Compression

Have you ever experienced an image that loads sort of like a window shade? It slowly starts to fill-in from the top to bottom until it's finally done. One of the key reasons this happens is because the file size on the image is likely very large. Your connection can also play a key part, but even on a high-speed connection a large image can still have this effect.

This is why using the HubSpot CMS you can solve this using dynamic image resizing and image compression which are built right in and how your website stays fast on HubSpot. 

What is Dynamic Image Resizing? To explain, let's walk through an example. Let's say you upload an image to your website that is 5000 x 5000, but are only displaying the image at 500 x 500. This means that the browser still has to download the larger image and then display it within the smaller size. This can severely affect loading time, especially for any mobile visitors on a cellular connection.

When you are using resizing within HubSpot though it means the browser will only display the image in the dimensions you specify. So in this example, instead of loading that large 5000 x 5000 image, the browser only loads the 500 x 500 image saving precious seconds that it takes your site to load.

Dynamic image resizing will take effect in a few different ways:

1. Manually changing dimensions of an image after upload
2. Using the resizing tool within HubSpot to change the dimensions of an image
3. Editing the HTML code of an image that directly affects the image dimensions

Along with the image resizing, we also have taken steps to reduce the overall size of images. With image compression, any new image uploaded into your HubSpot account will have it's file size reduced while retaining image quality. This happens automatically when uploading an image and doesn't require  any manual steps, but enhances and accelerates the experience for your visitors. 

Note: dynamic image resizing and image compression only affect new images uploaded into your HubSpot portal. Existing images will not be affected, unless you change the dimensions. Also note, the speed benefits from HubSpot only apply to the content you are creating or hosting with HubSpot. 

With the CDN that powers all websites using HubSpot, to responsive design, and image resizing and compression your website will consistently stay fast. A fast website helps rank better in search, and retains visitors once they land on your website which naturally helps all of your inbound marketing. 

Sales And Marketing