Social Media Management using HubSpot's Social Tool

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Whether you’re a social media manager for your firm or an agency managing multiple accounts for a variety of clients, having a centralized administration tool can be a real game-changer. Managing multiple social media accounts can be a large task for anyone. Creating, managing and publishing your posts requires extreme attention to detail. No one wants a typo shared instantly with their company’s entire social network.

Today, most people participate in more than one social media platform. In fact, there were an estimated 3 Billion social media users worldwide in 2018! So if you are a company trying to reach people on multiple networks, posting on Twitter, LinkedIn, Facebook and Instagram once a day, that’s a total of 28 posts per week. Not taking into account the time it takes to create the content and source images, scheduling this manually quickly gobbles up hours of your week. Using HubSpot’s social media management tool can dramatically improve how you manage the process.

Connecting Your Accounts

The first thing you’ll need to do when using the HubSpot Social Tool is to connect your business’s social media accounts to HubSpot. Navigate to Marketing > Social:

Here you can connect your accounts by following a step-by-step guide.

Step #1: Connect your accounts. Choose from Facebook & Instagram (these are grouped together), Twitter, LinkedIn or YouTube reports.

Once you click on the account you wish to connect, and you are already logged in, you’ll receive an “Authorize HubSpot to use your account?” alert. You’ll then select “authorize app”. If you’re not logged in, HubSpot will prompt you to log in and then authorize. We suggest logging in to all of the accounts you wish to connect first. Once your account has been successfully connected, you’ll see this message next to the platform logo:

Account connected-2

Since you can connect multiple accounts per platform, after clicking Next, you can then choose your default account. If you connect more than one account per platform (for example, a master company Twitter account in addition to an account for a specific brand in your company) here is where you would select which account would be the default account when creating new posts. Each user within your HubSpot portal that has access to Social, can choose his or her own default settings. Which means one person’s account can have the master company page and another can have the brand page act as their default.

choose default

In the ‘set-up’ stage of configuring Social, you can customize your publishing preferences to match your work style. You’ll find five options in this portion of your set-up:

  1. Publishing from your browser: “Install the Chrome Extension” to integrate with your Chrome browser to create, publish and schedule posts directly! This can be very useful if you plan on posting third-party articles.
  2. Publish now by default: your posts will default to an instant share vs. scheduling at a later time.
  3. Publish like a human: this feature will be toggled on by default and allows you to “Make your publishing schedule appear natural and spontaneous. Your posts will publish at various times within 10 minutes of the time you select.” If you’re someone who prefers a staggered posting schedule, this is very useful.
  4. Next post delay: add a specific amount of time between posts on the same platform.
  5. Publish with custom short links: connect a Bitly account to shorten your social post links.

Next is the Email Notifications tab. Here you can decide how often you would like to be notified of your social media activity. You can decide to get an alert directly to your inbox with a roundup of interactions, conversions, etc. for each platform you connect. You can also opt for a monthly summary.

Once you’ve decided on email notifications (or none at all) you can begin publishing.

Creating a Post

Once your account has been successfully connected, you can easily draft a new post from right within in HubSpot. Navigate to Marketing > Social and select Create social post under the publishing tab here:

Choose your network by selecting the platform’s icon:

Now you can begin drafting your post:

If you intend to share the same post across multiple platforms, click schedule another, choose the platform’s icon and HubSpot will pre-populate the same post at the same time for the other channel. If you want to change the time or day of the post, you can do so by clicking the date and changing here:

You can also click publish now, which sends the post instantly to the platform or set a custom time. If you need to delete the post, hover over the social media icon and a trash can will appear, click the trash can and your post will be deleted. From here you can either Save as draft or Schedule post. Once you click schedule, head back to your social media dashboard.

Helpful hint: if you selected Publish now as default when setting up your publishing preferences, you will see “Posting now” vs. a date and time (February 7, 2019 2:02 PM EST) here:

Publishing Tab

In the publishing tab, you have an overall view of posts that have been published, scheduled or drafted here:

From this dashboard, you can also select the checkbox next to the post and edit, clone or delete from here OR you can select the edit, clone or delete from the Actions menu:

edit clone delete

HubSpot also has another time-saving feature in the dashboard, Schedule posts in bulk, where you can you can upload a CSV or Excel file and schedule multiple posts.

Monitoring Tab

Within your social dashboard, HubSpot offers a monitoring tab. This tab is where you will go to create and monitor inbox streams, create and manage Twitter streams, manage social media engagements, monitor mentions, check interactions and respond to conversations -- all in one spot. These tools are an important part of managing your social media strategy and can help you determine which pieces of content are striking a chord with your audience.

One way to ensure that your content is engaging your audience is by monitoring your inbox streams. HubSpot includes all available activity from your connected accounts as a default feature so that you can easily keep track and respond to mentions, conversations, and other account activity. You can sort by either by All networks or just one platform.

You can also create your own Twitter streams based on keywords. So, for example, if you’re interested in creating a Twitter stream based off followers who mention “HubSpot” or “inbound marketing” you would click Create new stream, then enter your stream name. Select from either All of Twitter, A Twitter list or A HubSpot contact list. You can then select to be notified via email: Immediately, 8 am or 8am & 4pm. You can also choose you or other HubSpot users to be notified in the Notify users section.

Creating a new Twitter stream under the Monitoring Tab

Reports Tab

The Reports tab is an important tool for monitoring the overall performance of your social media activity. This built-in social media tool within HubSpot allows you to analyze the performance of your posts after they’ve been published by segmenting your post’s activity by Account (social network), Time Period or Campaign. Moreover, you can breakdown your post’s performance by Network or Total. For example, if you wanted to see which posts had the most clicks on Twitter within the past 30 days, you would select: Twitter, Last 30 days, All Campaigns and scroll to the section labeled Top Posts:

In addition to Top Posts, this dashboard includes four customizable bar charts that indicate:

  • Clicks
  • Interactions (which includes: mentions, replies, comments, likes, +1s, and retweets)
  • Sessions
  • Contacts

You can manipulate your bar charts to show totals or the individual platform’s performance and can sort by the same custom dates as you can for Top Posts. So say you wanted to see which of your networks had the most interactions in the last 3 months, you’d select All Networks, Last 3 months and All Campaigns. From there, the bar chart would clearly illustrate that Instagram is the network with the greatest number of interactions for your company:

This can now help you shape the future of your social media strategy. You can easily find the content themes that are working best and those that aren’t performing well for your brand or company. You can also drill down which posts work best for which platform and get a bird’s eye view of your campaign performance over an extended period of time. We find that the Followers and Published Posts feature of this tool to be a great indicator of performance, as well. Seeing the percentage increase or decrease helps you keep track of these important indicators and is a great tool for reporting back your findings to upper management or your clients.

Settings Tab

In your Social settings, you can configure your account defaults, enable blog auto-publish, revisit your publishing settings or email notifications and place Follow Me modules on your site. Within this section, you will see the following headings: Accounts, Publishing, Email Notifications and Follow Me.

Here is a quick snapshot of what you can access under each heading:

Accounts: here you can view what team member connected your accounts, enable auto-publish (post a link to your blog on the account whenever you publish a post), share (allow all other users in your portal to post the account) or change the default account.

Publishing: here you can view your publishing schedule, toggle on the publish by default tool, enable the publish like a human tool, edit your next post delay, connect a Bitly account and install the Chrome Extension.

Email Notifications: this tab is tailored to an individual team member and allows you to change your Inbox and Report settings.

Follow Me: add the Follow Me module on your website encouraging your visitors to find you on other accounts.

HubSpot gives you two options for accessing your Social settings. You can either click ⛮ > Social or navigate to Marketing > Social > Settings.

Conclusion

Using a tool like HubSpot to create, publish, monitor and analyze your social media posts in one portal is a must-have for anyone managing their company’s or client’s accounts. Social media moves at such a rapid pace and has such a constant churn of new content, it’s crucial to stay on top of it all by leveraging a centralized management tool. HubSpot automates the grunt work so you can focus on executing your inbound strategy to stay relevant and visible to your audience.

Not only can you easily create posts within the HubSpot social tool, but being able to quickly access and monitor real-time results, or get a high-level view of campaign performance with a couple clicks, allows you to pivot when needed. Everything you need to execute a successful social media strategy is organized together in a single, powerful, tool.

Building a Customer-Centric Business with HubSpot

 

Written by The Rare Karma Team