Transitioning to a New Social Media Tool
Social media management platforms are designed to make our lives as community managers easier, but when you’re faced with changing platforms, quite often that ease goes out the window. The added stress of community, marketing and customer service dependencies, can make the whole process overwhelming and downright frightening. Luckily, there are a number of ways you can plan and prepare your team for this journey.
With so many social media management platforms available, narrowing them down is the first daunting task. At first glance, it may look like all platforms available offer the exact same services. However, many have very specific strengths and weaknesses, which may work with your existing workflow.
Consider budget and channel requirements, and make sure all platforms are scalable within that, or you may have to change again.
It’s also important to reflect on who uses the social media management tool on a day-to-day basis. Quite often it’s not just the social media or digital teams on the tools. Customer service, marketing and even legal may need access. Include these teams in your research and conversations. The last thing you want is the customer service team unable to answer a simple query because it’s an Instagram comment.
Once you’ve narrowed down your options, it’s time to contact the social media management platforms and start chatting with a salesperson. This is often considered the most overwhelming part of the process, due to the sheer amount of information and spin you’re given.
While chatting with a product representative is invaluable, at the end of the day they are selling you a product, and will do what they can to win your business. Prepare a list of questions based on your requirements, and don’t be afraid to cut them loose if you realise the product isn’t for you.
It’s highly possible your current social media management tool will attempt to win you back at this stage. Hear them out or negotiate as needed, they might be able to work within your new requirements. However, don’t be afraid to stand firm if you know you can’t stay with them.
It can be helpful to have a sounding board here. Involve other members of your team in these sales pitches, especially if they’re going to be hands on with the tools. They might have a specific problem that you aren’t aware of, or have a particular process in place which the new platform doesn’t offer. If available, it’s worthwhile to see if your shortlist of platforms offers a trial period. If so, get on those tools and hash out all potential use cases and problems with your team.
Once you’ve chosen your new platform, it’s time to pull together a process so you’re able to transition smoothly. You don’t want your current management tool being shut off before you’re ready.
Consider handover time, reporting data and make sure all social media channels are integrated correctly. Ideally, this process should be invisible to your social media community.
Are you currently looking to change social media management platforms? Take a look at our Whitepaper on choosing the right one for you.