Our Services
When it comes to social media consulting, we’ve learned that all organizations face the same challenges… it’s just the scale that changes. Below is a partial listing of our services. When working with clients, we custom-tailor our approach to address each client’s specific needs. If you have a social media need that is not listed here, please reach out. It is likely we can help!
SOCIAL MEDIA STRATEGY
Whether you need a hyper-local strategy, an enterprise-wide global strategy, a platform-specific strategy or a social media advertising strategy, we’ve got you covered. Sue also has created strategies incorporating content in multiple languges, channels in other countries and China-specific strategies for Weibo and WeChat.
Do you have an existing strategy that needs a refresh? Or have you or your agency partner created a strategy but you would like an expert opinion? Serna Social is happy to review your existing strategy and provide feedback and suggestions for improvement.
Strategy Review
Strategy Creation
If you need a social media strategy created from scratch, we can help you whether your needs are local or global. Serna Social follows a proven six-step process to guide clients in the creation of a social media strategy that focuses on goals, KPIs and measurable ROI.
Paid Ads Strategy
If you are interested in leveraging social media advertising (aka paid social), that requires a separate stand-alone strategy. We’d be happy to help you define your audiences and your goals, and we’d be happy to help you maximize your efforts and budget while avoiding wasting money on time on tactics that don’t work.
SOCIAL MEDIA GOVERNANCE, SAFETY & SECURITY
Serna Social is dedicated to helping organizations succeed on social media in the most safe and secure way possible. This is an area that is often overlooked by corporations large and small, and it can lead to all kinds of nightmare situations such as being locked out of your company’s social media accounts or having a former employee go “rogue” on one of your channels. Sue Serna is one of the nation’s top experts in this field, and she can help guide your organization to a much safer social media footprint utilizing all best practices she has learned after nearly 20 years in the business.
Social Media Audit
If you “don’t know what you don’t know,” the right place to start is an audit. There are multiple kinds of audits that can be performed either separately or all together as one large project:
Governance audit: evaluates the security and risks associated with your social media footprint
Content audit: evaluates your content, what’s working, what’s not and how you can improve
Brand audit: a full scan of the social media environment to understand how many channels are out there with your name on them, where there are branding issues and how big your “Wild West” situation is.
If your question is “how am I doing?” we can do a comprehensive review of your channels and (if applicable) paid advertising. You’ll receive a comprehensive report analyzing your work and making suggestions for improvement. This report can cover all aspects of your channels, from overall appearance to branding adherence to level of activity and community management activity. If you have a particular concern, we can custom-tailor this review to focus on the area that you have identified.
Channel Review
Channel Cleanup
Chances are high there are social media accounts out there associated with your company that you do not control. They could be location pages (auto-generated pages for businesses), accounts ex-employees still control, or maybe you’ve lost the passwords to some accounts. Let me help you get your house in order. This activity often follows a brand audit, where we can the entire social media landscape to identify any and all channels associated with your brand.
If your company doesn’t have a social media governance program, it may be time to start one. We can help you update (or write for the first time) your company Social Media Policy, update workflows, SOPs, etc. We can help you navigate required conversations with IT, Compliance and Legal. And, if you are in a regulated space, we can help you there too. If you are still stuck in the “Wild West,” we can also help you evaluate what you need to set up a proper governance model and then we can help you put it in place.
Governance Model
If you’re brand new to social media, or perhaps you’ve just stuck a toe in the water, we can help ensure you get set up the right way from the start. If you want to make sure your accounts are set up as business accounts, that you are utilizing tools like Meta Business Manager and LinkedIn Campaign Manager properly, we can help you ensure your setup is A+ to ensure your future success.
Initial Setup
The only way to know you’ve succeeded on social is to set up a proper measurement plan. At Serna Social, we believe that social media needs to provide demonstrable ROI and perform against set goals the same as any other business activity. In some cases, this requires a client to first set a strategy with goals that can be measured. Once those goals are established, we can help you figure out the best way to measure your success, present those findings to stakeholders and earn your keep. You can also hire Serna Social to do the measurement for you.
Measurement
Tool & Vendor Selection
Sue have done countless RFPs and vendor evaluations both in her corporate role and for clients. If you need help selecting the right tools or vendors, Sue can bring her experience and knowledge to the table to benefit you. We can help you make sure you choose the right vendor or tool, and give you concrete reasons for the selection. We can also steer you to a short list based on your needs and relying on our years of experience in this space.
Sue is a tool expert in this space, and she has set up dozens of instances of major social media listening tools (Quid, Brandwatch, etc.) as well as Social Media Management Systems (Sprinklr, Sprout, Khoros, etc.) She is also well-versed in “social-adjacent” tools ranging from Linktree to Bitly, etc. and how those integrate into this tool stack. Additionally, she can help you set up your instances of LinkedIn Campaign Manager, Meta Business Manager, etc. If you don’t have the expertise on your team, let us do the setup for you.
Tool & Vendor Setup
If you have a need you don’t see listed here, Sue can probably help. With vast experience across B2B, B2C, for-profit, nonprofit, global, local and all kinds of social in between, Sue is a well-versed expert in this space. If you have a custom need or question, please reach out.
Other
TRAINING
If you want training on a general topic related to social media, I am happy to offer sessions that cover a wide variety of subjects. A few examples: how to managed comments on your channels, how to deal with social media trolls, how to take great photos with your cell phone, what makes great social content or general best practices.
General Training
If you or your team needs a social media bootcamp to learn how to use a specific social media platform, I can provide platform-specific training for beginners, intermediate or advanced users. Think of it as “Facebook 101” or “Instagram 101.” We can also custom-tailor these sessions to answer your specific questions about the platform of your choice.
Platform Training
A lot of companies that have been on social media for years have not yet dabbled in paid advertising side on social. If you need help getting started, setting up your infrastructure and learning about tools and best practices, I can help you hit the ground running.
Social Ads Training
Individuals within your company need social media coaching, especially if you have a small team or a team of one. It could also be an executive who is trying to become a social media though leader. It could be for a sales team looking to leverage social selling to increase conversions. We can custom-tailor a session for the learning needs of an individual or smaller team.
Personal 1:1 Training
Perhaps your organization already has a team responsible for training, or you are looking to build that capability in house. Leverage my social media expertise to skill up your training leader(s) so that they can in turn enable your entire organization to succeed on social media. This is a custom solution based on your company’s individual needs.
Train the Trainer
Analytics Training
if you don’t understand how to measure your social media success, or if you are confused by all of the different metrics across platforms, we can help. Let us train your team to properly interpret and analyze social media data for comprehensive insights and actionable findings. We can also assist with setting up dashboards and measurement programs.
Social Listening Training
Social listening is a growing area of interest for a lot of companies that are interested in mining public chatter for insights about their company, brand, products, etc. There are many flavors of social listening, and multiple reasons to use social listening. Sue established Cargill’s global social listening program (monitoring conversations in 20+ languages and globally), and she has assisteted Fortune 500 clients set up and implement their social listening programs. A Boolean search expert, Sue has taught webinars on this topic and is well equipped to help you with this type of exercise.
“General Population” Training
If you want to train a broader team of individuals like the entire Communications department or the executive team, we have a host of more general knowledge training sessions. These include things like “Perfecting Your LinkedIn Profile” and the super popular “Taking Photos With Your Phone" session. At Cargill, Sue built a multilingual global training program for all employees, and she can help you educate your overall employee base about social media best practices, too.
Custom Training
If you don’t see your specific need represented in any of the categories listed here, please contact me to discuss a custom solution. We are happy to create a unique training offering just for your company.