After Social Magnet has been enabled, an Admin User must configure the organization’s social accounts to its Real Magnet account.  Additionally, the Admin user may assign permission to end users for viewing content, posting content, or adding additional social accounts to the Real Magnet account.

To view the Admin Users in your account, go to Tools > Account Management > under the Social Account Management section > View Admin Users.

Permissions

There are 3 types of permissions associated with Social Magnet.  Permission to:

• add social sites to your Real Magnet account
• post content to social sites from Real Magnet, and
• view your social sites’ feeds from within Real Magnet

By default, end users do not have permission to add social accounts, post to them or view social feeds.  Only Admin users (i.e. users with the ability to grant or remove Real Magnet permissions to other end users) can assign or remove these social permissions.

If you are an Admin user, you’ll see the line items Social Account Set Up and Assign Social Publishing Permissions under the Social Account Management section of the Account Management page under Tools.  If you are not, these items will not appear.

If your are NOT an Admin users, you can see who is by going to Tools > Account Management > Under the Social Account Management section > View Admin Users.  If your account has no Admin users, please email support@realmagnet.com and include your account number, username, and state that you have the authority to be an Admin user.

To assign social permissions, click the Assign Social Publishing Permissions link. From the pull-down list on the next page, select the User for whom you want to grant or remove permissions.

This takes you to the Social Publishing Permissions Page where you see a line item for each provisioned social site.   The page can be sorted by any of the columns (Channel, Account Name, Date Created and Created By.)

By selecting the appropriate check box(es), the selected user can be granted or denied permission to:

• Provision social sites

• View feeds for any provisioned social site

• Post Content for any social site

Once you have made your selections, click the Save button and the user’s permissions will be updated.

Adding Your Social Sites to Real Magnet

Note:  You must be logged out of your personal Facebook or Twitter accounts before you provision any corporate accounts.  If you do not, you risk provisioning your personal accounts to Real Magnet.

To start the process, click Tools>Account Management. Under the Social Account Management section, select Social Account Set Up.

The Social Publishing Accounts page appears. Towards the top of the Add Social Publishing Account page, go to Add New Account list and select the type of  social media account you want to provision (Twitter or Facebook.) Once you have made your selection click Go.

Adding a Twitter Account

First make sure you are not logged into any Twitter account.  Next select Twitter from the drop down menu and select Go.

An Authorize Application page appears. Enter in your Twitter User Name and Password then click Authorize App.

You’ll now be prompted to enter a name for that social account.  Feel free to use the same name as your Twitter handle or choose another unique identifier.

If the authorization is successful, you’ll be taken to the Social Login Permissions page.  Here you’ll be able to assign view / posting permissions to other end users in your organization.

Adding a Facebook Page

First, make sure you’re not logged into any Facebook account.  Next, select Facebook from the drop down menu and select Go.

First, make sure you’re not logged into any Facebook account. Next, select Facebook from the drop down menu and select Go.

A Facebook Login page appears asking you to log in to your Facebook account with Real Magnet. Input your Facebook Login Information.*

*Your Facebook login information may be the same login you use for your own personal account.

If the authorization is successful, you’ll be taken to the Social Login Permissions page.  Here you’ll be able to assign view / posting permissions to other end users in your organization.

Adding Linkedin Groups

Go to Tools > Account Management > Social Account Management > Linkedin Account Management

The Linkedin integration with Social Magnet is a one to one relationship between your Real Magnet username and your personal Linkedin username and password.  When prompted to sign in, please enter in this information.

Special Note on the Linkedin Integration

Because of the nature of the Linkedin Integration all your groups will be shown to you after logging in.  You have the ability to select which groups to import into Social Magnet.  No personal groups will be imported into the system without your explicit authorization.

After signing into Linkedin you are presented with a list of groups to associate to Social Magnet.

Simply select the groups you wish to import and click save.  These groups are now associated with Social Magnet and can be posted and viewed only from your login.

Like everything else in Real Magnet, your social messaging is trackable.

Metrics for social content that is associated with an email message can be viewed on the main message Track page.  To access a message’s tracking, click the Track tab, click one time on the message you want to track, and click the red Track button.  Towards the bottom of the page, you’ll see separate grids for Facebook Metrics and Twitter Metrics.

Here you can see all of the metrics associated with your Facebook post or Tweet.  Additionally, by clicking one of the Details icons, you’ll be presented with the metrics for that specific post or tweet.  Below, you see the Overview details of a tweet.  

You can also access details on Retweets and Clicks by clicking the appropriate links in the upper left.

A details view of a Facebook post looks like the image below. You can access details on Comments, Likes, and Clicks by clicking the appropriate links in the upper left.

You can access the metrics for social content that is not associated with an email through the Track Social link on the left navigation bar of the main Track page.

Click it and you’re taken to a page displaying all of your social posts. You can sort them by Post, Channel, Account, Real Magnet Message, Campaign and Date posted.

By clicking the Details icon  or double clicking the post, you can drill down and get the details of a particular Facebook post or tweet (see images above).

This completes the tutorial.  If you have any questions, contact support at support@realmagnet.com or call 301-652-5074.

There are two ways to create and deploy social content using Social Magnet: 1) via the Quick Post functionality; and 2) by using Real Magnet’s traditional approach of content creation via the Messages Tab and deployment via Send to Groups.  This tutorial focuses on the latter.

Under this approach, users can:

• Associate social content with an email message and send all of the content immediately, schedule it all to be deployed at the a later time, or schedule each piece to be deployed at different times, and
• Create social content only (a tweet, a Facebook post, or an associated tweet/Facebook post) and launch it immediately, schedule it to be deployed at the same time, or schedule each piece to be deployed at different times

Lets look at the first scenario:

Associating Social Content with an Email Message

To associate social content with an email message, log in and click the Messages tab. If you have the Messages Categories functionality enabled, you can select a Category for your message, or create a new category.  Click here for more information on Message Categories.

Now, create your message as you normally would: give it a name, select a template, and create the HTML, text, and mobile versions of the message. Once Social Magnet has been enabled in your account, a Social Version link appears on the left navigation bar.

Click the link and you’re taken to the social content editing page where you can add content in one of two ways: 1) by typing it into the textbox, or 2) by selecting the [ADD ICON] icon and doing a copy-paste from the Message Source. When you are done copying and pasting your content, click Message Source link again to minimize the section, then click Save.  After you click Save, the Tweet or Facebook post will be displayed as a line item in the Associated Posts section. At this point your content has not been deployed/posted, only saved.

You can associate as many Facebook Posts of Tweets to the message as you’d like.

Creating Social Messages, Only

Another option is to create a single or multiple social posts with no associated email message.  To do so, log in and click the  Messages tab. If you have the Message Category functionality enabled, you can select a Category for your message, or create a new one.  Next, type message name in the Create New Message field and click Go.

On the Templates page, you’ll find a special template designed to accommodate social content only.  Find and select the Social Posts Only/No Email Template. (Replace Image).

Next, on the Social Version page, select the social channel and the specific account for which you want to create content.  Type in your content and click Save. After you click Save, the Tweet or Facebook post will be displayed as a line item in the Associated Posts section. At this point your content has not been deployed/posted, only saved. You can associate as many Facebook Posts of Tweets to the message as you’d like.

Scheduling and Deploying Your Social and Email Messages

To schedule and deploy your content, go to the Send tab. In the right navigation, click Send Message to Group on the side menu. Click once on the message you want to send, then click red Send button.

This takes you to the main Send page. Here, under the Select/Input Send Information section, you input a variety of email-related parameters, such as from field, subject line, etc.  In the next section, Schedule Social Posts, you have these options:

• deploy all social content in unison with the email message – either immediately or at a future time.  To do so, select the Post all social content check box, or
• each piece of social content can be scheduled independently by using the scheduler associated with the piece of content.

After you have selected your options and clicked Submit, a Review page will be generated.  Double-check the options you have selected and then click Submit or Cancel if more edits are needed.

Once you click Submit on the Review page, a confirmation message appears and the message is sent to the queue.

This concludes this tutorial.  If you have any questions, contact support at support@realmagnet.com, or call 301-652-5074.

There are three categories of reports available in Real Magnet’s Social Reporting Module:

• By Channel (i.e. Twitter, Facebook, Real Magnet)
• Comparative
• By Categories

Within these categories, there are numerous report types…more on this in a moment.

Every report includes some or all of the following functions, which can be accessed by selecting the appropriate icon in the report header.

Modify Report – Allows users to change report parameters, including time frame. Default time frame is previous month.
Show/Hide Column – Allows users to add columns to (representing a variety of values) or remove them from are report.
Show percentage/number – Allows users to toggle between raw numbers and percentages.
Preview Post – Allows user to preview Facebook post or Tweet.
Return to Parent Report - Allows user to return to parent report when viewing a details report.
Search –Allows users to search for a report by keywords.
Print – Allows users to print a report.
Export – Allows users to export a report.

Many Social Reports are displayed in a grid, such as the Twitter Engagement Metrics Report displayed below. Any grid report can be sorted by any column by clicking the label in the column. Additionally, numerous grid reports allow you to drill down and get the details of a particular Facebook post or tweet by clicking the Details Icon .

Below is an example of a details view.  It shows the details of a Facebook post.  You can access details on Comments, Likes, and Clicks by clicking the appropriate links in the upper left.

And a details view of a tweet looks like the image below. You can access details on Retweets and Clicks by clicking the appropriate links in the upper left.

Reports by Channel

For Twitter, there are 6 reports and 7 for Facebook . The 6 reports common to both are:

Trend Report – Line graph of all tweets or Facebook posts deployed in a given time frame (default is last month).

Engagement Metrics – For Twitter, displays grid-view of all tweets in a given time frame (default is last month) along with details on Retweets, Mentions, and Clicks. For Facebook posts, it displays all posts in a given time frame (default is last month) along with details on Comments, Likes, and Clicks.

Insights (Facebook only) – Facebook Insights provides an overview of the demographic data of your Facebook fans.

Calendar View – Displays schedule of deployed Tweets or Facebooks posts in a calendar format.

Daily Follower/Fan Count – Bar graph of the number of followers (Twitter) or Fans (Facebook) over a given time.

GeoLocation Data – Tracks the physical location of fans or followers who clicked a link in your Facebook post or tweet.

Computer vs. Mobile Usage – Bar graph showing distribution of fans or followers who clicked a link in your Facebook post or tweet by means of a PC versus mobile device.

Comparative Reporting

Comparative Reports compare and contrast the performance of your various communications channels. Currently, there are 5 Comparative Reports:

Trends Report – Line graph comparing the number of deployments and clicks for Tweets, Facebook Posts, and Real Magnet emails over a given time period (default is previous month).

Overall Statistics – Grid view and pie charts comparing the performance of the various channels over a given time (default is previous month).

Calendar View – Displays schedule of deployed Tweets, Facebooks posts, and Real Magnet emails in a calendar format.

Comparative Channel Growth – Line graph contrasting the growth of Twitter followers versus Facebook fans over a given time (default is last month).

Computer vs. Mobile Usage – Bar graph compares the means by which Twitter followers, Facebook fans, and Real Magnet recipients are accessing your messages – via PCs or mobile devices.

Categories Reporting

Trends Report – Line graph comparing the number of deployments and clicks for all messages (social and email) associated with the Message Category.

Category Overview – Grid view and pie charts comparing the performance of all messages (social and email) associated with the Message Category.

Click Comparison - Grid view comparing clicks of all messages (social and email) associated with the Message Category.

Category Messages – Grid view of all messages associated with the Message Category.  For each message, data points in the grid include actual content (social) or message name (email), channel, account, date posted, clicks, and a link to details.

Calendar View – For the Message Category, report displays the schedule of deployed Tweets, Facebooks posts, and Real Magnet emails in a calendar format.

Overall Facebook Category Metrics – Bar graph of Posts, Comments, Likes, and Clicks for all Facebook posts associated with the Message Category.

Engagement Metrics by Post – Grid view displaying all posts associated with the Message Category along with details on Comments, Likes, and Clicks, Date Posted, Date Modified, Account, Message (i.e. associated email message), and Category.  A Details icon also allows you to drill down to view details of a specific Post.

Overall Twitter Category Metrics – Bar graph of Tweets, Retweets, Mentions, and Clicks for all Tweets associated with the Message Category.

Engagement Metrics by Tweets – Grid view displaying all tweets associated with the Message Category along with details on Retweets, Clicks, Date Posted, Date Modified, Account, Message (i.e. associated email message), and Category.  A Details icon also allows you to drill down to view details of a specific Post.

Real Magnet Detailed Tracking Data – Grid view showing data on Delivered, Sent, Opens, and Clicks for all email messages associated with a Message Category.  Details icon associated with line item allows you to drill down for details.

This concludes the Social Reporting tutorial.  If you have any questions, please contact Customer Support at 301-652-5074 or email support@realmagnet.com.

The Quick Post functionality in Real Magnet provides a way to quickly view and deploy social posts.

Depending on your permission level you will be able to perform the following functions:

• View social feeds
• Create social content

View Social Feeds in Real Magnet

With a single click you are able to see all of your social media within your Real Magnet account. The View Social Feeds permission allows you to do the following:

• View your social feeds
• Toggle between different Twitter and Facebook accounts (if your company has provisioned more than one), and
• Toggle between different social channels (i.e. Twitter and Facebook)

You can also access key functionality native to each channel. For instance, in Twitter you can check Timeline, @Mentions, and Retweets. Also, you can mark each tweet as a Favorite or Retweet it.

To view your social feeds in Real Magnet, click the Social icon  located in the upper left corner of every page.

This will cause the social widget to expand.

Toggling Between Different Accounts

Social Magnet let’s you toggle between multiple accounts in each channel (assuming your company has provisioned more than one account).  For example, in the Twitter feed below, two accounts have been provisioned: Marketing and Customer Service.  From the pull-down menu, simply select the account you want to view.

Toggling Between Different Channels

Social Magnet also let’s you toggle between channels.  Click the Twitter or Facebook tab to view the feeds in that channel.

Accessing Functionality Within Each Channel

Within each channel you have access to key functionality. In the Twitter feed below, you can view your Timeline, @Mentions, and Retweets. In addition, you can mark a tweet as a Favorite, Retweet it, or Reply to it.

With Facebook you can Like or Comment on a post.

When you are done viewing your feeds, click the Social icon on the side to close the widget.

Creating and Posting Social Content

To create and post content via the Quick Post, select your Social channel of choice and the specific account you want to post to (if you have more than one), then click Post towards the top of the Social widget.

This expands the Post section to display a text box and other functionality.  Type your content into text box.

For Twitter you must adhere to a 140 character limit. For Facebook, the character limit is 420.  If you go over the character limit, the character count under the lower right corner of the text box will go into the negative and the Post button will be disabled.

You can also include URLs in your tweets and posts by using our Link Shortener. This link shortener allows analytics to be collected on click-throughs in your social content. To add a link, click the Hyperlink icon at the bottom left corner of the text box.  An Insert Link pop-up appears. Type in your URL and click the Insert button.

You also have the choice of adding a link to a Message that has already been created in Real Magnet (for instance, if you’ve created a newsletter and want to post a link to it on Facebook and/or Twitter). In the Insert Link pop-up window, click the Messages tab and from the drop down list, select a Message. When you’re done, click Insert and the shortened links will be inserted.

Social Magnet also let’s you associate a Quick Post with a Real Magnet email Message or a Message Category for purposes of comparative tracking.  By associating the Quick post with a Real Magnet email Message, you can compare the performance of the Tweet or Facebook post to the associated email message.  To make the association, simply select the message from the Messages drop down.

If you have Real Magnet’s Campaign Categories functionality enabled, you will be able to associate the tweet or Facebook post with a self-defined Campaign Category.  Just select the Campaign Category from the pull-down menu and when the content is posted, it will be incorporated into the Campaign.  For more information on Campaign Categories, click here.

When you are finished creating your content, click Post.  Your social content will be published immediately.

This completes this tutorial on Quick Posts. If you have any questions, contact us at support@realmagnet.com, or call 301-652-5074.

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You will be notified via email when your account is provisioned for beta testing and/or free trial.  In the meantime, visit Social Magnet Central to learn all about the features and functionality offered by Social Magnet.

Work smarter with Social Magnet. Now you can fully manage your Twitter, Facebook, and email activity from a single platform! In addition to this improved workflow, you get unprecedented analytics that compares and contrasts the effectiveness of email vs. Twitter vs. Facebook – helping you to identify the perfect marketing mix.

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A few years ago I was watching a baseball game on TV. I can’t remember who was playing but it was on ESPN, though the ads were probably served through my local affiliate. A pod of commercials came on and I glossed it over, probably to check email. But my ears perked up when I noticed that one of the commercials within the pod – for a national brand sports drink – was in Spanish. It was probably the marketer in me who paid attention, not the consumer. I don’t live in a densely Hispanic region so if the ad was served through a local affiliate it was probably soundly ignored by 95% of the audience. But with the 5% who is Hispanic – the ad very likely had their rapt attention. Despite being meaningless to the majority, the ad appealed to more of its audience than most.

As always, there is a correlation in email as well. Instead of trying to be a little bit relevant to everyone, email can also succeed by being irresistible to a few people. In Part 1 of Targeting with Content, I wrote about the use of narrower or niche newsletters to increase relevance among smaller groups. But you can also target from within your existing newsletters so that they work harder with different subscriber profiles, without the need for segmentation. Here are a couple of ways:

Callouts: Use layout and design elements to dedicate real estate within your existing newsletters to a specific segment. If launching an Executive Update newsletter is too resource-intensive, build instead a “Corner Office” copy block in one corner of your primary weekly or monthly newsletter, which features content relevant expressly to the senior executives in your subscriber file.

Speak your segment’s native tongue: Like the Spanish TV commercial, targeted content can sound foreign to some if its arresting enough to its intended audience. To do this, it has to show considerable empathy and appeal strongly to something unique that an audience segment is intensely interested in. The Spanish TV commercial is both an example and an allegory, as speaking a “language” that your target segment is attuned to hear is necessary. For example, if you are trying to reach an audience of programmers and developers who read your primary newsletter, write the section aimed at them in code or a markup language that looks like a mistake to everyone else, but speaks plainly to your techie segment. If you are trying to reach the social media pioneers in your crowd, weave in today’s Twitter trending topics (complete with hashtags) so they know that you share their interest and expertise.

Hide in plain sight: This approach is the exact opposite of the callout (above). Instead of cordoning off a section of a newsletter to aim at a particular segment every time, drop some extremely narrow content right in the middle – particularly if it is for an audience that you do not need to reach on a regular basis and so can’t justify dedicating some ongoing newsletter real estate to them. If the content (and its intended segment) is well-telegraphed with a clear subhead and if the content is authentic in its composition, it will resonate with the part of the audience you want to reach. If it doesn’t, it may mean that your preferred segment is not subscribing, or that you don’t have their attention anywhere in the newsletter. That’s a piece of information as valuable as a click-through.

Will these approaches be meaningless to the majority of your subscribers at whom they are not aimed? Yes, if you do them well. That is part of the objective, in fact – to let go of the need for all of your content to be a little bit relevant to everyone. It isn’t – it can’t possibly be and you probably have the analytics to bear that out. Focus instead on using your own media more narrowly to lift relevance, drive engagement and build anticipation for the next message as well.

Thanks for signing up for a free trial or demo!  You will be contacted shortly with instructions for starting your free trial or Real Magnet demo.  If you have any questions or want more information please contact Bob Crowley at bcrowley@realmagnet.com or (732) 833-2812.

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