Using HubSpot To Manage Your Social Media Profiles

November 28, 2013 Hayley Mullen

We’ve covered a lot during HubSpot month so far, from syncing CTAs to effective lead scoring to supercharging your email marketing. But, HubSpot being an all-around inbound marketing juggernaut, it doesn’t stop there – it also lets you manage and track your social media profiles from within the platform.

HubSpot’s Social Inbox allows you to publish, monitor and track a variety of social media channels right from your HubSpot account. It also pulls them directly into the sales funnel, so you can see whether your tweets and Facebook posts are actually driving leads. VERY COOL for companies (and people) who invest a lot of time and energy in their social media strategy.

Enough chit chat though. Let’s dive and see what you can actually do with it! We’ll use Twitter as an example to keep things simple.

Setting up

From within your HubSpot account, head to Social → Social Settings to connect your Twitter profile. From there, you’ll be sent to Twitter to authorize HubSpot access (make sure you’re logged into Twitter before integrating with HubSpot) then directed back to HubSpot. Your Twitter profile and avatar will then magically appear – just hit “Enable”. This kicks off the Social Media Monitoring tool, and will create a selection of streams that you can then – you called it – monitor.

Note: You can also add Facebook, LinkedIn, Google+, Pinterest, YouTube, Xing and blog feeds.

You’ll notice a few checkboxes next to your Twitter profile marked Follow Me, Reach, and Auto-Post.

Enabling Follow Me adds that social media profile to your Follow Me modules, which can be inserted into any HubSpot pages and embedded in non-HubSpot pages. Enabling Reach lets you see the growth of your audience over time, and Auto-Post means that, in this case, a tweet with a link will be generated automatically once your publish a blog piece (something we don’t use, but could be great for teams who don’t have the resources to have someone manually write tweets for them).

Publishing

Yes, yes – you’re able to create and publish social media posts from within HubSpot (it’s almost like they never want you to leave). There are two ways to do this: In bulk and one by one.

Scheduling tweets in bulk is done by uploading a CSV/Excel file with the dates formatted as mm/dd/yyyy and using a 24 hour clock. Don’t worry – you can download a template to make sure everything is in proper order.

Or, you can compose your message right there on the spot and schedule each one out accordingly. Just hit Compose a message and follow the prompts. You’re able to do everything you would in other social media management platforms (like Hootsuite), like add a photo and see your character countdown – BUT can also group your social media messages by HubSpot campaign, so all related content is in one place within your HubSpot account.

Reach

Since you enabled Reach in the previous steps, you can now check in to see the growth of your social media community over time. It gives you an overall look, via graph, at how each medium is performing as well as a rundown of your past month’s and average monthly growth. You can choose to view your reach over the last 3 months, 6 months and 12 months.

Monitoring

This is where things get really cool (and where you’re most likely to lose yourself down the rabbit hole). All of those streams you created when checking off the Social Media Monitoring Tool are stored under Social → Monitoring and give you a ton of insightful information.

HubSpot pulls information from the Twitter accounts of each person/account that you follow, as well as those who retweet and interact with you. This gives you context around who is engaging with your brand and allows you to segment and respond accordingly. You’re able to do everything you would within your Twitter account (reply, retweet, favourite, share and email).

You can also create your own streams around industry thought leaders, Twitter lists, specific words or phrases, or contact lists that you have in HubSpot, so you can actively monitor (and insert yourself into) conversations that your audience is having. Bonus: If anyone in these streams are in your HubSpot contact lists, they’ll be marked with what lifecycle stage they’re in (e.g. Qualified Lead).

The idea behind Social Inbox is to make social personal, faces to and context around who is interacting with your brand on social media so you can, in turn, deliver personalized responses. But this only scratches the surface of what you can do with it! Head here for a series of eBooks from HubSpot Academy that will teach you about every part of it.

Want to learn about how you can use HubSpot and Uberflip together to supercharge your lead generation and conversion? Request and demo and we’ll show you!

About the Author

If you follow Uberflip on any of our social media channels, you're already familiar with what Hayley does! After two years of working in startups, she joined Uberflip as Community Manager, where she attempts to put her copywriting background to good use.

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