Measuring your results is almost as important as making consistent and engaging posts. The Necessity of Measurement Tracking, measuring, and analyzing your results allows you to see what sort of content works well (and what tanks), what time and days are optimal for posting, which sites see more user engagement, and hopefully, which sites generate leads, website traffic, and/or sales. Plus, if you work for a company who wants to know the ROI of social media marketing, you’ll need the proper metrics in order to determine the effectiveness of your social marketing.
What to Measure I’m sure by now you’re going to get sick of me saying this, but again, knowing what to measure all goes back to the specific goals you decided upon for your social marketing needs — it’s not one-size-fits-all.
Measurements that will assist you in analyzing how well your campaigns are working on social media
For most platforms, social marketing should remain conversation-friendly. The more users can relate to you (or find you funny, intelligent, witty, charming, trendsetting, and/or informative), the more they will want to interact with you. (Do keep in mind, however, that if you ask a question and no one replies, it’s not necessarily the case that you’re doing it all wrong — because that will happen more often than not.)
This refers to people who share your content. Keeping track of shares, retweets, and reposts can give you an idea of what your customers are truly passionate about. People who share or amplify your message can often be considered “Influencers”, or, people who have the likeliness to turn others on to your brand in a positive manner.
Those who trust these influencers’ opinions will automatically have a positive opinion of you. Continue to produce content that this person may share, and always — always — give thanks or acknowledge your influencers. They are helping your business grow. Make them feel special.
In the past, the goal was to get the highest numbers of followers out of all your competition. Noticing every single “unfollow” was a terrible thing, getting in the way of you winning the popularity contest.
Well, times have changed. Now the focus is on quality over quantity. While you still want to build awareness of your brand and gain followers, you should aim to capture the right audience, not just any audience.
This is the philosophy of Depth vs. Width. Would you rather reach tons of users or the right users? This is also why unfollows aren’t as evil anymore. Don’t take it personally, and don’t look at it as a reason to change directions on the content you’re sharing. The exception: unless you have received several unlikes on a particular day, which is usually a sign of inappropriate or irrelevant content; or many days in a row, as you might be using the wrong tone of the post.
This one should be pretty obvious, but you’ll want to keep track of which content people like, favorite, heart, etc. the most, as it’s an indication that your audience wants to:
•Know more about a particular topic
•See more photos of a specific subject/locale
•Hear more about a person And so on.
5. Site Referrals
If you don’t already have analytics software like Google Analytics set up for your website, consider registering for an account (it’s free) so that you can keep track of which social media sites send leads to your website, along with what particular content brought hem there, what else they looked at, what their general interests are, and how long they stayed on your site. (Among many, many other metrics that Google can track.) These insights will help guide your content selection when you go back to the planning stages, as well.
•Engagement, to determine reliability and community
•Amplification, to determine audience influencers
•Followers, to track ebb and flow
•Enthusiasm, to discover audience interests
•Site Referrals, to track website traffic
•Remember, measurement takes time but is important
Finding Your Voice As A Brand
Have you figured out your brand’s personality yet? We’re going to use that, plus an in-depth look at your audience, to develop your posting voice.
Creating Your Customer Persona
A Customer Persona is a combination of your ideal customers’ personalities blended into one semi-fictional person.
When creating your customer persona (or personas), answer these questions to really hone in on your audience, so that you can discover their needs and desires, and deliver them solutions:
•What ages are my customers?
•Where do they live?
•What is their typical income?
•What are their jobs?
•What do they do for fun?
•Are they parents?
•How old are their kids?
•Are they in school?
•Are they funny?
•What are their biggest fears?
•What are their goals?
•What service do you provide that they can use?
This can give you a good head start in finding your customer persona, which will, in turn, help you find your voice.
Finding Your “Tone of Post”
There may be some trial and error in finding the right way to write your posts, but that is good — what might seem like a failure or setback can actually propel you into the right direction. So don’t get discouraged if you don’t receive much engagement from followers! Different tones of voice fit different businesses.
A Children’s Birthday Party Planner will have a more cheerful “tone of a post” than a nonprofit that aims to research childhood cancer. Here are some examples of how using different tones can change the context of a post, even if it’s about the same topic.
The first revisits our Organic Skin Care business; the latter is a home-solar sales business.
Let’s see how these two different companies would create a Facebook post that shares the link to an article on a topic that both companies share a passion for Green living.
Link: An article about how to make do-it-yourself natural cleaning products Organic skin care:
•The audience is 20–30-year-old women, in college, post-college, new mom, yoga enthusiasts, who live in larger cities (NY, Chicago, Miami, etc.).
•Post: “You already look fab, now make sure your home does, too, with these DIY cleaning essentials! And guess what — they’re green! [LINK]”
Home Solar Sales:
•The audience is 35–55-year-old men and women, new homeowners, post-grad, eco-conscious, tech-enthusiasts.
•Post: “Keep your home healthy with these money-saving, do-it-yourself cleaning products, made from all-natural ingredients that you can find in your pantry.
Make it A Conversation
A few Years ago, a study conducted by Edison Research showed that 2/3 of consumers who contact or tag brands on social media expect a response the same day. Since then, not only has smartphone usage increased by leaps and bounds, so has the number of people who are registered on multiple social sites.
Does this mean you need to weave your life around your company’s Twitter page, ready to answer at the drop of a dime? No; especially if it’s 11:30 on a Saturday night and you’ve had some wine.
But, should you try to respond to every comment made to you, or that you are tagged in? Yes. If it takes a while to answer, lead with an apology, such as: “Sorry for the delayed response, but yes, that product does come in purple! 🙂 ” If someone says “thank you” always respond with “you’re welcome!”
The exception: Don’t feel the need to interrupt conversations, like if someone wants to show your content to a friend by tagging them: “Mary, check this out!”