Whether you are preparing yourself for an interview or want to enhance your knowledge. These social media questions and myths will surely help you to achieve your goal.
Question #1: What happens when someone “likes” or “follows” my business page?
When someone follows you or “likes” you, they are enabling you to get your posts or message in front of them each day in their “feed”. Most social networks have an aggregated feed of everyone they are friends with or pages they follow. In this feed are posts. These posts could be personal, advertisements, etc.
Question #2: Do I need to spend all day online posting things?
No, we will talk about this later, but there are schedulers out there that allow you to schedule your social media posts even months in advance. Granted, you should have someone available to respond to comments and questions etc. as they come in, but notifications will alert you to these.
Question #3: What is the main goal of Social Media Marketing (SMM)?
There should be several depending on what your purpose is. If you distill it down, it is to get more leads in your sales funnel. You may want to drive people to your webpage to buy your product or service. You may want to get people to call a 1–800 number. You may want to deliver a message to brand your product or service. You may also want people to visit your blog or buy your book. The idea is to get your brand/message in front of people as much as possible.
Question #4: Are social networks for business just a place to post sales and advertisements?
Yes and no, mostly no. While you do want to advertise and let people know about your sales, even offer sales just for your social followers, you want to give people a reason to follow you. You don’t want to spam them with ads. You also don’t want to be boring. The idea is to provide content each day that people will find funny, useful, or interesting. This will get your followers to engage with you, share your content, and keep coming back for more.
Question #5: What is the 70 / 20 / 10 rule?
In the previous question, I just addressed that you don’t want to simply just spam your followers with ads. It will cause people to “unfollow” or “unlike” you and to stop following you and also they will not be seen by everyone. There is a rule you generally want to follow here. 70% of your content needs to add value for your follower. 20% needs to be sharing other peoples content that your followers will find funny, useful, or interesting. 10% should be about your business/service. (Ads, information, news updates, etc.)
Question #6: Will everything I post be seen by everyone that follows me?
Not necessarily, these algorithms change all the time on what is shown and what isn’t, but just because you post something, it doesn’t guarantee it will show up in a follower’s stream. The more engaging the post is, the more likely it is that it will show up in your follower’s stream. Make it good or pay for it to show up. So those are some general questions, now on to some myth busting…
Social Media Myths
Now you are aware of some of the most common questions and answers related to social media, let’s cover the myths;
Myth #1: All social networking platforms are the same aren’t they?
This is a myth and to be honest, can cost you a lot of money if you treat them all the same. Each social networking platform is vastly different in purpose and execution, or else there wouldn’t be room for them in the market would there?
The truth is, depending on what kind of a product or service you offer, some social networks may be for you, and others may not be worth your time investment or a “value add” as they say.
Myth #2: All I have to do is get a bunch of “likes” right?
No, the name of the game in Social Media Marketing (SMM) is engagement and click through rate in addition to the number of followers. People follow businesses and people because they expect to gain value from doing so and they wish to interact with said entity. To make sure you’re getting the most out of your follower and to increase the likelihood that they will buy your service or product, they will need to engage with what you’re sharing. That indicates they are bought in. Also, it is very common to “unfollow” business or person for not providing interesting or “value adds” content.
Myth #3: My business page and personal page are the same thing right?
No, you need to have a separate page set up for your business or service. The reason for this is the rules of engagement and interacting are different for the two. Insights and analytics are typically completely different as well. If you are a professional, you need a business page.
Myth #4: So my personal page is useless?
No, not at all. This is an area of opportunity for fans and followers to interact with you on a personal level and gives an extra layer of intimacy. These are different rules to strategy on a personal page that you are using professionally.
Myth #5: But I can’t measure the success I am having on social networks can I?
If you can’t measure it, it isn’t worth doing. Good thing is, you can measure the success of your social campaigns. Excellent Segway into examining what you should be measuring…
This may be unique depending on what you are trying to accomplish, so we will keep this in a general sense. This section also assumes that you are ready to track these month to month in order to make adjustments and improve areas that you are struggling in and leverages areas that you are acceding in. Want some FREE handy dandy spreadsheets to help you track your success? Head on over to my site at http://www.williamtannerrankin.com So, what should you be tracking? (This is also generalized because these metrics are unique to the social network as you don’t interact the same way with each social network)
Likes / Followers Reach / Paid Reach Click through rate Visits from Social Network (visits to your website directly from a social network and which one) Engagement Types of posts that illicit the most engagement (to do more of) Types of posts that illicit the least engagement (to do less of) Sales / Subscriptions What time posts are effective for your audience?
That sounds great, but how do I do all of that? Let’s look at some tools.
Tools To Measure Your Social Media Campaigns
DISCLAIMER: These are tools that I recommend, not the only tools. So if some of your favorite tools are left off of this list, I personally apologize.
Facebook Insights: Facebook themselves offers a fantastic and free CSV (comma separated value) file found on their insights section. It’s a spreadsheet that you want to break down by post level data that will allow you to identify your reach and engagement as well as what posts illicit the most engagement and which ones do not.
Google Analytics: Another free tool that most people associate with SEO but should associate with social. You can set up goals to identify when you’ve made a sale from social. You can also track how many people came to your site from which social network and even if they did so on a desktop browser or mobile.
Hootsuite: This monthly subscription service provides excellent benefits. Firstly, their reporting features are excellent as you can track followers, engagement, click through, and a slew of other metrics, but they also have their own link shortening. Why would you want to shorten links? You only have so many characters to work with on social sites so pasting long URL’s eats up your room for content very quickly. Another great thing about Hootsuite is that it allows you to schedule all of your social media posts more than a month in advance by populating spreadsheets and uploading them. It also has a very useful Google Chrome extension to make sharing on the fly easy. I’ve only scratched the surface of the functionality here, I recommend checking them out in more detail.
Klout: Klout provides a “Klout score” or a numerical value ascribed to your popularity and effectiveness across all of the social networks you belong to. This is a good “health of my social campaign” number to monitor. Also, it quite literally gives you content that you should share based on the industry you are in. It curates content that will likely illicit engagement and recommends that you share it, as well as makes it easy for you to share.
Google Chrome: Google Chrome is a web browser with extensions or mini-apps that you can use in a variety of ways. In this case, checking your social pages, posting things, pinning things to Pinterest, and so on. If you want to be productive, Chrome has supplanted any other browser out there and makes it easy for you to get things done.
Pages Manager: Facebook’s mobile app that allows you to manage your “Pages” or business pages related to your personal pages. This allows you to track on the fly how many people have seen a post, boost posts (pay for posts to be seen by more people), post, and so much more.
Tweet Deck: This app/service also offers a Chrome Extension and an app as well as makes it easy to manage multiple Twitter accounts and post photos that actually show up in users Twitter streams rather than just a link. Those are just a few of the benefits.
Rafflecopter: This tool makes it easy to host giveaways on your social media sites, email newsletter, and website. It allows you to set the criteria, integrates popular email lists, and creates widgets for you to enter into your website. You don’t even need to know HTML! Rafflecopter also acts as an educating tool as rules and guidelines on social media sites can be tricky and you can’t exactly just do whatever you want. Keep reading as to why giveaways are fantastic for promoting your product or service. Now, if you were to ask me for the one tool or service to rule them all, I would say-
Hootsuite, as it does almost everything you need to do, reports on everything you need to track (mostly), and does so in a clean way as well as offers mobile apps.
I know people that do and monitor everything right from the Hootsuite webpage and never even visit the social media pages themselves. It’s worth mentioning all social networks aren’t supported by Hootsuite at this time, but they are adding functionality so check and see if the ones that work for you are available on the service.
If you have a product or even a service, you should consider giveaways to stimulate and grow your audience, in turn, growing your leads and getting them into your funnel.
ITEM OF NOTE: In one of my other books: SEO For Everyone, I recommend an SEO tool by the name of Moz. It is a fantastic analytics tool, however, it also now offers monthly Social Media analytics. This is great on many levels. It isn’t cheap per se, but it’s well worth the price considering everything that you can leverage from it.
As mentioned above, giveaways are an ideal way to promote your product or service. They are relatively cheap in your marketing budget and get your product in the hands of more people. You can even dictate the giveaways to attract more people to your website or social media page.
For example, if one of your goals of the giveaway was to promote more people to go to your website,; then you would put an email signup through AWeber or MailChimp (tools for email collection/subscription) on your website and direct people from your social media following to the sign up page on your website. You would then select a winner from the new signups in that month of the giveaway.
Item of note: Giveaways in a timing sense, are not overly complicated. You want to give your leads enough of an opportunity to sign up, but not too long to forget about it. As a general rule, 18–30 days is a sweet spot. Or, if you are attempting to drive more people to your social media sites, offer a giveaway that promotes sharing.
For example; make a post that says you are giving away your product or service, and you will select the winner from the people who “share” or “retweet” this post. In the post, include a link to your social media page where they can then follow you. If you are trying to grow a particular social network but you have a solid presence in another, advertise a giveaway on your prominent social network with a heavy following that says that you will select the winner from the new subscribers to your less prominent social network by a given date (as previously mentioned, 18–30 days).
Another good one to get engagement out of your following and also attract more followers is a “caption this” contest.
Post a silly photo of something and then offer the follower with the most creative caption a free product. Want to go one step further? Use any one of the free meme generators online and create the meme of the funny caption and then upload that to your social media sites. Want even more insight on how to take this even further?
Generally, the winners of the free product will be so pleased that they got a free product and happy with your brand, that you can even request a review! (I know this isn’t a conversion rate optimization book, but if you want more sales conversions on your website, the more reviews you post the better.)