maximize your presence
If utilized properly, social media gives your organization another tool to make and maintain truly unique connections. Knowing what you want out of your social media is the first step. Do you want to utilize social media to bring targeted customers into your product space? Are you trying to strengthen relationships and build social equity? Having an agreed upon, defined purpose will guide your social media operations and allow you to incorporate it into a larger strategic plan.
Tenants of Social Media Metrics
Social media can be a chaotic, fast-paced world that is easy to become lost in. Quantifying your social presence is one way to help give you a better understanding of your digital presence. Mentions is a key metric that tracks the volume of your social presence. Through online tools and strategic searches, you must establish your initial baseline before you measure growth. Sentiment is the emotion behind a post or online interaction. Best way to measure this is standardizing posts and interactions (positive, negative or neutral) while pairing online automation tools like HootSuite's uberVU. Reach is important to note as you grow your audience as it will help you see which of your posts are being received well and should be inventoried by platform (Facebook, Twitter, Pinterest, etc). Engagement measures the volume and frequency of your social media interactions and, paired with these metrics, will help guide how you interact with customers.
Social Media Business Strategy
Step 1: Clarify Your Business Social Media Goals
Just like other aspects of business, specific, measurable goals help ensure that your energy will not be wasted and your efforts will be well organized.
Step 2: Audit Your Current Social Media Status
Start with taking your current social media inventory.
Next, distribute surveys to current customers. Include demographic information in addition to social media platforms they utilize most frequently. Finally, gauge your main competitors' social media presence. Note which platforms they utilize, how frequently along with their perceived strengths and weaknesses.
Step 3: Develop Your Content Strategy
Step 4: Use Analytics to Track Progress
There are plenty of well developed social media analytic tools out there: Hootsuite Pro, Facebook Insight and Google Analytics are examples of analytic tools that all measure different digital presence. Ensure you react to your analytics to support your goals.
Step 5: Adjust Your Strategy as Needed
Images via Hootsuite, Social Media Daily, Social Media Examiner
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Drew Downing, MPH