Continuing from our last post about 8 critical things businesses need to know before their start their social media management efforts… here’s #4-6:
4. Measure Performance
Be specific about your social media management expectations and what metrics you’ll have in place. Skipping this step is gonna make annual performance evaluations a painful process. Take a snapshot before they start so you have a benchmark for improvement (hopefully) and key indicators you’ll use to determine success or failure. Beyond SoMe measurement tools, consider tagging concatenation so you can measure specific posts that drive traffic to your website.
5. Content is King
Trite but true. The first step in converting looky-loos into paying customers is engagement. And, social media requires great content to engage. To capture those leads you need tantalizing tweets, beneficial blog posts, and other goodies on your website. By serving up delicious freebies your reader won’t have a problem giving up contact information (e.g., email and phone number) in exchange for great information.
Your social media management strategy should also have specific goals in order to calculate Return on Investment (ROI). Beyond the number of followers on your Twitter account, be sure to measure sentiment, influence, engagement and generosity. If this is greek to you, we suggest reading Guy Kawasaki’s latest book “Enchantment.” He explains how to influence what people will do while maintaining the highest standards of ethics while doing it. Don’t want to read? Then this 2-minute video of Guy explaining Twitter 101 may help.
Don’t touch that dial! We’ll be back with Social Media Management Tips 7&8 plus a bonus round.
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