Directly connecting social media activity to sales is an ongoing challenge for many businesses. The problem is that attempting to find a ‘direct connection’ to some extent ignores the ‘social’ aspect of social media, as well as the non-linear path to purchase.
Another week, another social media blunder. How to avoid being in the headlines for all of the wrong reasons.
For many businesses and brands, success on YouTube remains elusive, and to many, the challenges the platform presents can seem insurmountable.
There are, however, some powerhouse brands that are thriving on the platform.
Why are we all so eager to spend as little time as possible on our business’ social media marketing efforts?
There tends to be a strong correlation between the time, energy and effort put toward implementing a smartly crafted social media strategy, and expected results.
Twitter’s downloadable analytics are far from being as robust as social media juggernaut Facebook’s, however, there are still a number of ways that you can slice and dice the data provided to glean deeper Twitter insights.
It is important to be clear about the distinction between strategy and tactics because misinformation leads to bad decision-making. There is too much at stake for this to not be perfectly clear.
There are many ways that you can use social media to great effect that have absolutely nothing to do with creating content.
There are a huge number of ways that social media advocates can have a positive impact on your business.
The challenge is that identifying advocates isn’t always a simple task, and more challenging still is finding ways to encourage those advocates to sustain high-levels of involvement within your social media communities.
Building trust can lead to increased loyalty, build advocacy, create evangelists, improve the potency of your marketing messages, mitigate customer churn, and generally strengthen the emotional connection people have with your brand.
The problem with ‘engagement’ is that it doesn’t tell us much at all. It’s not really a definitive indicator of anything except that someone clicked a button, or mashed a few keys on their keyboard.
Properly responding to audience-initiated dialogues on social media is a great opportunity for you add value, increase affinity, build advocacy, and develop relationships with individual members of your community.
It’s clear that engaging your business’ audience on mobile social media is becoming increasingly critical.
The trouble I find many businesses have isn’t about realizing that mobile is an important platform on which to have a solid presence, however, it’s how to establish that presence, and where.
Real-time marketing is here, and it has been here, to stay. There is huge opportunity for businesses and brands to interact with their audiences in real-time.
Businesses and brands, however, shouldn’t one day per year get a ‘real-time war room’ together and hope for some serendipitous opportunity to present itself, or worse, shoehorn their message into a less than memorable moment.
Visible Measures reported that Super Bowl ads saw a total of 370 million online views last year, and ads released ahead of time received between 200-600 percent more impressions than those that didn’t
So, this is all well and good, but what can be learned from this phenomenon and applied to your business?
In effort to shed some light on how Twitter can help small and medium-sized businesses (SMBs), Twitter engaged Market Probe International to conduct research in hopes of proving how their platform can lead to real business results.
Some interesting findings emerged that – surprise, surprise – demonstrate that Twitter can indeed have a positive impact for SMBs.
In my experience, job descriptions tend to kind of just… well… be job descriptions.
What I mean by that is that they’re not exactly the first thing that businesses think about when conceiving of ways to push their business forward, promote and lead innovation, build and sustain brand advocacy, and ensure employees and coworkers are driving forces behind organizational social media success.
As the volume of content being created and published continues to explode, finding every opportunity to place your content in front of as large a proportion of your audience as possible is of utmost importance to maximize results.
You shouldn’t simply follow best practices.
Setting goals and objectives to guide your social media marketing activity is critical to ensure that your efforts are making a meaningful and positive impact on your business.
Without well-defined goals and objectives, there is no way to determine what success looks like, no way to measure success, and no way to optimize. In short, without established goals and objectives, you’re completely flying blind.
For a medium that is supposed to be intrinsically social, much time can be spent on social media without having meaningful conversations.
This is particularly so for businesses and brands, where many use social media platforms not necessarily to be social, but to broadcast their message.
By their nature, best practices tend to be generalizations. Typically, they don’t specifically address your unique situation, opportunities and challenges. And getting too caught up in following best practices can affect your comfort and willingness to take a chance and do something amazing that may be contrary to conventions.
Through social listening, reading reviews and comments, and paying attention to competitive communities you can learn what you’re doing well, what needs improving, and gain a stronger understanding of what you can do to enhance the performance of your business.
Despite having an amazing opportunity to initiate and sustain meaningful dialogues with their consumers, many brands treat social media primarily as a broadcast platform.
Social media marketing is perfectly suited to sustain relationships with your consumers, even after they’ve made a purchase.
An effective social media strategy that accomplishes this will result in sustaining and strengthening loyalty, and will ultimately result in higher repeat purchase intent.
As I’m sure you have, I’ve been exposed to a number of ‘best practices’ about how many tweets a company should publish each day. The number given has varied widely, but I’ve seen numbers as high as 30 or more being recommended to maximize engagement.
Consider re-thinking best practices for how many tweets to publish each day.
Failing to properly promote your content means you’re missing out on maximizing the ROI of your social media and content marketing efforts.
So, what to do?
Consumers’ brand preference and purchase intent is being influenced in the pre-market stage of their purchase path. That is, they are making critical decisions that will influence their purchases even before they are thinking about making a purchase.
Conducting consumer research via social media affords many benefits versus traditional methods such as recruiting for in-person focus groups. It can be significantly less expensive, you can question your audience at a moment’s notice, you are more likely to get genuine responses, you’ll avoid having a single overbearing participant sway the opinion of a larger group, and it’s more flexible and adaptable.
You’re creating an abundance of highly valuable social media content for your business’ blog, Facebook page, Twitter profile, Pinterest boards, and YouTube channel.
However, your audience just doesn’t seem to be engaging with it. They’re not liking, commenting, sharing, pinning, or re-blogging any of it.
It’s amazing content, so what gives?
For some time, the inclusion of the word ‘media’ in ‘social media’ has sort of rubbed me the wrong way.
It’s that word ‘media’ that I find causes some people to lose sight of how social media can most effectively be used and how it should be measured, and instead they start trying to compare ‘media’ and ‘social media’ on common ground.
I frequently find that there is a tendency for some businesses and brands to gravitate toward creating content that is relevant to them, and not necessarily their audience.
Yeah, yeah, I know. It’s pretty ridiculous that I’m writing a blog post about not writing blog posts.
Anyway, indulge me, and maybe you’ll find something of value here.
The very thought of wanting to ‘remove your business from social media’ is completely missing the point.
You can’t remove your business from social media.
The value for any business or brand of attracting only the most relevant followers and fans on social media – be it Facebook, Twitter, Pinterest, Google+, YouTube, or any other platform – is easy to understand.
So, what’s this article all about then? Why would you ever want to attract irrelevant fans and followers on your social media properties?
The 2013 Grammys were a social media juggernaut, but out on one very big opportunity.
Leaving high-quality comments can demonstrate your expert knowledge, earn you increased exposure, and encourage reciprocation of contributions in your community.
Now is a perfect time to not only enjoy some of the end of year content, but it’s also a great time to reflect on your own year in social media marketing, and think about and plan for your year ahead.
When planning your social media activity, it is critically important to understand your consumers’ natural behaviour on social media, with technology, and in the offline world to maximize the effectiveness of your efforts.
A key step when developing a social media strategy is to thoroughly understand your targeted consumers and community members so that you can determine how to engage and interact with them, what content will be seen as valuable and relevant, and how they use social media and technology.
When developing a social media marketing strategy, it is important to give thought to your relationship strategy, and include this as part of you broader plan.
What business you are in, in the context of social media?
Without acknowledging exactly what business you’re in, it will be difficult, if not impossible, to identify a set of attainable goals and objectives for your social media marketing efforts.