Be a Social Media Butterfly
Why Social Media Savvy Is Your Business, Part 1
Social media is not a trend or a flash in the pan – it’s here to stay. Platforms are proliferating and billions of people are populating them. Businesses have taken to many of them as well – Facebook, Twitter, Instagram, etc. – going where their customers and prospects go. Making sure they’re seen and hoping for at least some brand awareness.
But social media is so much more than a static ad on Facebook or pay-per-click Google ads. It’s about creating interactions, guiding conversations, and getting your audience thinking the way you want them to think – becoming an industry influencer.
All that activity can’t just happen when you have time to get to it. And you certainly can’t expect to see ROI if you take a “set it and forget it” approach. You need to be dedicating serious time and thought to how you’re going to approach each platform, what you’re messaging is going to be. In short, just like your marketing and advertising efforts – social media needs to be a part of your overall communications strategy.
But where do you even start?
Let’s begin with 3 BIG questions you ask yourself before you dive headfirst into social media depths.
QUESTION 1: What Social Media Platforms Should You Join?
You’d think the answer is a simple one – the popular ones. While that’s partially true, it’s far from a complete answer. You need to be part of the platforms that are the most effective for your needs. To give you a head start:
LinkedIn for example, is a great place to begin – it’s the source for about 46% of social traffic for B2B blogs and websites and 80% of B2B lead originate on the platform.1
Twitter has 330 million monthly active users and 145 million daily users. It’s also been shown that 77% of Twitter users feel more positive about a brand that has replied to their tweet.2 That’s why you need keep those conversations going.
And of course, Facebook – literally billions of users – 91% of them looking information on products and services on the platform. 74% of those same users visit Facebook several times per day. I think you get the picture.
QUESTION 2: What Are Your Business Goals?
You probably want to accomplish a lot if you’re going to invest your time and effort into social media. But now it’s time to start getting specific with your ROI. Above all, it needs to be measurable. For instance, if you’re trying to build up and audience, how may followers do you want to gain by the next quarter? Or, by what percentage do you want to increase for website traffic? What about conversions via social media – what percentage are you looking to achieve?
QUESTION 3: How Do You Track Your Progress?
It’s great to have your measurable goals decided on – so the next answer is just how you do the measuring. There are a number of tools out there, both free and paid. No two are alike and have their strengths and weaknesses. It’s best when you shop around for the tools to keep mind what you want to accomplish and see how well these tools can track and provide that particular information. A few examples:
Perhaps the most well-known is Google Analytics, which can tell you how many visits you’re getting on your website and the number of conversions that are coming from blog posts.
HubSpot Social keeps track of social engagement and mentions, comparing results across different platforms, campaigns, and posting schedules.
CoSchedule monitors post engagement and provide very detailed reports and gives recommendations on the most effective content to post and the days and times to post it.3
There’s still more questions that need answering before you can truly begin, but hopefully this will give you plenty to think over while you wait for Part 2.
JOTO PR Disruptors specializes in social media PR and knows just how to establish goals and achieve measurable results. We can answer your questions and help you create a social media plan that fits into your overall business plan. Contact us for a free social media monetization evaluation today.
- 99Firms.com, ”LinkedIn Statistics”, viewed 25 September 2020, 99firms.com/blog/linkedin-statistics/#gref.
- Smith, Kit. “60 Incredible and Interesting Twitter Stats and Statistics”, BrandWatch.com, 02 January 2020, brandwatch.com/blog/twitter-stats-and-statistics.
- Lobell, Kylie Ora. “How to Create a B2B Social Media Strategy in 9 Easy Steps.” madison/miles media, viewed 13 January 2020, madisonmilesmedia.com/blog/how-to-create-a-b2b-social-media-strategy-in-9-easy-steps/.