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Social Media

KPI or Key Performance Indicator as Concept

Social Media KPIs: Are You Doing It Right?

By | KPIs, Social Media, social media for business | No Comments

A successful social media presence can mean big things for your business, even if yours is a small business. If people are engaging with you and talking about you for the right reasons, your name becomes ingrained in your potential customer base’s mind. And when your business is the first thing that pops into a potential customer’s mind when he or she needs the goods or services you offer, who do you think he or she will call first? Before you can determine if your social media efforts are working, you must first determine your goals and your key performance indicators (KPI).human models connected together in a social network pattern

Set Yourself up for Success: Be Where Your Audience Is

Setting goals and and KPIs is one thing, but you’re setting yourself up for failure if you don’t first find out what social networks your audience is using, and what kinds of content it consumes. The fact of the matter is that people use different social networks for different things. Pinterest users share things like recipes, home decorating tips and craft-making instructions. A floor covering company may see great results, whereas an HVAC company may not see the best results on Pinterest. Facebook may be better for those types of businesses and industries. According to a 2014 study by PEW Research Center, 71 percent of all online adults use Facebook.

What should my KPIs be?

Once you determine where your potential audience is and what social networks is uses, how do you know if you’re reaching the right people? How do you know if your social media time and effort is worth it? First set a baseline. Know your numbers before shake things up. Most social networks have analytical tools for business users. Once you’ve determined your baseline, track the following KPIs to determine if your efforts are helping your business grow:

Reach

The number of fans and followers you engage and participate with on social media is a good indication of your reach. If that follower base grows rather than shrinks, it’s a great indication that you’re doing something right. If more people unfollow your business than follow it, you may want to consider switching gears and changing your strategy. Try changing the frequency or type of content you post to make sure it’s what your audience wants.

Knowing your follower base’s demographics — which can be determined using the social networks’ analytical tools — can help determine the best type of content to post.

Engagement

Not every follower will actively engage with your business. Ideally, the ones who do will be influential in your industry or, at the very least, loyal customers who tell the world how great you are. You don’t want a bunch of fake followers — not in the Jersey Shore sense of the word, but in the actual sense of the word. You want real and relevant followers and fans.

If your audience is liking, favoriting and sharing your posts, that’s a good indication that you’re posting things it enjoys.

Conversation is a two-way street. You want your audience to be commenting on your posts, and you will want to respond in a timely manner to any negative feedback avoid unfollows.

On Twitter, retweets and mentions are king. On Facebook, shares are king. When your followers take the time to take your message and share it with their own followers, they do the social networking legwork for you. Your followers’ followers are potential customers.

Web Traffic Data

One of the biggest KPIs with social media is whether or not your efforts are generating traffic to your website, which details what your business and its services are all about. Traffic to your website means means sales.

Determining the right KPIs is only step one in successful social media marketing. To connect with a skilled online marketing team determined to make it work for you, contact us today online or by calling (816) 527-8371.

 

Why Do You Need a Professional Marketing Company for Social Media?

By | Facebook Marketing, instagram, Online Marketing Strategy, Social Media, social media for business | No Comments

Social Media: Good or Bad for BusinessSocial Media Marketing

Social media websites, such as Facebook, Instagram, and Twitter present unique and modern platforms for businesses to reach customers. Established companies and startups alike have the opportunity to benefit from social media marketing. More businesses are starting to understand the essential role social media marketing plays in the modern professional world. Businesses can use social media to grow awareness for their brand and products and to gain a loyal following. However, social media marketing is much more than simply posting pictures and gaining “likes.”

A business’s social media presence has the power to harm the business just as easily as it can help the business. Making mistakes on social media, from posting something offensive or simply lacking the information and strategic planning that is necessary for a successful marketing campaign, can alienate customers and harm your business. Here are a few reasons why working with a professional marketing company is essential for your social media marketing presence.

Avoid Mistakes by Careless Employees

Almost every week we hear stories in the news about an employee getting in big trouble for posting something offensive, stupid, or bigoted on social media. These inappropriate posts have the potential to create real problems for companies, as they alienate customers and damage a business’s reputation. Even though we all know that the Internet is a public platform on which everything we post remains ad infinitum, people all too often post pictures and statements that are simply unacceptable for a professional business. Example: the group of British bankers who recently thought it would be a good idea to film a fake ISIS beheading and post it online.

Benefit from a Clear, Effective Marketing Strategy

It’s impossible to deliver a concise, effective message to clients and potential clients without a clear social media strategy. In order to optimize the marketing potential of social media, companies must have a distinct voice, calculable goals, and a strategic publication calendar. Simply posting blindly, without the planning and research that good marketing requires, will lead to disjointed posts and a diminished following. A professional marketing company has the means and expertise necessary to create a clear and effective social media strategy that is essential to putting your company on the map and increasing brand awareness.

Legitimize Your Brand

Social media has real power to establish brands as legitimate and earn companies a loyal following. Today, the Internet is the first place consumers look when they want to discover more about a business they are interested in. A company’s social media page is a major part of its online presence. Businesses, especially small ones, tend to have websites that don’t change too much after the initial setup. However, social media sites, like Facebook or Twitter, give companies a fantastic platform on which to update consumers on what’s going on at the business, and to establish a real voice with new posts and photos. A company’s social media page, when done correctly, tells consumers that the company is active and interested in communicating with consumers. Consumers like being able to see how popular a brand is by browsing how many followers it has on Twitter or reading its Facebook reviews.

However, with the good comes the bad. Sub-par social media marketing has the opposite power. When companies fail to make regular, focused posts and aren’t gaining followers, new customers are quickly alienated from their initial interest and the brand no longer seems legitimate. A professional marketing company can help you figure out how to use social media in a way that will legitimize your brand and attract new customers to your business.

Discover How a Marketing Company Can Help Your Business

Do you want a clear, effective social media marketing strategy that works for your business? Take a step forward for your business and call the online marketing team at Turn The Page at (816) 527-8371 or (844) 889-5001 today. Discover how we can use our expertise in social media marketing to bring awareness and new customers to your company.

Clickbait

Why Clickbait Is Killing Your Social Media Efforts and Your Business

By | Small business, Social Media, social media for business | No Comments

What is clickbait? We’ve all seen it before. It can be the, “Watch what happens next. You’ll be shocked!” ads you see on Facebook, or the “You won’t believe this one weird trick,” that leads to useless content. Computer Mouse In Mousetrap

Media influencers have weighed in on clickbait that leads to nowhere. “I scroll around, but when I look at the internet, I feel the same as when I’m walking through Coney Island,” said The Daily Show host Jon Stewart. “It’s like carnival barkers, and they all sit out there and go, ‘Come on in here and see a three-legged man!’ So you walk in and it’s a guy with a crutch.”

Clickbait: A Great Way to Lose Followers

Clickbait can kill your social media efforts because it doesn’t work. Your readers are too savvy to fall for it time and time again. While using clickbait can work–at first–to drive traffic to your website, it rarely converts to leads. The more you disappoint your followers, the more followers you lose, and more than likely, they never return. You want to engage your followers, not drive them away.

Killing It Without Clickbait

While clickbait can kill your social media campaign, some small business have been killing it without a single, “You’ll be shocked.” For example, the Folly Theatre in Kansas City, Mo. wanted to reach a younger audience. They decided to encourage audience members to use their phones during the show. The audience used an app to vote on what they wanted to see and essentially directed the show, making for an interactive and engaging experience.

Simple but Effective

Burger Revolution in Ontario, Canada has a much simpler idea. The restaurant regularly posts the number of remaining burgers for the day, thus creating a sense of urgency. They also post a comment of the day, which is just a daily picture of a user’s comment. You don’t need to lure your followers with promises of shock and awe. Burger Revolution’s tactics are simple but effective, as the best social media campaigns often are.

Enlist Our Team of Social Media Content Creators

The Digital Content Creation Department here at Turn The Page is constantly striving to improve our strategy and practices by improving yours. For help creating quality social media content that won’t disappoint, call us today at (816) 527-8371 or (844) 889-5001!

 

 

 

 

How to Win the Super Bowl

How to Win the Super Bowl

By | Business Practices, Social Media | No Comments

No matter the outcome of the game this year, marketing will surely be a big winner, yet again. But the Super Bowl isn’t just for the big boys. Brands of all sizes can get it on the fun – and cash out along the way. You know your customers will be watching the game, so why not take advantage of a valuable marketing opportunity? We’ve got two quick tips for you to do just that.

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two men facing a camera looking mean

Don’t be a Business Grinch this Year

By | Blog, Customer Relations, Holidays, Marketing Plan, Sales Strategy, Social Media | No Comments

Okay, wait. Wasn’t our Freaky Halloween party just yesterday? Well apparently the holidays are now upon us and in full-force and we all know this is the ideal opportunity for companies to increase their business. We’ve got some unconventional ideas to get customers engaged and keep them coming through the door.

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Business and Social Media

By | Branding, Social Media | No Comments

By now you have surely heard of a little website called, Facebook. Well, maybe not so little these days but when I first heard of the site, it actually was little compared to what it is today. It was very basic, used primarily by students, and my mom most definitely wasn’t a ‘friend’.

What any business owner needs to know about Facebook is listed first on their statistics page: ‘More than 800 million active users’. Further down the page, you’ll read ‘More than 350 million active users currently access Facebook through their mobile devices’. I can’t help it…I’m cheesy and going to say it. If you have your Facebook business page up and running, users (potential customers) literally have your information at their fingertips!

By having a current and active business page, you can engage users (potential customers) daily by posting blogs, photos of products or projects, topics of the industry, deals or specials, events you’re involved in the neighborhood, etc. There is no end to how you can reach out to customers and keep them informed and interested in your business. You probably already know this and I am telling you nothing new. But it never hurts to hear it again that social media does actually work to draw in a customer base.

For example, I am not a car expert. I have one. I have driven a few since getting my license way back when but when it comes to fixing them, oh no. I leave that to the experts. With so many car mechanics out there these days, who does one go to? Unless you have a trusted auto service you and your family
have used for years, today’s consumer needs to do their research and know who they can turn to when they turn the key and hear eeerrrrrkkkkkkkkkk. Click. Click. Sigh (from me). Fortunately when this happened to me last week in Kansas City, I knew who to call immediately who could take care of whatever was going on under the hood. This fantastic auto repair shop in Kansas City that I speak of came by recommendation of a friend on Facebook who had nothing but great things to say of their
work. I ‘liked’ their page because of the recommendation that came so highly but as the weeks
went by, I was really impressed with the interaction this place had with their customers. I knew
that this wasn’t going to be Crusty Bob’s In & Out Auto Shop where the most personality of the
staff was in the hound dog laying at the door.

So I logged on Facebook, because I am most certainly one of those 350 million mobile users, found their phone number, arranged for the kind folks at Sallas Auto Repair to come pick up my car and it was finished that afternoon. All on a Friday. That is convenience and service at its best. There are several social media options out there that draw in users each and every day. If your business isn’t taking advantage of the free and definitely accessible markets already then you might just be the last one left in the yellow pages!

people in magnifying glass

The Boston Marathon Bombings and Social Media

By | Blog, Social Media | No Comments

As most of you know already know, spectators and runners at the Boston Marathon were brutally and cowardly attacked on Monday afternoon.

Living in a world run by social media, most of the information spread yesterday were consumed by people on social networking sites, rather than the major news networks.

Over the course of the day, I relied on social media to provide me with information. These networks included Facebook, Twitter, Instagram, Vine, YouTube, and Reddit. I know I wasn’t the only one. Here are the various uses of how I gathered information during this terrible incident:

Twitter

Like most news nowadays, Twitter was spreading information on the incident well before the main television networks (CNN, MSNBC, Fox News, etc.) were talking about it. I personally found out about the bombing from this Facebook post from Deadspin.

The post was a picture from above the scene where the first bomb detonated. The photo came from Twitter user @theoriginalwak. The caption was fitting considering no one knew what happened at the time: “what the [blank] just happened?”

From there, I was able to follow the story through tweets of people that I know that were in Boston. I had an eye on my Twitter feed earlier in the day because of the Red Sox game going on and noticed that Ramsey Mohsen was tweeting pictures and video from his vantage point of the Boston Marathon. Mohsen is from Kansas City and was watching Ali Hatfield (also from Kansas City) race.

Sidenote: Ramsey Mohsen compiled all of his tweets, videos and pictures on his blog in chronological order.

Ramsey’s sister, Sarah, detailed how she got in contact with her brother to find out he was safe (who then communicated that information to her parents and friends) on her blog.

Twitter accounts such as the @BostonGlobe, @RunnersWorld, @AmalieBenjamin, and @GregHall24 (The Daily Kansan interviewed Greg and you can read about his story here) did a great job of providing a mix of first-hand accounts plus actual reporting and telling people where to and where not to go.

Here are just a few of the tweets that helped paint the picture for those outside of Boston:

 

 

 

 

 

Facebook

Up until I went to college, I lived an hour and a half away from Boston. I have high school friends that now live in Boston and my brother occasionally goes to Boston for business trips. I was able to use Facebook to communicate with my parents to find out my brother wasn’t in the area. I was also able to find out that most of my friends in the area were either in their apartments or they were safely in lockdown in a business.

Vine

The first video I saw of the bombing came from the social network, Vine (which of course, I found on Twitter).

YouTube

A Boston Globe reporter posted the first raw, unedited video of the bomb going off. It wasn’t uploaded onto to the Boston Globe server, but onto their YouTube page.

Google

Google realized that people were looking for information on runners and spectators to see if they were okay. They opened up a system that allowed users to search for people by name and to note if they were safe, injured, missing or they hadn’t been accounted for. They posted this link on their Facebook and Twitter pages.

Reddit

Reddit was constantly updating their main thread. Late Tuesday afternoon, they had six different threads full of sourced information. They mainly were able to aggregate all types of links from YouTube videos to tweets. They did a better job of organizing information than most main news sources.

Negative Comments and False Posts

Unfortunately, there are always some people who use tragedies like this to benefit themselves, to troll, or to just cause confusion. Fortunately, these people are in the minority.

Several people made up lies. One of the lies was about the child that passed away. They used photos of a girl saying she was running for Sandy Hook Elementary. This myth was debunked by the Joe Cassella Foundation on Facebook.

Other people used the attacks to talk about non-important issues like Barack Obama’s presidency, security at baseball games, social media posts from businesses, etc., and some people tweeted out blatant lies (e.g., the death toll). Gawker has a list of all the conspiracy theories.

Social Media’s Impact on the Tragedy

While there were certainly social media posts full of misinformation and deception, there was way more good that came from it. It serves as a reminder that social media is more than just posting funny pictures videos or updates about your life, it can be extremely informational and help people communicate important information.

There were moments when people couldn’t use a cell phone to make a call out of Boston on Monday. During that time, social media helped reassure people that their family members were okay and helped spread information that otherwise would not have been known.

It is in these moments when it is a good idea to be socially connected to the world because it might not only be the best way to communicate, but it could end up being the only way to communicate.