We live in the age of social media titans. Facebook, Instagram, Twitter: these are some of the most familiar names in the social platform pantheon. Even business owners with the tiniest bit of internet savvy know that social brand promotion is essential. However, your relationship with social media is like a marriage: sometimes you need to think of new ways to keep everyone content and interested. Keep your followers engaged and they’ll always come back for more. Read More
It’s the newest word to describe someone who promotes places and things on social media: influencer. Facebook recognizes that these folks can be a brand’s best friend. The social media platform wants to start facilitating relationships between brands and influencers with their new Brand Collabs Manager. We’re digging into this Facebook dashboard to see what makes it tick and how it can help your brand. Read More
Last spring, it was revealed by The Information that the sharing of original personal stories on Facebook has dropped 20 percent year-over-year since 2015. Facebook says posting is strong but this is because people would now rather share third-party videos and news articles over everything. Read More
It isn’t always you or your team’s fault when your brand gets bad exposure. No sighs of relief should be breathed yet, though. Facebook (as usual) is to blame. Well, actually it is most display networks, but we are focused on Facebook here. The past year or two, brands started to notice Google was allowing any old brand’s ads to run alongside extremist videos as well as on radical news sites. Read More
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).
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:
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.
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.
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.
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!
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.
As a blog writer for Turn the Page, let’s just say I’ve written a lot of posts this week finding some relevance to each unique TTP client‘s industry and the sweet holiday approaching us. So, I thought why not try and add one more to the list in the spirit of all things Halloween.
Here’s my attempt to tie Halloween and online marketing – and find nuggets of wisdom within this “spooktacular” holiday. After all, don’t we all want to “BOO”st Internet presence? Sorry, I couldn’t help myself…
At Halloween: The house who gives full-size candy bars is popular.
SEO Lesson: Go the extra mile with something unexpected.
If you go the extra mile for your clients and exceed their expectations, you’ll not only win their favor, but their loyalty, too. (You go back to that full-size candy bar giving house year after year.) How can you give pleasant surprises to those who do business with you? Start with a free coupon for those who stumble upon your Google Places listing. Or a fun “check-in” deal for someone who says they were at your business on Facebook.
At Halloween: Avoid slutty costumes. Especially as an adult.
SEO Lesson: Post professionally.
Simply put – have class when it comes to your social media. We realize that it’s “social” – however, you still represent a business. Make sure your tweets on the business Twitter account have to do with your positioning. Double-check that you’re using Facebook as a “page” if you’re making business comments. And this should go without saying – but ensure that anything that is posted on your YouTube channel is clean and professionally appropriate.
At Halloween: Some people like to be scared. Others hate it.
SEO Lesson: One size doesn’t fit all in online media, either.
There’s not “one formula” that will work for everyone – when it comes to just about everything. People are different. Some are thrill-seekers, others like to play it safe. So when it comes to marketing, some people will be all about your YouTube videos and interacting with you on Twitter. Others will rather check out your website and give you a call. To make sure you have a broad reach, have an online strategy so that people can comfortably learn about who you are, what you do, and contact you in their own style.
At Halloween: Free candy is a great way to meet the neighbors.
SEO Lesson: Use linking as a way to meet your neighbors.
If you’ve spent any time with Rob, Placher or Elisa – you probably know the power of a link. If you don’t – set up a meeting with them now. Linking strategy is huge in social media. Links to and from your website are a great way to build your online presence. Just like free candy gets you to knock on a stranger’s door – use the opportunity of link exchanges to pick up the phone, or email, that guy or gal you’d like to know and associate with.
At Halloween: Plan to be eating candy until Christmas.
SEO Lesson: What you do now may not show up until Christmas.
If you do trick-or-treating right, you’ll have pillow cases of candy that can last you through Christmas. Social media can work in a very similar way (ahem, as Halloween candy weight gain.) What you do now may not show up until Christmas. Sure, you may get a surge of activity when you start (let’s call it an online ‘sugar high’), but a lot of online marketing is gradual and builds over time. Your presence on Facebook, Twitter, LinkedIn, YouTube – your business listings, reviews, website optimization and blogs – all of this will eventually get you a solid online presence. The goal is consistency – if you keep it up, you’ll see results in a few months … and more.
Very soon Facebook will be launching the new Page Insights, specifically designed for Page Owners who use Facebook as a marketing tool to measure the size and engagement of their audience. With the new Insights information easily accessible, Page Owners will be able to see how their posts, blogs, questions, ‘likes’ and fans affect the total marketing performance of their businesses and services page.
What You Need to Know About Insights
The Insights information will be collected and provided in four metrics:
- Total Likes – The number of people who like your Page
- Friends of Fans – The number of people who are friends with your fans, including your current fans
- People Talking About This – The number of people who have created a story about your Page in the last seven days
- Weekly Total Reach – The number of people who have seen any content associated with your Page in the last seven days
The data will be available in the dashboard of the page or can be exported to the file formats .xls and .csv and can be selected within the date range you choose. The two metrics, Total Likes and People Talking About This will be visible to anyone visiting any Page so it is key to keep up with regular posting and engaging with Fans, because everyone will see!
As important as it is to stay interacted with Fans and to be consistent about posting blogs, pictures, questions, etc, it is just as important to know what the Fans are most interested in that you share with them. With the new Page Insights, there is a section designated to your posts and the feedback from Fans. Here the post and date of the post will be listed along with:
- Reach – the number of people who have seen your post
- Engaged Users – the number of people who have clicked anywhere on your post
- Talking About This – the number of people who have created a story – linking, commenting, sharing, answering a question, responding to an event – from your Post
- Virality – the number of people who have created a story from your Page post as a percentage of the people who have seen it
The information from this section, also available in graphs, will help narrow in on what is most interesting to the Fan and what they engage in the most whether it be posts about topics of the industry, pictures of products, questions asked of an opinion, etc. There is no end to what you can provide your Fans and from this Page Insights data, you will now know what is the most effective at catching their attention, specifically to your Page.
Know Your Audience
Page Insights will also have tabs: ‘Fans’, ‘Reach’, and ‘Talking About This’ that will allow Page Owners to learn more about who is interested in their page by not only their preferences in your activity but to where your Fans are located. The tabs will allow insight into who your fans are as to demographics and location. The fans are broken down into six age categories, gender as well as countries, cities, and languages and further categorized into the tabs:
- Fans Tab – who your fans are and how you acquired them. Page ‘likes’ are broken into the categories New Likes, Unlikes, and Like Sources: on your page itself, the news feed, ticker story, ads or sponsored stories, Facebook recommendations, mobile devices, other pages that like your page, timeline edit, page browser, like box or like button, new user wizard, admin registration, and admin invite.
- Reach Tab – who you are reaching and how you did so whether the organic, paid or viral channels. A frequency graph available shows number of people who saw your Page in last seven days and how many times during the day. A ‘Visits to Your Page’ graph breaks visits into two categories: total number of page views and unique visitors.
- Talking About This Tab – helps the Page Owner understand who is talking about their Page and what types of stories are being told to friends. The graphs ‘Talking About This’ and ‘Viral Reach’ show the number of unique people who have created or published a story by a friend about your Page for last seven days, within a selected date range.
Using This Information Wisely
There is going to be a whole lot of data available to Page Owners who use Facebook as a vital part of their online marketing campaign. Using this information wisely, as well as often, is not only going to boost their presence on the popular social media site but ensure that when Fans are seeing their Page, they are seeing the content that matters the most to what they care about.