Over the past few years, the role of social media in digital marketing has grown at an astronomical rate. And this channel shows no sign of becoming a less influential part of online business. Companies and individuals widely use it to expand their reach, to develop relationship with partners and influencers and to grab customers’ attention.
So how can you get the most out of social media? What is the best way to incorporate them into your overall marketing strategy? How do you avoid big mistakes and measure the effectiveness of your social media strategy? Our Twitter chat participants and special guests, team of social media tool SumAll, have the answers to all of these questions!
Let's start with statistics. We asked our participants which social network they prefer and why. Here you can see the number of votes for each of them. As you can see, the leader is Twitter, but as Matthew Young @MatthewAYoung says your choice should "depends on the business and the audience for that business, and where they can be found."
Twitter's biggest plus – it's all about being quick and keep your messages short. This mix gives immediate response and the highest engagement level.
— Cherry Kwan (@kwanstaa) April 29, 2015
Let's take a look at other social media platforms and discover their main advantages.
— Kelly Ahern (@kelly_ahern) April 29, 2015
A1: i'm going to go with G+, even though i absolutely hate it as a social network, it has more value from a search perspective. #semrushchat
— Anthony Randall (@tonyxrandall) April 29, 2015
— Andrew Epperson (@eppand) April 29, 2015
As you can see, each social network matters. On our next questions will take a closer look on strategy development and find out how to get the best from every social platform.
No single marketing activity exists alone. If you’ve just started to think about adding social media integration into your marketing mix, I have bad news for you – you might miss out on a lot of opportunities. If you want to avoid this, we’ve got some tips and tricks that will help you to get more out of social media than with other marketing activities.
A2: Social media helps with branding, content marketing, thought leadership and so on! #semrushchat
— KoMarketing (@KoMarketing) April 29, 2015
I think known that social media can help with a lot of marketing issues. Let’s take a closer look at each of them. First of all, let’s talk about content distribution. “Take advantage of all of your site's content and use social media to share/viralize.” - Erik Campo @erikcampoparra.
A great thing about social media – you can share more than just up-to-date content. Different social platforms provide different opportunities to promote content that was published months ago. Key thing here – repurpose and reuse. Just don’t be too pushy!
Q2: Content marketing & social should go hand-in-hand. But remember the general 80/20 rule - don't just share your own stuff #SEMrushchat
— Andrew Dennis (@AndrewDennis33) April 29, 2015
This simple rule will also help you with relationship building – give credit to other authors and share opinion leaders’ content. It will help you to diversify your news feed and make new connections.
Social media will help you establish your brand name and increase its visibility. Along with valuable content and proactive positioning, social media is all you need to build credibility and further your influence.
All this hard work, first of all, requires consistency. Remember that constant effort and a well-developed plan can lead to success.
A2: 1: set up a plan, establish goals. 2: Be consistent, in posting, content, brand. 3. Cross-post, but tailor to platform #semrushchat
— Medium Blue (@MediumBlueSEM) April 29, 2015
First of all, before we discuss specific metrics, let’s talk about the measuring process in general.
This quick plan by Rohan Ayyar really describes it all – it doesn’t matter how you measure your results, they only matter if you compare them to your business goals. There are a lot of metrics that can be tracked and a lot of tools that can provide you with this information. But don’t overload yourself with data! Projecting your business goals onto your social media strategy will help you determine the right ROI metrics.
A3. Non-profit? ROI = raising awareness. B2C? ROI = Connect with consumers. B2B/Industrial? ROI = show off your expertise. #semrushchat
— Ecreativeworks (@ECWseo) April 29, 2015
A great example of ROI measurement tied up with business goals from SumAll:
Yes, social media can be a powerful selling instrument, but thinking of it as a selling channel is a mistake.
A3. Redefine what social ROI really is. SMM is not a money, money out venture #semrushchat
— Matthew Young (@MatthewAYoung) April 29, 2015
The best way to measure social media ROI – measure its impact on your brand awareness, your reputation and your community building. “I'd say you can use social media itself to measure social ROI by following conversations occurring around your brand. Social is great for building brand awareness and reputation - if you're doing it right, these conversions will be positive” - Andrew Dennis @AndrewDennis33.
Keep in mind that absolute numbers are not themselves significant – the truth will be revealed through comparison.
A3: Likes/Followers are dead measurements. Need to measure engagement. Start with a posts:shares ratio. #semrushchat
— Ryan Johnson (@rsj8000) April 29, 2015
If you want to find out more about measuring social media ROI, read these two articles recommended by out participants:
We prepared a huge list of the mistakes that marketers usually make in social media. Although the list is quite big, we'd recommend to take a closer look at these two:
The idea of social media as a selling instrument and inconsistent strategy won't lead you to success. Here are the most common mistakes you can fix right away!
There is no such thing as paid vs organic. They go together hand to hand, but the balance of this happy union can be broken if you overuse one of the channels or don’t use it correctly. So when and why should you buy ads?
If you’ve never bought an ad on social media before, a slow start can bring can benefit your company more than a huge campaign. Finding the right keywords, finding the right voice for your content, developing your message: it all takes time and a bit of experimentation
A5 I tend to pay for ads when I have a specific conversion of definite value. It's easy to get budget when ROI Is obvious #semrushchat
— Nathan Grimm (@n8ngrimm) April 29, 2015
And of course a paid campaign requires planning – it will save you time and money.
Your message can easily hit your target when you know who your audience is. Figuring this out is one of the most important parts of your research.
— Tony Dimmock (@Tony_DWM) April 29, 2015
When your campaign is on the rail and you have a general idea of your positioning, audience and message, then comes the time for a bit more experimentation. Once again, social media is great for content distribution, both paid and organic.
A paid campaign offers huge opportunities for message cross promotion.
Q5: Buy ads to promote specific initiatives (like sweepstakes), not to simply build followers. #semrushchat
— Ryan Johnson (@rsj8000) April 29, 2015
For a global company, local presence is really important. First of all, because it helps to use different messages for different locations and to use different approaches, depending on local distinctive features and characteristics. Second, going local helps you look more “human.” It shows that you are not just a huge, heartless corporation, but that you are ready to solve users’ problems, whatever they are.
A6) USER.GENERATED.CONTENT. It’s local on brand and free:) Think of a clever campaign that draws your brand into the location #semrushchat
— Steve Miller (@STEVMLR) April 29, 2015
Start with content. And involve users in the content creation process! We were talking about benefits of paid search already. On local level advertising is irreplaceable, too.
Improve your level of engagement. Communication is the only way to show that you care.
A6 Brands can’t fake local on social. If u truly want local/social presence, u need to have someone engaged in the community. #semrushchat
— Jeff Riddall (@JRiddall) April 29, 2015
It’s no secret that taking a personal approach is more advantageous; the same is true for establishing a local presence.
Track local news and get to know the area. Any events or news that you can discover through local newsfeeds can help! Use hashtags to show that you are “in the know."
A6 local and event hashtags!!! #semrushchat
— Ann Smarty (@seosmarty) April 29, 2015
That's it for today! Hope you enjoyed the post!
Hope to see you on our next Twitter Chat!
Before we say goodbye, we want to thank following participants for their tweets, which we used for images:
@AdamDince @AyeshaAmbreen @BryceLiggins @DavidProHQ @DawnClicky @ECWseo @erikcampoparra @JesseStoler @joanna_rustin @JRiddall @KoMarketing @kristelcuenta @malavika_c @manishwebmaster @pagesauce @revaminkoff @SEO @SeoKungFu @seosmarty @SumAll @Tony_DWM @TrondLyngbo @writingforseo