It is widely known that social media websites such as Facebook, Twitter, LinkedIn, YouTube, and Google+ are extremely popular. Now, it’s time to capitalize on that popularity and find ways to engage audiences on these platforms and convert prospects into sales. However, definitions of social conversion will differ based on firm, program, and strategic objective, and it’s important to find the definition that’s right for you.
For example, if you’re a B2C or B2B business focusing on lead generation, LinkedIn is probably your best platform. If you’re more interested in building your brand and sharing your company’s culture, Facebook and Twitter are better suited for your needs.
It’s important to keep in mind when using social media that these platforms can’t be forced to fit into traditional marketing metrics such as ROI or return on marketing spend (ROMS). Instead, customize your measurement approach to fit your goals and needs. What do you consider to be success on your social media sites? It could be gaining Facebook likes, having someone retweet one of your Twitter posts, driving traffic to LinkedIn, or even tracking incoming sales from Facebook.
Here are a few measurement tips for some popular social media platforms to get you started and help you figure out which techniques are customizable for your program.
Start by tracking how many followers you have, when you obtain them, and the rate at which you obtain them, and then turn to third party Twitter measurement tools. Tweet Grader ranks your profile against others and provides you with some basic stats about your account, while Tweet Reach provides reach and exposure analytics for your last 50 tweets. Buffer App allows you to see who retweeted and favorited your tweets with the option to thank them, reply to them, or follow them. Use Buffer to see when the best time to tweet to your audience is by tweeting the same thing at two different times in one day, then comparing the analytics for each tweet. You can also use link shortening sites such as bit.ly to track how many people click on your links.
On Facebook, try to encourage feedback. Test what works and what doesn’t and continuously update the information on your page. Conveniently, Facebook has its own built-in analytics tool. Facebook Insights measures several key performance indicators (KPIs) such as the number of people who engage with your page, total page likes, weekly total reach, virality, and how many friends your fans have. You can also view these metrics post-by-post, allowing you to see what content your fans respond to and engage with the most.
You can reach your target audience by making use of LinkedIn’s group function and paid advertising opportunities. Optimize your company page with keyword-rich content and add tracking codes to any links so you can measure click-through rates. Utilize the Analytics tab to view visitor and click information, number of followers, and top visitors’ industries and companies. Knowing this information will help you know what parts of your profile need to be updated or changed.
YouTube shouldn’t be looked over in your marketing plan! With viewers watching over three billion videos a day and 100 million people engaging with YouTube every week, there are many opportunities to push your marketing goals even further with the ‘Tube. Use keyword-rich titles, descriptions, and tags so your video doesn’t get lost in the crowd. YouTube also offers its Analytics function to help you determine your reach and audience retention rate.
In the end, remember that content is king. Create a strategy for updating, optimizing, and measuring your content that is customized for your program’s specific goals. And by specifically defining what a social media conversion means for you, you’ll have much more success in accurately measuring your impact.
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