Social Media Energizes Your Digital Marketing P

Social Media Energizes Your Digital Marketing P

What is Social Media Optimization?

 

Social Media Optimization (SMO) is the use of a number of outlets and communities to generate publicity.  Doing this increases the search awareness of a product, service brand or event.  This raises it’s potential exposure in search queries.  Do you use social media optimization to raise your product awareness?

 

Types of Social Media Included

 

Types of social media involved include RSS feeds, social news and bookmarking sites, as well as social networking sites, such as Facebook, Twitter, video sharing websites and blogging sites.

 

SMO Goal is to Increase Traffic and Awareness

 

Generally, social media optimization refers to optimizing a website and its content.  Doing this encourages more users to use and share links to your website across social media and other networking sites.

Social Media Optimization is similar to search engine optimization.  The goal of SMO is to generate web traffic and increase awareness for a website.  This is done by creating inbound and outbound links which add credibility to your website.  

 

 

Social Media Optimization Tools are Available

 

Social Media Optimization also refers to software tools that automate this process, or to website experts who undertake this process for clients.

 

Social Media Optimization Engagement 

 

SMO is Social Media Engagement

 

The goal of Social Media Optimization is to create interesting online content.  This can range from well-written text to eye-catching digital photos or video clips.  

This content is designed to encourage people to engage with a website and then share this content.  It’s all about shares and sharing , with social media contacts and friends.

 

Engagement Means Likes and Shares

 

Common examples of social media engagement are “liking and commenting on posts, retweeting, embedding, sharing, and promoting content”.   Social media optimization is also an effective way to perform online reputation management.  

 

SMO can Help With Reputation Management

 

It’s important to get out front, if someone posts bad reviews of a business.  An aggressive SMO strategy can ensure that the negative feedback is not the first link to come up in a list of search engine results.

 

Social Media Optimization Affects SEO

 

Social media optimization is becoming an increasingly important factor in search engine optimization, which is designing a website so that it has as high a ranking as possible on search engines.

Search engines are increasingly utilizing the recommendations of users of social networks.  Your likes and shares on Facebook, Twitter, YouTube, LinkedIn, Instagram, Pinterest, Tumblr, and Reddit are used to rank websites and web pages in the search engine results page.

 

Likes and Shares Help SEO

 

It is implied that when a webpage is shared or “liked” by a user on a social network, it is as if they “voted” for that webpage’s quality of content.  Because of this sharing, search engines can use such votes accordingly to properly ranked websites in search engine results pages.

 

Search Engines Love Social Media

 

Since social media makes it more difficult to put a finger on the scales or influence the search engines in any way, search engines are giving more credibility to social search.  The increasing popularity of social search, coupled with the growth in personalized search based on interests and location, has significantly increased the importance of a social media presence in search engine optimization.

Due to personalized search results, location-based social media presences on websites such as Yelp, Google Places, Foursquare, and Yahoo Local have become increasingly important.  While social media optimization is related to search engine marketing, it is different in some important ways.

 

SMO Helps More Than Just Search Engines

 

Social Media Optimization is focused on driving web traffic from sources otherthan search engines.  Improved search engine ranking is also a benefit of successful social media optimization.  

SMO is helpful to target particular geographic regions in order to target and reach potential customers.  This helps in lead generation.

 

SMO Engages Visitors

 

Social Media Optimization helps find new customers and contributes to high conversion rates.  SMO helps convert previously uninterested individuals into people who are interested in a brand or organization.

 

SMO Taps into Viral Content

 

SMO Embraces Viral Marketing

 

Social media optimization is connected to viral marketing or “viral seeding”.  This happens when word of mouth is created through the use of networking in social bookmarking, video and photo sharing websites.  

An effective SMO campaign can harness the power of viral marketing; for example, 80% of activity on Pinterest is generated through “repinning.”  By following lifestyle trends and using alternative social networks, websites can retain existing followers while also attracting new ones.  

This allows you to build an online following and presence, all linking back to your company’s website for increased traffic.  With an effective social bookmarking campaign, not only can website traffic be increased, but a site’s rankings can also be increased.

Similarly engagement with blogs creates a similar result by sharing content through the use of RSS in the blogosphere and special blog search engines.  Social media optimization is considered an integral part of an online reputation management or search engine reputation management strategy for anyone who cares about their online presence.

 

SMO is not Only for Marketing

 

Social media optimization is not limited to marketing and brand building.  Increasingly, smart businesses are integrating social media participation as part of their knowledge management strategy.  

SMO plays a bigger role in product/service development, recruiting, employee engagement and turnover, brand building, customer satisfaction and relations, business development and much more.  Social Media Optimization is key to your online reputation and your social media presence.

 

Social Media Optimization can Build a Community

 

Social media optimization can be used to build a community of associated sites, allowing for a healthy business-to-consumer and business-to-business relationships.

 

20+ Ways Your Business Benefits From Using Social Media P

20+ Ways Your Business Benefits From Using Social Media P

How Can Social Media Benefit Your Business?

 

It’s hard to believe that today more than 3 billion people use social networks around the globe.  Many companies are using social to engage people with their brands.  Sherpa Marketing discovered that more people follow brands on social media than follow celebrities.  On Instagram alone, 80 percent of people follow at least one business.

If you’re not taking advantage of social, you’re missing out on a fast, inexpensive, and effective way to reach almost half the world’s population.

How Can Your Business Benefit by Using Social Media:

  • Building Your Brand
  • Growing Your Business
  • Creating and Distributing Content
  • Communicating Your Message
  • Gaining Business Insights
  • Advertising Your Business

 

Benefits of Brand Building Using Social Media

 

Social Media Humanize’s Your Brand

 

According to a UK study from Trinity Mirror Solutions, more than half of adults do not trust a brand until they see “real-world proof”.  To gain the trust of just 50% of adults, your brand must constantly prove that it’s keeping its promises.

To build trust and connect with customers, you have to engage your visitor’s with the human side of your brand.  Do you engage visitors with your brand values?  Do you even have brand values?  Do you look out for the best interests of your customers and employees?  Does your product not only meet, but exceed your customers expectations?

Creating real human connections is the main benefit of using social media for business engagement.  We call these Meaningful Relationship Moments.  Introduce your followers to your companies key employees.  This allows you to also showcase how existing customers are using and benefiting from your products.

social media advocacy program can be a great way to humanize your brand.

 

Increase Your Brand Awareness

 

Since nearly half of the world’s population uses social media, it makes social media the natural place to reach new and highly targeted potential customers.

Do you believe that people only connect with brands they already know on social media?  You need to understand that 60 percent of Instagram users say they discover new products on the platform.

 

Instagram Absolut Vodka Phone Ad

When Absolut Vodka ran an Instagram campaign to promote its limited edition Spark bottle, the company achieved a five-point lift in brand awareness.

 

Make Your Brand a Thought Leader

 

No matter what industry your business is in, social media offers the opportunity to establish your brand as a thought leader.  Become the go-to source for information on topics related to your niche.

Though leadership, along with brand advocacy is a great way to build consumer trust.  In fact, LinkedIn research in partnership with Edelman shows that marketers underestimate just how much thought leadership can impact trust consumer trust.

Almost half of B2B marketers surveyed believed their thought leadership would build trust in their companies.  However, more than 80 percent of buyers said thought leadership builds trust.

 

63 percent of people trust technical experts, compared to only 42 percent of people who trust businesses.

The 2018 Edelman Trust Barometer also found that 63 percent of people trust technical experts, compared to only 42 percent of people who trust businesses.

LinkedIn is a great social network to focus on when aiming to establish yourself as a thought leader.  With more than 550 million users LinkedIn regularly ranks as the most trusted social network out of Facebook, Twitter, Snapchat, Instagram, LinkedIn, and YouTube.

While LinkedIn isn’t the largest social media network, it’s highly trusted by those that use it.  LinkedIn provides a unique opportunity to have your voice heard and bolster your standing as an expert in your field.

I’m often asked, “What type of content should I post to LinkedIn?”  While at it’s core, LinkedIn is a social network, two types of posts that may engage visitors better on LinkedIn than other social networks include:

 

Engage Social Media Users

 

Most social media users log into their accounts at least once per day, according to Pew Research Center, and many people are checking social multiple times per day.

Every time your fans and followers log into their social media accounts gives you a new opportunity to connect and engage with them.  

 

A majority of Facebook, Snapchat and Instagram users visit these platforms daily graph

You have to keep your social posts engaging and informative.  If they find it useful, your followers will look forward to your new content in their feeds.  Engaging them like this will keep you at the top of their mind.  This will also make you their first stop when they’re ready to buy.

 

How Can Social Media Help You Grow?

 

Use Social Media to Increase Website Traffic

 

Social media posts and ads are two ways you can drive traffic to your website.  Sharing great content from your blog or website to your social channels is a great way to engage readers as soon as you publish a new post

It’s important to not only post your great content.  It’s important to engage your readers, developing a conversation with others, sharing ideas and opinions.

Participating in social chats is also be a great way to increase your visibility.  You need to get attention from new people, showcase your expertise, and drive traffic to your website. The key for you is to offer value in the chat, don’t be too promotional.

Just make sure your website address is included in all of your social media profiles so that people who want to learn more about you can do so easily.  Even better use a pinned post during the chat, highlighting a relevant landing page on your website.

 

Use Social Media to Generate Leads

 

Social media offers an easy and low-commitment way for potential customers to express interest in your business and your products. Lead generation is such an important benefit of social media for business that many social networks offer advertising formats specifically designed to collect leads.

For example, Renault Europe used Facebook lead generation ads allowing people test driving a new model to book their test drive directly from Facebook, with just a couple of taps.

The ads had a 7.9 times lower cost per lead than ads linking to a form on the car manufacturer’s website.

 

Renault UK ran a great ad to Book a Test Drive Today

Use Social Media to Boost Sales

 

No matter what you sell, social media can help you sell it.  Your social accounts are an indespensable part of your sales funnel.

As social media use continues to grow and social sales tools evolve, social networks will become increasingly important for product search and ecommerce.  Now is the time to align your social marketing and sales goals.

For individual sales professionals, social selling is already a critical tool.

 

Influencer Word-of-Mouth Drives Sales

 

Word of mouth drives 20 to 50 percent of purchasing decisions.  You build your brand awareness and credibility when you get people talking about your product or company on social media.  This also helps you set yourself up for future sales.

One key way to drive social word of mouth is to partner with influencers who have a large following on social media and can draw the attention of their following to your brand.

Research from Nielsen, Carat, and YouTube shows that collaborating with an influencer can give your brand four times more lift in brand familiarity than collaborating with a celebrity.

 

Benefits of Social Media for Content Creation and Distribution

 

Promote Your Content on Social Media

 

Promoting your content on social channels is a great way to get your content in front of new people, proving your expertise and growing your credibility and audience.

For example, Adobe used LinkedIn Sponsored Content to showcase its research, including infographics and videos.

Marketing decisions-makers exposed to Adobe’s promoted content were 50 percent more likely to view Adobe as shaping the future of digital marketing and 79 percent more likely to agree that Adobe could help them optimize media spend.

To maximize the social media for business benefits, make sure to have a content marketing plan in place.

 

Source Your Content for Social Media

 

There are two key ways your business can source content on social media:

  • Source ideas:  Ask your followers what they want, or engage in social listening, to come up with ideas for content you can create yourself.  Give people what they’re asking for.  It’s a sure way to create content that people will want to read and share.
  • Source material for posts:  Create a contest or use a hashtag to develop user-generated content (UGC) you can share.  Getting your followers involved can build excitement about your brand while also providing you with a library of social posts to share over time.

 

How much content can you get through a UGC campaign?  Check out the #wanderlustcontest hashtag from National Geographic, which has generated more than 60,000 posts.

 

Use Social Media to Go Viral

 

Your content is exposed to new audiences as people begin liking, commenting on, and sharing your social posts with their friends and followers.  Going viral takes this concept one step further.  

As influencers share your content across their network, and their networks follow suit, your content can spread across the internet.  This could result in thousands or even millions of shares.

This exposure is beneficial to your brand because all those shares, likes, and comments show the existing connections with your brand.  If I see that my friend likes your article, I may be inclined to check out what you have to say.  Even if I’ve never heard of your company before.  

A friend’s social sharing is a pre-screening and acceptance of your content.  Today there is more content than any one person could ever consume, we all click on and engage with some of the content that our friend’s like or share.

Going Viral is not easy, however without social media it would be nearly impossible.

 

Manage Your Reputation Using Social Media

 

Your community is already talking about your brand on social media.  You need to get ahead of your competition, using social listening will to help you discover critical issues in social posts about your brand before they turn into something major.

Is someone saying something about your business that’s not true?  You have to share your side of the story.  But do it in a polite, professional way.  Is someone praising your brand?  Express your thanks and draw attention to their kind words.

The important thing to remember, your content should be geared to establishing a positive conversation with your audience that will highlight your brand. 

 

Social Media Makes Communication Easier

 

Engage Your Audience Using Social Media

 

Social media networks give you the unique opportunity to interact directly with your customers and fans.  Using analytics it has become possible to personalize your message targeting specific customers.   Social media also gives your audience the ability to interact directly with your brand.  

Social media is unique in that it allows a direct conversation between your brand and your audience.  This ability to establish two-way communications is very different from any past media enagement opportunities.  

Using traditional media in the past offered only one-way communications from your brand to your audience.  These were hit-or-miss because of their inability to target small groups effectively. 

 

You have to be engaged if you want your customers and followers to be engaged.  Your goal is to establish a conversation with your audience.  Do so by actively responding to comments and questions on your own social media posts in a way that’s appropriate to your brand. 

You can also use social media monitoring to keep an eye on what people are saying across the social web.   Do you use analytics to measure your engagement success?

 

Use Social Media for Crisis Management

 

When a Philadelphia Starbucks store had two black men arrested, the hashtag #BoycottStarbucks quickly went viral.  Starbucks was experiencing any companies worst nightmare.  The #BoycottStarbucks hashtag was used more than 100,000 times in just three days.  That would officially qualify as a crisis.

Starbucks, to its credit, responded quickly.  After their first apology, the company followed up with several more statements on social media.  Starbucks then announced that it would close all of its stores for a day of racial-bias training.

 

Starbucks apology for Philadelphia incident with 2 black customers

Only time will determine if there are long-term negative effects for the Starbucks brand from this incident.  However, the fall-out would have been worse if they had not taken immediate and appropriate steps to address their crisis on social media.

Social media is primarily used for building your brand recognition and credibility.  However it does have another critical use, giving you an effective method to reduce damage to your brand during a social media fueled crisis.  Does your company have a plan in place for dealing with a serious crisis affecting your brand?  

While small brands may not have a crisis blow up to such a large scale, even a small number of negative shares could be devastating to your brand.  Silence is not an option when it comes to responding to a crisis on social media.  Maintaining well managed social accounts and having a plan in place can help make sure you’re present and ready to engage if the worst occurs.

 

Customer Service Needs to be a Great Experience

 

It seems to just be common sense that your business must have good customer service.  But how valuable is it really?  Could great customer service actually make you more money?

Today, people expect your brand to be available on social media.  Consumers are increasingly turning to social media to resolve their customer service issues.  Are you prepared to respond to their concerns?

Research published in the Harvard Business Review shows that brands who aren’t meeting those expectations are damaging their bottom line.  It’s not all bad news though.  It’s a great opportunity for you to turn those angry customers into loyal ones.

 

Responding quickly yto customer complaints makes them willing to spend more in the future

The HBR research, looking specifically at Tweets is eye-opening.  The research shows that customers who receive a response to their Tweet would be willing to spend more with the brand on a later purchase.  

Especially if they get a response within five minutes.  This is true even when the initial Tweet was strictly a complaint.  How quickly do you respond to inquiries or complaints?

 

Benefits of Social Media for Gaining Insights

 

Monitor Conversations Relevant to Your Brand

 

Above, we mentioned social media monitoring is an important part of understanding your audience engagement.  But it’s also an important source of intelligence about your brand, your competitors, and your niche.  Do you follow your competitor’s on social media?  Why not?

 

Analytics Help You Understand Your Customers

  Social media generates huge amounts of real time data about your visitors and your customers.  Have you thought about how you could use this data?  Understanding the gathered information could help you make smarter, and more informed business decisions.

The social networks all offer built-in analytics that provide you with demographic information about the people interacting with your social media account.   Use this information to help you tailor your strategy to better engage your audience.  

 

Gauge Social Sentiment About Your Brand

 

Lots of mentions on social media is a good thing, right?  Yes, in the majority of interactions.  However, if you’re getting lots of negative mentions, you need to quickly figure out what’s gone wrong and address the problem.

Nick Martin, of Hootsuite defines social media sentiment as “the perceived positive or negative mood being portrayed in a social media post or engagement.”

 

Gauge sentiment around your brand

While it’s important to know how much people are talking about your brand online, it also matters what people are actually saying about your brand.  You should be engaging both the negative and positive commentors in a conversation.

 

Know What Your Competition is Doing

 

It’s important to know what people are saying about your competitors.  By tracking mentions of your competitors you might find weaknesses with their products or services.  Knowing about their failure, allows you to address it and reach out with a solution.  Doing so could win you new customers.

Uber Canada had a great idea to deliver free ice cream for a day in Vancouver.  This should have been a huge win for Uber, because who wouldn’t like free ice cream.  Unfortunately things went spectacularly wrong.  The success of Uber’s promotion was overwhelming.  Uber was unprepared to meet the demand.  

Uber failed because people couldn’t get their free ice cream.  Because people were not happy about Uber’s failure to perform.  These unhappy people took to social media to vent their frustrations and complain about Uber’s failure.

 

The folks at Skip The Dishes saw an opportunity and reached out to people complaining on social media about Ubers failure to deliver.

The folks at Skip The Dishes saw an opportunity and reached out to people complaining on social media about Ubers failure to deliver.  They offered a free ice cream delivery of their own, in the form of a Skip The Dishes credit.

All those Uber haters quickly turned into Skip The Dishes fans, and potential new customers.  To get your free ice cream you had to create a Skip The Dishes Account.  Uber failed because they oversold the idea of free ice cream while Skip The Dishes found a clever way to profit from Uber’s failure.

Monitoring your competition on social media also means you’ll be aware when your competitors launch new products, run promotions, and release new reports or data.  All valuable and actionable information.

 

Know What’s Happening in Your Industry

 

Things change quickly in the business world, however in the online world changes happen faster than ever.  You need to be aware of these changes and be able to react to protect your brand in a timely manner.  You can’t afford to get left behind.  

You have to keep your virtual ear to the ground.  Using social listening ensures that you’re informed about upcoming industry changes that could affect the way you do business.

 

Benefits of Social Media for Advertising

 

Embrace and Use Targeted Advertising

 

Great Social Media ads are an inexpensive way to promote your business and distribute your content.  They also offer powerful targeting options so you can reach the right audience and make the most of your budget.

Savvy marketers have embraced this key benefit of social media for business: Marketers spent twice as much on Social Media ads in 2018 as they did on newspaper advertising.

With ad targeting options including Facebook demographic information, geography, language, and even online behaviors, you can craft specific messages that best speak to different groups of potential customers, and only pay for the exact viewers you want to reach.

 

Retargeting Turns Visitors Into Customers

 

Nearly 70 percent of online shopping carts are abandoned, never completing the transaction.  Why do you think that happens?  Have you ever abandoned a shopping cart before completing the transaction?  Why did you abandon your cart?.  

The people who have abandoned products in your shopping cart are your prime potential customers.  They have already found your website.  They have browsed your products.  They even made a decision to add something to their cart.  

 

People who have abandoned products in your shopping cart are your prime potential customers, how do you get them to click the buy button

You were so close to your goal.  Why do you think your customers are abandoning their carts?  The truth is that people abandon shopping carts for many reasons.  However, you can’t just ignore anyone who has shown so much interest in your company.

Using tracking tools like Facebook Pixel, you can show these potential customers social media ads for the exact products they have browsed on your website or placed in the shopping cart.  Retarget these potential customers.  Make the extra effort to convert these visitors from walk-away to take-away customers.

 

Benefits of Social Media for Proving ROI

 

Social Media Reporting and Analytics

 

It is always a challenge for marketers to prove their return on investment.  However, with good social media tracking and analytics tools, you can see the full impact of your social media activities.  Track everything from follows to engagements right through to purchases.

Tools like Google Analytics help you track your website traffic generated from social media, your conversions, email sign-ups, and ROI for both your organic and paid social media campaigns.

FacebookInstagramTwitter, LinkedInSnapchat, and Pinterest have all developed their own analytics within their platform.  There are also many free and paid commercial tools available to help you analyze your web traffic.

So there’s no excuse to be in the dark about how your customers and social followers are engaging with you.

 

Grow Your Community Using Social Media Branding P

Grow Your Community Using Social Media Branding P

Social Media Builds Your Brand

Develop a Social Community Mindset

 

To build a successful Social Media Community, you have to think like a community builder.  Throw out your old marketing ideas when it comes to Social Media Marketing.  You have to develop the social mindset essential to achieving your goals.

 

You Need to be Social

 

We all understand the opportunities Social Media presents for businesses.  It allows them to convey their message to a broader audience.  However, using Social Media as only a broadcast channel is only achieving  half of your goal.  Without interacting with others on social media, you’re not making the real connections that you need to make.

It’s all just making digital noise if you are not connecting with people, carrying on the conversations that you need to use to have your message resonate and even be shared and liked by others.  It’s not enough to say “Look at what we’re doing, this is really great.”  

You actually have to respond to comments, answer questions, and embrace the one-on-one conversations that are the real goal of your social media presence.  If you’re not doing those things, you’re wasting your and others’ time.  

Social media really is for socializing.  If you’re not answering questions and having one-on-one conversations, you’re wasting your time on social media.  Make your time spent on social media productive and interactive.

 

You Need to be Fearless

 

Many don’t really understand what it means to be a marketing expert.  Being a marketing expert is constantly evolving as market conditions and technology change and expand.

It would surprise you how much energy we put into trying new things at the Better Business Alliance.  We don’t know everything and are constantly reading blogs and searching for the best new marketing ideas and the technology to make marketing better, quicker and more engaging.

Right now we are working on a messenger bot for our page, hoping it can become a tool to enhance our service to others.  So we’re doing a lot of research about bots and how we can apply to enhance visitor engagement.

Even marketing experts need to try new things for growth.

 

Maintain a Social Media Perspective

Learn to Focus and Pace Yourself

When I first started doing this, I had a hard time turning things off.  I’ve gotten used to the idea that at some point you must sleep.  If someone tweets at 2 a.m., they’re not going to get an answer.  

I want to do the best possible job I can, and my definition of that has evolved.  Doing the best job doesn’t mean I have to stop and answer every tweet because then I lose my focus on everything else that’s important.

 

Use Native Analytics to Gauge Your Success

 

People underestimate the usefulness of Twitter and Facebook native analytics.  These give us critical demographic information about our audience.  You need to try different thing, constantly testing and checking the results achieved against your expended effort.  Only experience and analytics will educate you on what works for you.  Invest your time wisely.

 

How to Improve Your Marketing Using Social Media Analytics

How to Improve Your Marketing Using Social Media Analytics

5 Social Analytics Tips to Improve Your Campaigns

 

If you want to make your social media marketing as profitable as possible, you need to keep close track of essential metrics. Social analytics is often the difference between a successful campaign and wasting your time and money on ineffective marketing.

There are a variety of tools and services that can help you with analytics. However, what matters most is having a strategy and knowing which numbers to watch. Here are 5 social analytics tips to help you get more out of your campaigns.

Identify Your Social Analytics Objectives

 

Before you can identify the optimum metrics to track and the best social analytics tools for your needs, it’s important to identify your goals.  Not all businesses or campaigns are alike.  For example, if your primary objective is to increase brand awareness, it makes sense to pay close attention to data such as views, likes, shares and follows.

 

Before you can identify the optimum metrics to track and the best social analytics tools for your needs it’s important to identify your goals

If you’re trying to drive more quality traffic to your website, click-throughs are your biggest concern.  Your goals may not be the same for each campaign or for each social media site. Goals for your business can also change over time.

 

Which Social Media Channels Are Best For You

 

There are more and more choices when it comes to social media. It’s safe to say that every business should use Facebook as this site covers all demographics that are active online. Twitter is second in this regard even though some other sites actually have more users.

Beyond these two, however, you should identify the platforms that your audience uses most. Pinterest can be powerful for promoting physical products. Snapchat is a good choice if you’re focusing on Millennials and Gen Z. LinkedIn is a must if you do any type of B2B marketing.

 

You can use social analytics tools to help you find out which sites are sending you the most traffic and which are best for leads and sales

To really understand which social media channels are most valuable to you, conduct your own testing. You can use social analytics tools to help you find out which sites are sending you the most traffic and which are best for leads and sales.

Google Analytics reports are useful for measuring which platforms, as well as individual posts, are responsible for the most leads.

 

Track Your Click-Through Rates

 

Click-throughs are one of the most important metrics of all for any type of social media campaign. After all, your objective isn’t to get views or even likes but to get people to actually visit your website or wherever you’re sending them.

Your CTR is a good measure of how effective your social media content is. It’s just as important to track CTR for your social media posts as it is for paid ads and website content.

 

Click-throughs are one of the most important metrics of all for any type of social media campaign

Identify key factors in your social media posts and use A/B or split testing. There are a few ways to do this. You can measure your results on one site vs. another. If you find, for example, that you get a higher CTR on Facebook than other sites, you may decide to devote more of your resources to that platform.

You can also split test variables on a single platform. Certain topics might perform better than others. you can also test different types of content, such as text posts, images, infographics, and videos. There may be other variables as well, depending on which social site you’re using. On Twitter, for example, you can test hashtags.

 

When is the Best Times to Post

 

While everyone says that you need to post to social media sites consistently, there’s far less consensus about just how often to post. Furthermore, there are endless debates about the best time of day and day of the week to post.

 

 

You need to post to social media sites consistently, there’s far less consensus about just how often to post

As with most arguments about social analytics, the best solution is to do your own testing. The same answer is not going to be the same for every business.  Free tools such as Facebook Insights can help you test your results for posting at different times.

It’s helpful to know when your followers are most likely to be online and engaged. If your audience lives in multiple time zones you also have to factor this into your calculations. This information helps with other types of marketing as well, such as sending emails and posting to your blog.

Knowing how often to post is a little trickier to test for. Many studies on this topic suggest that it’s fine to post often as long as you have fresh and relevant content. It also varies from one platform to the next. It makes sense to post the same content two or three times per day on Twitter because the timeline moves so fast. Doing this on Facebook, however, will more likely annoy your followers.