Isn’t done with setting up your account and posting cool stuff. There are millions of people who do exactly that, but still fail at social media marketing, because they struggle to find the critical mass of followers. Don’t fall into that trap, grow your accounts! Overcome social cynicism with hard social metrics Published: 2016-02-01 The following is a guest post from Gareth Cartman. Gareth is Director of Digital Marketing at CLD, a digital agency based outside of London. Gareth has previously held a variety of marketing and publishing roles, with a focus on digital. He also has two sons and a lifelong affliction from supporting Everton and the Boston Red Sox. I am a social cynic.
You may have noticed, despite my social presence on a variety of networks. I’m from the old school. Conversations about likes and shares bore me. After all, what is a like if it is nothing more than a click on a ‘like’ button, quickly forgotten and with no subsequent substance? And if Facebook only shows your content to 10% of those who like your page, then really, what’s the point of a like?Overcome social cynicism with strict social metrics (2) Social metrics make me even more cynical. Measurements exist in their own universe, with little depth or relevance to the real world.
What If A Hashtag Has Been Mentioned
A thousand times? So what if our page has been viewed two thousand times? Before you read any further, we have several resources that show you exactly how to use social media to get massive traffic and leads. For example, take a look at the following: FREE Step-by-Step Twitter Marketing Guide FREE Pinterest Marketing Ebook Social measurement needs toughening. It needs to move into the SEO measurement space, and quickly, otherwise it becomes another form of PR, pulling the ‘wool’ over our eyes. Again, I’m amazed that the PR industry gets away with it so languidly, we can’t allow social media to continue down the path of smoke and mirrors that PR gets away with until such point.
However, social measurement is possible and valuable. You just have to know what you’re looking for. For every ‘no’, there is a ‘yes’… Don’t talk to me about volumes The volumes mean nothing. In the old days of SEO, people reported traffic volume as if traffic volume was the only thing that mattered. As we all know, you can send a thousand views for $10 and drastically alter this figure. The volume doesn’t mean anything. There are people who drink large amounts of alcohol, that does not mean they are right. tell me about the quality 1,000 page likes? No. Quality Gareth Quote10 shares and 50 comments.
Now We’re Starting To Talk
About something a little more meaningful. However, it is still in the woolly realms. They can be purchased and they can occur in their own isolated universe, separate from the harsh realities of who is buying your stuff. Who shared? Who commented? Are they prospects or are they customers? And can we measure the sentiment? Hey, before you read on, we have several FREE detailed guides on similar topics that you can download. For this post, check out: FREE Workbook: CREATE AWESOME BLOG POSTS FREE Beginner’s Guide: START A BLOG This post by my former colleague Warren Butler highlights the possibilities of sentiment measurement within CRM, and while it doesn’t have to be within a CRM.
The ability to cross-reference customer data brings metrics into the real world quite nicely. Quality can be defined in many ways, and what matters is your interpretation of that quality. As long as you’re consistent with what you’re measuring, you’ll be able to correctly assess your social activity through metrics that relate to your actual business goals (ie, sell more stuff). Don’t talk to me about clicks Click data means something in the world of PPC and SEO, as long as there is a good correlation between the keyword, the ad text and the landing page. It’s a great secondary measure behind conversion rate and cost per click. However, in the social world.