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Social Media Marketing for Small Business – The Lucé Media Academy

Woman at laptop hands up in frustration over doing social media herself

Can a Digital & Social Marketing Agency Grow Your Business?

The explosion of social media has driven companies to put a big focus on social media marketing over the past few years. As a small to medium sized business owner, you’ve probably thought or had a discussion in your company at one point or another and said, “we need a social media presence.”  The next discussion may center around which person in my business is the best at Facebook or Instagram or Twitter.  Soon, you have put up a dozen posts and not one person has responded to what you are posting.

Word Cloud showing Social Media Marketing in boldThe rise of the internet, indexed search (think Google) and the explosion of social media networks have changed the way that businesses of all sizes communicate their value proposition.

Where once, legacy tactics such as yellow page advertisements or print ads drove traffic to your front door, modern consumers armed with mobile technology expect real time access to information and make buying decisions in a matter of a few keystrokes on their devices.

This means that companies need to ensure that their branding messages are well executed, easily found on the web by sites that attract attention and convert eyeballs into real leads.

If you’re an SME (small to medium enterprise) looking to increase exposure and drive traffic to your website or premises, here are a few things you need to know about working with a digital and social media company.

There are literally billions of people worldwide using social media on a regular basis. Its benefits as a marketing tool are indisputable.

Businesses who take advantage of this can interact with and attract new customers if they are active and take part in social conversations.

In general, the more regularly you can post to your social media channels, the higher engagement and ROI you’ll see. This could mean dedicating around an hour each day to monitoring your social channels, posting relevant content, participating in conversations and growing your following in the process. And there are many times when you do that for several months and the Facebook and Instagrams of the world suddenly change their algorithms……and the rules change.

According to the 2017 Social Media Marketing Industry Report, 64 per cent of marketing teams report spending six or more hours each week on social media.

For a small business owner who is already spending most of their time on business development and operations, finding spare hours to strategise and dedicate toWoman frustrated with social media social media can be difficult.

That’s why outsourcing your social media management to a knowledgeable third-party is so important – it can take one key business-building task off your plate.

Here are just a few tasks a social media marketing company could take care of above and beyond simply posting messages:

  • Social media strategy – including posting frequency, types of content, keyword research, influencer research etc;
  • Set-up and branding of new or existing social profiles – consistent branding and voice across all your channels is crucial;
  • Sharing and commenting on third-party posts that are relevant to your brand;
  • Engaging in conversations with other users – be it existing or potential customers;
  • Social media monitoring – keeping an eye out for mentions of your company and interacting with those posts;
  • Social customer service – responding to questions or complaints from users;
  • Following relevant industry influencers or potential business customers/clients;
  • Content marketing – helping to develop your own original images, memes, articles, blogs and resources that can be promoted on social media;
  • Newsletter marketing – a round-up of your company news and most popular social posts and interactions.

While that list is probably incomplete, it is just a sample of some things a well round digital and social media company can do for your business or enterprise.  Ask yourself if you have the time and/or inclination to learn all of these individual elements yourself. So, often you are left with a choice: either hire an employee or hire an outside agency. In many instances, business owners lean towards hiring an employee because that has been the de-facto process in the past to solve an immediate need. Additionally business owners may have the perception that an outside agency is far more expensive than hiring in-house staff. The problem with this rationale is that most of the time, owners don’t have a true basis for comparison.

Let’s take a closer look and see what really happens when you compare the two. Disclosures: We used the job position of Marketing Manager for the comparison. Many marketing professionals specialize in one area of marketing, like a social media marketing manager, and may not have the experience that a marketing manager could have. All the salary data is based on the National Average salary for a Marketing Manager in the USA, and was taken from Salary.com.

While the numbers are averages and should be adjusted based on your needs, location of business, etc. The numbers in the following Infographic should give you a better understanding of the approximate costs of hiring each one.

marketing agency

Essentially, the budget needed to hire the right person, purchase all the right marketing tools and implement a digital and social media strategy designed to meet your business goals, become too cost prohibitive when trying to assemble an internal team.

Hiring an knowledgeable marketing agency like Luce Media allows business owners to focus on running operations and increasing the bottom line, not messing around with Facebook, Twitter or trying to build out a website. In the end, the bigger question maybe isn’t can I afford an experienced marketing agency, but rather how much am I costing myself in time, money and lost opportunity by trying to do these marketing services in-house.

Blue Arrow with Words Social Media Makreting

WHY USING SOCIAL MEDIA AS A MARKETING TOOL IS ESSENTIAL IN 2018!

Some business owners still believe that social media is merely gossiping and hanging out on Facebook. Once again, social media for business has nothing to do with simply hanging out on social media. But using social media marketing gives even small businesses real marketing advantages and opportunities.

In 2018, not using social media as a marketing tool is like saying you still rely on yellow page ads. It doesn’t work that way any more. Yet some people are stubborn and ask: Why is using social media good for me? Why do I need that again? Here are some of the most compelling reasons why:

SOCIAL MEDIA MARKETING DRIVES TARGETED TRAFFIC

The Power of Social MediaCreating a new page on your business website is like taking a really great selfie. You want the world to see it, but you don’t want to beg for attention (or worse, pay for it). That’s why for selfies and landing pages, well-placed social media posts can make all the difference.

SOCIAL MEDIA BOOSTS SEO

Search engine crawlers know which pages are consistently earning traffic and which are just floating out there, forgotten and ignored. A killer content strategy for SEO is the most important part of earning top spots in search engine rankings, but driving traffic to your optimized pages will cause them to climb much faster in the search engine results pages (SERPs). Don’t forget that Google considers your social activity to be a top ranking signal.

SOCIAL MEDIA LEADS TO RELATIONSHIP BUILDING

Part of what makes Twitter and Instagram marketing so cool is the interaction you can have with your consumers; you can read their tweets and status updates to get real-time insights into their daily. What products are they buying and why? What are they doing on the weekend? What kind of posts do they love to share, and from which brands?

Using social media as a tool for connecting with complementary, non-competing businesses, thought leaders and influencers in your industry, as well as journalists who cover your industry, is another benefit. You never know what a simple retweet or comment can lead to. Compliments work especially well.

SOCIAL MEDIA USERS ARE RECEPTIVE TO MESSAGES

People view Twitter and Facebook as social networks, not marketing machines. As a result, they’re less likely to see what you post as an advertisement and will be more likely to hear what you have to say. This translates to serious web traffic when you link to your site and posts that market themselves as your friends and followers share what you’ve posted.

SOCIAL MEDIA ALLOWS FOR RETARGETING ADS

One of the reasons using social media is important is because of the highly customizable nature of social media ads. Facebook ads, for example, allow you to target users by things like location, education level, industry and even purchase history and the pages they’ve liked.

SOCIAL MEDIA GETS EVENTS NOTICED

Whether your business is sponsoring a local charity fundraiser or attending a major international trade-show, there’s no better way to leverage your presence than using social media.

SOCIAL MEDIA MARKETING BUILDS BRAND LOYALTY

Brands using social media have more engaged and loyal customers. When you’re engaging and interacting on social media (not just tossing your posts out onto the web hoping someone will stumble upon them) you become less like a big corporation and more approachable to potential consumers.

MOST LIKELY YOUR COMPETITORS ARE SOCIAL

According to AdWeek91% of retail brands are using more than one social media platform. This is something you need to keep in mind, because it’s much harder and more expensive to catch up than it is to get in on the game ahead of your competitors.

If your competitors get to your potential customers first, they’ll earn their loyalty and you’ll have a hard time winning them back. If you’re active and engaging on a variety of social platforms, you can gain those friends and followers first and your competition will be playing catch up to you.

SOCIAL MEDIA LEVELS THE PLAYING FIELD

Some brands may have bigger marketing budgets than others, but all businesses start off on pretty equal footing when it comes to using social media for marketing. Nobody knows you, and you are trying to get noticed. The businesses and brands that thrive are those with the most clever, attention grabbing tactics and the most relevant and informative content.

In short, they’re providing value to their target audience while also showing personality and being entertaining. If you really want to get lots of traffic and increase your online presence, you will have to outwit, outdo and outsmart your competition while offering superior products and customer service.

SOCIAL MEDIA MARKETING INCREASES SALES

According to MarketingTech70% of business-to-consumer marketers have acquired customers through Facebook. Or that 84% of CEOs and VPs say using social media helps make purchasing decisions.

Picture showing building money with Social MediaUsing social media as a marketing tool doesn’t just keep your brand in front of potential consumers; it also gives you the opportunity to provide them with incentives to purchase. Share coupon codes, with a unique code for each social channel – you may be surprised at which social network drives the most sales.

FIND NEW CUSTOMERS THROUGH SOCIAL MEDIA MARKETING

If you set up streams to follow keywords in Twitter (Hootsuite makes this simple), you can find people looking for the products you sell and direct them to your site. Using Twitter for social media marketing is great that way; telling consumers wanting your products how to get them is just an @yourbusiness away.

NEW CUSTOMERS FIND YOU THROUGH SOCIAL MEDIA

If you are using LinkedIn or Facebook marketing you most likely belong to groups related to your products, industry and target audience. By posting in these groups you can help influence potential customers to check out your site. Answering questions on platforms like Quora is another strategy.

According to WordStream, the average cost per click on Google Adwords is between $1 and $2. Depending on the keyword targeted you can actually end up paying $65 or more for a single click. And that’s real money for any business that we know!

At the same time, you can send traffic through Facebook and Pinterest for as little as $0.12 per click. Why pay up to ten or twenty times as much for each visit when using social media is so much more cost-effective?

Simply put, using social media as a marketing tool is part of doing business in 2018. If your business isn’t already active on social networking sites, now is the time to start.

Let Luce Media provide a FREE Digital and Social Media analysis of your efforts.

 

This information was originally posted here.

Social Media for Small Business Owners

5 Ways Small Businesses Can Improve Their Social Media Presence

If you are like most small business owners, undoubtedly you have a very busy schedule.  There always seems to be a never-ending list of things to do that will help provide success for your company.  One of the many items on the list is probably or should be, to spend time and attention to your small businesses’ social media presence.  In today’s fast-paced world, social media is of utmost importance to the success of small businesses.  Today’s Social Channels are Sales Channels.

Social Media Marketing sign

There are several things that you can do to improve your presence in the social media outlets that you have chosen for your small business.  Below are a few ideas you should review to ensure your business is maximizing what it already has in the social space

  1.    Choose your Social Media Outlets Carefully, Depending on your Audience.

When you are running your own small business, you don’t have a lot of spare time; however, it is important to make some time to attend to your company’s marketing efforts and that often means your social media platforms.  The trick is to choose which platforms you use very carefully.  Research suggests that the majority of people who enjoy social media use Facebook.  Others enjoy Instagram, Snapchat, Twitter, and the like.  It can be overwhelming to try to post on every social media site, and statistically, it probably does not make sense for you to do so.  Therefore, choose 2-3 networks that you believe will reach your loyal customers effectively, and devote time and attention to your social media presence on those platforms.

  1. Decide Your Small Businesses’ Plan and Goals Prior to Posting.

     Put some serious thought into what you would like to highlight in your social media posts.  It may be wise to write up a long-term plan for a monthly, quarterly, or yearly calendar.  People receive plenty of “junk mail” through emails or on social media sites, so it is a good idea to avoid posting “fluff” items that don’t really have a lot of meaning or purpose.  Choose topics that your customers will find useful in their daily lives.  Also, choose topics that you are very familiar with and ones that you are passionate about.  Stay true and honest to your small business in your social media posts, and aim for posting snippets of value for your customers. This is incredibly important so I will say it again – bring VALUE to your audience and then start building a relationship with them.  They will greatly appreciate it, and in turn, will continue to follow your posts regularly.

  1. Commit to Staying-on-Top of your Social Media Posts.

Social media provides a two-way street between a small business and its’ customers; therefore, you need to commit to staying current with your posts and reply to customers, as needed.  It is important to respond to any unanswered questions, as well as thanking your customers for positive comments.  Conversing with people online should be done in the same way you do it in person. Be genuine.  This shows that your company is interested in their customer’s opinions, as well as setting a good example for other clients who may be watching.

  1. Keep your Posts Consistent and Clear.

     You may decide to choose one staff member or a team of members that have the responsibility of operating your social media platforms.  By appointing one person or small group of people this task, your posts have a better chance of remaining clear and consistent on a regular basis.  Even though you may have multiple people that can contribute to social media ideas or posts, it is a good idea to have one person act as the “poster”, the editor, the monitor, and the responder, should the need to respond arise.  Choosing social media posts can be very challenging and stimulating, so it’s a positive thing to have ideas from several different sources.  Several people can provide input in all of these areas, but by using one responsible person for the final social media product, it will be simpler to have the same “voice” throughout multiple posts.

  1. Post on Social Media on a Regular Basis

It is a wise idea to post on your social media platforms on a very regular basis.  You can either achieve this by creating a calendar and following through with that designated schedule, or you can use one of the many sources available that will automatically post things for you.  There are software programs available that can be used to post snippets automatically, once you create all of the settings.  You might also decide to outsource the project of providing a social media presence for your small business.

Lucé Media is a company that offers full-service social media marketing and a project-based approach.

Summary

If you own a small business, then having a social media presence is vital to the success of your company in today’s society.  People are so interconnected via social media platforms these days, that, as a small business owner, you should really be a part of this connection.  Social media sites are not just for promoting your small business, but they also provide a place for you to give valuable information to your audience and share the knowledge and expertise that you have acquired over the years.  Use this outlet wisely, and chances are that social media will not just benefit your small business, but will prove beneficial to everyone who sees your posts.

There are a couple areas that will give you free information on how you are currently performing in digital and social media marketing.  One tool allows you to see how visible your company is online, in searches and on multiple platforms.  Click here to add your business and zip code and get your free report.  The second free service is a topline review of your current social media efforts.  To get that review, click here and schedule an appointment.

10 Benefits of Social Media Marketing

10 Reasons Why Social Media Is Your Startup Marketing Plan’s Greatest Weapon

By now the power of social media is well known within the business world. The ability to connect directly to an audience in such a personal way has been an incredible advancement for companies of all sizes, whether they work on a local, national or even international basis. Social media platforms provide a window into the life of the consumer, showing the needs, wants, praises and complaints that before could only be gleaned through stodgy and expensive survey campaigns. Not to mention the helpful details that can be mined through demographic and ad insights alone.

Looking at the statistics regarding social media as it stands today, we can see just how influential these platforms truly are:

  • 85% of consumers within the United States are regular social media users, with 58% of those using social media to connect to brands. (MarketingSherpa)
  • 71% of consumers who are satisfied with social media based customer support, or who have a positive social media experience with a brand, will recommend that brand to others. They will also spend on average 21% more. (Ambassador)
  • 57% of consumers say that seeing positive reviews of a business online is a strong influence on them choosing that brand. (DMN)
  • One in three consumers actively seek out brands on social media. (Global Web Index)

The Importance of Social Media for Startup Marketing

As a startup, particularly if you are limited in your capital or could be described as a bootstrap company, you have a unique challenge awaiting you. No matter how good your product, it won’t go anywhere without the ability to reach the intended audience it was made for. That is just step one. If you can’t convince that audience once you’ve connected with them that your brand can stack up against the big guys, or against the other startups already established in the industry, you won’t move the needle.

Social media is an effective, affordable and powerful tool that will give you everything you need to push your brand into the spotlight. As you achieve growth milestones it also gives you a platform to further hone your engagement and continue that upward trajectory.

Luce Media - Digital Agency & Social Media Marketing McKinney, Frisco, Plano, Dallas

Here are the ten reasons why social media is your startup marketing plan’s greatest weapon.

1 – Increasing Your Exposure

Exposure is not in and of itself the goal of social media use, as it isn’t how many followers you have but what you do with them. However, this is the first step in making a successful social media marketing campaign. You want to build the numbers to get your brand’s message out into the social sphere.

2 – Increasing Your Traffic

Generating traffic is the top reason for most marketers to utilize social media. Thankfully this is a major function of every platform. Regular social media use posted to redirect people to your website is a guaranteed traffic driver.

3 – Establishing Brand Recognition

Half of being successful as a startup is being noticed. Brand recognition ensures that your reputation is preceding you. It shows that you are sticking out in your audience’s mind, rather than getting lost in the sea of faces that is the online marketplace.

4 – Generating Leads

Lead generation is one of the most tedious and difficult aspects of promotion for any marketer. The constant grind can be wearing, but social media makes it easier. You have a pool of potential leads just waiting for you to reach out.

5 – Upping Your Search Ranking

Google prioritizes social searches on their engine, particularly Twitter. You can use that to your advantage by working to make your social profiles as SEO friendly as your website, as well as posting regularly to bring your social profiles to the top of search results.

6 – Gaining Insight Into the Marketplace

When using social research, you can begin to develop better insights into the marketplace at any given moment. Seeing the purchasing habits of your audience is one benefit, though watching the competition can be equally as effective in helping you better develop your own brand strategies.

7 – Building Business-Boosting Relationships

B2C isn’t the only direction you can take your social efforts. Twitter, Facebook, LinkedIn, Reddit and many other platforms give you a launching point for establishing new relationships and partnerships that can be beneficial for your startup.

8 – Improving Sales Figures

Direct sales has been an iffy use for social media since Facebook tried to create storefronts on business pages. But even if in-page checkouts fail to bring exciting results, social media is a great tool for driving conversions by pushing consumers to your site.

9 – Reducing Marketing Costs

Startups have to budget with great care and there are a lot of balls to juggle. Social media is a cheap (in many ways free) marketing tool, with decent advertising options that can work within your business’s means.

10 – Gaining Brand Loyalty

Perhaps the most important part of a startup marketing plan is building brand loyalty. You want to bring your audience back again and again, which is easy if you engage them properly.

Are you looking to improve your social media marketing and digital marketing strategies? The experts at Lucé Media are ready to help your business move into the next phase. We do content marketing in McKinney, TX and Frisco, TX and Plano, TX and Allen, TX.

 

Title image: What Happens in an Internet Minute

What Happens In An Internet Minute

Did you know that every 60 seconds on the Internet around 700,000 hours of videos are being watched and more than 400 hours of videos get uploaded to YouTube? How about 46,740 photos are posted on Instagram every minute. During the same measure of time, an average of 69,444 hours of video was watched on Netflix.

Just a month ago, it was revealed that Facebook has more than two billion active monthly users. That means that in any given month, more than 25% of Earth’s population logs in to their Facebook account at least once.

This kind of scale is almost impossible to grasp.

The scale of the internet is so great that it doesn’t make sense to look at the information on a monthly basis, or even to use daily figures.

Instead, let’s drill down to just what happens in just one internet minute:

what happens in just one internet minute

If you’ve ever had a post on Facebook or Instagram fizzle out, it’s safe to say that the above proliferation of content in our social feeds is part of the cause.

In a social media universe where there are no barriers to entry and almost infinite amounts of competition, the content game has tilted to become a “winner take all” scenario. Since people don’t have the time to look at the 452,200 tweets sent every minute, they naturally gravitate to the things that already have social proof.

People look to the people, brands, and businesses they trust to see what’s already being talking about, which is why influencers are more important than ever to marketers.

In the end, the key is to understand what types of content work to break through the clutter.  Understanding when your audience is online and open to receiving your content matters as well.  And making sure you are posting content that is truly engaging will all bust this huge flood of content.

At Lucé Media we know how to create the type of content that will breakthrough.  Our long history of studying digital media and creating companies to measure effectiveness allow us to open new doors for your growing business. More locally-owned businesses are turning towards the internet to market their wares and services.  Click here to get a free digital marketing analysis.

Picture showing building money with Social Media

Four Steps to Drive Revenue From Social Media

Thе оthеr dау, I wаѕ liѕtеning tо a роdсаѕt аnd thе ԛuеѕtiоn wаѕ аѕkеd if SEO iѕ ѕtill relevant. Thе thоught wаѕ thаt with thе imроrtаnсе оf ѕосiаl mеdiа in уоur mаrkеting, should уоu invеѕt into ѕосiаl mеdiа оvеr ѕеаrсh еnginе орtimizаtiоn.

Picture showing building money with Social MediaThe соuntеr аrgumеnt wаѕ that you саn’t gеnеrаtе rеvеnuе frоm social mеdiа аnd аѕ a ѕmаll buѕinеѕѕ you need to invеѕt in SEO bесаuѕе thаt iѕ how уоur сuѕtоmеrs аrе gоing tо find уоu, thrоugh thе search engines.

Wеll, tоdау I wаnt tо сhаt аbоut ѕmаll buѕinеѕѕ social mеdiа bеѕt рrасtiсеѕ thаt with help gеnеrаtе grоwth аnd rеvеnuе fоr уоur buѕinеѕѕ. If уоu еxесutе against a social mеdiа рlаn, уоu will generate significant rеvеnuе frоm your еffоrtѕ.

KNOW YOUR AUDIENCE

56% оf companies create highеr ԛuаlitу lеаdѕ uѕing Pеrѕоnаѕ. Knоwing whо уоur сuѕtоmеr will hеlр уоur company сrеаtе bеttеr соntеnt fоr ѕосiаl mеdiа, rеѕulting in bеttеr leads аnd ultimately gеnеrаting mоrе revenue frоm ѕосiаl media. If уоu knоw уоur аudiеnсе iѕ уоungеr, bе mоrе рlауful. If уоu knоw уоur аudiеnсе iѕ mоmѕ, ѕhоw mоrе bаbiеѕ. Knоwing уоur аudiеnсе iѕ сritiсаl tо аnу mаrkеting рlаn.

PICK THE RIGHT SOCIAL MEDIA PLATFORM

Wе аll knоw thе ѕtаtѕ, thеrе аrе оvеr 1.3 billiоn uѕеrѕ on Fасеbооk, 250 million uѕеrѕ on Twittеr, and 200 milliоn uѕеrѕ on Inѕtаgrаm. Thе ԛuеѕtiоn bесоmеѕ аrе уоu uѕing the right ѕосiаl mеdiа рlаtfоrm fоr уоur buѕinеѕѕ? Arе уоu uѕing thе рlаtfоrm thаt уоur сuѕtоmеr uѕе? Piсking thе right ѕосiаl mеdiа рlаtfоrm iѕ nоt juѕt аbоut hоw mаnу uѕеrѕ you саn reach. It iѕ аbоut рiсking thе рlаtfоrm thаt rеасhеѕ your сuѕtоmеr, thе right сuѕtоmеr. Yоur buѕinеѕѕ will nоt gеnеrаtе аnу rеvеnuе if you аrе nоt оn thе right ѕосiаl media рlаtfоrm. Bоnuѕ Tiр: Piсk оnе оr twо mаin ѕосiаl media рlаtfоrmѕ аnd dominate. Thе mоrе ѕосiаl mеdiа рlаtfоrmѕ, thе hаrdеr it iѕ tо mаnаgе. Wоrk uр tо uѕing аll ѕосiаl mеdiа сhаnnеlѕ.

SET THE RIGHT SOCIAL MEDIA GOALS

Thеу ѕау if it gеtѕ writtеn dоwn, it gеtѕ ассоmрliѕhеd. Hоwеvеr, mоrе thаn 80% оf ѕmаll buѕinеѕѕ оwnеr’ѕ dоn‘t keep trасk оf buѕinеѕѕ goals. In оrdеr tо bе successful with ѕосiаl mеdiа, уоu nееd to knоw whаt уоu аrе wоrking оn. Hаvе ѕресifiс аnd timеlу goals with уоur ѕосiаl mеdiа mаrkеting.

Here are a few еxаmрlеs of monthly or quarterly gоаlѕ that will hеlр уоu ѕtау focused аnd асhiеvе уоur ѕосiаl mеdiа mаrkеting gоаlѕ аnd gеnеrаtе mоrе rеvеnuе across all platforms:

  • Increase likes/followers/connections/shares/subscriptions by 20%
  • Generate 1, 10, 100 new leads from social media audience
  • Increase foot traffic from social media by 1, 10, 100 new visitors
  • Generate 10, 100, 1000 new website visits from social media audience

BRAND YOUR SOCIAL MEDIA PROFILES

Yоur brаnd iѕ thе rеаѕоn уоu gеt uр in thе mоrning and wоrk 60 hоurѕ a wееk. Yоur соmраnу brаnd iѕ mоrе thаn juѕt a lоgо, соlоr ѕсhеmе, аnd fоnt tуре. It iѕ уоu аnd уоur viѕiоn. Make sure thаt уоur social media audience knоwѕ your brand аnd whаt уоu ѕtаnd fоr. Yоu hаvе ѕоmе real еѕtаtе оn еасh рlаtfоrm thаt nееdѕ уоur attention. Enѕurе уоur рrоfilе picture аnd cover рhоtоѕ ѕhоw whу уоu аrе in buѕinеѕѕ. Sоmеtimеѕ уоu оnlу gеt оnе impression, make it соunt.

Lucé Media works with small and medium size companies to create digital marketing solutions that drive new sales and revenue.If you’re seeking innovative digital marketing solutions for an ever-changing world, you need Lucé Media. Give us a call today at (469) 907-1057.

Or contact us here and we will get back to you quickly.

Forms of Social Media Engagement

Social Media Metrics: The Most Important Analytics To Measure Engagement

Are you using the right social media metrics and analytics tools to monitor, assess and improve your social media performance?

What analytics are you measuring and what should you be measuring in your social media tracking?

Monitoring your social media analytics can make the difference between the success or failure of your social media presence.

Images of Likes, Tweets Share, etc.

Web and Internet concept with social media and social network signs and words on bouncing colorful spheres isolated on white background.

The world of social media has taken off so significantly in recent years that there are now all sorts of different metrics, analytics, and tools you can use to look at the performance of your social media content.

Engagement on social media and engagement with your brand are two separate things. While you think that people are engaging with your brand on social media, they’re still on someone else’s network, with the ability to be distracted by something else – a cat, maybe – at any time.

It’s not your time, it’s theirs.

However, when they move onto one of your properties – your website, principally, you can start to analyze what they’re really doing. And this is where social metrics gets really interesting.

Take, for instance, the difference between Twitter and Facebook visitors once they’ve landed on your site. I’ve frequently found huge differences in subsequent engagement, with many Twitter Graphic Showing: Best & Worst Times To Post to Facebook & Twittervisitors leaving after one or two pages at most, and Facebook visitors (on the desktop) staying for at least four pages. Think of how you use Facebook. During the evening hours, many users will scroll through their feeds until they see the last thing they remember on Facebook.

How likely is your audience to share your content? When your followers and fans feel motivated to spread your message, your engagement can increase exponentially.

You’ll find engagement levels through different metrics in your social media insights. Engagement can be in the form of retweets, forwards to a friend, comments, likes, shares, and inbound links.

The engagement rate for social media is typically defined as the total number of interactions with your content divided by the total number of impressions it receives. While this KPI (A Key Performance Indicator is a measurable value that demonstrates how effectively a company is achieving key business objectives) can help you determine at a high-level if people engage with your social content, it won’t tell you if they do so in ways that are meaningful and profitable for your business. What counts as a meaningful social interaction varies from industry to industry, and even from company to company.

If your social metrics include irrelevant actions, it will be difficult to tell if you’re making the impact you intend. Thus, it’s important to have a narrowly defined engagement rate that only includes interactions relevant to your brand goals.

To develop a custom engagement rate, the first step you need is to define the engagements that matter.

Facebook interactions and engagements take form in:

  • Likes
  • Comments
  • Shares
  • Video Views
  • Views of Facebook Live
  • Link Clicks

Instagram (although owned by Facebook) has its own form of engagement tools:

  • Hearts (double tapping)
  • Instagram stories
  • Commenting
  • Inbound messaging
  • Regramming

Some of Twitter’s default engagement rate includes all interactions:

  • Retweets
  • Replies
  • Follows
  • Likes (hearts)
  • Link clicks
  • Hashtag clicks
  • Profile photo clicks

A general guideline for determining a user’s level of effort is to consider how engaged or interested that user is at the moment they interact. A simple and easy formula is to assign a weight system based on the user’s level of effort. For instance, if a user were to give you a Like on Facebook, heart on Instagram or a Like on Twitter – you would assign a 1 to that action given it is the lowest threshold of engagement you can deliver on those three platforms.

On the other hand, if a user viewed your video or watched a Facebook Live session – you might assign a 3 to that action in that it required more engagement on their part.

Along those lines, if a user SHARED a Facebook post or Retweeted a tweet you might assign a 5 to that action.  The viral nature of that engagement will potentially yield you more followers or customers in the end.

In the end, we recommend you harden your social reporting. Make sure the information you are collecting and monitoring is relevant, make it real-world, and not stuck in the isolated environment of the social network itself. Then you’ll get the acknowledgment and the return on investment that you need.

Here at Lucé Media, our team works with small- to medium-sized businesses and individuals who want to benefit from innovative, exciting new approaches to digital engagement. If you need top-notch assistance with your social media branding efforts, contact Lucé Media today!