Content marketing is an essential consideration for any business hoping to build a robust online presence today. Chances are good that when you think of content marketing, you picture techniques like blogging, social media posts, creating reports and whitepapers, and the like. Read more
It’s no surprise to anyone that Instagram has become one of the most effective strategies for growing and marketing your business. Cultivating a social media presence is one of the best ways to engage your audience and triple your sales. So, how exactly do you go about creating a successful corporate Instagram presence? Here, we’ve outlined some tips for doing just that: Read more
So here are some new numbers for those of you keeping track of Social Media. Approximately 2 billion internet users are using social networks, and these figures are still expected to grow as mobile device usage and mobile social networks increasingly gain traction.
The most popular social networks usually display a high number of user accounts or strong user engagement. For example, market leader Facebook was the first social network to surpass 1 billion monthly active users. In contrast, recent newcomer Pinterest was the fastest independently launched site to reach 10 million unique monthly visitors. The majority of social networks with more than 100 million users originated in the United States. Still, European services like VK or Chinese social networks Qzone and Renren have also garnered mainstream appeal in their areas due to local context and content.
Consumers’ social network usage is highly diverse: platforms such as Facebook or Google+ are highly focused on exchanges between friends and family. They are constantly pushing interaction through features like photo or status sharing and social games. Other social networks like Tumblr or Twitter are all about rapid communication and are aptly termed microblogs. Some social networks focus on community; others highlight and display user-generated content.
Due to a constant presence in the lives of their users, social networks have a decidedly strong social impact. The blurring between offline and virtual life and the concept of digital identity and online social interactions are some of the aspects that have emerged in recent discussions.
If you need help growing your business on various social media platforms, drop us a note here at Luce Media, and we’ll get right back to you.
We want to help you take advantage of all that social media can do for your business. There are well-researched methods that deliver great social marketing. Here are just a few components of an excellent social media marketing strategy:
- Brand recognition: By creating a social marketing strategy that involves multiple social networks, you increase the chances of your brand being seen by potential clients. The more your brand is seen, the more people start to recognize it and trust it.
- Level the playing field: A business can grow an online following through social media just as quickly as a large corporation. Brand loyalty is precious and can help you retain customers even when larger competitors try to step in.
- Communication and Exposure: Today, you can reach out to your customer base through social media in ways like never before. Beyond your personal touch, those customers can share your products and services to their social networks as well. That personal interaction can go a long way towards earning and keeping their business.
- Reduced marketing costs: Social Marketing can be a relatively cheap platform to advertise to your current client base. By utilizing the social media tools already available, you can reduce the amount of money you spend on traditional marketing methods and reach a larger market.
At Luce Media, we start by gaining a clear understanding of how your business is currently performing in social media. Using this Data and Insight, we craft social media experiences that rapidly accelerate your business. Sign up for a free Social Media Strategy session today.
I hear the debate all the time when looking at social metrics. Of course, I’m referring to the Twitter debate. Is Twitter still a good social platform for business? Should we consider Twitter to be a marketing tool, or is it just for people who have a lot of time on their hands and have a need to jibber-jabber all day long? Think of Twitter as a means to get instant public messages out to your audience, whether it is an audience of friends, colleagues, or potential customers.
Twitter is becoming an increasingly important platform for online communication and, yes, conversation. And where there is a conversation – there is opportunity and money. For example, the latest research shows 61% of customers’ purchasing habits are decided by those companies that deliver custom content. So content and Engagement are critical components of a successful Twitter strategy. But how and what you measure on Twitter concerning social metrics will point you in the right direction for executing a successful strategy.
By measuring how your audience responds to your Twitter presence, you’ll turn what seems like random interactions into an actionable strategy.
Every social media platform has its lexicon when naming features and taking action, and Twitter is no different. You can run month’s worth of reports, but they won’t mean a thing if you don’t have set goals and are trying to measure something you don’t understand.
To help you better navigate your Twitter metrics, here are some of the standard, most basic social metrics you should know about the platform.
- Direct Messages (DM): These are private messages sent from one Twitter user to another. They can be used for one-on-one conversations or between a group of users. Twitter’s 140-character limit no longer applies to DMs.
- Likes: This is used to represent a stand-out Tweet. The motivation behind clicking “like” is subjective, but it’s usually positive in sentiment. Likes replaced Favorites in 2015 and use a heart instead of a star icon. According to a Twitter product manager, this change was primarily due to the versatility of the heart. It meant to be a change towards something more universal that can be understood easily by new users.
- Followers: The number of people that currently subscribed to your updates.
- Mentions: Refers to a Tweet in which your @username is included.
- Replies: A response to a Tweet that begins with your @username.
- Retweets (RT): Occurs when a user shares an existing Tweet published by you (or another Twitter account) with their followers.
Get to Know Your Twitter Activity Dashboard
There is an activity dashboard available to any Twitter user who has signed up on the platform (or who has access to
Twitter Ads). The data displayed on your dashboard can help you optimize the effectiveness of your Tweets and inform you on what types of content you are creating for both paid and organic Tweets.
This activity dashboard will offer you some potentially valuable information. Here, you’ll see how people engage with your Tweets in real-time, and get a detailed view of the number of retweets, replies, likes, prompted follows, and clicks each of your Tweets receives. You can also get detailed insights into who’s your audience.
Your dashboard is separated into three main areas: Tweets, Audiences, and Events. These are the key metrics you will find here:
- Home Tab-Your Home screen provides a monthly at-a-glance summary of your Twitter highlights. This includes your:
- Top Tweet
- Top mention
- Top follower
- Top Media Tweets
- Tweets published: The number of Tweets you posted during a given period.
- Tweet Impressions: The number of people who saw your Tweet in their timeline or search results
- Profile Visits: The number of times your profile is visited as a result of a Tweet.
- Mentions: The tweets that mention your @username and received the highest number of any reactions or impressions. This does not have to be posted by the user; the user only needs to be tagged or mentioned.
- New Followers: The number of people who weren’t previously subscribed to your Tweets and now are. If you lost followers, this would be a negative number.
- Tweets linking to you: The number of Tweets that a user’s Twitter Card(s) gives a summary of a website or video through an image tweeted by the user or others.
Under the tab labeled Tweets – these are the most important metrics to track:
- Engagement: This is a user’s interaction with your Tweets. It includes mentions, replies, retweets, likes, line clicks, and new followers.
- Tweet Impressions: This directly relates to the number of followers, mentions, and retweets that a user receives. How many streams a tweet is added to.
- Engagement Rate: The number of engagements or clicks on the tweet, including likes, retweets, and follows, divided by impressions.
We should point out that this “Tweet” tab focuses solely on Tweets that you’ve created (including replies you’ve sent) and doesn’t include any Tweets that mention you.
Audiences Insights Tab
The more information you have about your audience, the more compelling content you can create. The Audience Insights tab helps you discover valuable information about your followers and the people who’ve engaged with your Tweets. Here you’ll have access to data about:
- Demographics: Such as gender, language, origin, gender, income, marital status, education, and more.
- Interests: A real-time interest graph displays what percentage of your audience are interested in specific topics, ranging from technology and entertainment to business and tech news
- Lifestyle: Identifies the occupation, TV viewing preferences, and political affiliation of your audience.
- Purchasing behavior: Breaks down your audience’s buying style and the types of consumer goods they favor.
- Mobile footprint: Informs you about which wireless carrier and device your audience is using.
Twitter Metrics Reports to Run
- The Profiles Report
Your Twitter Profiles report will help you see how your audience is interacting with your content. From this report, you can build an engagement strategy that’s relevant to customers and drives performance.
- The Twitter Comparison Report
The Twitter Comparison report is a way to gain insight into how your Twitter strategy stacks up against your competitors. Through this report, you receive a breakdown of your engagement, influence, follower growth, and mentions—and then compare that to one of your competitors to see where your strategy can be improved.
- The Twitter Listening Report
One of the newest features, the Twitter Listening report, lets you track current and historical keyword usage data across Twitter. In addition, it calculates aggregate Tweet counts for any keyword or phrase on Twitter across any time period.
With the Twitter Listening report, you can better understand the effectiveness of your Twitter campaigns and uncover trends in the usage of brand keywords and hashtags.
Put Your Best Foot Forward
Content is a massive piece of your social media marketing strategy. However, creating powerful content that delivers results requires actionable data. When paid attention to, your Twitter metrics can significantly impact what you get out of the social network.
While there’s no right or wrong way to track your performance on Twitter, using these basic tools can help your efforts on Twitter become more productive with your reporting and social metrics.
But are These Metrics Enough to Grow Your Business?
Over 500 million messages are posted every day on Twitter. How many mentions your business? What about your company? This might be a good time to find out. The metrics described above are the most basic metrics offered by Twitter. But in a world where deep data can make or break many marketing campaigns – new metrics and new measurement methods have proven very successful. At Lucé Media, we offer a product called ShareRocket that provides an intense dive into social media metrics of all types.
Our social media metrics tools will allow you to manage your entire social footprint with the social metrics that matter. Our SHARE and SEI® metrics are simple to understand, yet robust social metrics that change the culture and improve the performance of your entire organization. Strong metrics guaranteed to move your business forward.
We have created the industry’s best real-time metrics to manage every level of your brand’s social presence. Look at your performance on Facebook, Twitter, and Instagram at a glance. Then, dive deep into our dashboards and reports for actionable insights.
Lucé Media customers see dramatic growth over their competitors using standard analytics tools like those we have described in this article. Grow your Engagement and expand your revenue opportunities. Clients using Share Rocket see up to 150% more Engagement than using standard analytics tools.
The rise of social media has presented brands with a new, more direct way of communicating with their customers. Instead of planning ad campaigns months in advance, brands can now react to trending topics in real-time, weigh in on current events and just be in touch with the world. Unfortunately, social media advertising done poorly is like throwing money down the rabbit hole.
While the tone on social media channels is typically less formal than in more official communication channels, and brands like to present themselves as humorous and snappy, there are limits to what brands should do on Twitter, Facebook, or other social platforms. For instance, are you getting the engagement on social media you think you should?
According to a recent study from Sprout Social, making fun of customers is the worst offense brands can commit on social media. Brands should also refrain from talking politics, using slang, or bashing competitors, as all these things are considered annoying by most of their customers.
This chart shows consumer sentiment on-brand behavior on social media.
Fear not if you’ve made these mistakes in the past:
The majority of us have made the same mistakes. Just learn from them and move on.
Social media spending is expected to climb to a 20.9 percent share of marketing budgets in the next five years. This share was only 5.6 percent in 2009. What is striking, however, is that only 3.4 percent of marketing leaders report that social media contributes very highly to firm performance; 40 percent report a below average contribution (see insert).
These are among the latest findings from The CMO Survey. Conducted biannually since August 2008, the latest edition received responses from 289 top marketing executives.
What explains the disconnect between social media spending and marketing impact?
- Social media is often going solo: When asked to rate how effectively social media is linked to their firms’ marketing strategies on a 1-7 scale where 1=not at all integrated and 7=very integrated, marketing leaders report an average score of 4.2. Although higher than 3.8 from 4 years ago, this number is still too low to get the best returns on social media investments.
- Customer social media information is not integrated with other customer information: Companies are not integrating customer information from purchasing, social media, and other communication channels. On a 1-7 scale where 1=not at all effectively and 7=very effectively, the average customer integration rating across these three sources is 3.4, which is a poor showing and lower than last year. This means companies do not yet have the critical 360 that could help them increase customer acquisition and retention.
- Proving social media’s impact is elusive: This has remained a challenge for marketers, and new results indicate that they have yet to get a handle on it. Only 11.5 percent of marketing leaders report they have proven the impact of social media quantitatively. Another 40.6 percent report having a good qualitative sense, but not a quantitative assessment. 47.9 percent report have not been able to show any impact yet.
- Partners may not be fully utilized: As companies build a presence in social media, they often seek outside agencies to help. In fact, marketing leaders report that 20 percent of their social media activities are performed by outside agencies. One challenge is that old “not invented here” syndrome—where companies fail to accept new ideas developed outside their borders—could be keeping this external expertise from making its best contributions.
- Cross-functional marketing leadership is needed: Marketers lead social media activities in 83.9 percent of companies—a percent that has climbed from 71 percent in 2011. Marketing leaders managing social media need effective cross-functional skills in information technology and traditional marketing to make social media effective.
- Lack of social media goals: Many companies do not have clear objectives for their social media activities. Without objectives, what should be measured? The best social media activities have a clear objective and measure performance against it. For example, in the recent survey, 15.6 percent of companies reported they will invest in social media to develop new products. Given this, what process and outcome metrics make the most sense to assess impact in this area?
- Social media expertise is not embedded in marketing teams: Social media experts should be closely linked to the brand and customer teams they support. This involvement pays off because social media experts are tuned into the latest platforms and know which approaches generate interest from current and potential customers, fans, and enthusiasts. As a result, these experts can guide brand and customer teams to think differently.
- Failure to drive toward the financial performance connection: Results from prior surveys indicate that companies are using more intermediate performance indicators such as buzz. This is a good choice to show social media’s initial contribution. However, lifts must ultimately be understood in terms of customer outcomes, such as acquisition or retention rates. Doing so may require companies to perform more thorough experiments with their use of social media.
According to new commissioned research conducted by media industry leader Scott Moore on behalf of Share Rocket, marketers must understand, measure, and harness the metric of media engagement to drive ad effectiveness with today’s digital-savvy consumer.
The research, “Consumer Engagement: The Important and Often Overlooked Role of Social Media Engagement” showcases insights and findings on the current online advertising ecosystem, the shifting behavior of consumers, and immediate steps marketers, advertisers, and publishers can take to tap into the potential of engagement and a more effective revenue stream. Key findings of the research include:
- Engagement is Overlooked: While engaging content has dramatically improved, it is the audience targeting capabilities that still get most of the attention.
- Quality of Inventory: There in no universal standard around measuring or valuing engagement in digital advertising. Social media from trusted publishers is extremely valuable and has intrinsic characteristics: reach amplification, audience receptivity, viewability and brand safety.
- Social Media Fear Be Gone: The fear of social media still paralyzes companies when it comes to measurement and integration of digital advertising on Facebook.
“The role of this engagement is a frequently-overlooked component when creating, sustaining and measuring how the content is resonating,” said Chris Kraft, CEO of Share Rocket. “Media engagement is essential to delivering customer engagement and should be the industry standard when measuring the success of digital advertising campaigns.”
According to the research, companies most effective at engaging their customers were 2.2x more likely to grow market share versus the previous year. With 86% of CMOs expected to own their companies complete customer experience by 2020, it is critical that marketers understand historically engaging content in a way that allows them to replicate or create success. Engaged consumers are more likely to make a purchase, try new services and become brand advocates – all of which makes them a priority target for marketers in 2017 and beyond.
“Technological innovation and its subsequent impact on the marketing landscape have rendered the traditional rules of marketing obsolete,” said Scott Moore. “The marketers who will win in this new environment will be those who best capture consumer attention and create engagement. And the battleground in the future is more likely to be among new, digital channels than traditional channels.”
Luce’ Media can provide you with with a bundle of media engagement metrics to win in this new environment.