At one time, it was a question of whether your customers were on social media. That is no longer a question. It is not IF your customers are on social media, it is what networks are they on. It does not matter what line of business you are in, if you are consumer- to- consumer, or business-to-business, your customers are using social media. They are looking to social media for brand recommendations, brand familiarity, and customer service. But what does that mean for companies? What kind of presence do companies need in order to meet the demands of this evolving consumer base?
Many companies get caught up in the vanity numbers. Vanity numbers are your followers. People look at their account and say an account with a big following is important. But they are called vanity number for a reason. They are empty. Twitter recently brought this to light with their big purge of bot and inactive accounts this past summer. Many people’s followings had devastating losses. The losses were bots or inactive accounts. They were not active or real people. Though a follower count took a big hit, the affect on actual Twitter as a tool for revenue was zero. The simple message is this; Twitter followers do not matter. Twitter actions matter.
"ROI does not come from a big follower base. ROI comes from actionable tweets."
The phrase, “It’s not the size of the boat, but the motion of the ocean” holds true when it comes to social media. Many small accounts are extremely effective. So what does a company want if not followers?
Effective social media stems from engagement, impressions, and good customer service, which all lead to clicks. But of course, this formula is not accurate for everybody. The true answer to what is effective social media is to look at what your company really needs. What are you trying to accomplish? Everyone wants, clicks, engagement, followers, good customer service, exposure, to go viral, etc. However, if you could have two things, what would they be? When you can answer that question, you can build an effective social marketing strategy that will deliver those results.
Once you have identified what you want you need to look at how to get it. I have been working in social media since 2009. In that time, social media has grown, strategy has changed. A strategy that worked two years ago is dated now. The hardest problem to solve for most companies, is what is effective does not always match what they want their social media to look like. Many people like the idea of posting once a week on Facebook or Instagram, and then tweeting a couple of times a day. They like going to their profiles and seeing these update frequencies. Their friends tell them that it is nice and not overwhelming. That is great if you don’t care about the results. Look at the results from that? I bet they are underwhelming.
The average lifespan of a tweet is 18 minutes. The average lifespan of a Facebook post is 2.5 hours. After that period of time, the majority of the people who are going to see your post will have already seen it. That means if your audience is not logged in when you tweet or post, they likely missed it. As social media gets flooded with information, scarcity marketing (aka light posting) means you get lost in the sea of information. You need to not only jump into that sea, but you need to stand out. Typically this means increasing your frequency and making sure your posts are interesting. Though there is no million dollar tweet, there are ways you can help make your tweets and posts stand out.
1. Be visually interesting. Add gif’s or meme’s to your posts, include emoji's and make your writing personable. Emoji’s have been shown to increase emotional reaction to posts and tweets by up to 40%.
2. Use #hashtags. Do not be afraid to use hashtags. Nearly all the social networks utilize them, but keep in mind they utilize them differently. 3-5 hashtags in a tweet is ok, up to 30 in Instagram is fine, and 1 or 2 in Facebook is ok. Make sure to use the appropriate number of hashtags for the network, otherwise you look amateur and spammy. Also make sure to research your hashtags to ensure you are using appropriate ones for your audience and your goals.
3. Have a personality. Do not be afraid to be funny or cheeky. Try to bring in some personality into your tweeting. People are more likely to follow you, pay attention to your posts and tweets, and engage with you if your posts and tweets are interesting.
There is not one tweet or post that is going to drive all your clicks and make you a millionaire. But a good strategy will deliver good ROI.
7 Veils Media is a premier social marketing firm. If you need assistance with your social media marketing, please go to 7veils.com to contact us.