Is Your Social Media Marketing Working?
Social media marketing success is often applied and measured in terms of engagement, engagement, engagement. Did you hear that you should be using social media for engagement with your customers or targeted customers. Just get more engagement on your social networks, and your business dreams will come true.
Great, it’s about engagement…so what the hell does that mean?
I am certainly one to promote more interactions between your business and your audience. It’s vital. But I try to distinguish myself in this cluttered space just a little bit by pealing back the onion and digging into the meaning behind the activities.
Engagement is worthless if you don’t know what kind of interactions lead to achieving your digital goals and objectives.
What does your WIN look like?
If you’re trying to get more sales, how much traffic leads to a trial of your product. How many trials lead to a sale? Which networks lead to the most traffic, why?
Creating engagement for the sake of interaction doesn’t achieve much more than more work. The lack of strategy and thought behind the activities cause actions to be mistaken for momentum. Dig deeper to establish a list of interaction criteria that you are aiming for. What types of engagement signal more interest in your business?
Yes, ReTweets on Twitter are important. It means your network is actually reading your Tweets. But do those RT’s lead to an increase in traffic? Do those who ReTweet you on Twitter ever ReTweet anything else? Are you even measuring for that?
Understand the digital steps and actions it takes for you to be successful…then focus on getting more of them. The techniques and actions will be different for everyone because all of our goals are different. But if you don’t understand what your WIN looks like, you’ll never know if any of your activities are really doing anything.
Focus on outcomes much more than pure numbers. If you’re currently getting 10,000 hits / month on your website…will 20,000 bring any more success? If your not doing much with 1,500 Facebook book fans, what will 5,000 do for your business? Identify what your win looks like,and focus like a laser on that.
Happy digging.
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Scott S. Bishop is editor for Real Time Marketer and a marketing strategist with a specialty in social media. He is an avid blogger and active across the net. He is @thescottbishop on Twitter
