It’s no secret that social media moves at the speed of light. Within 30 seconds of signing in to Twitter, for example, there are at least 120 new updates. With this pace, tirelessly trying to keep up with posting, creating content, or engaging with others can quickly cause overwhelm to set in.
With no strategy centered around a brand’s social media presence posting and engagement will quickly become sporadic and stagnant. Perspective clients and customers often look to social media to see how active and relevant a company is before contacting or making a purchase. A strong social media presence with timely community management can lead to more sales calls and clients over time. Social media allows a company to “walk the talk,” if you will, and give customers a more dynamic impression of the company that isn’t limited solely to descriptions on the website. Social media allows a company to be personified and show how they effectively support their customers and followers no matter where they stand in the purchase cycle.
Even if you don’t have a lot of time to dedicate to social media it’s vital to stop once in a while to take a pulse reading to understand what’s working and what’s not working. This will in the long run be a time saver allowing you to focus on producing content of the most value to your audience.
Here are a few key performance indicators we recommend reviewing:
Twitter at a Glance:
Engagement: Favorites, Retweets, Responses
Average follower gain per day
Audience top interests
Facebook at a Glance:
Engagement: Likes, Shares, Comments
Demographics: Who is your audience and are you speaking to them correctly
Taking the time to measure results is critical to understand success in social media. Your audience will not only thank you but so will your bottom line.
Charlotte Chipperfield, Founder & CEO
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