500 Social Media Marketing Tips

Before You Begin: Key Considerations For All Social Media Marketing Peer pressure, success stories in the media and general hype tell today’s business owners that having a presence on social media is essential. 
That’s not to say a business couldn’t do well without utilizing social networking, but they’d certainly be missing out on a myriad of

opportunities to build and grow. 

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While there is a possibility that you will get really lucky, in most cases this kind of unplanned approach will lead to unrealistic goal-setting, poor results, a huge waste of time, and ultimately a defeatist attitude that discourages you from the idea of social media marketing completely. 

To ensure that this doesn’t happen to you – and to give you the best chance of success - I urge you to digest the key considerations for social media marketing detailed below.

By the end of this chapter you will have a firm understanding of what kind of approach works for business on social media and how to pursue your efforts in a well-planned, logical direction.


Decide which social networks will work best for you Unless you're a big company with the resources to plow full speed ahead into every potentially viable social platform, chances are you're better to focus on one or two “core” social networks first. 


It's better to excel on a couple of social networks than be mediocre on five or six. And while social media marketing is (mostly) free, your time is valuable. Indeed, depending on the type of business you run, not every social media site is going to suit your marketing, your audience, or what you are trying to achieve.

To help you decide where to begin, identify those social networks where your target audience already hangs out, or use customer personas and research of social network demographics to judge where you will best be received. 

Joining Facebook and Twitter is often the go-to choice for brands simply due to their sheer size and influence, but more "niche" communities with their own unique attributes - still with hundreds of millions of users, mind you - like Pinterest, Instagram, or LinkedIn, might be where you find you can make an impact more successfully. 

You'll learn all about what each particular social network brings to the table as they are introduced in the chapters to come, but to start off, experiment with a couple of social networks where you can invest some significant time, track your progress, and then either build on your achievements with them, or steadily begin to experiment with other platforms on which you might have additional (or better) success. 


Define and assess your goals Before you start posting content to social media, it is useful to define the guiding themes and overall goals of your strategy, as these will help you shape the way you approach what may well become the linchpin in your marketing machine. 

I'm a fan of the SMART technique for creating actionable social media goals. Here's a breakdown; hopefully it’ll help you too: Specific: Be specific in what you want to achieve. 


Do you want to raise awareness of your brand? Increase sales? Improve customer service? 

Strengthen loyalty? Measurable: How will you know that your goal has been achieved? What analytics tools will you use to track your progress? Achievable: Is your goal realistic ? 


When you are just starting off, don’t aim too high, at the risk of being deflated if you don’t hit your projected goal; getting really adept at all this stuff (particularly if you are approaching social media marketing seriously for the first time) takes a while. 

Relevant: Is your goal aligned with your company's mission, vision and values ?


Time Specific: How soon do you want to have achieved the goal? To add a focus to your marketing, stick to one overarching goal at a time, e.g.,

"I want to increase traffic to our website by 15% in the next 3 months". 

For example, if you’re a shoe store owner and you normally sell 20 pairs of shoes a day, why not aim to use social media to help you sell 25 per day? After a good amount of time (at least a few months), evaluate where you are by using analytics tools, social insights (likes, followers, comments), and other metrics to help you track and measure your activity - you'll find lots more information on these shortly. 


Perform an audit to help shape your content strategy Carrying out an audit is one of the best ways to get an idea of the strategy for developing social media content that will resonate with your audience, and a great way to decide upon what you want to post to your audience. 


Take time to identify your audience's needs, desires, and interests on social media - ask yourself what problems you can help them overcome, what questions you can answer, what type of content they prefer (e.g. text, photo, graphics, video), and when they are most likely to be around to see it. 


Tools like SEM Rush and TrueSocial Metrics are two popular paid options if you want to dig right down into the details, but you needn't spend a penny to get a good, general idea... especially if you use your competition to help you out! 


First, identify your competitors. You'll probably know them already, but a simple web search will tell you. Then visit their websites and social media profiles for a nose around. 


Make notes on how often your rivals publish blogs and status updates on social media, and which content seems to perform best for them based on the number of likes, comments, and shares. 

You can gain further insight by identifying how much of this content appears to be original versus shared from other sources, and what the topics and tone of voice used are like. 


Use the information you gather to mirror successful types of content in your own social media strategy, but also to identify gaps and opportunities where you can do better. 

Note: See the Premium Content Bundle chapter of this book to download a ready-made 24-question template to help your business plan and execute your social media strategy, and perform a simple competitor analysis. Plan ahead with a social media content calendar One of the stiffest tests facing brands on social media is to consistently publish high quality content for their fans. 


A company's social media presence that appears abandoned is the digital equivalent of turning your lights off. Because you're not updating online, people will assume that you're going out of business, even if the opposite is true.


Consistency here can really help to boost levels of engagement by enabling fans to anticipate your next post. It will also foster a stronger relationship with your audience (who will keep coming back for more). One of the best ways to help get it right is by compiling a social media content calendar.


An editorial calendar will allow you to plan your activity for weeks - or even months - in advance. 


This foresight will allow you to plan everyday posts as well as building seasonal themes into your updates, and prevent you from posting sub-par stuff just because you need to publish something. In addition to planning for the big holidays like Thanksgiving and Christmas, you will also be able to map out a strategy for “mini holidays” like July 4th or Valentine’s Day, occasions where fans are actively searching on social media for deals, discounts, advice, etc. 


The ability to scan a social content calendar regularly will also provide you with a way to step back from day-to-day posting and re-affirm your wider strategy. Of course, spontaneous posting to social media still has a place, but for the foundations of your strategy, a content calendar is highly recommended. 


One simple way to plan a content strategy (that can be used to populate your calendar and prevent yourself from becoming overwhelmed) is to create a daily theme across your social networks. 

For example: sharing a new blog post on Monday, asking a question on Tuesday, an infographic on Wednesday, a quote on Thursday, etc.


Note: Download my ready-to-use social media content calendar templates via the Premium Content Bundle chapter of this book.


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Re-purpose content across social media It is worth emphasizing that something that might be distributed as one piece of content in the real world..


(a press release, say), can be marketed as four or five content pieces for social media: blog about it, tweet, make a video, share on Facebook, turn it into an infographic for Pinterest, etc. 


This is a fantastic strategy for making the most of your content creation, particularly if you are strapped for time or low on resources. 

Drop old-style communication methods and get social – find and define your social voice Successful social media strategy requires just that - a social strategy. TraTraditional marketing techniques like TV and newspaper advertising worked because the direction of communication could only go in one way (from brand to consumer) with little chance for reply, but social media means that this is no longer the case. 

Now that a two-way dialogue is firmly established and your brand is under the spotlight 24/7, you must resist the urge to talk at people, and adapt your tone of voice and communication methods to connect with them on a human level - speaking to them in a personable manner and listening with intent, rather than just hearing and doing nothing about it. 


As a brand, that’s the moment you need to connect with customers, keep their attention as time moves on (if you aren't attempting to build momentum on social media, you’re moving backwards), and ultimately win their trust, loyalty, and business. 


Here are a few “versus” examples to show how a little bit of thought into your language can make a big difference in the impact of your communication. Hint: the preferred language comes second in each example…

Putting emphasis on the customer: 
“We’ve just launched our new sunglasses range for summer, check it out!” vs “Earn your stripes by breaking boundaries in new Double Bridge shades 
// #‎ItTakesCourage‬ to push yourself.”‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬‬ Providing clear value: “Read Our Best 26 Running Tips” vs “26 Running Tips That Will Help You Run Faster And Longer This Summer.”

Building curiosity: “Study shows volunteering is key to improving your wellbeing.” vs "71% see volunteering as key to improving wellbeing. Learn how your company can give back." Keeping language simple: “Our research and calculations indicate that purchasing our air conditioning unit reduces the temperature of the home by an average of 10 degrees – how fantastic is that?” vs “We’ve done the math! Our sums show that our air conditioners make your home 10 degrees cooler, even on the hottest days!” 




There’s tons of advice for general content ideas in later chapters, to which the above language best practices apply, but for starters ask yourself: who are your customers? What are their stories? How does your product or service make their lives better? 


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And how can you speak to them in a way that resonates? On the subject of image use for social media, studies show that images of humans (as compared to inanimate objects) - especially those smiling and making eye contact with the viewer 

- can help to drive conversion rates.

Even if the product you are selling isn't tangible, 

e.g. data or financial services, you should still try to incorporate people and human faces into at least some of your images, whether they be of you, your customers, or simply people in stock images. 

On a related note – and a powerful pairing to text alone – are emoticons or Emoji - fully-drawn, expressive emoticons and ideograms that have fast become a universal language all of their own, can add a whole new layer of fun and expression to your status updates. 


A study by Amex Open found that using emoticons in status updates increased comments by an average of 33%, while a separate investigation by Buddy Media discovered that posts with emoticons received on average 57% more likes, 33% more comments and 33% more shares. 

Perhaps more significant is that many social sites – Twitter, Instagram, and Facebook included - all support the use of Emoji –Instagram found that nearly 50 percent of all captions and comments include at least one emoji.


So, it may well be worth experimenting with emoji to see how they can fit into your brand’s copy.

So now you know that to succeed on social media,

you need to maintain a cliché-free zone, with genuine communication, imagery, and stories that capture people's attention. 

As alluded to earlier, real people (especially on social media and especially the younger generation) don’t respond to marketing speak, and will be quick to ignore you if they suspect it.


Rather than trying to manipulate fans into buying products or service, showcasing your and your brand's true values and personality will go a long way to setting you apart from your competitors. 

Don't over-promote:

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build relationships and provide value The vast majority of social media users do not visit Facebook, Twitter, Pinterest, et al. to be given the hard sell by companies; they use them to interact with family and friends and to be entertained. If they do "like" or "follow" brands on social media, they often do so on a whim (think about the number you "like" or "follow").  


And all but the most passionate fans won't care to see every single post you publish (in fact, it is unreasonable to think that such a thing might be possible unless you spend a lot of money). Therefore, it is your job to convince people to enjoy having your business as something that is a big part of their everyday lives, and continue to earn your place - don't see it as a right, see it as a privilege. 


You do this by building trusting and loyal relationships, by being friendly, sharing great content, helping people with customer service issues (with the odd promotional post in between, of course... which if the rest of your strategy is on target, your audience really shouldn't mind). 

Ultimately, with social media content in mind, change your mindset from "what can we sell you?" 

to "what can we do to help you?", because in terms of choosing to follow a brand on social media, your fans will certainly be asking the question 
"what's in it for me?" 

With competition up and organic (non-paid) reach (the number of people who see your content) at an all-time low, it is crucial that the content you post touches people on a personal and emotional level. 


Some of the most powerful emotional triggers are humor, awe, anger, and even narcissism (stuff that, by sharing, makes the individual look good in front of their peers on social media). 

Once you hit your stride, one useful exercise to help you keep on track is as follows: from time to time, stop and take a look at your last 10 social media posts and ask yourself this question: 

“What value am I providing and what purpose am I serving ?” 

If you cannot clearly define the answer to this question, you should think carefully about amending your strategy to better reach audiences who are now smarter and savvier than ever before -- people who easily look past weak content or an over-sale-sy message. 

Just as in the real world, social media followers will resonate with a brand that they can love and trust, much more than one whose sole purpose seems to be to encourage them to open their wallets at every opportunity.


To reiterate the point I made above, you should strive to become a seamless part of their expected social media experience, not a jarring element that they want to skip past. All of this good work will build a positive image around your brand and slowly convert into sales.

Post consistently, with high quality content and stuff that resonates First and foremost, don't launch a presence on a social media channel, post for a few weeks, and then let its activity dry up! For most social networks, one, two or three updates per day is a good target.  

At a minimum, you should post at least a couple of times a week so that your content continues to appear in the news feeds of your most engaged fans. 


If you're really not in the position right now to pay much attention to social media, it is more important to be present than completely absent, even if that means putting aside just one day a month to update your social profiles with 

a link to your new blog post, 
uploading a video to YouTube, or giving insight into your work on your LinkedIn Company page. 

At least then, when the time comes that you're ready to expand your efforts, you have a foundation to build on. 

Once you’re at that stage, consistency is key.
One of the main reasons that brands fail on social media is because they do not post enough.

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To single out Facebook as an example of a social network that a large majority of brands use, here's some wider perspective to explain why consistency is so important: When someone visits their Facebook News Feed, there are an average of 1,500 possible posts – generated according to the site’s complicated algorithm - that the user can be shown at any given time, from friends, 

Pages, groups, events, etc. In addition, around half of users don't check Facebook every day.

And of those that do, they only browse for around 30-60 minutes in total. For all of these reasons, the chance of all of your posts being seen and engaged with among all of that competition, is diminished considerably.


In fact, without paid promotion (which we will look at later), Facebook makes it almost impossible for all of your fans to see all of your posts (the average being just 11%), and brands must now work hard to eek as much free, organic reach out of their Facebook activity as possible. 

In addition to the above, in order to make sure that as many people as possible encounter the content you post (either on the social network where it was originally posted or if shared elsewhere), the content used to promote your business (either directly or indirectly) must be worthy of fans’ attention, 


i.e., the kind of entertaining, helpful, inspirational, valuable stuff that people will like, comment, click (if a link is included) and share. 


Most people and businesses have a handful of "go-to" sources, either in their favorites or subconscious – websites and social profiles that they routinely share from (you probably have your own, in fact). 

This selection promises them consistently valuable content they can share with their friends and fans, and your aim should be to become one of these trusted sources.


That doesn't mean that every update that you publish has to be a world-beater. 

It’s perfectly fine to make small talk, to build connections in a more relaxed way. You might even find that’s often what works the best - sometimes a simple question like “What are your goals for today?”

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can get a big response, with small interactions from fans that might lead them to check out some of your weightier posts in the future. Overall, don’t constantly fret about making it too light or too deep; 
strike a balance and make it you
(see the 80/20 rule in the next chapter for more information). 

The bottom line is that the more consistently engaged a customer is with your posts on social media content - liking, commenting, sharing - the more likely they are to continue to do so in the future, and the more exposure you will get. Increasingly (with sites including Facebook, Twitter, and Instagram), positive interaction like this will ensure that your posts will continue to appear in their News Feed for future engagement opportunities. 


To refer to Facebook one more time, its News Feed Algorithm filters content into individuals' feeds according to what it thinks is most relevant to them, so if a fan never sees posts from you (because you are inactive), ignores your posts for a prolonged period of time because they are not engaging enough (or, worse, has used the option to hide them), your posts may disappear from that person's News Feed and you may find it difficult to return them to the News Feed without paying for the privilege. 


Note: With organic reach on Facebook and other social networks at an all-time low, it might seem that the best solution to gain exposure for your content is to post incredibly frequently. However, in some ways this approach is actually counter-intuitive. 


Not even your most passionate fans will enjoy being constantly flooded by posts from you, and by decreasing the pressure of needing to produce a rapid stream of top quality content day in, day out, you leave more time to make sure that what you do publish is as good as it can be - stuff that will garner the most engagement from fans.


In addition, if you substitute the time spent on "excess" content for supporting "core" content with a few advertising dollars, you increase the number of unique fans who see these posts.


And, if they engage with a like, comment, or share, they're more likely (in the case of Facebook at least) to feed the next one organically in the News Feed.  

Which types of posts get the most engagement ? 

One of the great debates among social media marketers is whether text, image, video, 

links, or other post types are the most effective in reaching fans and encouraging them 
to interact. 

The truth is that nobody can tell you for certain - social networks are forever tweaking their algorithms, forcing brands to play catch-up - and at the end of the day, it very much depends on what your individual data reveals to you is working best. 


For example, way back in 2012 Facebook was telling businesses that posts that include a photo album, picture or video generate about 180%, 120% and 100% more engagement, respectively, than text posts alone.

But what use is that potential for engagement if you notice that your text posts at any given point in time happen to reach 5x more people than when you use images? 

And in January 2014, Facebook said that link-share posts (those that generate an automatic image thumbnail when a news article or webwebsite address is shared within a status update) should be favored because "when people see more text status updates on Facebook they write more status updates themselves."  


My advice is to resist the temptation to blindly follow trends, fads, or "no guarantee" tricks that promise to deliver high levels of engagement! Instead, use them as a guide but always focus on providing awesome, valuable content first. Continue to test and tweak with a close eye on your own stats, and keep adapting to push on with what is working best for you (not everybody else) at any given time.


Don't get hung up on reach; focus on creating loyal, passionate fans and meaningful relationships As you now understand, fierce competition between individuals, brands and the way social networks' algorithms work means that not all of your fans will see your posts in their news feeds when you publish them.  


By their own admission, sites like Facebook admit that this situation is only going to get tougher as more and more brands enter the fray. 


Therefore, you need to think less about chasing "likes", follower numbers, and post reach
(the number of people who see a post) - as these metrics (although having some influence and merit, especially if they are reaching a targeted, high quality audience)
can often be arbitrary. 

Instead, concentrate more on producing great content that will grow a loyal following of people who love what you do.

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(showing it via post likes, comments, sharing your content, and eventually through sales), therein encouraging more people to invest in your cause. This goes not just for Facebook, but all social media. 


I'd say if you're getting anywhere near 10% reach to all of your fans without paid promotion, 

you're doing extremely well. 

Provide great customer service; handle complaints well Unlike in the past, social media gives your company instant and effective exposure to your customers 24 hours a day, 7 days a week.
Customers also have similar access to you, and this is no more apparent than in what can only be described as a revolution in customer service. 

What’s more, in addition to making your customers feel good, answering complaints provides a useful insight into your target audience’s personality, what your business is doing well, and what it could improve on. 


With the instantaneousness of a Facebook post or a tweet, people's expectation to receive a swift and effective response to their queries or problems is higher than ever. Many social media experts will advise you to always reply within an arbitrary time limit of something like 30 minutes. 


If you employ a dedicated social media community manager this may be possible, but for the vast majority of businesses it just isn't a realistic target. 


I'd still recommend that you deal with customer service issues as soon as possible after they arise, but suggest that a response time within 24 hours (on weekends, too, if you can manage it) is acceptable to most people. 

Furthermore, instead of constantly monitoring for problems, simply assign a few dedicated batches of time in a day to respond to customers and handle issues. 

Using the “About” sections of your social profiles to tell people when you will be available to help and how long they can expect to wait for a reply is a sound strategy to set expectations and prevent customer frustration.

Of course, the best way to avoid customer service issues being played out publicly on social media is to prevent them from happening.


To facilitate this, give people several options to solve problems themselves and for making contact - online FAQs, email, telephone, private message - and place them where people will see them easily,
 like in your main bio or about section. 

The simpler it is to contact you, the more likely a customer is to try that first to help resolve a problem, rather than spouting off angrily at you online.


In addition, demonstrate your willingness to accept that problems do sometimes occur by using your social media profiles as a way to announce less-than-positive news about product or services issues.

There will always be some fans who are upset when they read this, but they’ll be a lot more aggrieved if they have to discover the issue on their own. 

If someone does post their angry grievances in public about you on social media, two of the most important pointers to remember when approaching such a situation are as follows: Don't ignore it: 


The longer you leave a customer complaint to sit and fester, the angrier said customer will be, and by refusing to reply to negative feedback, it looks to everyone like you are unwilling to deal with problems and are simply hoping that ignoring them will make them go away. 

Look to respond as quickly as possible, as most customers expect a swift response. 


Don't delete it: Just as bad (if not worse) than ignoring negative feedback is to delete a negative, critical or complaining post submitted on your profile.

 When the customer who complained notices that their comment has been deleted, they will only be even more upset and other fans who see what you have done (especially if the original criticism was screen-grabbed for evidence) will think ill of you, too.

In short, always respond to complaints on social media in a professional and courteous manner, and in a time frame that matches the resources of your business. Be ready to acknowledge the customer's feedback (even if you don't think you were in the wrong, as going off on the defensive is a very bad tactic, too) and be willing to admit your mistakes. 


We're all human - customers realize this and will respect you a whole lot more for being open and honest about any errors instead of simply trying to sweep issues under the carpet.


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Occasionally, consider going above and beyond the call of duty to remedy a customer's problem - in public - in order to harness a wave of respect and good karma. 

When a Citibike customer in New York City fell off one of its bicycles and ripped his jeans, instead of just apologizing, Citibike delivered the gentleman a voucher to buy a new pair of pants. Surprised and overjoyed, the customer shared the news (and a photo to prove it) on Twitter, to all of his followers. 

Note: For a much more comprehensive guide to building and maintaining a robust social media customer service strategy (tons more information – way too much to fit here!), check out my book Successful Social Media Customer Service, available on Amazon. 


Automation isn’t a dirty word With so much work involved in growing and maintaining a strong social media marketing strategy over a variety of channels, automation will allow you to save time, stay flexible, and plan your social media strategy down to the minute. 

Tools like Buffer (http://www.bufferapp.com) or Post Planner (http://www.postplanner.com) allow you to manage multiple social media accounts from a single dashboard (allowing you to upload in bulk for the week’s upcoming post, publishing content when you are asleep but your audience is not, or when you are on vacation, etc.). 


In fact, automation tools can help to successfully build a long-lived social media strategy by scheduling new and "evergreen" blog posts for repeat exposure, i.e. sharing the same great content multiple times across several social networks, over a set period of time. 


May be fine to post a blog post link to Twitter a couple of times in one day (where the flow of information is incredibly quick and dense), but for sites like Facebook and LinkedIn, a bigger delay between each share would be more appropriate. 


On that note, when you do prepare to share the same link multiple times, you’re best off re-styling it to make each share as unique and engaging as you can. 

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Check out the Blogging Tips section for more information about using this technique. 

Note: On the topic of scheduling and automation, here's a nifty strategy for scheduling posts that you might not have thought of: schedule posts to publish just before or after the hour (rather than right on the dot) as a way to catch people who are checking social media at the start of their day, lunch break, after work, between meetings, etc.

In spite of all of the help that automation tools provide, remember that building strong personal relationships with genuine one-to-one interaction should remain at the core of your work. 


You certainly should not try to automate that (i.e. automating replies to comments on your profiles is a bad idea!), as the results will not likely be good. Invest time to see results Social media is now an essential marketing and PR tool, and should be taken seriously. 

If you ask an existing employee to take over responsibility for your social media output, do not expect them to be able to do it as well as their current job. If you're going all-in, expect it to take up at least 12-15 hours a week to plan, create, and schedule content, measure results, and engage with customers. 


Draw up a social media policy; make employees ambassadors A clear, company-wide social media policy will clarify the objectives for staff mentions of your brand on social media and empower them to positively support your brand, helping to make you a more socially active business.


To prepare the information you need, consult with the key influencers in your business, adhere to state and federal laws, gather feedback from your employees, and outline guidelines about use of social media (whether mentioning your brand or not), both inside and outside business hours. 

Try to summarize the most important points in a document no longer than one or two pages (otherwise it might not be read and leave you open to issues in the future), and highlight the benefits that responsible use of social media can bring to the company as a whole. 


Employees need to feel confident about social sharing guidelines to be good brand ambassadors, so make writing company-related statuses easy.

For example, invent a hashtag related to life at your business, and encourage them to take pictures and share updates using it. 

The person in charge of social media content, of course, should know the policy inside out. 


Social media marketing isn't free; experiment with paid ads Several years ago, social media marketing was seen as the new digital gold rush, a way for pioneering brands to reach and promote to their customers for free. In certain aspects, this was true. 

Now, however, with competition greater than ever, algorithms that prioritize paid content over organic posts, and a more astute audience, paid promotion is all-but essential.

That's not to say you can't still achieve excellent results without spending a penny, but it will be much more difficult, and even a nominal figure spent well (such as $5 per day on highly targeted Facebook ads) can noticeably compound a brand's success. 


The key to a lot of successful social media advertising is promotions that blend into a user's experience of the site or app on which they appear, mirroring the tone and publishing style of the audience - as with non-paid content, think seamless instead of disruptive. 


Reconsider return on investment (ROI) metrics Social media return on investment is not like traditional marketing.

For a variety of reasons, you may not always want to focus solely on monetary return within a fixed period. 

Consider metrics such as brand awareness, word-of-mouth promotion, traffic driven to your website via social media, and strengthening loyalty and engagement with existing customers. 

These can all be just as valuable in the long run - leading to plenty of sales over a longer period of time, rather than a short-term gain that dies off quickly. Measuring performance with Google Analytics and other tools Understanding the performance of your social media marketing is key to being able to succeed in the long run. 


Next of the most cost-effective ways (read: free) to monitor social media conversions is through Google Analytics. 

Two of the most valuable reports for the social media marketers feature under the “Social” section of the site are: Network Referrals - shows the data on social media traffic referrals to your website from social networks; and Landing Pages - will show you which of your website pages are shared most often on social media. You can also use Google Analytics to setup and monitor goals, like completed sales, enquiries, and engagement. One of the simplest goals to setup is URL Destination - Google Analytics will mark a goal as met when a visitor lands on a particular page on your website, e.g., a "Thank you for your purchase" page. 


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Other useful tools for measuring the performance of your social strategy include social networks’ native tools (Facebook Insights, Twitter and Pinterest Analytics, etc.) Bit.ly (to measure click-through rates on specified links), and Social Mention (to track mentions of your business name, competitor names, etc. 

In essence, use analytics tools to set goals, see where your social media strategy is working best, and work out how your customers are finding you so that you can fine tune and optimize your efforts going forward. It is unlikely that you will nail your social media strategy on the first attempt, so evaluate your progress often and don't be afraid to test the water with new ideas, tweak old ones and repeat what works for you. Note: For an elegantly simple way to monitor the growth of your social media profiles, download my Social Media Progress Tracker spreadsheet.

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For more details, check out the Premium Content Bundle chapter of this book. Slow and steady wins the race; be patient and ignore scams Social media success does not happen overnight. 

Just like in real life, friendships and bonds between you and your audience can take a long time to build, and some people just take longer to warm to you and convert into paying customers than others. 



Sometimes the metrics that don't pay off instantly (increasing brand awareness and customer retention, or improving customer service) are the ones that will have the greatest impact on conversions later on.


I have seen so many instances of businesses diving into social media marketing with gusto, only to give up shortly afterwards because they did not have 1.3 billion Facebook fans and a ton of sales after their first week of posting ten times a day ..
(okay, that’s an exaggeration but you understand what I mean!).

Above all, enjoy the ride; build strong, meaningful relationships 


The stronger someone acquaints with your brand on social media.

Be consistent, present, real and genuine in all of your communication if you want to foster genuine interaction with customers on a slow and steady path to creating loyalty, sales and brand advocates for life.


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