There’s no denying that social media marketing gets results. Research from Link Humans even found, “Social media advertising revenue grew to $9.8 billion in 2016.” But keeping your campaign organized and on track is often easier said than done. If your business has experienced a social media meltdown, here’s how to get it straight.
Focus on “Core Networks”
One of the biggest mistakes companies make is signing up for everything. With literally hundreds of social networks to choose from, it’s tempting to be active on five, seven or maybe even 10 different platforms. You’re likely to wind up in over your head with this approach.
Instead, you should stick with just a few “core networks” that enable you to zero in on your specified demographic. After all, it’s better to be highly effective at using only three networks than lackluster at 10. Most experts would agree that it’s wise to start with the basics (e.g. Facebook, LinkedIn and Instagram) and gradually expand as you become more comfortable with the process.
It’s easy to become overwhelmed with social media. Haphazardly posting here and there with no rhyme or reason is a surefire way to wind up flustered with little to show for your efforts. You need to structure your campaign in a way that you can reach the maximum percentage of your audience.
This typically begins with creating a social media editorial calendar where you can collaborate with other members of your team. Here are some common elements of an editorial calendar:
- Posting schedule
- List of prior posted content
- Potential topics for future posts
- Number of shares your posts have received
Check out this resource from Sprout Social if you’re unsure about how to set up an editorial calendar. You may also want to use a paid tool like Buffer or HootSuite that will help you manage your social media.
Forget About “Vanity Metrics”
These are metrics such as follower count, shares and “likes” that make you feel good about your campaign but aren’t necessarily generating real results. The problem is that some social media marketers place an exorbitant amount of energy on boosting these vanity metrics to the point that it poisons their overall campaign.
The key is to measure your ROI in a way that ties your social media activity to legitimate results for your business. According to The Next Web there are, “Five social media metrics that your business should be tracking.” They are as follows:
- Audience growth rate
- Average engagement rate
- Visitor frequency rate
- Assisted social conversions
- Customer service savings
Placing your attention on the metrics that truly matter will give your campaign a sense of direction, and you’ll be less likely to waste your time on frivolous tasks that aren’t really improving your bottom line.
If your business has suffered from a social media meltdown, don’t sweat it. It happens to the best of us. By rethinking your approach and coming up with the right game plan, you can operate with maximum efficiency and minimal friction.