At this point in the twenty-first century (can you believe it’s nearly 20% over?), most of us have a very big chunk of experience on social media. That’s not the same as having professional experience. One of the upsides of having a lot of professional experience is that I no longer waste my time when it comes to social media. My time is valuable, and I know how to use it best. Most of the time I first speak with a new client, our social media conversation goes in one of two directions:
- They have social media channels. Why don’t they get more interaction/sales/likes?
- They spend an enormous amount of time and energy working their social media channels, and have nothing to show for it.
I don’t do either of the above. Let’s take a quick look.
They have social media channels. Why don’t they get more interaction/sales/likes?
The answer to this lies in Analytics (also called Insights on Facebook). Who has liked you? Who actually follows you? When are they online? When you use hashtags, do you get more or less interaction? These answers may not be spelled out (sometimes they are), but they are there. Social media isn’t a billboard on the side of a highway. It’s social – give people something motivating to click, like, or share.
They spend an enormous amount of time and energy working their social media channels, and have nothing to show for it.To be honest, when they’re telling me about all the time and actions they’re taking, these folks never mention results. When I ask – I get answers ranging from “nothing” to “I don’t know.” The “nothing” results always puzzle me – why keep spending your time (and money) in fruitless action? The “I don’t know’s” are on the right track. If only there is a way to know. Well, usually, there is. And if there isn’t a direct way, there’s a workaround to help you figure out what is working so you can stop spending your efforts on what isn’t.
I generally share with clients that I am a believer in social media marketing – that is, in buying well designed, curated, and monitored ads. But, with most of my clients, we don’t get there for months. Because the fact is, if you’re not managing your social media, you are absolutely not ready to use it to market anything.
If you’re just looking to burn calories, maybe build some endurance – then a stationary bicycle that just spins the wheels while you pedal up a sweat will do. But if you actually want to go somewhere, you need to have contact with the road while you’re pedaling.
Do you want to take your social media to the next level, but you don’t think