Is your small business using Facebook yet? If not, you’re missing out. According to the Pew Internet and American Life study, Facebook is by far the most popular social network in the U.S., used by 72 percent of all internet users. Here are the basics you need to know to get started. [...]
[D]ecide what you want to accomplish with Facebook. Maybe you want to get more visitors to your webstore, expose your business to new prospects who have never bought from you, or reward loyal customers by offering them deals and discounts. Your goals will determine what you do on Facebook.
If a tree falls in the forest, it’s debatable that anyone hears it. When your ad fails on Facebook, though, there’s no confusion. It was a dud.
A lack of interaction tells the tale. Clearly you paid good money to expose lots of people to this particular piece of content, but most gave it little mind.
That doesn’t have to be the case. There are people who do nothing but study the performance of social advertising all day. We talked to some and gleaned a few insights. If you want to run an ad with a halfway decent chance of getting a social lift, check out these pro tips.
- 4 Best Practices for Social Advertising by Todd Wasserman
Each social media platform has cultivated a unique identity thanks to the demographics of the people who participate in the network. Some platforms are preferred by young adults, who are most active in the evening, others by high-income professionals, who are posting throughout the workday.
We explained in a recent report why many brands and businesses need platform-focused social media strategies, rather than a diluted strategy that aims to be everywhere at once.
In a new report from BI Intelligence, we break down the demographics of each major social media platform to help brands and businesses decide which networks they should prioritize. Being able to identify the demographics of social media audiences at a granular level is the basis for all targeted marketing and messaging. The report also spotlights the opportunities that lie ahead for each social network, how demographics affect usage patterns, and why some platforms are better for brands than others.
“Create it and they will come” may work in some businesses, but unless you do the legwork, you can rarely count on it when it comes to social media marketing. Creating a Facebook Page and setting up a Twitter account is not enough these days to be seen and cut through the white noise of brands in your chosen field. On the other hand, we can barely find a successful business these days without a social presence, and social media marketing is now a critical component of a comprehensive marketing strategy, but not all of us know where to begin. This is why it’s important to develop a strategic social media marketing plan and consistently follow the guidelines to build your audience and find brand ambassadors.
Your social media marketing plan needs to specify the vision for your business and solidify your mission. You need to outline what you want to accomplish, define your target client and describe what makes you different and unique as a business.
To attract and engage your potential future clients via social media channels, you need well-defined strategy. Here are some points you should consider when building your social marketing plan.
- 10 Awesome Tips to Skyrocket Your Social Media ROI by BJ Mendelson
While some small business owners need convincing that social media can help their businesses, Steve Acree doesn’t have any doubts. He doesn’t have any time, either.
Acree, founder and owner of Memphis, Tenn.-based Seismic Audio, says he and his staffers went whole hog on social media for two weeks in August, but soon realized that the time-consuming strategy compromised their regular workload. “I found myself late to some meetings because I was trying to write a post or find a picture to post,” Acree says. “It was much more of a time commitment than I originally thought.” - Does Your Business Need a Full-time Social Media Team? by Todd Wasserman
There’s a great article over on Duct Tape Marketing today about metrics to use to determine success on Facebook:
Feeling a bit lost with your Facebook Page insights? Good. Facebook Insights terminology was not built for humans, and now that we know you are not a killer robot from Mars, we’ll help you measure your Facebook Page’s performance without drowning in all that robotic Martian muck. – The 6 Metrics That Determine Your Success On Facebook by Emeric Ernoult
These are good metrics to understand. The key to determining your particular success on Facebook is to understand what you’re trying to accomplish there (you may have many different goals). Then pick one main metric for each goal to help you understand how you’re doing. Numbers can become overwhelming, but associating a number with a goal can help you gauge what’s working and what’s not so that you can improve. Lastly, it helps to think of all marketing in terms of continuous improvement — try something, see how it works, figure out how to improve and repeat!
How do you determine your success on Facebook?
The 2013 Social Media Marketing Industry Report from Social Media Examiner has been released, answering questions about what’s on the mind of 3,000 marketers when it comes to social media marketing. Lee Odden over at TopRank blog, breaks the report down into 5 top questions:
- What social tactics are most effective? – 90%
- What are the best ways to engage my audience with social media? – 88%
- How do I measure the return on my social media investment? – 87%
- What are the best social management tools? – 84%
- How do I create a social strategy? – 83%
These questions are interesting because the industry is evolving so quickly — keeping up on trends and tactics is vital to recognizing the breadth of what may be possible for a particular industry and organization. Also, what works for one company, may not work for another, but sharing can lead to new ideas. Other than super standout executions, there could be more sharing by marketers in terms of what has worked and what hasn’t. The other questions — measurement, tools and strategy — all flow from wanting to know the best ways to use social media to help the organization reach its objectives.
What questions do you have about social media?