Part 1: The Lean Cycle
We use the web and the social web not only because its cool, cheaper, or ‘in’, but because:
1. It allows us to measure the impact of our actions in real time.
2. It gives us direct access to our audience.
3. it gives us more space for experimentation.
Part 2: Defining Your Objectives
Lists are always a good practice, so let’s start by defining our objectives in a realistic and readable format:
– Create Better customer engagement
– Increase customer retention and Lifetime value
– Increase positive brand perception & customer engagement
– Position yourself as an expert on a topic
– Build a community
– Increase your reach
– Provide Customer Service
– Increase sales or Drive people to your store and events
– Generate traffic on your website
Always keep in mind these questions: What do you hope to achieve in the short and long-term? And how can social media help you with that?
Part 3: Link Your Business Objectives to Your Social Media Goals
Pick your channels
We’re going to help you make your minds up on the potential of each different channel. Facebook is great for photos, polls, and questions. Twitter maximizes visibility for brands with steady streams of content and pertinent updates. It’s also a great tool for customer service. Instagram is a great way to feature your products.
We will start with Facebook because it’s the one social network that most if not all of us cannot ignore. We all have to be on Facebook. In fact, most of your target audience is there.
Define Engagement Goals
Consider what engagement means to your brand. Does it mean Likes and Shares? Does it mean click-throughs to your site, video views, or user feedback?
Target the Right Audience
Last year Facebook announced that only 16% of a page’s fans actually saw their messages and the number keeps going down as more people post more content online. What that means is the bigger your audience the more people will receive your communication but most importantly you really want those 15% to matter so you need a targeted audience.
Qualified fans are not only more likely to engage, but to convert and advocate on your behalf.
Monitor and evaluate your success
Compare your insights to the KPIs you had set for yourself. Compare them to your Google Analytics, in store sales, etc. Look at your engagement analytics. Did you reach the right audience? Did people react well to your activity?
If you were looking for traffic to your site, has Facebook risen as the source of traffic?
Did you sell more? Did more people hear about you? Come to your store? Did the journalist you were looking to attract contact you?
There are many ways of determining the effects of Facebook, and these are just a few. The outcomes will vary depending on your product and online approach.
Give It Some Time
Community takes time to build. Give it 6 to 12 months before giving up. It’s like dating. If we all stopped at the first date, where would we be now?