Social Media Marketing Jump MRR Ebook

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CHAPTER 7: EVERYTHING YOU NEED TO KNOW ABOUT SOCIAL ENGAGEMENT

What is social engagement?

While you may be busy posting updates on Facebook, Twitter, Google+ or any of your social media profiles, you are merely considered to be performing a social activity. This refers to any event within a social media platform that involves you directly or indirectly.

Events that do not impact you directly do not need your immediate attention. But those that involve you, such as getting a new follower, comment, or share is what you call social engagement and this is what you need.

Social engagement is an event on your social media profile that has a direct effect on your social existence. Examples would be new comments, shares, retweets, check-ins, likes, views, or click-throughs, among others.

The more engagement you get, the better, because this could lead to new fans and followers who will likely do what you want them to do. You could get them to subscribe to your blog or even to purchase something from you. This is because these are usually people who are interested in what you have to offer and who usually need a little push to become a customer.

But it does not end there. Once these followers do something for you, you have to do something for them too! You could respond to their comment or talk to them. Treat them as though they are your friends, even if there are hundreds or thousands of them!

To get this social engagement going, you need to establish an action plan that includes a series of activities that you need to do once you engage a follower. This is what you call as social strategy.

So, how can you encourage more social engagement?

SHOWCASE YOUR EMPLOYEES AND EVENTS TO YOUR FOLLOWERS

Hardworking employees are the heart of every great company.

SEOMoz, for instance, started a Facebook photo album showing pictures of their employees, making it even more interesting with a “Then and Now” theme.

If you also have company events, you can start a Facebook Event so your followers can take note of it and include it in their calendar. It could be webinars, seminars, charity events, conferences, or open houses. This will make your followers feel as though they are part of your community.

CONVERT CUSTOMERS INTO BRAND ADVOCATES

This is the latest trend in social media marketing. If someone tweets positively or post a video about your company, repost it! It conveys a more authentic message to your audience. Find ways to encourage people to talk about you or your band.

REWARD FANS

As your loyal audience, your fans deserve to be rewarded. It could be a gift card, a T-shirt, or a product showcasing your brand. Watch how your interactions will grow, not to mention the Twitter handles, email addresses, and phone numbers that you can collect for future marketing campaigns.

BE MOBILE FRIENDLY

Keep your messages and updates short, given the short attention span of the users these days. They tend to read shorter posts than long paragraphs. The shorter the better!

USE THE RIGHT TONE

It all depends on your target audience. If you are dealing with customers, it might be best to sound casual. But you should also consider your product or service. For instance, a luxury brand might sound more appealing if they sound more formal when engaging their audience.

If you are dealing with businesses, it’s best to sound formal, but not stuffy and uptight. Even if you have CEOs and industry figures as your followers, it doesn’t mean you can’t have fun with your social media content.

CHAPTER 8: TRACKING SOCIAL MEDIA TRAFFIC

Monitoring social media traffic is an important part of social media marketing. This is how you will know if your tactics are working and what you should do to improve which area. It is a good thing that there are tools that you can use to track social media traffic.

GOOGLE ANALYTICS AND SOCIAL MEDIA METRICS PLUGIN

Google Analytics is likely the most popular monitoring tool in the market because of its comprehensive analytics. It can monitor all your traffic sources, although it does not only focus on social networks. If you want a more in-depth look at your social media traffic alone, use a complementary monitoring tool, such as the Social Media Metrics plugin. It will show your social metrics and traffic based on Google Analytics. You can see the most valuable metrics, from page views to page’s activity on your social media account.

SOCIAL METRICS PLUGIN FOR WORDPRESS

This free WordPress plugin monitors your blog’s performance on all major social networking. Despite the limited information, it gives useful and direct-to-the-point metrics. Social Metrics monitor each of your blog posts and gather how many shares each one has on the major social media platforms. This shows which blog posts received the most response, hence determining what your followers are interested in and what you should write about in your next blog posts.

FACEBOOK INSIGHTS

This tool from Facebook will show who likes your posts and page, how many people visited your page, what type of content are the most popular, and other useful statistics. Even if it does not give you the exact social media traffic, it determines which content your Facebook fans love to read. Use it to optimize your Facebook content and drive more traffic to your site.

VIRALHEAT

This tool may cost you around $50, but it can monitor 15 social accounts and two search profiles on Facebook, Twitter, Pinterest, the web, and video.

You can use it to compare relevant terms and profiles across social media accounts and the web so you can monitor individual products and their buzz and compare them to your other products or the products of your competitors.

Viralheat can determine if your social media efforts have improved buzz about your brand on the web.

SOCIAL MENTION

This is one of the most user-friendly monitoring tools that you can use, since you only need to search for your company name or keyword and get interesting insights such as strength, reach, sentiment, average per mentions, top users using the same keywords, and other figures. This can determine which topics created the strongest buzz on social media, so you will know what you should tweet or post about to increase engagement.

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