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If you are investing a significant amount of time in social media you will at some point want to stop and take stock of the effectiveness of all your activity. This is a much debated area of social media and over the years we have seen more and more tools arrive on the scene that enable us to do this. The obvious numbers to weigh and measure are the growth in your followers and the number of engagements you provoke and create. Within the world of social media a common measurement is the Klout score which spans the different social media networks.
Each social media network also has it’s own analytics tool, have a look at Twitter Analytics, Facebook Insights, Iconosquare, LinkedIn Analytics and Pinterest Analytics. As with Google Analytics it is advisable to establish what you want to measure and how you are going to decide on the effectiveness of your activity.
Social media platforms can feel crowded at times and in a despondent moment many business owners will scratch their head and wonder to themselves, what can I do and what can I bring that is different from what everyone else is doing and saying? It is at this point that I rejoice because the person that actually stops and questions what they are sharing and posting is likely to be more discerning and therefore more valuable.
There are a lot of people churning out posts simply for the sake of keeping their social media accounts active and alive; consistency and content are crucial after all. However there is a clear and noticeable difference for those who are actually planning and thinking through the value of their content and their posts. My challenge to you is not to tweet or post for the sake of it but to think about the richness you are bringing to those who have decided to follow you. Look for the treasure you have within your business; the knowledge, insights and wisdom of experience and share them in a timely and accessible format. You will find that others come to respect and admire your business for the clarity and generosity of the content you share.
Creating a profile on your chosen social media network(s) is only the first step, you then have to let everyone know where you are and how they can connect with you, but you will also need to hold the attention and the interest of your followers. It is so important to think about why people and businesse are following you and then deliver unmissable content, posts, pictures and ideas.
We all know that in life timing is everything, well it is no different with social media. You could share a tweet at one time and receive no response whatsoever whereas later in the day you could have a post that creates a huge amount of interest and interaction. This infographic attempts to demonstrate the optimum time to post across the various different platforms. Although this is really helpful as a guideline, it is important that you pay close attention to your own experiences with your social profile. Keep a close eye on your Facebook Insights and your Twitter Analytics to see if there is a pattern to the time or day that you find you have the most engagement.
This used to be a very hotly debated issue in social media, is it OK to schedule your posts to Facebook, Twitter, Google+ and LinkedIn? Or is it vital that everything you do is live and of the moment? For those who run small businesses and lack the luxury of a social media team then the reality is that sometimes scheduling is the difference between being able to maintain a strong social media presence or having nothing at all! Scheduling has become more acceptable and therefore more achievable. On your business page in Facebook you can use the clock next to your posts and decide when to share them, so you can schedule weeks or months ahead. Using Hootsuite you can schedule posts to all the key social media networks. Although scheduling provides us with greater opportunities it is important to remember that at the heart of social media is relationships! So alongside any scheduled activity it is really important to spontaneously respond and interact with other users across the networks.