What’s the main goal of your social media objectives? To get more followers on Twitter or Facebook?
If that’s so, it shouldn’t be.
Vanity metrics still prevail
According to Chief Marketer’s 2011 Social Media Marketing Survey, the number of friends, followers, and likes is the leading measure of social media success for 60% of marketers. In fact, only 35% of marketers said they track qualified leads from social media. This means that a whopping 65% of marketers aren’t even measuring leads generated from social media. Eek!
Maximizing your reach is important, but this shouldn’t be the intent. This is the biggest problem when starting a social media initiative; defining what metrics really matter. Vanity metrics, such as number of fans and followers, really don’t matter. If, at the end of the day you have nothing to show for your increased reach, are your marketing efforts even worth it?
I see way too many social media programs start with the objective of ‘acquiring followers’, as many as possible. This approach is flawed because it begins with the assumption that just tweeting and posting status updates will entice people to follow you. It doesn’t work that way.
Instead you should look a little deeper and come up with a profile of your ideal follower/fan. If your marketing already includes this profile or profiles then you are in good luck because now it’s a matter scanning through potential followers. Tools like SproutSocial can help you dig through a multitude of people to engage with either by tracking specific keywords in conversations, bios or names.
An all out approach is tempting and the majority of businesses approach social media this way, but it’s not the most effective way to go about it. Doing it this way ignores the fact that there are many tools to help target your strategy to very specific people.
Talking to everyone is talking to no one, in this day and age.
One more thing to remember, everyone is thinking the same way you do, and are frustrated by the same results. So why would you expect any different?
- 5 Ways Social Media Can Drive Revenue (customerthink.com)
- Social Media Marketing – 5 Steps Bloggers Should Take To Achieve Results Easily (dailyseotip.com)
- How to become more effective with your social media efforts (searchenginepeople.com)
- Here Are Three Crucial Questions About Social Media That We’ll Examine Next Week (businessinsider.com)