Before this week I thought that any measure of interaction was a measure of success. To some extent, I still do. However, I now know that there are a lot of other tools that I can use to define success in order to truly gauge how I am doing when it comes to social media.
Peter Odryna talks about what the most important steps are for landing a client with social media research. One of the concepts that truly stayed with me is the idea of watching trends. I know that Twitter and other social media platforms will let you know what is trending, but I haven’t always known what to do with it. Now though I realize that you can use trends in two ways, one is to be able to jump in on the conversation and the other is to watch what is going on so you can monitor what is important to people and be able to do more research to know as much as you can about an important topic.
Why does keeping up with trends matter? Nils Mork Ulnes talks about how important analytics are when it comes to discovering what matters to potential customers and prospects in order to truly understand what they want to know about, hear about, and care about. When customers know that the businesses they are working with, it gives them a feeling of power and connection that not only has them connect back to the company, but excites them to share as well.
I was so excited when Staples replied to me about a product I bought! I not only shared this with some other social media students, I talked about it in my own personal life as well. I shared it on Facebook and showed people what I bought, it was a really nice experience to have a company take notice of what I said and respond. I had reached out to a few other companies and had received nothing as a response, so this made a big impact with me. That is one of the reasons I believe paying attention to what is trending with people and potential customers is so important. Everyone has something to say and wants to feel as though their thoughts matter, just acknowledging them can have such a meaningful impact on who they decide to work with in the future.
So how do you use social media metrics to define and measure success? There are a lot of ways that you can look at different pieces of your own social media influence. Ian Cleary talks about 7 different ways to track links some are free, while others you need a membership to use. The only one that I have any kind of knowledge about is bit.ly. With bit.ly you can shorten extremely lengthy links so that you can fit them in your tweets. However, since you can also use bit.ly to see where your links were shared it makes sense to use them even when you don’t need to shorten the link for a character limit. This is one great way to determine how often your link is being shared and one which platform you are connecting the most on. This is a great way to monitor how you are doing and on which platforms you can use to engage more and which platforms you need to tweak your methods to get better engagement.
One thing I always like to keep in mind is that even though I am focusing on using social media, each platform is different. Something that works well on Twitter might need more of an in depth explanation on Facebook or Google+. Also, even though visuals should be used for better engagement on all platforms, what is posted on Instagram doesn’t always work with what is posted on Pinterest even though they are both visual platforms.
Another way to keep track of what is working and what isn’t is by using Klout. Ian Barker talks about how Klout measures influence across every platform that you link to it. It gives you a score from 1-100 that will vary depending on your current activity and engagement from other people. I do like Klout, but I recognize that it is only one measurement of influence. There are a lot and as I grow I know that I will have to use various tools in order to measure my own success.
So how do you measure your success? What tools do you use to track engagement?
Do you connect with followers differently on different platforms or do you use the same posts and information on every platform?