Social Media Examiner’s recent study revealed that 83% of marketers claim that social media is important for their business, but they still continue to have a difficult time measuring and attaining the ROI they’d like to be seeing with social media.
1. Review Your Social Data
By checking in with your data on a weekly basis and following both your worst and best posts, you can answer important questions such as:
- When is the best time for me to post content?
- Which content formats work better, and on which channels? (i.e. video may work well on Facebook and Twitter, but written content may perform best on LinkedIn)
- How much social media is too little? How much is too much? When you increase posting frequency, does that improve your friend or follower engagement?
- What tone does your audience prefer – a more casual tone? Or a more professional tone?
- What is my buyer’s personality like (preferences, dislikes, etc.)?
2. Use Your Audience
It’s important that you go through the comments that you receive on your posts. You’ll be surprised at just how many content ideas you’ll get from those comments. Even more importantly, if you do a good thorough audit of those comments, you can quickly find out what engages your leads and customers, and what doesn’t. That way, when you have the time and budget to sink into something to really help give your business a boost (i.e. revamping your blog, writing an eBook, hosting a webinar) you’ll know that it’ll appeal to your audience since they’ve already mentioned it, asked for it, and/or shown an interest in it.
3. Learn Their Language
This is incredibly important in terms of keywords and SEO. For instance, if you’re catering to a “beginner” audience for something (i.e. “how to write good content”), you likely wouldn’t use key terms or jargon that those who are “in the know” would use (i.e. “content optimization strategies). The real goal here is to use social media to create a richer, fuller buyer profile so that you can get a better idea of who your customer is, and therefore, how you can sell to them. That’s what’s really going to boost your ROI.