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Vanity Statistics Vs Engagement

Do you manage your own social media campaigns?

Many business owners will choose to manage their own social media pages and blogs, which is great for those who have the time to update it. It offers many benefits and gives your readers freshly squeezed news, engagement and company updates straight of the press.

If you don’t need your social pages to drive direct sales but are using it mainly to create more brand awareness and online presence, you will need to focus on conveying a personal social tone to help build customer relationships and build a helpful online community for your brand and product/ service.

Behind the Posts

However, if you do want your social media pages to specifically drive more sales and traffic directly to your website, you will need to know what you’re doing when it comes to analysing your stats. Firstly, you’ll need to come up with a social strategy and a plan of action to help get your social media campaigns underway; prepare yourself to learn about the other faces of your social pages than you at first thought.

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Analytics and Admin Panels

Most major social platforms such as Facebook and Twitter offer a basic Analytics option which allows you to monitor your page statistics. It will show you where your likes are coming from, how much engagement your posts gets, how many people have seen your posts and graphs about general page activity.

facebook admin panel

On every Facebook page, if you are a page manager, you will see the Admin Panel at the top, above your cover photo when you’re logged in. You will see sections that look at help you when inviting new likes, keeping track of competitors, post analysis and the option to advertise or promote your page. Twitter has a similar analytics option and you can access it on any Twitter account, via the settings > analytics option.

These offer a basic option and offer no fancy marketing skills, especially in comparison to specifically designed software. But for those of you who are doing it alone, it’s a great place to start. You will learn about the most prevalent areas and the relevant terminology associated with social media analytics.

 

Vanity Vs Engagement

Vanity metrics tends to refer to the things like raw/ organic pageviews, registered users and downloads. Which are all seemingly valid aspects, however they are easily manipulated and don’t necessarily correlate the most important numbers. By the most important numbers, we mean things like active users, engagement, revenues and the cost of getting new customers.

Companies, especially startups, who keep updated and analyse their social strategy regularly and thoroughly, will have much more of an idea of the true state that their business is in.

CatLionMirror

The difference between Vanity Statistics and Page Engagement is paramount on social media. Contrary to what many think, likes and retweets aren’t everything and they don’t always lead to sales. Simply having a page that regularly engages with and understands it’s audience is bound to be more successful on a social level than one that has bought 1,000 likes over the internet. Vanity stats aren’t completely useless at all, but just don’t be fooled by them; make sure you have enough further stats to back up your figures.

Once you have an understanding of how the Facebook or Twitter analytics work on your pages, you will probably be relieved by stepping up a gear into professional software. You could consider investing in a premium (usually paid for) program or app. This will give you more information, more options and inevitably help give you more confidence in what you’re posting and the results it should bring.

A previous blog post by us talks about why buying social indicators is a bad idea here if you’d like to find out more.

 

How One Businesswoman Embraced Social Media Management

Mashable.com is currently running a great story about Julie Smolyansky, who inherited the position of CEO at the company her parents started in 2002, and was responsible for deciding the company’s direction at the tender age of 27. Since then, annual sales have increased from $12 million to $80 million and Lifeway Foods’ product has never been more popular. Smolyansky attributes much of this success to her early adoption of social media management. So what is the trendy product that has been embraced by internet users? Kefir, an ancient fermented milk drink. Not exactly the stereotypical subject of online popularity.

The product is made by introducing special ‘Kefir grains’, which are really a mixture of yeast and live bacteria, into milk and allowing the liquid to ferment for 24 hours. The resulting drink is rich in protein and in bacteria, leading some to praise its probiotic effects on the digestive system. Kefir has been around for some 2000 years, and Smolyansky credits its popularity explosion to her adoption of MySpace, Twitter and Facebook at a time when businesses did not commonly use social media services: ‘Everything that we do, we make sure that it’s sharable. We become a friend and a trusted source of information’.

At first, the young CEO attempted to manage the accounts herself alongside her other duties at Lifeway. Having realised that she just did not have the time to effectively engage with potential customers online, she hired a social media management expert in 2009. Nowadays, Lifeway employs 5 social media managers, and Smolyansky seems to suggest that she wishes to expand this even further: ‘We want to do more and more of it. You have to be everywhere’.

Lifeway’s story is an extreme one – few businesses can realistically hope to turn over $80 million each year. This case study does, though, illustrate the potential power of active social media management. If you want to explore the possibilities that social media could hold for your business, give us a call.

Why BJ Mendelson is Wrong About Social Media Management

As is my wont, I picked up a copy of the Metro yesterday during my commute in order to entertain myself during my lunch break. Can you imagine my horror when I read that social media management for businesses is ‘myth and hype… perpetuated by marketers all over the world’? U.S. comedian BJ Mendelson, who himself has over 760,000 Twitter followers, was loaned a two-page spread to inform readers of the great social media swindle. He would have us believe that any business investing in a social media campaign is throwing their money away. I might be biased, but I beg to differ – and I think that most will agree with me.

Social Media Management Isn’t Magic

It’s true that businesses can’t just set up a Facebook page, post a couple of boring company updates, sit back and watch the cash flow into their coffers. It doesn’t work like that. But, contrary to what Mr. Mendelson says, social media profiles are viable business tools. Instead of thinking of them as a way to plaster your slogan and product across a million screens, it’s better to see them as they were designed: as communication platforms.

The fact of the matter is that almost everybody spends a great deal of time online these days, and that for better or worse, social media has replaced more traditional forms of communication. It’s good to have a Facebook page because the majority of your customers probably use Facebook. You’re talking to them on their terms, through a platform that they have chosen. Twitter is excellent for keeping customers up to date with relevant news and for lending your company a distinct personality, due to its informal ‘pub conversation’ nature. From a more individual perspective, it’s hard to deny that Linkedin is a great way to find and engage with others in your industry – there’s a reason that even the least ‘trendy’ of professionals have a profile there.

Our Expertise Brings Real Results

Effective social media management won’t guarantee that your business will go viral and become an internet sensation. That isn’t to say, however, that your page or profile is an exercise in futility. It is possible to engage with existing and potential customers, stimulating sales or increasing brand loyalty – providing that you put out an appropriate message and respect the etiquette of that particular site. That’s where we come in. Our social media management services can provide your business with expertly crafted profiles, including professional graphic design, and the interaction that your customers will respond to. If you don’t believe us, ask our clients – why would they keep using our services, month after month, if they weren’t seeing a return on their investment?

Facebook Extends Messenger to Non-Users

In an apparent attempt to corner yet more of the mobile market, Facebook has rolled out new functionality that will allow Android users to use its messaging service without signing up for an account.

social media managementThe Messenger Android app will now allow smartphone users to utilise the Facebook service by submitting a name and phone number. This move is thought to indicate a desire to snare those who have deleted their account, but who still have friends who are users, and will shortly be rolled out to the iPhone.

By relocating its messaging app into a more open market, the Californian giant is competing with widely-used services such as WhatsApp and Google Voice, and may hope to bolster its mobile credibility with a view to increasing the reach of its advertising. The development may have a beneficial effect on business, either through increased paid advertising potential or the wider spread of ‘viral’ material. If you want advice on how Facebook could help your business, or on any other type of social media optimisation, drop us a line and we’ll have a chat.

 

Social Media – Instagram Disables Twitter Functionality

According to Mashable.com, rumours abound that Instagram and Twitter are at each other’s throats over issues encountered by users who try to share images using the micro-blogging platform.

Social Media Management

Instagram, who were bought by Facebook for the princely sum of $1 billion earlier this year, reportedly disabled key functionality that allowed users to share their images via Twitter. This fueled speculation that a war was beginning between the two blue giants of the social media world, with Instagram’s new owners encouraging a break from a key competitor.

However, Instagram’s CEO appears to have put paid to the rumours, promising that the two platforms will “always be integrated“. Despite this public denial, keen observers will note that Twitter had earlier stung the photo-sharing site by denying it the ability to use its API. Regardless, it would appear that users can depend on stability for the time being.

The fact that these kind of conflicts crop up in this constantly-evolving field only lends further support to the argument that your business needs a team who are always up to date with industry developments. If you want to know how we can boost your social media presence, give us a call – I Say! Digital are the social media experts in Brighton.

 

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