How do you know your business is doing well on social media?

You formed an organisation that has now been around for nearly five years and finally decided to make your organisation a part of social media. You make your Facebook page and spread the word to everyone you know, and before you know it you have nearly 10,000 likes on your page! As you have learned your content is essential, so you become personable and put content out there that aren’t just glorified ads for yourself – you care about your organisation’s mission. Your content always gets thousands of likes. That must mean you fulfilled your goals of social media outreach and have a positive return on investment (ROI), right?

Likes and followers are not everything.

Our first problem is being content with having thousands of likes, followers, and feedback.  These are great, but if you’re a business or a non-profit organisation that relies on revenue, you’ll quickly learn that likes aren’t an exchangeable currency. We need to break the mentality that quantitative knowledge is everything, and instead, focus on goals that measure value metrics over activity metrics.

We need to break the mentality that quantitative knowledge is everything, and instead, focus on goals that measure value metrics over activity metrics. Value metrics include increased revenue, deflected cost, moving brand perceptions.

Your Facebook likes alone won’t tell you if you’re succeeding, so create goals that have a value connected to them.

If you’re having trouble setting goals, trying to set S.M.A.R.T. goals

Direct contact with your audience isn’t everything either.

Unlike other media such as television, radio, and print, social media’s success isn’t measured based off of one person’s viewership. Social media gives the opportunity for your viewers to share and multiply viewership, further increasing potential actions from a new audience.

Social media platforms like Facebook, Twitter, and Tumblr rely on users sharing content, which makes the job of content creators a lot easier. With great content, comes great effort from content consumers, who unknowingly help fulfil their goals.

Social media goals shouldn’t be measured separately from other channels.

Because of its influence, we believe the goals we set on social media should be independently measured. In fact, we should be measuring them alongside all of the organisation’s media. Social media makes enough influence that it brings its viewers to their different forms of media.

Tyler Oakley, starting off as a Youtube phenomenon, is an example of this. Despite having over 8 million Youtube subscribers, Oakley does not measure his success based on that alone. Now spread to media like Facebook, Twitter, Tumblr, television, and recently books, Tyler Oakley can’t measure his success individually for each.

With these strategies in mind, we need to remember that likes aren’t everything, a single viewer can make large impacts, and to measure your media as a whole.

 

 

Know the success behind an audience’s need for speed

In a time of digital media, we can no longer rely upon simply having the largest amount of content. With everyone’s access to the internet, content becomes quickly saturated if people already see it all over by other sources. In a time of new ideas, the most effective way of getting yours out there is by utilising speed.

Ourselves, as consumers, have grown to crave swift access to all of the content we ever need. To the point where we expect it. Because of this, time has become a resource. You can either work around it or have it work for you.

A Prime example of who does this right

A PRIME example of this is Amazon. More important, Amazon Prime. Currently, Amazon offers three methods of delivery exclusive to those who subscribe to their Amazon Prime service. These methods include Two-Day Shipping, Same-Day Shipping, and Prime Now. Standing out from the other two already exclusive offers, Prime Now offers two-hour delivery and even one-hour delivery for a small fee. Amazon fulfils the consumers’ need for speed while making themselves the go-to place for online shopping.

Instead of being fearful of time, they embrace it and use everyone else’s urgency of time to their advantage.

Dunk in the Dark

Services aren’t the only way to use speed. In 2013, Oreo showed the world how real-time marketing was done. After the power had gone out during the Super Bowl, Oreo released this tweet.

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Without spending millions of dollars, Oreo had the most successful ad in that year of the Super Bowl. Oreo reacted quickly to the situation and in return guided other companies through real-time marketing.

How can I do this?

Listen. Regularly listen to what your audience is saying. Listening is the beginning step to communicating. The golden rule of communication is to keep it as a two-way street after all.

In the video game world, many gamers can relate to this through the most anticipated mobile app of the year, Pokemon Go. What started out as the dream game from every gamer’s childhood quickly crashed after its release. Within the first week, millions of people tried logging on to play the long-awaited game, only to be met with this message.

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Understanding the message, the players waited and waited. They waited a month. Public forums and other forms of social media filled with confusion, which then turned into rage when Pokemon Go’s developers, Niantic, stayed quite through the whole ordeal. After a month, they lost millions of users, many never looking back at the game. By not making an effort to communicate with their audience, Niantic lost out on the chance to keep their audience.

As detailed through this, listening is important, but even more so is responding. Throughout this time, all the fans needed was a simple message from the developers saying that they were listening and finding a way to help. Instead, the fanbase was left in the dark with no idea of any future fixes to the game.

Sometimes your audience doesn’t need to read paragraphs of information. By being quick with decisions and understanding an audience’s need for speed, these companies take advantage (or don’t take advantage) of efficient communication to improve themselves as a business. Seize this opportunity to learn from these lessons of speed.

 

A simple way to think about the Internet when you take your business online

 

Stumbling into the world of social media with the idea of getting your business out there can be daunting if it’s your first time. There are so many places you could post, and it’s critical to post the right information in the right place – because that is where your audience will be.

Visualise the Internet as a city.

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The corporate website is your storefront.

It isn’t directly selling to you but will give you information on what’s inside and what to expect.

Think about your audience when making this website. Don’t only think of what you want your audience to know. Try putting yourself in your the shoes of a member of your audience. What might they want to get from your website?

When making your corporate website, still put more of yourself into it. Don’t make it so generic, and instead, give it the personality that draws in people.

Craiglist is like a bulletin board at the grocery store. 

Here, everyone is going to stop by and check all of the classified ads on community events, job openings, services, and other local interests.

Depending on your type of business, Craiglist can be useful, but it is more suitable for services such as tutoring, repairs, and much smaller scale services. This is why it is important to know where your content should be going.

eBay is a garage sale.

Much like Craiglist, this isn’t a staple for your business. Although, some have turned to eBay as a business.

The use of eBay is very situational for companies, depending heavily on the products that you sell. After forming a success from eBay, sellers will often create their website to sell their goods and link their site to their eBay page.

Amazon is a Superstore.

You can find anything here.

Another medium for selling, Amazon is the world’s largest distributor through electronic commerce. With countless online shops, Amazon sets up a point of sale for businesses to sell their goods.

Sellers can tap into Amazon’s infrastructure in exchange for a fee, and sell their products. Much like eBay, after retailers establish, they often create their website as a selling point to their buyers.

Mainstream media sites are the newspapers. 

This concept is self-explanatory; much like a local newspaper, your ideas can be pitched in the form of a news release to be picked up as a story for the media.

Mainstream media outlets and physical newspapers share the same idea: getting news out to their audience – and in the end your audience.

Find ways to work with other forms of mainstream media. Don’t only sell your product and instead, sell a story.

Social Media is the private clubs and cocktail parties.

Here is where everyone wants to be. The social media, in this case, is your blogs, forums, and social networks. Using social media is how you meet new people and find those who will be interested in you and what you have to offer. In the end, you will find your best luck here.

In the end, you will find your best success here, as it is the most versatile of the places.

Moving to the big city. 

Think about what you have to offer and tailor your content to the place you are posting.

eBay isn’t for sharing your business’ backstory, and your corporate website isn’t used to sell your product directly. Instead, think critically about where you’re posting, and what kind of audience will be waiting for you there.

How to Connect with your Target Audience Using Buyer Personas.

By Carik Gaudet

 

The innovation behind social media gives everyone the tools to spread messages directly to their target audience. These tools come in many forms – from video content to blogs.

Though, before you go searching for the right tool for the job, it’s necessary to know what the tool is for.

If you don’t know, you need a buyer persona.

What is a buyer persona?

A buyer persona is a fictional profile you build of your ideal audience. Depending on your services, this can be very specific. No product or service targets towards everyone, and buyer personas are used to identify the needs of your audience.

To be successful in finding your target audience and creating your buyer persona, you need to take a broad group, break it down, and personify it.

Learn about your audience. Conduct research to find what they want and need. Once you learn about them, adapt to their demands and deliver through your services.

Why you need to know your buyers

As stated by Edelman’s Consumer Marketing Study, “90 per cent of people want brands to share“, when in reality, only “10 per cent think brands do it well.” The act of sharing and responding to customers’ demands can separate you from a good company to a great company.

What to include in a buyer persona?

The buyer persona should outline: 

A Problem

Solving problems is why you are in business. The buyer persona’s problem is what your business or service can solve. These are often things that are crucial to them. Your company should consider these issues in advertising. When writing, don’t just think about what you want them to know, think about what they want to know.

Goals 

Each customer has their goals and much like their problem, the goal will help you understand how your client can get what they need.

Technical Profile

The buyer persona’s technical profile outlines their proficiency with technology, and what technology they use. The technical profile comes down to the user’s type of cell phone, computer, and the computer’s operating system.

Example: “Owns the newest Asus laptop running Windows 10; and a Samsung S6.”

Internet Usage

Tying into the technical profile, internet usage is how often the buyer persona uses this technology and what they use it for.

Example: “Uses internet 80% of the time at home; video editing; social media.”

Other critical information includes:

  • Age
  • Gender
  • Occupation
  • Family
  • Household Income
  • Favourite Websites

Use this information to tailor your approach to reach your target audience and meet their needs directly.

How to find this information

The most efficient way of gaining this information is by simply asking. By either interviewing or surveying your audience, you can receive the information you need straight from the source that matters. You can ask in person, email, or comment sections.

Alternatively, Google My Business offers an excellent place to open your business up to the public for reviews directly from your buyers. This service greatly helps you form the needs of your clients for your persona.

How to easily create a buyer persona

Thankfully, HubSpot offers a pain-free tool to assist in creating your buyer persona. The tool brings you through all of the steps needed to create your persona and helps you understand the importance behind knowing your audience.