For example, if you’re located in a city that has an NFL football team, you can support the local team as part of your company’s personality. Or, if you’re a family-oriented company, you can post updates about your “Take Your Kids to Work Day” and include photos of the event.
In essence, it’s about strategically deciding what your company’s culture or persona will be and then posting interesting content that relates to that. This means getting outside your comfort zone and talking about things that interest you as a company, not about your industry, products and services.
4. Don’t Over-Invest
As you delve into social media, don’t rush out and hire a full-time person to manage it. Instead, start by looking around your company and finding someone interested in the additional responsibility. Chances are you have someone personally involved in social media who would love to have this as part of his job description. As your social media presence grows and becomes successful, you can see the business case for growing the department.
5. Look Beyond the 'Likes'
Judging a social media campaign solely by the size of your Facebook likes is a bit backward. Although “likes” can be a good indicator of success, a new Facebook like won’t feed your family. To measure a successful campaign, here are a few of the major metrics that social media can influence and you can measure:
- Reach, likes and shares: These soft metrics of social lets you know you’re keeping your audience engaged.
- Social referral traffic and goal completions: Measured through Google Analytics. You can figure out who’s coming from social media and either buying something or filling in a lead form on your website.
- Social media leads: Yes, you can drive business leads from prospects straight from social media.
- Increased search engine rankings and new inbound links: Having a presence on social media can have a huge effect on any other organic or search engine optimization (SEO) programs you’re running. Social media can be a key component of driving search engine traffic to your website.
- Increases in branded traffic: Also measured by Google Analytics. If you’re keeping your audience engaged and getting prospects “warmed up” on social, you should see an increase of consumers searching for your brand in search engines.
6. Measure Your Results Based on Goals
Now that you know results are more than just “likes,” decide how you’re going to measure results before you start any social media activity, as well as the specific metrics you’ll use to determine success. Social media is just like any other marketing initiative, which means you have to answer some key questions, such as “Why are we doing this?” and “What are we hoping to get from it?”