SOCIAL MEDIA ENGAGEMENT PART TWOMarketing, 13/11/15
IN THIS VIDEO:
0.55 Why Engagement
1.35 What about Page Likes
4.20 Engagement + Social Media
Hey, guys. It’s Hayley from Small Business Performance Coaching.
I’m just going into part two of the engagement blog on all things social media. I’ll jump straight into it because I’m assuming you have already watched part one.
In this part, we’re going to talk about how to measure progress on social media through the different conversion parts. At the end of the day, it’s all engagement. By engagement, I mean likes, comments, shares, clicks, retweets, favorites, +1s on Google if you use that, re-pins, all of that. That is what engagement is.
“Why engagement?” you ask. The questions you need to ask yourself with engagement and the information that you get from all of these re-shares and the comments and the likes and stuff:
- Just ask yourself what can you actually do with this information?
- Does it enable you to take action?
- Can you make a decision based off that?
- Can you drill down to specifics?
- Can you run tests to improve performance – like-for-like ads or different programs for different niches?
- Does it contribute to your goal?
100%, it all does. This is when it comes into “What about page likes?” Yes, cool. Page like counts and reach on Facebook are really popular in terms of metrics being tracked. Page likes obviously indicate momentum and reach –with the algorithm changing all the time – count what audience you can actually reach.
But it may not exactly correlate to interactions on the posts that you’re actually sharing. For example, you’re in that “consider” stage that I was talking about in the last blog. Great, you have 2500 fans, and you have a reach of 79,000, that’s awesome – I’m not taking that away from you – but there’s not really much you can do with that information, is there?
If you go back to these questions, what can you do with this information? “Cool. I have 2500 likes. Sweet, cool.” Do I have more people in my gym today than yesterday? “Oh. No, but I have an extra 1000 likes.” For what?
With engagement, though, with those engaged fans on your page, the metrics can answer so many more questions for you. They give you a clear picture of what type of content your fans actually like to consume. It gives you more precise data on the content your users want to share.
Obviously, this comes back to creating brand advocates. Everybody wants a brand advocate. You want people sharing your content. You want people wearing your T-shirts and rocking it out. It’s free marketing, guys. Remember that.
It helps you to decide what tactics to improve on and what to drop. What Facebook ads work? What gym programs work? It’s all of that stuff. It allows you to run different tests on stuff, so you can optimize where you need to. It helps indicate the progression of your fans along that social journey that we’ve been talking about. Your engagement can help with so much more than likes can.
At the end of the day, the difference between these two types of metrics is often referred to as vanity metrics – like, “Yes, sweet. I’ve got all these likes”; yes, but are you making any money – versus actual actionable metrics. This is what you should focus on, guys: actionable, not vanity. I’m super pumped for you if have 50,000 likes, but if you’re not making any money, I don’t really see what the point is.
Engagement on social media is probably the hardest outcome to actually achieve. Businesses of all sizes strive for more engagement on their campaigns. You can look at these pages, and it’s like, “How the hell do people get all this engagement? I don’t even think their posts are that funny.” Whatever. This comes down to a few different things.
I saw this in an article, which is actually quite recent. It’s probably the most recent data study insights I’ve seen. It’s from September 2015. Here are a couple of key points that I thought would be good highlights. This, as an average, is a general overview. If you know your market and your consumer better – hopefully, you do some of this – you could go, “You know what? This doesn’t apply to me,” or “No. I don’t think that works for me.” Take this with a grain of salt.
They’re saying that the most popular time of day to post is in the late morning and at the lunch hour. Obviously, if you’re a café, you would want stuff out early morning while people are going to work, so they can see the specials or whatever that may be. If you’re a gym, you want to have posts out when people are getting out of bed, or that late morning might still work post people working out, and then getting people there for the night session.
The least popular time to post is late evening and into the night. Obviously, I guess this depends on what you actually call late. I think posts around 9:00 or 9:30 actually do really well because people are in bed and they’re on their phones and they’re scrolling instead of interacting with their loved ones. But whatever.
Tuesdays and Wednesdays are the most popular days because they’re just boring nothing days, so people spend more time online. Don’t get me started for my hatred of Tuesday as a day. That’s a different blog post in itself –maybe a BuzzFeed.
Sundays and Saturdays are the least popular. This is music to my ears, purely because people should be out in real life. But in saying that, still post on the weekends. Depending on your business, it might help. If you’re a café and you have specials that weekend and you’re pumping, you want to be posting on the weekend. A lot of gyms aren’t open on Sundays; do you want to post? Maybe not. Again, take this with a grain of salt.
There are seven types of questions to ask. What, why, who, when, which, would, and how?
I thought this was interesting. Here are the most popular ways to post. We always go on about automating stuff, so at the end of the day, people are still posting directly from Facebook, and then they’re using Hootsuite, Instagram, Twitter, and Buffer.
This is just a note down here, and this is when I’m referring to engagement, as well. Engagement means everything from likes, shares, and comments. They haven’t included clicks in this metric, since some of the updates… Clicks is a hard one because it depends if it’s going to websites or whatever. When you think engagement, that’s what they’re referring to in this little square.
With all of that in mind, please remember when you’re posting stuff and you’re reading through feedback and comments to measure the engagement on each type of post you actually put up. Keep these things in mind. What day did I post it? What time did I post it? What kind of post was it?
If you say, “Oh. That post did really well for me on a Monday, compared to that one,” yet one was video and one was a text post, of course, that’s going to have a completely different engagement. Compare apples with apples – basic.
Ensure you’ve got a strong variety in the type of content you post. We always go on about this. This is nothing new. Use visual content in questions to increase your engagement. I mentioned this a lot in part one of the blog.
If your page is new, focus more on engaging targeted users to convert them to fans. These are the guys whose problems you want to solve. If your page has been around for a while, it’s old, hone in on the struggles of your users with your posts. Again, I’ve already mentioned this.
If you’re sharing offers via your social media, drive social referral traffic to a well-planned landing page. You know we’re all about landing pages, so if you’ve watched any of our stuff, this is nothing new to you.
Measure engagement to analyze what’s working in each stage of the social journey. If you’re losing people at that evaluate stage, why? What stuff are you posting that is scaring them away? Look at stuff like that.
Increase your frequency of high-performing posts. This is what I said before. If you have one post on a Monday that absolutely nailed it and then one that didn’t, let’s definitely keep doing what nailed it.
“Yes, the video definitely worked better than the photo. Let’s keep doing video posts.” If that was a one off, you’re going to know it in a matter of weeks. Again, this comes back to measuring and watching and monitoring everything that you’re doing.
If you can, use AB tests. By that, I mean, post stuff that’s similar and watch the trends and see why one is performing better than another. Sometimes it can be something as stupid as one color resonates for people better or one color resonates with females more and the offer is more attractive to females. Again, this is stuff that you probably wouldn’t even think makes a difference, but it does.
Guys, that wraps up social media engagement. I hope you found it somewhat interesting. We always love feedback, as you know, so please comment below.
I hope it’s not too overwhelming when you’re writing your social media plans for the next month moving forward. Remember social media is all new to everyone still, so it’s all about trying, seeing what works for your brand, and trying stuff. If it doesn’t work, move on; it’s no big deal. It’s not like back in the day where you would spend $75,000 to put up a billboard and it didn’t work. This isn’t costing you that much money.
Start experimenting. Have fun with it. Be you. Be your brand, and enjoy it. Thanks, guys.
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