What Does Social Media Have to Offer?
1. Do You Generate Sales with Social Media?
Can You Make Rock-Hard Sales?
Ask yourself the following questions:
- What is a ‘like’ worth?
- Why do I want to reach many people on social media at all? And who?
- Why is it essential to invest in building a community on social media?
Especially when we talk about the unpaid, but an active presence on social media, it does not deliver sales. Yet it takes a lot of effort. Why do we do it then?
Social media, when unpaid, delivers presence to your community. It’s that simple. It is the way to reach your audience, whatever message you have for them.
Social media is, therefore, the center of three essential parts of your communication. And those are also the three points that you have to worry about, right from the moment you start using social media:
- Marketing: your target group will follow you for a reason. The reason is that you know what they find interesting related to brands, products, services or content. So share what they are waiting for: articles, offers…
- Customer service: your social channels are also the place where your target group contacts you if they have a question or a complaint. You have to monitor this accurately because more often than not, these complaints will appear publicly on your page.
- Public relations: once you have news, your social channels are the place to share it.
- There is also a fourth point, and that is social proof. Social proof is becoming increasingly important, especially for companies.
You do not just make a choice to buy something. More and more often you want to choose a brand or web shop that is popular, or one that has many good reviews, because of the quality, the design or the brand that is very popular, for whatever reason. You then recognize that social proof by the engagement numbers on, for example, the messages on the page of this brand: the number of likes, shares, comments, pins, retweets … You name it. It is especially important to get comments on Instagram to make your social proof higher!
Social proof is also significant in a growing influencer marketing. Does a YouTuber have millions of followers? Then he will have something interesting to say. Even for companies, this is becoming more and more important: does someone have thousands of followers on Twitter and LinkedIn? Why would that be? These people do not have a high reach for no reason: they tell something fascinating for sure!
2. When Do You Have Success with Social Media?
As mentioned, it can be difficult to measure whether you are really successful with social media. It does not just give you more sales immediately.
Some Objectives Fit Perfectly with Your Social Media Strategy:
- Awareness: you want to be more visible to your target group, to increase the awareness of your brand.
- Loyalty: your community follows you and wants to communicate with you. Moreover, you offer them what they are waiting for.
- Sales: In the form of buying a product or applying for a membership, directly from an advertisement on social media. When filling in a form (Lead Ad). When traffic from social media is part of the attribution model
Fortunately, you can make all these goals measurable in a certain way. And the moment you can measure something, you can judge whether you are successful with something.
Awareness says something about the presence of your brand. How visible are you for your target group? How well do they know you?
Social media is the place to reach your target group and to build your community. Fortunately, you can measure how many people have seen something of you in many ways. The most important metrics are:
Reach is the total number of people who saw something from your page: a message, video, comments, mentions, and so on. Make a distinction between your organic and paid messages.
Social engagement: this is an important metric because it says something about the level of commitment that your target group has with your company.
You calculate your social engagement in the following way:
Likes x shares x retweets x comments (and so on) / Number of messages you have placed. In other words: the total number of interactions, divided by the total number of messages that have been published.
Influence: some social media tools also can give your level of power an individual score. This is a combination of the number of followers you have, plus your engagement and the number of clicks you usually get.
With loyalty, it is more about the feeling that people have with your brand. Are they linked to you to a certain extent? What comes to them, when do they think of your brand?
How many people are loyal to your brand? How many people have actually indicated that they want to receive updates from you? And what is the sentiment of these messages: positive, neutral, or negative?
Metrics concerning loyalty is also reasonably easy to obtain, and even logical:
- Community: how many likes or followers do you have on your channel? In other words: how many people have indicated that in a certain sense they want to be part of your community?
- Social engagement: indeed, as with awareness, social engagement also says something about loyalty. Because thousands of likes on your page, but if there isn’t anyone that does something with your content, you do not have that much.
- Clicks: it will happen very often that you share a link to a web page. How often is it clicked, compared to the range?
- Sentiment: this is an interesting one. Especially for the most important pages with thousands of followers, it is essential to keep the attitude up to a certain level. Your followers can say something positive, negative or neutral about your brand. Of course, you can track this manually, but there are also tools that do this for you. These tools can, based on the words that have been included, assess whether something is positive, negative or neutral.