Category Archives: Enterprise

What A Good Social Media Marketer Already Knows

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There are few who are social marketers that actually love analytics. Likewise there are few who write marketing copy, status updates or builds communities using social networks that love statistics. We are social people who like being social. That’s what makes us good at social media. Social media professionals are far more expressive than analytical. However, our job as professionals demands that we be analytical as well.

 

Objectives & goals set us apart as professionals

 
The thing that separates us from the non-professionals is that we have objectives and goals and are held accountable for creating demonstrable results. We need an easy to use tool to help us to justify our time and marketing direction to our clients. We need a tool that helps us to course correct. It’s necessary to move towards our goals and objectives. SocialReport focused on finding solutions to reporting and analytics problems and helping people to succeed with their social marketing campaigns. We need a powerful but easy to use tool set to measure and monitor our online activity.

 

Social media is social. It’s about people. It’s about getting others to see a little bit of themselves in us. It’s about being friends. It’s about creating a community. It’s about converting followers into fans of our brand, product or service. It’s about being genuine and authentic. It’s a people business and as people, the majority of us are driven more by emotion than actual facts. Every good sales person knows this. How people feel about our brand is critical.

 

I can back this up by discussing more complex concepts such as cognitive linguistics, ambient awareness, managing and understanding different the types of personalities, individual communication strategies and behavioral science.

 

In the end, most of the time, people don’t know why they respond to things or what they are actually revealing through their responses. The truth is, it doesn’t really matter either. I just need to know how to create the right stimulus that people will respond to and how to create the right emotional attachments to the brand. I also want to write in a way that allows people to create mental anchors to the brand. But first, I have to give them a reason to listen and to care. That starts with me. I have to care first and I must be genuine about it.

 

Social media isn’t a megaphone

 

One-way marketing messages do not and will not work in “social” media. Conversation does. The only way to get around this, is to have an already established brand that has been running a successful traditional marketing campaign for a long number of years or a news service and even for many of those brands, they are successful in the social media space because they are responsive and conversational. There are a massive number of case studies to support this.

 

af•fin•i•ty [uh-fin-i-tee] noun

1. a natural liking for or attraction to a person, thing, idea, etc.

2. a person, thing, idea, etc., for which such a natural liking or attraction is felt.

3. relationship by marriage or by ties other than those of blood (distinguished from consanguinity).

4. inherent likeness or agreement; close resemblance or connection

 
In the end, social is a two-way and not a one-way communications device. Increasing engagement is directly proportional to increasing stimulus. What I am looking for is intensity of feeling towards the brand and increasing the intensity of conversation around the brand.

 

Be a good host

 

In many ways, services such as Twitter are like a talk show. We need to relate with our audience. That means breaking the fourth wall. Talking at people instead of talking with people is not social. It’s not networking. It’s advertising. Advertising is also good but that’s not the purpose of a Twitter account or even a Facebook page. They are PR tools and I’m acting as a spokesperson. I’m not giving a speech. I’m participating in a conversation around my brand and with my community.

 

Think about going to a party and not listening or responding to conversation. Imagine going to a party and just talking and talking and talking… Not a two-way dialog but just talking at people. Twitter and Facebook are the same way. My job is to gather a crowd. That means being witty, funny, engaging and interesting. It does not mean making pitch after pitch. That approach doesn’t work in real life. It doesn’t work online.

 

Try SocialReport for free for thirty days and see what the data tells you about your social media campaigns.

Social Analytics Deliver the Right Messages to Right Audiences

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If you are like me and I suspect that you are, while we understand logic, we are driven by communication. We like people. We have a genuine desire to help people and solve problems. Measuring and analyzing data is necessary on a professional level. It also helps us to zero in on the right messages and to craft our presentation.

MFor those of us who would rather write, emote, capture interest and maintain attention, tracking and analyzing data is a chore. However, it is very necessary to ensure that we are moving in the right direction. Finding the right tools for people like us can be a challenge. We are looking for tools that are easy to use and descriptive. We want key data but without having to quagmire ourselves in numbers. We get the importance of data points and response but we want that data to be chunked in a way that is easy for us to assimilate and apply.

MIn other words, we want to focus on what we do best; communicate in brief bursts of status updates and we want to be effective.

Social Analytics Allows for Quick and Effective Responses

The answer to this need is a tool set that is easy to use. Analytics that are broken down into chunks of information that help us to create a cognitive awareness of our success or failure. The easier the tool is to use, the better. Time is always a factor. The right social analytics will help us to achieve our objectives with a minimal time footprint.

MNo matter our background in analytics and monitoring, what we want to is a tool-set that we can start using immediately and gain an immediate benefit from. However, as we become more familiar with the analytics and the data contained in the tool-set, we want to be able to follow that depth. Ultimately becoming the masters of response and reaction. By creating an awareness of how people are responding to our social campaign, we are able to zero in with precision and deliver higher quality message that create a higher quality of response. It’s one thing to say that our objective is to create value. It’s another to craft personally relevant messages that are directed to the right audience and in the right way.