Success in Social Media: The Path

How do you measure success in social media? I’ve been asked this many times during interviews, and I always answer the same way: any and all interactions that place your brand in a positive light. Many people might disagree with me and focus more an metrics and numbers, but if we look at the path social media marketing has taken in the past few years, you will see that the measure of success has shifted into a more subjective realm. Does that mean the metrics and numbers don’t matter? Of course they matter! That’s the point of marketing, isn’t it? But in social media, the marketing aspect has quickly shifted over to branding, presence, and overall engagement with your followers.

Let’s take a look at the original metric that social media marketers used to measure success: Followers. The more followers you had, the better, right? Having a huge number of Likes on Facebook means that people actively sought out your page, clicked the Like button, and would then receive news and updates whenever you post them. Well, at the time it was the only important metric you had.

Social media marketers then started to focus on creating viral content, and the measure of virality was the number of Likes and Shares a post received. In came the flood of clickbait titles, “Like if you agree” image macros, and “Share if you love your mother” posts. Companies wanted to know that their content was being consumed, or, with the changes to the Facebook algorithms, seen by their followers. We’re at the tail end of this practice now, and we’re quickly shifting over into forming direct, emotional connections. Frankly, I feel like this should’ve been where we started as social media marketers.

How do you create emotional connections with your followers? Just check out the tagline of this blog: Be more human. That the adage by which I formulate my social media strategies, and companies and brands should pay attention. Be more human. Just take a look at the first word in “social media”! It’s “social”! The more you advertise and broadcast to your followers, the faster they get fed up with your content, which means they’re more likely to just ignore you. When that happens, say goodbye to your organic reach, which means you pay more to advertise your content, which exacerbates your problem. Literally throwing your money away. People on social media don’t want to be bombarded by ads on a daily basis. To reach them, you have to become like one of them, which means using the social media site as it’s intended: to create connections with people on a personal level. The playing field is already set; you just have to play the game instead of trying to create your own rules!

Each social site has its own expectations of etiquette and behavior. On Tumblr, for example, you’re expected to have fun and not take yourself too seriously. On Instagram, you need to show of your staff and show everyone what you’re up to. On Facebook, you want to be the person starting conversations and share your opinions (just be careful about this part).

If you’re likeable to the point where people can relate to you, they will take the time out of their day to support you. So how do you measure success in social media? Be more human today.

Buzzword #2: Organic

urlWhat exactly does “organic” mean in social media terms? It’s actually very similar to the definition of the farming and food definition. Organic search results in search engines like Google come about from hard work and dedication without paid advertising or bidding on keywords. When an employer wants better ranking in organic search results, they are asking for the very basics of search engine optimization. While SEO may be the most cost-effective way to maximize your online marketing efforts, it is also the most time-consuming. It requires you to post quality content frequently while managing inbound and outbound links and making sure what you’ve submitted becomes visible and easily found on all your social media platforms. The process might be methodical, but the content is where you show off your expertise in whatever you’re advertising.

How can you be sure your submissions are counted by Google? Like I mentioned early, you need to post quality content frequently. But what does “quality” really mean? It means to avoid copying and pasting large blocks of text. It means flexing and expanding your vocabulary. It means to be creative. Organic results are awesome, but only if you put in the time and effort to make it worthwhile! As a long term investment, it will make you a strong and reliable source of information, which in turn maximizes the influence you have in directing traffic and generating hits.

Tips:

1. Avoid expository text in flash objects. Your text might very well contain the keywords required to improve your organic search results, but because they’re imbedded in videos or flash files, Google cannot pick findthem! If a video or flash object is absolutely necessary, make sure to have a well-written description that make use of your keywords.

2. Vary your terms! While it’s fine to use terms like “social media” frequently if you’re optimizing for social media, you can break term up and still be relevant to Google’s search bots: “See what media is saying about social networks”.

3. Pictures draw them in! If you’re going for a longer article, make sure to include a picture every few paragraphs to give the reader a different kind of mental stimulation. It will keep them interested in what you have to say. Likewise it is usually best to start off with a picture to get their attention in the first place.

Click here for Buzzword #1: Viral