The organic reach of Facebook posts has dipped to just 6% of followers engaging. Now more than ever, understanding and optimizing the frequency and messaging mix has a monumental impact on the success of your social media campaign. At Wpromote, we understand and embrace this challenge. We group all messages into three main types:
For every social media client, the optimal mix of these message types varies, and by tracking the engagement and ROI from each we can arrive at the optimal mix for your brand. For example, an Ecommerce store with a strong following might arrive at a mix of 25%-40%-35% engagement for the three messaging categories.
Inside each of these broad buckets of messages are dozens of variations; for your brand, users may be more active in answering questions than posting photos. By optimizing both across our three defined buckets as well as within them, we dramatically increase the reach and impact of our clients’ social media campaigns.
Within the passive but constantly “on” environment that is Facebook, you need to stand out from the noise with social media promotions in order to have the periodic “pop” that will deliver your ROI.
With an arsenal of initiatives at our disposal for use in your social media campaign, we start by working backwards from your business goals: are you looking to sell products, generate leads, drive offline actions such as walking into a store or dealership, expand your social media footprint, or achieve a combination of these goals?
Once we understand your direction, we create a Social Media Engagement Calendar and hit the ground running with a broad array of initiatives:
The effects of successful social media campaign no longer end at the gates of Facebook, Twitter, or Google+. Rather, the ubiquitous Facebook Like and the Google +1 buttons now have the ability to profoundly impact SEO rankings and paid search results.
Every time a user clicks a Like or +1 button – whether on a Google search results page, an Ecommerce store, within or outside of Facebook, or on any news site – this data is fed to Facebook and Google to become the “social endorsements” that we now see directly integrated into the search results of Google and Bing.
What happens now? When anyone connected to you on Facebook or through any of Google’s services (such as Gmail) searches for something, data from those buttons will result in thumbnail images and very clear social endorsements included on the SERPs. These additions result in higher clickthrough rates, more conversions, and ultimately higher SEO rankings and lower paid search costs. The tremendous takeaway here is that a successfully implemented social media campaign and social strategy can measurably impact the results of your other avenues of online marketing.
Social media is not just about creating the conversation, educating users, and piquing interest; it is also about listening. It can be an invaluable tool to address customer service, solve problems, improve products, and ultimately provide a better business relationship with your customers.
Your customers and potential customers are talking to you, talking about you, and talking for you. You just need to know where to listen and how to digest and draw powerful conclusions from their conversations.
As part of our social media campaigns, we are your ears on the ground. We help identify sentiment trends, customer needs, and opportunities to improve, then use that information to help optimize your social media communication as well as improve your products, services, and customer experience.
The reporting elements of social media campaigns include the “what,” the “why,” and the “what’s next.” Reports are a mix of both metrics and analytics to gauge overall progress as well as the way results may affect future strategy, as social media campaigns are an inherently fluid process. Social media reporting includes: