10 problems with social media and how the right tactics can fix them
TRANSCRIPT
Rand Fishkin, Wizard of Moz | @randfish | [email protected]
The 10 Big Social Media Challenges(and how the right tactics can address them)
No Need to Take Notes:http://bit.ly/10socialproblems
With Whom Should I Interact?
#1
Interact with These Folks:
Find Them Using Followerwonk:
http://followerwonk.com
Sorting by Social Authority can help ID influential accounts that may not have huge follower counts
What Should I Share?#2
Base Your Sharing on Your
Strengths
From the Canadian Bobsled Team’s Recent “Selfie” on Twitter
Always in the know about important news before others? Share it!
Can you create great photos/visuals for your shares? Do it!
Master of humor? Keep ‘em laughing.
Have short, profound insights & phrasing about trending topics? Share ‘em!
Track Your Sharing to Determine
What’s Working vs. What Isn’t
Via my Moz Analytics account
I try to compare these against the shares that get the least traction to understand the differences between what works vs. doesn’t.
When Should I Share?
#3
When Your Audience is Online!
Via http://followerwonk.com (and scheduling via http://bufferapp.com
And, Hopefully, More than Once:
Buffer’s Case for Reposting Content
If I only share once, even at the peak of my followers being online, my tweet would only be seen by ~6%!
How Do I Get More People to See My Shares?
#4
Easy…
Just share really awesome stuff
that
no one has seen before.
Participation by & Inclusion of
Others Earns Built-In Amplification
Participation by & Inclusion of
Others Earns Built-In Amplification
Early in Moz’s history, we started the search ranking factors by collecting feedback from many of the industry’s best-known professionals. Naturally, they helped us spread the word once the project launched.
Participation by & Inclusion of
Others Earns Built-In Amplification
Creating Your Own Sharing
Network (over email/chat) Can Be of
Huge Value
Using Google Groups, Wiggio (pictured above), or a homegrown solution can work
Which Networks Are Right for Me/My Brand?
#5
Don’t Just Look for Your
Competition or Your Customers!
Go Where Your Audience’s
Influencers are Most Active &
Receptive
79 new posts about Seattle bicycles in 60 seconds! Maybe Google Plus is worth checking out…
How Can I Grow My Followers on Social?
#6
Share Great Stuff that Gets
Amplified
This was one of my most successful Google+ posts in terms of shares and +1s, and it also resulted in a large number of new followers.
Create a Conversion Point from
Other Trafficked Channels
From Dustin Curtis’ now famous experiments on social account CTAs
Get Influential Accounts to
Mention You & Your Stuff
One of the best ways to do this is to give people/brands/accounts the heads up when you’re mentioning or saying nice things about them
Participate in Events
I gain the most followers when I speak at conferences, participate in webinars, or join events.
Interestingly, I usually lose followers if/when I tweet something political
How Can Social Media Help My SEO?
#7
Google+: Fairly Directly
All Other Networks: Indirectly
Via http://searchengineland.com/googles-matt-cutts-facebook-twitter-pages-are-treated-like-any-other-web-page-on-the-internet-182370
and http://moz.com/blog/google-plus-correlations
What Format(s) Should I Use for Sharing?
#8
Test & See What Works…
Via http://www.socialbakers.com/blog/223-what-types-of-posts-work-best-on-facebook-pages
But Probably A Lot of Visuals
How Much Time Do I Need to Commit to Social Sharing & Engaging?
#9
Quantity Matters Less than
Consistency
http://blog.kissmetrics.com/science-of-social-timing-1/ and http://michaelhyatt.com/blogging-frequency.html
This is What I Do:
http://moz.com/rand/how-can-a-ceo-lead-social-media-efforts-for-their-company/
I do intermittent sharing, replying, and engagement on social while I’m catching up on my daily reading & email.
How Should I Track Success in Social?
#10
Which Metrics Are Worth
Tracking?
I like Avinash’s post on this topic, though I believe audience and traffic are metrics worth tracking and for many brands, measuring economic impact may prove too
challenging.
Vs. the Competition
This comes via a concept for Moz Analytics (which collects this databut doesn’t currently show it in precisely this fashion)
Against YoY (or MoM) Growth Rate
From Moz CEO Sarah Bird’s 2013 Year-in-Review
The 10 Big Social Media Challenges
http://bit.ly/10socialproblems
Rand Fishkin, Wizard of Moz | @randfish | [email protected]