you suck at social media - but you can fix it...maybe

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You Suck at Social Media But you can fix it.

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Post on 12-Feb-2017

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You Suck at Social MediaBut you can fix it.

“Would you tell me, please,

which way I ought to go from

here?” asked Alice.“That depends a good deal on

where you want to get to,” said

the Cat.“I don't much care

where,” said Alice.

“Then it doesn’t matter

which way you go,”

said the Cat.

Good ROI (Return on Investment)

0.3%Total Social Media Sales

Most articles on social media are like:

Who I am?Tyler Brooks

Founder // Analytive

MBA and BA in Entrepreneurship

Google Analytics and Adwords Certified

You suck at social media.

But it’s not all your fault.

The deck is stacked against you.

10%Conversion Rate

At $100 per conversion:Email - $1,000

Facebook - $150

Facebook doesn’t want youto succeed organically.

They want you to pay them to reach your own followers.

Social media will continue to have diminishing returns.

In other words, the original promise of social media to creating meaningful relationships with your customers is

basically dead.

So what do you do?

Option 1: Drive engagement

Engage Emotionally

Emotional Engagement:

● Joy● Anger● Sadness● Humor● Interest/Curiosity● Usefulness/Value

Case Study

12,000 Customers in First Two Days

What They Do Differently:

● Content Creation● Highly Human● Humorous● Great Product

People want to be entertained.

Fundamentally, this is TV advertising adapted to social media.

*Also, results not typical.

Option 2: Move Followers to Other Channels

Your Website($$$)

Email Marketing

What does this look like?

Results:$35 spend55 clicks

~20 subscribes$1.75 per email

So what do we measure?

Conversation Rate

# of Comments or Replies per Post

Amplification Rate

# of shares/retweets per post

Applause Rate

# of likes/favorites per post

Economic Value

Sum of Short and Long Term Revenue& Cost Savings

Source: http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/

Tools:True Social Metrics

HootsuiteBuffer

This one tracks applause, amplification, and conversation rates.

Questions?

Want to get in touch?Tyler Brooks - [email protected]

Twitter: @tyler_brooks

http://analytive.com/blog