Deciding early on what your expectations are in social media will help you start as you mean to go on. All too often businesses are measuring their social media success on the wrong things entirely so it’s important to determine where you are heading first.
What’s the end goal?
- To connect with your customers and clients
- To deliver a better customer service
- To gain new leads
- To build brand awareness
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Whatever it is that you want to achieve in your business, now is the time to align it with your social media efforts. To get you on track, here are some questions you need to ask:
What are my expectations for the page?
What kind of exposure do I want – increase customer engagement, improve public relations, promote new products and offers or deliver exceptional customer service?
What kind of engagement would be most beneficial – knowing more about our existing customers or finding out more demographic info?
What demographic are we struggling to connect with that would be valuable to do so through social media?
What are my competitors doing that I think works or doesn’t work?
What are my ROI expectations?
The last question will get a variety of answers and most will probably be within some social media metric – saying they want a certain number of likes. However in day to day business the main metrics would be sales volume, revenue and cost. These may be hard to measure in social media, but reach and engagement are a good place to start. How a piece of content is performing and how often people are engaging with your brand is important.
Remember having a lot of likes or fans is not everything. You are no better off having a hundred people following your page who never interact with it, so focus on having real likes that really want to talk back to you, and gain valuable information from them, with your end goal in mind.
Feel free to leave any comments if you would like to share your ideas or experience in this…