Social Media Spring Clean

 

By Brian MacAuley

 

Ultimately when it comes to business, social media marketing can contribute to generating sales. Social media is much more than just a way to grow your image and connect with your current customers. When done correctly, you can use sites like Facebook, Twitter, LinkedIn and Instagram to generate real leads for your business. And the best thing is that social media lead generation is cost effective.

With people turning to their mobile devices and social media in the buying journey there are many reasons why your business should be active on social media. Checking that your presence is effective is therefore essential - “time for a spring clean”. To carry out an audit on your social media, look closely at your activity, results, audience, and your advertising spend. You may find you’re spending too much time or money on a platform that’s not delivering results or, for example, that you’re hitting your audience on Twitter but not Facebook. The first step in your audit is to compile all the social media metrics you can to evaluate your overall results – the number of followers, likes, shares, comments, video views, post reach etc.

Take a close look at how they compare on different types of posts, too. Do you get more engagement from Facebook when you tag influencers than when you share blog posts? Do your video views get more engagement on Instagram or Twitter? Are they steadily increasing over time? Sometimes our assumptions are wrong, which is why it’s so important to track this data. For example, you might be frustrated with comparatively low on-platform engagement on Pinterest compared to your other social profiles. However, after an audit, you might discover Pinterest actually sends you the most (and best) site traffic. social media followings might be different for each platform. If you market your business on Pinterest or Snapchat, you know how true this can be.

You also may be missing one demographic of your target audience on one platform. You probably don’t have as many male followers on Pinterest or lack older followers on Snapchat, for example; however, that wouldn’t make sense on Facebook.

Most social media sites provide audience information, like Facebook’s Audience Insights or Pinterest’s Analytics. Once you know who your target audience is and how people are interacting with you on social media, it’s time to take a closer look at how you’re using your social media platforms. Ultimately, you want to monitor your presence for consistency and quality. For example, do you respond rapidly to Facebook messages and emails, but not Twitter direct messages? Is your branding consistent across all platforms?

Also look at the types of content you share across your social platforms and over time. Carrying out a spring clean on your social media may seem a chore, but it is essential. There are tools online to help you do it on your own and the know-how and training at Dungannon Enterprise Centre if you get stuck. 

Website: Concept NI Web Solutions

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