4 Ways to Evaluate Your Use of Social Media

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Sometimes, it can be very difficult to determine where your business is going on social media. Especially small businesses that may not have a dedicated social media manager. Evaluating the state of your social media accounts is much more simple than it sounds! It can also be incredibly beneficial & allow you to develop a well thought trough strategy. By going through these five steps you will gain a better understanding of your online presence and be able to work on making the right improvements.

What social channels Are You Using? Are they the right ones?

There is no one size fits all approach to social media. Although the three main business channels tend to be Facebook, Twitter and LinkedIn, that doesn’t mean that your business will have a place on all three. There are a number of other networks that could be beneficial to you, depending on your audience and selling point. For brands that use a lot of visuals (e.g. travel, photography, home & living) networks such as Pinterest, Instagram & Tumblr may be worth investing in. However, if you do choose to expand your social presence, make sure that you can maintain them all! Remember it’s all about quality not quantity. It’s better to manage three networks well, than six averagely.

Checklist: Ask yourself, how many social channels are you currently on? Have you been active? Are you getting any engagement from your online community? Should you begin to further invest, or reduce time spent, on these networks?

Are you focusing on scheduling and engagement?

There are so many factors that can affect the level of engagement you receive.

One of these is scheduling. If you’re not posting at the right frequency or time then all of your amazing content will go totally unseen. There are plenty of theories as to what is the best time & frequency, but ultimately some of this will be trial and error.

If you’re looking for some inspiration, here’s a great post by Quick Sprout explaining the best time and day to post per network.

The second factor is quality. If you want to develop a strong social presence, then you want to be known for sharing great content. For this, take the following into consideration:

  • Start by taking a look at your headlines. Are they good enough to draw people in?
  • Are you using hashtags that are relevant to your industry? Try using a tool like Tagboard or Rite tag to establish whether you’re using the hashtags that can resonate with your audience.
  • Are you using a variety of mediums? Remember that you don’t just have to stick to text. With all the the developments on social media, Twitter especially, sharing images, GIFs and videos is an absolute must.
  • Have you included any CTAs? If you want people to engage with your post, sometimes you have to give them a cue.

Checklist: Monitor how often you’re posting on every network. Use a program like Klear, see what your top 10 posts are. Figure out what you’re getting right and try to recreate that formula.

Are Your Posts Grammatically Correct?

Spelling mistakes and poor grammar doesn’t scream professionalism. Small errors are forgivable, but if you make them consistently your audience may not take you seriously. Remember, presentation is everything. From the spelling and grammar to choice of content, you’re giving people an opportunity to judge your business. Make sure that you leave the right impression.

Don’t rush posts. Take your time and ensure that everything you produce is precise and of good quality.

Checklist: Grammar isn’t everyone’s strong point! Errors can slip past even if you do have another person as an extra pair of eyes. Why not invest in a tool like Grammarly to help you along the way?

How Are You Tracking ROI?

This can be the trickiest part of social media management. More often than not, people invest more time and energy into social media than they gain in return. Leaving you with a frustrated team and deflated budget.

The first step is to set goals. Make them clear and easy to identify (e.g. online purchases, newsletter sign-ups or downloads). Use URL trackers like Bitly so that you can see how many people from your social channels are making their way to the pages you’re monitoring.

You need to establish how much social media is contributing to your overall marketing efforts. Make sure you don’t spend blindly, first understand what it is you’re trying to accomplish.

Checklist: How many social media tools have you invested in? Are they helping you to achieve your goals? Are you utilizing them correctly? Before you spend any more money, establish your output & return from social media.

Social media can help your business to grow. It takes time, planning and considerable effort but it is possible! All of the steps that you’re making (big and small) will eventually pay off. Just remember to monitor your plan and try to stay on track.

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