So as part of my work, I am constantly flittering around between the four systems above. It can get a bit schizo at times. And it can feel like I'm not accomplishing much. And then along comes a customer testimonial, that hits the sweet spot and you get 500 referrals in a week, with a bounce rate in the low 40's and maybe even a conversion or two. And that's what you can show the CEO when he starts firing off questions about his Google Analytics dashboard that shows that social media is not really moving his needle of success.
It's not always easy to put the ROI in a direct line correlation to the LIKES on facebook or the followers on Twitter, but with some proper analytics the story of social media's success will become easier to justify. The CEO may not understand how "activity" equals revenue. It is our job as social media strategists to prove that value and in doing that, sustain the support for the social media outreach program. The sales pitches need to stay internal to the corporate executives and not become the pseudo-social "voice" of your company.
So here's the quick takeaway: When you are looking for blog posts and titles that will do well in Google, check out how popular and thus competitive hot phrases will be. And then try and OWN a unique phrase. And not by spamming the term and overloading pages and posts with the term, but by creating valuable content, that people will share and tweet about. And if it works, keep writing about that topic, keep using that phrase.
Social Business ROI (2-slides courtesy of Kip Bodnar of Hubspot) How to use social media to build business leads and generate ROI.
It is clear that being effective in social media means maintaining that creative curiosity and desire to learn and try new things. So spending time everyday reading, researching, writing, and pushing your own knowledge envelope is of critical importance. You also have be clear about your core strengths and not get too distracted by all the tools and trends clamoring for your social attention.
So get out there are network your stuff. And here's one last tid bit. Yesterday a single Tweet from a Twitter authority drove over 500 views to my site in less than an hour. That's traffic I can't pay for. But I can say thank you as many ways as possible. And you can bet I'm paying attention to that Twitter account. It was @tweetsmarter, and I'd suggest you get over there and check out what they've built. (My own social way of saying thank you.)
It is critical to develop a process for filtering through all of the possible news about your topic of interest. By submerging yourself in the datastream (sometimes called the firehose, since the stream is huge and never ceasing) you will learn and become more knowledgable about your topic. And that's really the key to social media: listening, learning, and responding with ever-more educated responses.