If you’re a small business, chances are you’re still trying to figure out how to translate your social media activities into sales. If you already have, you might be wondering what result, if any, it has had on your company. Investing your time into building and managing a social media presence for your business is a smart idea. It’s an active way to connect with your audience online. But, how can you tell if your Facebook and Twitter pages are benefiting your business?
Hopping on the social media train is no overnight success. Your pages must be frequently updated and contain information that will be of value to your target audience. Whether your posts contain useful tips or discounts, users should want to read your updates. Interested users will not only begin to “like” or “follow” you, but they’ll share and retweet what you have to say.
What do you want to get out of running your social media pages? If you’re interested in increasing customer loyalty and brand awareness, include appealing and relevant information in your posts that aren’t necessarily directly promoting your company. Don’t be afraid to hashtag words or phrases on Twitter and Google+. This increases exposure and helps people find what they want. If you are more focused on getting leads, link back to your website more often. However, make sure that not everything you post sounds like a sales pitch.
What kinds of posts are your followers liking, retweeting and sharing the most? If engagement is higher when you post pictures of your products, do so more often. Be sure to note whatever pattern there is and take advantage of it. User engagement is a good way to monitor the effectiveness of your social media efforts. Give your followers a reason to interact with you online.
There are tools available for you online that can track metrics pertaining to your social media pages. Facebook provides insights for you to track engagement and reach. Compare metrics over time to see where there is room for improvement and make changes accordingly. Constantly be aware of how effectively, or non-effectively, you are managing your pages.
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