By now, it’s reasonable to assume that business owners should know enough to have a presence on social media. But is simply being present enough? Is it possible to perform better, get more views, and ultimately increase sales by doing something different?
Why, yes. Yes, it is.
The world of social media is a complex organism, constantly changing based on the whims of those who use it. So, while you may be cursing the algorithm that’s not putting you in front of more eyes, you could be tweaking your page or your ads to work it to your advantage. First, you must evaluate your current success, which is done through vanity metrics.
What are Vanity Metrics?
Vanity metrics are what’s being measured in your social media profile reflection, of which there are several levels. Let’s take a look.
Notice – If your brand is noticed on Facebook, Twitter, Instagram, etc., you may get a post like. People even more interested will visit your page and like or follow that as well. Unfortunately, many business owners will see a high number of followers on their page and declare themselves successful, without knowing how much those followers have seen or interacted with their brand. Due to complicated algorithms, not all of your followers will see all of your ads, making the number on your page somewhat irrelevant.
Engagement – Engagement is what is referred to as a “deep metric.” In other words, the follower has rooted him or herself deeper into your post, committing more time to it. As you know, the longer a person is exposed to an ad, the more likely they are to purchase the product. Therefore, increased engagement is a metric more closely related to brand success. Ways your followers can engage with your ad include commenting on a post, sharing the post, and mentioning your brand with hyperlink. All of these elements will help to boost your algorithm, exposing you to even more potential leads.
Reach – Reach is more of a result of engagement. The number of people who are exposed to your post, either organically or inorganically, is the answer in the algorithm you have created. Looking at large numbers in your reach data means you have done something right in engaging your followers.
How Do You Improve Your Scores?
Knowing your brand is key. Once you know your brand, you can identify the people who want it. After that, all you need to do is find them. These tips will help you do that.
The first thing you should look at is whether you’re active enough on the social media platform that will engage most of your target audience. Unfortunately, the more followers your page has, the fewer relative views you’ll get for any given post, unless engagement is high. Focus your energy on the sites where you’ll find more followers. It is a rare teenager who interacts regularly on Facebook, just as you probably won’t find many Gen Xers on Snapchat. If your followers don’t have someone to share your post with, why would they bother with it?
Let’s admit it. Some people need to be told what to do. There are plenty of sheep out there who are more than happy to “share this post” when told to. For those who think a little harder, you may need to get a little more creative. Perhaps a giveaway is in order to entice them to share a post.
Target Your Ads
Reach who actually wants to be reached. Most platforms now ask you who should see your ad. The more specific you can get, the better chance you have of finding your customers.
There’s no point in having a social media presence if the people you’re reaching aren’t the people you’re looking for. Analyze your audience with the right metrics and reach your people.