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Social Media Guide

What is Social Media Marketing?

Social media marketing is the action of creating content to promote your business and products on various social media platforms such as Facebook, Instagram, and Twitter. Your unique content should be tailored to the specific platform it’s being shared on to help you boost conversions and increase brand awareness.

Social media guidelines for businesses
Social Media Guidelines for Small Business

Benefits of Social Media Marketing

There are a variety of reasons why your company should use social media marketing, but we’ve created a list of four of the most beneficial reasons to consider.

Let’s dive in.

A) Increase Brand Awareness

In fact, social media has been proven to boost brand awareness by driving up engagement. Social engagement includes things like comments, likes and shares. Social media conjointly helps you increase awareness by providing traffic straight to your website You can do this by including direct links to your website in your profile, bio, and posts.

B) Generate Leads and Boost Conversions

Promoting and sharing your products on social media is a simple way to improve lead generation, boost conversions, and increase sales because you’re advertising to people who have opted engaging with you by following your account.

Here are some examples of ways you can use social media to generate more leads:

  • Create contests – for your visitors and followers to participate in on your social media profiles.
  • Include links to your website and offers – in the bio sections of your profiles.
  • Host live videos – to make announcements about products and provide updates or details about exciting news at your company.

C) Foster Relationships With Customers

By connecting and engaging with your social media followers, you’ll be able to build lasting relationships between them and your business. You can do this by interacting with them on your posts, responding to their questions and comments, and providing them with any help they may need. You can also ask your followers questions about your products, their pain points.

D) Learn From Competitors

Social media is a great way to keep tabs on your competitors — whether that’s in reference to their social media tactics, the products they’re promoting, the campaigns they’re implementing, or their level of interaction with followers.

We don’t have a choice on whether we do social media, the question is how well we do it.”

Erik Qualman

Social Media Metrics

Social media metrics are data related to the success of your posts and your impact on your audience and customers on various platforms. These metrics may include data about your level of engagement, likes, follows, shares, and all other interactions on each platform.

Here are 10 of the most important metrics for you to track:

  • Engagement: This includes clicks, comments, likes, and replies on your social media posts. The number of people who have seen any content associated with your page or profile is your reach.
  • Followers: This is the amount of people you have on your profile who have clicked your “Follow” button and see your content in their feeds regularly.
  • Impressions: This is the number of times a post from your profile or page is seen, whether or not your audience members click on it. This is often what happens when someone is scrolling through their newsfeed, but not clicking on anything.
  • Profile Visits: The number of people who have opened your social media page is your number of profile visits.
  • Mentions: This is the number of times your profile has been mentioned by audience members in their posts.
  • Tags: This is when your audience adds the name of your company’s profile or your hashtag to another post.
  • Reposts: This is when a member of your audience posts a piece of your content on their profile.

You can influence all of these metrics, increase your social following, and improve overall engagement on your profile by using the same tactics you would to generate leads and boost conversions. You can also interact with your followers more frequently by talking to them, tagging them in content, responding to their questions, liking their posts, encouraging them to use your hashtags.

How to Measure Social Media Metrics

You can review social media metrics in a variety of ways, For example, you can use the analytics tools built into the various platforms you use. Here are a few examples:

  • Twitter Analytics
  • Facebook Analytics
  • Instagram Insights

You might also choose to use an analytics and tracking tool such as Google Analytics. Lastly, many social media scheduling solutions — as we reviewed earlier — have monitoring and tracking features automatically built in. All of these metrics tracking tools will give you a better understanding of what your followers and audience respond well to and what you should consider modifying to improve engagement.