how not to spin your wheels on social media (lesson 1)
→Anyone who handles their company’s social media, or is doing so as an outside resource (e.g., us), has been in a chat or two about ROI. And, like us, they’ve likely advocated that “follows” and “likes” don’t necessarily translate into an actively engaged audience, sales or clients.
For some reason though, many businesses and individuals view those numbers as a true measure of success. While the numbers do play a significant role, it’s the sharing, commenting and related buzz that has greater impact. Additionally, WHO initiates those actions also matters. If you’re in Philly, and Michael Klein shares a post about your restaurant’s chef or hot new dish, trust us, you’re going to benefit from that. Same if you’re a green business; if an influential sustainability print/online pub such as Grid shares a post, gives you a Twitter shout-out, or an editorial mention, that’s success. So if only 10 people/pages read your message, but just 1 was influential, you’ve attained more meaningful success than if 100 people simply “liked” that post. Now if those 200 people went to your website or reached out via email or phone, then we’d feel differently. But just going on your site isn’t what you want. (Think about LinkedIn’s feature that allows you to see who checked out your profile; if 10 people visited your page, but no one sent an invite, that may not feel like a great return on your effort. But on the flip-side, if only 2 people looked at your profile on a given day, and 1 made an inquiry, you’d be pretty happy. There’s a reason “quality over quantity” is ubiquitous.To better get our point across, we’ll refer you to this post on a British business site (see @BusinessZone) we keep landing on, and to this quote:
“It’s far better to get a tenth of your website traffic if this leads to more of your visitors taking the next step in the process to becoming your client.”
We’d love to hear you insights. You know what to do…