Simple Guidelines to Boost Your Social ROI

You can effectively connect with potential customers via social media, but only when you make use of it in the correct way. A survey conducted by a business community resulted in the finding that though more companies engaged in the use of social media in the year 2012 as compared to the preceding year, only about 40 percent got an actual return on investment.

Here are some simple steps that can help you get maximum benefits from the money and time you spend. These easy-to-apply approaches can help in increasing both efficiency and engagement:

Organize your social profiles

The Lightspan Digital (Chicago) President, Mana Ionescu, is of the opinion that small businesses often waste considerable time arriving at a perfect post or tweet. To save this time, her agency came up with Daily Social Media Workout, a tool which included some specific tasks, like re-posting a couple of good tweets and sharing pictures, so action plans can be formulated and best practices learned alongside.

Gateway for Cancer Research, an institution placed in Schaumburg, Illinois, managed to increase their fans on Facebook by over 160 percent in 8 months using the tool and working regularly on social media. It also saw a four-fold increase in the number of followers on Twitter. Marketing specialist at Gateway for Cancer Research, Ashlee Landis, said the tool encouraged working smarter in place of harder. She used the list every day to find content efficiently and post details that were likely to engage followers and fans resulting in a saving of 3-4 hours weekly.

Coyote Logistics got similar results by making use of the tool for topic and organization coverage. Within a period of 18 months, the company without a previous social presence had 2,300 followers on Twitter and over 2,400 fans on Facebook.

Use tools for time saving and efficiency

Social media manager of Fusion92, Arlington Heights, Illinois, John DeLuca, feels the use of free scheduling tools can help businesses set up tweets, pins and posts in advance to make sure accounts don’t get neglected when days are busy. Tools like Hoot Suite enable users to see multiple network streams simultaneously so they can track posts from various platforms easily. DeLuca also suggests using Feedly and Netvibes as RSS readers for quickly organizing content for online sharing.

Strategically offer a freebie

Rather than spending large amounts on direct mail pieces which normally have a low rate of conversion, Joe Chura, advised a client Fisher Auto at Boulder, Colorado to offer oil changes for subscribing to the company’s email and posting Facebook "Likes". Chura, CEO at Launch Digital Marketing feels that both exposure and revenue can be increased by investing money in online giveaways.

 

There was a 30 boost in Facebook likes, which resulted in $2,700 worth of free oil changes, but there were $6,000 of additional sales during the visits. The promotion campaign was ready in a few hours as compared to the several weeks required to put together direct mail pieces. Chura is of the opinion that people need to offer their most popular services or products as freebies since this would probably create maximum interest in the brand and promotion.

3 Social Media Blunders to Avoid

If you use the right strategies, social media has the power to drive tons of visitors to your website. But very often, webmasters and online marketers commit some grave mistakes that send their followers packing. For example, littering your Twitter feed and Pinterest boards with shamelessly self-promotional and sometimes even insensitive posts won't help your site or your brand. Overtly self-promotional strategies will only ruin your reputation and scare your followers off. Would you be interested in following a feed that is only about promotions?

 

Let's take a look at some social media mistakes that overly enthusiastic webmasters often commi:

1. You only talk about your own services and products

Of course, you are here to promote your stuff. That is the only reason you spend hours on Twitter and Facebook. There is absolutely nothing wrong with promoting your stuff. But every now and then you must also write about other people's products and services. The best part is that if you promote other people's stuff, they will also promote yours. On the other hand, if all of your status updates, pins, and tweets revolve around you or your brand, you will soon alienate your fan following.

 

Social media experts suggest that you follow the 80 - 20 rule to improve engagement with your potential customers over social media. What this means is that 80 percent of the stuff you post or share should address the problems of your customers. You can also share stuff they may find interesting. You can devote the remaining 20 percent to talk about your brand. By consciously 'downplaying' your brand, you build trust and improve engagement.

2. You don't share your follower's content

You are damn certain that your content is worth sharing, but if none of your followers click on those share buttons, it is time to review your social media strategies. Social media is all about building relationships. In the real world, you can't expect people to help you if you don't help them, right? In the virtual world too, don't expect your followers to share your content if you don't share theirs. Therefore, express a sincere interest in what your followers share. Retweet, share, or pin their content that your target audience may care about. By doing this, you foster a sense of community and engagement within your social circles. You may also exchange friendly messages with your followers. This helps build relationships.

When you share other people's content, they will also share yours. This will increase your brand exposure.

3. You post insensitive comments about sensitive topics.

This is a grave mistake. It is worse than the other two. By posting insensitive comments about sensitive topics, you not only alienate your followers, but also encourage people to trash talk your brand over the social media. As far as possible, avoid posts that are political or religious in nature. If you must, you could perhaps post them on your personal Facebook or Twitter profiles. You must also refrain from posting offensive or obscene content.