Trend 21: Using Social Media Effectively

October 9, 2012

Here’s how to effectively use your social media campaign to connect with your customers and evaluate your business.66 aftermarket trends and facts

Building a large following of fans is nice or fun to brag about, but to really make your social media campaign work, you have to attract fans that have the potential to become customers. For example, if you are a small business with no online presence operating in Miami FL, having fans from Cleveland, OH won’t do you much good.

“Likes” vs social media interaction

Having “likes” and “fans” is helpful, but what you should really strive for is actual interaction with your subscribers. The more engaged people are with your brand, the more likely they are to purchase or recommend your product/service. According to an article by Nate Riggs of socialfresh.com, to generate fan interactions like comments, sharing, tagging, etc., “managers must pay attention to the coloration between what content is distributed, when it is distributed, and how frequently they are updating their page with new content.” A study by bitly cites that the average status on Facebook has a shelf life of around 3-4 hours.

Take advantage of Facebook Insights. As defined by Facebook, “Insights provides Facebook page owners… with metrics around their content. By understanding and analyzing trends within user growth and demographics, consumption of content, and creation of content, Page owners… are better equipped to improve their business with Facebook.” In other words, with Facebook Insights you can see what types of content interests your fans in order to understand how to communicate with them and keep them engaged.

Social media and buying friends

Be wary about comparing your amount of “likes” and other statistics to that of your competitors. Anyone can purchase “likes,” “subscribers,” “fans,” and even “event attends” online. You can generally purchase about 500-1,000 of each for $25-$35. Twitter “followers” and G+ “plus ones” can be purchased as well. The most important thing you can get from your fans are “shares,” “retweets” and “comments.” This is like word-of-mouth for the internet, and it gives you credibility and good fan interaction.

Tune in tomorrow for a list of 5 things you can do to improve your email deliverability.

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