3 Social Media Metrics Your Business Should Track

social media how toHow do you measure and manage your social media marketing?

Most marketers and website owners are familiar with the classic Peter Drucker phrase, “What gets measured, gets managed.”

So, how do you know what to measure to get the most out of your social media marketing for your business?

Here’s what you need to measure to know how well your social campaigns are performing.

Metric #1: Share of Voice

You may already be tracking the brand mentions on social media websites, as well as whether those mentions are positive, negative or neutral. And this gives you some useful feedback about your social outreach efforts.

But how would you to know how your company is doing compared to the available market?

You can take things to the next level when you measure the share of voice (SOV).

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How to Split Test Your Twitter Marketing

social media how toWould you like to improve your Twitter marketing?

Are you testing to see what gives you the best results?

Traditionally, split testing is a practice that’s applied to individual pages on your website to compare page variations and ultimately determine conclusively which version results in the highest overall conversion rate.

However, implementing split tests on your website alone is short-sighted! In fact, you can harness the power of split testing to generate valuable information about your target audience and their overall engagement with your brand on social media websites.

To see how to do this, let’s go step by step through how to carry out a split test on Twitter.

Step #1 – Create Your Split Test Tweet

The first step in the split testing process is to craft the text of the tweeted message you’ll use.

As an example, suppose you want to determine when your Twitter followers are most active. While services like Tweriod will estimate popular times, narrowing down these ranges and confirming their effectiveness using split testing will help you determine when future tweets should be published to reach the biggest, most engaged audience.

single call to action

Sample split test tweet features a single call to action prompting followers to click through to a company blog.

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How to Effectively Rebrand Your Social Media Profiles

social media how toHas your business changed since you first created your social media profiles?

Are you considering a rebrand of your company’s existing social identity?

With the right preparation, it’s possible to manage your social media rebranding efforts without losing a significant number of subscribers along the way.

Should You Rebrand Your Social Profiles?

Before we review the process of rebranding your social media profiles, consider whether a rebranding is truly right for your company.

According to Luke Brassinga of Likeable Brands, “True rebranding involves updating a company’s goals, message and culture.”

branding

Your social networking profile branding plays a major role in your company's online image. Image source: iStockPhoto.

If you’re only conducting a rebrand because you like the sound of a new name better, your end results may not be worth the extra effort and potential for losses involved in the rebranding process.

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3 Ways to Use Social Media to Improve Your Search Rankings

social media how toAre you happy with the traffic coming to your blog or website?

Have you kept up with the changes in search engine optimization (SEO)?

This is essential for most businesses today.

Keep reading to learn how Google changes are making social media more important and what you can do about it.

Recent Google Changes Put Spotlight on Social Media

On April 24, 2012, webmasters around the world were dinged by the Google “Penguin” update—one of the latest in a series of algorithm modifications designed to weed out low-value results from the natural search engine results page (SERPs).

google penguin

Google's Penguin algorithm update was a recent search engine change designed to eliminate spam from the natural search results.

Whether or not your website’s traffic flow was affected by this update, it’s important to understand what this change entails, why it came about and how you can compensate for it using social media marketing—as Google’s heightened focus on web spam is likely to result in similar updates in the future.

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5 Ways Online Businesses Are Succeeding With Social Media

social media how toMarketing your online business through social media websites can be a great way to encourage engagement with your brand in a low-pressure setting.

However, getting started with this new type of media can be intimidating for some business owners.

Take a look at the following five examples of ecommerce websites that are succeeding with social media for ideas on how to use social media effectively.

#1: Use Facebook Apps Strategically to Guide Users

As social media expert Amy Porterfield mentioned in her recent “How to Use Facebook Apps to Improve Fan Engagement,” article on Social Media Examiner:

Since page admins can no longer designate a default landing tab (also referred to as the “default welcome tab”), businesses need to get more creative and use custom apps to direct Facebook page visitors to take action.

One example of an ecommerce website that’s taking this principle to the next level is ShoeDazzle, the discount footwear retailer, with its custom Style Profile app.

Once Facebook visitors grant access to the app, they’re able to complete the quiz to find their ideal style matches and are then redirected to specific purchase pages on the ShoeDazzle website, encouraging purchase decisions and eliminating the “tire kicking” that can occur with social media visitors.

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