FamilySearch, spoke about this concept at Inbound Marketing SLC last week. She explained that if you can’t tie your social media metrics to your business initiatives, there’s really no point to reporting them. She advised those who were in attendance to use data to understand expectations and to evaluate what content is successful to your business strategy. Chasing vanity metrics, such as Twitter followers or Facebook comments, can be a waste of time and resources. It can also lead you to a false sense of confidence that you’re getting the job done if you’re able to grow these numbers. Keep in mind that numbers can lie, and they might not tell you the whole story about customer engagement. Look for numbers that have helped to drive your business or service successfully. Sharing meaningful content will produce more than a like and create a loyal following you can rely on. What are you posting that directly correlates with your business plans? Look for ways to improve your social media calls to action by knowing what you want them to do, what’s in it for them, their motivation and keep the process and layout consistent from start to finish. Jesse Stay, our Senior Advisor over Social Strategy, provided some more insights into how you can build your following without succumbing to an ill-advised chase for vanity metrics. He explained how you can do research to create heavily targeted Facebook ads that will attract the right type of visitors for your brand. Both Jesse and Alison have made their slides available. You can view them here:
Alison Herzog: Stop the Vanity Metric Madness
Jesse Stay: Creating, Converting, and Killing it With Mad Facebook Ads
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TJ has worked in the digital marketing space since 2006. He has worked at a number of agencies and and helped hundreds of clients grow their business through SEO, PPC, Social Media and Content Marketing. He currently lives in Lehi , UT and enjoys spending time with his family.
TJ Welsh
TJ has worked in the digital marketing space since 2006. He has worked at a number of agencies and and helped hundreds of clients grow their business through SEO, PPC, Social Media and Content Marketing. He currently lives in Lehi , UT and enjoys spending time with his family.
