Remember back in the 70's or 80's or 90's when the best pickup line was “What's your Sign?” or What's your number?”. Well that's made a comeback in 2012… especially if you run your own business and market it over the internet! So I ask you… “What are your looking for?”, 1) a long term relationship, or 2) a one night stand? My guess is you chose #1! Then why would you treat your #1's like #2?
The difference is it takes time and commitment to grow and build a relationship… It takes a smooth talker to create a one night stand!
In the internet marketing world… “What's Your Sign?” is Facebook, LinkedIn, Twitter, Pintrest, YouTube, etc.! “What's Your Number?” is “How Many Followers You Got?”! If you base your business (and self worth) on the numbers of followers you have, then you are doing it all wrong (sorry to some of you). I have some customers with 1000's of followers and others who have 10's! Sometimes, the one's with 10's are more successful with Social Media than ones with 1000's (bought you from India and China). If you have an international product, that might be cool… if you are selling a service to a local audience, not so much!
What matters the most is measurement!
You have multiple opportunities to see how your Social Media is creating sales! Sticking with Facebook, you have insights that gives you detailed information about what you post and how people interact with them. What you see above is fairly typical… out of 555 fans, 222 actually see the post. If fans feel your are talking to them and giving useful information.. you get 5-6% to interact with it or share it. If you are selling yourself, you will get less interaction. User interactions of 1-2% is a valid number (eMail clicks, AdWord clicks, Post Card redemption) throughout all marketing. It sounds small but in reality it's average. IF you are getting 4-5% (or more) interaction, then you are creating a buzz!
Other numbers that should matter to you, is your website Analytics (I use Google). You can measure how your Social Media is driving traffic to your website, where they go and what they do! Managing over 50 analytics account, I have a good handle on what average is! Above, you can see that LinkedIn may drive more traffic to my website, but I get more engaged users (more time and visits more pages) from Facebook!
Now… I can't give you the “Magic Numbers” for your business. Every business, website, Social Media, campaign has different metrics and measurements. What I can tell you, is that if you are not measuring your data, you are missing valuable information. Sadly, too many people who do collect data, don't check it as often as they should. Even worse, they really don't understand what these numbers mean relative to their business.
Now the good news… You can use Social Media to drive more traffic to your website… but it comes with some “IF”‘s! “IF” your audience is authentically interested in what you have to say! “IF” you are treating them like people and not just another advertising medium! “IF” you value their relationship enough to actually communicate back with them if they communicate with you!
PEOPLE… Social Networking is NOT ADVERTISING.
If you treat people like a number, your are more than likely doomed to fail. People have much better things to do than constantly read your ads. Facebook is for FUN (that's why it's the most popular social network for consumers). Get to know your audience and treat them like friends… not prospects!
Here is some basic advice to raising your numbers (and engagement) of people who care about you and your brand…
- Don't ROBO-POST – Remember the Eagles song “New Kid In Town”? Nothing says you could care less about people than posting stuff that is not personalized and directed to a specific audience! People can smell shotgun marketing a mile away! If you are not sending specific messages to a target audience then you are just more noise! Take the time to personalize and more importantly… RESPOND with personal interactions with those who interact with you! Pulling out the bullhorn and constantly thanking new followers, may make them feel good, but makes others who follow you less interested in interacting with you in the future!
- Be You – You have a personality… use it! You have a brain… create original thoughts! You are different… tell people how and why! There are 1000's (sometimes 10's of 1000's) of people who do what you do! Nicole Tudisco of Wheatland Realty calls herself “The Cure for the Common Realtor“. In network meetings, emails, blog posts and in person, and she is clear that she does things differently and is not shy to tell you how and why!
- Be There – Nothing replaces Face-to-Face Networking. Make an effort to get to know other people and connect with them. That is the cornerstone of getting people to pay attention to you! God gave us 2 ears and 1 mouth to listen twice as much as we speak (and stereo is nice). Nothing screams SPAM, SCAM, and WHAM (not the 80's band who had great hair… but a closing door sound) as marketing to people who don't know, like and trust you! Spend time getting to know them first and CREATE A RELATIONSHIP!