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Marketing Insights is a new publication collecting advice and opinion from leading NZ marketing professionals, supplemented by information drawn from elsewhere and interpreted from a Kiwi business perspective.

This is a content marketing project, featuring sponsored contributions covering key topics that will have a continuing impact on NZ marketers, today and tomorrow.

Our content ranges from statistics to creativity, from strategic planning to effective briefing. You’ll note a strong focus on matters digital, an inevitability as online achieves new dominance.

We haven’t abandoned off-line marketing however—our topics also include Trade Shows, Sponsorships and of course timeless marketing principles and practices that are relevant whatever the environment.

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7 Obvious Signs That Your Organisation Needs Social Media Training

Time and again, we’ve seen that Social Media amplifies – sometimes for good, too often for bad or worse. Say something stupid in social media and there’s a better than even chance that the whole world will find out about it, far sooner than you think.

There’s really only one solution (and even that’s not guaranteed): learn what you should and shouldn’t say on Facebook, Twitter, Google Plus, LinkedIn and all those other social networks. Get some training before it’s too late.

So how do you know if you need social media training?

If your organisation exhibits any of these classic errors.

7 Obvious Signs That Your Organisation Needs Social Media Training

Social Media Warning Signs

Get yourself social media training fast if your business makes any of these mistakes:

1. Asking open-ended questions (and then ignoring the responses)

2. Getting into an argument and insulting your customers and followers

It was the customer service disaster heard around the Internet. An Arizona restaurateur, fed up after years of negative online reviews and an embarrassing appearance on a reality television show, posted a social media rant laced with salty language and angry, uppercase letters that quickly went viral, to the delight of people who love a good Internet meltdown.

Amy & The Cakes #fail

 

3. Not replying to questions and comments on your social media platforms.

Too many brands simply ignore what’s being said to them, with entirely predictable results. This graph from SocialBakers shows which industries are the best (and worst) at responding:

social media responses by industry

 

4. All you talk about in social media is yourself

Only 10% of what you talk about in social media should be yourself and your own products or services. The rest of your discussions should be about things that matter to your followers. Don’t be like this Donut shop, constantly posting meaningless pictures of donuts and drinks to an audience that couldn’t care less (3416 followers but less than a dozen likes per image).

donut posts that nobody cares about

 

5. Nobody’s talking about you

As you may have heard, Facebook is dialing back its organic reach. What that means, in a nutshell, is that even if someone likes your Facebook brand page, it’s most unlikely that they will see your posts in their newsfeed. That means, to all intents and purposes, that you’re invisible to your followers — unless (a) you promote your posts to them; or (b) you write posts that are sufficiently interesting and engaging that they get shared by the few that do see them (and thus get out to a wider audience).

The Star Wars page on Facebook, for example, despite 11 million followers, was only averaging around 15,000 weekly talks — until May the Fourth (“be with you”), when interest surged and more than a quarter of a million people found Star Wars worth talking about again on Facebook.

May the Fourth Be With You

 

6. Everybody’s talking about you (but not in a good way)

Justine Sacco, head of public relations for UK media giant IAC, flew towards Africa in December 2013, blissfully unaware of the uproar caused by her final tweet before boarding her 12-hour flight.

Justine Sacco

Even though Ms Sacco had a mere 200 followers, the tweet went viral even while she was flying. Her tweet was universally condemned as racist, resulting in the hashtag #HasJustineLandedYet trending worldwide. Unsurprisingly, Ms Sacco lost her job, her former employer apologised profusely and several AIDS charities received donations from appalled twitterati.

 

7. You post too often (or too seldom)

How often should you post to your social networks? That depends on (a) your networks; and (b) your followers.

If you’re posting to Twitter, for example, and reaching out to a business audience, then posting (variations on the same information) at three-hour intervals during the business day is acceptable — very few will see more than one post, given the transient nature of Twitter.

On the other hand, posting to a consumer audience via Facebook should be less frequent, because posts are likely to linger more there. Take a look at your Facebook page Insights data (via your Page Manager dashboard) and view “When Your Fans Are Online” (under “Posts”).

when your fans are online

Post perhaps twice a day, at times that coincide with most of your fans being online.

fans online

 

Once you realise you need Social Media Training

We would be remiss if we didn’t point you to our range of social media courses: overview here.

  • If you want a comprehensive overview of Social Media Marketing, its principles and its practices, start here
  • If you want a rundown of the latest developments, check out our Advanced Social Media Marketing course here
  • If you want to market your business on Facebook but don’t know how, our Complete Facebook Marketing course is the place to start
  • If you’re already active on Facebook but think you could be doing it better, our Facebook Accelerator course could be the one for you
  • If you operate in the B2B space, we strongly recommend you learn How To Use LinkedIn Effectively
  • If you plan to use social media but won’t be hands-on yourself, you should take a look at our course covering How To Prepare An Effective Social Media Brief

How to use Social Media for Business: What to Track

Companies in New Zealand and around the world are now starting to use social media for business purposes more effectively, tapping into tools such as Facebook and Twitter, to market their services and to communicate more effectively with their customers.

According to a recent study reported by the Los Angeles Times, around 90% of U.S. small businesses are now using social networking platforms. That’s the good news.

Slightly less cheerful news, however, comes from a study by eConsultancy and Adobe, which finds that there’s little deep tracking going on by those who use social media for business.

use social media for business

One In Five Companies Who Use Social Media For Business Do Virtually No Tracking

You’ll recall the old saying “Half of my advertising is wasted. I just don’t know which half.” That situation was almost acceptable in the context of mass marketing, where companies cast their advertising upon the vast watery expanse of print and broadcast media and the only way to figure out what was working was to count the number of sales you made (or, more likely, how often the Chairman was told “saw you on TV” by his golfing buddies) — but when you’re dealing with one-to-one methods such as social media, it’s simply poor business practice not to know what results you’re achieving.

So what should you track?

To answer this question, let’s just focus on Facebook for now. Through Facebook’s built-in Insights tools, you can track:

  • Likes. That, sadly, is where many marketers start and stop their tracking. In our view, that’s a lot like monitoring the number of people who come into your store — but not bothering to track whether or not they buy.
  • Talking About. Knowing this information is a big step up. Social Media, as the name suggests, is all about talking – engaging with your followers, and having them engage with you. Take a look at how many of your fans were actually “talking about” you last week, and calculate that as a percentage of your overall followers. The whole idea, when you use social media for business, is to engage — otherwise, you might as well devote your time and money  to mass media advertising instead, you’ll reach far more people.
  • Reach. Facebook calculates how many people saw your posts, either directly or via your followers. This will be low at first, but don’t worry — one of the first lessons to learn when you set out to use social media for business is that size (of audience) doesn’t matter. Engagement is the key.
  • Sentiment. It’s good to have people talking about you, but if they’re not saying nice things, clearly something’s rotten in the state of Denmark (or Dargaville). Still, it’s better to know when bad things are being said (rather than remain in blissful ignorance) — it may be hurtful, but at least you can do something about it. So how do you measure sentiment (without poring over your own Facebook pages every other moment)? Start with a free Sentiment Analysis tool such as the Chrome plugin offered by Viral Heat, and consider other, more powerful paid options as budget allows.

What else can you track to use social media for business effectively?

As the graph above suggests, Revenue is an obvious measure (and one which will matter most to your CEO and CFO). “Why am I spending so much time on Facebook? Take a look at these sales!”

How can you track revenues and attribute them to your use of social media for business marketing?

  • If you sell online, use a unique web link to send people from Facebook (or whatever social media site you’re using) to your website
  • If you only sell offline, make an offer that’s unique to your social media efforts (eg “free giftwrap when you quote OFFER FB”)

Traffic

Another metric that many of those who use social media for business choose to track: how much traffic was driven from their social media pages to their website. We don’t want to delve into the technical aspects here — suffice it to say that your webmaster (if you have one) will tell you what you need to know about setting up Google Analytics to monitor such efforts.

Social Media Training

If you’d like more detailed advice on how best to use social media for business, we encourage you to check out our social media training courses.We cover a variety of topics, including:

The courses are all online and they provide comprehensive explanations of tracking and the many other aspects that matter when you use social media for business.