Do You Need to Grow Your. Social Media Audience?
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- Peregrine Lawrence
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1 Do You Need to Grow Your Social Media Audience?
2 Do You Need to Grow Your Social Media Audience? Audience growth has become a controversial topic in the social media space. While many marketers are still focused on gaining more followers and more fans, many are asking themselves if that s the best use of their time, and if it s helping them reach their brand goals. Over 90% of the top brands in the world are active on three or more social networks. As the number of brands active on each of the major social networks continues to grow, the amount of content being published has multiplied exponentially so the odds of your fan base seeing your content aren t as high as it used to be. In addition, with the impact that more strategic campaigns and paid media can have on a marketer s social programs, many marketers wonder if growing their sheer number of fans really matters. On the flip side, a Page Like or Twitter follow is a meaningful interaction with your brand, and can be both a signal that your tactics are working and provide an opportunity to engage further. Before adding audience growth as a main goal for your social media programs, it s important to ask yourself some questions. Not all audiences are created equal, and it s important to look at growth in the context of how it helps your business. In this guide, we ll walk through the questions to ask yourself and, if you decide audience growth is an important goal for you, some helpful tips for gaining fans and followers on each network. Do You Need to Grow Your Social Audience? 2
3 QUESTIONS ABOUT GROWTH The importance of audience growth depends on what stage of the game you re in, and what game you re playing. A good place to start is with your current audience. If your audience and brand are already established on social media and in your competitive space, you may want to focus on other goals, like what you re doing with the audience you already have. It s also important to ask yourself if you have the right audience. Do You Need to Grow Your Social Audience? 3
4 QUESTIONS ABOUT GROWTH Is Your Brand Already Established on Social? If you re a brand with a large number of followers and fans, it s important to recognize whether or not they re relevant to your business goals. It s possible their interests are misaligned with your product or service. Answering the following questions can provide clarity on your audience growth strategy. Why are you using social media? Does a larger audience get you closer to that goal? Does the audience you re targeting map back to your target customer, or are you spinning your tires? If you already have a huge audience, continued growth may not be a good primary focus. Instead, focus on the activities that will impact more relevant business goals. Is Your Brand New to Social? As a growing company with a small social audience, a review of your goals around audience size is important, too. If brand awareness is your primary social goal as you grow, ask yourself why. It could be that your market is very competitive, in which case you ll want to focus on competitive audience metrics and growing within your segment. Answering the following questions can provide clarity about where you stand. Are you a new company in a competitive market? Are you the dominant player and looking to stay there? Are you redefining the needs or ways a specific market understands its problems? If you re new to a market, you can identify your competitors fans and followers that are highly engaged, and target those (and similar) users. If you re establishing a new market, you ll need to identify your ideal personas and target those groups for growth. Once you ve decided which audience segments you care about, and determined that audience growth is actually a need for your business, you can dive into the tactical business of getting it done. Do You Need to Grow Your Social Audience? 4
5 TIPS FOR GROWING YOUR AUDIENCE ON ANY CHANNEL We ve outlined 12 tips that will help you gain the attention of new users, as well as engage and retain that audience to get the most out of your social marketing strategy. 1. Use Search Optimization Strategies in Your Social Profiles How your social profiles show up in Google search returns is important because it s often the first point of contact for a potential audience. Make sure your meta data is as complete and as well-branded as your corporate website. Ensure that each channel is optimized for search with a good linking strategy. For example, consider optimizing your Facebook or Twitter profile information with relevant product or industry-specific keywords that earn visibility in search results. Because accounts and content from social networks like Twitter are viewable in search results, it s important also to include links to each of your social profiles on your website, and a link to your website in the about section of each of your social profiles. Do You Need to Grow Your Social Audience? 5
6 TIPS FOR GROWING YOUR AUDIENCE ON ANY CHANNEL 2. Think in Terms of Cross-Channel Community Building Though each social channel generally has a different demographic mix, there s usually overlap between your followers on different networks. Successful marketers leverage this knowledge when working on an audiencebuilding campaign. Your goal should be to make finding, following, and interacting with your various profiles as easy as possible. That way, if someone follows your brand on Twitter, you can increase the odds that the user will become a fan on Facebook, as well. 3. Create Exclusive Content around the Channel You Want to Promote Use certain channels to push out exclusive content that demonstrates your prowess as an industry thought leader. Then, make your target audience follow you on that channel to see more. This works especially well for images and infographics. Tease users with one compelling photo on Twitter, but then invite them to follow your Pinterest page to see the full gallery. This strategy encourages users to keep coming back to hear from you. 4. Remember that Engagement Equals Evangelism Regularly and generously engage with your followers. Share, repost, and retweet your followers relevant content, especially if they mention you in their posts. Ask their opinion and keep your conversations open-ended. By positively reinforcing their actions, you encourage even more interaction with your brand s handle. All this chatter has the potential to amplify your brand s message. 5. Promote Your Social Channels EVERYWHERE Make sure you include your social profiles in videos, on your website, on business cards, in presentations, and on any other content you share on the Internet. 6. Leverage Your Brand Name Make sure your profile is aligned with your brand, that you own all the social profile pages or handles that represent your brand, and that your profile links back to your website. 7. Make Social Media Engagement a Company-Wide Initiative Encourage your colleagues to include your company s social profile information in signature blocks, on business cards, in presentations, and any other branded materials where it s appropriate. Do You Need to Grow Your Social Audience? 6
7 TIPS FOR GROWING YOUR AUDIENCE ON ANY CHANNEL 8. Analyze Your Efforts Do you know your sweet spot for your social media posts? What about the number of daily Tweets that will keep your audience engaged without feeling spammed? Testing what works for your audience and analyzing the results helps you know what you need to do and when. Other topics to research include the types of Facebook posts your audience engages with most, how your promoted content trends in relation to your organic content, and your use acquisition and retention rates. Analyzing these metrics (and more) will help you understand where you need to focus your efforts to build an on-target social media following. This table from the Simply Measured Cross Channel Social Performance Report highlights the best time and day to post on each channel. 9. Engage Other Brands Whether they re brands that are smaller or larger than yours, engaging other brands can help you capture their followers. How does this happen? Think of the Twitter timeline. When you tweet something to a brand s Twitter handle, often that brand favorites, replies to, or retweets your Tweet. Through Retweets, your brand gains visibility as the Retweet author shows their support for you to their own audience. And when an author replies to your Tweet, any user can expand that Tweet in the web version of the timeline to see who replied. Do You Need to Grow Your Social Audience? 7
8 TIPS FOR GROWING YOUR AUDIENCE ON ANY CHANNEL 10. Reward Your Highly Engaged Users If you ve noticed a particular user evangelizing your brand, don t hesitate to drop them a note of thanks via a private message or public post. If you can swing it, consider offering them a gift (such as a promo code, t-shirt, or some other branded gift) to thank them for their time and effort. Done right, this can inspire repeat behavior as well as a feeling of goodwill toward your company. 11. Analyze Your Successes and Weaknesses Running regular reports and analyzing your audience size changes as you go will help you track your progress, tweak the parameters of paid campaigns, and show you how much of your potential audience you re impacting. This sort of analysis can also help you measure ROI and justify the costs of paid media to gain followers. 12. Put Your Money Where Your Audience Is This table from the Simply Measured Facebook Insight with Ads Report breaks down follower growth by paid and organic actions. Each of the major social networks is ramping up paid options for marketers to choose from. With the proliferation of social media users comes a lot more content, and social networks are trying to determine how to streamline those feeds to provide the best experience for users. Monetized campaigns can go a long way in helping you get noticed above all the social chatter, and grab a user s attention so they re interested in following you. Do You Need to Grow Your Social Audience? 8
9 Conclusion As you make plans to expand your audience, be sure you have asked yourself why that s important. If you determine that this is the best way to impact your digital marketing goals, focus on the activities that grow the right audience, in the right way. If you re a brand with a large number of followers and fans, it s important to recognize whether or not they re relevant to your business goals, or if their interests are misaligned with your product. As a growing company with a small social audience, this recognition of your business goals can be just as important. If brand awareness is your primary social goal as you grow, ask yourself why, and tailor your growth plan with that in mind. More than anything, it s important to understand that you aren t just looking for a greater number of page fans. Your audience is more than just a number. It s an opportunity. Make sure you make the most of it. Do You Need to Grow Your Social Audience? 9
10 ABOUT SIMPLY MEASURED Simply Measured is the most complete social analytics solution, empowering marketers with unmatched access to their social data to more clearly define their social strategy and to optimize their tactics for maximum impact. Our goal is to put the tools to understand business data in the hands of business users. We think reporting should be simple, attractive, and accessible for everyone not just data scientists. Our software streamlines the process from data to deliverables and eliminates the countless hours spent on everyday reporting tasks. We do this by putting cloud data sources at your fingertips, providing a marketplace of best practice reports, and allowing you to generate beautiful solutions on the web, in Excel, and in PowerPoint with a couple of clicks. Want to try Simply Measured? Request a Free Trial Today Copyright Simply Measured, Inc. All Rights Reserved. The State of Social Marketing
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