In the past decade, social media has revolutionized the way in which we access and consume information. One survey found that six in 10 Americans get news from social media network.
But social media has also become a powerful marketing asset for small businesses. If you're a small business owner who's looking to capitalize on this trend, consider the following tips.
The One-in-Seven Rule
You can't expect to attract followers on social media without relevant and engaging content. The right content attracts followers, increases brand exposure and presents your business as a thought leader.
With that said, you need to choose your social media content carefully to ensure it helps your digital marketing efforts. If you only publish promotional content advertising your business's products or services, users may stop following you. Therefore, you should follow the one-in-seven rule, meaning for every seven pieces of non-promotional content you post on social media, you should publish a single piece of promotional content.
Track the Results
It's estimated that 40 percent of businesses don't track key performance indicators (KPIs) of their social media marketing campaigns. Without tracking, however, you won't know which tactics are effective at which ones aren't.
Here are some commonly used KPIs for social media marketing:
- Facebook likes
- Facebook comments
- Facebook shares
- Twitter retweets
- Twitter favorites
- Twitter comments
- Twitter followers
- Pinterest Pins
However, you can also use network-specific analytics tools to delve deeper into your social media campaigns. Facebook Page Insights, for instance, reveals measurable KPIs for each piece of content you post. Using this information, you can see easily see what content receives the most engagement; thus, focusing your future content efforts around similar content.
Broaden Your Horizons
Finally, don't limit your social media marketing efforts strictly to Facebook. While Facebook boasts the largest user base with more than 2 billion users per month, you should broaden your horizons by experimenting with multiple networks.
The micro-posting network Twitter, for instance, is particularly popular among young adults. A study conducted by Pew Research found that 36 percent of U.S. adults between the ages of 18 and 29 use Twitter, making it the preferred network among young adults. LinkedIn, on the other hand, is popular among high-earnings. The same Pew Research study suggests that 45 percent of U.S. adults with an income of at least $75,000 use LinkedIn.
These are just a few tips to boost your business's presence on social media.