Part One of our How to Conduct a Social Media Audit covered the topics of setting up a website, blog, and getting started with email marketing. Now that we’ve established our marketing home base, we’ll move on to the actual social media platforms themselves, starting with Twitter.
Winning with Twitter
As you conduct your social media audit, take a look at your Twitter setup and check the following things:
- Is your background branded consistently with your website theme (colors, logo, etc.)?
- Is your bio worded the same as your bios on other social media platforms?
- Are you tweeting a mixture of relevant content? In other words, some links to your blog posts, some retweets, some links to other content of interest to your audience?
- Are you engaging your audience? Tips:
- Use Twitter’s search function to find conversations relevant to your market and join in the conversation by providing useful information.
- Respond to all @replies and thank those who have retweeted your content.
- Offer perks available only to your followers.
- Use relevant hashtags or even create a hashtag for your brand. For instance, I have begun using the hashtag #OBW, for OnBloggingWell.
- Are you building your list of followers?
- Follow back all those who directly engage with you by retweeting your content, etc.
- Use the search tool to find people in your market and follow them.
- It’s not recommended to use auto-following tools, so if you’re doing that, you may want to stop and clean up your list of people you’ve followed by narrowing it to only those who are relevant to your market.
- Are you creating lists and thanking those who include your tweets on their lists?
- Are you using a social media management tool, such as HootSuite, to schedule your tweets and keep you organized?
- Are you coordinating your tweets with your content marketing calendar so that your blog posts, Facebook and LinkedIn updates, and tweets are all following the same topic?
- Are your tweets conversational?
- Do you sometimes offer insight into who you are personally?
- Do you share “re-tweetable” content, such as relevant and/or inspirational quotes?
- Are you asking people to retweet your posts and leaving enough characters for them to do so?
What else do we need to add to this list of things to check Twitter-wise when conducting a social media audit?
With all the social media platforms available, it’s hard to pick which one(s) to start with. Just as each position on a basketball team has a specific function, so does each social media platform. Each one has it’s own special ability, and if you combine them carefully, you’ll set your business up for a social media marketing slam dunk!
Post Player - In basketball, the post is often the highest scorer on the team. They have to be mobile, strong, tall, and consistent. They hang out in the paint and the other players feed the ball to the post, who scores point after point throughout the game. In social media marketing, your blog plays the post position.
Your blog should be the center (another name for the post position in basketball) of your marketing strategy. Other players feed leads to your blog, and your blog catches those leads and pushes up to the goal and closes with a score (sale or other desired action).
Point Guard - Point guards are feisty players, always on the move, keeping a constant eye on the entire court. They drive most of the “traffic” to the post, but can score as well. In today’s market, Facebook plays the point guard position. It is fast to change as its owners deem necessary, and for most marketers, feeds the most traffic to the business blog.
(Note: If your business blog is set up correctly, organic search traffic will exceed Facebook traffic, but we’re talking about your social media players in this post.)
Wing Players - These players (often referred to as small forward and power forward) are talented and fun to watch. You never know when they’ll pop in a 3-pointer, but they also often feed the ball to the post. When choosing your social media starters, placing YouTube in the power forward position and Twitter as your small forward is a good idea. They are strong, fast, and versatile, and can help advance your marketing.
Shooting Guard - Choosing which platform to start in the fifth position largely depends upon the makeup of your team (business). Some choose Pinterest, others LinkedIn, and some marketers pick another platform altogether, such as MySpace or some other platform. Picking your fifth starter is an important decision, and the best way to know which social media platform to pick is to know your market and know the capabilities of each platform.
During the next few weeks, we’ll have a Wednesday is Friends Day on social media marketing with the emphasis of what each individual platform can do for your marketing strategy. On Marketing Monday, we’ll start a series called “marketing with a blog.”
We’ll discuss the strengths and weaknesses of each platform, how each one can contribute to your team of marketing players, and specific “plays” (tactics) you, as the coach, can call to combine the talents of your team.
Over the next several weeks, Wednesdays’ posts will share the social media players of your team and on Mondays we’ll discuss how to score with your blog. By the end of this series, you’ll be ready to slam dunk your opponents with your talented social media marketing team.
Until next time,
If you’ve been on Twitter more than about 47 seconds, you’ve likely read or received a tweet about how to grow your list of followers. Many promise hundreds if not thousands of followers within a matter of hours or days. When I first joined Twitter, I was lured into clicking on one of the promotional tweets for growing my list of followers. I wound up with more emails than followers, though, and quickly opted out of the program. Almost instantly, the 50 or so new followers I’d gained “unfollowed” me. No biggie. About half of them didn’t even tweet in my language.
Maybe some of the programs are legitimate. Maybe there is a faster way to grow my group of Twittermates, but I won’t be trying any more gimmicks to increase my followers list. Besides, the point of Twitter is to network and make friends, which is hard to do with people I either don’t understand or have no common interests with, so I recently started a concentrated effort to gain followers on Twitter and within a week, I’ve nearly doubled my list. The best part is, the group I’m growing is targeted to the same interests as me — Blogging and Internet Marketing.
How did I do it?
Continue reading →
Twitter can be your best friend, or your worst enemy — and it all depends upon you. Check out today’s Freebie Friday gift for a free report: “Taming the TwitterBeast in 20 Minutes a Day.”