Where social media meets business
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Can social media impact your bottom line?
It's very easy for Kent businesses to be swept along on the
tidal wave of the social revolution which is impacting us all. But
before you engage in any social marketing activity, ensure that
it's aligned with your business goals.
For example, are your clients actually on Twitter, or do your
hot prospects have a LinkedIn profile and page? Could you influence
them via a discussion on a relevant LinkedIn group? Could you help
retain clients via better engagement on a Facebook page?
To answer these questions, you need to know where to look. Many
very helpful directories have been created for Twitter. One is
TweetDeck's Directory www.tweetdeck.com/directory/ of Twitter
users, where you can easily navigate through your fields of
interest and pick those you want to connect with.
Searching hashtags, google searches and the search facility on
LinkedIn and Facebook are other useful tools.
Remember though, that in order to make money with social media,
you have to set up your campaigns to be measured. These metrics can
be broken down into three different categories:
Quantitative Metrics: eg unique visits, page views, followers,
demographics, frequency,† length of visit etc
Qualitative Metrics: for example, if 75 per cent of the people
who mention your product online call it "cheap" and only 25 per
cent call it "inexpensive," that's a qualitative metric that has an
impact on your business.
ROI Metrics: The key is to track what percentage of people you
converted from a prospect to a customer via social media activity.
To continue this thread, follow me on Twitter: @katieeking
- Katie King is managing director of PR & Social Media agency
Zoodikers, and a trainer at The Social Media Academy in London
Thursday, July 28 2011
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