These are fundamental lessons that I’ve learned for 6+ years now.
Social Media Awesomeness ratio (Kindness for Kindness), #1
Will they reciprocate?
Honestly, not everyone but that means that you can repeat the process, sift the ones that respond to you – put them in a list them move on.
Access is not permission, #2
Groups have rules whether that’s LinkedIn, Google+, Facebook, etc. You may get excited to tell others in the group about how awesome you are, how great the products and services you’re selling, and how great the article you write.
Hold your horses before doing anything.
Best practice when in new in a group: listen first. Groups typically have rules as standard. Look for it. An example is a group for the just-concluded Social Media Content Challenge that I hosted, a.k.a #30DaysofSoMe. The Google+ group is a hub for participants. It has zero-tolerance for spam/sales-y posts. Even with rules spelled out, someone still attempted to spam it. Spamming devalues the value of a group.
You could get banned from the group if you abuse access to ir. If you are unsure about rules, ask the moderators.
Email is another story. Just because someone gave you their email address doesn’t mean that you can send them 2-3 emails per day, much less EVERYDAY. Thankfully, there’s “unsubscribe” as an option.
Activity (flurry of it) is not productivity, #3
Quality trumps Quantity, #4
Number of characters of a tweet should be not more than 120, #5
Want people to retweet your tweets, right? Help them help you.
Math about posts: 100% – 80% = 20%, #6
~ 80% of content should benefit the audience. Content doesn’t have to be linear but, for certain, it has to be and should be for your audience. Mix it up.
~ 20% of posts about your product or services.
Should you be sharing business-related content in your personal profile? I do not use it as a platform to sell to my friends and family but I sometimes share content from my page that I think my friends and family will like.
Number of likes (or followers) isn’t ROI, #7
Social media CAN be used as a tool to help drive sales along with other marketing media tools that you use for your company – email, press release, marketing slicks, website landing page, etc. It can be used to collect leads and to track sales-related pre-determined key performance indicators (KPIs). Note: Social media is just one of the tools but it is an essential tool especially these days.
Posts aren’t engagement, #8
Hubspot did a really interesting study in Facebook. Some niches are engaging and others are yet to catch up.
According to Buffer:
Mention analyzed over 1 billion social mentions from the past two years, and in their analysis they found that 91 percent of mentions come from people with fewer than 500 followers.
I believe this to be true in my experience. Therefore, don’t get obsessed on getting the attention of the influencers those with thousands of followers. Find and develop relationship with brand advocates.
Brand awareness is different from website traffic, #10
A startup client recently asked my opinion on their plan to pull out their account from Twitter. I told them that I’d check their Google Analytics before I’d give them my advice.
They like Facebook. They like Pinterest. Brand Awareness is their topmost goal.
I showed them THIS report (see image below). While, it is true that they are getting a lot of traffic from Pinterest, their pinners aren’t spending time on their website. On the other hand, their Twitter visitors are clearly doing “something” on their website because they are spending MORE time there. There’s brand awareness KPI.
Unless you have a person focused to do social for your company full-time, focus on one goal at a time because you can’t be best at everything at the same time.
Your online profile is your digital business card, #11
Complete your profile first before asking others to follow you.
There is a human being behind an avatar, or logo, 12
Chef Ivan Flowers Facebook page is an example that comes to mind. He does not only share tips and the food he prepares but he also sometimes shows a photo of his team – and that they like to have fun in his kitchen too.
There’s social media explained – in simple math. Anything else you like to add?