There are lots of numbers thrown into your face when you use social media that makes it an instant popularity contest. But when you’re using these platforms to market your business, you have to stay focused on the things that really matter and not these sexy metrics that really don’t matter.
For this week’s Sexy Wednesday we are going to confront those sexy metrics head on and call their bluff. Learn why they don’t matter and what you should be measuring instead.
Let’s talk about how many Facebook fans you have… IT JUST DON’T MATTER!
This is a fairly obvious one at this point because Facebook intentionally makes it difficult for you to reach a good percentage of your brand page’s fans because of what’s called an Edgerank score. This is a metric that is determined between every person and the people and brands they follow based on how often they engage their content. The accounts your interact with the most have the highest edgerank score with personal profiles and will therefore be the first thing they see when they log in to Facebook. If you don’t have a high Edgerank with your fans, you’ll very likely never be seen at all.
Instead, you should measure… your Facebook insights to see how each of your posts is performing with your fans. What type of content is engaged with more often whether it’s photos, status updates, polls, events, etc? Are people clicking the links and going back to your website? This is the best way to gauge whether Facebook is a good use of time for your marketing plan.
Let’s talk about how many Twitter followers you have… IT JUST DON’T MATTER!
You actually have the complete opposite problem on Twitter than you do Facebook. Because of hashtags, you’re able to get your content in front of way more people organically than just your following. But the people who are following you and the streams of conversations you’re joining with hashtags are seeing so much activity that it makes is hard for every tweet to be seen (actually impossible.) Tweets last seconds as opposed to Facebook where updates can last hours (when the edgerank is high).
Instead, you should measure… analytics from the measurement dashboard on Twitter. You have the ability to put all your best performing tweets next to each other so you can see why people are engaging your content and which ones are getting you the most clicks to your website. If people are tweeting but not going back to your website and doing the things you need for your business to get ROI of this social media activity, it’s not working.
Let’s talk about your Klout score… IT JUST DON’T MATTER!
Klout has been highly debated for years since it debuted. It gave a really simple answer to people about whether social media was actually working or not and measuring accounts’ influence over their audience. But the reality is, you can have a very engaging social media presence and that will increase your Klout score a great deal, but that doesn’t mean you are actually influential to them. Not always anyway. So it’s more of a score for how active you are.
Instead, you should measure… your website analytics. Are the people who are engaging with your brand through social media platforms not only influenced by you activity but ACTING upon it as well. If you can get those calls-to-action to be taken, you don’t have anything affecting your bottom line (well except the deficit of time and resources).
What are you measuring for success?
How have the sexy metrics held your brand back?
Does a popularity contest actually matter?