We’re really mashing it up this week with articles about Snapchat, research commissioned by twitter, guest blogging and effective responses on social media.
Snapchat is a photo messaging app where you can send pictures to your contacts that can only be viewed once for a limited time. Mostly reserved for impromptu snaps of ridiculousness among friends but a yogurt shop in New York creatively used it for a coupon promotion. To say the least I’m inspired by it but the article doesn’t mention how well the promotion performed. Do you think Snapchat could work for your brand?
Twitter ran a study to see if promotional tweets actually increase sales. They did this by correlating exposure to promoted tweets to purchase data taken from loyalty card programs. You can see Twitter’s release of the results here. Their conclusion is that exposure to promoted tweets does improve sales and enagagement improves sales even more. There are quite a few limitations to the study that the Social Media Today article mentions. Such as the extension of the results beyond loyaty card holders and to other types of brands.
This study brings up a metric related question I’ve had for a while. When it comes to getting followers, is it about quality over quantity? Assuming the target market is aligned, more followers, means more exposure, means more sales. Another view is that quality (likes, conversation, engagement) means a deeper connection, stronger brand image and that will bring followers itself.
Dennis: I will always stress quality over quantity when it comes to social media. While it’s great for a business to have a large following, if that’s the only metric that matters to them, then their social media goals are quite one-dimensional. Rather than just focusing on number of followers, a better measurement of success is the number of engaged users, and number of mentions and interactions on their accounts. It’s way more valuable to have a small, but highly engaged audience than to have a large, but unengaged audience. That being said, having a larger audience means that your message will have a greater reach, so ideally there needs to be a balance of both quality and quantity. Building quantity through organic means may take some time, however you can bet that there’s a good chance that those following you are high value or potential customers. Remember, social media is not a sprint, it’s a marathon. Take time to build a highly engaged community and a quality follower base, and nurture that relationship by providing value to your followers.
Thinking about increasing readership with a guest blogger? Remember to consider all the angles. From acquiring the right one, to content development, to keeping the momentum after the post, this article will help you make the most of it.
Do you agree with this illustrator’s approach? Is your internal decision making process for community management like this?
Nick: That’s actually a fabulous flow-chart. Obviously each situation is going to have its own nuances, but that approach is a solid point of reference – especially for people just starting to try their hand at community management. In particular, I like the point about adding relevant people to your network (I especially recommend creating lists on Twitter for this purpose).