Measuring your social impact
"It's very important to listen to what people are saying in your social space."
Use the right and left arroes to fast forward and rewind
|Mute volume||Use the up and down arrow keys to turn the volume up and down||Rewind video 5 seconds||
0:00 / -:--
|Fast forward video 5 seconds||Turn closed captioning off|
Hi, I’m Tegan Jones for the Wells Fargo Business Insight Series. Today we’re discussing how business owners can measure their social impact. Joining me is Ramon Ray, editor of SmallBizTechnology.com. Thanks for joining me, Ramon.
Tegan, thanks for having me. It’s a pleasure and an honor to be here today. Thank you.
Ramon, I know that a lot of business owners are now using social media to raise awareness about whatever products or services they might have to offer. Can you tell me a little bit about how business owners can measure whether these marketing efforts have been effective?
Sure. There’s a few ways they can do that, and I’ll do that along the lines of the major kind of social networks. When you’re thinking about Facebook, you want to think about, what are the “likes,” and the “Talking About This” and the sentiment that you’re getting through your Facebook stream, and you can find that through Facebook Insights — that’s Facebook’s analytics tool.
If you’re talking about Twitter, for example — as many, many people are on Twitter — you want to look at, what are my followers? How many people are following me? How many retweets am I getting, and how many mentions? So, you really want to know not just who’s following you, but the engagement level.
And last but not least, I’ll focus on LinkedIn, for example. LinkedIn — a whole different animal, but there, Tegan, you want to think about, how many quality people are wanting to connect with me? How many people have looked through my network and want me to make other connections with them? And let’s not forget LinkedIn Groups — how much am I commenting there, and what is the interaction people are having with the comments I’m making on LinkedIn Groups? So, those are a few ways that we can measure that on social media.
That’s really interesting — taking a look at those likes, the retweets, the followers, the amplification. But I know that social media measurement can go a little bit deeper than that, and that there are some tools out there that can help you out. Can you tell us a little bit about what additional insights these tools can help provide?
Sure. There’s several, and I’ll talk about — just to recap some of the tools, we have TweetDeck, HootSuite, Sprout Social, NutShellMail, Postlinks, so many great tools. But some of the insights you can get are, one, which post received the most interaction? And then you can know which post received the most interaction and replicate that.
Point two, what is the prime time when the largest portion of your audience are using these social networks? That way, hey, maybe you should post at 2:00 in the morning, maybe you should post at 3:00 in the afternoon. These tools can help you do that.
Three, which individuals outside of your network you may want to connect with based on their preferences, locations and actions. You already know who you’re directly connected with — but what about the new people? And that could be new customers and others. So, those are a few things, Tegan, that we may want to check out.
So, outside of using these tools to kind of bring your social media information into a dashboard, is there anything else that you should be doing to analyze your social media presence?
Sure. I think while data can, can do a lot to help you understand your impact, I think it’s very, very important to actively listen to what people are saying in your social networks.
Point two, what’s happening in my local community? What’s happening, you know, in the world around me? The local organization, or the local coffee shop, or is the street closed — whatever it may be, but in your local community. Again, Tegan, social community is very powerful to help you with that.
Right, because what’s the point of being involved in a community if you’re not going to actually interact with it?
Thanks so much for spending some time with us today, Ramon. You’ve given us some great tips on how to measure and increase your social impact.
As always, it’s a pleasure and a lot of fun. Thank you.
And thank you for joining us for this segment of the Wells Fargo Business Insight Series. To learn more about how Wells Fargo Business Banking can help you, visit wellsfargo.com/biz. In the meantime, we wish you continued success.