Surviving the Pandemic- Social Media Analytics and Your Small Business

Surviving the Pandemic- Social Media Analytics and Your Small Business

Understanding your social media analytics as a small business

I think it’s safe to say, especially during a global pandemic, that social media has become one of the biggest and most important marketing platforms for businesses in recent years. It’s also one of the many services we provide at Enterprise Iowa. The platform has given businesses (big and small) a place to create and sell their brands while facilitating greater connections with their customers. 

The best thing about these social media platforms in marketing terms, is that they generate their own analytics. These days everybody and their dog (quite literally) has a social media account. So analytics become important when trying to work the algorithms and get your brand in front of your target audience. 

Corporations have entire departments dedicated toward analyzing and tracking social media analytics and algorithms, but this article will be focusing on more manageable and cost effective ways for small businesses to take that next step in their social media marketing.

Make a plan

Create goals for your social media marketing activity. They can be measured in traffic, community engagement, conversions, follower growth and anything else you feel is important to your business. Aim to make “SMART” goals:

Specific

Measurable

Attainable

Revelant

Timely

Having all of this figured out once you set up your analytics will make it easier to create content that will help you reach those goals.

 

Switch to a business account

In order to receive the full range of analytic data from social media platforms like Instagram and Facebook, you need to make or switch to a business account. Once you have done this, you will be able to see all the account insights from impressions (how many times your posts were seen) to engagement (likes, comments, shares).

Understanding the metrics

As you start to use and familiarize yourself with your analytics data, there will be key performance indicators (KPI’s) or metrics that you’ll find are vital to your business. According to Hootsuite, here are some of the major metrics found on most analytics trackers based on the four social funnels:

Awareness: These metrics show your current and potential audience. There are different metrics you can track in awareness but here is the most relevant one to your small business.

  • Audience Growth Rate: pick a reporting period that works best for you and then follow this equation.

                    Net New Followers ÷ Total Audience  X  100 = Growth Rate Percentage

Engagement: Shows how audiences are engaging with your content (e.g likes, comments, shares)

Conversion: It demonstrates the effectiveness of your social engagement by tracking the number of visitors that take action on your account. A high conversion rate means your content is valuable and relevant. 

Consumer: this metric reflects how customers think and feel about your brand

  • Great Customer Testimonials (reviews, comments, endorsement, etc) will garner trust and credibility among your consumers, boosting brand awareness.

 

Use hashtags

This may seem obvious, but it’s important to stress this one. Hashtags are used as keyword indicators so your content is more likely to show up when someone searches it. Utilizing these in every post is going to give you an SEO advantage later. 

Hashtags can also be used as campaign material when trying to promote something for your business, helping to increase your conversion rate. It can also indicate how big of an audience is being reached and who it is reaching.

Look for trends in post performance

It’s important to keep track of how your posts perform because they are an indicator of what your audience is reacting and relating to the most. If you notice that videos tend to garner more attention, then maybe think about implementing more video content into your posts. 

Say, for example, a post received a significantly higher response via likes and comments than is normal for your platform. Examine the post to determine why that is. Is the content more personable? What time of day did you post it? Did it have relevance to current events? Was it relatable? It’s always good to ask these types of questions when looking to understand your insights.

 

Social Media Publishers

If you have more than one social platform for your small business and find yourself feeling overwhelmed having to keep track of all the different posts, a social media publisher may be helpful. 

These services let you schedule automatic posts for a later date on multiple platforms. That way you can have your content pre-scheduled and ready to be published before the intended date. They can also show you an organized calendar of all your scheduled posts to give you a view of what you have coming up or if you have too many posts in one day. Some even generate their own set of analytics too.

The most common services people use are:

It may seem overwhelming, but you can do it!

The world of social media analytics is vast and can be a bit overwhelming at times. But it’s important to note that not all these “best practices” out there are relevant for smaller businesses with little to no communications department. This article was aimed at giving relevant tips and information that would help boost smaller platforms and increase their marketing capabilities while relieving some of that confusion. 

As your business grows and your social media platforms require more analytical knowledge, reevaluate your social media plan from time to time. Your KPI’s might have changed or maybe you’re in the right place to hire a social media manager. Either way, social media has become a place where anyone can market what they do, no matter the resources available to them.

 

Virtual Etiquette: Communicating with your client

Virtual Etiquette: Communicating with your client

5 best practices for communicating with your clients virtually.

As we approach the anniversary of this pandemic, the reality of doing business virtually is far from over. In fact, some of these innovations are likely to never fully go away. Businesses have found useful and efficient virtual platforms that add to the success of their companies–promoting more interaction and easier communication with their clients and internal operations.

Similar to when email came on scene (anyone still use AOL?), a virtual etiquette has been established among professionals as companies are forced to go virtual. This article will include some tips and tricks we’ve learned as a company over the past year as well as some industry standards.

Here are five ways to increase your virtual etiquette when communicating with your clients:

 

Test drive EVERYTHING first

If there is one thing we can all agree upon, it’s that technology never does what we want when we need it to. In order to give your clients a smooth and glitch free virtual experience, make sure you try out the system you’ll be using beforehand. That way, if there are any glitches or technological mishaps, you’ll be ready. For example:

 

  • Try Zoom practice runs with your team before an event.
  • Make sure to schedule a test run with any speakers you plan on having  in a virtual conference or meeting so they know what they need to do. This way you can troubleshoot any problems that may occur before the event.
  • Lastly, testing out an application before introducing it to a client allows you to see how user friendly its interface is. If it’s something you find confusing or unorganized, odds are they will too.

Provide clients with clear instructions

This goes hand-in-hand with the first tip, but still deserves its own spot. When setting up a meeting, event or network with your clients, make sure they know what they need to do. Provide them with details on any set up tools they might need (headphones, computer speakers), what platform you will be using, and how they will get on. Is there a dial-in number they could use if they get caught up or their computer stops working? How long will the meeting last? Is there a place where they can watch the event if they missed it? These are some questions to consider. 

If you want to know how you can be better prepared as a remote worker, check out our other article on Top 5 Tips for Working from Home.

Record virtual events

Bringing it back to technology not always working, your client may have problems on their side of the screen too. Mic issues, video quality, and wifi are all reasons why they might miss important information being discussed. Recording relevant events like training, conferences or specific meetings will give your clients a place to go back to later. It also provides a unique opportunity for those who couldn’t attend to watch it at a later time. An added benefit to virtual events.

Create your own virtual etiquette

It’s easier when everyone is on the same page. Before starting your event, establish any etiquettes you want to be utilized. Encourage your clients to use functions like the chat box to communicate with the host or show their agreement/disagreement with what is being said. This eliminates any interference with the speaker but still allows them to express their thoughts. 

Also, if an event has multiple speakers to get through, encourage the use of emojis like the clapping hands to keep audio interference down while still generating a reaction. All in all, it comes down to experimenting beforehand to see what you like and what works best for your company. Coming up with clear rules of engagement will make for a smoother virtual experience for the both of you.

Setting up chat channels

Chat channels like Slack or Microsoft Teams offer your clients a place to communicate with you easily and effectively without having to hop on zoom or pick up the phone. It can help them and you get quick answers to any questions that may come up as well as streamline any project communication between the two.

Check out our other article Surviving the Pandemic – What Technology Our Team Has Been Utitlizing for more helpful applications!

Virtual etiquette is still evolving as we continue to navigate this pandemic, but these tips should help point you in the right direction for better client communication. With the coronavirus continuing to be a daily influencer for businesses, even as vaccines roll out, it doesnt have to inhibit your companies ability to effectively communicate with your clients.