Using Social Media Strategically

Right now, I'm doing some work with a client that's really starting to use social media more often, and more freely to promote its work and events.

Path to conversion
Path from Flickr user Runran.
Recently, I delivered a bunch of numbers to them, using Piktochart, a handy tool I found for creating simple infographics.

The good news was, as a result of promoting our work on Twitter and Facebook, all traffic measures went up. More people watched videos, shared our content, commented on our posts, used our hashtags, and became fans of our pages than ever had before.

So, what do we do with all of this great attention?

It's important to make sure that when we generate a lot of traffic and attention to our content, that we have a goal in mind, and that we're leading people down a path towards that goal.

If we have a great new video, we need to make sure that we think about what we want people to do after they watch it. Watch another video? Subscribe to our email list? Share with a friend? Complete another action?

We (and you) really need to think about the path to conversion.

If you find, for example, that in your businesses, most of your sales come from email, then when you do an attention campaign like we did last week, you should be including an email sign-up call-to-action with the content you're promoting. With your videos, on your Facebook page, in your blog posts and on your site.

If you're not thinking about the path to conversion, you'll be setting the wrong expectations for your team.  It may be that people who like your posts on Facebook just aren't ready to buy your product - they need a little more encouragement. So the conversion goal for your Facebook fans won't be a sale  - it'll be an email sign-up.

Once you've established your conversion goal for each of your channels, then you'll be able to better determine what content goes where and customize it appropriately.

How are you using Facebook? What about Twitter? How do you inform, engage, and convert on each of your channels? Send me a note or let me know in the comments.

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