When looking at optimizing your social media program, are you asking the right questions? Neal will provide examples of a holistic mindset to help you ask the right questions that will truly help you Maximize Your Social.
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welcome to maximize your social actionable 10 minute advice on how your business can maximize your social media presence. Now the host of Maximize Your Social Social Media Author, speaker, consultant and founder of Maximize Social Business Meals. Schaefer Everybody, this is Neil Schaeffer with coffee in hand for this podcast. And the name of the podcast is Maximize your social welcome Everybody hope you're having a great week. You know, it's the summer. We all take vacations. I did mine in July, so I've been firing up the podcast the block post ever since. And I hope that you're all getting revved back up a cz. Well, the world is different. Facebook just Well, by the time you listen to the podcast last week announced the end of light gave ing pushing people from Facebook messages to the messenger up on mobile Pinterest introduced Pinterest direct and the world as we know it is always changing and hopefully this podcast will keep you up to date. So today I want to talk about a conversation and well, I had on a certain social network I don't want to name names and have you go digging through my social media archives for the conversation because the exact people really don't matter. But it came down to, you know, I get asked a lot of questions. And as you know, well, if you listen my podcast from last week and read my recent block post on six social media productivity tips and 23 tools to help you, you'll know that I like to reserve time for content creation an engagement, and I urge my listeners, this podcast and brands to do the same. So as part of that, I tend to reach out. If you follow me on certain social networks, you'll see that you know, I reach out to people. I think people When they ask me questions, I answer them. So, you know, I got an interesting one, and it's funny because it happened and shortly thereafter, our Facebook contributor on maximize social business. Jimbo Elastic. I hope I'm pronouncing his last name right, but he wrote this block post that pretty much went viral this week, if I might say so, and that is how to tell if your Facebook efforts are paying off. Jim is the CEO of Short Stack and their provider of Facebook APS and tools, so he knows the land in a landscape as well as anyone does. And it was a great reminder in and sort of echoes what he gives you a specific, you know, tactics that you can do to see what works. And if you read, maximize your social, you know that I talk about P. D. C. A and experimentation, and you need to shake things up and try different things. I call them experiments. I call them campaigns, social media campaigns not in the traditional marketing sense, but in the experimental sense, to get a data set so that we know what other things we might want to do to help it ourselves. And we'll never know until the experiment because it's an always changing landscape. So the question that I got that I want to talk about today is sort of related, right, So you're on Facebook and you've been told you need to build a Facebook page, so you build it up. You have lots of likes and I've had, you know, social media strategy consulting clients came to me and said what we did a giveaway. We have a few 1000 likes what next and, you know, hopefully by 2014. We're all a little bit more intelligent of how we use soldier on how we use it for clients. But there are still many companies who chased the like, and then they get a little bit smarter. They're going to Facebook inside sick. Okay, we need likes. We need reach. So the question was, Well, how do we expand our reach for a page? The reach has been going down over the course of the year, and it's funny. I've yet to publish my post based on data that shows that not everybody's reach has gone down as a result of Facebook tweaking a drink. So my response was basically well, there's, You know, there's a few things you can obviously do. You can promote post with paid social, which is obviously going to expand your reach. If that's what you want to d'oh, you can post Morfogen quickly, which will tend to improve your rich. You can optimize your content, you can obviously try to post different types of content, and you can do an experiment or campaign, and that's really I'm sure there's other things that you know, like I said. I don't read these off scripts, and that's my simple answer to the question and with more time. I'm sure there's other things I could brainstorm, and it really comes down to those things right. And the response was, well, tried all those things and what I really wanted to ask this person, and I just sort of put my hands in the air because I want to engage. But I also want to make good use of my time. And not everybody is the same level. Not everybody's willing to pay for consulting. And some people just want a lot of free information. And, you know, I have a business to run myself and and kids to look after in a son to play soccer with and a wife to toe love with all my heart. So, you know, I just don't have unlimited time to do that. But really, is Facebook reach tied somehow to your business? When you created your business? Was there this, you know, objective? Your corporate mission was we want to get more reach on Facebook and it really comes down. If you read the chapter, maximize your social on social media, our Ally and Social Media Metrix. Now I do understand. For some companies, okay, their primary objective for social media, especially ones that's our primarily run by PR department's or maybe corporate communication departments. They basically want to try to reach as many people as possible and try to have as many conversations with his many people as possible. Perhaps there a lot of non profits that are in this as well as well. It's a lot of consumer brands, and that's fine. If that is your primary objective. Welcome to the era of paid social. But if that's not your primary objective, right in maximize your soldier. I talked about the different types of metrics we have. We have the primary metrics and secondary metrics, and the primary metrics drive right into what is gonna determine the are alive. Your social media program, you know, amount of reach for 90% of cos I'm gonna assume is a secondary metric right. It equates to how effective your social media is and how you might be wanting to do better at it. But it doesn't equate to this premiere objective isn't feed directly into the reason why you have a social media program. So, you know, this is why I have always thought holistically about business, right? And I think what differentiates me from a lot of people out there is I launch my career in Asia and in Asia. I was representing foreign businesses and high tech markets where nobody had ever heard of them. And I had to create a brand or create brand recognition, had a scratch, and I had to do it in different countries. That spoke different languages and obviously wasn't easy. But it taught me a lot of valuable lessons that have given me a lot of unique inside. I believe in the social media, and that's what my clients and people who read my books and heard me speak. Tell me as well and you know, holistic. And I know when people think holistic they think so, like hippies, organ, new age or holistic, just thinking of everything as a whole, you know, business as a whole and were things plug in, right. So if we're gonna look at social media as a whole, it's not just Facebook, right, And it's not just reaching Facebook, either. It it's it's a lot of things, but You know what? Maybe Facebook isn't the right platform for you. And I'll be honest. You know, I have 10,000 followers on Facebook. The other day I posted two photos that I took in the evening to Facebook directly from my phone, not even using that. Their party tool, I got a few likes. I've had stuff, get more likes and others, but you know, not a big deal. I'm not like, you know, put in an Excel spreadsheet and losing sleep at night over it. But you know, the same photos I posted separately on Instagram where I have I'm near 4000 fans now, and I got like 200 likes for each of those photos. Now it's 40% of the number of Facebook fans, but it just goes to show you you need to think holistically. Different news feeds work differently. Different types of fans on different networks engage differently with different content. So this one trick pony that so many companies did in the good days of Facebook, they're realizing that you know what? We're not getting as much reach, and it's time to really, instead of experimenting within Facebook experiment outside of Facebook, there's a whole other world out there. I mentioned the last podcast that maximize social business gets Now. Pinterest is the second driver of traffic to our Blawg outside of Twitter, and you know, it took a few months of concerted effort and strategic effort to do it. But there's loads of communities where your brand can get new engagement. New brand awareness. What have you so really, my question for you? Okay. Are you asking the right social media questions? How do I get more reach on Facebook? If that is a secondary metric is not the question you should be losing sleep over. You should be losing sleep over. What is the R. Y. What? What are the objectives of my program? What are the metrics and how can I drive those metrics higher? And if you're only on Facebook, well, it's gonna be a Facebook Central question. But assuming you're on multiple platforms, right, think of a dashboard. I played music when I lived in Japan, played drums, and if you ever go into a recording studio, there's loads of lovers, right, and you pushed the levers up and down in terms of frequency. In terms of engagement, different categories of content. Your social media dashboard should have tens of levers for all the different things you could be doing across whole show across all the different channels with all the different types of content and all the people out there. Okay, so it's not just one lever, which would be, I guess, Facebook reach. It's a series of levers, and sometimes they work together, right? You do more on Instagram, and sometimes it spills over to Facebook and Twitter and the same thing with Pinterest, because a lot of people will will share those things on those two social networks that are sort of built in to the platform. But if you're just asking the wrong question, you're digging yourself a hole, and I don't think you're ever going to be effective with your program because you're chasing after the wrong thing. So hopefully listeners this podcast. I've been able to help you improve your social media literacy where you're not asking those sorts of questions, but really take a step back right? What are the burning questions that you would like to ask me? What are the things that you're really curious about how to do And you know one of my favorites as well. I want to get started on Instagram. What do I do? You get started on hundreds to cram, right? If you don't want to do it for your brand yet you you start your own. You start to follow friends on Facebook That on Instagram, right? You see what they post You see what sort of post get likes you think about what are the things that you could post to represent yourself and you go from there You do it, you learn by doing and then you optimize So it's not a question Well, how do I get more followers on Instagram? Have you followed more people on Instagram? Have you engaged with more people on Instagram? Do you think social media is on autopilot that you just set up shop in Everyone's gonna come and like you and you wonder why you don't get more followers. So there's obviously tactical things you can d'oh! But Social Media's office about reciprocity, right? In fact, that was interesting. I was doing some research and I was looking at a buffer block post and everybody loves buffer. And it was a buffer blocked was on Instagram and gentlemen said, You know, Buffer, I noticed that you barely follow anyone in your instagram account. Social media is all about reciprocity, and I thought that was an interesting comment. And although I agree about social media being about reciprocity, you know, Buffer is one of the most generous companies in terms of support for their users in terms of the amount and quality of content that they put out there. I have no criticism whatsoever about Buffer, and I was sort of shocked by that little comment there. But that's the way it is. So let's stop asking. Let's start doing and think about the questions that you have. Are they the right questions? A lot of people are just spending too much time asking and looking for answers for the wrong ones. Holistic 36,000 foot view. Think of the entirety. Think of business objectives. Lots of different networks out. There are lots of different things you can d'oh! And if you're looking for ideas, by all means read, maximize your social again from front to back, and that will help sink your brain with what I'm trying to teach through these podcasts. Hey, that's it for this week. I hope you enjoyed. Well, I'm not gonna call it a rant because it really all is about educating and empowering you. But as always, I welcome your feedback. I really enjoy the number of people that I see downloading, commenting, sharing my podcast, every single one of you. Thank you so much and signing off from Beautiful Orange County, California It's the end of another episode will talk to get next week where everyone in the world make it a great social day. Bye bye, everybody. Thanks for listening. To maximize your social. We appreciate your iTunes subscriptions, ratings and comments. If you would like to appear on this show or recommend content, please conduct meal Schaffer at Neil at maximize your social dot com. Make it a social day.