Why 1 Million Social Media Followers Sucks, WebCongress May 2014

Why 1 Million Social Media Followers Sucks

Erica McGillivray Senior Community Manager at Moz @emcgillivray #webcongress

I <3 Community building Social media geekery Pushing boundaries Singing Frozen songs Reading comic books

You

@emcgillivray #webcongress

Your Wants Love your work Excel at it Please your boss/clients Grow your social media followers

Danger Goal


1 Million Followers or

another follower

expectation

Bought 1,256,382 Followers

Has 0 Friends

Truths


Harsh truths that, sadly, reflect most

brand’s social media efforts.

Business Follower Averages Twitter: 14,709 followers Facebook: 13,157 likes Pinterest: 229 followers Instagram: 208 followers


About your message &

how you talk about yourself.

Mailbox

Recycling

Door

Direct to Garbage

I recycle junk mail coupons. Don’t make your social media junk.

Attention Spans Twitter: 18 minutes Facebook: 2-3 hours G+: 3 hours Instagram: 3-4 hours


The short lifespan of your social

media posts.

Don’t market to everyone. They don’t care about your brand.

Talk to the audience that

does care.

Don’t Panic!


1 Million Followers

Make sure this is not your

goal.

Tough Talk

Why is my brand on social media?

@emcgillivray ! ! ! ! ! ! ! ! ! ! ! ! !#isum13!

Say No to Reporting Vanity Metrics

But track them for the math!


Report This! Engagement


True Social Metrics

Math = Counting

& Division # of actions by followers / # of posts = Rate

Finding a Baseline

Select a time period that makes sense.

Compare against what you’ve been

doing to mark improvements.

Conversation Rate

Who’s chatting with me? How often? What topics are interesting to them?

Conversation Goals


A simple spreadsheet to calculate your goals & how you’re doing.

Are you keeping up?

SproutSocial


Compare against your

social competitors.

Amplification Rate

Who’s re-sharing my social media content? Where? And why?

Amplification Goals


Audience Reach

Buffer


G+ Ripples

Share top content again

Rival IQ @emcgillivray #webcongress

Applause Rate

Who’s lurking, but liking? Who encourages you? Who gives you high fives?

Applause Goals


Report This! Relative

Engagement


What?

As you grow your followers & regular postings, you want to keep pace with connecting to your community.

True Social Metrics

Math = Followers,

Counting & Division

# of actions / # of posts / Followers per 1,000 = Relative Engagement Rate # of actions / Followers per 1,000 = Content Rate

Relative Engagement Goals


What About Conversions?


Sales? Try Traffic

Google Analytics


We drive top of funnel

traffic. Our goal’s related to traffic, not

sales.

Report This! Anything

Important to Your Business


Customer Happiness

In Q1 2014, Moz sent 362 happy packages to our community.

Team Growth

Moz’s community team went from one primary person to 5 full-time & 4 part-time people since 2010.

2010 2011 2012 2013 2014

Product Feedback


The top product new

feature requests from our customers.

Reporting


Reports Tell a Story by

Showing Love, Passion,

& Relevance

Sample Report

Shows both engagement and traffic over time.

We also include

explanations for context & fun photos!

Who’s Listening

Weekly check-ins with your team Monthly reports to your team & company Share quarterly with the world

I want 1,000 conversations

with 100 people, not 1 million

followers & 100 conversations


Contact Me Erica McGillivray Senior Community Manager at Moz @emcgillivray [email protected] http://moz.com/

Resources Social Engagement Metrics That Matter - Measuring, Tracking, and Reporting FTW by Jen Lopez http://moz.com/blog/social-engagement-metrics-that-matter Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value by Avinash Kaushik http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/ Beginner’s Guide to Social Media http://moz.com/beginners-guide-to-social-media G+ Ripples Bookmarklet by AJ Kohn http://www.blindfiveyearold.com/ripples-bookmarklet True Social Metrics http://www.truesocialmetrics.com/ SproutSocial https://sproutsocial.com/ Buffer https://bufferapp.com/ Rival IQ https://www.rivaliq.com/ Infogr.am https://infogr.am/

Photo Credits https://www.flickr.com/photos/orinrobertjohn/80698721 https://www.flickr.com/photos/sadiediane/4235308808 https://www.flickr.com/photos/daquellamanera/355061741 https://www.flickr.com/photos/beglen/2464007260 https://www.flickr.com/photos/erix/5683572 https://www.flickr.com/photos/therussiansarehere/3646211340 https://www.flickr.com/photos/falh/3563568771 https://www.flickr.com/photos/maaorg/8009975343 https://www.flickr.com/photos/abby28xyz/469737055 https://www.flickr.com/photos/polandmfa/7374395194 https://www.flickr.com/photos/crdot/6212235831 https://plus.google.com/photos/+WojtekTylu%C5%9BPL/albums/5950980670907190513 https://www.flickr.com/photos/kristabaltroka/8527817179 https://www.flickr.com/photos/wwworks/4759535970 https://www.flickr.com/photos/pagedooley/2121472112


Why 1 Million Social Media Followers Sucks, WebCongress May 2014

Social Media

Transcript of Why 1 Million Social Media Followers Sucks, WebCongress May 2014