Many social media marketers and even social media agencies spend a tremendous amount of time on tracking, analytics and reporting. Much of these activities give some insight into the reach and effectiveness of a social media program. However, some of that activity often ends up as “make-work” time-wasting that does not lead to actionable information of value.
One of the evaluation activities that is often overlooked is user-view analysis. User-view analysis is the viewing and evaluation of your total social media presence from the perspective of your target audience. You know what you do, the services you provide and the products you make, but does your social presence, profiles, graphics and messaging reflect that accurately to your community?
Now is where you get completely honest with yourself. Step back and pretend you are your prospective customer, then view your social media marketing from their perspective:
1) Review your feeds – What are you posting? If you were a follower or fan, would you find it interesting, fun, something you would share or comment on? Are you pitching too much? Is what you are sharing, posting and including in your various feeds relevant to the interests of your target audience?
2) Review your bio’s and profile content – If you didn’t know you or your brand at all and you looked at your twitter, facebook, fanpage or Linkedin accounts. would you understand what you do? Would it be interesting or enticing? Is the bio part human, part business or simply a cold, drab incoherent rant? If you were your target audience would YOU follow the account, like the page or accept the friend request?
*I highly suggest that unless you are a larger established brand, include YOUR or at least A name in the name field of your Twitter account.
3) Review your graphics - If you’re a solepreneur, a startup or new in social media marketing, I highly recommend that your twitter account contains YOUR picture, not just a logo. People build relationships with people, not brands and logo’s they’ve never heard of!
4) Continuity – Does the message on all of your profiles, website and blog contain the same branding, message and continuity? Once you are sure you have the proper messaging, take the time to ensure that all connection points across the social graph reflect the similar value propositions and voice.
Here are the hard facts about neglecting to walk through these steps and look at your social media presence as your target market does. What you don’t know will hurt you. Most won’t tell you how bad your profiles are or that they are not following you because of this issue or that. Nobody is going to tell you they won’t do business with you because you are poorly handling your social profiles, content and strategy…
THEY’LL JUST LEAVE!