Anybody can sign up for a social media account and understand its general premise. Does that make you capable of using it for business? Like anything in business, social media (done right) requires extensive experience and understanding of people, some technology and — most importantly — marketing.
Primarily, social media users fail in one of two areas: understanding that social media fits into the larger part of a company’s overall marketing goals, and the ability to see correlations between activities on social media and quantifiable ROI. (Like in grade school math class, you don’t get credit if you don’t show your work.)
You — or your social media marketing ‘pro’ — might be using social media the wrong way if:
Utilize basic tools like Facebook FB -0.73% analytics (which is free, by the way) to understand what your customers really respond to. Notice whatever seems to help you generate more likes, clicks, and reach. Then, use tools like Google GOOG -0.58% Analytics to see how the traffic is converting on your website. If you want to get a bit more robust, try simple, yet powerful analytics tools like Simplymeasured.com. They will help you stay connected with your audience and keep them interested, as long as you can interpret them correctly.
You call yourself a ‘guru’ or something similar
Keep your titles professional, people. Using a term like ‘guru’ usually screams that you’re a refugee from another industry and don’t really know what you’re doing. Anybody who has been in the marketing industry wants to create a professional appearance. Let others call you a guru if they’d like.
You’re not working with other departments in the business
Social media marketing is most efficient and effective when it’s coordinated with your company’s branding team, email marketing team, advertising team, and other various marketing departments. For instance, your web marketing team can help drive your social media communities’ growth by linking back to your company’s social networks. Alternatively, you can gain potential leads that can convert into sales by driving traffic back to the website through content marketing. If you create original content and you work intra-departmentally, you will then be a social media rock star.
Read more via Forbes, here.