Does Social Media Marketing Work?
It’s a fact that many small businesses do not believe in social media marketing. I’ve even worked with a few that were convinced that social media marketing is completely immeasurable, and therefore useless.
While it is true that this type of marketing could prove to be difficult to measure – it’s certainly far from useless! I believe that the best way to measure your social media efforts is through ENGAGEMENT.
Engagement is the interaction your fans and followers have with your business via your social networks. Engagement occurs when your fans:
- Share your posts
- “Like” your posts
- Comment on your posts
- Post to your wall
- Send you a tweet
- Start up a conversation with your business on your social network
Your social media marketing measurement for success must include engagement. This is the best ways to judge your success, and it’s also how you build a growing fan base.
How to Make Social Media Marketing Work
For small businesses the best way to make an impact online is to start locally. This means building a local presence within your town by interacting and engaging with the community. What’s the best way to do this?
Under the assumption that most of your fans and followers live in the locality of your business – in my experience, the best two ways to increase engagement with your fans and followers is by:
Increasing the amount of image type posts. Do not underestimate the power of visual social media. People love images, and they usually have a much higher engagement probability then text posts.
Sharing interesting content. If you’re not interesting – you’re boring! Share blogs that people want to read, share and relate to your fan base. You will see a significant amount of engagement if you do.
I use both these methods on all the Facebook pages I manage now, and it has proven to be quite successful. For example, I’ve been working for a local independent insurance agency in Clark, NJ called American Insurance Services Agency for about three years now. When I first started they had about 130 likes on their Facebook page, and after using this type of strategy they now have over 3000 likes.
What’s the significance? A whole lot actually! Besides the number of people this small time insurance agency can now advertise and promote their products and services to, they have gained an exponential amount of online visibility without costing them a dime in advertising.
So does social media marketing work? Absolutely! If you are a small business owner, think about marketing your business on social media today – it’s FREE.