We Have Been Using Social Media For Six Months. Now What?

Reading time ( words)

Have patience

One of the fundamentals of Social Media Marketing is that you are building relationships based on trust. And trust takes time. One of the things social media use does is being there for the 95% of your prospects who aren't in buying mode right now. So expecting them to drop everyone and buy now - while a humorous thought - isn't realistic.


Monitor your progress on a regular basis. Meet with your team regularly to discuss your progress and reactions and interactions with your audience. Monitoring can be mundane as most of a company’s posts don’t generate comments, but you sure want to be ready when one does. I watched a PCB manufacturer's webpage as a long rant from an irate customer describing the company’s shortcomings in excruciating detail was left unattended for anyone to come across and read for almost two years.


I suggest that you measure everything to start with - lies, comments, interactions, you name it - and then start honing in on the ones that could be a precursor to a sale. For example, in my own business, the number of people who view my blog posts both on my blog and when I post them on LinkedIn are important indicators, but I have found that the number of certain types of people who view my LinkedIn profile to be really important, too.


Analyze the obvious results in light of your goals: number of leads and cost per lead are obvious ones. Later on, your sales team will be able to contribute the close ratio for leads and whether they took longer or shorter periods of time to close.

In your analysis, look to prove and disprove relationships between precursor measurements to see if they can help predict final results. Look for patterns in your metrics.

Experiment, repeat

Use your analysis as a basis for experimentation. You can make slight alterations to almost every aspect of your social media: wording, content, layout, offers, opt in page, how much, how often, titles, headers, graphics, you name it.

Experimentation doesn't mean wholesale changes and disruptions, but a lot of more subtle things. Does a long form top ten list get better response than ten quick tips? Lots of little adjustments can add up to big changes in results.

And as Winston Churchill famously said in 1941: "And don't give up. Never, ever, ever give up."


Bruce Johnston is a sales consultant specializing in Social Media and especially LinkedIn. He has 30 years experience in high tech sales and management. He can be reached at brucej@practicalsmm.com or through his profile on LinkedIn.



Suggested Items

Book Review: The Excellence Dividend—Meeting the Tech Tide with Work That Wows and Jobs That Last

07/16/2018 | Dan Beaulieu
If you wait for a Tom Peters book the way some people (myself included) wait for a new Stephen King novel, then you’re in luck because Tom finally has a new book and it’s a winner. This book covers a myriad of topics in pure Tom Peters fashion. Who but Peters could bring good old meat and potatoes common sense logic to this fast-moving new world order of social media and techno faux-communications?

Catching up with…LinkedIn Expert Bruce Johnston

01/11/2017 | Dan Beaulieu
My friend and business associate Bruce Johnston was named one of the LinkedIn Thought Leaders—The USA & Canada List (100+) by Andy O’Hearn, an expert LinkedIn coach and social media analyst. When you consider that there are over 467 million LinkedIn members, being in this list of approximately 100 is a pretty big deal.

Institute of Circuit Technology Hayling Island Seminar 2016

10/10/2016 | Pete Starkey, I-Connect007
In recent years, the Hayling Island Seminar has become established as the most popular date on the Institute of Circuit Technology calendar and, as expected, the 2016 event attracted a large gathering of industry professionals to the south coast of England to share knowledge and experience and to discuss current developments.

Copyright © 2020 I-Connect007. All rights reserved.