Social Media Master: Live Action - Wk 8

This is the eighth instalment of a weekly series reflecting on how I have used our Handle social report to improve our social strategy and gain results.

It’s been a busy couple of weeks, so busy that I didn’t have enough time to write a blog last week! But because of this I have some very exciting things to talk about in this week’s post.

If you’ve any missed previous instalments and want to catch up I've linked them below.

  1. How we’re using Handle to become a social media master – Wk 1
  2. Social Media Master: Attract the right people – Wk 2
  3. Social Media Master: Create the right content – Wk 3
  4. Social Media Master: Refocus the strategy – Wk 4
  5. Social Media Master: Encourage engagement – Wk 5
  6. Social Media Master: Keep on top of progress - Wk 6
  7. Social Media Master: Purpose of Posting - Wk 7

Live Tweeting

Last week we were exhibitors at the 2017 FSB National Business Conference in Torquay, where our Head of Marketing David Coghlan also presented, you can see a version of his presentation from the Do It Digital Roadshow here.

As part of the lead up to the event, I scheduled posts with the event hashtag to put us in front of the people who were going to be attending the event.

Events are a great way to create engagement and awareness on social media. Live tweeting or posting to your social channels during events can catch the attention of people attending, drive footfall to your stand and connect the dots between awareness, in person conversations, social follower growth and meaningful social media engagement.

social media live tweeting examples

Over the course of the conference I was live tweeting updates to our competition leader board, which really got attendees competitive spirits going. This was a great way to entice people to come and say hello, but also to come with a purpose and a tangible outcome that they wanted from us. Obviously this allowed us to sign more people up to the free trail and inform them about how Handle could help their business.

To increase engagement of the posts from the conference I was tagging those who took part in our competition and using the conference hashtag so that we could amplify the message to a wider audience and generate potential interest in Handle from those not necessarily attending the event themselves.

Changes to the employee advocacy programme

After successfully running our employee advocacy programme for several weeks, I’ve now had a chance to review performance and am making some tweaks to make it as strong as possible. I found that our Twitter posts were now getting enough organic engagement as you can see from our engagement score.

social media handle social report engagement score

But our Facebook and LinkedIn posts just aren’t generating enough engagement which in turn means we are struggling to reach many people. So from this week Twitter will no longer be included in our employee advocacy programme, so that everyone focus’s their attention on interacting with Facebook and LinkedIn.

LinkedIn impressions

We also had an interesting anomaly this week. One of our LinkedIn posts reached over 4,000 people compared to an average of between 100-200.

social media linkedin impressions anomaly

I have some theories about why this happened so I will be testing different content, varied engagements and source, to see how these variables change the impressions of each post. I’ve already briefed the team to help me out. So, over the next few weeks I will be trying to determine how LinkedIn’s algorithm is formed so that we can reach more people more often. I will of course share the results with you so you can try to emulate our performance. If you have conducted any of your own experiments with your own social channels then drop me a note through our social channels.


Facebook

LinkedIn
Twitter


If you’ve any missed previous instalments and want to catch up I've linked them below.

  1. How we’re using Handle to become a social media master – Wk 1
  2. Social Media Master: Attract the right people – Wk 2
  3. Social Media Master: Create the right content – Wk 3
  4. Social Media Master: Refocus the strategy – Wk 4
  5. Social Media Master: Encourage engagement – Wk 5
  6. Social Media Master: Keep on top of progress - Wk 6
  7. Social Media Master: Purpose of Posting - Wk 7


Handle helps you put your business's digital profile to work. Reach more customers, get more sales, save money and get better payment terms.