Social Media Master: Purpose of Posting - Wk 7

We like to practice what we preach here at Handle. As a small business ourselves, we use our own Handle account to monitor our digital profile. This is the seventh instalment of a weekly series reflecting on how I have used our Handle social report to improve our social strategy and gain results.

This week I have focused on the recent upgrade to the Handle social report, what the deeper insight tells us and how our content helps engage our audience and support our customer acquisition activity.

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

In order to activate our new social report we had to reset our existing report and reconnect our social channels. This means we lost our previous score data in Handle but as we’re tracking this offline and also via this blog that wasn’t an issue for us.

What this has allowed me to see is how the last 3 weeks have influenced our overall social score and also importantly how that is now broken down separately across our Facebook and Twitter accounts.

If your account is older than 9th March 2017 then like us, you’ll have the old social report. If you want us to upgrade you, then just let us know. Remember to make a note of your current scores before we reset your social report so you can compare your performance.

Key stats:

  • Our score has risen to 715! Which puts us higher than the average Handle user.
  • Twitter followers: 298
  • Twitter following: 279
  • Facebook likes: 55

New updates

There have been some exciting new updates this past week. Each individual metric in the social report is now split out for Twitter and Facebook, making it easier for me to analyse each channels strengths and weaknesses.

Let’s take a look.

Facebook

Our Facebook follower strength is extremely low, but this isn’t surprising as we’re struggling to drive volumes of likes to the page. Our update frequency and engagement scores are high though so the followers we do have here are generally pretty engaged with what we do. Obviously this highlights that I need to focus on a strategy that will increase the amount of page likes whilst maintaining the same amount of engagement and update frequency.

Twitter

Our Twitter follower strength is higher than the average Handle user, which suggests that within the small business arena we are at a good level to progress.

Over the past few weeks Handle highlighted that our engagement levels were low, but the new, refined calculations and our recent employee advocacy efforts have led to an engagement rate that is now considered very high.

During the update process we analysed 100s of different social accounts and re-calibrated what ‘good looks like’ to make a higher engagement score more accurate and also more attainable. This calculation also scales accurately to reflect engagement levels of social accounts of all different follower volumes.

Content

To continue to keep on top of our content schedule (you can download the content schedule tool in this blog), I have been mapping out our content to make sure that each post is aligned to our purpose. We don’t just want to be making content for the sake of it, it needs to be informative, useful and interesting to our customer.

For example, Handle’s customers are small business owners that want to improve their digital presence. To help them along the way, I have been creating content that informs users how to use Handle to improve their social media strategy. (Hint, it’s this blog series).

Download my content map here.

As part of the content mapping, I use the marketing funnel theory to purpose each piece of content. There are three stages to the Marketing Funnel:

  1. Awareness (TOFU)
  2. Evaluation (MOFU)
  3. Conversion (BOFU)
The awareness stage is where a prospect becomes aware of a problem that they face. For Handle, this is the stage at which small business owners realise that they need to improve their digital profile to gain more customers and grow their business.

The evaluation stage is where a prospect evaluates their options for correcting their problem. They will information search, look into competitors and evaluate which option is best for them. At this stage for a Handle prospect, we provide content that proves why they need Handle to improve their digital profile and how it benefits them.

The third and final stage is conversion. At this stage, the prospects have worked through the other two stages and are ready to purchase from your business. At this stage for Handle users, we create content to prove how valuable Handle is for small businesses with customer testimonials and tools.

When content is created for each of these stages, it works as a mechanism to push through prospects and turns them into paying customers.

For more information on The Marketing Funnel, check out this blog by The Digital Marketer

As well as focusing on funnel content, I have also been aligning our content to the current SEO strategy. Keywords are used throughout each piece to work towards enhancing our current SEO status. This will be expanded upon in an upcoming website series, so keep your eyes out for that!

I’ll continue recording our social media progress over the next few weeks in this blog series. If you've missed our previous posts click the links below to catch up.

  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


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