Remember the saying, “Rome wasn’t built in a day?” Well, think of social media as Rome. Building it requires planning, patience and persistence. Many of you are rising professionals in different parts of the art industry, having already created a social media strategy. Whether you’re a singer or a journalist, “telling it like it is,” there is only one way to know if your content speaks to your audience. In the first part of this social media series, I am going to share with you how.
Know How to Communicate
Having been a singer and aspiring entertainer in my past, I can’t tell you how much I wished to have had a team of marketing professionals behind me. As a “starving artist” my idea was not achievable, so I turned to social media marketing. Though it was free, my attempt to self manage quickly led me no where and here is why:
- I didn’t know my audience
- I didn’t know how to attract an audience
- My content wasn’t engaging
- I wasn’t optimizing any key words
Now some of you might be thinking “well if she knew how to sing, she would have attracted her audience naturally.” However, I am here to tell you that having a large presence in any career involves the selling behind it. In relation to social media, the selling I am talking about is communication.
Know What to Communicate
Social media is social right? It is a form of marketing that requires less shouting and more communicating. You can learn what to communicate by keeping track of your analytics. If you are on a budget, like I was and still am, Google Analytics is a great place to start. If you have a little more to spend, then Simply Measured is the crème de la crème. Here is a comparison chart of the features and costs of both platforms:
|Individual & Multiple Profile Analysis||Limited||✓|
|Social Brand, Keyword & Hashtag Monitoring||Keywords & Hashtag Finder||✓|
|Social Traffic & Web Analysis||Web Only||✓|
|Social Network Button Tracker||✓||✓|
|Comprehensive Social Media Analysis||N/A||✓|
|Real Time Reports||✓||✓|
|Visitor Bounce Rate||✓||✓|
|Cost||$0- 150k Annually||$500 - 2k Monthly|
Know When to Change Your Communication
So, how will all of these features help with your social media presence? Think of it this way, if you are constantly Facebooking, Tweeting and Instagramming, and no one is commenting or liking your posts, then Simply Measured will tell you why in numbers.
When it comes to blogging, I currently use Google Analytics. Google tells me the length of time that visitors stay on my page. If my visitor “bounce rate” is high, then I know to reevaluate my content. I start by looking at other analytics- such as demographics and user interests- and improve any new content based on those numbers.
No matter your social media goals, analytics will help to take the guess work out of your communication. Curated content is made through careful observation, planning and creating. Join me next week to learn about what methods work best for social media professionals in the art industry.