Pinterest took the social web by storm in 2012... precisely because it's one of the most addictive content-sharing networks known to mankind. And as someone who's not exactly known for being glued to social media all day long, if I'm saying this, you know it must actually be pretty fun -- and useful.
For marketers, the most exciting thing about Pinterest is its ability to drive traffic. Sharing on Pinterest puts you just a couple of clicks away from tens of millions of content hungry desktop and mobile users.
Still, if you haven't had much success on Pinterest, you're probably wondering what you're doing wrong. Most likely, you're sharing the wrong stuff at the wrong times.
Social Media Managers and Online Community Managers... Two Halves of the Same Coconut?
One recent morning I saw a post in one of my LinkedIN groups asking "what is the difference between a social media manager and an online community manager?" Easy, I thought, and offered a quick response on my mobile ... "Social media managers bring the guests (clients, prospects) to the table and community managers welcome them in!"
Ahh, but wait. This may require more words than I can manage on that little screen. So, naturally, I turned to trusty Google to see what others have said on this topic.
Among the first mentions I came across was a CMSWire which discussed the confusion between social media and online community management, and suggested the two roles have become blurred.
Laura AA (as she calls herself) wrote a great book called Giving 2.0: Transform Your Giving and Our World.
There are two key takeaway messages in the book:
- "It's not about how much you give; it's about how you give."
- "A philanthropist is anyone who gives anything – time, money, expertise, passion, networks – in any amount to create a better world."
Marketers don't just measure fans and growth, but build relationships and connect with fans
Even if, for many, current measures of social media marketing effectiveness are still basic, the goal of such programs has gone far beyond simply gaining followers and "likes," research shows.
Social marketing software company Awareness surveyed US marketers in July 2012 and found that better customer engagement was a top business objective for social media. Of respondents, 78% cited that as a leading business objective, followed by 51% who said revenue generation was a lead objective. These objectives focus more on relationship building and tying social media back to business results, showing marketers want to go deeper with their social media work than just counting fans.
Understanding the impact that the content put out on your brand's Facebook page has on your audience is a critical component in objectively analyzing the performance of your Facebook efforts. Conducting the analysis, however, is often easier said than done.
Facebook Insights provides a nice interface which allows you to see a number of metrics related to each post, but there are quite a few other post level metrics that are beneficial to the analysis yet are not visible in the interface. Gaining access to the additional metrics can be done by either using the Facebook Graph API or exporting the data from Facebook Insights.
Once you have the data, it's time to get organized.
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- With Social Media You're Always Being Watched... So Ask Yourself, Should I Post This? [Infographic]
- Facebook Friends of Fans' Information is Key for Marketing
- 6 Ways to Social Proof your Website and Build Trust in Your Brand [Infographic]