When you think of goals for your social strategy, what comes to mind? More often than not, the purpose of your social media channels is eventual conversions in various forms. Although it’s easy to get caught up in the game for achieving likes, the end all be all goal should never be vanity metrics.
Our team here at Trinity Web Media brainstormed together to come up with a ranking for social media conversions. With a proper strategy in place, you should always be looking to prioritize your goals in this order:
1. Direct message of value
2. Website visit/tap
3. Share (or retweet)
4. Comment of value
5. Follow/like
For more on which social media conversions to prioritize, check out today’s Trinity Web Minute with Greg Taylor:
[Transcript]
Hey everyone, Greg Taylor, Trinity web media. Thanks for checking out another bonus episode of the New Marketing Show. some exciting news New Marketing Show, we’ll be coming back in spring of 2021. Now that we’ve sort of figured out how to get everybody together, how to co work and you know, work for social distance, all that good stuff.
But today, I want to talk about social engagement, measuring social interaction, measuring the effectiveness, you know, so me and the team, Kevin Eberle and Nate Baldwin, we all came up with five different ways that you can measure your social media presence, and kind of what’s most valuable when it comes to your social media, you know, engagements, and your online presence.
So let’s, you know, the most valuable thing I think, is a direct message or any type of one to one communication, where somebody is actually reaching out to you, and talking to you specifically about what you’re doing, and asking questions, or making a booking an appointment, or anything like that, any kind of one to one direct message.
You know, using Facebook Messenger, or anything like that, I think is the most valuable form of conversion and engagement, the second one would be a website, visit, a click of a click of your link.
You know, that’s what we’re all doing this for, when it comes to marketing, we’re trying to draw people from from there to here, you know, when we’re trying to bring them into the, the area that we totally, totally, you know, control the environment and control the experience.
A website visit. Third one would be a share or retweet, or any kind of shared content that you’ve, you know, you’ve published, you know, that’s really that saying that somebody is engaged in your brand, somebody is engaged in your message, somebody understands what you’re doing, somebody identifies with you or likes you, you know, because they’re putting themselves out there on a limb and taking your information and your content and pushing it out to the masses.
So it’s one of those things like, you know, there’s a little bit more skin in the game, each one of these things are really weighed by skin in the game, you know, how much engagement how much skin? Do they have? How are they putting themselves out on a line out on the ledge for you, and for your company, etc, etc. The next one would be the fourth one would be a common value.
So I’m not talking about you know, the the biceps or the firecrackers or the fire emoji, or no emoji comments, they’re, they’re not very valuable. I’m talking about somebody who’s trying to further the conversation by either asking you a question, agreeing with you, and affirming what you’re saying, or, more importantly, disagreeing with what you’re saying.
Anytime there’s any type of dissonance there and somebody disagrees with you, what happens is you have the opportunity to take that conversation to the next level with that person and kind of figure out a dialogue between you and them and your audience and their audience, or, you know, your audience and, and everybody else who may be picking it up. So a comment of value.
The last one is a like, you know, a likes are cheap, emotion, comments are cheap. You know, it doesn’t take any kind of skin in the game, like we were talking about, you know, this morning, when we were hashing out this video is, you know, if I post a video, if I post an image on Instagram, it may say that so and so plus 593 other people like something.
So it’s very, very nondescript, you don’t have a lot of skin in the game, when you just go ahead and click light likes or cheap, you know, I know a lot of people will just throw somebody like and make sure that you know, they’re either seen, or you know that the person feels good, better about their posts, etc, etc.
Likes are super, super cheap. That’s not what we’re going for. We’re going for comments and we’re going for shared content. We’re going for website visits, and we’re definitely going for a one to one communication.
Hey, thanks for checking us out on notice video is a little bit longer than most. If you have any questions, drop us a line at Trinity web media, and we’re at Trinity web media.com. We’re always here to talk to you. We’re always here to you know, brainstorm and try to help you take things to the next level.
So be safe out there, and we’ll talk to you soon thanks.
I have hired Greg and the Trinity team multiple times for work on my own websites, and have also hired them to work on behalf of multiple clients. He is simply a pleasure to work with, in every respect. Smart but without the giant ego of some developers, Trinity Web Media works with his clients to achieve their vision in the best way possible — with careful attention to their interests, and thoughtful recommendations based on his expertise. • Susan Baier – Founding Marketing Strategist – Audience Audit