why 1 million social media followers sucks, webcongress may 2014

Why 1 Million Social Media Followers Sucks

Erica McGillivray Senior Community Manager at Moz @emcgillivray #webcongress

I <3 Community building Social media geekery Pushing boundaries Singing Frozen songs Reading comic books

You

@emcgillivray #webcongress

Your Wants Love your work Excel at it Please your boss/clients Grow your social media followers

Danger Goal

@emcgillivray #webcongress

1 Million Followers or

another follower

expectation

Bought 1,256,382 Followers

Has 0 Friends

Truths

@emcgillivray #webcongress

Harsh truths that, sadly, reflect most

brand’s social media efforts.

Business Follower Averages Twitter: 14,709 followers Facebook: 13,157 likes Pinterest: 229 followers Instagram: 208 followers

@emcgillivray #webcongress

About your message &

how you talk about yourself.

Mailbox

Recycling

Door

Direct to Garbage

I recycle junk mail coupons. Don’t make your social media junk.

Attention Spans Twitter: 18 minutes Facebook: 2-3 hours G+: 3 hours Instagram: 3-4 hours

@emcgillivray #webcongress

The short lifespan of your social

media posts.

Don’t market to everyone. They don’t care about your brand.

Talk to the audience that

does care.

Don’t Panic!

@emcgillivray #webcongress

1 Million Followers

Make sure this is not your

goal.

Tough Talk

Why is my brand on social media?

@emcgillivray ! ! ! ! ! ! ! ! ! ! ! ! !#isum13!

Say No to Reporting Vanity Metrics

But track them for the math!

@emcgillivray #webcongress

Report This! Engagement

@emcgillivray #webcongress

True Social Metrics

Math = Counting

& Division # of actions by followers / # of posts = Rate

Finding a Baseline

Select a time period that makes sense.

Compare against what you’ve been

doing to mark improvements.

Conversation Rate

Who’s chatting with me? How often? What topics are interesting to them?

Conversation Goals

@emcgillivray #webcongress

A simple spreadsheet to calculate your goals & how you’re doing.

Are you keeping up?

SproutSocial

@emcgillivray #webcongress

Compare against your

social competitors.

Amplification Rate

Who’s re-sharing my social media content? Where? And why?

Amplification Goals

@emcgillivray #webcongress

Audience Reach

Buffer

@emcgillivray #webcongress

G+ Ripples

Share top content again

Rival IQ @emcgillivray #webcongress

Applause Rate

Who’s lurking, but liking? Who encourages you? Who gives you high fives?

Applause Goals

@emcgillivray #webcongress

Report This! Relative

Engagement

@emcgillivray #webcongress

What?

As you grow your followers & regular postings, you want to keep pace with connecting to your community.

True Social Metrics

Math = Followers,

Counting & Division

# of actions / # of posts / Followers per 1,000 = Relative Engagement Rate # of actions / Followers per 1,000 = Content Rate

Relative Engagement Goals

@emcgillivray #webcongress

What About Conversions?

@emcgillivray #webcongress

Sales? Try Traffic

Google Analytics

@emcgillivray #webcongress

We drive top of funnel

traffic. Our goal’s related to traffic, not

sales.

Report This! Anything

Important to Your Business

@emcgillivray #webcongress

Customer Happiness

In Q1 2014, Moz sent 362 happy packages to our community.

Team Growth

Moz’s community team went from one primary person to 5 full-time & 4 part-time people since 2010.

2010 2011 2012 2013 2014

Product Feedback

@emcgillivray #webcongress

The top product new

feature requests from our customers.

Reporting

@emcgillivray #webcongress

Reports Tell a Story by

Showing Love, Passion,

& Relevance

Sample Report

Shows both engagement and traffic over time.

We also include

explanations for context & fun photos!

Who’s Listening

Weekly check-ins with your team Monthly reports to your team & company Share quarterly with the world

I want 1,000 conversations

with 100 people, not 1 million

followers & 100 conversations

@emcgillivray #webcongress

Contact Me Erica McGillivray Senior Community Manager at Moz @emcgillivray erica@moz.com http://moz.com/

Resources Social Engagement Metrics That Matter - Measuring, Tracking, and Reporting FTW by Jen Lopez http://moz.com/blog/social-engagement-metrics-that-matter Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value by Avinash Kaushik http://www.kaushik.net/avinash/best-social-media-metrics-conversation-amplification-applause-economic-value/ Beginner’s Guide to Social Media http://moz.com/beginners-guide-to-social-media G+ Ripples Bookmarklet by AJ Kohn http://www.blindfiveyearold.com/ripples-bookmarklet True Social Metrics http://www.truesocialmetrics.com/ SproutSocial https://sproutsocial.com/ Buffer https://bufferapp.com/ Rival IQ https://www.rivaliq.com/ Infogr.am https://infogr.am/

Photo Credits https://www.flickr.com/photos/orinrobertjohn/80698721 https://www.flickr.com/photos/sadiediane/4235308808 https://www.flickr.com/photos/daquellamanera/355061741 https://www.flickr.com/photos/beglen/2464007260 https://www.flickr.com/photos/erix/5683572 https://www.flickr.com/photos/therussiansarehere/3646211340 https://www.flickr.com/photos/falh/3563568771 https://www.flickr.com/photos/maaorg/8009975343 https://www.flickr.com/photos/abby28xyz/469737055 https://www.flickr.com/photos/polandmfa/7374395194 https://www.flickr.com/photos/crdot/6212235831 https://plus.google.com/photos/+WojtekTylu%C5%9BPL/albums/5950980670907190513 https://www.flickr.com/photos/kristabaltroka/8527817179 https://www.flickr.com/photos/wwworks/4759535970 https://www.flickr.com/photos/pagedooley/2121472112

@emcgillivray #webcongress