Are your Social Media Efforts Paying Off?

One of the most common questions we receive about social media marketing is, “How can I tell if it’s working?” It can be hard to measure the success of social media because it can be a challenge to track goals like brand awareness and credibility. We offer our clients complimentary analytics reports every month to show them exactly what their social media efforts are accomplishing for them and how they can quantify the return on their investment–but if you don’t have an awesome team like ours measuring your success, how can you be sure you’re doing the right thing? 

There are several things you should take into account when doing an audit of your social media marketing efforts. They will, of course, depend on your goals as a business, but there are many standards that apply across industries.

The first thing you should think about: is my audience hearing from me frequently and consistently? This is an important thing to take into consideration whether you are trying to establish yourself as a thought leader in a certain field or attract customers to your diner. If people are following you on social media it’s because they want to hear from you. Providing regular updates is a big part of keeping your following happy and informed.

The next thing to check out is your branding across platforms. We see brands having major troubles with consistent branding. If you are on Facebook, Twitter and Instagram, your users should be able to identify you by a username pretty close to your business name and a logo that looks the same (but hopefully cropped and resized according to different platform requirements) across all your accounts. This helps users quickly identify that they are looking at the correct person/business/organization and cannot be understated in importance.

Another aspect of social media posting that we focus on is post appearance. All social media is visually-driven and there really isn’t room for silly mistakes like bad formatting and incorrect grammar. Formatting posts across platforms is not something that comes naturally to anyone–it’s a matter of knowing the intricacies of each platform and tailoring the posts to look as visually appealing as possible. Contact us if you need formatting help, we have a beginner’s guide that will show you everything you need to know!

The last element we’ll cover in this blog is engagement. Many people think that as long as they reply to comments and messages on social media then they are doing their part in engaging with their audience. But really, engagement encompasses a lot more than that.

The power of social media is its social aspect. Just posting to your profile is usually not enough to spark high levels of interaction with your customers, and for good reason! People like profiles they follow to chime in on conversations they care about, not just promote themselves all day long. This means joining in on relevant Facebook groups, Twitter chats, LinkedIn groups, trending Instagram hashtags, etc etc. If you aren’t interacting on social media then it’s unlikely that people will be interacting with you!

Sometimes it can be hard to step back and critically evaluate what you should change about your social media marketing efforts. That’s where we come in! Sign up here for a FREE, full social media audit so that our team of professionals can give you some expert insight into what’s working and what isn’t.

Tutorial: Create a Snapchat Geofilter

You’ve probably seen Snapchat geofilters before. They are the creative frames and location-based titles that you can swipe through every time you take a picture on Snapchat. Snapchatters use them to add context and originality to the stories they post or the pictures they send. But did you know that you can actually pay (on average about $15 – $20 per day) to have your company’s own geofilter appear on people’s Snapchat pictures?example of a geofilter over a picture of latte art

Creating a geofilter for your business is easier than you might think. Although any business can create a geofilter, they are better suited to certain types of businesses. Companies that have physical locations, and target a younger, mobile audience are well served by advertising on Snapchat.

Imagine you own a local coffee shop and your baristas make beautiful latte art for patrons every morning. It’s likely that your customers are already taking pictures of your product because who can resist adorable foam creations? With a Snapchat geofilter, your customers can take pictures of your drinks on Snapchat and swipe to overlay your brand on the picture. That way, whoever they send it to will see exactly where these artistic drinks are coming from. You’re basically enabling your customers to become part of your marketing strategy!

If you think your business might be the kind that could benefit from a custom geofilter, keep reading! We’re going to break down exactly how to create one.

Step 1: Design Your Filter


To begin making your own filter, visit the Snapchat Geofilter website. Here, you can choose between a community geofilter, personal, or business. Because the Business section allows branding, that’s the one to choose.

This is where the creation process begins. Here, Snapchat has plenty of pre-made templates for your business. At the top left, you can scroll through their categories and see the templates below each. Once you choose one (we chose just text) you can edit certain elements. By double clicking on the text, a menu will pop up giving you the option to change the color or the font family, give it a glow, or delete it altogether.

You can also choose to upload your own photos to the filter, so long as they comply with Snapchat’s submission guidelines. At the top right there is an ‘Elements’ section. This would be a perfect place to upload your logo as a .png if you have one!

 

Remember that you can click and drag your text and elements around the screen template. You can also add as many as you would like and resize each to your liking.

If you’re curious as to what your geofilter looks like with an actual picture in the background, don’t worry! Snapchat covered that, too. Just click the left or right arrow next to the phone and they have an example photo. This is a much more accurate representation of your geofilter, instead of looking at it over a boring gray box.

Step 2: Schedule Your Filter

Once you’re happy with your template, you’ll move on to the next step: dates. This is where you’ll decide how long you want your geofilter to run.

Deciding how long to have your geofilter active is going to depend on what its purpose is. If you are using it for a business event, such as a fun run for charity, you may want to have an event geofilter start 30 minutes before your event and end 30 minutes afterwards. If you’re promoting something coming up, you may want to run your geofilter for a week or so before your event.

Snapchat also has an annual option that will automatically renew. The benefits of the annual geofilter (besides the discount) are the reporting and metrics. You can also change your geofilter at any time to align your branding with timely events or trending topics.

Step 3: Map Your Filter

The next step is drawing a fence around where you want your geofilter to be applied. You can enter in an address to get the map centered around the location, and then click the “Draw Fence” button at the bottom of the map. Drawing a fence isn’t as simple as clicking and dragging; it’s a matter of placing four or five dots around your area until they all connect. In this example, we’ll use Arizona State University as our location.

You’ll know that your fence is complete when the area inside of it turns green. If it’s red, this means that your fence isn’t large enough – Snapchat has a 20,000 square foot minimum for their fences. Keep in mind that the larger your surface area, the more costly the geofilter will be. You should draw your geofence a little bigger than your business, to make up for the sometimes inaccurate technology of geofencing. However, your geofence only needs to cover your specific location. The idea is that people in a targeted area will be more likely to use it because it is more relevant.

Step 4: Pay and Enjoy!

Once you’re happy with your price, selected area and times, the final step is the payment. When the payment is received, Snapchat will review your filter to make sure it is within their guidelines and within a few days, you will have your own Snapchat geofilter!

If you find yourself struggling to get your Snapchat geofilter just right, you can contact us and we will help guide you.

September 2017 Trending Social Media Holidays

If you’re not able to invest in paid social media campaigns, you may notice that getting the type of exposure and reach you want is a bit difficult. Certain social media platforms are increasingly pushing down organic content in favor of sponsored posts. One way you can capitalize on the organic reach of your posts is by leveraging content tailored to trending topics and holidays.

Now, we aren’t talking about bank holidays. In fact if you’ve paid attention to the “Trends for You” section on your Twitter feed, you may have already noticed that on most days there is at least one social media holiday trending.   Trending topics and social media holidays are a great opportunity to either leverage your existing relevant content or to create additional content with a call to action.

You may run into danger if you’re trying too hard to relate yourself to each holiday. Not every social media holiday is right for each business, but do take advantage of those opportunities that do overlap with your messaging and goals. For example, if you’re in the education market, you may want to create a creative campaign around “International Literacy Day” on September 8th. If you have an original podcast to promote, September 30th’s “Podcast Day” is a great chance to market yourself.  Keep those and the rest of these September 2017 dates in mind when putting together your content calendar this month.

We’ve also included the popularity score of a few related hashtags (courtesy of Hashtagify.me) to keep in mind when writing your posts.

September 2017 Social Media Holidays

September 3 – World Beard Day

#WorldBeardDay

Popularity score: 41.2

#BeardDay

Popularity score: 21.2

September 4 – Labor Day

#LaborDay

Popularity score: 59

#LaborDayWeekend

Popularity score: 51.5

September 5 – International Bacon Day

#BaconDay

Popularity score: 37

#InternationalBaconDay

Popularity score: 32

September 6 – National Read a Book Day

#ReadABookDay

Popularity score: 30.6

#NationalReadaBookDay

Popularity score: 28.5

September 8 – International Literacy Day

#LiteracyDay

Popularity score: 35.1

#InternationalLiteracyDay

Popularity score: : 34.7

September 12 – Video Games Day

#NationalVideoGamesDay

Popularity score: 29.6

#VideoGamesDay

Popularity score: 28.7

September 19 – International Talk Like a Pirate Day

#TalkLikeAPirateDay

Popularity score: 53.6

#TLAPD

Popularity score: 29

September 20- National Grandparents Day

#GrandparentsDay

Popularity score: 40.1

#NationalGrandparentsDay

Popularity score: 26.3

September 21 – Day of Peace

#InternationalDayOfPeace

Popularity score: 37

#DayofPeace

Popularity score: 22.7

September 22 – First Day of Fall

#Fall

Popularity score: 66.4

#FirstDayofFall

Popularity score: 37.9

September 30 – Podcast Day

#PodcastDay

Popularity score: 34.6

#InternationalPodcastDay

Popularity score: 34.5