Welcome first time poster Cecelia Mecca with her time saving ideas for any of us who might be busy. =) Like all of us!! Read on…
Busy Authors Should Simplify Social Media Efforts by Analyzing What Works and Focusing on the Intersection Between High Reach and Engagement
As marketing efforts for authors and other industry professional begin to look beyond reach to engagement, a shift in thinking about the purpose and management of social support for our content and campaigns is needed. Whether you’re launching a new book or building and sustaining interest in your own platform, engagement is key. It’s not enough any longer to set up a hashtag, analyze reach or impressions and consider a campaign successful. In addition, with content more prolific than ever, finding ways to cut through the noise is essential.
On the other hand, if you are not reaching your target audience, it is impossible to engage with them. Both are necessary metrics to consider. For example, your Facebook insights include both reach and engagement for a reason. Of course, you must regularly consider your insights in order to glean information from them.
If your reach is down on a given week, start by replicating your most popular posts. What trends do you see? What media type is doing well? What do posts which reached the audience have in common? Then shift to look at your engagement on those posts. Which had both high reach and engagement? Which posts did your audience engage with most? By looking at each metric together and individually, you can begin to replicate patterns since there really is only one golden rule when using social media to amplify your content. Find out what works and do more of it.
This means you should be continually looking at your data, tweaking headlines and messaging, testing media types and refining your messaging. There are a plethora of paid tools to do this, but I’ve found the native analytics in each platform—Facebook, Twitter, Instagram, Pinterest—serve the purpose. If I did pay for any social media analytics service it would be Iconsquare for Instagram. However, I firmly believe less is more, and of every service I’ve used in the past, Buffer is the only social media marketing tool for which I shell out the cash.
Speaking of Buffer, one often overlooked element of social media marketing is post times. Much has been written on the best times to post on various platforms. For instance, Coschedule wrote an extremely comprehensive post the best times to post on social media last year. But since I am a fan of keeping things simple, I utilize a free tool which gives me the best time to post for my own audience. Sign up for a free account, use their optimal scheduling tool, and voila. If you are a paid user, you can automatically set those times as your posting schedule. If not, jot down the times and schedule manually. You can check various platforms and tell the tool how many times a day you wish to post. (Hint, more on Twitter.)
Other ways to optimize your social media scheduling include migrating to a business account on Instagram for insights. If you have not already made the switch, learn how to do so here and then utilize the business account insights to find out when your users are online. This information can be extremely valuable since posting at the optimal time on Instagram can mean the difference between catching a like or comment and being completely overlooked.
On Twitter, try as often as possible to stick to a schedule. As mentioned above, posting more often on the network that moves faster than most is not only good practice, it’s is essential. Convention advice touts 3-5 tweets per day, but I personally stick to 5-7 while following the 80/20 rule for promotional tweets. This translates to one promo tweet per each five that are sent out. And if you find it difficult to stick to a schedule, try even a few scheduled tweets during the week when the social network is busiest. Each morning I use Feedly to find, read and tweet articles my audience may find interesting and engaging. These are always the first 1-2 tweets per day.
And if you’re a Pinterest user, you already know Saturday is the key day to pin. For that reason, pinning each Saturday morning has become a part of my weekly routine. While some prolific pinners are getting out more than 30 pins per day, I am happy with 5 since this is the platform I utilize least.
Authors are busy. Between writing, editing, outsourcing, marketing and analyzing, determining the effectiveness of their social outreach is only one of many tasks they complete, sometimes on a daily basis. So keep it as simple as possible, look at the data, understand the importance of engaging with your audience and increasing engagement by posting at the right times, be “relentlessly helpful” as Tim Grahl puts it, and always analyze what works.…
Join us on Friday for Laurie Schnebly!!!
Bio: Cecelia Mecca is the author of medieval romance and co-owner of iConnect, an influencer marketing agency. She loves in Northeast, Pennsylvania with her husband and two young children and launched her first historical romance this month.
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- Weekly Lecture Schedule April 22-26