Social media, as we know, is crucial to a brand’s success and necessary for growth, brand recognition and consumer loyalty, but more often than not social media managers find themselves scrambling to explain the necessity of a social media presence to executives. So how does one explain the necessity of modern social media to a more traditionally minded exec? Check out these BAM! certified and Simply Measured-inspired tips to begin to connect with executives and bridge the social media gap.
Growth is your friend.
Business growth is a phrase many executives are used to hearing, saying and loving. Explain to your execs that business growth happens on social through fans, likes, retweets, followers and engagement.
A good social media manager understands that business growth via a social audience is not simply a numbers game, but a quality game. Explaining to your executive that an engaged and credible audience is a better indicator of quality growth than simply a large number. You’ve heard the phrase “quality over quantity”, maybe now is the time to use it.
Explain social media terms like reach and engagement to your executives in order to help them become more comfortable with the social media management process.
Reach, to put it in executive-friendly terms, means how many eyes have a chance of seeing a post of yours. This is where quality over quantity comes in; an audience with their own quality audience matters for total impressions.
Engagement, simply put, is the way in which your audience responds to your creatively crafted posts and tweets, and how you continue conversations with their responses and comments. Engaging with an audience is crucial to a company’s overall growth and is an indicator of strongly crafted content and expertly timed postings.
It’s all about the Benjamins.
Revenue is to executives as bootylicious is to Beyonce. They’re pretty synonymous. Explaining to your executives that social media can bring in the dollar dollar bills (y’all) is necessary for bridging the social media gap. The best way to show how social media gets the guacamole is through good ole conversions.
Website visits, more often than not, come from a social network. Explain to your executives that other than for engagement, brand growth, and reach, social media is often times a stepping stone to website visits and page views! Having a website is great, but having a social media presence to promote the website and the company itself is even better.
Twitter, Pinterest, Instagram and Facebook have made it incredibly easy to increase your sales and sell more products through ‘buy’ button clicks and simple product promotion. This simple metric is easy to track and proves to executives how social media can directly increase revenue.
Keep your friends close and your competition (enemies) closer.
Explaining that you can get a strong sense of how a competitor is doing in their overall business ventures from their social media pages, follower counts, and engagement measurements will prove to be a mind-blowing tactic to executives who are used to secretive facts and figures.
Audience size and quality of fans is a huge indicator of how well your brand, and your competitor’s brand is faring in the social world. Keeping tabs on your competitor’s numbers and types of followers is a great way to keep your brand on track while measuring the competition.
Engagement, as all social media managers know, is crucial to a brand’s success in social media. Are your competitors engaging with shoppers? Are they retweeting positive reviews and answering questions quickly and thoroughly? Strong engagement equals a strong brand and the better you engage, the better your company’s social media presence.
Comparing your audience size/quality and overall engagement against other like-minded brands is a great way to show your company’s standing in comparison to competitors. It can highlight strengths and introduce you to any sort of weaknesses you may have.
By Katie FitzGerald, Inspired by Simply Measured’s Social Media 101 for Executives