measure your influence in social media

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So far in this blog we have looked at connecting with your customers, mistakes to avoid, using social media to enhance your email lists and managing a digital crisis. But how do you know that the efforts you are applying are actually being seen and your targeted impact is being achieved? Klout. A social media analytic that measures your influence across social media platforms. Klout provides insight to how and where your social media efforts are reaching and who they are influencing. It provides an overview of where you are gaining the most interest and what posts are favoured.

The following article found on the Digital Marketing Google+ forum http://mashable.com/2011/12/20/how-to-increase-klout-score/ takes us through tips to increase your ‘Klout score’ or social media influence. Since my target audience is digital marketing for sustainable transport it is important for me to become influential in that area. Creating information that is not relevant will not get the desired results and have a very limited impact.

Following these simple steps will help to increase your influence and keep your social media focus in line with your goals:

  • Grow your network. Build a targeted network of people that will be truly interested in what you have to say.
  • Create meaningful content. Make sure your content is worthwhile and worth your audiences time.
  • Capture your audience. Create content that engages and encourages the audience to interact.
  • Connect. Don’t just interact with high Klout scores interact with those lower scorers as well. This give you the opportunity to become more or an influencer.

It is widely debated whether a Klout score really matters however in my opinion if you are reaching your targeting audience and being acknowledged for it then it gives you a good indication of where to continue your focus and where new directions can be taken. For reference a score over 30 is considered reputable and a score over 50 is considered elite.

The following slideshow and articles expand on ways to improve your Klout score and social media influence:

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digital crisis management: handling negative comments on social media

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Negative feedback is a given. Unfortunately and not surprisingly no company is perfect. Knowing how to handle that negative feedback can have a significant impact on the reaction of the client giving the feedback and those who may see and also react to the feedback.

An article from insidefacebook.com found on the Digital Marketing Google+ page takes us through handling negative feedback on Facebook in a manner that can suppress a potentially bad situation rather than ignoring or fuelling a damaging situation or experience. 

Negative feedback is not great in any company however it is significant to how a company related to Sustainable Transport treat with the comments. This needs to be done with sincerity and in a timely fashion. Businesses with sustainable backgrounds are constantly under scrutiny to prove they are walking what they are talking in regards to sustainability. Understanding how to react could even become positive marketing for the company.

The recommendations of the article on handling negative Facebook feedback can be applied to all social media channels. It is imperative to take potentially harmful comments seriously and address them immediately if not the repercussions could be loss of loyal customers or new customers, loss of profits and loss of respect for the company.

The chart below outlines the growth of a negative comment if it is not responded to fast enough:

handling negative comments on social media 

Action is important, the following points outline a simple and effect way to manage negative comments to ensure major damage is not the end result:

  1.  It is most important to acknowledge the comment, as soon as possible let the client know they have been heard.
  2. Next be apologetic, it is important to be sincere. Mistakes are human nature so making sure to apologies quickly and truly can often start to make the customer feel reassured. 
  3. Finally provide direct contact for the client so the issue can be lead away from social media and resolved offline. 

 For more information on handling negative comments follow the links below:

Social media is a great positive promotion and marketing tool however mishandling the negative comments can have an effect which can get out of control and have serious impacts. It is important to be proactive; this will not only keep the customer at least satisfied but also allow for the company to proof against similar issues that could occur in the future. 

Here are some examples of when handling a negative comment incorrectly has had a bad impact:

 

 

how to use social media to nurture email lists

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Social media is becoming the front of successful marketing however a significant 91% of customers check their emails daily according according to an article I read. It is important to know your audience to ensure you’re are optimising your time and not wasting it where your products or services will not reach your customers and especially where it won’t convert to leads.

The article states “email marketing is considered the third overall most effective channel for lead generation for marketers in 2013, producing 13% of all leads”. It is important to continuously develop your email list. Not only does your reach widen it also gives you a broader clientele to listen to and learn from, although my interest lies with sustainable transport broadening my email list allows me to extend my target and reach. I can spread my reach to include focus on sustainable practices and sustainable living – these subjects are still within the larger scope and means I can push my message further.

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There are a few key ways in which to build an email list via social media. Some of the more simple ways include: a dedicated ‘join’ button on each social media page to join a mailing list or offering encouragement such as an incentive to provide email information, an incentive could be as simple as a discount for their first purchase or service. Another fairly simple method would be to have a competition, sign up and in return go in the draw to win.

More involved methods could be to provide information and then offer additional more elaborate information by signing up to the email list. This encourages clients to explore further into the company as well as prompting subscribers.

The final, expressively more engaged option would be to host webinars. This is a way to humanise your business, put a face to your business and offer more in-depth and thorough information as well as providing the opportunity to interact with you customers.

I stress how important Social Media campaigning is; I also stress how vital it is to maintain more traditional marketing strategy such as the email lists. The content sent to customers can be as engaging and informative as you want them to be, they provide the opportunity to convert customers through updates and special offers through email.

Please find below some links for more information on how to use social media to grow your email lists: