Thursday, August 16, 2012

Add It Up For Yourself


There's a whole lotta scorin' goin' on. Ask people to define social media influence and you'll probably come up with a different answer for every person who answers. Obviously, Klout has their measurement and Hubspot has Twitter Grader and there are other sites and other tools like FB's own Insight and Google Analytics.

These Are Not The Metrics You're Looking For

You wanna know how influential you are? Experiment. Tweet something like a giveaway. Tweet it different times throughout the day and see what kind of response you get. Now post it on Facebook directly ('cause we've learned that FB penalizes status updates that are made with 3rd party apps by burying them) and see what kind of response you get. Keep experimenting by changing up the times, the wording, etc. And see what response you get.

Be patient and do this for a while with different content. Don't forget to include comments/views from your blog or YouTube channel (How many? From whom?).

Put together a spreadsheet and keep track what you're doing and what the results were. At the end of a few months, review the results. Compare your results with what Insights and Analytics tell you. Now think about what you've learned and design a new experiment that tests your theory about how your community is responding to your efforts. Rinse and repeat.

Yeah, it's a lot of work.

Finding your influence is a drawn out process because developing influence is a drawn out process. It involves:

  • establishing a presence
  • maintaining that presence actively (engaging with the community)
  • maintaining that presence consistently (staying on message while providing varied content)
  • collecting information about your interactions
  • putting your information together and drawing a conclusion
And all of these steps, except for the first, are continuous.

Advice is Cheap

I get a new admonition about social communications practically every day. The latest one I read told me that companies should never broadcast the same content across all platforms. Well, I'm in violation of that one, and probably will continue to be. When I find something interesting, first thing I do is Tweet, FB, G+ it. And then I may post it to Linked In and Pinterest in slightly different ways. Why? Because my audience is not the same on these platforms. The people I talk to on Twitter are 98% different from those in my G+ circles or in my FB list of Friends. And it's more like 99% on Pinterest. Different platforms appeal to different people. Only nut cases like me will maintain a presence on several platforms at once, and even we have preferences.

So take all social media advice (including mine) with a grain of salt - the only measurements that mean anything are those you arrive at yourself based on your continuing interaction with the people you meet and converse with online.

Related Writings:

Looking Beyond the Numbers by Danny Brown at Jugnoo
Social Scoring by NetLingo

By The Way

I heard recently that a big studio in Hollywood is being sued by some of their interns for not paying them to work. Be aware that, because of the now astronomical costs of student loans, people willing to work for credit are likely to be more scarce than ever, and budget accordingly.

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