At a basic level, there are three things a business should consider regarding its online presence:
- Know what you do.
- Do it well.
- Get found.
Now, let’s focus on the third aspect and how it relates to social networking. Social network marketing can be effective and make sense, but it needs to be strategic, and you must understand why you are tweeting, pinning, or Instagramming. The traffic and interest generated by these platforms should lead users to your primary online representation, which is your website.
Social networking helps build your brand, pique readers’ curiosity about what you are writing, and encourage recommendations to others. It is essential to get traffic to that primary online representation. However, each social network platform offers different advantages. As an author, you must identify which platform is going to work for you and make decisions based on collected data. It’s crucial to measure your efforts.
For a few months, try posting similar content across multiple social network platforms, and then analyze the results using Google Analytics. This will allow you to see how each platform performs, enabling you to make informed decisions about where to allocate your resources.
To track your progress, add the Google Analytics code to each page of your website. The analytics dashboard will display the “Referrers” section under social media, showing where your audience is coming from. This information will help you determine which platforms are bringing in the most audience, allowing you to allocate appropriate resources to the right platforms.
By doing so, you can maximize the return on investment (ROI) in your social networking plan. Focus your efforts on the platforms that yield the best results and optimize your presence for success.