How We’ve Increased Our Social Engagement [New Social Stats]
Up until about four months ago, we didn’t have a designated manager over our social media platforms. We had accounts on both Twitter and LinkedIn, and everyone on our team would pitch in here and there to make sure posts would go up occasionally, but that didn’t lead to a ton of results. We shared our new blog articles when they went live, and we posted a few other relevant things here and there—but other than that, it was usually pretty quiet on our accounts.
In March of 2015, I was asked to manage our social presence with the goal of increasing our engagement (a.k.a. I was asked to actually tweet on a regular basis). So, I did some research on sites like Social Media Examiner and Kissmetrics to find out the best strategies for boosting social growth.
Now that we’ve been consistently posting for about three months, we’ve decided to share our results with you.
Before jumping in, I spoke to Henry (our HubSpot expert and my social media manager) about creating some goals. The top three we decided on were:
- Increase social visits (meaning visits to nectafy.com via our social platforms) by 10% each month.
- Increase clicks and interactions (i.e., mentions, replies, comments, favorites, or retweets) by 10% each month.
- Increase new Twitter followers by 10% each month.
These probably sound like pretty conservative goals—and they are. I didn’t know how long it would take to see any real growth, so I decided to start small. We also made it a goal to consistently tweet 10 times per day, which is way more than our previous routine (3-4 posts per week).
To create our projections, we looked at HubSpot to gather our social numbers from the month of March—these acted as our control group. Because Twitter was already our top performing platform, that’s where we put most of our focus, with LinkedIn as a runner-up.
Based on my research, I decided to share content from other well-known, reputable marketing bloggers, and seek out other inbound marketing agencies to follow and strike up conversations with. For more content, I would cycle through old (but still relevant) Nectafy articles, as well as valuable pieces of marketing advice.
Over time, I worked through how and when to post, and I now have a basic social media routine. On Fridays, I schedule out all of the following week’s posts through HubSpot’s social media tool—currently, that means 10 posts per day, Monday through Friday, for a total of 50 tweets per week. I also schedule one or two posts to LinkedIn per day—5-10 per week. During that time, I also check our inbox to see who has followed us, commented on tweets, or shared our content, and I will reply to any conversations we are part of. In all, this takes about 2-3 hours per week.
Between April and June, our social visits steadily increased by an average of 35%.
Clicks and interactions increased by a whopping 118%.
Our number of new Twitter followers increased by 91% in the first month, but they’ve steadily decreased in the following two months.
Top Performing Tweets
- “We think eavesdropping is actually a good thing! http://hubs.ly/y0KNbp0 #inboundmarketing #contentmarketing”
- “People buy for their reasons, not yours. -Abby Donnelly http://hubs.ly/y0SQ0L0 #inbound #marketing”
- “Inbound Marketing Infographic: What Are People Saying? http://hubs.ly/y0M8770 #inbound #inboundmarketing”
Although these tweets don’t share an obvious common theme, it seems that our highest performing tweets (i.e., the tweets that get the most clicks and interactions) either contain an @mention (so more people see it) or introduce a blog article by using something other than its direct title.
For example, the first tweet on this list (“We think eavesdropping is actually a good thing!”) is introducing the post Become A Modern-Day Eavesdropper With Social Media Listening. Putting an interesting spin on the title seems to grab more attention than simply stating the title itself.
It also looks like people interact on Twitter the most during their lunch breaks—four of the six top performing tweets were posted between the hours of 11 a.m. and noon.
As you can gather from the graphs, we easily reached our goal of increasing visits and interactions by 10% each month, with the largest amount of growth in April.
Most of this growth came by seeking out other agencies, following them, and sharing their content. It’s kind of like an “I’ll help you if you help me” mentality—you follow other agencies, they’ll follow you back. You share their content, they’ll generally share yours, as well.
You can also tell by the graphs that rather than growing, our number of new followers has been steadily decreasing since the initial spike. And to be honest, I’m not sure why. It could be that I’m getting a little lax in looking for new people to follow, or that I’m not engaging in as much conversation as I was initially. Whatever the reason, we’re going to try some new things in an attempt to change it. (Keep your eyes peeled for a potential Twitter chat in the future!)
The Better The Content, The More People Will Engage
Perhaps the biggest thing I’ve learned (that these graphs and numbers won’t tell you) is that the better our content is, the more people will share and engage with it. That may sound obvious or simplistic, but the truth of the matter is you won’t get people to engage with you on social media unless you give them a reason to—that reason is your content. By creating and sharing relevant content that is truly helpful to your audience, you can see positive results.