We started blogging to distill our learning each week. It’s been fun but we’re not content to just write into the ether anymore after seeing the impact and influence many of our peers have garnered from their intelligent use of social media. The major questions are how to do you measure “influence” and how do you systematically improve yours?
Luckily there are plenty of great tools and strategies. Google Analytics to track traffic, Klout to track an algorithmic measure of your twitter influence and Bit.Ly to track clicks on your referenced links. As with everything else you want to master, you must use the tools to constantly test your hypothesis about what will improve your metrics. Don’t forget to be clear about which metrics you want to improve (for us it’s the number of responses and amount of traffic).
So how are we going to take this blog and our twitter accounts to the next level? Right now, this blog gets roughly 50 unique readers each week and is growing steadily at 10% per week. You may have noticed that in the past couple weeks I’ve released multiple tweets and Facebook announcements about the same blog posts at different times. It was a test, you guys all passed! We learned from these experiments that releasing the blog at a bad time impacts awareness, and have since learned that mid-week at noon EST is the best time to publish for our audience. It gives the post maximum awareness and allows people time before the weekend to read it, once the weekend hits the readership drops to zero. Another thing we’ve learned from some big bloggers in town is that we need to be more active on other blogs’ comments, be guest bloggers for others and have others guest blog for us. You’ll see both these strategies at work in the coming weeks.
On the twitter front things are different. Success for us is measured in large part by the interaction we get in the form of retweets and engagement in larger conversations with multiple people. Last week one of my tweets about a recipe was retweeted by a handful of followers and got hundreds of clickthroughs and a lot of new followers for us. How do we replicate this success with content relevant to our industry and at the same time enhance our brand? More importantly how do we leverage tweets to reach my talent acquisition goals? It’s a two pronged strategy, first we’re starting to monitor search terms relevant to greetings and the creative community as a whole in order to respond and engage with people doing cool stuff. For instance this past week we reached out to the official funny poet of Wimbledon! Another strategy is to interact with people outside of Twitter. For instance, in one of my personal side projects I’m reviewing every coffee shop in Boulder (bouldercoffee.tumblr.com) and have been using twitter to post “where is Joel at today” posts with a prize for the person who finds me in real life. This has been really successful. The combination of engagement, fun and games and relevance to my highly localized twitter following has resonated well. So that’s my amateurish approach and we’ll see how it works. I know some readers are the country’s foremost social media and community management experts. I’m talking about you @MikeFraietta, @AndrewHyde, @SativaBella, @tcabeen. Use that comment box and give me your thoughts.
At the moment we’re nobodies in social media, but after 3 months completely engrossed in the technology startup community we’re hooked. The value of this medium to propel your brand, enhance your influence and even help gain traction for your product is huge. As with everything, find the people who do it best and learn how to improve.