Category: Social Media Marketing

MATT: In my training, I do an informal poll asking people what their frustrations are about analytics. And especially when I get a lot of social media managers, their number‐one frustration is having to justify what they do. The problem, as we’ve just gone through, is they’re bringing platform metrics to analytics. They’re not connecting…

GREG: Yes. And we’re walking around it, but I think we are going to have to go right to measurement. Because if you aren’t measuring what matters, then you never know if your old ad has worn out its welcome or this particular message just didn’t resonate on social media. Avoiding Vanity Metrics So, there…

MATT: All right, Greg. Next on our agenda is social media advertising, which we’ve been forced into using over the past few years. GREG: Do we have to make them richer than they already are? I’d prefer to focus on organic content. You know, the posts, videos, and photos that users, businesses, and brands share…

MATT: That’s why I’ll call this next section the “spittin’ facts” section because it’s about the top social media channels “today,” which is hilarious. We could have said this month, but here’s where we are right now. GREG: I know. In May 2022, Michael Stelzner of Social Media Examiner had just published the “2022 Social Media Marketing…

MATT: All right. So, before we tackle social media channel management, Greg, we have to share a little history of early social media channels. Early Social Media Channels What I think is interesting about the history is that there used to be distinctive categories of social media, and those distinctions are being eliminated or adopted…

MATT: This brings us to the next section: describing social media marketing strategy and planning. So, can social media impact your business goals? How Social Media Impacts Business Goals GREG: It should, but way too often it doesn’t. One of the things that a strategist should do at the beginning of any campaign, let alone…

MATT: There we go. So, the next thing we deal with is the organizational structure. And how you deal with social media is going to be different based on the size of your team. You alluded to this before. Who’s in charge? Where does it fall? So, for organizations with small marketing teams of two…

MATT: Yes. here’s Wikipedia’s definition. GREG: That’s not a bad definition. But I will tell you that when people use the term “social media” today, there are two definitions that float around. One includes Facebook and anything that they’ve acquired like Instagram. But somehow it does not include YouTube. Oh, no, no, no. YouTube’s in…