All The Small Things Will Make You (245%) More Effective


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It Can Seem Tough to get Social Media right for your business. When some companies (maybe even your competitors?) have Social Media budgets bigger than the marketing budget of your dreams, where do you even start?

Start Small! Work smarter, not harder. We’ve all heard it before, and it’s part of why you’ve gotten to where you are. Like the rest of your business, doing the basics a little better than the other guy is where you make your money. Social Media is no different. If you’re going to write something, write it effectively. If you’re going to post something, make it count. So how do you do it?

Here’s An Example. Recently, I did a study. Not a big time budget-buster with interns and near-sighted accountants, but one I within my means. And just like I said earlier, I did the little things right.

I try to spend at least an hour a day researching the most effective practices in my industry. There are two subjects that research constantly returns to: 1) How to write posts that are engaging, and 2) How to use timing to gain the most exposure for those posts. After I ran across yet another article on the subject, I decided to formally look into it myself.

Apples to Apples.

First, I found a link to an article talking about the ways timing can affect the effectiveness of a post. Then I shared it. Poorly. I wrote an average lead to the article in my Facebook and Twitter posts. It was apt and descriptive, but flat and unengaging. It broadcast my message, but took the “social” right out of Social Media. To do further harm, I posted on a Saturday morning. Studies have shown that relatively few people are on their social networks at that time, which is unfortunate for small business owners, as most businesses are slow or closed then, leaving more time for extra-curriculars like Social Media. As you may have guessed, my post bombed. Very few impressions, zero interactions. Low visibility, unengaging, ineffective.

Then, I posted the same link again. This time, I made the lead more engaging by using more personal language to connect with the viewer. Then I made the post more intriguing by letting the viewer ‘in on the joke’, as it were. Finally, I asked the viewer a question. All those factors worked together to make my second post more eye-catching and engaging, which was reflected in the interaction it sparked.

Finally, I posted the second update on a Thurday evening, which studies have shown to be a very effective time to post content. The results?

A 245% Improvement! That’s how many more Impressions the second post received than the first. What does that mean to you? It means that in Social Media, doing the small things right can be the difference between being effective and falling flat. Social Media does not have to be intimidating. In fact, as you just saw, resources don’t mean anything if they are not used smartly. Just the same, using what you have smarter than the other guy will get you a long way. Stay tuned for more ways to do that.

Want to see the experiment in real life? See the posts here.

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