EMILY DUNLOP
Head Of Digital Communications, Reckless
ANALYTICS
success. If you’re consistently creating high-quality content that is engaging, educational and memorable, then naturally you will attract more followers and subscribers. This will also lead to users sharing and engaging with your content and the click-through ‘Fake following’ is the evil
correspondent, designed to enable users to buy large numbers of followers and likes. Often used by start-up companies or brands looking for overnight success, ‘fake following’ is now a multi-million- pound-a-year business. But approach with caution. The followers earned by ‘fake
following’ are unlikely to engage with your content and they’re even less likely to be interested in your brand. For the most part, the users aren’t even real people, and therefore the vested interest is just not there. So why do people invest in ‘fake
following’? For the reasons mentioned above: higher numbers = desirability and the perception of credibility.
It’s not only brands who invest in
‘fake following’. Using an analysis tool such as Twitter Audit, we’ve taken a look at two celebs to battle the quantity corner. Kim Kardashian boasts over 48M
followers, however, the audit suggests that fewer than half of these followers are real accounts, giving her a health score of 46 per cent. You would normally expect +70 per cent. This really shows when you look at the engagement levels her tweets receive, averaging around 3,000 likes and 500 shares per post, extremely low given the high amount of followers she has. Comparing this to someone less
mainstream like Kristen Stewart who scores 86 per cent, with only 59K out of 375K being fake, this is a far
Paid Social Advertising
The way Facebook, Twitter and the general social sphere is set up means that brands do have to pay for the exposure they receive. Unless you’re engaging with your audience every day, you’ll soon fade away. Therefore, any social media plan
needs to be balanced with social advertising which will allow you to reach the right quality, thus leading to greater engagement with your content.
Measuring Your Impact
Digital marketing activities like PPC, search, content marketing and SEO are reasonably smooth to monitor
healthier social scoring and she would, therefore, see a far greater engagement rate per follower.
Engagement Vs Desirability
It can be a dangerous move for brands gaining mass followers as Google has spent over a decade improving the algorithms that weed out ‘spammy’ and low-quality accounts, whilst Twitter & Facebook are ramping up the suspension and deletion of any accounts showing evidence of aggressive following or buying methods.
Quality + Distribution = Followers
method for you and your brand? Buying followers is an absolute no-no. It’s like inviting 100 people to your birthday party and only having two people talk to each other. Engagement is the key to a successful social media strategy, and ultimately good engagement and high-quality content will be the driving force in attaining more followers.
and measure your ROI. Social media marketing, however,
Ultimately, it’s all about engagement - likes, follows, shares and comments.
All of these are engagement metrics which, providing you’re consistently creating authentic content and engaging with your audience, you’ll see go from strength to strength. The greater number of engagements you receive determines the value you’re getting brand awareness and ultimately conversions, the objective behind most, if not all, digital marketing activities.
Takeaways
Your social media strategy should focus on creating quality content that is engaging and distributed at earn the highest possible level of engagement. Interact with your followers by
creating a dialogue, being responsive to their questions and share your content.
Invest in paid advertising to
Your social media
strategy should focus on creating quality
content.”
complement and enhance your social media marketing strategy. social media following takes time. However, a strong strategy will and ideas are implemented. Steer away from vanity metrics - bigger is not always better! Last but by no means least, the most important takeaway to remember in terms of the end goal is to focus on quality.
reckless.agency
33 issue 29 winter 2016
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