Social Media Measurements that Matter

“Doing” social media is not enough. We need to know what we want to achieve and whether we are getting there. That’s where social media measurement comes into play. Be sure your marketing strategy includes social media measurements that matter.

Know Your Social Media Marketing Goal

First, you need to know your business goal. If you’re not working towards achieving a specific outcome, you’re not marketing. You’re just using up resources of time, and often, money.

The very first step in getting business value from social media marketing is understanding exactly what you want to achieve. More website traffic? Generate leads? Brand awareness? Etc.

Measurement begins with setting a specific goal.

Pay Attention to the Data

Every social platform and most social media tools give you data. You need to take time to look at the information against your goals. Aggregating data isn’t enough. You need to analyze and extract insight from that data.

Understand Value Beyond Direct Purchases

Be sure you are setting realistic expectations from social media. Not every post will lead to a direct purchase or a phone call, and that’s okay.

Data shows that people are more positively inclined to brands that they follow on social media. You are building a relationship. That connection has long term value.

Not only are consumers more likely to buy from brands they follow, they statistically spend more too. Perceptions are enhanced when people they know interact with your content.

Measure by Listening, Too

When it comes to a social media content strategy, many brands are quick to think about what they want to tell people. Too often, they ignore what people have to say about the brand.

Listening online means paying attention to the conversations that are relevant to you, even if you did not start or directly engage in the content. There is valuable measurement in understanding sentiment and interests, even if the conversations are not on your channels.

With measurement in mind, here are more tips for effective social media marketing.

Should You Verify Your Instagram Account?

Instagram verified badges help people more easily find the public figures, celebrities and brands they want to follow. Because we all want to look our best online, I often get questions about getting a verified badge.

A verified badge is a blue seal with a little checkmark that appears next to your username. So, having that checkmark means Instagram has confirmed that an account is the authentic presence of the public figure, celebrity or global brand it represents.

You can apply for Instagram verification with either a personal account or a business account.

Requesting Instagram Verified Badges

To request an Instagram verified badge, you must be a public figure, celebrity or brand and meet account and eligibility requirements.
  • Log in to your account
  • Go to Settings > Account > Request Verification
  • Enter your full name
  • Provide the required form of identification (example: government-issued photo ID).

Submitting a request doesn’t guarantee that your account will be verified. Once your request is submitted, Instagram looks at a number of factors to determine if you qualify for a badge.

Verification criteria includes:

  • Authentic: Your account must represent a real person, registered business or entity.
  • Unique: Your account must be the unique presence of the person or business it represents. Only one account per person or business may be verified, with exceptions for language-specific accounts.
  • Complete: Your account must be public and have a bio, profile photo and at least one post. Your profile can’t contain “add me” links to other social media services.
  • Notable: Your account must represent a well-known, highly searched for person, brand or entity. Instagram reviews accounts that are featured in multiple news sources, and doesn’t consider paid or promotional content as sources for review.

Once your request for a verified badge is reviewed, you will receive a notification letting you know if your account has been verified or not. If your request is denied, you can submit a new request after 30 days. Caution, Instagram will never request payment for verification or reach out to ask you to confirm your verification.

Currently, only Instagram accounts that have a high likelihood of being impersonated have verified badges.

Increase the Chances – Work on your Digital Presence

Being featured in multiple media outlets increases the chance of getting Instagram verification.  Services like PRNEWS.IO can help you get mentions that help with the Instagram verification process.

Don’t forget to mention your publications and save them in Highlights to make Instagram moderators easier to find them.

No Instagram Badge? No Problem.

If your account doesn’t have a verified badge, there are other ways to let people know you’re authentic.

Link from other official sources

Link to your Instagram account from other official sources, like your website, Facebook Page, YouTube and/or or Twitter. However, don’t link to your other social channels from your Instagram bio. (Instagram does not like that.)

Use your Instagram bio effectively

Have a complete and effective bio that offers a great description to show that your account is authentic and credible.

Go behind the scenes with Instagram Stories

Instagram Stories give you the chance to show the people behind your brand and to give followers a chance to see what’s happening with your brand.

Get followers involved

Encourage customers to tag your business in their posts. Getting shares from real people boosts the credibility of your posts.

Want more? I recently posted some great ideas for using Instagram for your brand.

Relationship Marketing Is Good Business, but Don’t Take it Personally

I’m all about relationship marketing, helping clients to establish effective connections with clients for long-term success. However, I just had an experience that leads me to an important clarification. It’s not necessarily a personal relationship.

Let me explain.

Relationship Marketing Mis-Applied

Comcast recently added service to my neighborhood. Yay! The TV part isn’t exciting, but the 1GB internet speed certainly is. I couldn’t sign up fast enough.

Once the service was installed, my next task was to cancel my Verizon internet and DirecTV services. Verizon was easy. I called and within 5 minutes my account was adjusted.

Then I called DirecTV…

First I dealt with the automated service that, ultimately, needed to pass me on to a person. No problem. When Yolanda came on the phone, she was bright and bubbly. Ok. I told her I wanted to cancel my service.

Yolanda was not happy.

She asked me to clarify. She had me verify my service address at least three times. Thank goodness I know my PIN. After verifying all my details down to my mother’s maiden name, she was silent. Then she put me on hold.

When she came back on the line, she actually asked me “why are you abandoning us?” Really? This wasn’t a personal relationship breakup, it was the end of a contractual relationship. Trying to turn on the interpersonal guilt was silly and not appropriate.

About 15 minutes later, I think I have broken up with AT&T/DirecTV.

Healthy Relationship Marketing for Business

Your business marketing should have a relationship focus. You need to demonstrate to customers that you care about them as much as you want them to care about you. But don’t make the mistake in thinking that these relationships are personal. They are not.

As long as customers need your service they will use you. A good relationship will keep them coming back. At some point they won’t need you anymore. Don’t take it personally, it’s just business.