What’s the ROI of a Tweet?


I can’t believe people are still saying things like this.

I started my career in PPC ads, so I understand and love a positive ROI as much as anyone.

However, times have changed. This is 2016 and you cannot afford to ignore social any longer.

If you’re not seeing an ROI on your social media, something is terribly wrong. You’re asking the wrong questions, looking at the wrong metrics, doing the wrong things.

Before we get into that, let’s consider a symphony orchestra.

ROI of a Violin

The orchestra’s goal is to create beautiful music. The composer puts the notes on paper, and the conductor gathers various musicians and instruments to come together to create beautiful music.

How do you measure the ROI of each individual source of music?

Does the Violin deliver the best ROI?
Or is it the percussion section?
How many flutes do you need to produce that angelic sound, 2 or 3 or 4?

The answer is – You cannot measure it. All of the instruments work together to create beautiful music.

It is the power of integration that makes beautiful music.

When we put this in a Social Media context, the goal is to drive traffic, generate leads, build authority, so people get to Know Like and Trust you.

How many social media posts do you need?
How many tweets?
How many emails in your autoresponder?
How many blog posts will it take?

Every piece of the orchestra plays its part in making beautiful music, and we cannot measure their individual ROI.

In 2016, it is the same with Social Media.

The average business can not run a stand-alone FB ads campaign and expect stellar results for very long. It might work for a day, a week, or a month, but your business cannot rely on it as a steady stream of traffic.

Now, with social proof, online videos, live feeds and more – you absolutely have to be present on social media – in front of your audience – in a real and authentic manner – CONSISTENTLY.

Your content needs to be syndicated across all social platforms to connect with your customers who are there.

You already have enough content.
Most Entrepreneurs do.
But it’s just sitting there, hiding away on a server somewhere.
Drag it out.
Schedule it in Hootsuite or MeetEdgar.
Get it in front of your people – QUICK.

Social traffic takes work. But you don’t have to (and probably shouldn’t) be doing this on your own.

Just like an orchestra, a proper social traffic strategy needs a professional “Conductor” to oversee and implement a plan that delivers consistent traffic, leads, and sales to your business.

I can help you find a Conductor.
I cannot help you if you’re still expecting to measure the ROI of a Tweet.


Stop trying to measure the ROI of a violin.
Instead, measure your ability to create beautiful music.

All the best,

[Video] Small Business Tips for Facebook Pages

Here are my top tips for Small Business marketing on Facebook Pages:

1. Fill out your “About” and “Info” sections
2. Include clickable links to your website
3. Ensure all photos are uploaded with a description using the business name or keywords or phone number or website link
4. Once a week, add photos of new stock, customers, jobs in progress, staff, etc
5. Ask questions & engage with customers
6. Tag suppliers & clients in your updates
7. Make it easy to contact you

Have fun, be yourself, and enjoy!!

5 Ways To Effectively Engage Your Audience For Maximum Impact

What is a Facebook like worth?

How well are you engaging your audience on social media? (Image: Flickr)

Many marketers are focused on growing their following and email list, and on getting more sales.

These are all good things to prioritize. But in an attempt to justify the business value of social media, there is one largely overlooked aspect of social media marketing: engagement.

At first, you might wonder what difference a few likes or retweets is going to make.

As it turns out, the impact can be significant. Engagement is a valuable amplifier of the effort you’re already putting into social media, and prioritizing it will maximize your results.

Here are five ways to effectively engage your audience on social.

1. Determine Where Your Audience Is Hanging Out

It seems obvious. If you’re marketing on the wrong platform, it doesn’t matter how often you post or how valuable the content is. You aren’t going to get the kind of engagement you’re looking for.

If your business has been up and running for a while, and you have Google Analytics installed on your site, it shouldn’t be hard to determine which social channel most of your traffic has been coming from.

Unsurprisingly, many businesses discover that Facebook and Twitter are among their best performing sites. But if you want to do a deep dive into other platforms, planned experiments are a good way to uncover other opportunities.

Bottom line – you have to go where your target audience is to drive up engagement.

2. Deliver Content Your Audience Wants

Having determined where your target audience is hanging out online, you need to strategically share content that answers their questions or offers insights into things that interest them.

Capturing and holding attention can be a daunting task, which is why starting in a niche can be beneficial.

Focus on creating content that educates, entertains, enlightens, or does all of the above. Create in-depth articles and behind-the-scenes footage that your followers can’t find anywhere else.

Immerse yourself in your industry and stay current with trends and relevant questions.

3. Measure & Improve

If you’re posting consistently and reliably, you should have some data around what kinds of posts are performing well. Facebook Insights, for example, offers fairly comprehensive data around post reach and engagement numbers.

Stop shooting in the dark, and start analyzing data. Use a tool like BuzzSumo to see what kind of content is appealing to your audience and getting shares, and create more content like it.

You can greatly increase the effectiveness of your social media marketing by keeping tabs on what’s working.

4. Leverage Different Content Mediums

Social media sites are constantly adjusting their algorithms for what is shown in news feeds. One day, video is performing extremely well on Facebook, and next thing you know they start giving less weight to it.

But if you do a good job of leveraging different content types, you can continue to increase your reach and visibility while mitigating the dangers of relying on one type of content. By using text, images, videos, and other forms of content, you can maximize engagement.

5. Make Strategic Use Of Hashtags


Are you using hashtags strategically? (Image: Flickr)

Stop guessing what hashtags are working. Hashtagging effectively can have a significant impact on engagement, but many marketers don’t put any thought or strategy behind which tags they’re using.

Use a tool like Hashtagify.me to discover underutilized opportunities. Use tags that are easy to spell and remember. If you’re running a specific promotion or campaign, make sure someone else isn’t already using the hashtag you’re planning on using.

Then use a tool like Sprout Social to keep track of conversations related to your hashtag.

Final Thoughts

Engagement is the fastest path to added exposure as well as new leads and customers. You can show up in more places more effectively by getting your audience to interact with and share your posts.

If you want to get the most from your social media campaigns, it’s time to start figuring out how you can consistently drive up engagement.

By the way, if you’re looking for help with your social media strategy, make sure to get in touch with us. We look forward to hearing from you.

How To Host Your Own Q&A Sessions

Woman with tablet and laptop

Are you ready to host a Q&A session on social media? (Image: Flickr)

A Q&A session is a great way to connect with your social media audience.

But there are definitely a few things you should be aware of before hosting your first event.

Here are some tips on how to plan and organize an effective Q&A session.

Send Out Invitations

Although hosting spontaneous Q&A sessions might work in some instances, most businesses would do well to get the word out beforehand and make their audience aware of the Q&A opportunity.

You can send out emails, post updates to social media, and publish new posts to your blog promoting your upcoming online event. Make sure to cover all of the basics – when, where, what, how and who. Promise to make it a fun and engaging experience.

Make sure you know what social media platform you’ll be hosting your session on. Look into the options available to you and choose one – Google+ Hangouts, Twitter, Facebook, and so on.

Prepare For The Q&A Session

Man on laptop pondering

Make sure you are ready for whatever comes your way. (Image: Flickr)

Once the Q&A session goes live, you won’t necessarily have the opportunity to scan all of the questions and carefully consider what your response will be. If you know that members in your audience have the potential to ask any difficult or controversial questions, make sure to prepare your responses in advance.

Don’t forget to clear your schedule for the session and staff the event adequately. Although it is unlikely that you will be overwhelmed with too many questions, it’s good to be prepared and have multiple respondents if you find yourself unable to keep up. Set a time limit – 45 to 60 minutes is manageable, and often more than enough to get common questions answered.

Furthermore, make sure to choose a platform that’s right for you. On Twitter, there’s a 140 character limit, and it’s easy to post quick responses to questions coming your way. Facebook allows for longer questions and responses. And if you’re going to host a Google+ Hangout, you’ll want to put a basic structure in place for questions. You can have viewers ask questions verbally or type them into the chat box.

Set The Stage

Make sure to send out one last reminder about your Q&A session before it goes live – five to 10 minutes beforehand is adequate. Remind your audience that they are the focus, and that you are interested in fielding their questions.

If things are a little slow at the start, get your employees to throw a few soft balls your way. You could also post some trivia about your company to engage your followers.

If you’re adequately prepared, your Q&A session should go off without a hitch!

Do’s & Don’ts

Here are a few quick do’s and don’ts when it comes to Q&A sessions:

  • Do: plan in advance. Make sure you know what social media platforms your audience uses, and market your event well.
  • Don’t: try to wing it.
  • Do: get the right people to host the session (i.e. people who can actually answer the questions being asked).
  • Don’t: try to answer questions you can’t. Don’t give knee-jerk reactions to negativity either. Take difficult or in-depth questions offline or answer by email.
  • Do: use an effective and appropriate hashtag. If you choose poorly, you could end up with a lot of backlash.
  • Don’t: assume people won’t take your hashtag out of context. Make it as simple and easy-to-understand as possible and mitigate misinterpretation.
  • Do: prepare for negativity.
  • Don’t: argue with trolls. Thank them for their perspective and sense of humor.

Final Thoughts

To summarize, you can organize an effective Q&A session by following these three simple steps:

  1. Set a date, send out your invites, and promote your event.
  2. Take some time to prepare – make sure you are ready to handle negativity and that you are adequately staffed.
  3. Set the stage for the session. Send out a final reminder and make your audience aware that they are the focus and can ask any question they want.

By the way, if you’re looking for help with your next social media campaign, don’t hesitate to get in touch with us. We would love to hear about your next project.

Why You Should Leverage Your Social Media On Your E-Commerce Site

A woman browsing e-commerce site on tablet

How are you leveraging your social media as an e-commerce business? (Image: Flickr)

There are many businesses out there competing for the same market you’re serving.

Even if you lucked out and somehow found an e-commerce niche with little to no competition, it may not be long before someone else discovers the opportunity and becomes a competitor.

You can’t just compete on price or shipping times anymore, since someone will always be cheaper, and someone will always be faster. As result, customer loyalty can be hard to cultivate.

But there are still opportunities to differentiate your business and stand out from the crowd – in particular, the content you create and the social media presence you build. It just so happens that the two intersect in meaningful ways.

Here are several reasons why you should start leveraging your social media on your e-commerce site.

To Build A Community & Create A Connection

Being a faceless company online doesn’t have many advantages. Hiding behind your brand doesn’t build trust, and it certainly doesn’t inspire loyalty.

But if you can get your customers to “like” your Facebook page and follow you over the long haul, you can create a valuable connection with them.

You can become a tastemaker in their eyes. You can become an authority in your product category. You can even entertain and engage your audience.

Don’t merely ask for the follow – do something that gives your customers and visitors a reason to follow.

If you focus on delivering value to your customer, showcasing promotions and discounts, turning them onto products that help them, and so on, you can build a long lasting connection with them.

To Leverage Your Content

You can get more from the content you create for your social media platforms with a little planning. You can embed Twitter or Facebook posts on your blog. You can encourage users to create content of their own (i.e. wearing one of your T-shirts), and show how you are connecting with people. You can cover the latest news, debates or discussions in your industry by keeping your ear to the ground.

The content you create should be a part of a more holistic plan. Otherwise, you’ll be running around like a headless chicken trying to keep your various profiles updated. You can cross-link from one social platform to another, and then have one link back to your website or blog as well. it’s like link wheeling, except on a smaller scale.

There’s a great deal of time and effort that goes into creating and posting worthwhile content for social media. You may as well learn how to leverage this content across different platforms.

To Encourage Sharing

Three iPhones

Are you getting your audience to share your content? (Image: Flickr)

One of the most obvious reasons to leverage social media on your e-commerce site is to stimulate more sharing, whether it’s your blog posts or specific products that your customers love.

Social signals may not be everything when it comes to SEO, but they do seem to have an effect on your rankings. This is a fairly generalized statement, but if you can generate a high number of shares, your site and content should also become more discoverable in search.

Fundamentally, this goes back to being seen as an authority or a valuable and relevant source of information in your industry. If you deliver content that your audience wants and needs, you’ll automatically get more shares.

Final Thoughts

In summary, you can use your social media presence to create a connection with your audience, leverage your content across more platforms, and encourage more sharing from your visitors and customers.

Are you looking for help with your social media strategy? Then we hope you’ll get in touch with us to discuss your next campaign.

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The Social Guild is a training, certification, and membership community for professional Social Media Managers.
All of our members are experienced, professional, cross-trained in all platforms and are passionate about results. We meet online weekly to brainstorm, discuss changes to platforms, and help one another improve. The Social Guild training database now contains over 22 modules that cover every aspect of social media management in detail.

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