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.

What to expect from a ‘Social Guild Certified’ Social Media Manager

We train the world’s best Social Media Managers.

Need a good social media manager?

Click here to register your interest and we’ll connect with you right away.


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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.

If you are a business owner who needs serious social media guidance, strategy, support, and implementation, let’s chat! We’d love to connect you with a fully trained, certified Social Media Manager from The Social Guild.

Let’s chat! 

Why One Social Media Strategy Isn’t Enough

Business meeting

You can’t rely on a single social media strategy. (Image: Flickr)

You’ve taken great effort and care in crafting your social media strategy.

You’ve surveyed and talked to your audience. You’ve found out where they like to hang out online, and you’ve carefully chosen which platforms to focus on.

But if you’re producing more than one type of content, one strategy simply isn’t enough.

While it is safe to assume that your audience data isn’t wrong, you also have to be aware of how content sits on different ecosystems.

If you have a podcast, your primary goal as a content creator is to get listeners to subscribe to your show using a music player like iTunes.

If you’re creating video content on YouTube, you want your audience to subscribe to your channel so they automatically get updated when you publish fresh content.

And then there’s all the content that sits on social media sites like Facebook, Twitter or LinkedIn, and all the interlinking that occurs between each.

The long of the short of it is that the more media you’re creating, the greater the need there is to create separate promotional strategies.

Determining Your Goals & Strategy For Each Content Type

It’s not that you can’t share all of your content on social media. But – for example – consuming a blog post is generally quicker and easier than listening to an entire podcast episode, which requires a greater commitment. Social media is great for building awareness around your podcast and gaining subscribers, but it isn’t necessarily the best way to get more listens.

Video, on the other hand, can be quite consumable depending on the length (two to five minutes is generally thought to be the ideal length). Videos can obviously be uploaded to YouTube, but you can also get a lot of engagement on them by uploading them to Facebook. This may not be the best idea if your goal is to grow your YouTube subscribers, but if you want to get more views, then this can be a great way to accomplish this end.

Bottom line – you need to determine your goals and strategy for each content type. They don’t all work exactly the same.

The goal of a blog post might be to capture email addresses or to generate leads. The goal of a podcast episode might be to grow your authority. The goal of your videos might be to entertain your audience.

Whatever your goals are, it’s necessary to think about the journey the content consumer is going to take. Where do they start, what do they learn, and ultimately, where do they end up?

Determining How You’re Going To Prevent Audience Overwhelm

Business meeting at a table

How is your audience responding to everything you’re sharing with them? (Image: Flickr)

If you’re consistently publishing great content, your audience would probably love to be able to consume it all. But if you’re putting it out at a ferocious rate, and they simply can’t keep up, they’re going to feel overwhelmed, and they might even give up trying.

This is the main danger in funneling all of your promotion efforts through the same social media channels. If your following sees multiple pieces of content coming their way on the same day, they may not even know what to do with it.

On the other hand, if they know exactly when you’ll be coming out with a new blog post, podcast episode or video, and it arrives at the expected time every single week, the content will be much more consumable, and you’ll train your audience to check back at predictable times.

Final Thoughts

Think about what you’re trying to accomplish with every piece of content you create, and how it connects to your social media efforts. Without a well thought-out plan, you could end up confusing and frustrating your audience.

Do you need help coordinating your social media efforts? Then we hope you’ll get in touch with us. We look forward to hearing from you.

How Non-Profits Can Use Social Media Partnerships

Woman and man looking at laptop

Social media partners can help you get the word out about your non-profit. (Image: Flickr)

Social media is a powerful tool in helping you spread your message.

But without the help of supporters and partners, you may find it challenging to grow your following and get more donations – especially early on. Conversely, when you enlist the help of others, you’ll be able to get your message out to a much larger audience, much quicker than you would be able to on your own.

Are you wondering how you can leverage others to grow your social media presence? Not sure how a social media partnership could work for you?

Here are several tips on how non-profits can use social media partnerships to boost their following and donations.

Create A Group Of Supporters

Is there anyone you know that’s particularly active on social media and would be willing to lend a helping hand?

You may have friends, family members, acquaintances, or even people within your company that love hanging out on social media and would be more than willing to like, comment on, and share your posts.

If your non-profit is still new to social media, and you’re just getting up and running, this is a particularly effective way to bring some life to your social profiles. After all, nobody is going to follow you if it doesn’t look as though real conversations are taking place on your pages or profiles.

Just remember to look for those who are active on social media. It won’t do you much good to create a group of supporters that don’t do anything with your content.

Engage Influencers

Man working on laptop

Are you reaching out to influencers? (Image: Flickr)

Are there any influencers in your area that you could connect with? If not, are there any at a distance that might be willing to help you out?

Influencer marketing can be very effective. If they agree to share out your social media content, you can instantly gain a great deal of exposure.

Don’t forget – it is necessary to build a connection with influencers. Take some time to comment on their blog or retweet their content to get on their radar. Then start reaching out to them.

If you aren’t sure how to find local influencers, or you’re interested in further analyzing your Twitter followers, make sure to take advantage of a tool like Followerwonk, which will show you a breakdown of where each of your followers are located on a map.

Partner Up With Like-Minded Non-Profits

You can also partner up with other non-profits or like-minded organizations to help spread the word about your cause.

For example, you could make an agreement to share each other’s Facebook content on a weekly basis, or you could have a #FollowFriday campaign on Twitter, urging followers to follow your partner.

But don’t settle for just anyone. You need to find non-profits that have a bigger following than you do, or at least a different following. Make sure they share your values, and look for organizations with different types of causes than yours or your followers could become confused.

If you can find organizations that are willing to work together, you’ll be able to accomplish immeasurably more than you would be able to on your own.


Social media partnerships don’t necessarily need to be formal and set in stone. They can be loose agreements between the different parties as long as everyone involved shares he same values and willingness to promote.

Partnerships can come together very easily, and don’t necessarily need to be governed by contracts, policies, or a code of conduct. But it’s still a good idea to vet your partners before committing to work together.

Are you looking for help with your social media strategy? We’d love to hear from you. Make sure to get in touch with us so we can discuss your next project.

How Non-Profits Can Get More Donations On Social Media

A group of young men and women looking at a laptop

How can a non-profit get more donations on social media? (Image: Flickr)

Getting more social media followers is one thing. Asking for and getting donations is quite another.

Certainly, you do need some kind of following to get donations. But what you really need is an engaged following – not just a large following!

If you aren’t leveraging the power of social media for donations, you should be. The average donation on social media has been steadily increasing every year. In 2010, the average donation was $38. By 2012, it grew to $59 (here’s the study)!

The question is how? Here are several strategies non-profits can use to get more donations on social media.

Hold Social Media Contests On Facebook On A Regular Basis

Man and woman looking at laptop in office

Contests are a great way to drive up engagement (Image: Flickr)

Incentivizing your followers with contests can be an effective way to get more donations as a non-profit.

As for what kind of contest to run, it largely depends on the nature of your non-profit and what cause you are supporting.

You could incentivize donations by promising to highlight randomly selected winners. You could ask a trivia question and reward someone who gives the right answer.

Whatever you do, just remember to keep it simple, make it fun, and do it regularly. Also look into the platform’s terms of service so you don’t violate them. You could end up getting shut down if you do.

Leverage User Generated Content On YouTube

You don’t have to do it all yourself. You can engage your audience to create content of their own to get the word out about your cause.

Video content is particularly powerful, so YouTube is a great place to encourage users to upload their content.

You could ask your followers to answer a provocative question and share their viewpoint, or you could ask active contributors why they care about your cause so much and create a video around that. The only limit is your imagination.

Having some kind of incentive is also helpful. For example, you could choose the best videos and fly in donators for a tour of your facility and the filming of an additional video.

Host Google+ Hangouts

You can share your passion for your project on regular or semi-regular Google+ Hangout sessions. By entertaining and educating your audience, and letting them know how they can get involved, you’ll boost donations.

Don’t forget – you can also record your session and re-purpose it later. You can boost the long-tail donations by uploading your video to YouTube, Facebook and other sites.

Take Advantage Of These Tools

There are many fundraising tools and apps you can use to increase donations. Here are a few:

  • SnapDonate: a mobile app that allows users to donate by pointing their phone at a charity logo.
  • Good World: with this service, users can donate by using the hashtag #Donate in their social status updates.
  • Promise or Pay: a service where a user can promise to do something (exercise, meditate, diet, etc.) for a minimum of five times a week or donate to a non-profit.
  • @Pay: a service that allows users to donate with two taps by replying to an email or a text message. A very streamlined service that doesn’t require the user to enter a lot of personal information before donating.
  • YouCaring: one of the leading compassionate crowdfunding platforms.
  • FundRazr: crowdfunding site for projects that matter to you.

Final Thoughts

When it comes right down to it, there are a lot of different ways to encourage more donations on social media. Just keep in mind that what works on one platform may not necessarily work as well on another.

If you’re on LinkedIn, use strategies and tools that are complementary to LinkedIn. Likewise, whatever platform you’re on, take advantage of specific built-in features to engage your following.

Do you need help with your social media strategy? Then make sure to get in touch with us. We look forward to working with you on your next project.

How Non-Profits Can Reach More People On Social Media

Three people on smartphones

How are you planning on reaching more people on social media? (Image: Flickr)

Are you looking to grow your non-profit’s visibility on social media?

If you don’t have a well-defined strategy from the very beginning, it can be hard to direct your efforts towards achieving productive results.

But if you’re clear about what you want and how you’re going to go about getting it, your social media presence will blossom in good time.

Here is how non-profits can reach more people on social media.

Build Your Strategy

Building your social following will prove difficult unless you have a proper strategy behind what you’re doing. Here are several points to keep in mind:

  • Be specific. Make sure you know what your goals are and what you’re trying to accomplish.
  • Monitor and analyze. Keep an eye on those who are following you. They may be connected to influencers.
  • Build a group of supporters. Getting noticed on social media can be hard early on. By building a group of supporters and encouraging them to share, you can spread your presence faster than you would be able to on your own.
  • Connect with local influencers. They can expose your non-profit cause to people you might not otherwise be able to reach.
  • Look into who your team members are connected with. Check their connections on sites like LinkedIn.
  • Build your social media team. Non-profits often do not have dedicated social media people. Bring on at least one dedicated social media person that knows what they’re doing, and grow from there.
  • Reserve your user or profile name. Make sure to get your desired name on all social platforms you’re planning on using.

Tactics For Twitter

Man on smartphone at cafe

Are you using these tactics to connect with people on Twitter? (Image: Flickr)

Here are several ways to engage and build your following on Twitter:

  • Retweet the content your partners and supporters share. This helps with community-building and also increases your online visibility.
  • Tweet out your landing pages. Make sure to be specific about what you’re asking for. Create different donation pages for different goals and causes.
  • Attach images to your tweets. You can increase the engagement for your tweets by using images. Just remember to be strategic about this. Make use of images for particularly important updates, and not for every tweet you post.
  • Ask questions. This can encourage more interaction with your followers.
  • Build lists. You can organize both followers and non-followers into customized Twitter lists, and create categories such as sponsors, press, partners, and so on. This can help you discover connections you may have overlooked. You can make your lists private if need be.
  • Share more than once. Craft several tweets for every piece of content you want to share.

Tactics For Facebook

Many of the strategies already mentioned can also be applied to your Facebook marketing. In addition, here are several tactics for building your Facebook following:

  • Create a donor of the day or donor of the week feature. Publicly thanking your donors can help you to build some great connection with your community.
  • Share behind-the-scenes content. Consider posting photos from planning sessions, the office, or backstage at events.
  • Create a private group. Closed groups can be used to strategize with your team members or volunteers.
  • Create a connection with relevant pages and profiles. Like, share and comment on their content.

Final Thoughts

Social media is still largely an overlooked opportunity for non-profits. There is a lot of room for growth, and there are many different ways to expand your reach.

The key is to put together a sensible strategy, and have a willingness to revise it as necessary. Then, make sure to keep an eye on your followers, as new opportunities will eventually emerge.

Are you looking for help with your social media strategy? Then don’t hesitate to get in touch with us – we look forward to hearing from you.