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Why 1 Million Social
Media Followers Sucks
Erica McGillivray
Senior Community Manager at Moz
@emcgillivray #webcongress
I <3
Community building

Social media geekery

Pushing boundaries

Singing Frozen songs

Reading comic books
You
@emcgillivray #webcongress
Your Wants
Love your work

Excel at it

Please your boss/
clients

Grow your social
media followers
Danger
Goal
@emcgillivray #webcongress
1 Million
Followers or
another
follower
expectation
Bought
1,256,382
Followers

Has 0 Friends
Truths
@emcgillivray #webcongress
Harsh truths
that, sadly,
reflect most
brand’s social
media efforts.
Business Follower Averages
Twitter: 14,709 followers

Facebook: 13,157 likes

Pinterest: 229 followers

Instagram: 208 fol...
About your
message &
how you talk
about yourself.
Mailbox
Recycling
Door
Direct to Garbage
I recycle junk
mail coupons.
Don’t make
your social
media junk.
Attention Spans
Twitter: 18 minutes

Facebook: 2-3 hours

G+: 3 hours

Instagram: 3-4 hours
@emcgillivray #webcongress
The...
Don’t market
to everyone.
They don’t
care about
your brand.
Talk to the
audience that
does care.
Don’t
Panic!
@emcgillivray #webcongress
1 Million
Followers
Make sure this
is not your
goal.
Tough Talk
Why is my brand
on social media?
@emcgillivray ! ! ! ! ! ! ! ! ! ! ! ! !#isum13!
Say No to Reporting
Vanity Metrics
But track
them for
the math!
@emcgillivray #webcongress
Report This!
Engagement
@emcgillivray #webcongress
True Social Metrics
Math =
Counting
& Division
# of actions by
followers / # of
posts = Rate
Finding a
Baseline
Select a time
period that makes
sense.
Compare
against what
you’ve been
doing to mark
improvements.
Conversation
Rate
Who’s chatting with
me? How often?
What topics are
interesting to
them?
Conversation Goals
@emcgillivray #webcongress
A simple
spreadsheet to
calculate your
goals & how
you’re doing.
Are you keeping up?
SproutSocial
@emcgillivray #webcongress
Compare
against your
social
competitors.
Amplification
Rate
Who’s re-sharing
my social media
content? Where?
And why?
Amplification Goals
@emcgillivray #webcongress
Audience Reach
Buffer
@emcgillivray #webcongress
G+ Ripples
Share top content again
Rival IQ
@emcgillivray #webcongress
Applause
Rate
Who’s lurking, but
liking? Who
encourages you?
Who gives you high
fives?
Applause Goals
@emcgillivray #webcongress
Report This!
Relative
Engagement
@emcgillivray #webcongress
What?
As you grow your
followers & regular
postings, you want
to keep pace with
connecting to your
community.
True Social Metrics
Math =
Followers,
Counting &
Division
# of actions / # of
posts / Followers per
1,000 = Relative
Engagement Rate

# of act...
Relative Engagement Goals
@emcgillivray #webcongress
What About
Conversions?
@emcgillivray #webcongress
Sales? Try Traffic
Google Analytics
@emcgillivray #webcongress
We drive top
of funnel
traffic. Our
goal’s related
to traffi...
Report This!
Anything
Important to
Your Business
@emcgillivray #webcongress
Customer
Happiness
In Q1 2014, Moz
sent 362 happy
packages to our
community.
Team
Growth
Moz’s community
team went from
one primary person
to 5 full-time & 4
part-time people
since 2010.
2010
 2011
 ...
Product Feedback
@emcgillivray #webcongress
The top
product new
feature
requests from
our customers.
Reporting
@emcgillivray #webcongress
Reports Tell 
a Story by
Showing 
Love, Passion,
& Relevance
Sample
Report
Shows both
engagement 
and traffic over
time.
We also
include
explanations
for context &
fun photos!
Who’s
Listening
Weekly check-ins with
your team

Monthly reports to
your team & company

Share quarterly with
the world
I want 1,000
conversations 
with 100 people,
not 1 million
followers & 100
conversations
@emcgillivray #webcongress
Contact Me
Erica McGillivray
Senior Community
Manager at Moz
@emcgillivray

erica@moz.com

http://moz.com/
Resources
Social Engagement Metrics That Matter - Measuring, Tracking, and Reporting FTW
by Jen Lopez
http://moz.com/blog/...
Photo Credits
https://www.flickr.com/photos/orinrobertjohn/80698721
https://www.flickr.com/photos/sadiediane/4235308808
ht...
Why 1 Million Social Media Followers Sucks, WebCongress May 2014
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Why 1 Million Social Media Followers Sucks, WebCongress May 2014

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Stop reporting follower counts and making your social media goals more followers! This is bad for your brand. Instead, focus on engagement, relative engagement, and other goals that make sense for your business.

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Notes
  • Measure what matters is the message I took away from this awesome Deck Erica.

    I would venture a guess 1 in 1,000 SMM Community Managers have the wherewithal to dive this deep into their SMM campaigns, let alone an SMB with a business to run.

    Still, its a superb blueprint to follow, so its very cool that you enabled us to download your strong work product.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Great meeting you this morning and loved the preso stats:)

    ~Clint
    @cazoomi
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
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Transcript of "Why 1 Million Social Media Followers Sucks, WebCongress May 2014"

  1. 1. Why 1 Million Social Media Followers Sucks Erica McGillivray Senior Community Manager at Moz @emcgillivray #webcongress
  2. 2. I <3 Community building Social media geekery Pushing boundaries Singing Frozen songs Reading comic books
  3. 3. You @emcgillivray #webcongress
  4. 4. Your Wants Love your work Excel at it Please your boss/ clients Grow your social media followers
  5. 5. Danger Goal @emcgillivray #webcongress 1 Million Followers or another follower expectation
  6. 6. Bought 1,256,382 Followers Has 0 Friends
  7. 7. Truths @emcgillivray #webcongress Harsh truths that, sadly, reflect most brand’s social media efforts.
  8. 8. Business Follower Averages Twitter: 14,709 followers Facebook: 13,157 likes Pinterest: 229 followers Instagram: 208 followers @emcgillivray #webcongress
  9. 9. About your message & how you talk about yourself.
  10. 10. Mailbox Recycling Door Direct to Garbage I recycle junk mail coupons. Don’t make your social media junk.
  11. 11. Attention Spans Twitter: 18 minutes Facebook: 2-3 hours G+: 3 hours Instagram: 3-4 hours @emcgillivray #webcongress The short lifespan of your social media posts.
  12. 12. Don’t market to everyone. They don’t care about your brand.
  13. 13. Talk to the audience that does care.
  14. 14. Don’t Panic! @emcgillivray #webcongress
  15. 15. 1 Million Followers Make sure this is not your goal.
  16. 16. Tough Talk Why is my brand on social media?
  17. 17. @emcgillivray ! ! ! ! ! ! ! ! ! ! ! ! !#isum13!
  18. 18. Say No to Reporting Vanity Metrics
  19. 19. But track them for the math! @emcgillivray #webcongress
  20. 20. Report This! Engagement @emcgillivray #webcongress
  21. 21. True Social Metrics
  22. 22. Math = Counting & Division # of actions by followers / # of posts = Rate
  23. 23. Finding a Baseline Select a time period that makes sense. Compare against what you’ve been doing to mark improvements.
  24. 24. Conversation Rate Who’s chatting with me? How often? What topics are interesting to them?
  25. 25. Conversation Goals @emcgillivray #webcongress A simple spreadsheet to calculate your goals & how you’re doing.
  26. 26. Are you keeping up? SproutSocial @emcgillivray #webcongress Compare against your social competitors.
  27. 27. Amplification Rate Who’s re-sharing my social media content? Where? And why?
  28. 28. Amplification Goals @emcgillivray #webcongress
  29. 29. Audience Reach Buffer @emcgillivray #webcongress
  30. 30. G+ Ripples
  31. 31. Share top content again Rival IQ @emcgillivray #webcongress
  32. 32. Applause Rate Who’s lurking, but liking? Who encourages you? Who gives you high fives?
  33. 33. Applause Goals @emcgillivray #webcongress
  34. 34. Report This! Relative Engagement @emcgillivray #webcongress
  35. 35. What? As you grow your followers & regular postings, you want to keep pace with connecting to your community.
  36. 36. True Social Metrics
  37. 37. Math = Followers, Counting & Division # of actions / # of posts / Followers per 1,000 = Relative Engagement Rate # of actions / Followers per 1,000 = Content Rate
  38. 38. Relative Engagement Goals @emcgillivray #webcongress
  39. 39. What About Conversions? @emcgillivray #webcongress
  40. 40. Sales? Try Traffic Google Analytics @emcgillivray #webcongress We drive top of funnel traffic. Our goal’s related to traffic, not sales.
  41. 41. Report This! Anything Important to Your Business @emcgillivray #webcongress
  42. 42. Customer Happiness In Q1 2014, Moz sent 362 happy packages to our community.
  43. 43. Team Growth Moz’s community team went from one primary person to 5 full-time & 4 part-time people since 2010. 2010 2011 2012 2013 2014
  44. 44. Product Feedback @emcgillivray #webcongress The top product new feature requests from our customers.
  45. 45. Reporting @emcgillivray #webcongress
  46. 46. Reports Tell a Story by Showing Love, Passion, & Relevance
  47. 47. Sample Report Shows both engagement and traffic over time. We also include explanations for context & fun photos!
  48. 48. Who’s Listening Weekly check-ins with your team Monthly reports to your team & company Share quarterly with the world
  49. 49. I want 1,000 conversations with 100 people, not 1 million followers & 100 conversations @emcgillivray #webcongress
  50. 50. Contact Me Erica McGillivray Senior Community Manager at Moz @emcgillivray erica@moz.com http://moz.com/
  51. 51. Resources Social Engagement Metrics That Matter - Measuring, Tracking, and Reporting FTW by Jen Lopez http://moz.com/blog/social-engagement-metrics-that-matter Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value by Avinash Kaushik http://www.kaushik.net/avinash/best-social-media-metrics-conversation- amplification-applause-economic-value/ Beginner’s Guide to Social Media http://moz.com/beginners-guide-to-social-media G+ Ripples Bookmarklet by AJ Kohn http://www.blindfiveyearold.com/ripples-bookmarklet True Social Metrics http://www.truesocialmetrics.com/ SproutSocial https://sproutsocial.com/ Buffer https://bufferapp.com/ Rival IQ https://www.rivaliq.com/ Infogr.am https://infogr.am/
  52. 52. Photo Credits https://www.flickr.com/photos/orinrobertjohn/80698721 https://www.flickr.com/photos/sadiediane/4235308808 https://www.flickr.com/photos/daquellamanera/355061741 https://www.flickr.com/photos/beglen/2464007260 https://www.flickr.com/photos/erix/5683572 https://www.flickr.com/photos/therussiansarehere/3646211340 https://www.flickr.com/photos/falh/3563568771 https://www.flickr.com/photos/maaorg/8009975343 https://www.flickr.com/photos/abby28xyz/469737055 https://www.flickr.com/photos/polandmfa/7374395194 https://www.flickr.com/photos/crdot/6212235831 https://plus.google.com/photos/+WojtekTylu%C5%9BPL/albums/ 5950980670907190513 https://www.flickr.com/photos/kristabaltroka/8527817179 https://www.flickr.com/photos/wwworks/4759535970 https://www.flickr.com/photos/pagedooley/2121472112 @emcgillivray #webcongress
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