Social Media Marketing & Management.

Social Media is the New Party Line!

Before modern technology connected the world with instant speed, groups communicated through party lines. Party lines offered limited privacy and were frequently used as a source of entertainment and gossip, as well as a means of quickly alerting entire communities of emergencies. If you remember dialing in, you may notice the similarities between the beloved party line and social media today.

When you share an update with friends via Instagram or Facebook, comment, or repost, you are recreating participating in a party line. This method of mass communication has existed as long as gossiping or gabbing over the fence. Social media adapts the party line to allow targeted experience based on their interactions with the internet (e.g., likes, posts, comments). Instead of everything being “out there”, the communication can be limited to a specific audience.

Linger knows the important advantage of distinguishing your organization in the digital landscape. Applying social media as a marketing tool can often feel like uncertain territory, as best practices and content trends are always in flux. If your business or nonprofit is experiencing inconsistent interaction on popular platforms such as Facebook, Twitter, Instagram, LinkedIn, Pinterest, and TikTok, know you are not alone.

Here at Linger, we can guide you through the ins and outs of algorithm updates, effective A/B testing, and developing a solution for engagement and response – all while making your brand look good.

Linger Understands the Value of Social Media Creation & Management.

We know each business and nonprofit has its own goals, challenges, and knowledge gaps when it comes to social media interaction. We work with you to create an individualized social media strategy and management plan that is hinged on extensive experience and your return of investment (ROI) objectives. Linger is prepared to help position you for attracting your target audiences and making them want to stay awhile.

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What is Social Media Management?

Social media management is the process of analyzing social media audiences and developing a strategy for engagement tailored to their demographics. An effective strategy generally encompasses:
• Creating and distributing content for social media platforms
• Monitoring online conversations
• Collaborating with influencers
• Providing a sense of community for customer service
• Monitoring, measuring, and reporting on social media performance and ROI
Although social media has a history of being criticized by businesses, it is a component of market strategies that successfully bridge classic brand management with the opportunities of the digital age. Social media is a wealth of profitable possibilities – on the condition your socials are organized and managed efficiently.
How Are KPIs Determined for Social Media?

Unique key performance indicators (KPIs) are essential for all advantageous marketing campaigns. Without metrics guiding you, there is no standard of measuring how your company grows.

At Linger we start by helping your business determine the best KPIs for your goals by answering the following questions:
• What are your company-wide, time-bound business objectives?
• Do the goals established for each department support your overall goals?
• What data sources do you consider authoritative?
• What actions that are not currently being promoted are you taking to improve your business?
• Should you be measuring progress in all parts of the marketing/sales funnel?
• Should your KPIs be specific to a geographic location?

We apply the answers from above to craft a social media plan unique to your needs. Our strategy includes utilizing common social media marketing KPIs to track:
• Engagement (with emphasis on likes, comments, shares, and mentions)
• Followers
• Impressions
• Social media website sessions
• Leads
• Conversions
• Lead-to-conversion rate
• Cost per lead
• Revenue
What Metrics are Measured in Social Media?

Linger uses multiple social media metrics to help your business's marketing plan succeed. We decide which metrics will produce the most measurable results and identify opportunities for improvement based on your goals.

Some of the most common metrics for measuring social media marketing performance include:
• Impressions – Are you increasing the number of people who interact with your brand on social media?
• Engagement – Are those people joining in on the conversation?
• Mentions – How often are people talking about your brand?
• Social referral traffic – How many people click through to continue to your website?
• Followers – How many people are in your immediate social networks?
To get the best idea of how social media is benefiting your company, Linger considers KPIs alongside other mediums. For example, we may analyze if leads from social media referrals are more qualified than those from paid media.
What are Common Issues with Social Media Marketing Plans?

Many social media marketing plans are unsuccessful because businesses fail to curate content modified for each platform and display improper use of hashtags across platforms. Cross-posting on Facebook and Instagram may be convenient, but it lacks in optimizing the quality of your content for different channels, which is a necessity to align with user expectations.
Your brand’s proficiency in social media is a key component of establishing a form of social proof of who you are as a company, ultimately attracting your target audience.
Why Should You Invest in Social Media Marketing?

Social media is a prime method of marketing your business. It is ever-changing with new platforms emerging each day. At the very least, social media is indispensable for its ability to build a community of prospects and increase brand awareness. When managed efficiently social media has the potential to be a major driver of revenue. It creates conversations and allows people to connect like never before. Social media is one of the best methods currently available for making an audience feel part of your brand, which in turn influences purchases.
Audience targeting is the greatest reason to invest in social media. Boosted/promoted posts, display advertising, and earned media are excellent ways to ensure a brand awareness campaign succeeds.