Evaluating Your Social Media Interactions

Many authors wonder whether the time they spend on social media is treasure or trash. Few can directly equate time spent on social media with increased book sales. For most, increased time on social media does not usually correlate to an uptick in book sales.

How do you determine which social media sites to engage on and how much time to spend there?

There are no hard and fast rules to these questions. However, the following information may help you shape a useful plan for yourself in regards to which social media platforms to use and expectations for the time you spend.

1. The world has embraced social media.

The company, We Are Social, tracks internet and social media usage worldwide. Below is their chart showing that 50% of world’s population uses the internet and three-fourths of these internet users (37% of the world’s population) are actively engaging on social media online.

2.  A majority of Americans use social media.

The Pew Research Center tracks social media usage in the United States. Their studies show that ten years ago, only 7% of Americans used social media. That number grew to 65% in 2016, with 76% of U.S. internet users active on social media.

3.  Facebook remains the most popular social media site across generations.

According to Sprout Social, some 65% of Gen Xers and Baby Boomers report that Facebook is their favorite social media site, while 33% of Millennials rate it as their favorite.

4.  Facebook has a greater engagement rate per follower than Twitter or LinkedIn.

Instagram has the greatest engagement rate of all the social media sites—an average of 50 interactions per post per 1,000 followers. However, Facebook’s engagement rate is higher than Twitter or LinkedIn. According to TrackMaven, Facebook’s boasts an average of five to six interactions—likes, comments, and shares—per 1,000 followers per post, while LinkedIn’s rate is three interactions per 1,000 followers and Twitter’s is one per 1,000 followers.

If you are an author, you should be using social media as one strategy to connect with readers and draw people to your books. It’s a medium you can’t afford to overlook since the majority of internet users engage in social media usage.

I believe that knowing the average number of interactions per 1,000 followers for each social media site is valuable information. These figures let you know whether your social media interactions are above average, average, or below average. This knowledge can help you evaluate your social strategy and make adjustments to improve your engagement rates.

Related Posts:
How to Make Your Social Media Interactions More Fruitful
Social Media: An Integral Part of Life in America
A Successful Social Media Strategy

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Social Media Success

One of the clients I provide social media services for recently met a gentleman who was new in her field of business. This gentleman had started a Facebook page for his business and was bragging to her how “successful” he had been with his Facebook page.

My client sent me a link to the gentleman’s Facebook page. After looking at his page, I asked my client what was meant by “successful?”

Was he referring to the number of people who “liked” his business page? Was he referring to the number of posts he made to his wall each day? Was he talking about the types of messages he posted? Was he referring to the number of comments he received to those posts? Or, did he mean that he had increased sales as a result of his Facebook page?

My client did not know the answer, but knew that she wanted to increase the number of fans on her Facebook page. By the way, the gentleman who was having such “great” success on Facebook only had 25 more fans than my client.

Attracting fans on your Facebook, Twitter, or other social networking site is only the beginning of social media success. The key challenge in social media success is keeping those fans interested and engaged and turning them into advocates for what you are selling or offering.

Cone, a social media marketing agency, recently conducted a survey to find out what social media users expect from businesses that they follow. Here is some of what they found out:

  • 77 percent wanted to be offered a discount or coupon for services and products
  • 46 percent wanted customer service
  • 28 percent wanted to be entertained

What the survey found was that what people were not looking for was equally relevant. The top two reasons social media users said they stopped following businesses online tied at 58 percent. These two reasons were businesses sending out too many messages and businesses acting irresponsibly. A close second, at 53 percent, complained that the content posted by the business was irrelevant.

So, if you want to be successful with your social media efforts, keep in mind that too much content or the wrong kind of content will drive consumers away. Post a couple times a day (peak usage times for Facebook are 11am, 3pm, and 8pm on weekdays) and keep your content relevant to your products. In essence, don’t overdo it.