Video Content is King
High quality, rich video content can be an excellent way to build your company profile, boost your brand, demo your product, or provide a means by which your customers can share their positive experiences with your brand. Video can also lend credibility to your brand or help position you as an expert in your particular line of work.
In today’s fast paced world, people want to consume content and consume it FAST. They do not want to be bogged down with heavy textual content or hard to decipher imagery. A concise, well scripted video clip can often achieve more than multiple pages of copy or image-based content, making it an ideal candidate for website or other interactive marketing tactics.
There are endless possibilities to utilize video to achieve specific business objectives. URL’s to specific video content can easily be embedded in e-mails, SMS, or other media to direct users to a specific piece of video content. For instance, how cool would it be to use QR codes or Textback Marketing tactics to deliver a video clip of a particular property as a customer stood outside of a home they might be interested in buying? The same technology could be used to deliver video content to consumers scanning bar or QR codes in newspaper or other print media.
ProV3 Media covers the full range of video production services from pre-production script writing & consultation, location and talent scouting & acquisition to full service, day of shoot directing, lighting, makeup/hair, tele-prompt (on-location or in-studio). We also specialize in all post-production services, including audio voice over/editing, video editing, graphics, special effects, chroma-key and final optimization/compression for web or mobile consumption.
Check out Our Work to see some of the cool video productions we’ve delivered for our clients.
Are You A Good Listener
Do you consider yourself a good listener? If you are a good listener, what probably makes you good, is not simply the fact that you let the person with whom you are speaking actually finish their thought before responding (although this is a good start!). You are a good listener because you carefully consider what the other person is saying before formulating your response. In other words, you analyze or evaluate the incoming message, which, in turn, typically leads to a more valuable response, from the other person’s perspective. Far too often our conversations break down because of our failure to really listen to what is being said, which leads to an inappropriate response… or worse yet, no response at all!
In many ways, conversations taking place via Social Media are no different than face-to-face communications. The most valuable response from a brand or individual via Social Media is one that is evaluated and given careful consideration prior to delivery. And the same holds true when initiating on-line conversations. When we are communicating, especially when trying to foster collaboration or engagement , it stands to reason we have a much better chance of success if we consider the characteristics of our audience and their needs (what they actually WANT to hear), before delivering the message.
Consider Facebook for a moment… when I’m scrolling through my News Feed, I’m much more inclined to comment on a post if I know that my response will be heard (or read), and that the responsible party will acknowledge me or respond in a meaningful way. If I get the sense that nobody is home (i.e. silence or ‘canned’ response), then I probably won’t comment the next time around. And over time, we condition ourselves to ‘tune out’ those who we know are not listening to us, thus snuffing out the conversation altogether.
And we’ve all experienced those that insist on mercilessly blasting out irrelevant content without any consideration at all as to whether or not ANYONE IS ACTUALLY LISTENING!! There is a reason Facebook just beefed up its News Feed filtering capabilities… Going back to our face-to-face conversation, most good speakers want to gather input from their listeners rather than simply force their listeners to sit through a lengthy monologue. Why should communicating via Facebook or any other Social Media channel be any different?
So I’ll ask again… do you consider yourself a good listener? And if so, are you good at ‘listening’ in your on-line communications as well? This is absolutely critical to an effective Social Media engagement strategy. I encourage you to ask your customers if you are a good listener… ask them if they feel ‘engaged’ in their on-line conversations with you. This is one of the most important things you can do to effectively gauge whether or not your Social Media strategy is working.
Social Media ROI – Useful Metrics and Tools
Now that most businesses have embraced social media as a highly effective channel to reach their community, it’s important that they measure their return on investment (ROI). Initially, this may seem like a daunting task because it’s not very clear what to measure or how to do it.
Before calculating the ROI on social media, it’s necessary that your business generates clear, measurable goals. Once you’ve outlined your goals, you’ll know which metrics to measure. Below are four categories of social media metrics that will help you calculate ROI:
- Community Membership – followers, likes, subscribers, leads, awareness
- Content Mobility and Engagement – Facebook likes & shares, Twitter retweets, Pinterest repins
- Market Perception – sentiment, reputation, brand affinity
- Social Conversions – traffic driven to your website, via social media, concluding with a desired result
Now that you have a better idea of WHAT you should measure, let’s take a look at a few of the tools you can use to obtain this information. There are numerous tools available to help measure the effectiveness of your social media efforts, here’s a brief description of what data the most common tools can deliver.
- Google Analytics can help analyze the user journey, identify referring sources and create conversion reports.
- The ShareThis plugin shows what content was shared through various social networks.
- Market perception information can be obtained with Simply Measured.
There are numerous other useful tools that can help you harvest data to support ROI, but these should give you a good start.
Unfortunately, there is no set “Social Media ROI” formula, it will vary based on a number of factors. However, there are a number of useful metrics and tools you can utilize to monitor the effectiveness of your social media efforts.