Last week I joined a friend of mine at a poetry reading by U.S. Poet Laureate Natasha Trethewey. As we waited for the event to start, he mentioned that his firm asked him to “figure out why they are not on page 1 of Google.” He mentioned terms like “SEO” and “back links,” and that these were a day old in his vocabulary. My colleague Paul is our “go to” for SEO (luckily), though each team member works with him to provide content for optimization. In our social media pages it is the same; each team member takes some ownership for social media pages and posts.
This last statement, “each team member takes ownership,” aligns with social media literature about ways to improve one’s standing in searches. For example, a recent Search Engine People Blog posted “10 Experts on Getting Negative Links Off Page One” and methods included building social media profiles, creating quality content, using forums and imagery (see post here). Our team does these things collectively. Adobe® Marketing Cloud’s recent webcast and white paper offered “a ‘fan’ is not a business metric” and offers indirect analytics to help companies understand meaningful interactions (or lapses) on one’s site. Again, our team does these things collectively.
There was a clear difference in our social media data when our team members became owners and engaged in our sites versus simply building the sites, one or two of us posting (haphazardly), and then waiting for folks to find our sites. Consider the difference in “increased traffic” and “engaged users” between January and March in 2013 Quarter 1:
Facebook: Additional 708 Engaged Users
WRiE Blog: Additional 2,736 Views; Additional 20 Comments
Twitter: Additional 18 New Followers
Linkedin: Additional 113 Views; Additional 9 New Connections
Pinterest: 19 New Followers
Social Media experts may argue that “increased traffic” and “engaged users” may not be appropriate measures1. However, whether these measures are appropriate is not the point of this post. The point is that once our entire team became owners in the process and engaged2, our social media sites came alive. In our work with school districts and performance excellence we teach that a district cannot be excellent unless each of the departments and schools within the district are excellent. Districts reach excellence when employees are engaged. Similarly, movement (to more engagement) in our social media sites occurred when our entire team collectively engaged such that each one of us became responsible for and owner of our social media sites and message.
1 Engaged users as defined on Facebook are “The number of unique people who have clicked on your post.” We chose these measures at this point because we are a new company attempting to build our brand, to distribute expert content, and to provide multiple opportunities for individuals to connect with us. Specifically, increased traffic means more individuals become familiar with our brand and expert content, and an increased number of engaged users means the individuals are relating in some way to the content available.
2 Engagement of our entire team means taking responsibility. That is, all team members share content from blogs, articles, and posts they read related to their content expertise; and multiple team members posting and responding on sites.
Adobe Marketing Cloud. (Retrieved 04.05.2013). “Fans isn’t a business model – make social media a real business driver.”
Aley, Cara. “10 Experts on Getting Negative Links Off Page One,” retrieved 04.05.2013 here.
Our mission at Studer Education is to provide students with a great place to learn, teachers with a great place to teach, and parents with confidence that their children are getting a great education. Visit us online at http://studereducation.com. Studer Education is a division of Studer Group, ranked for the fifth straight year on the Best Small and Medium Workplaces by Great Place to Work® and a recipient of the 2010 Malcolm Baldrige National Quality Award.