Long or Short Social Strategy – Part 2 – Short Term in Long Term
Last week I wrote about using a social strategy in the long-term. However, no long-term strategies will ever work without short-term goals. So what goals should you have as a part of your overall strategy?
Quantitative Metric
Looking at metrics both website and click through rates from Twitter of Facebook will play a huge part in analyzing the raw numbers. What do the numbers mean as expectations? Do these match an ideal number that you need or want? How are these numbers converting into leads?
Raw numbers often imply identifying factors that as the interpreter we’re not 100% sure how to read the factors and how they will turn out in the short term.
Qualitative Metrics
Interpreting the quantitative metrics into the non-numerical goals of the business. Take for example a qualitative metric I focus on: Is the time on the site resulting in more comments or more feedback through Twitter? Or, How are the new vs. returning visitors affecting interaction overall and distribution of the articles?
Taking the numbers and being able to relate them to a factor as part of the short-term expectations will allow you to keep track of where your small efforts are converting into larger leads. If you can manage to track these small efforts, in the long-term using these successful short-term ideals will lead to a stronger long-term result.
Copywriting
The short term bases a lot of it’s focus and metrics on being able to bring people through the blog, and have them become engaged in a part of your business. There is one way to do this and it is through quality copywriting. By using keywords, out-linking, and linking within your own webpage, this helps you out on the Google end of things, organic searches. But apart from the SEO benefits, good copywriting is clear for the reader and makes the content easier to digest, and later, pass along.
By no means are these three an exhaustive list of ways to look at a short-term social media strategy. These smaller (not less important), goals and opportunities in a short-strategy are like stepping stones in the overall Long Strategy.
What do you think? What would you add?
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