It’s pretty well known how valuable social media can be for businesses in the education sector. Throughout my time in EdTech and education services, I’ve had my fair share of successes and failures when it comes to using social media effectively.
And trust me, I’ve seen other companies make their own blunders too.
With 20+ years of experience (yep, even before social media became a thing in the education world), I want to share my insights and help you avoid those same mistakes.
In this blog post, I’ll look at the three most important metrics that I personally use and what we – here at Accelerate – all use. These metrics will not only help you measure the impact of your social media strategy, but also ensure that it’s making a real difference for your business, your customers, and your potential customers.
Don’t Rely on Vanity Metrics, But Know Them
Let me tell you, I do like to check out all the numbers when it comes to social media. I keep a close eye on the likes, comments, and shares that my posts get. But here’s the thing: I don’t use these metrics to determine whether I’m successful or not. Nope, not at all.
Instead, I use these numbers to understand what kind of content my connections and followers prefer. I’m talking about personal posts, advice posts, carousels, videos, and all that stuff. For example, if I notice that one of my carousel posts on LinkedIn – sharing 5 tips for generating more sales leads in Multi-Academy Trust – gets way more love in terms of likes and comments compared to a post on the same topic that links out to a blog, well, that’s a valuable insight right there. And if this keeps happening then it tells me that my customers and potential customers find that format more useful for those kinds of tips. So, that helps me improve my content and continuously improve.
But here’s the best part: those interactions are like gold to me. Seriously, they’re beyond valuable. Why? Because they open up the opportunity for me to have a real chat with the awesome people who took the time to engage with my posts. We can help each other, offer support, share ideas, and maybe even collaborate on something amazing.
Now, let me drop a truth bomb on you. If you’re measuring the success of your social media strategy solely based on those so-called “vanity” metrics, you’re missing the bigger picture. It’s not just about the numbers; it’s about making a genuine impact and connecting with your audience in a meaningful way.
So, let’s ditch the obsession with vanity metrics and focus on creating authentic and impactful content that truly resonates with our wonderful community. Trust me, that’s where the real magic happens!
Do You Need Loads of Followers?
Before we get onto the 3 measurable metrics, let me explain something that’s really important to keep in mind. You’re not here to become the next mega influencer with bazillions of followers.
If that happens, amazing! But that’s not the main goal here. What you want to do is create content that’s actually useful and grabs people’s attention. From there, you can build relationships that open doors to new sales, higher customer retention rates, and overall happy customers who not only love your product or service but also love your social media posts. That’s when the magic happens. Why? Because that’s when you’ll start building an army of advocates, spreading the word about how amazing you and your company are.
You do, however, need to be growing your follower numbers each week. So make sure you’re connecting with new people on LinkedIn and X (formally Twitter) each week. It’s important to keep growing your network. But you don’t need hundreds of thousands of followers to be successful.
So, even if each of your posts gets interactions from just 10 folks, that’s fantastic! These are 10 people you can have a real chat with, get to know, and see how you can help each other out.
The 3 Success Metrics
So, we’ve covered that it’s crucial to keep the content flowing and constantly learn and adapt to what your audience wants. But here’s the thing. You’ve got to keep an eye on the following three metrics as well.
They’re the secret to making sure your strategy is on point. Don’t ever neglect those vanity metrics though—they’re very handy for figuring out how useful your content is to your connections and followers.
When you combine that awareness with these three power-packed metrics, you’ll be driving value not just to your prospects and customers, but also to your business. And that’s a win-win situation.
Metric 1: Share of Voice
So, picture this: You’re at a big party. And everyone is chatting away, sharing their thoughts and stories. Now, imagine that each person’s voice represents their presence on social media.
When we talk about “share of voice” in the realm of social media, we’re basically talking about how loud and clear your voice is among all the other voices out there. It’s about the amount of attention your brand gets compared to others in your industry.
And trust me, a strong share of voice is like music to your ears! It means you’re making a real impact and getting noticed in the noisy social media space.
Now, why does share of voice matter? Well, it’s all about standing out from the crowd and building brand awareness. When you have a higher share of voice, it means more people are hearing your message and getting to know you and your brand. And that’s pretty important if you want to grow your connections, attract new customers, and make a genuine difference in your industry.
So, keep an eye on your share of voice. To do this you can use tools like Brand24.com.
Share of voice has been an absolute game-changer for us at Accelerate!
We’ve managed to grab a big ol’ slice of that voice pie when it comes to key topics that are vital to our business growth. And let me tell you, it’s made all the difference.
Do you know what’s amazing for us at Accelerate? We’ve been able to slash our advertising budget big time. No more dishing out hundreds of pounds per week on Google Ads or Social Media Ads. Nope! Instead, we’re relying on our mighty share of voice to spread the word and get our content right in front of the people who truly matter to us.
It’s like having a direct line to our target audience, no barriers, no middlemen. Just us, speaking up and making sure our message is heard loud and clear.
So, yeah, share of voice has become our secret weapon for getting our content out there and connecting with the folks who are genuinely interested in what we have to offer. And trust me, once you tap into the power of share of voice, you’ll never look back. It’s a game-changer!
Metric 2: Number of Meetings
One of the reasons I’ve been able to gain trust and build a solid presence on social media is because I have a strong voice in the markets I work in. It gives me the opportunity to connect with people who resonate with my content. And you know what’s next on my journey to success? Meeting with those awesome individuals who appreciate what I do.
Now, here’s the thing: I follow a specific method when it comes to asking for meetings. It’s a crucial step for me, my customers, and my business as a whole. But let me make one thing clear upfront – these meetings are not a sales pitch. Nope, not at all. I can say with absolute certainty that the countless meetings I’ve had vouch for this fact. These meetings are all about networking at this stage.
When I ask someone for a meeting, I’m transparent about my intentions. I want to get to know them, understand what they do, and build a genuine connection.
These meetings are also an opportunity for me to discover new things. I’m always open to learning and exploring, even if it turns out that the person I meet isn’t necessarily a potential customer for my training and coaching services. But, those meetings are just as important.
Why? By meeting someone new, I’m laying the foundation for future possibilities. It could mean collaboration, recommendations, introductions, or even a chance to work together down the line.
That’s why I keep track of these meeting types. I record the total number of meetings I get from my social media activity. And for each meeting, I categorise them as potential customers, potential collaborations, or simply building networks. Why does it matter? Well, for two reasons:
- First, it helps me gauge how many meeting requests I need to send out to maintain a healthy level of potential customers. It keeps things on track.
- Secondly, it gives me a record of all the amazing people I can collaborate with in the future. It’s like having a treasure trove of potential partners to create incredible products and services together.
So, you see, these meetings play a crucial role in my journey. They’re about building relationships, expanding horizons, and creating opportunities. It’s all part of the exciting ride in making a genuine difference in education.
Metric 3: Revenue
I hope you’ve picked up from this blog that when it comes to meeting people, my goal isn’t about sales right off the bat. If an opportunity happens naturally during the conversation, that’s great! But my initial intention is simply to connect with others and build meaningful relationships.
By following my specific method, I’ve been able to have so many meetings that I don’t feel the pressure to constantly be selling. I don’t pitch to people just for the sake of hitting some arbitrary numbers. Instead, I have genuine discussions about what I do only if I truly believe I can help the person I’m talking to solve their problem. And you know what? Most of the time, I don’t dive into that in the very first meeting. Pitching right away feels a bit… well, grubby!
But let’s not ignore the fact that running a business means revenue is important. That’s why I also keep track of the revenue generated from these meetings. The ones I categorise as potential customers in our CRM? Yeah, those get monitored through our sales process.
Now, I won’t go into the nitty-gritty of sales pipeline design or opportunity management in this conversation, but I do want to mention something important. Before diving into tracking the sales pipeline, there are the three key metrics mentioned, along with those vanity metrics, that I always keep an eye on. And they play a vital role in my strategy.
- First, I need to consistently check which type of content is engaging my audience each week. That helps me grow my network because it creates more opportunities to connect with people. And you know what more connections mean? More chances to ask for meetings.
- Secondly, understanding who could potentially become a new customer is crucial. It helps me prioritise my efforts and direct my resources effectively. Because at the end of the day, generating revenue is an important aspect of running a business.
So when you think about it, my approach involves creating valuable content that genuinely helps people, having non-pressured and non-salesy meetings, building a strong network, opening up new opportunities, and ultimately helping customers overcome their problems while generating revenue for my business. It’s a win-win situation for everyone involved!
I hope this gives you some insight into how I navigate the world of connections, meetings, and business growth. Let’s keep forging ahead together!
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