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The “Spray and pray theory of social media” is NOT a Strategy but it is fun to say!

Yesterday I listened to a webinar entitled The Art of Social Media presented by Guy Kawasaki and Peg Fitzpatrick. They were presenting tips from their new book of the same title. Ironically, the trending tweets during the webinar momentarily distracted the social media guru. However, I agree with the trending tweets; there were certainly some fun quotable moments like, “If social media were online dating it’d be Tinder, not eHarmony because split-second decisions are made here.” Funny, right?

I soaked up some great takeaways from this webinar! For example, did you know your tweet only has a 20 to 30-minute lifespan? Guy Kawasaki recommends posting the same tweet three times with eight hours in-between, which will give you three times the engagement. Did you know Pinterest Pins have the longest shelf life? Guy and Peg also touted their favorite social media management tools, such as HootSuite, Buffer, Sprout Social, and Tailwind.

In the final moments of the webinar, the moderator asked Guy and Peg to touch on analytics and how you align these with your social media goals. Guy’s response: “I literally pay zero attention to analytics, I am not an analytical type.” He went on to say that he is in the “spray and pray theory of social media.” WHAT?!? I thought, did I really just hear that as I picked myself up off the floor (from falling over in shock)? Without reviewing analytics, how do you know if you are even socializing with your prospective clients? How can you know what is important to them? Most significantly, without reviewing analytics, how do you know what works the best so you can do more of it?

As the Marketing Director of LeadMD, I am responsible for our online reputation, branding, continued growth, and partner relationships. Social media is just one slice of the pie; it is just one of many components that compliment our marketing efforts. In fact, every quarter we perform a full Benchmark on where we are, and we then determine our goal. The final step is putting all the elements (pieces of the pie) together to achieve the goal. Continually reviewing the performance of our efforts gives us the flexibility to try new things without taking a detour from our target. In fact, we know that having a full Benchmark analysis is such a crucial part of developing a marketing strategy that will increase revenue, that we do a full benchmark analysis at no cost. So be honest, do you utilize analytics to maximize your marketing efforts?

Guy said, “If you are using social media right you are going to piss some people off,” and I agree. However, without reviewing the analytics, it would be impossible to know exactly which post (or three) “pissed people off,” if they were part of your buyer persona, or if there is a pattern that needs to be modified.

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