You're probably thinking ROI, right? Or maybe CPA? Or even CPE. While these are important, they aren't the most important letters. The most important letters in social media marekting are...drum roll please.
B. S. E.
Do you know what it stands for? Come on, guess. I bet you can come up with something. 🙂
Nope, not Belgrade, Serbia, Estonia.
No, I'm not talking about Bovine spongiform encephalopathy, aka Mad Cow Disease.
Nor am I talking about Bombay Stock Exchange.
Did you enjoy that? I sure did. 🙂 But in all serious, B.S.E represents the three things you must constantly be doing online to enjoy the benefits of a solid social media strategy. It stands for Blog. Share. Engage.
Let me break that down for you. Blogging + Sharing + Engaging = Increased Traffic, Increased Leads and Increased Sales. Or in other words Blogging + Sharing + Engaging = RESULTS!
What's Blog Got To Do With It
I like to think of your blog as the backbone of your social media strategy for a few reasons. For starters, blogging was the first social network. Think about it, before any other social networks were around, blogs gave you the opportunity to share what's on your mind and have people comment in real time. These two things make media social. But beyond that, blogging gives you something to share regularly on your social channels that drive traffic back to your site and brand your business. Without your own content to share, you'll constantly sharing content from others, which is good for curation, but not as much for authority. Having an active blog also gives others something to share. In case you didn't know, people love to share things. Sharing is caring. Imagine depriving all these people out there the chance to share your content and introduce them to your thoughts and site.
Why You Need To Share
Sharing is important to the equation because it helps get your content out there further and further. When my mom tells people what I do for a living, she says, "She pushes things out there in the Internet." I love this, and quite frankly it's true. Being a social media professional means you are a promoter of content. Your job is to get that content in front of as many people as possible. The further the reach the more traffic you are going to see. Getting the right traffic is a result we want. Another side of the sharing equation is that people will follow your lead. Sharing breeds sharing. The more actively you share your content, the more likely others are to share it as well. Without sharing your blog will get found but not as fast or as far as it would with a little sharing momentum.
Engagement Seals The Deal
An active sharer is nothing without an active personality behind it all. Engaging with your customers online is the final key to the equation. Engagement introduces you and your content to new people. It allows you to stay connected, build a relationship and close more deals. A social strategy without engagement is like going to a party and spurting out random things about yourself and when someone responds you say nothing. You just sit there in your corner waiting for the next thought to come to your head. It's also like sitting around a coffee table where people are chatting, you have something to add to the conversation, but you say nothing. You just sit quietly. I can bet if this is your real life interaction, you're probably not going to make new friends and be invited back for another round. Engagement is necessary to build the bonds online and help push people further into your world. Without it, you're missing out.
So, there you have it. The three most important letters in social media. Do you agree?