ROI And Social Media – How Is It Measured??

All too often I am asked the question, “How are you able to measure my return on investment if I promote my business through social media?” Well…guess what? There is no magic formula or special way to measure your ROI through social media efforts.


So, why waste time and money investing in social media marketing since there is no concrete way to determine your ROI, right??? Not so fast…

If you are like me, a numbers person, I can understand the frustration. Believe me, it is frustrating having to answer this question! Which is why I figured I would create an official answer through my blog. So here it goes…

While there is special formula for determining just exactly “how much money” your social media efforts are making you, there is the following (and this is just the tip of the iceberg) to consider…which in my mind is preeettttttyy important if you are a business owner:

Building your brand – If you are a new business or expanding your product or service, social media is where you want to let the world know what you are offering!

Customer support – Social media is a great way to create two way conversation with your customers. They can post questions, concerns and/or praise and you can reply back instantly to them.

Become known in the community – Social media is a great way to show your followers you support the growth of the community. Share other small businesses posts on your page and promote any fundraisers and/or events your business is taking part in.

Manage your reputation – Know what others are saying about your brand. Ask for customer feedback on new products and find out what your consumers are looking for.

Connect with your customers – Social media is a great way to show your customers and potential customers what you are all about. Post pictures of daily routines at your place of business, a picture of a happy customer or the resident pet that oversees your businesses daily activities! People love seeing the “human” side of a business.

Bottom line, social media is a way to connect with other people and build relationships. We all do business with people we “know, like and trust,” right? Well, there is your ROI. Social media gives you that opportunity to let people find out more about your business (they’ll ‘know’ you),find out why your business rocks (they’ll ‘like’ you), and go to you for industry related answers to their questions (they’ll ‘trust’ you).

Community Pathway is here to help you manage your voice online through social media. Give us a call! We specialize in small businesses and are confident we will make you a business people can “know, like and trust.”

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Video Adventures and Community Pathway Promotional Video

Community Pathway offers complete social media marketing packages for any type of small business. From creative posts to your Facebook and Twitter pages to custom monthly email newsletters complete with Blog articles and links to your website and social media sites. Community Pathway will completely manage every aspect of your business’s social media marketing efforts so you don’t have to.

We have now joined resources with the creative forces behind Video Adventures to offer new and progressive social media marketing packages that include videos to go along with your Newsletters, blog posts, Facebook & Twitter postings as well as on YouTube.

These are videos that will promote, educate, train and entertain your prospective clients.

We have introductory specials and affordable packages to provide weekly and monthly video postings to drive more traffic to your door.

A great referral for us is a local business owner who wants to energize their company with cutting edge social media marketing.

Contact Community Pathway at Community Pathway dot com

Or Video Adventures at Video dash Adventures dot com for more information.

Together, helping businesses connect to their social community, one video at a time.

Posted in Blogs, Email Marketing, Facebook, Small Business, Time for Social Media | Tagged , , , , , , | Leave a comment

What Is A Hashtag?? #Hashtag

Why hashtags should be an important part of your businesses marketing.

If you’re a social media novice, hashtags — those short links preceded by the pound sign (#) — may seem confusing and unnecessary.

They are however, an integral way we communicate online, and it’s important to know how to use them – even though some people, like Jimmy Fallon and Justin Timberlake, are not the biggest fans:

Sometimes hashtags can be a bit annoying when people are just saying jibber-jabber like the video above but they truly can be beneficial to a business’s marketing approach. Plus, they can be a lot of fun.

What Are They?? The pound sign (or hash) turns any word or group of words that directly follow it into a searchable link. This allows you to organize content and track discussion topics based on those keywords. Click on a hashtag to see all the posts that mention the subject in real time.

Examples of using hashtags:

  • Send followers online discount codes if they include your company hashtag in their posts. You can also create your own hashtag to generate a buzz around a marketing campaign.
  • Hashtags make it easy to track a promotion’s activity across all your social platforms.
  • Include popular hashtags in your businesses post such as #QuoteOfTheDay, #Love, #PicOfTheDay or #SmallBusiness so your post shows up on a popularly searched hashtag.

Still confused about hashtags? Call Community Pathway for a free consultation.


Posted in Blogs, Email Marketing, Facebook, Small Business, Time for Social Media, Twitter | Tagged , , , , , , , , , , , , , , | Leave a comment

Small Business’s Future For Social Media In 2014

Have you set up your business’s marketing plan for 2014?

Community Pathway would like to share some tips for planning your business’s marketing plan for the next year, especially when it comes to social media.

new year planningIf you still aren’t on the social media bandwagon, 2014 is the time to hop on!

  • Make a shift towards more engagement vs. followers. Everyone has strived for being the company with the most amount of followers. While big numbers are great, engagement is what really matters. Get people to interact with your posts, comment and like your posts, “retweet” and “repin” your tweet and pictures.
  • Add more visual content. Infographs, videos and photos will have a greater impact on creating engagement than plain text. If your business doesn’t have a short video made up for its website, YouTube channel, newsletters, etc., call us! We have partnered up with the brilliant masterminds of Video Adventures and are offering competitive “Social Video Packages”.
  • Speaking of video, did you know YouTube is the second biggest search engine on the PLANET?? Once again, if you don’t have a video in place, we highly recommend it for 2014. You may even want to do a series of small minute long videos you can use throughout the year!
  • Keep blogging. Blogging is an important part of targeting inbound leads and should be even more prominent for 2014’s marketing plan. If you haven’t created a blog or haven’t added new content to your blog in a while, this is the year to get back on track!
  • Have you been participating in Facebook ads? Well if not, plan on it in 2014 if you want your posts to be seen by your followers! With this being said, because of the added cost Facebook will likely incur to Pages, Google+ will start to become even more prevalent among businesses. Do you have your Google+ Page set up? Are you posting to it regularly? Things to consider this New Year!
  • Do hashtags in posts annoy you? Well we’re sorry if they do but in all honesty, the use of hashtags will soon become mandatory in order to bring any visibility to your posts. People search on terms…pop a hashtag into a Google search, ex: #PicOfTheDay, and check out all the different feeds that come up. We recommend using a hashtag in EVERY post!

Social Media Marketing is a tool your business needs to make sure it is using for the New Year. If you have questions about getting started or even just getting back on track with your business’s social media marketing, please call us! We’re happy to provide a free consultation!

Posted in Blogs, Facebook, Helpful Information, Small Business, Statistics, Time for Social Media, Twitter | Tagged , , , , , , , , , , , , , , | Leave a comment

The ONE Rule To Getting The Most Out Of Social Media Posts For Your Business

The 70/20/10 Rule of Social Media Marketing.

So you know you need to post to your businesses social media sites, but what exactly should you be posting?

702010While the main goal in business is to sell your product, social media should not be used primarily for that.  Social media is a great way to build your brand while also building relationships with those in your  community.

My favorite rule to keep in mind when posting to your businesses social media sites is the 70/20/10 Rule:

  • 70% should add value to your business and build brand recognition. The best posts in this category are fun in nature. You can use relevant business tips to local news and recent events in your community. You should also ask questions to your fans and share favorite quotes. For one of my clients, a State Farm Agent – Julie Ngo, I posted a cute picture of a dog and in the status I said “Do you “Ngo” about #StateFarm’s pet coverage? Before you pick out your new pet at the best shelter, Animal Friends of the Valleys, check your #homeowner’s insurance. If your guests are bitten, are you covered? State Farm has NO pet restrictions.” I made sure to tag Animal Friends of the Valleys so those who like their page would see this post too! See our #hashtag article to explain what they are all about!
  • 20% should be sharing other’s ideas or Facebook posts. Tag other business pages and promote their events and sales by clicking the “share” button on their posts. (Note – A tag is a special kind of link. When you tag someone, you create a link to their timeline. The post you tag the person in may also be added to that person’s timeline.)
  • 10% should be promotional. Use this to introduce new products or lines, store sales and events, coupons, discounts, etc. This is where you can “sell your product” but remember, keep it down to 10% of the posts you do.

Please remember to keep us, Community Pathway, in mind for all your social marketing needs. We can simply start you up to get headed in the right direction with your social media and we can completely manage it for you so you don’t have to worry about it but can rest assured knowing it is getting done.

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Facebook Analytics – What Posts Are Getting The Most Engagement?

Question: Do you post fun photos/quotes/questions to your Facebook business page that aren’t necessarily related to your business?

If you answered “NO”, you may not be achieving the engagement your Facebook page is fully capable of.

I’ve had clients tell me they don’t know why I post a funny cat picture or ask a “Flip flops or tennis shoes” question on their FB page. While I LOVE cats, I don’t just post cat pictures because they’re cute and I enjoy them. Funny pictures, questions and inspirational quotes all create engagement.

Think about it, if you had someone only pushing their product on you, telling you about why their widget is the best, and so on, wouldn’t you eventually get tired of seeing their posts?

In order to keep your followers happy and entertained it is a good idea to think out of the box. And I challenge you to take a look at your Facebook analytics to prove this point.

Let me give you an example of a client of mine, Clear The Air. They are a company which sells Odor Eliminator Products to consumers (and they truly do work!). Looking at their analytics for the past week, I do all sorts of posts from links to their website and info on their product to silly pictures and questions. An example: Every Friday I post a #HappyFriday picture (check out my article on hashtags). Take a look at the picture I posted:

sample fun pic

Now some may say a picture like this has nothing to do with my product I sell and is a waste of time. This post however received the highest number of reach and engagement last month. 14 people liked it, 1 commented and 11 people shared it on their Facebook!

Now a post that I did for them about eliminating odors from their home received some of the lowest analytics – no one liked it, no one commented on it and no one shared it. This doesn’t mean these topics shouldn’t be posted; after all you definitely need to get your product out there and educate your consumers on it. What it does mean is having fun and light info mixed in with your products value and uses will keep your customers coming back to your page to see what you’re latest post is.

If you have questions about checking out your page’s analytics and seeing what posts are your most popular, please call me. I am always happy to help!

Posted in Facebook, Helpful Information, Small Business, Statistics, Time for Social Media | Tagged , , , , , , , , , | 3 Comments

Hashtags – Why Your Business Should Be Using Them

Hashtags and social media – what your business needs to know.

hashtagHave you taken advantage of hashtags with your Facebook Business Page yet? Like Twitter, Instagram and Google+, Facebook has now integrated hashtags into their posts.

If you don’t yet know how hashtags (also known as the “pound” symbol) work, here is how: By affixing “#” to the beginning of a word or group of words, you instantly make that word clickable. If someone were to click on your hashtag, your content is now indexed into that category.

For example, if you hashtag “#PicOfTheDay”, anyone else who has used a hashtag like this one will show up when one clicks on “#PicOfTheDay” hashtag. All shared content, including photos, text posts, and videos are displayed on the results page when you click on or search for a particular hashtag.

But why does a business need to use hashtags? Here is why:

  • Promote a new product. Gain exposure for a new product you are launching. If you sell clothing, use hashtags such as #boots, #sundresses, or #flipflops.
  • Help push a contest or campaign. Add hashtags to your posts that mention the contest so that people who are browsing that same hashtag are more likely to see your contest and engage with it. Also ask your fans to upload the pictures and include the hashtag you make up for your contest. For example “#JulysCutePetContest”.
  • Use hashtags to grow your social SEO. Use hashtags for every aspect of your business. If you are a florist, use hashtags for things like #WeddingBouquets, #flowers, #BirthdayFlowers, #ValentinesDay, #Anniversary, etc. Remember not to go crazy – keep each post’s hashtags to a minimum or else you run the risk of annoying your fans.
  • Create more opportunity for people to “like” your page. If you end a post with the hashtag, #fitness, then everyone (regardless if they like your page or not) who is looking up the #fitness hashtag will be exposed to our post.  In business, the more exposure the better.

Remember to use hashtags correctly. While hashtags can be very beneficial for your Facebook Business Page, when used incorrectly they are just noise.

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Why Does My Business Need A Blog?

The reasons for having a blog.

Do you hear the word blog and wonder what it is or why they are even necessary? A blog can dramatically help your business attract new customers.

Blogs are an important asset to your business and here is why:

blogTraffic: The more traffic you have coming to your website, obviously the more likely you are to make a sale. With that said, a frequently update blog will help you direct targeted traffic to your business website, increasing the chances of a sale. The more links you have in your blog to social media sites like Facebook and Twitter, the more likely you’ll build traffic on these sites as well. Also, posting your latest blog entry to your social media sites helps drive traffic to your website.

Expertise: This is one of my favorites! See who else in your field of work is writing a blog. Chances are, it is less than half. With a blog, you can establish yourself as an expert in your field when updating it with relevant content of your industry. Update your blog frequently with valuable content and establish yourself as their go-to person. If you blog regularly, you build a visible presence on the web and also nurture relationships with potential customers while establishing your expertise for your industry.

Credibility: In most cases, if a consumer feels the already “know” you, they are more likely to purchase products or services from you. A blog that you regularly update can help create a community and allow your readers to feel like they know you. With a blog, you allow customers to reach out to you and stay updated on new developments, products and services you offer on a consistent basis.

Customer Service: With a blog, your customers can contact you with questions and comments. A blog is also a great way for you to update customers on new products or services being offered as well as any specials and discounts you are offering. With a blog you can gain valuable feedback from your customers to make improvements and build a better business.

A Voice: In this day in time, anyone can post anything about a company online, be it bad, good or not even close to the truth. When you start a blog for yourself, it gives you the ability to manage your reputation and give your business the voice and authority it needs.

If you haven’t started a blog for your business yet, now is the time. We can help your business set up it’s blog and make regular blog entries to it. Contact us to find out more!

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