These are three big and related questions that have some long answers and short answers. In marketing, metrics are everything, or at least that is what the big companies want you to think.
The only metric that matters is Sales Per Marketing Dollar spent. The rest is marketing smoke and mirrors to get more money out of your pocket.
So how does social media and social marketing fit into this mix? Basically your only expense is your time unless you hire someone to do it for you. My company used to offer the service, but the evolution of social media has made it ineffective for a third party to take over social media marketing.
What we do now is monitor your marketing and send reminders to someone inside your company. If the information doesn't come from within your business it lacks the authenticity that social media requires. We can start a program and coach you through it, and that is about it.
Why hire a coach? Reminders and accountability. 90% of the time people just need to be accountable to someone.
Social media and Social Marketing isn't any different.
Recently I took a class from someone who nailed all of the rules, and didn't follow a one of them. It was great because her lack of traction said it all.
Some simple keys?
First, make sure you know your customer. Think about your best customers. The top 1% in total dollars and the top 1% in profitability. When you write a tweet or Facebook post, write to them. Don't write to everyone.
Second make sure you post. Some good minimum rules, One blog post per month, One Facebook per week, three tweets per week. If you have nothing new, find something that helps them even if it isn't related to your business but something they trust you with.
Third, Listen and learn from them. See what they like and what they skip. Post more of what people like.
That is all you need to do. If you want a little more, try my book, "The Easy Guide To Internet Marketing"
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