Making The Most Of Social Media, Even When It’s Not Driving Sales

Marketing Tips, Tactics for Top Social Media Networks

Image: Marketing Land

Not getting the most of your social media presence? A lot of businesses have yet to unlock the formula of converting their social media investment to actual purchases. But there are a lot of features that can help you with that.

For example, Facebook Ads gives marketers the opportunity to match their product and services to Facebook data to yield more targeted and relevant messages to the right people.

Discover more tips to make the most of your social presence here.

Ring in the Social Festive Cheer


We all know for a fact that the weeks leading up to Christmas is the busiest times for retailers. What might be less obvious is that the busiest online content posting period starts early in September, and online sales drop a week before Christmas. It can be tricky to find the exact time to start leveling up the brand’s content. Do it too early and the audience may get bored by Christmas, do it too late and they might already have become loyal fans of other brands.

To heighten sales during the festive season, more and more brands are building campaigns and promoting discounts, and it is not hard to see why. 52% of social media marketers found customers via Facebook, and 65% of festive shoppers will look to social media for ideas and influence.  Let your social media pages live and breathe Christmas once December starts to make sure the audience is well aware of your presence, and have you in mind during their Christmas shopping.

Mr Youth has created a cheery infographic of how social media helps brands flourish through the festive season.



Source: FabricDigital Buzz BlogSocial Bakers

How to Implement a Social content strategy


The brand values

Developing a content strategy often starts with an in-depth analysis of the brand values and brand territory. Big words you will say, but it does not seems so tricky, just visit the online brand site and click on the section “About us” or ” our Corporate value”; extract the key points from the brand history, what topics, pillars the brand is carrying overtime in terms of consumer values, business, social and human objectives.

Matching brand values with Audience’s actual interests

Running a keyword analysis will help you to uncover the real language of your target audience. You may be surprised by the conversation of your users.  The community is using its own lingo , let them play, and get inspired with what they expect from your brand on the social web.

Here , listening is about getting the right keywords from the search engines (Your SEO strategy). A keyword analysis begins with a list of words or phrases that you believe your audience is using to find products or services like yours. To identify the right keywords that you have to reapply on your content,  use Google Adwords to discover the most search terms related to your business.

  • Google AdWordsa free tool that uses Google AdWords data to determine what phrases are popular.

Where your audience is ?

From statistics and Audience tracking tools, you have to identify the split of you audience across channels. Plenty of tools will help you to identify your demographics and user profiles.

  • Google AdPlanner : find our more on placement, reach, interests of your audience.

Eventually you will have to identify the key social platforms to engage your audience :

For consumer brands and B2C, Facebook is of course the main channel to build your community and seed your content. Blogs, online video sharing and forums will carry your influencers and brand advocates. The latter are utmost important to drive both product, services awareness and user’s advocacy.

LinkedIn can be a powerful tool for B2B (business to business) companies. Facebook does well for B2C (business to consumer) offerings. Blogs and online video-sharing sites like YouTube can work for any audience, but may be blocked by corporate firewalls.

You can also use “listening tools” like Radian 6 or Synthesio to see if the conversations are already taking place across social media. There are a number of free and paid tools for listening for specific terms in social media.

The content pillars

In order to seed content on your Facebook activity stream or commonly labelled “wall” , you need to identify a few content pillars to drive (1) your brand superiority, (2) the brand relevancy.  What are the consumer insights ? How do they understand your product / service ?. Your brand is superior versus the competition…

{Insert content pillars matrix}



Measuring the Results

A keyword analysis and some social media demographics will get you started, but you need to measure the impact of your conversations to see if you’re making headway. I recommend—at least at the beginning—to keep this as simple as possible. Some suggestions:

  • Track how many comments and Likes your Facebook post gets.
  • Track monthly how many followers, retweets and mentions you or your brand gets.
  • Measure how many comments your blog posts get and how much traffic they receive.
  • Measure social media referral traffic to your website; in other words, how much traffic is sent from Twitter, Facebook and LinkedIn?

It takes all kinds to make the (digital) world go round


Plenty of studies have revealed the different personalities you encounter on social media. Don’t be fooled, people you know in real life might take on extremely different personalities online. What prevailed from these studies are the extremes of traits, such as the informers and the lurkers.


Many a times, it is difficult to differentiate one personality from the other, especially from looking at just the persona’s profile. Queue the social media agency!

At One9Ninety, we pride ourselves in identifying the social media influencers that make the difference to whether a brand’s social media presence sink or swim. As we all know it, it is much easier to trust consumer recommendations than brand advertisements. A whopping 78% of consumers rather make purchase decisions based on recommendations than to have seen in an advertisement. So, we look out for the obsessed and the informers on social media. Those who are trusted and liked by their large following, who post valuable and original content regularly, and we let them speak for the brands. They generally rank highly in all the aspects of the “Big Five”: Neuroticism, Extraversion, Openness, Agreeableness and Conscientiousness.

Using digital tools and expertise in identifying these influencers, we connect them to brands that they mirror to build valuable and beneficial relationships.