If you follow any of the practice management blogs, magazines or newsletters, you probably already know that it is important to incorporate social media into your marketing strategy.
Measuring your efforts in social media, however, can be tricky, especially if you are using Twitter. The New York Times recently reported on measuring Twitter influence, and you might not be surprised to learn that counting followers is not the best way to measure impact.
As the Times reported, “Someone with millions of followers may no longer post messages frequently, while someone followed by mere tens of thousands may be a prolific poster whose messages are amplified by others.” If you are looking for a better way to measure your influence on Twitter, pay attention to these influence indicators:
- Lists: Inclusion on a list is an indicator that people care about what you have to say. If you are on many lists, chances are people view your messages as relevant, interesting or important. The categories people use to classify you will also give you an idea of how others’ perceive you.
- Replies: Social media is all about engaging and interacting with colleagues, friends and potential customers. If no one is responding to your messages, they probably aren’t paying attention to what you say. To gauge your replies, periodically check the @yourname tab on your home page. How many people regularly respond to your messages?
- Retweets: These will tell you how willing people are to spread your message. Pay attention to the number of retweets you get, as well as the type of content people often retweet. If you are posting messages about your own content, such as blog posts, you can use retweet numbers to indicate which posts carry more weight than others.
- Quality of Followers: While the overall number of followers is generally useless in measuring your influence, the quality and relevance of who follows you is an important factor. When you participate on Twitter for the purpose of marketing, you want to make sure your messages are reaching the intended audience. If your followers include the type of clients your want to attract and other legal industry pros similar to you, you are probably doing something right. If the majority of your followers are marketers, friends, family and spammers, it might be time to adjust your messages.
For more tips on how to get the most out of social media for marketing your firm, follow us on Twitter at @TotalAttorneys and @KevinChern, or like us on Facebook.Back to the Attorney Blog.