Today I thought I’d start with the importance of setting a goal for your social media content, and give you some insight into the goals we set for PEXA’s social channels. We’ll also cover how we measure the success of our content against those goals.
To help drive your content and ensure you have a measurable outcome for the effort you put in, you need to have a clear goal for your social media content. You may want to increase traffic to your website, advertise your services or increase your potential client base. Whatever it is, write it down and build your content around it.
At PEXA we have several goals for our social channels. PEXA is a network business so our success is based on the activity and engagement of our existing members as well as onboarding new members. Basically, the more engaged our network is with each other, the more we succeed as a company.
Therefore, our goals for social media are:
- To help educate our members so they can confidently use our services
- To inspire our members to use our services
- To encourage our members to engage with each other
- To increase the number of members in the network
If you follow our social posts regularly you might remember seeing posts promoting our PEXA Certified program, posts on industry announcements, events and webinars or posts to some of the answered questions in Community – these are all to help educate you all to use the platform and get ready for the upcoming e-Conveyancing mandates.
I’m sure you’ve all seen (or even been a part of) one of our Vlogs, the videos we do with members and industry figures (if you haven’t here’s a link to yesterday’s about Infotrack’s PEXA Integration). These vlogs target our first 3 goals; they’re educational, inspirational and encourage engagement.
Even if you’re not a regular follower you may have seen several PEXA ads on Facebook. These ads are part of a campaign to grow our network and encourage more lawyers and conveyancers to use PEXA before e-Conveyancing becomes mandatory.
When it comes to measuring our success for these posts we look at whether the posts have achieved their goal. Have our audience, you, consumed the learning content by following the links? Have you looked at other learning resources on our website? Did you attend an event or tune into a webinar after registering from Social Media? Did you share our videos or start a conversation in the comments?
These actions are all measurable on social media platforms and it’s a good idea to start measuring your outcomes early on to get an idea of what works and doesn’t work and whether it’s worthwhile putting the effort in for your business.
If you have any questions about setting goals or measuring your social media outcomes or, if you have something in particular that you want me to cover, please comment below.
