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I have a wide fauxcabulary. A fauxcabulary is a list of words which are basically nonsense but I’m forced to use in a business environment because well… If I said what I meant clearly all hell would break loose.  The first time someone said,”Bullet Point these Price Initiatives for me?” I asked, “You mean tell you how much this costs?” I was nearly tossed out on my thrift store clothed behind.

But Actionable Metrics is not fauxcabulariy- its your lifeblood as a social marketer. What are Actionable Metrics? Just what they sound like, measurements which suggest a course of action. For instance, if you post 100 times a day about turtle wax and once a day about bike chains, and the bike chains post gets your clicks? Well, then you know you’ve stocked your twitter lists with bike messengers and not car owners and, depending on your product, you can either change who you engage with or change your message.

Such was the case with one of my favorite clients last week. The client shall remain nameless, but we share office space with them and I take my smoke breaks with them. I’d been running a low level twitter campaign for them. I was waiting on some other things to come into place, so I wasn’t really building their following just yet. I would seek out and connect with a few locals (their business is local) and automate some messages about their product, but nothing major.

Well, I’ll be damned if I wasn’t seeing a 50% click through rate (Pretty easy, actually, with a small list, also tracked via bit.ly and @everymerchant ‘s soon-to-hit-market social media software). What really got me though, was that the majority of those clicks were coming before and after the business day and that the most clicks were on the product oriented blogs that the business was posting.

Well, this told me something- people were interested in product specifics, and those people had jobs.

So I changed my tactics. I took down all the content I had automated and replaced it with product details and changed the timing of the posts to peak hours of the previous month’s click throughs.

Will it work? Don’t know, have to wait until I’ve given it enough time to turn over. And, as much as it sounds reasonable  it may still *not* have been the right move. But you have to be rubber, flexable and listen to your fans and your data.

Hit me up at @pallanteMichael some time and we’ll talk about it.

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