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How to Evalute Social Media

Dog Star Media’s Patient Transformations Social Program is redefining how we look at value from social media programs. Most social media programs are focused on getting you “likes’ or followers.  And, yes, that is a way of measuring productivity in Social Media.  Getting “likes” is a 2013 social strategy....

Dog Star Media’s Patient Transformations Social Program is redefining how we look at value from social media programs. Most social media programs are focused on getting you “likes’ or followers.  And, yes, that is a way of measuring productivity in Social Media.  Getting “likes” is a 2013 social strategy. Creating a channel is a 2014 strategy and, wow, are the results better!Quick definition: a channel is a means of categorizing incoming traffic. Search engines, for instance, can be an organic channel and a paid search channel to your web site. Social mediums can be a channel, too.  So, if you are focused on likes, you are stopping short of creating a channel. Think of it this way: “likes” are ok but channels are good… or great! That depends entirely on how compelling you‘ve made the content leading back to your site.  Enter the makeover aspect of our content. We know that everybody loves transformation stories, which is why we offer only Before/After content in our social program. Properly boosted on FB, the Before/After story create that compelling draw and the link back to your web site creates the channel. This is how you create a channel off social media. Oh yeah, and all those clicks… they help boost your site relevance on keywords and lift you up on search relevance.Quick Case Study facts from some of our early adopters.Client A:On a $120 budget for promotion on Facebook,reached 21,240 people on Facebook, resulting 253 web site click throughs.  That also generated 32 likes. The lesson:if you are shooting for likes, you are shooting at the low value target. For this client 253 web visits increased her web traffic by 72%.Client B:On the same $90 budget on Facebook increased social visits by 150% by featuring a cosmetic case.  First case was a sleep apnea case with no pictures. Second case was a cosmetic case with before and after pics. The difference was a total of 261 web visitors and a 51% increase in web traffic. How many new likes?  17. Hmmm.Client C:Biggest one-month jump was a tummy tuck case. It scored 44 likes. It also registered 888 web visits on a FB reach of 21,007. That nearly doubled the Client C‘s web traffic, raising it 97.18%  That has a massive effect on SEO not to mention all those people visiting Client C’s web site learning about the doctor. Which would you rather have? The “likes” or that sort of productivity.Starting now, don’t let any social media sales rep tell you that it‘s all happening on social media. Yes, that is a vital medium to have a strong strategy but you should expect it to be a channel back to your unique marketing domain: your web site!If you are ready to tell your story in a way that draws hundreds of visitors per month off social mediums, contact me at donald@dogstarmedia.com. We are ready to help you!

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