How You Measure Client Success

Showcasing engagement on Twitter is nice. Reaching 150,000 people with one Facebook post is amazing. Highlighting a Pinterest board that a lot of people are following must mean you’re doing something right… right?

There is meaning in measuring what people are doing for or on behalf of your client. It gives you talking points, it proves you’re stirring the pot for them and getting people to interact with the brand.

I think we can do more. We can go beyond what customers, tribes, fanatics are doing for our client and notice, share, and appreciate what our client is doing for them.

The best way you can measure client success on (and off) social is by recognizing and shining the spotlight on what the brand has done for them. Sometimes this is represented by a gracious tweet or a shoutout on Facebook, but gets lost in all the examples of what the buyer is doing for the brand.

Metrics like click-through rates and subscriber numbers matter, but no one starts a business for the sake of getting engagement on a social platform, they start a business to make a real life impact on someone. Don’t you think we would want to show that’s being done on social?

 

Stay Positive & Let’s Start Measuring Results, Not Impressions

The Follower Outbreak

The Follower Outbreak

The Follower Outbreak

If your goal is to get to the phase where you have 100 new followers a day or that moment when you finally go viral, you may be missing the point of why you do the work you’re doing.

The remarkable writer, lawyer or any artist for that matter doesn’t need 20k followers to make a living off their art. They don’t need an outbreak of followers to be successful. What they need is a tribe.

A tribe is a group of people like you. That’s why it’s great to make your “about me” page more of a “people like me…” page, as in, people like me are fearless or people like me live to debate or people like me just can’t help but write. It lets people who come across you know you’re just like them, that they have found the right tribe.

There is no specific cap on the number of tribe members you can have. There is, however, always a breaking point when you can’t turn the strangers that follow you into friends because you’ve exceeded your capacity of engagement.

Imagine you are getting 50 new strangers following you a day starting tomorrow. How will you make them feel part of your tribe?

Difficult, huh? And time consuming.

If the follower outbreak is what you’re going for, reflect on how much experience you’re giving up. By aiming for the mass, you miss making the smaller connections with people who really care about your work, and who you may even learn from.

And if you’re looking for monetary success, the number of followers you have rarely indicates how much you will make. If you were to divide your followers up by friends and strangers, it is the friends who you can rely on to download your ebook, to share your starter kit, to call on your for consultation services. These friends make up your tribe. Treat them well.

Building a tribe is a slow process, but far more rewarding than an outbreak of followers.

 

Stay Positive & They Are Only Strangers Until You Turn Them Into Friends

Photo credit
Expecting Conversation

Expecting Conversation

Instagram Photo

I see a lot of social media posts and talk to others who create online content wondering why they are not getting any engagement, why no one is commenting on their Instagram photo or replying to any Tweets. My reply is two-fold.

Lack Of Communication

Those who see the blog post, the Instagram photo, the podcast, don’t know what they are supposed to do next. Amateurs – and I don’t mean it as an insult – simply state what they want the viewer to do. Some write “leave a comment in the comments section below” at the end of their blogpost or ask “please share this video with your friends” at the end of their YouTube bit. It works!

The more experienced communicators can craft the message in a way that asks the viewer to participate, to communicate in some way without asking straightforward. The wording, the voice, the structure matters, but takes hours of practice to get right.

Writing into a void is easy, writing to interact without requesting the interaction is di-fi-cult.

Take care how you craft your next message, when you write your next blog post, when you post an Instagram photo description. Be sure an objective viewer will know what you want them to do.

Lack Of Emotion

Simply stating, a lot of created social media content is safe. It’s banal. It’s all numbered, bolded, bulleted and smells like a PowerPoint.

If you’re not getting interaction (when interaction is what you want) you’re lacking emotion in your content. The Instagram photo isn’t moving enough, the YouTube channel doesn’t make the viewer feel like anything has changed after watching, the blog post doesn’t make the reader giddy to start something new.

The question to ask before you start anything, before you tweet, before you share a photo on FB: how do you want viewers to feel?

Just as important, the question to ask before you finish anything, before you hit send, before you upload: will the viewers feel what you want them to feel?

 

Stay Positive & Voice Matters

Photo credit: me

A Bit On Voice

Without any legitimate training in the understanding of artistic material, you can tell good from bad.

You may not be a graphic design expert, but I trust you can look at a website and tell if it is designed really well.

You may never have touched an instrument other than the pots and pans of your mother’s cupboard, but I will bet you can tell when an orchestra is in harmony.

You may think you’re a terrible writer, but when you read something someone else has written, I just know you can tell if the writer has voice or not.

Everything in life speaks to us, but only if it’s given a voice.

A lot happens, rather, doesn’t happen when a writer fails to have voice in their writing. When there’s no voice, there’s also no humanity in the piece, no node for the reader to connect to, no electricity.

Peter Elbow refers to voice as juice. “’Juice’ combines the qualities of magic potion, mother’s milk, and electricity,” Elbow said.

By ‘magic potion’ he implies there is power in the words, power to change the reader’s emotions, power to produce an entire world in one’s imagination, power to turn someone’s worldview over in a pan and call it sunny side up.

In mother’s milk you receive the nutrients you need to grow. Voice is a way of using words to express how much you care about a subject, and, by extension, the reader. Words that nurture the reader, giving them all they need and more, those words have voice; you might even say your mother’s voice.

As for the electricity I have mentioned, it’s about conversation and establishing an experience. Do you know what I mean?

That, right there is a question I’ve posed to you through the written word. Your engagement level rose, perhaps you answered the question, perhaps not. If you did, that is because there is voice in my writing. Maybe you wanted me to explain more of what I meant or in your mind added to my side of the conversation.

Conversations have energy and develop experiences.

Voice, in a way, is energy. Words can touch a person, pat them on the back, tap them on the shoulder, and stroke fingers through their hair. If you type words the way you say them conversationally, that’s how to find your voice. Then you can proceed to clean up the flow, but not too much.

Elbow also disccusses the potential and often-occurring action of overcorrection. You may have voice in your writing and through editing, remove the voice. Making all the corrections you can, editing something so it reads and looks perfect, takes out the humanity of the writing, and humanity is what people connect with. Notice the spelling mistake at the beginning of this paragraph. It reminds you I am only human.

While removing all spelling errors doesn’t quite remove your voice, reworking sentences so they are completely grammatically accurate can. When you make writing flawless, the reader thinks a robot is talking to them. No one wants to be spoken to by a robot. Unless, of course, they are a robot.

 

Stay Positive & Everything You Do, Do With Voice