Module 2-The Online Ecosystem Final LK

You need to select a social media channel that suits your customers. If your customers like to use Twitter, then you need to do more posts on Twitter. If your customers prefer pictures then you need to post more on Instagram. If you are starting out with a website, then choose one or two social media channels that you are used to using to market your business. You can always add more at a later date. Visit your competition’s websites. See how they attract customers. Identify what they give away for free to get the customer’s information and e-mail address. Learn from this and decide what would be best for you to use in your business. Everyone will interact with their customer’s in a different way. Watch to see how you competition uses social media. Do they post on Facebook every day? Do they use Twitter, LinkedIn or Instagram more? Try do what they do and see if it works for your online business.

How much or how little do you want to interact with your customers?

Watch how your competition works with customers online

Learn from your competition and ‘copy’ what they do

Continuously evaluate what works and what doesn’t

See how customers react to your social media posts. If they don’t react at all it shows you that your posts are not working and you need to try something else. You need to work out what will work for you and your customers.

You need to measure the following:

Engagements: How many people - liked, commented or clicked on your post?

Impressions: How many people saw your post?

Clicks: How many people clicked on a link in your post?

If the social media site isn’t working for you, you need to drop it and move onto something else. More clicks means more traffic back to your website and ultimately with a healthy online ecosystem, means more conversions.

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