In the metric-obsessed digital landscape of today, entrepreneurs often ask their marketing teams this question – why spend so much time and energy on social media management if it can’t directly be tied to sales? Well, it can, they are probably just looking at the right metrics. It is very easy to see if someone clicks a link from an ad.

But what if someone sees you ad, then goes to your facebook page, then goes to your website, and THEN finally decides they want to buy something completely different than what your ad was for?

Look, it can be really simple.

Likes do not pay the bills, but they can get you closer to people who do.

Here’s another way it can work out in your favor…

Step 1: Someone likes your restaurant and comments on your post
Step 2: Using retargeting tools like Facebook ads, you show them more of your content
Step 3: Their friends see your content and decide to visit your restaurant

The result? Indirect sales.

(make sure you have analytics.google.com on your current website)

If you’ve got a lean setup and want to maximize your social media impact, here are 5 DOs and 3 DON’Ts to create original and engaging content

….Want a simple way to track where every click is coming from just click… no it\'s not that easy… I want you to read the dang article so I\'ll tell you somewhere in the post.

The DOs

1. DO create + curate visually engaging original content

Audiences like looking as much as reading—memes and quotes are good examples of this. You can create your own content and share others’ as well, while giving them credit.

How to:
a. Create 90 different posts

Since posting everyday can take time away from your business, 90 pre-planned posts takes care of at least 3 months of social media content. And you can hire freelancers and designers to do this for you. Easy!

b. Automate posting

Using software like Hootsuite and Buffer, you can schedule posts to go out all week, saving you time.

Pro tip: Feature your customers or clients in your business. Posting testimonials as short videos or posts is good social proof for your business and has lasting value.

2. DO ‘ask a question’

All good conversations start with a good question. So does social engagement.

This works best on the social platform where you are already have the most active audience. For example, Instagram influencers can ask questions as polls on Instagram stories.

How to:
a. Notice interests
Pay attention to the type of questions your audience is asking you and engage in those topics as a poll.

b. Stay agile
Algorithms change constantly, so pay attention to the new features and constantly use them to ask questions. This will demonstrate your expertise in the medium.

3. DO ‘fill in the blank’

Human psychology works to provide answers to complete sentences. Use this to to prod engagement from your audience.

How to:
1. When you are running ads, use the last frame to pose a question and get the audience to fill in the blank in the comments area.

2. Create cheat-sheets and other giveaways to reward the best ‘fill in the blank’ answer.

4. DO ‘Caption this’

Use a funny image or a meme for your audience to caption. The key is to use something that will prompt an immediate response.

How to:
1. Use personal content—like an image of yourself—to get responses
2. Publish the best responses and tag the winners to acknowledge them socially

5. DO ‘Take a stand’

Do opinion-based posts on issues relevant to your industry and your niche. Discuss the ramifications, a forecast of how this will impact business and how it affects related industries.

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The Don’ts

1. Running contests not relevant to your niche

Yes, we all want attention—but we should be looking for the right kind of attention.

A real estate agent should not be be giving away Amazon gift cards because most of those who respond will be freeloaders—they won’t lead to any business. A better example would be for someone in the travel niche to seek out sponsorships in order to give away three-day vacations to their followers. This is a benefit that resonates with their business offering.

2. Stop airing out your dirty laundry to people

Sometimes, sharing goes overboard. Audiences get turned off by over-sharing of personal issues. If you do this, you will be getting attention for all the wrong reasons—which will eat into your equity as a professional. Guard yourself against this.

3. Don’t act needy for business

New businesses fall into this trap easily and often. You won’t gather a following if your posts feel like a transaction. If you are not creating real value through posts people are going to tune you out.

Instead of asking for business, demonstrate thought leadership, encourage your followers, provide resolutions and be genuinely helpful. That will take you a long way.

In summary:

Be genuine and professional.

Pay attention to trends, but always speak in your own voice.

Add value whenever you can.

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