Are You a Marketing Pooh or a Marketing Eeyore?

This past week I attended a talk by Scott Stratten in support of his two-in-one “Book of Business Awesome/Book of Business UnAwesome.” The presentation was hosted by the Social Media Club of Detroit.   

Scott Stratten is the high-energy president of UnMarketing, a witty and passionate purveyor of spot-on advice to companies about what he terms “authentic marketing.” He is on a mission to help position brands as a trusted partner to target markets.

Marketing Yin and Yang

The book presents a clever “two in one” model. One side of the “Business Awesome” cover shows a cheery red ladybug and the subtitle “How Engaging Your Customers and Employees Can Make Your Business Thrive.”

Midway through, at page 122, you come to “the awesome end” and flip over to the other side… a parallel “unawesome” universe (think if it as Bizarro Marketing World) showcasing a bloody splattered ladybug on the cover and the subtitle “The Cost of Not Listening, Engaging or Being Great at What You Do.’

UnMarketing's Scott Stratten talks circles of influence at Social Media Club of Detroit event, Motor City Casino
(photo credit: Deborah Edwards-Onoro) 

Here's an insightful review of the book, which says it all really. Stratten provides useful information in the short chapters, each providing as much depth as a blog post with pithy examples of either marketing done right, or marketing done very badly. The section on the blatant misuse of QR codes in marketing is especially engaging.

Which Do You Choose?

What’s interesting to me is that the book serves as a “personality” indicator – with which side do you begin?  Do you delve into the “awesome” side  showcasing the best of today’s social media marketing? Or do you delight by starting with the “unawesome” side filled with cringe-worthy examples of marketing initiatives gone astray?

Is it indicative of a marketer’s level of optimism or pessimism as to which side they flip to, considering the Yin and Yang approach?

Pooh vs. Eeyore

The decision as to which side to first select is similar to a personality test about what Winnie the Pooh character you are most like in The Hundred Acre Wood. 

Will a positive marketing “Pooh” Bear start with the Business Awesome side, and the dreary Marketing Eeyore start at Business UnAwesome?

Even despite claims as being a “realistic optimist”,  I’m most definitely a Marketing Eeyore.  I was compelled to start with the Business Unawesome side, and delighted in each of the short marketing tales of woe.

Which are you most drawn to -- Pooh Bear Business Awesome or Eeyore Business Unawesome?

Bonus!  

Check out this online audio archive interview with Scott talking with WDET's Craig Fahle.  

Have You Checked Your Social Network Profiles Lately? 7 Tips for Those Enhanced Profile Pages

In the last few months, three major social network platforms in the b-to-b space (Facebook, LinkedIn, and Twitter) have offered enhanced profile page options.

(When you work for a few b-to-b clients like I do, one can spend an awful lot of time thinking about this minutiae each week.)

By enhanced profile page options, think in these terms ... each one of the platforms offers more availability for business-to-business marketers to:

• upload images
• provide product details
• create company timelines
• link to blog posts
• link to videos
• link to webcasts, other multi-media
• provide product reviews, recommendations, endorsements
• more stuff I’ve probably missed

To be honest, these changes are a lot to keep up with, and there are certainly changes I’ve missed.  Some good background on the LinkedIn company pages can be found here. Profile tips and techniques to take advantage of the most recent Twitter changes can be found here.

7 BtoB Tips

With the expanded opportunities to post more content, graphics and multi-media, branding across all social media platforms, as well as a company’s website, becomes a key issue. 

It simply doesn’t pay to haphazardly update profile pages with a random assortment of content that doesn’t relate to other online marketing outlets.

In the spirit of best practices, please keep these 7 tips in mind when adding content, imagery and information to enhanced company profile pages:

1. Keep it Simple. While it's great to take advantage of the ability to post videos, timelines, webcasts, and add product descriptions, don't over-do it.  Online readers are an impatient lot, make it easy for them to browse your profile pages. 
2. Contact Info, People!  When updating social media profile pages, don’t forget the basics like company URL, email and phone number. Keep this info front and center! Yes, people still like to cut to the chase and call! PS, use the same phone number offered on the website contact us form. 
3. Spit & Polish. Get your graphic designer involved to optimize how graphics look, with consistent branding in terms of colors, fonts, look/feel.
4. Strategic Messages, People! Don’t waste words on cute phrases or ad copy – use keywords wherever possible when populating product pages and keep “Key messages” front and center. Use strategic hashtags in Twitter bios and profile descriptions.
5. Brand Consistency. Avoid the temptation to introduce new branding, new taglines or other new elements – instead, reinforce social media profile pages with the same, consistent branding on the company’s website.
6. Device, Browser Compatible? View a company’s Twitter, Facebook, or LinkedIn pages on various browsers or devices to make sure all looks well.
7. Return Often. Don’t set it and forget it, be sure to return to profile pages at least quarterly to take advantage of any recent enhancements.

What is a Realistic Optimist?

(Image from General Hilarity)

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My Twitter bio includes the phrase “realistic optimist” and somebody recently asked me what that means.

I carefully included that descriptor when establishing my Twitter account.  Twitter bios are designed to be extremely short at 160 characters.  The two terms use up a precious 18 characters with space, so why include it?  And more importantly, what does it mean?

The term ‘realistic optimist” appears in my bio for both crass reasons, and more lofty, altruistic ones.

Crass Commercial Reasons:

The term ‘optimist” is a critical keyword. 

Twitter bios are searchable. That means folks use keywords when they seek other like-minded Tweeps to follow on Twitter. A bio is a form of SEO (search engine optimization) for connecting with fellow optimists via Twitter. 


Yes, pretty slick, eh? Crafting a Twitter bio to attract fellow optimists!  And you know, it works!  

(Read more about optimizing Twitter bios by smarter folks.)

Lofty, Altruistic Reasons

Nearly two decades ago, I read a seminal book about optimism by Martin Seligman entitled “Learned Optimism.” The practical strategies shared in that book have become a way of life for me.  I reread it annually. 

In a nutshell, Seligman’s scholarly work makes the case that optimism can be learned; and has everything to do with “explanatory style” and framing situations as a way to optimize energy and outcomes. 

(Intrigued?  Take this “learned optimism” test to see what your “explanatory style” is here – try it!)

Thus, including the term “realistic optimist” in my Twitter bio reflects the “true me” and patterns of thought I aim to cultivate.

So What Does It Mean?

The Harvard Business Review took an in-depth look at “realistic optimism” in a post from earlier this year.  They offer this definition:

Realistic optimists …believe they have to make success happen — through things like effort, careful planning, persistence, and choosing the right strategies. They recognize the need for giving serious thought to how they will deal with obstacles. This preparation only increases their confidence in their own ability to get things done.

I would modify that description as follows, weaving in key themes from Seligman’s research:

A realistic optimist cultivates an energy-affirming mindset, consistently seeking to frame obstacles as temporary setbacks, forging ahead by taking the best course of action one can at the time, as best as one realistically can. 

Well, that’s a tad wordy. Let's try this definition instead: 

A realistic optimist does the best one can, where one is, with what one has.

And that, dear reader, explains those two terms in my Twitter bio.  What’s your take on realistic optimism?  

And more importantly, what words do you use to describe yourself in your Twitter bio?

Everything You’ve Always Wanted to Know About Hashtags (but were afraid to ask)

You likely know about Twitter, the micro-blogging site where folks post updates and interesting content in 140 characters or less.

Many previous B-to-B Blog posts address Twitter’s use in business-to-business marketing communications. 

When executed strategically, Twitter makes a big impact for folks in a range of business-to-business sectors.

What is a Twitter Hashtag?

A hashtag is a word that includes placement of the “#” character in front the desired keyword.

In the Twitter Universe, inserting a Hashtag in a Tweet helps Twitter users “tag” updates with keywords. These keywords categorize a Tweet.  They are then useful for performing Twitter searches in order to find updates related to a particular topic.

For an example, here’s a Tweet about this very post, with strategically inserted hashtag that folks in the marketing world follow on Mondays. It also includes a hashtag of the word hashtag…how #zen, eh?

Ever wondered about #Twitter #hashtags?  Blog post answers all http://ow.ly/5IoUT #marketingmonday

How are Hashtags Created?

You, along with the Twitter community, create hashtags.

A hashtag is essentially user-defined, nobody owns them per se. Anyone can create and use their own hashtag in a post or comment. (remember #winning?) Other Tweeters are free to either use it or ignore it. Like many aspects of social media, it’s an entirely democratic process that polices itself.

How Can You Use Hashtags?

Folks Tweeting about marketing communications use hashtags often.  In other sectors, like corporate training or HR consulting, use of hashtags is growing.

How does one know what hashtags are out there?

An easy way to do this is to simply use Twitter Search and put the # symbol in front of a word.

The results show popularity of a hashtag. Other tools to monitor Hashtags include:

-       Twubs.com


-       hashtags.org


-       twemes.com


-       Tagalus


-       HashDictionary


-        What the Hashtag?!


-        What The Trend?

This screenshot shows a result from hashtags.org.

Why Hashtags?

Hashtags broaden the distribution of your Tweets.

When a Tweet does not contain a hashtag related to the topic, your followers are likley the only people reading it, and that’s if you catch them with Tweets in their message feeds.

By adding a hashtag to your tweet, more people read it who are interested in that topic. You have a better chance of engaging with relevant followers, which after all, is the point of the thing.

For instance, if you Tweet about manufacturing, add the hashtag #manufacturing to each tweet. This categorizes the tweet for those who search for that topic on Twitter. 

If you’re a corporate trainer specializing in leadership developing, Tweet relevant content or blog posts and use the hash tag #leadership – this way a lot more people will find it. Why?  Those folks are looking for related content by using the hashtag. You will engage with related and like-minded folks this way. 

Hashtags are useful at live events. You can see all about that on a previous post.

Using the hashtag designated for an event, it’s easy to follow the proceedings on Twitter. Tweet about the proceedings or any conversations during the event. The key is to create and publicize the hashtag before the event starts.

Hashtags help with "virtual events" such as the 

#pr20chat for a weekly discussion focusing on public relations trends and management.  

WARNING WARNING:  Only use hashtags if it adds value to the topic.  Don’t stick a non-related popular hashtag in a Tweet just for more exposure.  That strategy can backfire big time.

 B-to-B Hashtag Directory

Here are a few popular hashtags related to business-to-business marketing communications.

Please suggest other hashtags in the comments to keep this fresh.

General Industry Hashtags include:

#communications

#pr

#marketing

#marketingmonday – a good day to Tweet about marketing!

Virtual Discussion Hashtags include:



#pr20chat

#imcchat- chat about integrated marketing communications


#journchat- chat with journalists, bloggers and PR pros 
#socialmedia

Additional Sources to Review:

35 Big Hashtags for PR Pros 


Hashtags for Journalists 


40 Twitter Hashtags for Writers 


10 Twitter Tips for B-to-B Events – (the first 8 need to happen BEFORE the event…)

Using Twitter at an Industry Event? Most of the Work Comes Before the Event

A business-to-business client recently asked me to pull together top tips for using Twitter at an industry event.  The

client goal is to broaden the impact of an industry event via strategic use of social media.

There are smarter folks out there who have assembled good ideas for using Twitter at trade shows and conferences, including MarketingSherpa.

It’s All in the Preparation

After noodling ideas around and assembling the list, it is clear that the majority of these tips pertain to activities that need to take place before the actual event.   It’s not enough to fire up a Tweet stream the day of an industry or business-to-business event. 

The key concept here is strategic planning (isn’t it always, eh?).  Tips one through 8 assembled below, for example, have everything to do with pre-event planning and tasks.

As this blog has featured in the past, the power of Twitter lies in building relevant followers, culling those outside of the target in a systematic fashion, and connecting with folks on an ongoing basis.  Only then can the use of Twitter be effective for an industry event or tradeshow.

10 Twitter Tips for Events – (the first 8 need to happen BEFORE the event…)

1) First Things First:  Set the Event Hashtag:  Decide upon an easy to remember, intuitive and concise hashtag.  Use http://hashtags.org/ to check if it is a unique choice. Minimize the character count to maximize the chance for retweets, plus avoid meaningless abbreviations. For our purposes here, the sample Business to Business 2011 Conference hashtag will be #b2bconf2011:

2   Pre-Promotions of Hashtag:  Starting as early as possible before the event, promote the event hashtag on all outbound communications (email signatures; web; press releases; advertisements; HTML email; print; event  website; invitations; etc.)  include the following:  Follow the B-to-B 2011 Event proceedings on Twitter #btobconf2011

3)    Build Relevant Following Before Event: Connect and follow via Twitter with key influencers who would have an interest in this event (media; analysts; executives) as soon as possible before the event in order to gain key followers

4)    Build Interest Before Event: Direct message all relevant key followers about the event.  If they are not attending, invite them to follow the proceedings during the event using the event’s hashtag. Remember, you can only direct message folks who follow you.  See point 3 above, the key is to engage with relevant folks early.

5)       Coordinate a TweetChat During Event: Consider extending an invitation to Twitter followers or media not in attendance to ask questions, participate in panels as events are occurring using http://tweetchat.com/  during the actual event.  This can only work if there are followers who can’t attend, who you reach out to via DMs, and ask for participation during the event via Twitter. This depends on pre-event promotions to be worthwhile

6) Consider Stream Options: Before the event, take time to consider live streaming some of the conference session speakers integrated with a live Twitter chat.  See how to leverage livestream.com or http://twebevent.com/whatistweb

7) Prepare Promotions of Tweets/Hashtag During Event: Using large monitors, or on the presentation screen at the bottom of PowerPoint slides, set up a live feed widget at the event to showcase live Tweeting; include hashtag on signage, presentations during the event.  Remind presenters or any emcees to announce the hashtag for participants to Tweet from event. Consider adding a small footer to nametags “Follow Event on Twitter at #b2bconf2011”

8) Showcase Tweet Stream: Set up a widget on the client’s website, relevant blogs to display tweets using http://www.tweetgrid.com/

9) Organize the On Site Team: Establish two or three folks to be the designated Tweeters during the event. Assign sessions to attend to cover the entire event.  Tweet items of interest, engaging headline-worthy content and keep less than 125 char for optimal chance of retweeting by others. Consider a 3^rd party collaboration tool to manage Tweets such as Hoot Suite, TweetDeck, CoTweet or other tools to track who is saying what and when.  Use appropriate twitter handles  and other key words and hashtags and embed links of interest as relevant. Assign one team member to monitor tweet stream during event; correct any erroneous hashtags being used; reply to any questions or concerns that might come up (don't let a Tweet go by that complains about the event for instance, without replying and trying to remedy the situation); retweet and comment; or connect with others who are at the event

10) Steady Stream, Consistent Messages: Keep Tweets “human” and personal during the event, but stay on topic (for our purposes for the sample conference, keywords include #marketing, #socialmedia, #business, etc) which will help put this information out to those already following those key hashtags.  Intersperse live Tweets with scheduled Tweets.  A tool like Hootsuite makes it easy to create and schedule Tweets in advance. 

Addicted to Metrics: The First Step is Admitting There’s a Problem

The first step in any well-respected recovery program is admitting there’s a problem. 

When it comes to business-to-business marketing and monitoring social media metrics, this serves as public admittance of a potential problem.

The smarty-pants at Hootsuite, the social media management application, now offer robust reporting metrics showcasing the return on investment and value of social media marketing for Twitter.  (They offer this reporting for Facebook as well, but I’m not actively managing client social media on that platform, thus don’t run FB reports.)

In the case of Twitter, real-time reports show relevance of Twitter followers, usefulness of Tweets, and number of followers who click through any links embedded into a Tweet, along with other addictive analytics.

HootSuite Social Analytics from HootSuite on Vimeo.

Most Popular Links

Over the last few months, one report has become extremely addictive. 


The “most popular links” summary shows the number of click throughs followers take for anytime a link is embedded in a tweet.

As more clients request social media management of b-to-b Tweet streams, the more this addiction will get out of control.

Got Relevance?
In my mind, no matter the client, the report serves as a key way to measure relevance on Twitter.  

Another way of looking at the report is that it demonstrates that the higher the click through (Ie higher the number of people who click on the link), the more the content resonated with followers.  

As long as a Twitter program stays on topic; is consistent in frequency of Tweets; includes key words and hash tags related to the topic, and as long as the account has built a following of relevant followers, the “most popular links” report should be a joy to read.

There are so many important reasons to be thoughtful and strategic in social media management.  In business-to-business social media programs, the focus is on connecting and relating to like-minded folks, thought leaders, potential prospects, etc. in a professional way.  (Of course, I’m making the assumption that this is the overall goal…many folks have gotten into big trouble when using Twitter for other more sensational reasons, like celebrities and certain members of the US Congress) 

Simply put, tweets and comments must stay on topic to attract relevant followers. 

These same concepts are covered in a previous post about using Twitter as a branding tool.

In Search of Value

Think of it this way:  if you signed up for a conference or webinar about the latest industry trends in physical therapy, why on earth would a presenter stand up and devote a presentation to thoughts about movies, what they ate for dinner, or what funny thing their kid did yesterday? Why would the attendees find this content of value? And what motivation would participants have to connect, engage, or pass along this kind of irrelevant information?

There are other social media outlets for that kind of sharing other than a business-to-business Tweet account.

A Better Way

These useful reports show the value in staying strategic when B-to-B Tweeting. 

Attract a relevant community. Stay on topic to those who found you.  Cultivate a relevant following via consistent management; share information of relevance that offers context; reach out and connect to other relevant folks; and measure the effectiveness of such an engagement.

Now I’ve got to close this post up  – it’s been a day since I ran that Hootsuite “most popular links” analysis and I’ve got an itchy Twitter finger! 

Twitter as a Brand Expression: 5 Tips for Effective Branding Using Twitter

This is a topic I’ve been mulling over for some time, but how to begin? 

The most useful place to start is to talk about the term “brand” so let’s begin with that.

What is a brand? 

A generally accepted definition of the term “brand” is “the emotional relationship a product, company, organization or even person has with their customers, audiences, consumers, community.” 

This is a definition modified from several sources including Marketingspot.

B-to-B Branding

In terms of business-to-business marketing, a brand elicits thoughts, perceptions, emotions, and responses from business customers. 

Responses are based on many key elements such as the product/service itself, the company reputation, the company history, the logo, the website, product packaging, the company employees, news articles, etc. 

(Quick side note – remember that logos are not the same as brands.  In fact they are design representations of a brand.  In a way, they serve as a brand “symbol” when they are created effectively.)

Twitter as a Branding Tool

So how can business-to-business marketers use Twitter as a branding tool?

A previous blog post about the basics of Twitter etiquette made the case that “a brand is a collection of perceptions in the mind of your prospect. A Tweet stream contributes to that perception.  It’s wise to operate within the constructs of common courtesy to lock in positive branding. Your Tweets are a reflection of your brand!

5 Tips for Effective Branding

To explore this concept more thoroughly, here are 5 Tips for Effective Branding via Twitter.

1)    Do the hard work first.  A Twitter or social media program can only reinforce your brand if you’ve taken the time to develop one in the first place.  Is your organization striving for a “thought leadership” brand?  If that makes sense for you, then Tweets can reflect cutting edge information, leading industry trends, and other materials supporting that brand image.  But you can’t be effective until you have a sense of the brand.   Are you hoping to brand the company as a leading edge innovator?  Then Tweets should reinforce that brand image by directing followers to innovation success stories, accolades and awards for innovation, breaking news of other innovators in the marketplace, etc. Again, this only makes sense if that branding work was done beforehand.

2)    Be Consistent.  Branding must be consistent across all media and programs.  As an example, a financial consultant might use print and online ads and its website to portray a conservative and trustworthy brand. Thus it wouldn’t make sense for the financial advisor to Tweet goofy jokes or off color comments, personal observations about the weather, Charlie Sheen or unrelated topics.  Be human, yes, but don’t go off-brand. The advisor’s tweet stream should reinforce a consistent brand image that relates to other programs.

3)    Use common sense. Courtesy goes a long way.  This was covered in another post, but it is worth repeating.  Mind your manners!   Don’t be reckless, use profanity, or insult.  That makes a terrible brand impression! Don’t Tweet or post when angry. Refrain from being intoxicated when Tweeting, as many organizations have learned.

4)     Be timely.  This is a pet peeve. What does it say about a business consultant’s “brand” when the Twitter feed hasn’t been updated in over 12 months?  It doesn’t say anything good that is for sure.   If you start a social media marketing program, by all means maintain it in a timely fashion.  It is a detriment to the brand if a blog, Twitter account, or Facebook goes through a ‘set it and forget it” process, and the last post was over a year ago.

5)    Be thoughtful.  It is a mystery to me why so many business to business companies don’t take time to draft an effective Twitter biography profile.  Many also neglect to include their website’s URL. Other relevant followers search Twitter bios using keywords when looking for folks to follow.  If a corporate trainer, for instance, leaves the bio blank, or doesn’t use keywords in the bio like “training’ “corporate training” “learning workshops”, they are missing out on a great branding opportunity.

 Parting Thoughts

A brand is the foundation of all marketing activities. 

It takes thought and effort, but social media marketing can effectively reinforce your brand, and deliver a favorable perception in the mind of your prospect.

What’s Your Retweet Rank?

Regular blog readers know I am in Twitter learning mode – enjoying the power of blogging and Social Media.

There are many marketing folks who are experts in this arena.  Hubspot and eConsultancy, in particular, offer fabulous Twitter expertise.

Here’s a particularly informative blog from awhile back about measuring the ROI of a B-to-B in terms of Retweet Rank

  

In the spirit of full disclosure, I am relatively new to this area.  Much learning has been done over the last 6 months or so in support of Markit Strategies and PR client Plex Systems.

RT Rank: What’s the Deal?

A previous blog post showcased five top tools to measure success on Twitter, and since that time, it’s been amazing to see the relevance of measuring engagement via Retweet Rank.

It turns out that one of the B-to-B programs managed by Markit Strategies and PR has a retweet rank in the 97th percentile.  The percentile reflects the percentage of tweets that have been been retweeted.

Why is RT Ranking Important?

Why is Retweet Ranking a good metric to measure quality of engagement?

1. It means your followers are reading tweets, directly or indirectly.
2. It means that your Twitter handle "@Name" is spreading to relevant Twitter users in the keywords related to the product or service.  More people will follow.
3. Tweets are interesting enough for both followers and non-followers to take an action and pass along to their followers.
4. It means you are building relationships and trust with relevant followers.

Note that most business to business Twitter users do not realize the importance of "RT". It is a more meaningful metric than number of followers - a way to measure engagement with a relevant community (which by the way you can also measure in terms of followers on TwitterSheep. 

The goal is to build a strong, engaged experience on Twitter with a lot of retweeting by relevant followers.

Do you Tweet? If so, check out your RT Rank!  

Measure Twice, Tweet Once: Measuring for Social Media Success

There’s so much to consider when using Social Media in the business-to-business marketing world.  

This post puts the spotlight on Twitter metrics of success. Facebook and LinkedIn are entirely different animals when one considers measuring success.

Previous blog postings have addressed Twitter Etiquette, and late last year I even took a look at what the 1970-s art house band Talking Heads would have said about Twitter.

This time, though, it’s inspiring to consider the following:  How do you know if a Twitter program is effective?

Wise marketing folks are often posting about this subject, such as this terrific post from those smarty pants at eConsultancy.

Quality vs. Quantity

It’s tempting to measure success by the number of Twitter followers an account has acquired, but that isn’t a complete view of success.

Yet it is fun to watch followers grow (heck, I even wrote a limerick when one of the Twitter programs I managed crossed 500 followers!).

If social media marketing is about engaging and connecting, then it follows that the best strategy is ongoing measurement of  "relevant engagement" on Twitter.

How to Assess Relevent Engagement? 

How can one measure  social media engagement?

One handy approach is to monitor the amount of Tweets that get Retweeted by others, especially followers related to a particular topic.  It is easy to track mentions and direct messages over a 30 day period to establish a benchmark - then monitor growth over time.

The Twitter List

Twitter Lists are critical to monitor. 

How many folks include your Twitter handle in a list?  How many relevant lists follow you?  

Being included in a relevant list by another Twitter account is a great measure of engagement and connection.  For instance, if you manage a Twitter account for a personal trainer, there are many Twitter lists out there that single out those in the personal training arena. Being include in a Twitter list is a great indication of engagement.

5 Tools for Measurement

1. If you manage your Twitter account using TweetDeck or HootSuite, it is easy to set up the interface to quickly track mentions, retweets and direct mentions if folks use the @sign and your full Twitter handle.
2. Search:  A simple Twitter Search monitors those tweeting about a company especially if others don't use @ sign (that's usually what happens) 
3.  Retweet Rank – as the name states, this easy tool monitors Retweets 
4.  Tweet Cloud:  Analyzes the content of a month's worth of tweets (or any timeframe) to analyze whether your tweets are 'on topic" - a really great tool for monitoring content over time.  
5. TwitterSheep offers a clear indication of engagement, depicting visually how relevant the bios of your followers are.  Take just a second to analyze the bios of your followers, when searching under relevant terms (like exercise, personal health, etc....when using the personal trainer example from above)  

Remember the old saying:  you are what you measure! There are likely other great tools that measure social media engagement.  Please share them here!