Once you’ve built, scored and gotten the results of your Twitter Audit – here’s what you do next
In our series on Twitter Audits, we first defined a Twitter Audit, including what one looks like, and then we talked about how to get the information that will beef up your Twitter Audit. Now let’s talk about what you can do with the results of your Twitter Audit.
I recently audited two very different clients:
- One had a few inactive accounts, and one slightly active – mostly Tweeting headlines for new posts, sometimes a few days behind.
- The second did a great job at writing interesting social posts for each article, but like the first, only promoted articles the first day.
As you might know by now, our view on social is expansive. Every article deserves its time in the spotlight, and promoting it just once, isn’t going to get it there. Even if it’s a great post, with an equally super great Tweet.
So for both of these clients, we recommended the 12x12x12 treatment – 12 unique tweets per post, scheduled for 12 days and for 12 months. Every article gets treated as it should. If you’re spending money on creating content, why not spend the time to promote it?
So the results of a Twitter Audit might look like this (not a real client audit):
|Mequoda Best Practices Scorecard: Social|
|Quality||10||10||Are Tweets thoughtfully written and engaging?|
|Quality||0||5||Do Tweets include hashtags and @’s when possible||No hashtags used|
|Evergreen||2||12||Are 12 unique Tweets written for each new evergreen article?||Two tweets per article|
|Evergreen||1||12||Is each evergreen article promoted every day for the first twelve days on Twitter?||Promoted on the first day|
|Evergreen||0||12||Is each evergreen article scheduled to be promoted on Twitter once per month for the next twelve months?||No posts are scheduled|
|News||3||3||Are 3 unique Tweets written for news articles? (When applicable)|
|News||1||3||Are news articles promoted every day for the first three days on Twitter? (When applicable)||All sent the same day|
|News||0||3||Are news articles promoted every day for the next three weeks on Twitter (When applicable)|
|Consistency||10||10||Are articles promoted on Twitter the same day they’re published?||Yes|
|Consistency||10||10||Are articles promoted on Facebook the same day they’re published?||Yes|
|Alignment||0||5||Are “spotlight” Tweets scheduled to align with “spotlight” emails?||Products are not promoted|
|Alignment||0||5||Are “spotlight” Facebook posts scheduled to align with “spotlight” emails?||Products are not promoted|
|Alignment||0||5||Are “freebie” Tweets scheduled to align with “freebie” emails?||No free report promotion|
|Alignment||0||5||Are “freebie” Facebook posts scheduled to align with “freebie” emails?||No free report promotion|
The results here are clear. Evergreen and news posts are being published, but there’s very little social attention being given to them.
If your Twitter Audit looks something like this, try following these steps:
- Write 12 unique Tweets per evergreen post using these formulas
That basically covers the first 27 points.
- Schedule those Tweets for 12 days, then 12 months.
- Write 3 unique Tweets for every news post.
- Schedule those Tweets for the first 3 days, then 3 weeks.
And that basically covers the next 43 points.
- Publish your article on Facebook the same day it publishes.
- Publish your promotions to Facebook and Twitter the same day you send them in email.
- Publish your “free report” circulation building emails to Facebook and Twitter the same day you promote them in email.
If you can do those seven things, you’ll ace the test. If you don’t publish news posts, then there are only five you need to complete.
Put in that perspective it might seem easy, but don’t let it fool you. Writing 12 unique tweets per post is time consuming, but it offers you these benefits:
- A substantial increase in website traffic – watch it lift 20% or more
- A boost in SEO – more shares, more social signals sent to Google, even if you’re the one sharing it
- A new platform to share the same content – share content with more than just your email list
- A new way to test headline and copy formulas – which ones are getting the most clicks?
That last one is one of my favorite benefits, as a data geek. Learning how our followers respond to certain headlines helps me better title posts in the future.
If you go from sharing your articles one time to now sharing them 24 times over the course of a year, you should increase your traffic from social x24 over the next 12 months.
And if you can increase your website traffic that much, how much revenue do you think will increase?