Ep. 149 - Social Media Decoded: Leveraging Content Creation For Business Success

Welcome back to another engaging episode of The PR Playbook Podcast, where we demystify the world of social media and offer practical advice for businesses looking to make their mark online.

In today's episode, we're thrilled to have Karlyn Ankrom, the visionary founder of Oh Snap! Social, join us. This is part II of our conversation from the previous PR Playbook Podcast Episode # 142.  
.

Key Highlights of Today's Episode:

• Discovering Content Creation: Dive into the features that set Oh Snap! Social apart. Learn how its intuitive design and swift performance can benefit your business.
• Boosting Visibility: Explore strategies on using Oh Snap! Social, to increase your business's visibility and engage more effectively with your audience.

Everything you need to get noticed, gain traction & take charge of your socials — without adding anything extra to your plate.

Don't miss out on these invaluable insights! Make sure to hit the follow button to get notified about our upcoming episodes.

Loved this episode? Show your support by hitting the like button and sharing it with your friends. Your engagement is what fuels our growth and enables us to bring more content like this to you.
.

Thank you for tuning in, and here's to your success in the ever-evolving world of social media!

Transcript

Ronjini Joshua: Welcome to episode 149 the continuation of social media decoded with Karlyn Ankrom.

Ronjini Joshua: Hello and welcome to episode 149 social media decoded. I'm back here with our friend. Karlyn Ankrom from I don't know a few episodes ago. Hey. Karlyn, how are you doing?

Karlyn Ankrom: Hello, I'm doing well. Happy to be here once again.

Ronjini Joshua: Yes, I'm happy to come back to this conversation of decoding social media and really helping I guess mostly B2B or just people who are also dealing their social media to understand. How to fully grasp that whole challenge of social media and it's such a big one because I know from doing it for clients that it's not easy, right?

Karlyn Ankrom: No.

Ronjini Joshua: So I have so many questions but we're gonna answer the question that we didn't answer in our last episode which is really what is the biggest challenge that companies are facing when they're deciding to integrate social media into their business and into their marketing strategy

Karlyn Ankrom: I love this question because the answer might be one that is a little bit unexpected. And it's that we need to focus on our goals and where we want to take our brand and our business and not paying attention to what everyone else is doing. Even if you are in the same industry, your strategy will be different based on your goals. So it's easy for influencers and content creators to be out here in the social media streets being do 30reals and 30 days do this do that. when in reality that might not have anything to do with where we want to be going and…

Ronjini Joshua: Yeah, it's confusing.

Karlyn Ankrom: it's confusing and

Karlyn Ankrom: It can feel really hard and really clunky and…

Ronjini Joshua: Yeah.

Karlyn Ankrom: very uninspiring. If you're trying to be everyone else. There's this level of authenticity that needs to happen whether you're a personal brand a solar-preneur or part of a larger team that needs to come to the Forefront in order for your content to be effective and I think that gets Lost a lot in today's very noisy social media landscape.

Ronjini Joshua: Yeah, I think that happens with media relations too. Right? we're suffering from that as well on the pr side.

Karlyn Ankrom: absolutely

Ronjini Joshua: and I think to your point navigating social media by really targeting your audience. I think unfortunately we did not record this fun segment that we talked about right before but you were talking about Making sure to deliver your message to your audience and what they needed. So, can you talk a little bit more about…

Karlyn Ankrom: Yes.

Ronjini Joshua: how to create content based on what your audience needs versus what you think you should be doing?

Karlyn Ankrom: Yeah, no, and I think that's exactly right is. In order for us to show up as authentically as ourselves or as our brand we need to create content for our audience first and a great way to do that is do some of that market research to social listen, use different tools. So, what they are needing and focus on that first, if you do that the challenge or the Imposter syndrome that might creep in when you're going to record a video should evaporate…

Ronjini Joshua: Yeah.

Karlyn Ankrom: because the content is not about you. It's about them.

Ronjini Joshua: How do you when you're social is everything you're saying sounds like a lot of time. and right we're kind of preaching to the DIY group or the group that has limited resources. So Before we get into my next question. I would love to talk about time commitments and how much time do you feel it takes to create the type of content that delivers exactly what you're saying the content that our audience needs. How much time does it typically take to create and deliver that kind of content.

Karlyn Ankrom: This is an incredible question because the answer is it depends. And the…

Ronjini Joshua: Yeah.

Karlyn Ankrom: why I say that is as you get better at creating the content. It will go faster. it used to take me 45 minutes to create as an example it now takes me about 10 minutes. And that's significant right? Because a lot of…

00:05:00

Ronjini Joshua: Yeah.

Karlyn Ankrom: where I was getting stuck was in the technobabble and the mechanics of it all.

Karlyn Ankrom: When really What mattered most was the storyline and I'm really good at pushing that out there quickly. So I want you to think about it those that are listening that are doing the DIYs into kind of veins one from a Time perspective is creating the content itself, right? So doing the other Is that engagement the responding? So mapping out the content ahead of time is one part. And I do that at a month ahead. And that takes me anywhere from two to four hours if I'm doing three to five posts a week.

Ronjini Joshua: Yeah.

Karlyn Ankrom: Then the engagement. Is I try to map that into when the content is being scheduled 15 minutes before the content is scheduled and 15 minutes after what am I doing in those 15 minutes beforehand. I'm engaging with relevant hashtags.

Karlyn Ankrom: I'm engaging with relevant local posts people on my feed and in my stories. If we're speaking just strictly Instagram for this example. Then 15 minutes after my content goes live.

Ronjini Joshua: Yeah.

Karlyn Ankrom: I am there if people are engaging in my post to respond back to them and I'm continuing to nurture hashtags stories feed posts and responding with actual words. Not just emojis, Because it helps condition the algorithm to be like, this is active and when you are quickly responding to comments on your own posts that will help bubble it up to the top of someone's feed because they're saying there's good conversation happening here. There's great engagement happening here. Let's show that to more people. So that's a really great.

Ronjini Joshua: Do you plan on commenting on your own post before you even post do you always? comment on your own stuff

Karlyn Ankrom: I want unless they comments on my stuff like if someone else comments,…

Ronjini Joshua: Somebody else does it first?

Karlyn Ankrom: I will be yeah,…

Ronjini Joshua: We're not the first one,…

Karlyn Ankrom: no no and…

Ronjini Joshua: I've heard that before it's like yeah.

Karlyn Ankrom: then adding a hashtag list, which I will do sometimes and other times I'll wait till later. So just

Ronjini Joshua: I've heard people tell me to do that add a hashtag list as the first comment.

Karlyn Ankrom: yeah. Yep. Yep.

Ronjini Joshua: Does that actually work?

Karlyn Ankrom: I have not seen the data to Really skew me one way or another. I just like things look a little bit neater just from a visual aesthetic.

Ronjini Joshua: mmm Yeah.

Karlyn Ankrom: So I like to do it in the first comment with a lot of periods before So it's not even clunking up my comments section. So that's just me and…

Ronjini Joshua: right

Karlyn Ankrom: I've not seen data that says putting it in. The first comment is better than just putting it into caption. I have not seen either so

Ronjini Joshua: right what about okay, you're talking about once someone's engaging then you're there and you're engaging but what if you've been posting and this is chronic for most of our clients. You're posting and you don't have engagement yet. how do you get people to actually do something? Do you ask them a question? I personally tried a lot of things and this is LinkedIn versus Instagram. So that's I think a little bit harder.

Karlyn Ankrom: Yeah, yes. Yes.

Ronjini Joshua: But how do you get that first level of Engagement?

Karlyn Ankrom: I think the first thing is to make sure that you're optimizing your captions appropriately and one thing to do is make it really easy for someone to take action. Don't ask them this Enormous thought-provoking hurts my brain kind of question literally Share a thumbs up emoji if you agree with this. That's easy for someone to take action on versus tell me your entire life story of…

Ronjini Joshua: Yeah.

Karlyn Ankrom: why you're an early bird. it's just hard for people to think about that answer. So one making sure you have some type of call to action. You could also think of other simple things that to put up at the top of your caption like save this for later or make sure to share it with others in your network. You might find this valuable.

Ronjini Joshua: Nice.

Karlyn Ankrom: So it Thinking Beyond just the comments.

Karlyn Ankrom: Because that also plays a role in the overarching algorithm of having your content bubble up to the surface of a feed. And then the other thing is just make sure you are creating. That engagement Outreach as well. So not just waiting for people to come to you. Are you doing your due diligence and…

Ronjini Joshua: Yeah.

Karlyn Ankrom: also going and talking to other people who might be your ideal audience or where your other audience hangs out on other groups or other accounts that your audience is already very tuned into. And start engaging there as well.

00:10:00

Ronjini Joshua: This is all the clock is taking every time you mention any of these things and I'm just thinking you say before and before 15 minutes after is that really 30 minutes a day.

Karlyn Ankrom: No.

Ronjini Joshua: Is that really? enough time

Karlyn Ankrom: I think it's enough time if your intentional about it. And the…

Ronjini Joshua: Yeah.

Karlyn Ankrom: why I say it's really easy to be like, alright, I'll just be on there for 30 minutes and then you get sucked into the rabbit hole that is that social and…

Ronjini Joshua: Yeah.

Karlyn Ankrom: then you're like wait. How did I get here? So 30 minutes of intentional time is spent because if you think about it you already did the work and already put in the time to create that piece of content that's going out. So really spending 30 minutes a day live on their engaging is plenty of time. If you are being strategic about it and intentional not just like scrolling for the sake of scrolling.

Ronjini Joshua: What do you think the difference between like you mentioned that you schedule a month out? What about…

Karlyn Ankrom: Yes.

Ronjini Joshua: if you just schedule a week out? what would be the difference between that and how do you determine whether you should schedule a month or a week,

Karlyn Ankrom: I love this because it all goes back to self-awareness for me. When I was doing a week out, it was stressing me out totally and I was like this isn't something that I can sustain and so for me I set up. a batching Time and for me, I'm most creative in the morning. That's when my phone is quiet my inbox. Can be left untouched for a couple of hours and I create content whether it's video whether it's Graphics whether it's captions, I create that all at once because once I'm in slow. The ideas just start to come where for me starting stopping and…

Ronjini Joshua: right

Karlyn Ankrom: starting and stopping every single week feels hard, but I also give myself. the space and the grace to add things in when I feel

Karlyn Ankrom: It's appropriate to do so. That's what's really cool about social media too is things happen and…

Ronjini Joshua: Yeah.

Karlyn Ankrom: Bubble Up and change and you know what just because I scheduled this last month doesn't mean I can move it to later. I can change it up because I have that. Yeah.

Ronjini Joshua: Yeah, I've noticed that when I'm scheduling in advance the ideas you said they just flow better and then you're I have this idea instead and then you could just move the piece of content to somewhere else and you're like, my gosh, I have so many ideas all the time versus s***. What do I post today? Right …

Karlyn Ankrom: Yes, exactly. Yes.

Ronjini Joshua: You feel like you're kind of Trapped when you're just doing it the link.

Karlyn Ankrom: And then it feels hard.

Ronjini Joshua: Yes, yeah, yeah.

Karlyn Ankrom: It's like, the stress of what am I gonna post this week? It's like I don't know. But if I know that I have a time and space on my calendar and I make it non-negotiable, on the last Monday morning before the next month kicks in and…

Ronjini Joshua: Yeah.

Karlyn Ankrom: then I can feel at ease and…

Ronjini Joshua: Yeah.

Karlyn Ankrom: then I can add organic things as they pop up. So yeah, just less stress.

Ronjini Joshua: Do you yeah, it's dose or Festival. I had a question on the tip of my tongue, but I forgot what it is. Okay, that's okay. It'll come back to me. but in the meantime,…

Karlyn Ankrom: Yeah.

Ronjini Joshua: okay, so we got this stuff going we're doing 30 minutes a day. We're kind of engaging so When we're talking about growth. So this is a problem. I'm working on newsletter subscribers on LinkedIn.

Karlyn Ankrom: Yeah.

Ronjini Joshua: I'm just gonna just put my example out there and I've been doing the newsletter pretty regularly and it's growing little by little and it's exciting to see it grow and I have a target number that obviously nobody else cares about but without spending inordinate amounts of money to get subscribers what should you be looking at as a normal growth pattern and I'm guessing it probably varies depending on the platform.

Karlyn Ankrom: It does vary depending on the platform and I will say it's all over the place. and so there isn't one like this is the number you should expect because you could have randomly Something catch fire in the best way and…

Ronjini Joshua: Yeah, really great post or…

Karlyn Ankrom: go viral. Yeah, and…

Ronjini Joshua: something. Yeah.

Karlyn Ankrom: go viral and then you've grown by, 500 to 1000 new people literally instantly and I've seen that happen. And when it freaked my client Out because she was not ready for that. But I say all this to say Your audience whatever platform it is you do not own. So for me personally I care less about how many followers you have and more about the people who are subscribing to your email list.

00:15:00

Ronjini Joshua: right

Karlyn Ankrom: In whatever capacity that is so how are you connecting that those digital dots intentionally and if you have 10,000 followers and you don't have at least 75% of those people's email addresses you're doing it wrong. So you need to figure out ways to grab their attention and move them from the platform. to your email list And that is the biggest.

Ronjini Joshua: Uh-huh. What are some way?

Karlyn Ankrom: Some ways I love this create what we call in the marketing World lead magnets. Right increase thing for them to download that gives them a little bit of the…

Ronjini Joshua: But okay, okay.

Ronjini Joshua: right

Karlyn Ankrom: what and less of in order to do how they have to hire you right? we're not giving away everything over here.

Ronjini Joshua: You're right, right?

Karlyn Ankrom: Listen, and we don't do free so

Karlyn Ankrom: What checklist could you have what you need tutorial?

Ronjini Joshua: Yeah.

Karlyn Ankrom: Could you give them that they are itching to get from an expert like yourself and give their email just address in exchange for that that has to be something that you have on your website.

Ronjini Joshua: right

Karlyn Ankrom: It doesn't need to be a ton of things. It could just be one. And you're directing traffic to that landing page. So people can opt in to get that. And then on the back end you Mills.

Ronjini Joshua: and so this is exactly the essential question.

Karlyn Ankrom: Yeah.

Ronjini Joshua: It's like how do you get them? So if you do this on LinkedIn you have to pay right to get The legion ads like that to capture that email right?

Karlyn Ankrom: as

Ronjini Joshua: But if you're Trying to get them to go to a website. So let's say you're trying to get them to go to your website to fill out the form. Again, you have to find out…

Karlyn Ankrom: Yeah.

Ronjini Joshua: what that attractive thing is it's so difficult to identify…

Karlyn Ankrom: Yes.

Ronjini Joshua: what that piece is gonna be is this trial and error.

Karlyn Ankrom: I think so. But I also think if you really pay attention to your audience, and the frequently asked questions you get all the time. That will be a big flag. To say you need to create something that helps this client with XYZ thing. So example,…

Ronjini Joshua: Yeah.

Karlyn Ankrom: I'm like a lead magnet. Junkie. I will just be transparent because I don't specialize in one particular platform. I have freebies on my resources page for every platform pretty much

Ronjini Joshua: what pages that? Okay.

Karlyn Ankrom: It's not simple. it's not social.com/resources get them there.

Ronjini Joshua: Okay.

Karlyn Ankrom: No, and one of them I just is under construction. I recently just Fixed it to be more updated with something about Instagram reels what are the types of Instagram reels you can make what are some ideas that you could create and…

Ronjini Joshua: Yeah.

Karlyn Ankrom: then by the way Instagram changed the way that you are editing and uploading and creating reels now, so here's a tutorial video step by step on how to do that because a lot of my clients don't know what to post and then don't know how to operate the mechanics to get the post out there.

Ronjini Joshua: Yeah.

Karlyn Ankrom: It feels clunky. They need a by-play and they'd rather. Hear it from me then some random person on YouTube. And your is…

Ronjini Joshua: right

Karlyn Ankrom: what it is. So Those kind of scratch both of the itches if you will for my clients.

Ronjini Joshua: Yeah. Yeah.

Karlyn Ankrom: So it's listening. hearing what they're saying and giving them what they

Karlyn Ankrom: what they want

Ronjini Joshua: I like that you said it's more of what and less of exactly how to do. I mean obviously you want people to hire you or you want them to use your service or product or whatever, but that doesn't mean that you're still not giving away a little bit of Education about

Karlyn Ankrom: 

Karlyn Ankrom: Yes, and you have to be willing to give some of that value away. consistently time after time in order to grow

Ronjini Joshua: yeah.

Ronjini Joshua: And I feel like it has to be super digestible with that. I think also becomes the problem. You don't want to become too technical you want it to be I don't know. Is it medium that does one minute read? it tells you it's gonna take you one minute to do this.

Karlyn Ankrom: Yep.

Ronjini Joshua: So the shorter it's gonna take to consume that information. I think the better.

Karlyn Ankrom: and that's a great tip because I think a lot of experts know a lot about what they do.

Ronjini Joshua: Yes, we want to and then once we start rolling, we just give it all.

Karlyn Ankrom: yeah, so it's again break it down into digestible pieces what do we people say like that a third grader could understand it. Yeah.

00:20:00

Ronjini Joshua: Yeah, yeah. I'm gonna go back to the growth question though. And I would say what could be and maybe you can give us an example on Instagram or I'm LinkedIn. So I love LinkedIn but Instagram LinkedIn tiktok, whatever. what do you see is an average organic growth metric that you could be proud of with to know that you're on the right track.

Karlyn Ankrom: You're really really forcing my hand here, aren't you?

Ronjini Joshua: I know I'm sorry. just like a general rule of topic. Okay, I've doing 10% a month,…

Karlyn Ankrom: Yeah.

Ronjini Joshua: or I don't know if that's even relevant but

Karlyn Ankrom: I think it goes back to looking at your growth month over month. So if your growth month or…

Ronjini Joshua: Yeah.

Karlyn Ankrom: a month is 20 new followers every single month. Great. …

Ronjini Joshua: Yeah. right

Karlyn Ankrom: if you can double that next month by being more intentional. And so I think it all goes retroactively to who your audience is what you're looking for. So keeping a consistent growth rate is excellent, but also being hyper aware that the algorithm is going to change and…

Ronjini Joshua: Okay.

Karlyn Ankrom: really turn your goals upside down inside ways. so Keeping that consistent growth means that you're on the right track if it dips down ask yourself. did it dip down? Why are people unfollowing? And adjust your content accordingly,…

Ronjini Joshua: Uh-huh.

Karlyn Ankrom: but in my experience. I don't know if there's a

Karlyn Ankrom: Baseline like you're searching for I don't know there to be a baseline like If you're having growth…

Ronjini Joshua: right

Karlyn Ankrom: if you're having engagement, if you're getting people to your website, then you're doing everything right?

Ronjini Joshua: right, so you just have to be really

Karlyn Ankrom: but your numbers and be different than my number which is gonna be different from someone else's number. Yeah.

Ronjini Joshua: Somebody else. So then when you guys are doing work, how do you deliver growth? How do you deliver a measurements in metrics? what is it that were? I mean, you just kind of mentioned it a little bit but what…

Karlyn Ankrom: Yeah.

Ronjini Joshua: Let's say for looking at Instagram. What are we looking at? And if we're looking at LinkedIn? What are we looking at? I don't even know it's Facebook do people even look at Facebook anymore.

Karlyn Ankrom: I know very rarely but it is a thing still. I think the first thing is we always check the pulse of everyone's existing social media platforms and…

Ronjini Joshua: Yeah.

Karlyn Ankrom: channels. And the reason…

Ronjini Joshua: Yeah.

Karlyn Ankrom: it allows us to draw a Line in the Sand and say, This is where we're starting from. This is the growth rate. And then we also pop the hood over on Google analytics which gives us a lot of Intel in terms of referral traffic saying,…

Ronjini Joshua: Okay.

Karlyn Ankrom: Instagram is driving, 20 clicks a week great organically because we can say paid versus organic we can tell…

Ronjini Joshua: Yeah.

Karlyn Ankrom: if it's from mobile or desktop. Whatever. Our goal is to obviously increase that but we have to map it to whatever our client's goal is so they want to increase website traffic. How are we doing that on each of the platforms that we're managing if they want to get more profile views?

Karlyn Ankrom: So more discoverability more visibility.

Ronjini Joshua: Yeah.

Karlyn Ankrom: How are we doing that? And that goes back into the engagement side of the house and then we measure everything to that. So every single month we run the numbers we say What's not working? Here's our engagement result rate. here's where we're at. According to the smart goals right that we outlined. So the specific measurable achievable relevant and time down goals. that we've mapped in the strategy based on what their overarching marketing goals are because again, Social it's just a sliver of all of the marketing tactics that many companies and telepreneurs are doing. So if you're putting all of your eggs into the social media,…

Ronjini Joshua: Yeah.

Karlyn Ankrom: but perhaps reconsider, but it's something to

Karlyn Ankrom: That needs to ladder up to your overarching marketing objectives and goals. It cannot operate on its own Island.

Ronjini Joshua: right

Karlyn Ankrom: It needs to be tailored to map in a line with all the other goals you have in mind.

Karlyn Ankrom: Yes.

Ronjini Joshua: at all, it's people siphon or Silo Marketing sales social media, and I've been really talking about integrated Communications and…

Karlyn Ankrom: Yes.

Ronjini Joshua: over the last I think four or five years we've been talking about Why yeah,…

00:25:00

Karlyn Ankrom: It's so important.

Ronjini Joshua: why is everything so siled they're actually all connected. if you're not delivering the same message at every step you're gonna the customer so it's really interesting that people do not feel that…

Karlyn Ankrom: Yeah.

Ronjini Joshua: how critical it is for integration between these departments and one of the biggest tips that we give on we have us Summit. In December and usually when we're talking about integrated Communications, we're like, have a monthly take call with your sales team. I tell people you get the best PR tips from the sales team because the sales team is actually doing the selling that they're actually addressing the needs of the customer. So that's…

Karlyn Ankrom: the point yeah. Yeah.

Ronjini Joshua: that's who you need to be talking to and they're like, we don't want to bother sales with PR, but okay, but then it's not gonna work. so

Karlyn Ankrom: You hit the biggest problem that I see too on my side is They hand off social media to the young person.

Ronjini Joshua: 

Ronjini Joshua: Yeah. Yeah.

Karlyn Ankrom: on the team and no shade for those Genesis out there who are crossing crushing social media good on you, but there's also this disconnect in the generations of Traditional marketing has nothing to do with social and socials a traditional marketing is nothing to do with sales that it's like to your point. It needs to come together. It needs to be fully integrated and everyone needs to be on the same page of where we're going and…

Ronjini Joshua: right

Karlyn Ankrom: what we're trying to do with all these efforts. It baffled me.

Ronjini Joshua: Yeah.

Karlyn Ankrom: How disconnected. They are. in a lot of

Ronjini Joshua: Yeah, they think they're their own little like you said Islands.

Karlyn Ankrom: Yeah, yeah.

Ronjini Joshua: It's like living on your own life.

Karlyn Ankrom: And so I've always talking to CEOs and Leadership. I'm like invite the social media intern or the social media manager into your marketing and sales meetings because they will also hear What you're hearing from a pain point perspective and…

Ronjini Joshua: Yes.

Ronjini Joshua: right

Karlyn Ankrom: they might already be hearing it over in social media if they're doing some social listening and then you guys can have a meeting of the minds of …

Ronjini Joshua: Yeah.

Karlyn Ankrom: how do we overcome that objection or how do we address that pain point from a marketing perspective? There's power numbers and…

Ronjini Joshua: right

Karlyn Ankrom: I think everything is unfortunately still today. They're disconnected.

Ronjini Joshua: It's really hard. Even for me as a PR person to say. Okay, how do we educate people and understanding that those pieces have to go together for them to work and it's like they're fighting it. They just don't want to hear it because they're like I don't want to have to deal with another meeting. maybe that's…

Karlyn Ankrom: Yeah. yeah,…

Ronjini Joshua: what I don't know people don't meetings.

Karlyn Ankrom: and In generalizing here, but a lot of leadership does not truly understand the power of social media.

Ronjini Joshua: Yeah.

Ronjini Joshua: Yeah, yeah.

Karlyn Ankrom: So they're like la la I don't want to talk about it. I don't know enough about it.

Ronjini Joshua: Okay then going back to the power. One thing.

Karlyn Ankrom: Yeah.

Ronjini Joshua: wanted to ask you when you were talking about the metrics was how often do you measure them you were mentioning you should check, your growth. You should check your engagement. How often are you looking at this because sometimes when I tell people I run ads for people before right so we're running ads and they're like, okay, how's it doing? It's like the next day and I'm like, Facebook told me that it's gonna take two weeks. It's not like you have to wait a little bit and…

Karlyn Ankrom: Yeah.

Ronjini Joshua: people do not have patience when they're spending money, especially in advertising, right? So,…

Karlyn Ankrom: Yeah.

Ronjini Joshua: When you're not spending money, even what is the waiting period what should you be looking at? is it week month after month? what does that measurement time frame?

Karlyn Ankrom: So overarching I do a monthly report for my clients. However, I will also look.

Ronjini Joshua: but

Karlyn Ankrom: Week over week and I borrowed that this is from another agency. I used to work for they would do what they called weekly seesaws. And they would say…

Ronjini Joshua: I think I've heard of this before.

Karlyn Ankrom: what was the top perform? Yeah, What's the bottom post and then write up a few sentences of why that didn't work well. And the reason…

Ronjini Joshua: my gosh.

Karlyn Ankrom: why you do that is by the end of the month when you're looking at all of the metrics for the month. You can be like, What happened here on week two? Then you can go back to your executive summary and that seesaw and be right. That content in perform as well because There were three holidays happening on this one weekend and

00:30:00

Ronjini Joshua: Wow, Yeah. Okay, So the monthly and the weekly just kind of get a little better Insight on them daily is not happening. That's silly. Yeah, that's yeah. And then let's say if you're gonna do an analysis of okay overall. This is the stretch. We've been following this strategy. What would you say is the time frame that you want to do analysis and a check got check.

Ronjini Joshua: 

Ronjini Joshua: Yeah.

Ronjini Joshua: What do you say for people who will be six months is a long time. I can't commit This is a sales objection pretty much because this happens to me all the time and it's funny because I believe you when you say, okay, we gotta measure this at six months but even if I believe you I'm gonna say I don't know if I'm willing to do an investment for six months. can we just do this in three months? or can you be able to see a movement within one to two months so that I know that it's working like this is the stuff people say

Karlyn Ankrom: Yeah, I typically do a gut chat every six months. I also clients that prefer every quarter…

Ronjini Joshua: Yeah. definitely

Karlyn Ankrom: but six months is really where we can kind of Really dive into what has been working. Are we on track with our goals really have things change within the business model and recalibrate the strategy document…

Ronjini Joshua: movement

Karlyn Ankrom: because we do build robust strategy documents for all of our clients knowing that it is very much a malleable document and…

Ronjini Joshua: Yeah.

Karlyn Ankrom: it will change as kind of continue our growth and continue working with that client.

Ronjini Joshua: right

Karlyn Ankrom: So yeah, I would say every six months is a good rule of thumb that we like to stick to

Ronjini Joshua: Better metric. Yeah. Because you're eating you're evening out and…

Karlyn Ankrom: yeah. Yeah.

Ronjini Joshua: you're cutting into a real flow. I mean, this is the hardest thing to explain and I mean, this is why we do the DIY stuff because we say, hey try this yourself and see what happens. you see if you try it yourself, you'll see that you need this time and then you'll understand what we're doing and…

Karlyn Ankrom: Yeah,…

Ronjini Joshua: it is a very difficult industry all of communications is very very difficult and…

Karlyn Ankrom: I get that all the time. We will not do less than three months because typically makes us a month to get in the groove month two we're still figuring out month three is like the algorithms finally kind of understanding…

Ronjini Joshua: challenging to explain and educate and we do the best we can on our meetings or whatever but it's like no I think

Karlyn Ankrom: what we're putting out there into the world and we can really measure accurately…

Ronjini Joshua: right now and…

Karlyn Ankrom: because Our clients get very excited the first two months…

Ronjini Joshua: I want to get into this conversation before we end this about Trends,…

Karlyn Ankrom: because they go from posting nothing to posting stuff and…

Ronjini Joshua: but right now we're just seeing People and…

Karlyn Ankrom: and analytics are inflated and…

Ronjini Joshua: things moving at a really rapid rate. I don't think people realize all the stuff that we're saying today were planted a long time ago.

Karlyn Ankrom: so they get super jazzed. And so we always have to tell them this is inflated metrics. It's because you went from posting nothing to posting something…

Ronjini Joshua: It's not like it didn't come up today.

Karlyn Ankrom: where we're start.

Ronjini Joshua: And…

Karlyn Ankrom: We're gonna start to really find the results around month three.

Ronjini Joshua: that's the thing is you really do have to strategize and think ahead so As we kind of and…

Karlyn Ankrom: and because of that that's why I always say to see the results that you're looking for six months is the best frame it is it just is and

Ronjini Joshua: this conversation for today. what? Can we see as new trends that people should be watching out for or preparing for we're closing up a year coming up to 2024.

Karlyn Ankrom: yeah. Yeah.

Ronjini Joshua: I don't know if there's something that you're seeing any Trends and social media that people should be monitoring.

Karlyn Ankrom: Yeah.

Karlyn Ankrom: Yes.

Ronjini Joshua: Yeah. …

Karlyn Ankrom: Yeah.

Ronjini Joshua: then you're gonna have smaller captive audiences.

Ronjini Joshua: Yeah.

00:35:00

Ronjini Joshua: Yeah.

Karlyn Ankrom: Yeah, the biggest thing that I am seeing is Niche specific groups happening around. either it's your industry or something that you like within your industry people are gravitating. on how to make their experience more relevant to them more of

Ronjini Joshua: It's good. that's excellent. I'm just gonna end on that. That's a great Point. obviously when it comes to social media, there's a lot to think about. Do you guys offer any kind of this is a total plug Shameless plug,…

Karlyn Ankrom: Smaller more engaged more solution oriented people…

Ronjini Joshua: but do you guys offer any kind of strategy session or anything like that where you just talk about strategy?

Karlyn Ankrom: who are going to be attracted to you and your audience is going to feel more intimate. I wouldn't say necessarily because you can still have a large audience. How that feel very intimate.

Ronjini Joshua: Yeah.

Karlyn Ankrom: So I think there's a different change that's already kind of happening and the adoption of other tools like Discord, which is Kind of like Micro Niche specific audiences in a slack kind of format that people are adopting Facebook groups. I think are still around but I think people are starting to tune out of them. So until some of those admins really think of ways to

Karlyn Ankrom: Make Their audience feel more intimate. Those might be something that is not as well adopted.

Ronjini Joshua: Nice, so it's a cool little quick.

Karlyn Ankrom: But yes, everyone's looking to make the very noisy space.

Ronjini Joshua: It's like a quick start guide.

Karlyn Ankrom: That is the internet. More relevant to them and I think the algorithms are getting smarter to help us do that, too.

Karlyn Ankrom: Yeah.

Ronjini Joshua: Yeah.

Ronjini Joshua: I might have to take you up on that.

Ronjini Joshua: Come on over. thank you so much for your time today.

Karlyn Ankrom: So we have strategy sessions available one hour increments.

Ronjini Joshua: I think we answered some really big questions. Yeah, These are the things that we are all thinking about…

Karlyn Ankrom: We also have what we call brainstorm in a snaps where it's two hours and…

Ronjini Joshua: but we're at that moment. We don't have the answer.

Karlyn Ankrom: we are creating the content like mapping it out storyboarding it all of that.

Ronjini Joshua: And so I think I'm gonna have to get a good title for this particular podcast.

Karlyn Ankrom: So you can just plug it in and do it yourself and…

Ronjini Joshua: So people know that the answers are here within our conversation.

Karlyn Ankrom: then we have One other item that we can Elevate from that brainstorm…

Ronjini Joshua: Thanks so much and…

Karlyn Ankrom: where it's called content in a snap where we are sitting on a zoom and…

Ronjini Joshua: listen to the pr Playbook podcast.

Karlyn Ankrom: you're creating your video content at the same time while you're doing that.

Ronjini Joshua: If you guys have any questions, you could check out. Karlyn and…

Karlyn Ankrom: I'm over here working away creating Graphics captions setting up your content calendar so that when you leave that session you have 15 to 36 pieces of content like ready to crank.

Ronjini Joshua: snap social and her information should be in the show notes, but you can always contact me ronjini at the silver telegram.com and we'll talk to you guys next time.

Karlyn Ankrom: It's awesome. Yeah.

Karlyn Ankrom: Yeah, quick start and it helps those that maybe feel a little bashful in doing video. It gets them a little bit more comfortable and also gives them someone like me in their back pocket to bounce the ideas and make sure what they're saying is resonating to an audience that maybe is not as well versed in the topic that they're talking about. Yeah, yeah how long it's a fun time?

Karlyn Ankrom: yeah.

Karlyn Ankrom: your question answered

Karlyn Ankrom: Bye-bye.

Meeting ended after 00:38:04 👋