Why You Should Be Tracking Your Social Stats

Social platforms as marketing tools are the new normal in the advertising and digital marketing world. Instead of Instagram, Twitter, Facebook (and so on), being a suggestion for brands and businesses, it has become the standard. So if social is the new standard, we have to make sure we understand how they’re being used in order to use them right.

The best way to understand how your social platforms are working, and if they’re even working at all, is to look at the information you can extract from them. We’ve discussed what stats you should be looking at from an overview, and now we want to dig deeper and explain why these stats (as well as some others) matter.

The overarching theme for why you should be tracking your stats can be broken down into three key points: tracking your progress, gauging what works, and driving efficiency.

Measuring Growth

Demonstrating your growth across social platforms is as easy as tracking a handful of specific numbers and is extremely important when exploring and explaining your online footprint.

Two big metrics businesses and brands use to track growth are follower count and engagement/engagement rates. When you track these numbers, you are able to see not only how your audience is growing in size, but also if your content is resonating with your current and new audience. In an article published by Adweek, CEO of Socialbakers Robert Lang declared that “user attention is the new currency of success.” Follower growth, engagement, and engagement rates* are benchmark numbers that demonstrate how well your content is being consumed across platforms.

*Engagement rate is expected to either stay steady or see only slight increases because of how it is calculated. As your follower count increases, your engagement should increase. Since follower count and engagement are the numbers used to calculate engagement rate, change of engagement rate shouldn’t be expected.

Analyzing your Audience

Using your social media analytics to analyze your audience can only work to your advantage. Each platform has native insights that provide you a closer look at who your audience is – showing gender, age, location, and more (depending on the platform). Set a determined time, whether it is weekly, monthly, quarterly or yearly, to actually look at WHO your content is reaching and how your audience shifts & adjusts as you grow.

By looking at, tracking, and analyzing this information, you can make more informed decisions on what type of content you should be creating and posting. This will help you save time and money in the long run, which is always a smart business move!

Comparing Content Across Platforms

Not all platforms are created equally, and the same goes for content. It’s really crucial to see what content performs well on what platforms. A post that succeeds on Instagram, might not excel on Twitter and vice versa. Look at the content you are sharing on each of your platforms and analyze which types of content perform the best. Use that information to strategize and brainstorm new ways you can incorporate that type of post into your overall content strategy.

Reach and Results of Posts

With social media, it’s much easier and cheaper to test new types of content or experiment with content that you believe your audience will be drawn to. Because each individual post has it’s own reach & stats, you can easily track the success of a new venture or new content type. For example, if you want to add in a quote template to your content strategy, you would post one or two over a period of 1-2 weeks and track how your audience responds. If they are successful, then you know to continue including them going forward.

An important thing to keep in mind: if you drastically shift the types of content that you are pushing out, your audience may not respond positively in the initial phase. This is because they’re used to the types of content that you used to produce. We recommend keeping with your new strategy and vision, bear with the bad stats for a short period of time and attract the new audience that you are trying to attract. Hang in there! Sometimes a new strategy takes a little while to catch on.

Tracking social stats is something we recommend for all brands and businesses, no matter what size. Even if it’s just a document or spreadsheet that notes a few stats each week, tracking these numbers will give you invaluable insight into your digital marketing initiatives.

Written by our Digital Specialist, Nora Henick.

Have some of your own suggestions for tracking stats? Tweet us  @somethingsocial or tag us on Instagram- @somethingsocial.

#SomeoneSocial: Brittney Castro

Tell us about the start of Financially Wise Women.

I started Financially Wise Women in 2013 after working in the financial industry for 7 years.  I saw the need to create a financial planning firm that specializes in working with smart, savvy women and help them understand money in a way that made sense for them. We focus on educating and empowering our clients to make smart money decisions and learn how to use their money to live the life of their dreams. Through our fee-only financial planning services, online Money Class, workshops, YouTube videos and speaking engagements, we are able to help women all over the world understand money in a fun and simple way.  

On your website, you write, “I want to to inspire you to use your money to live your dream life. To teach you money principles that will change your financial life for the better, forever.” How do you use social media to accomplish this?

We leverage social media to reach more women across the world and help them understand that money can be fun.  Through our weekly YouTube videos, Instagram and Facebook posts and stories, our content is inspirational, educational and focuses on the fact that women can create wealth in a feminine way and it doesn’t have to be that hard or serious either.

How would you like to see the future of social media develop as you continue to grow your business?

I would like it to continue to help women who may not have access to financial education, learn money principles to help them use their money to live their best life, educate their children about money and make the positive impact in their communities that I see women do time and time again. The moment a woman becomes educated and empowered on a subject it is a ripple effect and can create positive change in many areas of her life and community.  That is one of the unique powers women have and I hope that social media continues to allow us to rise up and build the support groups we need to live this way and inspire others to do so too.

What was the first moment you looked back at Financially Wise Women and realized you had created a community that helps women across the world understand and manage their own money?

Honestly it was probably within the first 6 months of starting the company that I saw the impact our company was having on women. Through my regular workshops and speaking engagements, i am able to meet a ton of women from all walks of life and what I hear from them constantly is how happy they are they found our company and believe in our mission to educate women with money.  A lot of women have felt misunderstood, talked down to or misguided by the financial industry so it is like a breath of fresh air when they meet me or visit our company website and see all that we are up to to change the old ways of the financial industry.

What are some of your favorite apps?

As much as I love technology and apps for business, I actually am not a huge app woman.  But I guess the two I use the most are my Meditation Timer app for my daily morning meditations and Slack for our team conversations.

What do you want to see more of online?

More realness.  I know social media only highlights the good parts of people’s lives but I find that the more real someone is online, the more I like them.  

Leave us off on a Something Social note – if you could Instagram anything from anywhere in the world, what would it be?

It would be a gorgeous sunset sky from my favorite meditation Ranch in the desert, Royal Way. When I am there I feel like I am in heaven and being in nature and disconnecting from technology and living in the moment are my most treasured times in life.

Follow along with Brittney Castro on her WEBSITE, FACEBOOK, TWITTERINSTAGRAM, AND GOOGLE PLUS.

Who would you nominate as our next #SomeoneSocial? Tweet us  @somethingsocial or tag us on Instagram- @somethingsocial.


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Meet Nora: Digital Specialist

How long have you worked at Something Social?

I’ve officially been at Something Social for one year as of the other month! Hitting my first milestone here.

Tell us about a day in the life of a digital specialist.

One of the best parts about working with a smaller team is that no matter what role you’re in, you get to be hands on with a lot of different projects. So, on a day to day basis I manage our data analytics and work with Marissa to handle inbound marketing initiatives. However, being at Something Social has also allowed me to improve my Photoshop and Illustrator skills, become a (very basic) photographer, and learn about account management.

In your spare time you…

Box and cook, which for the most part, are two relatively new hobbies for me. They help me challenge different parts of my brain – a more creative side and a more controlled side.

Something Social is basically a one-stop shop for all content management and creation for clients. How do you manage it all and where do you draw your inspiration from for content?

Pinterest!! Still learning all the intricacies of it but I love it. I feel like I’m flipping through a magazine, but that magazine is a compilation of all of the thoughts in my head.  

What’s your favorite thing about working for Something Social?

My coworkers. I moved across the country a year ago when I started at Something Social, so there were a lot of moments where I could have felt a little lost and alone. They never even gave me a chance to feel like that – they’ve become like family to me within my time at Something Social. And in turn, that’s made me a more productive worker.

Your dream job would be (besides a Digital Specialist at Something Social of course)…

Working at a dog shelter or being a spy. Both seem like dream worlds. Maybe more-so the spy one, though.

What is your idea of the perfect gram?

I can honestly say I am pretty bad with keeping any sort of consistency or theme on my Instagram. The one thing I do love the look of is flash photography. So maybe a puppy who has his or her eyes closed so they don’t get hurt by the flash – that sounds like the perfect photo.

Favorite place in LA?

Fitbox Studio. This is where I go for said boxing mentioned above. The studio is family-owned and operated so it feels like you’re working out with people who are always looking out for you. They’ve helped me through some transitional periods in my life, so I’m really thankful I found them. I try and work out there at least three times a week, so there’s a good chance if you ask me where I am, the answer will be Fitbox.

Follow Nora on  INSTAGRAM.

Ready to meet the rest of the team? Tweet us  @somethingsocial or tag us on Instagram- @somethingsocial.

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2018 Resolutions

“New year, new you” as the saying goes. And with each passing year, we find new resolutions to make (and hopefully keep) that will improve our quality of life. Whether it be mental, physical, emotional, or none of the above, there’s something refreshing about starting with a metaphorical blank slate in front of you. There’s a level of inspiration and motivation that doesn’t quite come with any of the other 364 days of the year. So here at Something Social, we’ve decided to share some of our New Year’s resolutions with you.

Calli Cholodenko, Founder: No phone in the bedroom! Eek!

Marissa Stahl, VP of Operations: To be ok asking for help. Very often I try to do everything by myself. I regularly put too much on my plate and overwhelm myself with obligations, duties and tasks. Usually, I get everything done but am a bit more than a stress ball at the end of it. This year, I really want to focus on leaning on those around me and asking for support when I need it most. Asking for help is not a bad thing and I intend to force myself learn and believe that fact once and for all.

Phoebe Schramm, Account Director: Find balance. I want to work on balancing my time this upcoming year. I think working in this industry and just the impact of digital in general right now, it makes it easy to only want to focus on work or being on our phones for hours on end. I’m lucky that I love what I do, but sometimes it makes it difficult to shut it off or put my phone down. I want to practice finding balance so that even after a long work day or after scrolling through Instagram for what feels like hours, I find time to do the things I love like cooking, going for walks with my boyfriend, traveling, spending time with my friends and family. I think that the more balance I have in my life and the more time I make for things I love, I’ll be even more present and more focused in whatever it is I’m doing… Everything in moderation!

Nora Henick, Digital Strategist: I personally don’t make New Year’s resolutions. I find it hard for myself to set long term goals with such commitment on one specific date. My “resolutions” come throughout the year, and they range from situational to personal to even something as small as making sure I drink one more cup of water a day. But I do challenge everyone to take some time, whether it be on New Year’s day or April 13th, to find a goal that will bring you some level of sanity. Let’s all use 2018 as a year to bring more love, acceptance, and kindness into the world.

Compiled by our Digital Specialist, Nora Henick.

Made some resolutions you want to share? Just want to chat? Tweet us  @somethingsocial or tag us on Instagram- @somethingsocial.


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Something Social Holiday Gift Guide

Tis the season to be jolly… and if you’re anything like us, also start your gift giving. Yes, traditionally gifts are given on holidays, but isn’t life a lot more fun when you start to receive gifts during the holiday season as well?

At Something Social, we love gifts. Whether it’s the gift of giving (which we love to do with #SomethingSignificant), or the giving of gifts, we’re all for it. With all of the amazing deals starting now, why wait? Here are some of our favorite places to gift from (as well as receive gifts from, for all of the moms, dads, sisters, brothers, friends who are reading this and want to know what we’ve got our eye on this year):

Sara Happ – Whether you want to exfoliate, hydrate, or add some color, Sara Happ has all your lip needs. We personally love the The Lip Slip.

Love Quotes – Scarves for every occasion, including the holidays. If you’re traveling this holiday season, make sure you’re in one of these.

Zoe Chicco Earrings – Earrings that make a statement. The pearls and diamonds complement each other so well, it’s almost guaranteed everyone else will be complimenting you on your Zoe Chicco jewelry as well.

Bling Wipes – No holiday gift guide would ever be complete without the perfect tool for cleaning all of your new jewelry. Bling Wipes has you, and your rings, earrings, and necklaces, covered.

Kikori Whiskey and Yuzuri Liqueur – After you pick yourself up a bottle of Kikori, settle down with their delicious recipe for hot coffee. If you decide to go for the Yuzuri instead, check out their Instagram to learn different ways to make your own drinks.

Diptyque Holiday Candles Ron Robinson is now offering all of the available Diptyque holiday candles. Nothing gets your home ready for the holidays more than a candle that goes by the name of “Frosted Forest” (and smells like a Christmas tree has decided to take up a permanent residency in your home).  

Opening Ceremony Double Zip Pant – Opening Ceremony has created the perfect winter pant, no matter what coast you’re on, and Reservoir is selling it. Make sure to tweet us a picture or tag us on Instagram if you get a pair. We’ll be jealous.

LadyBox The Lady Gang is at it again with their holiday box. With robes, ornaments, and more, you’re in for the perfect holiday treat.

Dinner at Petite Taqueria – It wouldn’t be a gift guide without some food. While it may not be the traditional holiday meal, it is a holiday meal you won’t forget. Make a reservation at h.wood Group’s very own Petite Taqueria here.

Written by our Digital Specialist, Nora Henick.

Have your eye on something this holiday season? Tweet us  @somethingsocial or tag us on Instagram- @somethingsocial.


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Mindfulness at Work

When we think of mindfulness, we’re quick to avoid equating it with our offices. We’re a generation that is built on and thrives off technological advances and social media interaction. We’re constantly looking for new ways to make ourselves more efficient, and in the past we’ve placed that responsibility on technological developments. If our inbox is cluttered, we download an extension to sort through and prioritize our emails. If our calendar is so booked that finding open time slots is a hassle, we send people a link to look through our calendar and book themselves a time that we have open.

But recently we’ve seen a new wave of mindfulness in the workplace, and it’s a type of mindfulness we fully support at Something Social. Instead of finding new ways to enhance your experience online, we do our best to unplug and appreciate the productivity that comes from being offline. Between all the different ways to stay connected, it’s so easy to lose sight of focus, goals, and productivity.

However, we also know it’s easier said than done. Since we know how taking a step back from being online helps us as a team, we want to share our tips with you.

Weekly Team Meetings

These are the foundation of our core values at Something Social. We meet weekly to discuss major team goals, updates on clients, new initiatives, and more. While it may seem really easy to do all of this while also being on your laptop and phone, we make sure we don’t waste this time by fully focusing on the conversation. We leave our laptops and phones at our desks. Oftentimes, we’ll also take a few moments to discuss personal goals as well as professional, which helps us tie our work to our personal growth.

Ironically, one of the things that most helps us stay mindful is a piece of technology – the Bamboo Folio. The Folio lets us write meeting notes and ideas with a pen on any paper and then save the work as a digital file with the touch of a button. Once it’s digitized, you can access the notes from anywhere, so you don’t have to worry about forgetting your favorite notebook at home! You can also convert your handwritten notes to text from your phone with the Inkspace app (no retyping needed!) and of course, you can update your saved notes at any time.

Goal Development

As mentioned above, we like to take time to discuss our goals as a team. We’re big believers in supporting personal development, because we know that employees are not just robots programmed to churn out work. We’re the best versions of ourselves when we’re supported by our surroundings.

Team Outings

While it’s great to unplug during meetings and team discussions in the office, we also place a high value on team bonding activities outside of the office. When you know you can rely on your team outside of the office, it’s easier to know you can rely on them inside of the office as well. It’s also a great chance for you to put the phones away and learn about different ways to connect without a screen involved. You’ll be triggering a new side of creativity your brain may have turned off in front of the computer.

For more information on Mindful Meetings and how to have them, visit Bamboo’s website. You can also learn more about the Bamboo Folio here.

Written by our Founder + Creative Director, Calli Cholodenko.

We want to hear about how you get mindful in and out of the office. Tweet us  @somethingsocial or tag us on Instagram- @somethingsocial and use #MindfulMeetings.

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Meet Marissa: VP of Operations

How long have you worked at Something Social?

I have worked at SS since January of 2014, so I’m coming up on my 3rd year. It has been such an interesting journey full of turns and a lot of growth, both personally and professionally. When I started, we had a really small team and were working with only a handful of clients. To see the growth that we have gone through as a team and as a company in these past few years has really been extraordinary. Calli and I always talk about how even a year ago we couldn’t have imagined where we are today. Life moves very fast in the digital space, and I feel extremely grateful to be at a place that is flexible to moving with the times.

Tell us about a day in the life of the VP of Operations.

Honestly, every day is very different. Some days I’ll be in the office all day answering emails and planning photo shoots or content schedules for our various clients, others I’ll be doing one on one consulting sessions for our strategy clients, conducting interviews for our intern program, executing live social at one of the many events or performances that our clients are involved in or working on business development for Something Social itself. I kind of have my hand in a lot of different buckets at SS but that’s the way I like it; it’s always changing and keeping me on my toes.

In your spare time you…

In my spare time, I’m either outside or with friends. Relationships are really important to me and I try to spend time with the people in my life as often as possible.  I also love all things outdoors, from the beach to hiking in the mountains, I’m happiest when I’m in nature.

You’re basically a one-stop shop for all content management and creation for your clients. How do you manage it all and where do you draw your inspiration from for content?

Lots of organization & lists. I’m not naturally the most organized person, so I have to set up systems for myself to keep everything in line. Having a deadline is key & also a teammate to help out. Calli and I tag team a lot of clients and I definitely rely on her to keep me focused. In terms of inspiration, for me, it comes from so many things. Whether it be a great movie or song or seeing a really interesting shadow on the ground. I’m a pretty observant person so I’m always taking in my surroundings and finding inspiration wherever I go.

What’s your favorite thing about working for Something Social?

Hands down, it’s our extremely collaborative working environment. But in addition to that, I love that we work with clients over a broad range of industries, from fashion and beauty to nightlife, hospitality and pretty much everything in between. I love learning about the intricacies of all of these different spaces and what is most important to each brand and client. The similarities and differences between the ways all of these businesses operate is really interesting to me.

Your dream job would be (besides VP of Operations at Something Social of course)…

A travel writer / photographer. I love exploring new places & visiting cities that I’ve never been to before. If I could spend the rest of my life traveling and photographing moments that I think are interesting, of course for the gram, but also, just for my own personal collections, I would die happy.

What is your idea of the perfect gram?

I’m drawn to color, specifically colors that occur in nature. So a killer sunset or a gorgeous mountain view with a wide range of natural colors is my idea of perfection.

Favorite place in LA?

I’ve found that this has changed over the years. It used to be the shops and restaurants on Larchmont but right now, it’s the bike path in Santa Monica / Venice. I love doing long walks or bike rides on Sundays to catch the sunset or just to be outside.

Follow Marissa on Instagram.

Ready to meet the rest of the team? Tweet us  @somethingsocial or tag us on Instagram- @somethingsocial.


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Social Media Stats You Should Be Looking At

Numbers don’t lie, but there are definitely numbers that carry more weight than others in the grand scheme of things. Not to play favorites, but Instagram stats definitely have a hierarchy. Between bots and purchased followers, it’s hard to keep track of what is and isn’t important when looking at statistics.

You should be looking at stats for a variety of reasons – whether it be working with an influencer, checking your client’s stats, or checking your own, the numbers provided can shed a lot of light on the success of a page or post.


Engagement is the number one stat you should be looking at. Engagement is calculated in a few ways, the most popular being engagement rate. Engagement rate, as defined by Origami Logic, is “the measure of quality or efficiency of a post and is calculated as engagement volume divided by the number of users or events that could have triggered the action.” So why is this the most important number?

Engagement rate essentially tells you what percentage of your audience interacts with your posts. Whether it be through likes, comments, retweets, or shares, engagement rate displays how many users are actually engaging with your content, not just seeing it. If you could use any stat to demonstrate ROI, this would be the one.

Making up the engagement rate is your likes, comments, retweets, and shares. Those numbers are important on their own, but individually do not hold the same weight as your engagement rate. These numbers are definitely important to look at, but you should always total your engagement rate as well!


This number is going to tell you how many people your post is reaching (duh). The important thing to note, is that each person is only counted once. So if John Doe sees your post six times, and he’s the only one who sees it, your reach will only be one.


This is where that “seeing your post six times” number comes in. The number of impressions is calculated by how many people are seeing your post and every single time that they looked at it. If John Doe & Jane Doe look at your post six times each, your impressions number would be 12 and your reach would be 2.

Written by our Digital Specialist, Nora Henick.

Let us know if you have any questions about your social media stats! Tweet us  @somethingsoc_la or tag us on Instagram- @somethingsocial.


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#SomeoneSocial: Brandy Pham

Introduce yourself to us through your three favorite Instagram posts and give us a little story behind them!

I am a mother, wife, designer, creative director and founder of Planoly – a visual and marketing software for Instagram. This is one of my favorite Instagram posts of my little family taking a #selfie in Hawaii.

When I gave birth to my son Teddy, I dreamt up Planoly to be more organized with my social media strategy (Instagram in particular) as I was a one-woman team executing my own content creation and marketing. Planoly was born out of my own need. I used to shoot, edit, and plan content during his nap times before he woke up in the mornings and after he went to bed at night.

I love sharing my story and my experiences with fellow creatives. I feel that it’s important to share what I’ve learned because I wish I had the guidance when I was younger. Here I am at The Bloguettes Workshop in Austin sharing everything I know about creating a visual brand, marketing, and Instagram.

Tell us about Planoly – you found a solution for something people may not have known they needed. How did it start?

With ten years of experience in the fashion industry, I went off on my own and built my namesake jewelry company out of my 400 square foot NYC apt. The company was bootstrapped with savings, and within the first year, I did six figures in revenue and was carried in stores like Anthropologie and Henri Bendel. I achieved this through pure hard work and hustle – cold calls, trade shows and going to boutiques one by one.

After having my son, I wanted to spend more time at home and decided to slow down my wholesale business while growing my business online. During that time, Instagram was just on the cusp of taking off with influencers tagging brands and sharing their daily #ootd. I saw this and made planning digital content for my Instagram a priority, and it took up the majority of my time. I knew magazines, editors and buyers were looking at my Instagram so I was obsessed with the look of my feed and treated it as my online portfolio.

After showing the tedious process of preparing my Instagram feed and captions to my husband, he thought it was crazy. That was the genesis of Planoly. I took this idea and designed the software the way I wanted. In eight short months, Planoly grew to over 100K organic users. To date, Planoly has over 800K users around the world and has been well-received by every industry across the board (not just fashion)!

Since Planoly is a social media management tool, tell us what role social media plays in your life.

Social Media plays a significant role in my life, as well as my team’s lives. We wake up to Social Media and go to bed with Social Media. It never turns off, so we have to stay on top of the ever-changing landscape in order to stay relevant, to innovate, and to evolve. Social media is where we get our news and stay up to date with family and friends. It’s a form of communication that is slowly becoming the main point of contact for everyone.

As you mentioned, you’re also a jewelry designer! Where do you find inspiration for your pieces?

I have a passion for design and detail, so I find inspiration everywhere, whether it’s in furniture details, personal experiences or architecture. My classic collection consisted of needle designs as a homage to my first love of fashion (my design school major and where I first started my career), so there’s always a backstory to my pieces.

How do you balance both jobs, while also tying the two of them together?

I’m a designer at heart, whether it be jewelry or designing UI’s and wireframes for Planoly apps or the web. It goes hand in hand, and I use the same design theories and beliefs when I design. For me, everything is about the branding, presentation, and how the design makes the customer/user feel when they wear or use our product. I hate the word balance, but it’s all about time-management and scheduling out time for each project. I prioritize by urgency and work my way down my to-do list.

What is one of the most important things you’ve learned from starting a business and building a brand?

Starting a business is hard. It takes perseverance and dedication to start and maintain a successful business. You always have to have a clear vision and try not to stray from it. To me, building a brand is much easier because we’re all about authenticity. Every single feature we add on Planoly is actual needed features that I personally use. The story of our brand is about me, so it’s much easier to tell my story versus making one up. Some of the keys to building a brand are authenticity and consistency.

Who is your social media crush and why?

I have a few social media crushes and can’t name them all but here are a few… I love @glossier and what their team has been doing since the birth of their brand. They’ve always told their story from their perspective and related to millions of women because of their authenticity, and that has never changed.

The same with @mansurgavriel. I’m drawn to designers who put out mindful, and beautifully crafted products with so much love and care and Mansur Gavriel is one of them.

I also love and adore @glitterguide, and it’s Founder @taylorsterling and Director of Content and Partnerships @caitlinkruse. Glitter Guide shares such inspiring and beautiful content that make you feel good and the people behind it is even lovelier! They are so genuinely sweet and supportive of Planoly and has championed us since the beginning. I’ll always be grateful for everyone I’ve had the pleasure of meeting through social media and building those friendships offline.

What’s a social media hack you can share with our readers?

I take a few hours at the start of the week to plan out our entire week’s worth of social media content (sometimes two weeks in advance). Planning is essential, and it’ll save you tons of time and headache. Whether it’s a few hours on Sunday night or Monday morning, you’ll be able to plan everything out for the week so you can concentrate on other tasks.

Another strategy I use is labeling colored post-it mini notes to plot out a month’s worth of blog content. I know exactly who Planoly is going to interview or feature on the blog a month in advance; then I use that as a roadmap to plan daily social content from there.


Written by our Digital Specialist, Nora Henick.

Have someone you’d like to nominate as our next #SomeoneSocial? Tweet us  @somethingsocial or tag us on Instagram- @somethingsocial.


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The Buyer’s Journey: Converting Followers into Customers in a Digital Age

Navigating the online space can be tricky, especially when you’re trying to engage with consumers through a screen. The journey of a purchase has dramatically shifted from its original in-store, in-person style to an online venture. According to Mary Meeker’s annual KPCB Internet Trends Report from 2017, U.S. adults spend more than three hours per day interacting with digital media on their mobile devices, which means that your social advertising strategy has to be stronger than it has ever been before. Below is some insight into the stages of a buyer’s journey, as well as the type of content we recommend using in the digital space to accompany each stage in order to see the best ROI.


Your consumer has realized they have a need. Whether it be a product, an idea, or a service, there is now a level of need that needs to be satisfied. This content should be informational, not promotional. You want to fill an empty space for your consumer who is currently at the beginning stages of their buying journey. Think about different ways in which you can provide educational information about the broader topic of what you’re trying to sell.

For example, if you’re selling juices and someone is looking for “new ways to improve overall health”, this is the perfect stage to provide information about why healthy eating and drinking can better a person’s lifestyle. The less specific to your brand and the more specific to the general message the consumer is trying to learn more about, the higher the chance you have at carrying them to the next stage in their journey.

Examples: eBooks, blog posts, shared news articles.



This is the stage in which the consumer will now look at products, ideas, or services that fulfill their needs. Circling back to the juice example, after a consumer researches “new ways to improve overall health” and finds information on the benefits of drinking green juice, they’re more likely to now take it one step further and research brands that can provide them with this product.

This content should be more catered to what you’re trying to sell. Feel free to pull from your competition in order to demonstrate what you have, as this is the stage where you’re trying to show consumers why they should buy from you over other brands. However, you still want to err on the side of informational. You should be informing your consumers as to why your products, ideas, or services will best suit their needs. A great way to do this is to explain how it will make their lives easier.

Examples: Brand-specific creative content for social media platforms, competition comparisons.



This is the last stage and arguably the most important when discussing ROI. You’ve provided the consumer with information, showed them how your product will help, now what? Instead of just sitting back and hoping they pick you, use this time to offer incentives to work with you. Whether it is a promotional price, an added service, or even a more personalized shopping experience, making the consumer feel like working with you is the best decision will be the step that brings in the ROI.

Written by our Digital Specialist, Nora Henick.

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