1. The 10 Big Social Media Challenges
(and how the right tactics can address them)
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com

2. No Need to Take Notes:
http://bit.ly/10socialproblems

3. #1
With Whom Should I
Interact?

4. Interact with These Folks:

5. Find Them Using Followerwonk:
Sorting by Social Authority can help ID
influential accounts that may not have
huge follower counts
http://followerwonk.com

6. #2
What Should I Share?

7. Base Your Sharing on Your Strengths
Always in the know about
important news before
others? Share it!
Master of humor?
Keep „em laughing.
Have short, profound
insights & phrasing about
trending topics? Share
„em!
Can you create great photos/visuals for
your shares? Do it!
From the Canadian Bobsled Team‟s Recent “Selfie” on Twitter

8. Track Your Sharing to Determine What’s
Working vs. What Isn’t
I try to compare these against the
shares that get the least traction to
understand the differences between
what works vs. doesn‟t.
Via my Moz Analytics account

9. #3
When Should I Share?

10. When Your Audience is Online!
Via http://followerwonk.com (and scheduling via http://bufferapp.com

11. And, Hopefully, More than Once:
If I only share once, even at the peak of my followers being
online, my tweet would only be seen by ~6%!
Buffer‟s Case for Reposting Content

12. #4
How Do I Get More People
to See My Shares?

13. Easy…
Just share really awesome stuff that
no one has seen before.

14. Participation by & Inclusion of Others
Earns Built-In Amplification

15. Participation by & Inclusion of Others
Earns Built-In Amplification
Early in Moz‟s history, we started the search ranking factors by collecting feedback from many of
the industry‟s best-known professionals. Naturally, they helped us spread the word once the project
launched.

16. Participation by & Inclusion of Others
Earns Built-In Amplification

17. Creating Your Own Sharing Network
(over email/chat) Can Be of Huge Value
Using Google Groups, Wiggio (pictured above), or a homegrown solution can work

18. #5
Which Networks Are Right
for Me/My Brand?

19. Don’t Just Look for Your Competition or
Your Customers!

20. Go Where Your Audience’s Influencers
are Most Active & Receptive
79 new posts about Seattle bicycles in
60 seconds! Maybe Google Plus is
worth checking out…

21. #6
How Can I Grow My
Followers on Social?

22. Share Great Stuff that Gets Amplified
This was one of my most successful
Google+ posts in terms of shares and
+1s, and it also resulted in a large number
of new followers.

23. Create a Conversion Point from Other
Trafficked Channels
From Dustin Curtis‟ now famous experiments on social account CTAs

24. Get Influential Accounts to Mention You
& Your Stuff
One of the best ways to do this is to give people/brands/accounts the heads up when you‟re
mentioning or saying nice things about them

25. Participate in Events
I gain the most followers when I speak at conferences,
participate in webinars, or join events.
Interestingly, I usually lose followers if/when I tweet
something political 

26. #7
How Can Social Media
Help My SEO?

27. Google+: Fairly Directly

28. All Other Networks: Indirectly
Via http://searchengineland.com/googles-matt-cutts-facebook-twitter-pages-are-treated-like-any-other-web-page-on-the-internet182370 and http://moz.com/blog/google-plus-correlations

29. #8
What Format(s) Should I
Use for Sharing?

30. Test & See What Works…
Via http://www.socialbakers.com/blog/223-what-types-of-posts-work-best-on-facebook-pages

31. But Probably A Lot of Visuals 

32. #9
How Much Time Do I Need
to Commit to Social
Sharing & Engaging?

33. Quantity Matters Less than Consistency
http://blog.kissmetrics.com/science-of-social-timing-1/ and http://michaelhyatt.com/bloggingfrequency.html

34. This is What I Do:
I do intermittent sharing, replying, and engagement on social
while I‟m catching up on my daily reading & email.
http://moz.com/rand/how-can-a-ceo-lead-social-media-efforts-for-their-company/

35. #10
How Should I Track
Success in Social?

36. Which Metrics Are Worth Tracking?
I like Avinash‟s post on this topic, though I believe audience and traffic are metrics worth tracking
and for many brands, measuring economic impact may prove too challenging.

37. Vs. the Competition
This comes via a concept for Moz Analytics (which collects this data
but doesn‟t currently show it in precisely this fashion)

38. Against YoY (or MoM) Growth Rate
From Moz CEO Sarah Bird‟s 2013 Year-in-Review

39. The 10 Big Social Media Challenges
http://bit.ly/10socialproblems
Rand Fishkin, Wizard of Moz | @randfish | rand@moz.com