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#HSonAir Employee Spotlight Series: Interview with Sarah Pedersen of Hearsay Social

sarah pedersenIn episode 22 of Hearsay Social On the Air we introduce Sarah Pedersen (Director of Customer Success at Hearsay Social, @SarahCPedersen), and the role she and her team play in the implementation and adoption of social by our clients.
We also explore how the Customer Success team collaborates with clients to help them define and reach their goals, meet their challenges, and thrive in their use of social media.
Be a part of the conversation with @VictorGaxiola and @ronnykerr on Twitter using hashtag #HSonAir
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Thrivent Financial's path from social media compliance to ROI: Lessons from LinkedIn's Financial Services Summit

LEFT TO RIGHT: Knut Olson, SVP, Financial Network, Thrivent Financial for Lutherans; Paul Johnston, VP and Deputy General Counsel, Thrivent Financial; and Hearsay Social COO Michael Lock.

Many financial institutions get started on social media only to manage risk, but with the appropriate policies and processes in place, social networks such as LinkedIn, Facebook, and Twitter can be extremely valuable for sales representatives. Yet many firms still struggle with making the transition from social media compliance to ROI.
At LinkedIn’s Global Financial Services Marketing Summit in New York last week, Hearsay Social COO Michael Lock (@michaelhlock) sat down with representatives from one of Hearsay Social’s customers, Thrivent Financial, to discuss their organization’s social selling success. Thrivent’s Head of Sales, Knut Olson, teamed up with his Head of Compliance, Paul Johnston, to share how they have gone beyond social media compliance to enable their financial advisors to sell socially.
Before using Hearsay Social, Thrivent was tracking social media activity for compliance manually, and it was so time-intensive that they could only allow a small number of field representatives on social. Eventually, however, they had to catch up wih the field.
“Social media is here,” said Paul. “Whether or not we like it from a compliance and legal perspective, our sales reps are going to be using it.” To make compliance manageable, Paul recommended assigning a single team or person to focus on understanding the technology and regulations. “The rules are changing rapidly” said Paul, and the “functionality of social networks is changing rapidly.”
It really helps having a point person to keep an eye on these constant changes. Also, Paul described how important it was to establish expectations cross-functionally, so that everyone remains flexible and can adjust as regulations or technology changes in the future.
Technology for his field sales organization, Knut described, was intended to “accelerate a human process that is already part of the business.” So, in their relationship-based business, social media was a no-brainer. Hearsay Social has Thrivent Financial sales representatives to attract prospects, build stronger relationships with customers, and grow business overall.
You can watch the full session here:

See more from the event:

LEFT TO RIGHT: Knut Olson, Michael Lock, and Paul Johnston.

5 stats you should track to be successful on social media

Measuring the impact of a social media engagement program can seem like a daunting task, especially if you are just getting started. With a seemingly endless supply of social data at your fingertips, it’s easy to get overwhelmed.
Don’t stress! Stop, and take a deep breath. Social media measurement is more manageable than you think.
The key to success is to start small and establish a few important bases before you try to tackle complex social media ROI models. Whether you are brand new to social media or can tweet in your sleep, we have compiled a few of our favorite metrics below to help you kick off (or extend) your measurement efforts. What makes these metrics so special? Three things: they are specific, they are easy to measure over time, and they are actionable. So take a look, and get going!

1. Reach (Facebook): How many people saw your post

No calculations necessary. See the number of impressions on your Facebook posts by simply looking at the number that appears under each post on your page. Additionally, if you have more than 30 fans on your Facebook page, you can click into your Facebook Insights and monitor the “Reach” for each of your posts. (“Reach” is the same thing as “# of people saw your post”.) For even more insight, sort them to see which of your posts gained the most views.
Action: Look for a theme in your most viewed posts and capitalize on this theme in future posts.

2. Engagement (Facebook): People talking about this (PTAT) / Likes

Find these stats under your Facebook page name. Dividing your PTAT value by the total number of Likes on your page will give you a sense of how engaged your base of fans is. This percentage, which typically ranges between 2-5%, gives you an up-to-the-minute view into just how many of your fans are interacting with your page through any variety of interactions, including likes, comments, shares, mentions, and tags. While it’s not uncommon to have a 2% engagement value, shoot for 5% for a truly stellar Facebook business page.
Action: Pay attention to any peaks or troughs in your engagement metric. Re-engage fans by sharing photos, asking a question, or celebrating your fans’ milestones.

3. Time (all networks): Hearsay Social Metrics

Do you ever wonder when you should post content? Should you post at 9am or 9pm? On Tuesdays or Thursdays? The answer is unique to every business, every page, and every social network. With Hearsay Social’s “Engagement” data, found under “Metrics,” you can determine which day of the week is the best to share content and even what time of day will earn you the most engagement.
Action: Craft your engagement strategy around these metrics. Schedule content for popular times and make sure to respond to your engaged fans.

4. Shareability (Twitter): Search “@yourtwitterhandle” at

Creating content for your social media audience is a good thing. Inspiring your fans and followers so much that they decide to share your content with their audiences is a great thing. To measure this in Twitter, simply search your handle (or use Hearsay Social Metrics) to see exactly how many mentions and retweets you’re receiving. Are people retweeting what you have to say?
Action: If you get lucky, you might just find your brand enthusiasts through your retweet search. Think about engaging them directly by thanking for them for their support in a tweet.

5. Relevance (Twitter): Total You Are Following on Twitter / Total Twitter Followers

If you’ve ever wondered whether your tweets are resonating with your follower base on Twitter, wonder no more. Divide the number of accounts you’re following on Twitter by your total number of Twitter followers to calculate a relevance percentage. If you get a value around 30% or lower, you are doing very well. As a thought leader, you’re like accumulating a healthy following by sharing great content. Having a relevance value around 50% or higher, on the other hand, might not necessarily be a bad thing. Perhaps your strategy is to simply follow back anybody that follows you, a policy that many Twitter users have adopted.
Action: Follow people who you would like to follow you back. Consider tweeting at prospective followers to invite them to follow you.
That’s it! With five easy steps, you can start tangibly measuring your social media efforts to track exactly how your posts and conversations resonate with fans and followers. Each of these metrics lays the groundwork for you to analyze the business impact and ROI of your social sales and marketing efforts.