After defining your social media goals and launching social media campaigns, it’s vital that you monitor and measure the success of your efforts. These nine tips will help you stay fresh, relevant and successful on social media platforms.
- Reach: Social media has an incomparable ability to reach an expansive target audience. By remaining relevant to your client’s interests, lifestyles, age, demographic, and more you can expand your reach and impact your audience with positive, productive results.
On the other hand, however, low-user activity on social media accounts likely indicates a lack of interest in your product or message – leading to minimal reach. Without creating a personal, exciting experience for users, they will be less inclined to communicate with one another over your product and will result in minimal audience growth.
There are several ways to measure your Reach metrics. You can use third-party services to track your Reach, like Klout or SalesForce, or you can manually keep track of your social media accounts by tracking sources like:
- LinkedIn connections
- Twitter followers
- Facebook “Likes”
- YouTube channel views and subscriptions
- Blog visitors
- Engagement: Once you’re able to track your Reach and measure the number of visitors on each site, it’s important to understand the actions they take and how your social media accounts have engaged your viewers. This can simply be measured by activities such as:
- Twitter retweets, mentions or messages
- Links clicked on social media posts
- Facebook or LinkedIn shares and/or comments
- YouTube ratings
- Blog post comments
- Conversion: How many people were inspired to take action because of your message or content? Measuring the conversion of audiences will indicate the effectiveness of your social media efforts. Conversion can be measured through actions such as:
- Downloaded content
- Registration for webinars
- Call ins about your message
- Forms filled out
These indicate that your message is doing a good job of getting people to take the next step in joining your marketing database. By understanding the conversion element, you can better track your ROI from other social media campaigns.
- Brand Identity and Recognition: Are people talking about your message or product? Are they talking positively about it? By listening to your audience members in indirect ways, you can get a better idea of what they are saying to others about the product that they may not be saying directly to you. This will help you become more aware of customer’s perceptions and well as your company’s brand health.
- Savings: Is social media helping you save operational costs? Is your brand growing without excessive spending? If so, your social media platforms are likely inspiring visitors to become brand advocates for your marketing efforts and is helping you cut marketing costs. Social media is also a great way to connect with users for customer service needs at a less expensive rate.
- Visitor Experience: Customers are likely to share their experience with others on social media, which correlates directly to your brand health, revenue increase and savings.For example, the social media listening team at Kraft Foods discovered that customers were cutting themselves while trying to open a newly designed salad dressing bottle. This problem was not detected through customer service or complaints to the 1-800 number; it was found by listening to what customers were saying to one another on social media. By monitoring social media and listening to conversations about your brand or message, you can create the necessary changes to improve the customer experience that you may have not otherwise considered.
- Marketing Optimization: Resources like Google Analytics track the activity on your sites, including the “type” of visitors to your page. This can help you fine-tune your social media platforms to better cater to your target audience. If you can determine what terms users are searching and how they accessed your page, you can better optimize things like marketing campaigns, content, channels, and timing to become more relevant to your audience.
- Interaction and Innovation: Consider reaching out to your target audience for ideas and feedback. This is a great way to create an innovative discussion and to get your audience involved, while also measuring how many people are interested in your product or message. Companies like Starbucks and Proctor and Gamble created unique websites to crowdsource ideas and listen to their customer’s wants and needs. While your options may not include an innovative website, you can still interact with users by hosting a weekly idea session or prompting visitors to offer ideas and feedback through fill-in-the-blanks, like “It would be cool if…” or “I would like to see…”
- Internal Collaboration: Lastly, a reliable way to measure the success of your social media is to observe the happenings within your business or agency. If there is better communication between departments, or if employees are sharing ideas with one another about your message or product, it’s a good indicator that your social media sites are succeeding.
Many working environments reap the reward of saving costs and time with social media, and this can be greatly reflected inside your office. The better the communication inside, the better the communication on the outside.
With social media marketing, you can garner success like never before. However, by measuring the effectiveness of your social media efforts you can equip yourself with the tools, resources and knowledge it takes to outshine your competitors. For added content, consider further reading on digital marketing budgets, outsourcing SEO needs, and much more.