How Can You Measure The Success Of Your Social Media Campaigns?
June 29, 2017
Article Overview10min read
Businesses using social media networks should be measuring its results. You should be measuring not because you have metrics but because you can learn what worked and what didn’t. It also gives you insight into your followers, what they respond to and how you can improve your overall performance.
A social media agency will measure social media activities in two ways. First, it can be tracked through ongoing activity; second monitoring can be done on particular campaigns or events. To track the overall conversation ongoing analytic is essential. Businesses need to be aware of how your social media profiles are performing. Campaign focused monitoring helps you understand how targeted initiatives and marketing campaigns perform all on its own, and how it varies from one campaign to the next.
Before you attempt to measure every tweet, comment or like, first establish your social media goals. What do you aim to gain or accomplish through these profiles? And which social media networks would most serve you to achieve these goals? Social media is multi-purposed whether it is to engage with the community, answer customer questions or provide news and information. Before you get on social media you need to have an idea who you want as an audience. Would the content you offer be informative and educational to this audience? What do you want your audience to do with it? Like, share, engage or purchase?
Next, match your goals to metrics to measure the actual performance. If you are trying to measure engagement, for instance, how do you plan to do it? Is it through re-posts or retweets?
To measure engagement look for look for comments, replies, retweets and participants.
Businesses can measure awareness by using volume, reach and exposure. How far did your message spread? And did it cross any demographics?
If you want to increase traffic, measure URL shares, clicks, conversions. Do people visit your social media externally or do they enter through their own social media profiles?
If you want to increase followers then track influencers and contributors. What kind of influence do these people have, and who are their participants?
Report your results. Use your findings to set a benchmark to measure future findings. What did you expect? And how are the numbers compared to your expectations? Consider regular tracking, monitoring and reporting. Check on your metrics regularly. This is all valuable data that will help not just measure the success of your campaigns but ensure your campaigns become successful in the future.