Social media has become a popular way for all businesses to market their services. It is free and easy to use. But, for some, marketing is not just about putting a lot of content on their social media page. It is about finding out if your efforts have been successful. Can social media marketing be measured? Can you measure the success of your social media marketing campaigns?
In a nutshell, yes. You can measure your social media marketing success. What is more, it is not as difficult to measure as you may think.
Social Media Goals
Before you can start talking about metrics, you need to know what your goals are within the world of social media. Do you have a plan or objective? What is it exactly that you want to measure?
There are a number of factors that a business may want to measure:
Increased Site Traffic
Customer flow via site funnel
Think about what you want to measure before you determine whether your campaign has been successful.
Social Media Metrics
Much like Google Analytics, Facebook has introduced Insights. This is as the name suggests.
Facebook Insights allows companies to measure their social media marketing campaigns. Insights allow all members of your administration to check out the results of your campaigns. These are broken down into easy to digest line graphs. You can see total likes; number of friends or fans and how many people are talking about your products and page. The numbers can increase or decrease. Take a look at this Facebook power editor guide for more information on measuring social media success rates.
Twitter metrics works in the same way. Twitter informs you of any retweets, shares and favourites that have been amassed over a week. You are also told about how many users go to your site. This can be an excellent tool for you to use.
So, in short, you can measure how well you are doing within the world of social media. But, is this is a real indicator of success?
Did any of your followers, friends or fans take action following a post or tweet? If not, it could be suggested that this was not a success. After all, while you are building a brand, you are also selling a product. You need to sell these products and services in order to survive.
You need to measure your success in a number of ways. Social media does not guarantee the road to riches. You need to look at conversion rates. This can be done via Google Analytics. You should always aim to use your own website as the funnel for which sales are measured. While social media metrics is useful, you need to utilise your website too. Your website should be the hub of your conversion success. Always link to your content to your website. Lead generators are great tools to have, but you need to measure your progress via your own website.